Hoorcollege 3 Flashcards
Important factors PR
- Focus on corporate character
- Role of communication technology
- Transparency on values (Earn your mandate)
- Quick response to issues
- Relation PR practitioners and decision makers
4 levels of strategic contribution of PR
- Society level
- Corporate level
- Value chain level
- Functional level
Strategic contribution PR at society level
What are the values of society (environment, equility etc). PR helps communicating those values intern and extern and boundary spanning is important (bridging between different SH)
Strategic ocntribution of PR at corporate level
Help management to make the right decisions and provide info about the impact of those decisions.
Strategic contribution of PR at value chain level
Focus on close SH (in the company). Engage and listen to them. Important for conflict handling.
Strategic contribution of PR at functional level
Link between other areas of the organization.
Pr can contribute to strategic level, why?
- Clarify input PR can make
- Show scope of input: broader context
- Make sure PR covers the different levels within the organization
- Show that PR contributes more to the organization
Role of PR in strategy making
Strategy making mostly done by a leader. PR can
- Provide management with critical information from different sources and interpret it.
- Boundary spanning role
- Communicate management decisions to SH
- PR should know the macro environment and the characteristics of the SH
How does PR gather information?
Environmental scanning the macro environment. With PEST or EPISTLE technique.
And know ur stakeholders
EPISTLE technique
Environment, Political, Information, Social, Technology, Legal, Economical
How to know the stakeholders?
Systematic approach of relations (de wit 2017). Suppliers, buyers, per organisations, complementarty services, socio cultural, economic, political and technological actors.
Important for PR for decision making
Anticipate issues: boundary spanning
Keep independent perspective
Identify risk emerging from environment
Role of PR depends on several factors:
- Sector
- Size
- Type of stakeholder
- Stage of development
PR versus marketing
Distinction becomes less sharp. PR focus on alignment of communicative functions.
PR versus HR
Can and should cooperate for re-organizations, internal communication and community relations of employees
PR versus legal department
Opposite interests during crisis but need to increase cooperation. Legal wants to stay silent but PR wants to talk.
