BADM*2030 Chapter Notes - Chapter 15: Video News Release, Channel (Communications), Reputation Management
Document Summary
The management function, which evaluates public attitudes, identifies the policies and procedures of an organization with the public interest, and executes a program of action to earn public understanding and acceptance. Public relations require a series of stages, including: The determination and evaluation of public attitudes: the identification of policies and procedures of an organization with a public interest, the development and execution of a communications program designed to bring about public understanding and acceptance. This definition reveals that public relations involves much more than activities designed to sell a product or service. The pr program may involve some of the promotional program elements previously discussed but use them in a different way. Marketing and public relations are complementary functions. Each makes a unique but complementary contribution to organizational goal attainment. Roughly half of all public relations activity is considered to be marketing public relations".
