PR 255 Chapter Notes - Chapter 4: Strategic Management, Abs-Cbn Cable Channels, Crisis Communication

• School: Pepperdine University
• Department: Public Relations
• Course: PR 255
• Professor: Jamila Cupid

Document Summary

Reduce costs of litigation, regulation, legislation, presure campaign boycotts, or lost revenue from bad relationships with the public. Increase revenue by cultivating relationships with donors, customers, shareholders and legislators. Role of pr depends often on the type of organization. Large/complex organizations tend to include pr in the policy-making process. Other roles: public attitudes, corporate reputation, interactive social media, regular traditional media contact, sponsorship of events, writing executive speeches, and couseling management. Mixed organic/mechanical organizations hold pr department high and give them a lot of autonomy. Small/low complexity organizations has less need for heavy pr because it feels little public pressure and little government regulatory interest. Roles: company newsletter, issuing routine news releases, virutally no input into management decisions and policy formation. Pr departments that closely align their own goals with the companies" strategic business goals receive greater executive support, have larger budgets, and have a higher perceived contribution to their organizations" success.