Public Engagement A New Paradigm For Public Relations Marketing Essay

Public Engagement A New Paradigm For Public Relations Marketing Essay Engaging with the public has always been a necessity for PR practitioners to succeed. However, due to the web 2.0, engaging with the public has opened up new channels of communication and therefore a new communication strategy needs to be put into place. As Public Engagement is a relatively new term, no studies have been carried out in this area. The author will look into what Public Engagement is and see if its fit into existing Public Relation models, how organisations engage with their audience , due to the digital web, and if a new Public Engagement model is needed. Paradigms of PR A definition of a paradigm in PR is narrow (Burrell and Morgan 1979). It is seen as a sign of discipline maturing and developing a range of different approaches; at the same time the process is not seen as advanced enough for a full blown paradigm struggle, or debate to be able to take place (Botan 1993, p.108). A paradigm can be thought of as a model (LTang Pieczka 2006) or worldviews (Grunig). Kuhn (1969) defined it a model or a way of thinking about and studying a problem. He stated that no paradigm is perfect and that facts and figures that do not fit the paradigm does not necessarily nullify the values of the paradigm. According to Kuhn a new paradigm can provide a perspective from which the subject can move on. ( As the term paradigm is still very much a vague area, the author will use the terminology used by academics to describe a paradigm as a model or theory and will find out whether Public Engagement fits into any of the original paradigms of Public Relations. There have been many communication models put forward and tested over the past 60 years by public relations practitioners. The principal ones being, the Shannon and Weaver model (1949), Shramms Interactive Model (1954) and Grunigs and Hunts 4 Models (1984). It is important to look at communication models to see whether Public Engagement is a new paradigm in the digital age or simply an extension of these. 1.3 Shannon and Weaver model Shannon and Wavers (1949) Mathematical theory of Communication is acknowledged as one of the most important models from which communication studies has grown (Johnson and Klare 1961), albeit biased towards the technical aspects of communication research (John Fiske 1982). This basic model was linear and did not represent reality where senders and receivers have an equal role. In contrast to the above models Schramm went on to create his model which emphasised two-way communication (1954) and introduced the concept of feedback. In problem solving scenarios open ended questions need to be asked in order to gain feedback and results. The model can be criticised as conveying the feeling of equality in communication. This could be rarely seen in practice and communication tends to be unbalanced. While this model was an important breakthrough in PR, it did little to listen to what the public actually needed. System theories / Four step and Excellence model System theorists are PR practitioners who develop a theory from experience/being in the organisation. They are concerned with the public in PR decisions. Grunig. J and Hunt.T (1984) are two of the earliest system theorists. From their observations they developed four models of public relations (Edward 2009). These were press agentry /publicist, public information, two-way asymmetric and two way symmetric communications known as the Four Step Model. 2.2i Four step model Press agentry (one way communication) is a way of communicating a biased message through media channels. (McQuail Windahl 1993) Public information (one way communication) similar to press agentry, but transparency in the message is vital; the message is truthful and informative. (McQuail Windahl 1993) Two way asymmetric (two way communication) is known as a persuasive tool. The purpose of this is to make the public think in the same way as the organisations. Feedback from the public is used to strength communication strategies. (McQuail Windahl 1993). The message is unbalanced , it is all about persuasion and is favoured by some advertising companies. Two way symmetric (two way communication) the two-way symmetric model, (Grunig and Hunt 1984) is probably the most popular and widely used in todays PR industry. This model is one that can build relationships and solve differences. Stakeholders engage with the organisation and can have some power over policies. This model employs research, listening, and dialogue as tools to promote relationships with both internal and external parties. Grunig put ethics the centre of symmetrical communication. (Grunig Hunt, 1984, p.22 and Grunig et al, 1992, p.55-61). According to Phillips and Young (2009), social media is causing a new communication paradigm. They believe that communication is shifting from the traditional hierarchical arrangement to an audience model encouraging horizontal discourse. Edelman in his interview Edelman (2009) agreed with this idea. In a survey of PR practitioners in charge of campaigns winning the 2002 Golden World awards from IPRA, it was found that when asked which of the four Public relations models they preferred, no one voted for press agentry model, 6.3% preferred the public information model, 18.8% the two way asymmetric model and the favourite model was the two way symmetrical model where 56.3% voted for it (Horn Neff 2008 and Okay PR from theory to practise book). 2.2ii Excellence model Gruig went on to complete a 10 year study Pr practice and developing a model for Excellent Public Relations ( Grunig 1992) It was found that the most successful Public Relations departments took part or contributed to the strategic decisions of the company. Once stakeholders had been identified, the study showed that successful Public Relation departments developed programmes to communicate with them. According to Grunig (1992) Excellence is the balance between an organisation and the public. It was seen as the management of communications on a level that aided the strategic management role whilst maintaining the attention and cooperation of the public. As such, the Public Relation role was enhanced and perceived in commercial terms whereby long term relationships could be forged between strategic parties. This model has been challenged by a number of academics. Philip and Younge (2009) argued that the new Public Relations challenges the Excellence model. LEtang (2006) was also critical and stated that the power imbalance between organisation and public was a weakness in the theory of two-way communication. Pieczka (2006) criticised the model as she felt that the study was biased to the two way symmetrical model. Pieczka not only critised his two way symmetry but questioned the and questioned the validity of his model. She believed that inconsistencies were apparent. It is clear that Grunig excluded conflicting viewpoints and academics have questioned the research carried out and pointed out that he chose paradigms to fit his model. Obviously Grunig based his model loosely on the systems theory but he did take on board these criticisms and the model was revised over the years (Grunig L, Grunig, JE Dossier, M, 2002). It is apparent the Excellence theory has had an impact on PR a leadin g body of work has developed around Symmetry/Excellence Theory which has probably done more to develop public relations theory and scholarships than any other single school of thought Botan and Hazleton (2006) (p. 6). As it was a model that was based on practise in a real life situation, it could be said that this is the model that is real to the industry. As PR has progressed and social media has become a large part in most cases, Public Engagement has taken on a new role, but nevertheless a new communication strategy could be easily adapted from the Excellence model. 2.2 Publics As audiences are needed for communication to take part it is necessary to look at different types of publics. Grunig and Repper (1992) propose two types of publics, the passive and the active. Active audiences go out of the way to find information on the company and respond. Passive audience do not want to engage with the company, but may if prompted to. This has led many practitioners to explore what methods of communication will prompt and engage these audiences. Grunig (1983) identified four basic publics: All issue publics: These publics are concerned with the organisation as a whole and are active on all issues. For example the media Apathetic publics: Are not aware or interested in the organisation as a whole (Smith 2005) Single-issue publics : Tend to be active in one area of the organisation Hot issue publics: are active on a issue that has received a lot of issue in the media These models all have uses and, they do not always consider what other factors affect why people engage in communication or how to attract the public who are unaware of their product. A further model is needed which could include attitudes, communication behaviour and personal behaviour which could help to recognise new stakeholders. ( Featherstone,Weitkamp,Ling and Burnet 2009 from journal Public Understanding of Science ) http://pus.sagepub.com/content/18/2/214.full.pdf+html This theory has been criticised by many. It lacks diversity and ignores the power dimensions of organisations and its publics (Lietch and Neilson 2001). Cutlip et al (2000) believe that PR practioneers should operate in an open system, whereby the external environment should be looked at in order for business change to suit their publics. There appears to be a new kind of publics at the moment and these are named the 21st century consumers and forming a relationship with them is crucial. They are more demanding than ever and want to receive information differently and share it with their own communities (Soli Breakenridge 2009) This new breed has been aided by social media. The social web allows people to communicate and share information and it is important for organisations to be aware of this and monitor conversations, if not, the public will still carry on talking and organisations may miss out . They have come to realise that listening is important. The relationship paradigm leads to trust It believes that two-way communication that attempts to accommodate both parties, while not abandoning the objectives of the initiative, will result in a much greater understanding of the needs and resources available to target publics (Martinez, Jr., Belio, n.d) (http://www.allacademic.com//meta/p_mla_apa_research_citation/1/7/2/1/7/pages172179/p172179-10.php ) 3.5 Rhetorical perspectives Rhetorical theory is based on persuasive through discussion. It is a two way conversation between groups with a common purpose and deals with choice. ( Nichols1963)Ethics goes hand in hand with it. Aristole, a Greek philosopher, wrote The Art of Rhetoric, which was the first formal book to define persuasion and the Greek society was governed by the principle of debate and persuasion. Agreement between parties is the ultimate aim but communication and agreement between both parties is necessary. More recently Heath (1980) ( Heath 1980 ; à ¢Ã¢â‚¬  Ã¢â‚¬â„¢Ã‚   Rhetorics: New Rhetorics ; Rhetorical Studies ; Organization-Public Relationships said that rhetoric was at the front of an organizations relationship to its surroundings. Since then he has argued that it is the good organization communicating well ( Heath 2001 , 39; à ¢Ã¢â‚¬  Ã¢â‚¬â„¢Ã‚   Public Relations Ethics ) Heath believes that PR practitioners and public are engaged in discussion and that rhetoric could be compared to G runigs symmetry model(Heath 2002 p49). Audiences can assess the credibility of all speakers by considering the values on which the message is built. Public relation practitioners role in the past has been seen as one that is there to persuade the public and change their attitudes. This has been common in PR and has been categorised as Grunigs asymmetrical model. Grunig argued that his model be best described as a way of getting what an organisation wants without changing its behaviour or without compromising leads to actions which are unethically, socially irresponsible and ineffective ( Grunig 1992 p39-( Public Relations Ch 18). Rhetorical Theory assumes multiple voices and if one view is acknowledged and preferred then others may not have the opportunity to put their opinion forward. Rhetoric can be seen as a way of asking individuals to think about different points of views (Bryant 1953) (from CH 13 Public Relations theory to practice) Rhetoric is not needed if there is agreement but as Heath (1992) points out communi cation is a wrangle of voices and not in isolation. It helps informs the public how to communicate and engage with each other but ultimately for organisations to be ethical. LEtang ( 1996) and Cheney and Dionisopoulos(1989)( Exploring Public Relations) http://www.prismjournal.org/fileadmin/Praxis/Files/Journal_Files/issue1/refereed_articles_paper3.pdf Heath 2002 pg 49 http://www.blackwellreference.com/public/tocnode?id=g9781405131995_yr2010_chunk_g978140513199523_ss94-1 Postmodernists believe that because of their exsisting power, businesses and government will always enjoy a more profitable outcome than their publics when the two are in dialogue. Postemodernists recognise that the pr industry is changing due to audience segmentation, uncontrolled media due to the digital age, globalisation and a diverse audience. 3.6 Sphere of influence The sphere of influence was first put forward by Habermas ( 1989) He promoted the idea that a just society was at the centre of his theory and that discussion should be free and equal and defined it as the social space that mediates between the political sphere and the private sphere by providing space for discussion and negotitation . ( Weaver, Motion and Roper.- in Public Relations Critical Debates and Contemporary Practice 2006) However it seems that this approach could be seen to be too idealistic. It is more likely that communication is part of a strategic plan to control what the public listens to and the way in which it is disseminated. Jensen (2001) (Jensen I Public Relations and emerging functions of the public sphere. An analytical framework . Journal of Communication Management 6 :133-147). Moloney (2006) maintains that we do not live in a public sphere but a persuasive sphere and that Habermas utopia ideal does not exist. Again it appears that some scholars see his theory of public interest to be very similar to Grunig and Hunts (1984) model of two way symmetrical public relations. 1.2 Conclusion Although Grunigs fourth model is possibly the most well-known and the one that PR practitioners use in their day to day work, there appears to be a gap in communication models in regards to Public Engagement as a result of the digital age. It is now evident that a new model of Public Relations is needed. Public Engagement Public Engagement is a modern paradigm in the Public Relations context and sets out how professionals should be listening and engaging with their stakeholders in this digital age. Marshall Manson, Director of digital strategy at Edelman UK, describes Public Engagement as advancing shared interest moving from an influence pyramid to a world of cross-influence (Manson 2009, pg5). According to Edelman there are four attributes of Public Engagement; it aims to be democratic and decentralized, inform the conversation, call for engagement with stakeholders and finally make it clear how reputation is important. Public Engagement has to work in all four areas (Richard Edelman, 2008). Trust building both internally and externally, reputation management and transparency are the hallmarks of successful Public Relations initiatives. The term Participatory Democracy, a the precursor of Public Engagement was used by John Stuart MillsMills . Mills supported a representative government which included public participation of some kind but on a limited scale. It was apparent that participation could endanger political decision making and therefore democracy (Pateman 1970). Engagement in politics had been regarded as reactive but it is now perceived as proactive. Dialogue and engagement with all parties is important to prevent loss of public trust (Edward Andersson, Simon Burall Emily Fennell, Involve 2010). The Big Society introduced by David Cameron 19 July 2010 sought public dialogue and involvement in decision making. It is true that business and government rely on Public Relations to establish trust and dialogue and that Public Engagement, like any conversation, is all about listening. The world can be compared to a conversation and in order to be successful we need to listen (Richard Edelman 2008). The onset of the digital world has provided the public with means to engage in these conversations as never before. http://www.essex.ac.uk/ecpr/events/jointsessions/paperarchive/edinburgh/ws22/zittel.pdf Arthur W Page Societys White paper(2007)is a good example of how Public Relations practitioners and company leaders must alter their approaches and business goals to be more trustworthy in todays world. The study looked at how CEOs saw their roles change with the culture of the environment. The environment is changing because of the advent of all things digital, a worldwide economy and a new class of stakeholders. However, it failed to provide a clear way to develop the role of the communication department in the future. The paper went on to say that some communication departments need to change their working practises. In order to move forward they must familiarise themselves with new technologies, publics and engagement models. Ivy Lee developed the first press release in 1906 after a train crash occurred in Atlantic city. He used a press release to invite journalists and photographers to the crash, as a way of promoting open dialogue with the media. He believed that Public relations was two way communication, and that PRs were responsible for making organisations listen to their publics and in return to communicate messages to them and engage with them. (Solis Breakenridge 2009). Prior to current publications on Public Engagement, the term was mainly linked to the scientific world. Demos (2009) stated that the UK was now perceived as a forerunner in Public Engagement within the science world. It argued that Public Engagement would only work when interest groups were included. Matthew C. Nisbet Dietram A. Scheufele (2007) argued that communication must be accessible to all sections of society. Advocacy, a term used by Public Relations Company Weber Shandwick, has been used as an alternative to PE and is defined as Public relations caught the first wave, the adoption of new technology to spread information   But that first wave, sharing information with more segmented audiences, is cresting.   A new one, a fundamental transformation of communication from information to advocacy, is rising (Jack Leslie, Chairman, Weber Shandwick Worldwide, n.d). It argues that engagement is necessary if communication with audiences is to take place. It is now evident that universities are becoming involved with the term Public Engagement. The National Co-ordinating Centre for Public Engagement (NCCPE) is part of the Beacon for Public Engagement project. Their aim is to support and encourage universities engage with the public and their stakeholders. According to response source (2010) the ten most engaging brands in the UK are Google, Cadbury, amazon, BBC, facebook, MS, sony , Microsoft, the Olympics and Dove. Case studies- Olympics 2012 London 2012 logo was designed to attract and engage with the young. The aim of the project is to build community engagement and to bring people together through a national event; this would in turn go hand in hand with David Camerons Big Society. Campaigns have already begun, such as the Inspire programme, which has led to projects which have engaged the community. 1,000 projects have now been giving the 2012 Inspire brand to go ahead and is estimated to have reached over 10 million people in the UK with more to be expected (DCMS 2010). The Olympics will coincide with the big society by creating up to 70,000 game makers, who will volunteer around the game sites and will help out in their communities but during the games and after. The Olympics other aim is to change the perception of the disabled. TV broadcasting will be issued throughout the Paralympics games. Other areas of engaging with the community consists of: The new Sports Leaders programme this will train 40,000 sports leaders across the UK, they will have to volunteer 10 hours of their time to teach in the community. Engaging with the next generation of performers A London 2012 festival will be held with over 1,000 events to be released in the summer of 2011 Inspired by a project which helps disadvantaged young people around Britain http://www.culture.gov.uk/images/publications/201210_Legacy_Publication.pdf Facebook In the run up to the 2010 UK election, facebook reminded their UK audience to register and vote and held online live debates between the candidates. They used a live tool on Facebooks democracy tool UK page, where the audience could say whether they liked or disliked what the politicians were saying. Facebooks intention was for their audience to engage with the tool. Facebooks Director of European Public Policy, Richard Allan said: 2010 is the UKs first ever social media election, and the dial test shows how voters can get involved on a scale never seen before. The dial test will provide a true barometer of the public mood and will define how the impact of the debates is interpreted. The tool gave facebook vital statistics on finding more information about their audience. (Wired article) More recently Face book was blamed by the Egyptian government for rallying Egyptians to meet and demonstrate against the President. The web proved so powerful a tool to engage the public that the internet was closed down by the government( The Telegraph 28th Jan 2011) The Police Gordon Scobbie a senior police officer wants to see police using social networks to engage with the public. He says that forces in Scotland should adopt virtual community policing, with officers going online and directly engaging with the public about local issues (http://www.bbc.co.uk/news/uk-scotland-tayside-central-11828502 ) BBC The BBC Trust set up Audience Councils in The British Isles to engage directly with their audiences and get their viewpoint on the programmes and services that the BBC offers. They represent all sections of society and as recently as the end of January 2011 invited viewers to join their organisation through the web and BBC TV Channels. They also hosted events for the youth and made home visits to gain an insight to the needs of the public. A Public consultation was carried out by the BBC Trust in 2010. They held three working lunches and invited organisations who had theory and practise in Public Engagement. They found that although the BBC website was very good at engaging with their audience, there is still a large population who do not have access to the internet. Face to face communication was seen as crucial to meet those with limited access to the internet. http://www.bbc.co.uk/bbctrust/assets/files/pdf/consult/audience_engagement/interest_groups.pdf http://www.mediawatchuk.org.uk/index.php?option=com_contenttask=viewid=309Itemid=92 http://www.bbc.co.uk/england/ace/what/ Social Media in Public Relations Social media, a new paradigm for PR can be defined as being centred around the concept of a read-write Web, where the online audience moves beyond passive viewing of Web content to actually contributing to the content (Sweetser and Lariscy p. 179). From a communication viewpoint, social media creates an available access point for messages to be communicated to the public. Social media messages can be strategic and have many communication aims for organisations e.g. marketing and customer service (Avery, Lariscyb, Sweetser, 2010) Social media has developed over the past years and now consists of forums, message boards, pod casts, photo sharing, search engine marketing, video sharing, Wikis, social networks, professional networks and micro blogging.( Wright and Hinson 2002). Web 2.0 engages with consumers, new and old through these social media platforms and it has let organisations put the Public back into PR'(Solis Breakenridge 2009) Old style PR skills are still helpful in bringing about transparency when communicating with stakeholders (Schlesinger 2010) but the introduction of Web 2.0 technologies has changed the world of communications for Public Relations bringing individual relevancy to communication efforts and at the same time fulfilling marketing criteria and legal obligations. (Pavlik 2008, Philips Young 2009) Rubel (2008) also agrees that there is still a role in public relations for traditional media pitching in certain establishments. Web 2.0 had a great effect on public relations. Whereas before, the web was a place to find information, it is now a place for symmetrical communication (Phillips and Young 2009). According to Phillips and Young Web 2.0 is an evolution. It was observed that digital media has the potential to make the profession more global, strategic, two-way, interactive and socially responsible Grunig, J.E (2009, pg1). However, he adds that the new media is being used ineffectively by some practitioners. Some are using it, as they did with the old media, as a place to write messages rather than using it to interact with the public strategically. Grunig (2009) concludes that it can only be used effectively if social media is used to its full capacity. 1.1 Social media and stakeholder engagement From the eCircle 2010 the European marketing social media and Email marketing study of 1,045 Consumer in the UK, some interesting results showed: Fans and Followers are the new email subscribers. To successfully engage in digital dialogue, marketing experts must convert consumers into subscribers as fans and followers. Users of social networks want to be engaged by companies: 13% of fans and followers of company / brand profiles want to be called upon to do something. These should be used better by brands. When information is shared, it can have a wide reach: 43% of users of social networks have more than 100 friends of followers. On average, each shared message reaches 77 people. But companies only achieve this multiplier effect if the brand or product becomes part of the users private communication. Public Engagement has produced new networks of influences and online forums leading to a way of communication through Blog, Twitter and Facebook among many, which impacts on all walks of life (Edelman, 2009.) In 2009, 625 million people worldwide had access to the internet, and as a result many people are now choosing to share their content on popular social network sites, such as Facbook and My Space, rather than choosing a service which allows only one means of purpose such as Blogger (McCann 2009). In one of the most recent surveys across numerous industries, 78% of organizations reported using blogs, 63% online video, 56% social networks, and 49% podcasts (Gillin, 2008). A further research by PR company Burson-marsteller 2010 confirmed that major international companies were using all four media platforms twitter, facebook, youtube and corporate blogs to engage with the public . Wight and Hinson carried two research projects that were five years apart, into the impact of new technologies on PR. It concluded that although more people used these technologies between 2009-2010 there were fewer new media opportunities available, for example this was borne out in the fact that facebook had been the most used social network site and that twitter was the most popular micro blogging site. It was obvious from their results that technology was continuing to change public relations. In 2008 it was reported that 61% of those who answered their survey believed that blogs and social media had changed the way their companies had communicated. By 2010 this figure had increased to 75% and many believe that social media worked alongside traditional media. Many of the open ended questions from the study showed that technology was having a huge impact and moving PR into a two way communication by opening channels between companies and publics. It is evident that Public Relations practitioners are using social media tools, especially blogging, in recent years within the workplace. It was seen as a way of competing against others in the PR world (Porter, Sweetser Trammel, Chung, Kim, 2007). According to Rowse (2007) practitioners are actively using blogs. Engaging and starting a conversation with stakeholders through social media a very powerful tool(PR Week 4th Feb pg 20) It offers practitioners and journalist a means to have two way communication and great opportunities. According to McCanns Wave 4 report (2009), social media platforms are so common these days that it is the place where the public share and create. In his study he noted how they presented unique opportunities to listen and observe. One way messaging is now outdated and anyone understanding this new communication world will only succeed (Weber Shandwick n.d). There is a need to understand and integrate social media platforms to PR initiatives (Flanagan 2010) and organisations have to think carefully on how they are going to engage various stakeholders on problems and in the planning process in the changing technological environment (Goodman 2010). But not everyone has access to the internet. The elderly find it hard to learn new skills and the poorest of our society may not have access to a computer or the internet. As a result their ability to engage with each other or society can be limited and certain groups of society may be excluded (Warschauer 2003). It seems that Prs need todo more that just have use of the web. They need to be aware of conversations happening online, and they know that they should engage in a fully transparent dialogue with openness and honesty. This will help to develop relationships with their customers. One section of society that has been affected by the introduction of the digital world is PRs relationship with journalists. (Sweetser, Porter, Chung, Kim, 2008) Instead of the old means of PRs contacting journalists for pitching news stories, the roles are changing slightly. Media catching is increasing in popularity. Journalists are now contacting a number of PRs at one time and others looking for stories and information. One third of Americans constantly use blogs as a means of gaining information (Smith 2008). At this point it is necessary to understand that social media is vital within organizations, encouraging employee engagement. Enterprise 2.0 is a form of web 2.0 which is used for businesses only. They provide services such as Yammer, a corporate version of Twitter, and Chatter- a social-networking service (Economist 2010). According to Mashable (2010) the top five engaged brands in social media are Starbucks, Coca- Cola, Oreo, Skittles and Redbull. Starbucks has developed a digital platform solely so that the public can

Covert intervention as a moral problem Essay

The CIA has been greatly involved in the collection of intelligence as well as being engaged in covert action for the benefit of the United States. According to the 1991 Intelligence Authorization Act covert action is simply described as a particular â€Å"activity of the government of the United states that is meant to influence, economical, political, or military situations in the world, in that the role of the United States will not be acknowledged by many or publicly.† Under covert action, the exact intentions or the reasons behind the actions are not known by the foreign countries hence secrecy is the main component of covert actions. Covert actions and the role of the CIA Covert actions simply involves activities that include supporting political parties, covert propaganda, private groups, economic operations and even individuals through advice or subsidization with an aim of supporting or overthrowing the existing regime in a foreign country. There is a difference between covert actions and clandestine collection efforts whereby the covert actions are mainly designed for influencing conditions in foreign countries while the clandestine efforts are aimed at providing the intelligence community of the United States with information that can be used in designing the covert actions. The CIA is the body that is responsible for the purpose of obtaining intelligence and providing policymakers with relevant information for the purpose of designing covert actions on foreign countries. Apart from being the provider of the intelligence information to policymakers, the CIA is also the same body that is engaged in carrying out the covert actions as well as advising policymakers with regard to the intelligence they have gathered. The CIA as an intelligence body that is also involved in carrying out the covert action in foreign countries always strives to build and maintain its reputation both in the eyes of the United States citizens and foreign countries. To be able to maintain its reputation and put itself as an agency that is committed to serving the country and its citizens while at the same time promoting international relations, the CIA has to reach a compromise. The protecting the American citizens and the country at large as well as providing information for other foreign countries requires transparency. Under the covert actions and operations, there is a lot of secrecy and the only time information gets to reach the public is when operations have gone sour. This means that the CIA has an interest of protecting itself from critics within the public and avoids blame by the public while at the same time carrying out its operations. The CIA is also closely involved with administration officials and policymakers whereby the intelligence from the CIA is questioned and analyzed by the policymakers when making decisions. However, over the years, the CIA has been faced with the challenge of lack of commitment on the part of the policymakers to take time and read the intelligence provided by the agency. Instead, most policymakers have been keen on intelligence that is related to current risks. The unwillingness or the inability of policymakers to spend a lot of time in analyzing longer-range issues has been a source of frustration. The CIA have the duty to provide intelligence as they receive it and also take part in covert actions as they are assigned hence the need to have a balance between the two. The CIA has to ensure that it provides relevant information to policymakers because in the long run, it is the agency that is always blamed when covert actions to not go as planned. Therefore, the CIA has great interest in the intelligence and the covert actions that they take part in since the agency has to prove its worth and demonstrate that it performs its duties. Being the provider of intelligence and at the same time the user of the intelligence requires a lot of integrity to ensure that there is no biasness whereby the CIA provide information that it is aware will work in its favor. As a way of ensuring that the covert actions that the carry out and get involved in are successful to build their image in the eyes of the public, the CIA may tend to manipulate the information and intelligence they provide to policymakers. It is quite difficult to be certain with the kind of intelligence that the CIA provides to the policymakers as not being biased due to the reason that they are the same users of the information that they have gathered. The CIA as an intelligence agency and one that is held in high reputation would not want the public image that they have built get ruined by the kind of intelligence and covert actions they undertake. Therefore, based on the reason that the CIA is the provider and user of the intelligence they gather as well as the aim of protecting the agency from bad public image and reputation, it can be said that there is a conflict of interest. Furthermore, based on the issue that the intelligence the CIA gathers is provided to policy makers and in most occasions the policymakers do not take their time in reading and analyzing intelligence that is set for longer-use, the CIA has to ensure that the information they provide to the policymakers would not compromise the agency. Therefore, it can also be said that there is conflict of interest whereby the CIA, the provider and user of intelligence, has to ensure that policymakers to not make wrong decisions that will compromise the agency. The CIA also has the mandate of promoting democracy both locally and internationally but this is not the case with the intelligence gathered as well as the covert actions they undertake. There is a lot of secrecy whereby the public is left out on covert actions issues and intelligence hence it can be said that the CIA is practicing double standards. Democracy requires people to be well informed, something that is not the case with regard to the covert actions and intelligence gathered by CIA. Conclusion The CIA has greater duty of protecting the public, the United States government and its interest while at the same time maintaining a reputable public image both locally and internationally. There are times when the CIA has to provide some intelligence in certain situations while at times it has to avoid letting the public know of what is going on based on the reason that the image of the agency may be destroyed in case the covert actions do not go as planned and no positive results achieved. Therefore, the CIA, apart from being an intelligence agency that provides intelligence and gets involved in covert actions, has the duty of protecting itself from the public, both locally and internationally. This could result in biasness in the kind of intelligence that it provides to policymakers as well as how it carries out the covert actions, hence conflict of interest. References Beitz, Charles R. â€Å"Covert intervention as a moral problem.† Ethics & International Affairs 3, no. 1 (1989): 45-60. Berger III, Joseph B. â€Å"Covert Action: Title 10, Title 50, and the Chain of Command.† JFQ: Joint Force Quarterly no. 67 (2012 4th Quarter 2012): 32-39. By Bill Gertz, The Washington Times. â€Å"Military, CIA shun 9/11 panel on covert operations.† Washington Times, The (DC) (September 9, 2011): 1. Regional Business News Jeffreys-Jones, Rhodri. â€Å"Covert Action in the Cold War: US Policy, Intelligence, and CIA Operations.† Journal of American History 97, no. 4 (2011): 1173-1174. Little, Douglas. â€Å"Mission Impossible: The CIA and the Cult of Covert Action in the Middle East.† Diplomatic History 28, no. 5 (November 2004): 663-701 Meyer, Joel T. â€Å"Supervising The Pentagon: Covert Action And Traditional Military Activities In The War On Terror.† Administrative Law Review 59, no. 2 (Spring2007 2007): 463-478. Prouty, L. Fletcher. The secret team: the CIA and its allies in control of the United States and the world. Skyhorse Publishing Inc., 2011. Source document

Hrm/300 Managment Overview

Human Resource Management Overview University of Phoenix HRM/300 November 14, 2012 Human Resource Management Overview Organizations require people to run everyday operations, which mean every organization needs human resource management. Today’s paper will discuss what human resource management is, and its primary function within an organization. Every organization has a strategic plan, and human resource management play a critical role in the implementation and production of that plan. Last, will discuss the role of human resource management in an organization’s strategic planning.What is Human Resource Management? According to Reed (2012), from the University of North Carolina Wilmington, Human resource management or HRM, assist in the development and education of people within the organization. The world is constantly changing and evolving each day. Human resource management must understand many aspects of society and the world to properly prepare an organization for those changes. For example, those changes could be: Globalization, technology, workforce diversity, labor shortages, continuous improvement initiatives, etc†¦ Primary Function of HRMThere are many functions of HRM within an organization. However, the primary function of HRM is to increase the effectiveness and contribution ability of its employees, while attaining the goals and objectives of the organization. This could include continuing education, department cross-training, certification processes, diversity training, etc†¦ (DeCenzo & Robbins, 2007). As stated in the aforementioned paragraph, HRM has many roles within an organization. Some of these roles include compensation, benefits, training and development, employee relations, recruiting, and hiring process.Based on the broad spectrum of responsibilities for HRM, it is crucial for one to behold solid communication skills and decision-making capabilities. One may argue it is also critical to behold strong analytical skills and critical thought processes. These are skills one needs to stay competitive in today’s business world (DeCenzo & Robbins, 2007). HRM’s Role in an Organization’s Strategic Plan After generations of arguing, there is still an ongoing debate about the role HRM play in an organization’s strategic planning process. Some senior management believes HRM’s role is solely as a compliance function.Other senior management looks to HRM as a consultative service. No matter one’s stance on this debate, there is no denying the impact HRM has on the strategic plan of an organization (DeCenzo & Robbins, 2007). HRM professionals continue to fight for the proverbial â€Å"seat at the table† in this debate. HRM has nothing to worry about in most organizations. Successful organizations rarely develop a strategy involving human capital without the consideration of HRM. Even more important, no strategic plan is successful without effective recruiti ng, deployment, and development of human capital.This is exactly why HRM should have a â€Å"seat at the table† at all times (DeCenzo & Robbins, 2007). HRM provides value at every level of the strategic planning cycle by demonstrating knowledge, alignment, success, and vision of the organization. HRM must recruit each candidate that best fits the needs of the business. If the business is suffering or needs improvements in a specific area, HRM will recruit to fill that position based on specific criteria the business is looking for to further advance its position within the competitive market.If HRM does not function at a high level within this one function, the entire business is at risk (DeCenzo & Robbins, 2007). Conclusion Exploiting opportunities and identifying goals are the two most important aspects of strategic planning. HRM plays a critical role during this process, while limiting and considering all associated risks. HRM helps align goals and initiatives while aligni ng all necessary resources to deliver the desired results of its key stakeholders. HRM should be involved in every step of every process. If one can execute successfully these uiding principles throughout each phase of strategic planning, one’s future is bright. Involving HRM will strengthen the position of the strategy by providing fact-based insight to stakeholders. In time, HRM will align the necessary resources to achieve the initiatives and goals of management and the strategic plan. References DeCenzo, D. , & Robbins, S. (2007). Fundamentals of Human Resource Management (9th ed. ). John Wiley and Sons. Reed, D. (2012). University of North Carolina Wilmington. What is human resource management. Retrieved from http://uncw. edu/career/humanresources. html

Analysis Of Oedipus Rex Bliss - 944 Words

Anita Vacation English 9 CP Mr. Myles May 3, 2010 Oedipus Rex - Bliss in Ignorance One of the most memorable and meaningful Socratic quotes applies well when in context of Sophocles Theban Trilogy. The unexamined life is not worth living, proclaims Socrates. He could have meant many things by this statement, and in relation to the play, the meaning is found to be even more complex. Indeed, the situation of Oedipus, king of Thebes, the truth of this statement is in question. Would Oedipus have been better off if he was blind to the knowledge of his birthing and the fate that was foretold to someday befall him? Truly though, his life would have been a far better and easier path had he never known about his true origins.†¦show more content†¦Oedipus, up to the point in which he heard the comment in the tavern in Corinth, lived an unexamined life. To Socrates, he was an unfulfilled man, one who deserved to know more, one who not complete. However, in a much less metaphysical sense, Oedipus life was complete, in that he had all that he needed, and was living a happy and fruitful life. As the drama progresses, he finds out more and more, learning exactly what the implications of his birth was, he suffers the fate for examining his life. So what Socrates had meant, that the life which was not rich with self exploration and reflection was not worth living, was indeed different than its application in terms of Oedipus, who s life was unexamined, yet complete (214). The question arises, what would life have been like, if Oedipus had not discovered his true origins? If he had stayed in Corinth, would this have ever happened? We find that indeed, we would have had no story, if not for that lone comment of a drunkard that sparked the fire of rebellion in the young prince Oedipus.(Chen) He ventured out to Delphi, to pry knowledge of his background out of it, and to discover if this was indeed the truth, despite the fact that his adopted parents of Corinth had assured him of it falseness. Oedipus leav es Corinth, fulfilling the Socratic idea of the unexamined life. However, we must evaluate the eventual consequences of his actions and the