JMA 243 Lecture Notes - Lecture 3: Old Media, Mutual Fund, New Media
5 Dec 2016
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Document Summary
Publics exist because of their interdependence and interaction with an organization positive or negative: stakeholders are part but stakeholders can also just be those people who are interested, you don"t choose them, publics are similar. Relationships with publics: resource dependency theory: To fulfill values, resources and people to work for the org. Key resources are not always controlled by org. Build relationships with publics to control resources. Categories of publics: traditional and nontraditional publics. Traditional: groups with which organizations have ongoing, long-term relationships. All these and more can provide large distinctions in values and perceptions. Old media, like newspapers and radio, face financial uncertainty. Much of the new (internet) media are concerned about where the news will come from if the old media collapse. Specialized (niche) media is increasingly taking over from general, all- inclusive media. As newsrooms get smaller, they rely more on news providers, like pr practitioners, for news.
