PR 660 Lecture Notes - Lecture 21: Strategic Management

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

Document Summary

The functional level: characteristics of excellent public relations departments. To create a more effective organization, pr has to be empowered as a distinctive/strategic function of management. To play in this strategic role, the senior public relations office has to make strategic organizational decisions, be a dominant coalition member or have access to this group, and have relative autonomy from a lot of clearance rules. Female pr practitioner growth shouldn"t hinder this empowerment. Growth should be valued by diversity it brings to pr and should look for more minority practitioners so they can understand the environments their organization is in. Three theoretical propositions: in a situation when the senior pr executive is involved with the process of strategic management and communication programs are developed for strategic publics are part of this process: Pr adds to strategic management by scanning the environment to identify publics affected by the consequences of decision outcomes.