PR 215 Lecture Notes - Lecture 1: Outsourcing, W. M. Keck Observatory
Document Summary
Ceo"s in a recent study of 200 organizations gave public relations a 184% roi. Large corporations may be more likely than small firms to include pr in policy making process. Reason: highly competitive environment, must be sensitive to public opinion, establishing corporate identity is important. Directly to ceo: years of professional experience, goal: public relations is a permanent part of the dominant coalition. Pr role in organizations: entry level technician, supervisor, manger, director, executive. It often depends on: types of organization, perceptions of top management, capabilities of the public relations practitioners. Top three attributions: strategic decision-making capability, ability to solve problems and produce results, communication knowledge and expertise. Line and staff function: a line manager can delegates authority, sets goals, hires employees, make policy, and influence work of others, staff people positions have no direct authority but indirectly. Cooperation with other staff functions - four areas. Legal- concerned about possible effect of any public statement on current or potential litigation.
