CMN 2101 Lecture Notes - Lecture 9: Organizational Communication, Internal Communications

• School: University of Ottawa
• Department: Communication
• Course: CMN 2101
• Professor: Mahamoud Houssein

Document Summary

Unit 9: research applications public relations, internet, and media effects. Public relations (pr), like advertising, involves efforts to persuade or influence an audience or public. In both contexts, the sender of a message asks the receiver of the message to change some aspect of his or her behaviour: to purchase a specific product, or to adopt or avoid a particular point of view. However, advertising focuses on the marketplace, while pr is broader in scope, both conceptually and in implementation, and can be applied to non-market situations. Organizations are one example of a non-market arena that benefits from pr research. In these situations, public relations research may focus on the organization"s internal communications (between management and employees) or external communications (between the organization and its stakeholders). Everything from posters advising that safety equipment be worn on the job site to a company"s annual report is an attempt to persuade, and the effectiveness of those messages is open to pr research.