By Peter Mandl
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It also implies that public relations, however, is conducted on the basis of asymmetrical communication in which the organization ‘gets what it wants without changing its behaviour or without compromising’ (Grunig and White, 1992). The asymmetric nature of public relations means that the organization will ﬁnd it diﬃcult to adapt to a changing environment because it does not recognize that communication with the outside, as well as with its own employees, must be a two-way process. Stacey’s (1993: 72) deﬁnition of extraordinary management states that it is ‘the use of intuitive, political, group learning modes of decision-making and self-organizing forms of control in open-ended change situations.
Today, recognizing that public relations reaches beyond customers, the Chartered Institute of Marketing (CIM) concurs with the public relations industry that many marketing tactics such as media relations, press relations and product publicity are derived from the public relations industry. From a strategic point of view, this is important in terms of quality assurance. 1 on page 104). Strategy is essentially longer-term planning while bo�om line sales tactics, in spite of loyalty schemes, o�en demand short-term, if not immediate, results.
To analyse the pressures and problems confronting the employing organization or company, it is understood that a number of proactive public relations processes are needed. These include using a variety of methods for collating public relations data such as: electronic sources such as CD-ROM library indexes and other organizational sources and external reference materials; diﬀerent interpretations of the public relations problem that incorporate perceptions of target audiences, including the media; the extent to which it is possible to deﬁne and predict future trends; the contribution of managers and employees as a resource in meeting the public relations campaign or corporate communication objectives.
Grundkurs Betriebssysteme by Peter Mandl