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Unformatted text preview: institution believes constitutes ethical behavior; 2) listen to what other members of society have to say; 3) ensure that public relations uses two-way communication; and 4) build community through shared meaning Marketing: Creating and positioning products or services Advertising: Creating and paying to place informative and persuasive messages How Organizations Use Public Relations: Organizations want favorable attention and work to reduce criticism Organizations need good working relationships with publics, especially with the media Organizations want to survive crises Organizations strive to form and/or persuade people and to shape their behavior When Organizations Use Public Relations: Organizations need revenue Organizations demonstrate how their interests align with those of citizens and customers Organizations want to reduce costs that result from unproductive conflict Organizations want to understand their markets, audiences, publics (MAPs)...
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- Winter '08
- Public Relations, media organizations, mutually beneficial relationship