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1A.
Part One: In no more than two typewritten pages, describe your chosen organization, giving
its purpose, size, major product/service, location(s), historical origins, any unique features,
name of CEO, name of top public relations practitioner, any other pertinent or interesting
facts.
The North Carolina Health and Wellness Trust Fund (HWTF) is a non-profit organization
located in Raleigh, NC. This particular organization was formed as part of the Tobacco Master
Settlement Agreement in 2001. As part of the agreement, the Health and Wellness Trust Fund
was to receive 25% of North Carolina’s share of the settlement money. This money would be
provided to help North Carolina become the healthiest state in the nation. In fact, that is one of
the main goals of the organization, along with providing healthcare and prescription assistance
for the needy and setting up programs to fight tobacco use and childhood obesity. They also have
a focus on providing such healthcare to low-income and uninsured families to ensure they get the
fair treatment they need (North Carolina Health, 2011).
Research, education, prevention, and treatment are the fundamental tactics employed by
this company. Because youth tobacco use and childhood obesity are on the rise, this organization
uses those tactics to reduce the number of teen smokers and overweight children. Numerous
programs have been put into place by this company to reduce those numbers and achieve the
goals they set. In terms of cutting down on tobacco use some of the initiatives created were the
Breathe Easy, Live Well campaign, the You Quit. Two Quit initiative, and the Tobacco Reality
Unfiltered (TRU) program. Some obesity prevention programs that began with the creation of
this company are the Fit Kids NC and the Fit Community NC group (North Carolina Health,
2011).
The company is relatively small in size compared to the number of people affected by the
programs. When the company was first created there were eighteen original members assigned to
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different areas and programs. Laura Gerald, the executive director, and Shirley Brinson, the
executive assistant, head up the program now. Barbara Moeykens, the woman I interviewed, is
the social marketing and communications director for the company. According to the staff
organization chart (Appendix A) Ms. Moeykens’s role in the company is not that of the top
executive. The chart shows the structure of the company and the different rankings of certain
positions. Program officers and grant managers are the most common positions.
1B.
Part Two: According to systems theory, would you classify your organization as an open
system or a closed system? Justify your classification, using the criteria for open/closed
systems.
Organizations depend a great deal on their environment. The resources available to
companies within the environment can play a huge role in the policies and success of that
organization. Whether or not they decide to use those resources determines if they conform to an
open or closed system, according to the systems theory. Systems theory explains the way an
organization uses interrelated parts to adapt to the environment and changes. In a closed system,
organizations do not readily seek new information from their environments (Lattimore, Baskin,
Heiman, Toth, 2009). This limits the ability to build effective relationships with key publics (B.
Wrigley, Personal Communication, March 21, 2011). An open system is just the opposite, in this
model organizations actively look for new information and feedback from their environments
(Lattimore, Baskin, Heiman, Toth, 2009).
The North Carolina Health and Wellness Trust Fund falls under the category of an open
system. According to Ms. Moeykens, the HWTF frequently conducts focus groups and surveys
in order to obtain opinions from different stakeholders/environments. By doing this, the company
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is able to obtain feedback from the community, which is the immediate environment, and use
that feedback to make changes (B. Moeykens, Personal Communication, March, 31, 2011). This
enables two way communication and strengthens the relationship with key stakeholders.
Maintaining an open system is very beneficial for the organization and the environments within
which it gets its resources. Both parties are able to openly express their concerns and come to a
compromise in an open system. This fosters strong relationships that can grow and flourish.
2A.
Part One: Using systems theory, describe in as much detail as possible, the public relations
function at this organization. Describe the role of the public relations practitioner(s). Would
you describe them as falling within the role(s) of "technician" or "manager?" Why?
Barbara Moeykens has the title of social marketing and communications director within
the organization. When looking at the staff organization chart (Appendix A) she is the only one
listed as working in the communications field. Because of this reason Moeykens does the work
of both the technician and the manager. Her responsibilities range from writing press releases to
developing public health campaigns (B. Moeykens, Personal Communication, March, 31, 2011).
Some responsibilities of a technician include writing, editing, handling communication
production, and serving as the main link to the media (B. Wrigley, Personal Communication,
March 21, 2011). Moeykens fits this description because one of her main duties is to write press
releases and consult and edit company newsletters. She also oversees what information is being
disseminated into the media (B. Moeykens, Personal Communication, March, 31, 2011).
The role of the manager includes a few different responsibilities. First the expert
prescriber acts as a consultant to develop policies (B. Wrigley, Personal Communication, March
21, 2011). Moekyens fits this role because she plans and develops the public health social
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marketing/media campaigns. She also oversees the contracts the HWTF has with the ad agencies
that work with the campaigns (B. Moeykens, Personal Communication, March, 31, 2011).
Moeykens fits the role of problem solving facilitator because she is the main link to media.
When a crisis or problem situation occurs she has to be the one to understand what is going on,
come up with a plan of action, and either inform the executive director on how to respond to the
media or respond herself (B. Moeykens, Personal Communication, March, 31, 2011).
2B.
Part Two: Is the top practitioner a member of the dominant coalition? What evidence can
you give to support your answer? Be specific, using the criteria for dominant coalitions.
When looking at the staff organizational chart (Appendix A), it doesn’t appear that
Moekyens is in the dominant coalition. However, after analyzing the textbook definition, and
comparing the role Moeykens plays in the organization, it does appear that she falls into the
dominant coalition. The textbook states that the dominant coalition is “the primary decision
makers of the organization.” (Lattimore, Baskin, Heiman, Toth, 2009) While Moeykens’s
position is not at the very top of the chart, her roles and responsibilities give her more power in
the company. When asked how closely she works with the executive director, Moeykens
responded by saying, “I work very closely with our executive director-it’s one of my primary
responsibilities.” She also commented and said that she has a major role in decision making
when it comes to communications and the types of campaigns they produce (B. Moeykens,
Personal Communication, March, 31, 2011). Because she has such an important role in making
company decisions, this allows her to be considered part of top management.
3.
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Using Harlow's definition of public relations (SEE YOUR TEXT), create a checklist of each of
the elements of that definition found in your organization. Give a concrete example of each
element found.
Harlow’s definition of public relations states that,
“Public relations is the distinctive management function which helps establish
and maintain mutual lines of communication, understanding, acceptance and
cooperation between an organization and its publics; involves the management
of problems or issues; helps management to keep informed on and responsive to
public opinion; defines and emphasizes the responsibility of management to
serve the public interest; helps management keep abreast of and effectively
utilize change, serving as an early warning system to help anticipate trends; and
uses research and sound and ethical communication as its principal tools.”
The main provisions of this definition state that public relations is a management function, it
maintains communication, understanding, acceptance, and cooperation. It also notes public
relations is to serve the public interest, utilize change, be proactive, and make ethical decisions
(Cutlip, Center, Broom, 1999). The North Carolina Health and Wellness Trust Fund adapts to
many of these provisions.
The first provision of Harlow’s definition explains that public relations should be a
management function. The HWTF abides by this by including Moeykens in the decision making
process. Because she is the only staff member involved in communications, it is extremely
important that she is a part of top management. Moekykens allows the company to abide by the
second provision, which is maintaining communication, understanding, acceptance, and
cooperation through her work with the community and different publics/stakeholders. She is the
main link to the media so she manages the messages that are being communicated to the public,
and makes sure the company is getting proper media coverage. Her work with the community
fosters understanding, acceptance, and cooperation. Moeykens said that as part of her job she
responds to inquiries from publics and responds to feedback on the website. She does this to
make sure the community understands the policies and programs the organization puts out. This
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also ensures that the audience accepts the programs and can see them to be useful and necessary.
And lastly, it provides cooperation between the publics and the corporation, especially because
the two groups are able to communicate, express their concerns, and come up with a solution (B.
Moeykens, Personal Communication, March, 31, 2011).
Harlow also expresses the importance of serving the public interest. The HWTF does this
through the goals of the organization. The main goal of this company is to create a healthier
population by decreasing tobacco use and obesity. Overall this serves the public interest because
they are looking out for the health and well-being of the community. That also plays into
Harlow’s goal of utilizing change because they are trying to change the bad habits of the
population in order to increase their life span. Being pro-active and ethical are the last important
points Harlow makes about successful practitioners. Moeykens ensures that she is pro-active
through the research she does. Before a policy or program is enacted she conducts focus groups
and stakeholder surveys to get public opinion. This is crucial because if they put the programs
into action without getting public opinion, it is even more possible the programs will be rejected
and unsuccessful (B. Moeykens, Personal Communication, March, 31, 2011).
4.
Describe in detail the "boundary spanning role" of the practitioner(s) in your chosen
organization. Give concrete examples, both internally and externally. By playing this role,
how does the public relations practitioner advance the mission of the organization?
Boundary spanning is the concept of looking inside and outside the organization to
anticipate issues, problems, and opportunities (Lattimore, Baskin, Heiman, Toth, 2009). This is
important for any organization because practitioners need to constantly be aware of what is going on
and how that can have an overall effect on the organization. Being aware does not just mean outside
the company but internally as well. The communications department at HWTF performs the role of
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a boundary spanner in several ways. Internal scanning is a big part of this function. One of the jobs
Moeykens carries out is making sure the employees are represented well to the public. This
company deals largely with cutting down on tobacco use and preventing obesity, if an employee
were to be photographed smoking and engaging in activities that would not be promoted by the
programs of the company, negative publicity is to be ensured. By following through with the
lifestyles of the employees it also sets a good example to the publics they are trying to reach (B.
Moeykens, Personal Communication, March, 31, 2011). When children see these role models
performing these positive lifestyle changes they are more likely to repeat the behaviors. This then
strengthens the mission of the company.
Moeykens also scans the external environment for conditions and settings that will make the
programs established by the organization even more successful. She also wants to avoid conditions
that will set programs up for failure. Because this organization deals with such controversial issues
Moeykens has to be on the lookout for activist groups that might try to stage a protest. She
explained that one of the main objectives they have when faced with opposition is to stay true to
their goals and explain the benefits of the programs. “We respect other viewpoints, and generally try
to keep the focus on the importance of the work we do, the success we’ve had in doing this work,
the benefits of our programs to North Carolinians, and the fact that our work in prevention has a
high return on investment.” (B. Moeykens, Personal Communication, March, 31, 2011)
Scanning the external environment to make sure the setting is right to introduce new
programs is the key to success in this company. Public approval is another factor and Moeykens
works very hard to obtain that approval and develop an understanding with the public. Because this
understanding is developed, it allows the company to be more successful in achieving its overall
goal of bringing health and wellness to the citizens of North Carolina.
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7.
James Grunig has created the four-model theory of public relations. Part One: Which of
these four classic models most closely resembles that of your chosen organization? Part Two:
In your opinion, is that the best model for that organization at this stage in its
history/development? Justify your response
James Grunig created a four-model theory of public relations. Each stage represents a
different way public relations is practiced. The first theory is press agentry; this is a one-way form
of communication where the truth is not necessary. Press agentry focuses on getting the word out to
the public in a fast effective manner. The second theory is the public information model. This is also
a one-way communication model, however it differs from press agentry because the truth is
important and the main focus is to disseminate information, not to get attention. Two-way
asymmetrical is the third model. This stage requires communication both from the organization and
the publics; however, this communication is imbalanced. Last is the two-way symmetrical model.
This is the model Moeykens and the Health and Wellness Trust Fund follow. In this stage balanced
two-way communications is present along with mutual understanding and formative research (B.
Wrigley, Personal Communication, Feb. 14, 2011).
In my opinion the two-way symmetrical model is the best and most effective for this
organization. Two-way balanced communication is very important because without the approval
and opinion of the public, the programs will not be successful. Citizens do not have an obligation to
belong to these programs, so if they do not like them they do not have to participate in them. By
doing research, having a mutual understanding, and practicing balanced two-way communication,
the company is able to respond to the necessary changes the public wants and create much more
successful programs that citizens are more likely to participate in (B. Moeykens, Personal
Communication, March, 31, 2011).
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References
Cutlip, S., Center, A., & Broom, G. (1999). Effective public relations (8th Edition). Upper Saddle
River, NJ: Prentice Hall.
Lattimore, D., Baskin, O., Heiman, S., Toth, E., (2009) Public Relations: The Profession and the
Practice. New York, NY: McGraw Hill.
North Carolina Health and Wellness Trust Fund. (April, 25, 2011). Retrieved from
http://www.healthwellnc.com