Chapter 16 - Chapter 11: Str ategic Leadership Chapter 16...

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Unformatted text preview: Chapter 11: Str ategic Leadership Chapter 16 Oxford University Press Southern Africa, 2008. All rights reserved. PUBLIC RELATIONS Chapter 11: Str ategic Leadership CHAPTER CONTENT Opening case: Nike Introduction The nature of public relations Public relations management The communication programme Social responsibility and social ethics Oxford University Press Southern Africa, 2008. All rights reserved. Chapter 11: Str ategic Leadership PUBLIC RELATIONS DEFINED Public relations is a deliberate, planned and sustained process of communication between a business and its publics for the purpose of obtaining, maintaining or improving good relations with regard to goodwill, mutual understanding, acceptance and cooperation on which profitable survival and growth depend. Chapter 11: Str ategic Leadership ELEMENTS OF THE DEFINITION It is a deliberate activity. It is a planned activity. It is a sustained activity. It is a communication process. It deals with publics both internal and external. Chapter 11: Str ategic Leadership NATURE OF PUBLIC RELATIONS Consumers more readily support friendly or responsible businesses. Suppliers more readily give credit to reliable businesses. Banks more readily lend money to reliable businesses. Investors more readily invest in good businesses. Governments are more likely to give favourable consideration to responsible businesses. People like to work for businesses with a favourable corporate image. A favourable corporate image has the following advantages: Chapter 11: Str ategic Leadership DEVELOPMENTAL PHASES OF PUBLIC RELATIONS Public relations has passed through a number of developmental phases to be at the point where it is today: The manipulation phase The information phase The mutual influence phase Close co-operation between the public relations department and the marketing department is essential. Chapter 11: Str ategic Leadership...
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This note was uploaded on 03/22/2011 for the course MNB 101D taught by Professor Unknown during the Spring '09 term at University of South Africa.

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Chapter 16 - Chapter 11: Str ategic Leadership Chapter 16...

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