Chapter 10-11 Notes

Public Relations Strategies and Techniques by Dennis L. Wilcox and Glen T. Cameron

Chapter 10

  • Strategic conflict management’s key components are strategic, management, competition, and conflict.
  • A public relations professional or team must determine the stance its organization will take toward each public or stakeholder involved in the conflict situation.
  • The contingency theory is made of two principles.
  • The first is that many factors determine the stance or position of an organization when it comes to dealing with conflict and perceived threats against one’s organization.
  • The second is that public relations stance for dealing with a particular audience or public is dynamic, that is, it changes as events unfold.
  • There are four phases of conflict management: proactive, strategic, reactive, and recovery.
  • Issues management have five basic steps: issue identification, issue analysis, strategy options, an action plan, and the evaluation of results.

Chapter 11

  • The most significant aspect of the mass audience in the United States is diversity.
  • Public relations has become more research-driven and strategic in practice.
  • The youth market is very important.
  • Other emerging audiences include catholic and evangelical groups, the gay/lesbian community, the disability community, and women.
  • About 3,500 hours a year are spent by Americans on various media.
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