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Ch 4: Public Relations for Business

About This Chapter

Watch video lessons on public relations for business and learn about public issues, issue management, collaborative relationships and more. The engaging animations and on-screen graphics help you easily retain key info.

Public Relations for Business - Chapter Summary and Learning Objectives

Take a look at the different ways businesses influence public opinion and build collaborative relationships with stakeholders in this chapter. You'll get an overview of public relations management activities and learn about crisis planning and management. When you've watched the video lessons in this chapter, you'll know about:

  • The significance of public issues in corporations
  • How Public Relations departments are structured
  • The steps used by management to process issues
  • The benefits of stakeholder engagement in business

Video Objectives
Public Issues & Their Significance in the Modern Corporation Define public issues and examine their importance in modern corporations.
Public Relations Management: Skills, Activities & Departmental Structure Discover the skills that are required to effectively manage public issues and learn about who is responsible for managing these issues. Examine the structure of a public relations department and discuss its activities.
What Is an Effective Issue-Management Process? List the steps in the issue management process. Discern how this process can be the most effective.
Why Companies Use Public Relations Identify reasons why companies use public relations as part of their promotional mix. Discover different public relations tools that you have likely seen everyday.
Crisis Planning & Management in Business: Definition & Elements See the definition for crisis and highlight the elements that make an effective crisis management plan, such as risk assessment and crisis prevention.
Building Collaborative Relationships Between Organizations & Their Stakeholders Learn how businesses create collaborative relationships with their stakeholders and list the benefits of these relationships. Discuss the use of engagement, dialogue and network building.

6 Lessons in Chapter 4: Public Relations for Business
Test your knowledge with a 30-question chapter practice test
Public Issues & Their Significance in the Modern Corporation

1. Public Issues & Their Significance in the Modern Corporation

In this lesson, you'll learn how corporations use environmental analysis and competitive intelligence to keep abreast of public issues and why this is important to keeping their stakeholders satisfied.

Public Relations Management: Skills, Activities & Departmental Structure

2. Public Relations Management: Skills, Activities & Departmental Structure

Companies utilize a public relations team to create mutually beneficial relationships between organizations and stakeholders. In this lesson, you will learn about public relations management, skills, activities, and the departmental structure.

What Is an Effective Issue Management Process?

3. What Is an Effective Issue Management Process?

Companies have to constantly be alert for potential public issues. In this lesson you will learn how to utilize an effective issue management process to proactively solve problems.

Why Companies Use Public Relations

4. Why Companies Use Public Relations

This lesson covers the reasons why companies use public relations as part of their promotional mix. Discover different public relations tools that you have likely seen everyday.

Crisis Planning & Management in Business: Definition & Elements

5. Crisis Planning & Management in Business: Definition & Elements

Companies should be educated about crisis planning and management in business. In order to avert or repair any crises, there are numerous crisis planning elements that need to be in place in order to prevent a corporate downfall.

Building Collaborative Relationships Between Organizations & Their Stakeholders

6. Building Collaborative Relationships Between Organizations & Their Stakeholders

Companies need to invest time in building collaborative relationships between organizations and their stakeholders. In this lesson, you will learn about stakeholder engagement stages.

Chapter Practice Exam
Test your knowledge of this chapter with a 30 question practice chapter exam.
Not Taken
Practice Final Exam
Test your knowledge of the entire course with a 50 question practice final exam.
Not Taken

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