Dessimination vs.communication. 1 definition. Public relations is a management function that seeks to identify, build, and maintain mutually beneficial relationships between an organization and all of the publics on whom its success or failure depends.
Cutlip, Center, and Broom. Effective Public Relations. 1994
The Public Relations Society of America serves a diverse community of professionals, empowering them to excel in effective, ethical and respectful communications on behalf of the organizations they represent and the constituencies they serve.
The Public Relations Society of America, the world’s leading advocate for communications professionals, advances the careers of its members by providing:
our mission… declares our purpose as a company and serves as the standard against which we weigh our actions and decisions.To refresh the world...To inspire moments of optimism and happiness...To create value and make a difference.
Our vision serves as the framework for our Roadmap and guides every aspect of our business by describing what we need to accomplish in order to continue achieving sustainable, quality growth.
People: Be a great place to work where people are inspired to be the best they can be.
Portfolio: Bring to the world a portfolio of quality beverage brands that anticipate and satisfy people's desires and needs.
Partners: Nurture a winning network of customers and suppliers, together we create mutual, enduring value.
Planet: Be a responsible citizen that makes a difference by helping build and support sustainable communities.
Profit: Maximize long-term return to shareowners while being mindful of our overall responsibilities.
Productivity: Be a highly effective, lean and fast-moving organization.
9. Ask your customers if they would want to do business with an organization with that mission.
10. Ask your employees if they understand and support it and can act on it.
11. Ask your suppliers if it makes sense to them.Incorporate the feedback from customers, employees and suppliers and repeat the process.
12. When you have refined the paragraph into statements that clearly articulates the way the company wants to relate to those it effects, publish it to everyone. Post it on the wall, email it to everyone, etc.
Goals are broad; objectives are precise
Goals are general intentions; objectives are exact and explicit
Goals are immeasurable; objectives are measurable
Goals are abstract; objectives are concrete
Goals can’t be evaluated; objectives can.
To structure Objectives concerning our target groups
that will help us achieve our goals
… you name it !