MGMT2100 Lecture 10: L10 language strategy
LANGUAGE STRATEGY
Public Relations (PR) and Strategic Communication
- Public relations is the term used for activities concerned with the image of an
organisation and the positive public acceptance of this image
o An organisation’s relations are internal and external, and include all those
affected by its operations
- Strategic communication involves communicating the best message, through the
right channels, measured against well-considered organisational goals
Communication function
- Baskin et al (2008) also list the following three objectives of public relations
practitioners in developing their strategies:
1. to maintain favourable opinions
2. to create opinion where none exists or where it is latent
3. to neutralise hostile opinion
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