How to intensively work in an organization as a PR practitioner is another theme from this book. As the Introduction part mentioned that climate change is just one of the external forces or issues that has the potential to affect the health of your organization.
In some organizations, the public relations department is also known as the corporate communication department. However, they consider it as a middle bridge for communicate with the side on this side of the bridge and the other side. And it offers a framework and vocabulary for the effective coordination of all means of communications with the overall purpose of establishing and maintaining favorable reputations with stakeholder groups upon which the organization is dependent (Cornelissen 2004:23).
As chapter three has mentioned about the theoretical contexts, moreover, what says here in this chapter is that to consider a theory is useful, since it is a guide to practice. Well, what is the most important theory here is the systems theory. The public relations management role in organizations is grounded in systems theory. In this chapter, it tells the connection of open and closed systems with the public relations.
To sum up, it is important to get well with external publics, who have the potential to affect organizations during times of stability and change.
No comments:
Post a Comment