03Review - Five Critical Factors Necessary for MBR...

Info iconThis preview shows page 1. Sign up to view the full content.

View Full Document Right Arrow Icon
Chapter 3 Review An MBR (Managing by Relationships) approach to public relations: Relationships should substantially and symbiotically benefit all parties subject to the policy of a group or organization. MBR means cooperation with stakeholders, meeting and shaping stakeholder expectations, aligning interests of stakeholders and organization. Stakeholders: persons or groups that have something of value in relation to an organization. Stakeseekers: those with stakes, wants, or needs relative to some organization. Two-way symmetrical communication: the interaction that causes changes on both sides of the organization-stakeholder relationship. Dialogue between stakeholders and organizations. ROI (Return on Investment): “return” or results for a given use of money or resources.
Background image of page 1
This is the end of the preview. Sign up to access the rest of the document.

Unformatted text preview: Five Critical Factors Necessary for MBR Alignment with stakeholders Making sure messages are true and trustworthy Providing open, two-way communication Being proactive Identifying and creating opportunity Voice: the public identity created by what an organization says and does. Crisis Management Plan (CMP): spells out what should be implemented when a crisis strikes. Types of message development objectives (MDOs): gain attention, inform, persuade, engage in collaborative decision making, cocreate meaning. Narratives: the stories that aid in the cocreation of meaning. Identification: shared similarities that motivate changing attitudes and behavior....
View Full Document

This test prep was uploaded on 04/17/2008 for the course COMM 269 taught by Professor Worley during the Winter '08 term at Indiana State University .

Ask a homework question - tutors are online