Critical Reflection Essay | Public relation practices


 Attention :
Our client is the ZHIYING ZHONG (Karen).
Now I clarify which parts she took in each week’s work:

In week 9,

Task One: YIYUAN LIU (Kiro) / ZHIYING ZHONG (Karen)

Task Two: Tahlia & Sarah

 Week 10:

Week10 Task List:

After reading scenario, we discussed and defined the top five stakeholders together firstly (Refugee Support Network (RSN), Government bodies, Wildlife Groups, CEO Bob Billdar and Local council groups).

On next step, everyone sent individual ideas of stakeholders’ ethical issues. Specifically, Tahlia and Sarah developed most of ideas about Government bodies, CEO Bob Billdarand Refugee Support Network, meanwhile Kiro and Karen pointed out the ethical issues of Wildlife Groups and Local Council Groups. Finally, we combine all of ideas together.

Eventually, according to the previous ethical issues, we discussed the suggestions to the CEO. Sarah did research and informed the bibliography for the response. Then TahliaKiro and Karen provided some specific advices into the mail, and Tahlia typed up the formal email.

Week 11: 

Tahlia, Kiro, Sarah and Karen all worked as a team to create this email and media release. We discussed ideas and responses to the crisis and decided on the most appropriate ones to include in the release. All ideas and decisions were equally contributed.


Public relation is an important activity in an organization as well as our daily life. Several organizations have adopted the departmental strategy of public relations where they are issued with activities they should commit to ensure the success of the organizations (Botan, 2010). However, other organizations have claimed no benefits are achieved from employing the strategy of having a public relation department. Moreover, the department ensures that all the positivity of the organization are known to the public as they ensure reputation of the company is at maximum. As a result if this, the organization gains a lot of customers and expands its production. Public relations department, therefore, form the face of the organization to the external forces influencing the organization.