Strategic Public Relations Management and Crisis Communication课件.ppt

Strategic Public Relations Management and Crisis Communication;What is Public Relations?;Public Relations Professionals Worldwide Want to Be More “Strategic”;Purposes of My Research;Key Characteristics of Excellent Public Relations Functions;Public Relations Must Become Strategic;PR Adds Stakeholder Relations to Strategic Management;Reputation Cannot Be Managed …Only the Behavior of Management;Relationships Produce Reputation;Public Relations Contributes to Strategic Management by;Important Contributions of Public Relations to Strategic Management;Organizational Reputation ;Value of Good Relationships with Strategic Publics; Costs of Poor Relationships;Strategic Tools of Public Relations We Have Subjected to Systematic Research;Environmental Scanning;Issues Management;Scenario Building;Crisis Communication;Principles of Crisis Communication;Principles of Crisis Communication;Evaluation of the Long-Term Value of Public Relations Can Be Done by Measuring the Quality of Relationships;Relationships and Reputation;Our Major Conclusion;How These Measures Have Been Applied (e.g., by Strategy One/Edelman);Case of Brookhaven National Laboratory;How Public Relations Professionals Enter Strategic Management;Complete Results ofThe Excellence Study;For More Information on Measuring Relationships, Go to the IPR Website;For Measuring Relationships Qualitatively;For More on Evaluation at Several Levels;Public Relations and Strategic Management