PR 662 Lecture 51: KNOWING THE BUSINESS

• School: Ball State University
• Department: Public Relations
• Course: PR 662
• Professor: Dr. Lee

Document Summary

Without communication department excellence expertise, there are little expectations from the dominant coalition. If your communication department doesn"t have expertise, even the most demanding ceo won"t be able to reach excellence. Communicators stress how important it is to know the business. Knowing the business means being knowledgeable about your employer"s business specifically or the specific industry. The advantage of knowing the business includes more understanding of the organizations challenges and opportunities. This turns into more credibility amongst senior managers, who expect top-level individuals to understand the organization. However, this expertise can"t be transferred to organizational settings outside of the industry. In addition, industry knowledge doesn"t substitute for knowledge of areas needed for communication excellence. On the other hand, self-study needs motivation and personal time commitment. Numerous books have introductory, intermediate, and advanced information with topics that are related to communication excellence. Professional development workshops and seminars give a way to use the expertise for communication excellence.