PR 660 Lecture Notes - Lecture 20: Organizational Effectiveness, Stakeholder Management

• School: Ball State University
• Department: Public Relations
• Course: PR 660
• Professor: Becky McDonald

Document Summary

The value of public relations: the basic premise of the general theory. The excellence study was created because there was no way to determine the worth of pr because before it had lacked budget in organizations. For 25 years, pr professionals/researchers have struggled to try and develop measures that establish that effectiveness or value of pr. Many people have shown the effects of individual communication programs. However, there is a lack of showing that the overall management function of pr is valuable to an organization. The literature talking about organizational effectiveness is large and often contradictory. There are four main schools of thought regarding effectiveness, which came from organizational sociology and business management. Competing values: this creates a bridge between strategic constituencies and goals, an organization has to incorporate strategic constituencies" values into its goals so they can achieve the most valuable ones.