CMN 305 Lecture Notes - Lecture 1: Backtracking

• School: Ryerson University
• Department: Communication
• Course: CMN 305
• Professor: Audrey Ranae Wubbenhorst

Document Summary

Is a strategic communication process that builds mutually beneficial relationships between organization and the publics. There"s a professional side and a business side. Some of it is about propaganda and spinning. As a job it"s about research, planning and evaluations. The challenge for a communicator is to cut through the clutter. Communicators must deliver persuasive, believers, actionable arguments. The power, value, and influence of public relations is more profound in this context. The author of the text runs a pr firm. John marston"s four step model to influence public opinion: No amount of communications can save an organization with substandard performance. No amount of communicating or backtracking or post facto posturing will change the reality. Case study: the new ceo"s trial by switchgate fire. Yes, no bias and no incentive to fudge the data. In the 21st century, two way communication grew with online access. The web and social media have had a phenomenal impact.