CS101 Chapter Notes - Chapter 9: Tylenol (Brand), Open Media, Profit Margin
Document Summary
Four steps are necessary for public relations to accomplish its goals: Identify existing relationships-in modern society, institutions have many relationships. Evaluate the relationships-study relationships to determine how well they are working. Design policies to improve the relationships-recommend policies o top management to make these relationships work better, not only for the organization but also for the partners in each relationship. Misconceptions about public relations include the idea that it is a one-way street for institutions and individuals to communicate to the public. A task force was established by the public relations society of america and they made these points: Lee had a success with mine operators and began a career that rewrote rules on how corporations deal with their various publics. Converting industry toward openness-railroads had been secretive about business policies and accidents. Lee arranged for a special car to take reporters to the scene and take pictures. Turning negative news into positive news-some bad things have good results.
