1.1

Management of the relationships of an organization with the public in search of mutual

understanding, generating as a consequence a positive corporate

reputation. Its about corporate image & reputation.

All those sectors that belong to the environment of the organization and with which the organization is related.

The concept of Public is not synonymous with Target.

- Employees/Executives.

- Other organizations or institutions.

- Real and potential customers.

- Neighboring entities.

- Mass Media.

- Associations.

- Sponsors/Suppliers/Investors/Shareholders.

- Financial Institutions/Other Universities.

- Public Administration/Government.

• The term “organization” comes from the Greek organon that was the instrument to do or achieve something

• The set of people with the

  appropriate means that work to achieve a specific purpose.

• An organized group of people with a particular purpose, such as a

  business or government department.

• The systemic perspective of public relations describes a consequential relationship between the organization system and the rest of the systems in its environment.

• When the system organization has consequences on other external systems (public) both systems interpretate and depic conseqences for the organitation

• This allows us to identify the public map of the organization.

That the term organization can be approached from different perspectives:

• Legal perspective: Legal person subject to contractual and fiscal rights and obligations, etc.

• Sociological Perspective: Group of people who cooperate and coordinate their activities to achieve a specific objective.

• Systemic perspective: Integrated set of parts that work as a whole (System Theory).

• As a subsystem of the organization

1. Press Agentry

2. Public Information

3. Two-Way Asymmetrical Communication

4. Two-Way Symmetrical Communication

1. Purpose

2. Nature of communication

3. Nature of research

4. Where practiced today

1. Propaganda

2. Persuasion

3. One-Way communication

4. Influencing the audience

5. Sports, theatre and product promotion

1. Meaningful information

2. One-Way communication

3. Media Relations techniques

4. Government, non-profit associations, business

1. Persuasion

2. Manipulation

3. Two-Way communication

4. imbalanced communication

5. Competitive Business, agencies

1. Negocation

2. Ethical model

3. Two-way communication

4. mutual understanding

5. resolve conflicts

6. Competitive Business, agencies

1. Enabling linkage: are the links with organizations and social groups that provide the authority and control the resources that make the existence of the organization

possible. ex: to the government

2. Functional linkage: they are the links with organizations that provide inputs and take outputs. In this way, functional links can be input (relations with employees, unions and suppliers of raw materials) or output (with organizations that use the

products of the organization). ex: manufacturing company with employee unions and distribution networks

3. Normative linkage: these are the links established with organizations that face similar problems or share the same values. ex: actions can be seen positive or negative ex: eco-friendly company to NGOs

4. Difuse linkage: those that can not be clearly identified as members of formal organizations. ex: tech start up with social media influencers to build brand awareness

The result of what you do, what you say and what

others say about you.

1. Public: Refers to a broader group of people without specifying a particular interest or characteristic. It signifies a collective without a specific focus or shared concern

2. Audience: Denotes a specific group of individuals with a common interest or characteristic. In public relations, strategies often target a defined audience to convey information effectively