How Public Relations Contributes to Organizational Effectiveness
Contemporary public relations exists within the management of the organization, so the public relations professional has to become educated on how organizations are managed. This chapter introduces several different management theories that help define organizational success and the management role of public relations.
Management theory defines organizational effectiveness in a number of ways. Early theories of management stressed meeting goals as a measure of effectiveness. This approach proved to be rather simplistic and did not recognize the interconnectedness of organizations with their environments. A systems model approach was developed as a reaction to the limitations ...
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