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Chapter 19 - Managing public relations. In this chapter, students will be able to understand: Examining the structure and activities of a public relations department, both domestically and globally; understanding how technology can enhance a public relations strategy for both small and large businesses; evaluating strategies used by business organizations to influence public opinion; | Managing Public Relations Chapter19 Copyright © 2014 by The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin Ch. 19: Key Learning Objectives Examining the structure and activities of a public relations department, both domestically and globally Understanding how technology can enhance a public relations strategy for both small and large businesses Evaluating strategies used by business organizations to influence public opinion Identifying government regulatory agencies charged with protecting the public from illegal business practices Assessing effective crisis management plans Evaluating techniques used by business to assist employees who interact with the media 19- The General Public An organizational stakeholder composed of individuals and groups found in society The general public affects the firm through its opinions of the firm’s activities or performance, which in turn help shape the firm’s public image or reputation Companies should be aware of public . | Managing Public Relations Chapter19 Copyright © 2014 by The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin Ch. 19: Key Learning Objectives Examining the structure and activities of a public relations department, both domestically and globally Understanding how technology can enhance a public relations strategy for both small and large businesses Evaluating strategies used by business organizations to influence public opinion Identifying government regulatory agencies charged with protecting the public from illegal business practices Assessing effective crisis management plans Evaluating techniques used by business to assist employees who interact with the media 19- The General Public An organizational stakeholder composed of individuals and groups found in society The general public affects the firm through its opinions of the firm’s activities or performance, which in turn help shape the firm’s public image or reputation Companies should be aware of public positions on important issues, especially since the public may not always share the same views as the firm Similarly, the firm can affect the general public’s values, attitudes, and actions through various communication channels 19- Public Relations in an Emerging Digital World An effective public relations program is fundamental to any organization’s relationship with the public A good public relations program sends a constant stream of information from the company to the public and opens the door to dialogue with stakeholders whose lives are affected by the company’s operations The role of the public relations department is to manage the firm’s public image and its relationship with the public It does so through both direct communications (e.g. Web site) and indirect communications (e.g. newspapers) 19- Figure 19.1 Public Relations Activities 19- Public Relations in an Emerging Digital World With the emergence of new technologies the variety of available channels of .
