ERIC Number: ED180049
Record Type: RIE
Publication Date: 1979-May
Reference Count: 0
Research Frontiers of Corporate Advocacy.
Judd, Larry R.
Corporate advocacy is the study and practice of communication efforts to advance the policies of business, education, governmental, and nonprofit institutions. The functions of the advocate include gathering information, providing advice based on the information, conducting advocacy programing, and evaluating results. Advocacy research is increasing and has a strong public affairs thrust. Externally, opinion surveys and public relations audits are conducted to identify relevant publics and to determine opinions, knowledge, and relevant power, with some research in public policy forecasting and management of public issues. Internally, along with research involving information flow, communication climate, and employee satisfaction, there is increased research involving employee knowledge and opinions on relevant issues. Increasingly, attempts are made to evaluate the effects of advocacy campaigns and to relate those effects to organizational goals. The trend is toward quantification and more sophisticated statistical procedures. (FL)
Publication Type: Information Analyses; Speeches/Meeting Papers
Education Level: N/A
Authoring Institution: N/A
Note: Paper presented at the Annual Meeting of the International Communication Association (Philadelphia, PA, May 1-5, 1979)