Lecture 3-Theory

Lecture 3-Theory - Public Relations Theory Ecology and...

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Unformatted text preview: Public Relations Theory Ecology and Trends Cutlip and Center introduced the term ecology to public relations in1952 Deals with the interdependence of organizations and others in their environment To survive organizations must: Accept the public responsibility imposed by an increasingly interdependent society Communicate, despite multiple barriers with publics that are often distant and diverse Achieve integration into the communities that they were created to serve A System is a set of interacting units that endures through time within an established boundary by adjusting to change pressures from the environment in order to achieve and maintain goals. A Systems Perspective Unlike physical systems, social systems are not dependent on physical closeness but rather on the specification of organization-public interactions defines systems Practice-University Student Recruitment Capital Campaign for Computer Center Student safety On campus meal passes Adjustment and Adaptation March of Dimes United Way Tuna-canning If the response to environmental issues is unmanaged the systems tend to degenerate to maximum disorder--- entropy Open and Closed Systems Closed systems-impermeable boundaries and cannot exchange matter, energy, information...
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Lecture 3-Theory - Public Relations Theory Ecology and...

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