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ERIC Number: ED257160
Record Type: RIE
Publication Date: 1985-Apr
Pages: 13
Abstractor: N/A
Reference Count: 0
Public Relations as Strategy.
Shelby, Annette N.
Public relations as strategic communication is one possible theme for an introductory course in public relations. This perspective focuses attention on messages (their content, timing, media, and so forth) as strategic responses to the audience and the situation. It provides a defensible rationale for including certain relevant topics in the course and omitting others. Finally, the principle helps to define the relationship between the introductory public relations course and other courses, both within the speech communication curriculum and outside the discipline. Topics that might be covered with an emphasis on corporate advocacy include audience identification, public relations tasks, media availability, strategic options, and sound argumentation. Another public relations function that should be included in such a course is issues management--the process by which the corporation can identify, evaluate, and respond to those social and practical issues which may have a significant impact upon it. By including the skills essential for advocacy and issues management, students will be better prepared for major decision making roles within organizations. (HOD)
Publication Type: Guides - Classroom - Teacher; Speeches/Meeting Papers
Education Level: N/A
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A
Note: Paper presented at the Annual Meeting of the Southern Speech Communication Association (Winston-Salem, NC, April 11-14, 1985).