An Overview of The Public Relations Function, Second Edition, 2nd Edition

PART II

Organizations and Processes

 

 

CHAPTER 5

Organizational Factors, Culture, Character, and Structure

A demand for research-based, strategic management communication influences the actual form that management takes in an organization. Communication professionals who demonstrate greater management knowledge, skills, and abilities (“KSAs”) are likely to participate in the dominant coalition and strategic management of an organization; the routes that they use to achieve inclusion require a great deal of management knowledge. Additionally, points 2 and 3 are organizational factors that predict how excellent a public relations function can be:

1. Communicator knowledge;
2. Shared expectations with the CEO about communication; and
3. The ethical character ...