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Strategic use of media in public relations: Relationships between media coverage, public relations and organizational strategy

机译：媒体在公共关系中的战略运用：媒体报道，公共关系与组织策略之间的关系

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摘要

AbstractududA central claim of public relations is its strategic role in understanding the environment and advising management on adjustment and adaptation initiatives to achieve best fit between organization and environment. The resulting legitimacy or social acceptance of the organization therefore is a critical outcome for the public relations function and relies on careful understanding of both social expectations and appropriate strategies to achieve acceptance. This paper explores public relations’ conceptualisation of this function and explains why public relations scholars should reconsider the use of the mass media in a strategic function. The limitations of resource dependency theories that underpin adjustment and adaptation approaches can be addressed through concepts in ecological and institutional theory about environmental pressures on organizational structure, strategy and practices. Within this perspective the mass media are an environmental actor that confers legitimacy. Mass media are also active in depicting opinions of those social actors who have the power and ability to influence organizations. I argue that opinions about legitimacy depicted in mass media are a source of intelligence that can drive strategic organizational action.
机译：摘要 ud ud公共关系的中心主张是其在了解环境和建议管理人员进行调整和适应举措以实现组织与环境之间的最佳契合方面的战略作用。因此，组织的合法性或社会认可度是公共关系职能的关键结果，它取决于对社会期望和适当策略的认真理解，以实现认可度。本文探讨了公共关系对此功能的概念，并解释了为什么公共关系学者应在战略功能中重新考虑使用大众媒体。可以通过生态和制度理论中有关组织结构，战略和实践的环境压力的概念来解决支撑调整和适应方法的资源依赖理论的局限性。从这个角度来看，大众传媒是赋予合法性的环境参与者。大众媒体也积极描述那些有能力和能力影响组织的社会行为者的观点。我认为，大众媒体所描述的关于合法性的观点是可以推动战略性组织行动的情报来源。

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  • 作者

    Bartlett Jennifer L.;

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  • 年度 2005
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  • 原文格式 PDF
  • 正文语种 {"code":"en","name":"English","id":9}
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