ERIC Number: ED261441
Record Type: RIE
Publication Date: 1985-May
Reference Count: 0
The Michigan Awareness Program: A Case Study in Effective External and Internal Organizational Communication.
Jacobson, Harvey K.
To illustrate the experience of a nonprofit organization whose high respect for theory and research shaped the design and implementation of a major public relations program, this paper reports on a University of Michigan program to arrest erosion of the state financial support in a period of worsening economic problems. The next five sections of the paper discuss components of the communication process around which the program rationale and strategies were organized: (1) communicator, including the communication function, adaptive systems, organizational effectiveness, organizational climate, and time commitment; (2) audience, including organizational linkages to the public, public attitudes, and the behavior of legislators; (3) channels, including communication mode and communication mix; (4) content, including message strategies and content guidelines; and (5) effects, including hierarchy of effects and awareness emphasis. The following sections of the paper outline program goals, describe components of the program implementation, and discuss program evaluation and results. The summary points out the unifying effect of this public relations program on the state's higher education community. (DF)
Publication Type: Reports - Descriptive; Speeches/Meeting Papers
Education Level: N/A
Authoring Institution: N/A
Note: Paper presented at the Annual Meeting of the International Communication Association (35th, Honolulu, HI, May 23-27, 1985).