COM CM 301 Chapter Notes - Chapter 1 (PR in Action): Web 2.0, Hyperbole, Product Recall

• School: Boston University
• Department: Mass Communication, Advertising & Public Relations
• Course: COM CM 301
• Professor: Edward J Downes

Document Summary

Case studies are the best way to learn about pr experience vs. just reading about it. Public relations = relations with the public = interrelationships with the public. Contemporary interactive form of communication in which the targeted audiences yield information to the organization through its research efforts and often participate in the public relations programming itself. Pr practitioner utilizes various professional communications skills, plays an integrative role within org and between org and external environment in order to achieve strategic goals and implement policy. Helps complex, pluralistic society to reach decisions and function more effectively. Contributes to mutual understanding among groups and institutions, private and public policies. Businesses, trade unions, government agencies, voluntary associations, foundations, hospitals, educational and religious institutions. Institutions must develop relationships with audiences, public, society. Managements of institutions need to understand attitudes and values of public in order to achieve goals, which are shaped by external environment.