Week 5_Day 1_COMM352

Week 5_Day 1_COMM352 - Relationship Management&New Media

Info iconThis preview shows pages 1–6. Sign up to view the full content.

View Full Document Right Arrow Icon
 3/2/11 Click to edit Master subtitle style Relationship  Media
Background image of page 1

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
 3/2/11 The Function:  Relationship Management § Relational approach to PR that focuses on  developing strong organization-public  relationships with key publics § Look for mutual benefit in the relationship  between an organization and its publics § Give public relations a longer-term  perspective that aims for loyalty between  organization and publics that is built on trust  
Background image of page 2
 3/2/11 Then § Organizations desired a “web presence” § Websites were more like billboards – static  content, just press releases, and archived  newsletters § Only used one-way communication online § Did not view websites as relationship  management tools
Background image of page 3

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
 3/2/11 Now § New media give organizations special  opportunities to enhance relationship- management:  § Interactive, dialogic communication § Decentralization of communication § Ability to talk to individuals or niche publics
Background image of page 4
 3/2/11 Potential § Publics  may  be more willing to forgive and  forget minor (or even major) errors or poor  decisions § Publics are more open to frequent 
Background image of page 5

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Image of page 6
This is the end of the preview. Sign up to access the rest of the document.

This note was uploaded on 03/01/2011 for the course COMM 352 taught by Professor Briones during the Spring '11 term at Maryland.

Page1 / 14

Week 5_Day 1_COMM352 - Relationship Management&New Media

This preview shows document pages 1 - 6. Sign up to view the full document.

View Full Document Right Arrow Icon
Ask a homework question - tutors are online