JOMC137.3

a leadership and management function that helps achieve organizational objectives, define philosophy, and facilitate organizational change

• bring diversity of skills
• research, counseling, government affairs, employee relations, publicity...

form of public relations that tries to change public attitudes and behaviors on behalf of a social cause rathers than on soponsoring organizaion

• important organization to PR people
• media, employees, government, community leaders, and financial analyst, etc

relationships between organizations and governments

PR function in many corporate and nonprofit settings

• urgent
• analyrical problem solver
• flexible

• forerunner to PR practitioner
• did communication service like speech-writing, speakin on behalf of clients, training for difficult questions, and persuasion skills

• provocative act committed to draw attention
• mob, murder, etc.

conumers, media, etc who hold both consequences and benefits to the organization

relationships

use public relations people to bring back information on how productive their relationships are with cients

• don't seek new informatoin
• operate on what happened in the past or on their personal preference

• PR practitioners from the view of systems theory
• stand between company and teakholders as a middle men

big decision makers who PR practitioners advise

subgroup of stakeholders

explains why some group of stakeholders are more involved in which issue

• source of the message
• message itself
• receiver

• people factor in the consequences of their behavior beofre acting
• people like to get more benefit from less cost

• people adopt an idea only after these processes
• awareness, interest, evaluation, trial, and adoption

explains and predicts behavior by looking at how consumers receive and process information

asserts that people are active users and chooses where to get the information from

it helps to have a code name for events and stories

media can influence what people think about

PR practitioners controll this to influence how the public thinks

writers, reporters, etc

people who focueses on activities that help identify and solve public relations problems

• expert prescriber
• communication facilitator
• problem-solving facilitator

consultant to define the problem, suggest options, and oversees implementation

• on the boundary between the organization and its environment
• keeps 2-way communication flowing

people who partners with seniro management to identify and solve problems

information goes from organization to public in promotional way

information goes from organization to public in informational way

• organization do a research and to campaigns that would bring favor from the public
• organization want public to adjust to them

organization and public adjust to each other

practice of PR in organizations in other country where they need a cultural interpretor

practitioners try to establish personal relationship with key indivisual

1 party focring its position on another

both parties work together to reach a mutually beneficial solution

1 party partially yield on its position and lowers its aspirations

1 or both parties depart

organization reconciles the strategic interest of both the organization and its publics

an laternative agreement that stands part way between the parties' preferred positions

both parites hold to higher ethics that can't be compromised

both parties hold off on any agreement until they are ready for the deal to be struck

involves use of an outside disintetrested party