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

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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.
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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....
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