PR 660 Lecture Notes - Lecture 17: Crisis Management, Strategic Management

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

Document Summary

Relationship management: a general theory of public relations. You can achieve the goal of balancing the organization"s and public"s interest by having organization-public relationship management. Pr is a function of management that establishes and maintains relationships between the organization and public that is mutually beneficial because the success and failure of it depends on that. Pr relations management as a function gives the needed framework to conduct programs and campaigns with the four-step process of analysis, planning, implementation and evaluation. It also gives a systematic way to determine roi from pr initiatives and outcome documentation that was lacking in pr since the start. This relational perspective has been applied to many functions of pr like: issues management crisis management community relations. Systems theory, the two-way symmetrical model, middle range theories (like public loyalty theory) is consistent with relationship management functions and factors.