Foundation study explores PR in small organizations.The IABC IABC International Association of Business Communicators IABC Indo-Americans for Better Community Research Foundation has published Thinking Big, Staying Small: Communication Practices of Small Organizations, a new report based on a four-year study about how small organizations conduct their communication functions. One of the most important findings of the study, which was sponsored by Hallmark, is the central role played by the CEO (1) (Chief Executive Officer) The highest individual in command of an organization. Typically the president of the company, the CEO reports to the Chairman of the Board. . The success of an organization's public relations public relations, activities and policies used to create public interest in a person, idea, product, institution, or business establishment. By its nature, public relations is devoted to serving particular interests by presenting them to the public in the most often rests on the communication skills and perseverance of that one leader. Another recurring re·cur intr.v. re·curred, re·cur·ring, re·curs 1. To happen, come up, or show up again or repeatedly. 2. To return to one's attention or memory. 3. To return in thought or discourse. theme was that the key driver of PR for many small organizations is building relationships, rather than getting publicity. The report includes a diagnostic tool that helps convert complex normative theory to an easily understood and administered test that can be used to benchmark performance. Look for a summary of the study in CW Bulletin. To order the complete report, go to www.iabc.com/knowledge. |
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