CMN 305 Chapter Notes - Chapter 5: James E. Grunig, Reputation Management, Crisis Management
Document Summary
The practice of public relations cmn 305. Chapter 5: management is that the latter gets paid more. It has been said that the only difference between the pr director and the ceo o. The ceo is the firm"s top manager, responsible for setting strategy, framing policy, serving as the organization"s chief spokesperson, corporate booster, reputation defender. The pr person must understand management such as planning, budgeting, objective setting, and how top management thinks and operates. Pr work emanates from clear strategies and bottom-line objectives that flow into specific tactics, each with its own budget, timetable and allocation of resources. The pr pros who have the most organizational clout and get paid the most are those who demonstrate the ability to perform in a crisis. Thinking on your feet, the ability to think strategically and plan methodically to help change attitudes, crystallize opinions and accomplish the organization"s overall goals are coveted abilities.