Public Relations Journal

Articles from Vol. 49, No. 11, November

Benchmarking Intelligence Fuels Management Moves
Understanding benchmarking as a method for competitive analysis and strategic planning can make public relations professionals more valuable to top management. Putting even unrelated businesses under a magnifying glass to get new ideas is a practice...
Building an Issues Management System
Most of us handle issues instinctively, almost accidentally. Or, we wait until they become crises. This issues-driven public relations process is not about crisis. It is summarized by one word: anticipation. Issues-driven public relations is analogous...
Crises Impact on Reputation Management
Success does not happen overnight, but failure often does. Businesses and other organizations will always face critical moments. Therefore, the effort to control negative situations continues to become more sophisticated. "Reputation management" is the...
Managing Issues Acts as Bridge to Strategic Planning
Issues management was introduced 17 years ago as a new promise to enhance the role of public relations. For the most part, it hasn't happened. Empty promises? Has issues management run out of gas? What has kept the function from becoming the center-piece...
PR Pros Brace for Health Care Reform
I don't have a personal life anymore," quipped Kathleen Larey Lewton, Fellow, PRSA, surveying the piles of health care-related paperwork on her desk. "This is killing me." The massive undertaking required to implement President Clinton's health care...
Schools of Thought on Education
Where should public relations education be headed? Should fledgling practitioners be focusing on skills learned in schools of journalism or mass communication? Or is the future of the profession best served by stressing marketing, advertising and management...
Sexual Harassment: What's Happening and How to Deal with It
The shame of being sexually harassed by a co-worker has, until recently, kept many professionals in public relations from admitting that such incidents persist. Practitioners are challenged to help their organizations develop policies and procedures...
Technology Transforms Media Relations Work
High technology has taken much of the grunt work out of the media relations function. Computer software programs, databases and CD-ROM disks are revolutionizing the way public relations practitioners target the media. The new tools are packed with nitty-gritty...
The Burning Question of Ethics: The Profession Fights for Better Business Practices
Public relations as a profession today is both an ethical battleground and a barometer for proper ethical conduct in business and human relationships. Practitioners should encourage the adoption and enforcement of codes of business practice that will...
The New Education Agenda for the '90S: Business Moves to Reform the System
TO ASSURE A SUPPLY OF QUALIFIED WORKERS IN THE 21ST CENTURY, BUSINESS AND PHILANTHROPIC ORGANIZATIONS HAVE STEPPED UP PROGRAMS TO CHANGE THE U.S. SCHOOL SYSTEM AND IMPROVE THE QUALITY OF EDUCATION. PUBLIC RELATIONS CAN AND SHOULD PLAY AN EVEN GREATER...
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