CMN 3130 Chapter Notes - Chapter 2: Alternative Media
4 Feb 2018
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Document Summary
Chapter 2: establishing intelligence systems to capture public opinion. A recognition of the need to become more client centered has led organizations to become more responsive to the demands of a broad range of constituencies and to institutionalize opportunities for continuous learning . This kind of organization stay abreast of the latest political, economic, technological, and social developments as well as trends in public opinion. The organization can consult media representatives, special interest groups, internal stakeholders, and others. The business of the organization determines which sources are consulted. Economic considerations and the will to know the full range of opinions on a topic or issue typically determine how many sources are consulted. Some criticize the tendency of organizations, engaged in a search for environmental intelligence, to monitor mainstream media such as newspapers and magazines to the exclusion of other kinds of media. A proactive approach to issues management would dictate that organizations monitor the same sources that the media monitor.
