MEJO 137 Chapter Notes - Chapter 1: Strategic Management, Interpersonal Communication, Marketing Mix
Document Summary
Involves written and interpersonal communication, research, negotiation, creativity, logistics, facilitation, and problem solving skills. Global scope: a lot of countries are increasing their budgets for pr and their schools are expanding to teach the career, us dominates in this section. The components of public relations: counseling, research, media relations, publicity, employee/member relations, community relations, public affairs, government affairs. Industry relations: development relations, development/fund-raising, multicultural relations/workplace diversity, special events, marketing communications. Develop: new prospects for new markets: 2. Stretch: organization"s advertising and promotional dollars: 6. Establish: corporation as authoritative source of info: 8. Help: sell minor products that don"t have large ad budgets. Toward and integrated perspective: strategic communication: 1. Downsizing and reengineering organization > consolidates departments and reduces staff members dedicated to various communication function: 2. Organizational marketing and communication departments are making do with tighter budgets > alternative ways to ads bc of high costs > word of mouth, web marketing, media relations and product publicity: 3.
