SPCOM227 Chapter Notes - Chapter 9: Strategic Thinking, Learning Technology Partners, Interpersonal Communication

• School: University of Waterloo
• Department: Speech Communication
• Course: SPCOM227
• Professor: Jennifer Doyle

Document Summary

Communicating professionals use the term public relations to describe how groups and organizations influence important audiences through cluster of coordinates activities: tasks include: working with media reps, lobbying gov"t agencies, supporting marketing programs, fund raising. Excellent pr efforts (increase organizational effectiveness and benefit society as whole) share common characteristics: Most effective efforts are house in single department that functions separately from marketing. Strategic management role: success depends more on ability to set policy, solve problems, and administer budgets than on writing, media production, event planning, and other. Issues management: on going process of 1) monitoring environment for societal develops that pose threats/opportunities 2) responding in way that reduces threats and builds on opportunities: starts with scanning environment. Two way communication, symmetrical relationships: pr is viewed as form of one way communication. Ethical: engaging in two way communication and building symmetrical relationships encourages ethical behaviour. Supporting structure: excellent pr programs are nurtured by and reflect supportive organizational structure.