Critique On An Example Of Public Relation: Homepage Of I Tv.

1440 words - 6 pages

Reason for choosing this PR exampleHong Kong Telecom rolled out Interactive TV (iTV), one of the world's first large-scale video-on-demand (VOD) services at the end of 1997. Citizens will be able to plump themselves on the couch, press a few buttons and order television programs, movies, video games and other content via high-speed telephone lines, delivered whenever they want to view them. A year was passed, this service provided by Hong Kong Telecom is still striking into the market for more subscribers. This particular example is chosen because some of the PR strategies used are quite good and worth some discussion.Evidence for being a PR activityThis homepage is an example of public relations because it aims to create open communication and maintain mutual understanding between the organization (Hong Kong Telecom) and its publics. It tries to obtain insights into possible problems of their client from the client's publics. It is also the medium through which organization reaches the public with repacked messages.OrganizationThis PR example is working for iTV, which is one of the services provided by Hong Kong Telecom.Intended publicsThere are seven main intended publics for this example. They are customers, special interest group, potential subscribers, media, suppliers, community neighbour and advertisers. All of them shared a common interest - iTV. Either subscribers to the service or not, these publics are interested in installing iTV, wanted to know more about it, therefore they would be interested in this PR message and tried to find out answers to their questions from this homepage. The key characteristic of the public is that none of them are not members of the organization (Hong Kong Telecom), all of them are in the external environment of the organization.Function of the PR exampleThe function of this homepage includes relationship building, information disseminating and publicity.This homepage helps to build relationship between management of the organization and its customers. This homepage acts a medium for customers to communicate with the Hong Kong Telecom, since they provide customers with their contacting methods including Email address, customer services hotline numbers (on the Customer Service page), allowing customers to ask questions, voice their opinion, give suggestions, recommendations and even complaints. The management of the organization will be able to find out the public opinion directly, this enables the organization to have a better picture of the real situation and what the publics thinks in order to sort out what should be done to improve, results in better services provided. This improvement in service helps to build a stronger relationship between Hong Kong Telecom and its customers. And also, the Email transmission and telephone answering will give customers a personal and friendly touch, indicating the significance of the customers to the organization, bringing them even closer.This homepage disseminate...

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