I've decided to recommit myself to blogging if for no other reason than to keep up my knowledge of the public relations profession. My goal is to read from one of my past PR textbooks once a week and blog about what I learned.
This week I've been reading from Manager's Guide to Excellence in Public Relations and Communication Management by David M. Dozier with Larissa A. Grunig and James E. Grunig. If you're so inclined, you can actually read this book online. The link above will take you right to it.
Though much of the information in this book is more technical than I'm accustomed to reading, I found the material beneficial and applicable to my work in public relations. I was most intrigued in one chapter's discussion of strategic knowledge and research knowledge in public relations.
The book states that strategic knowledge includes the ability of a practitioner to:
- Manage the organization's response to issues
- Develop goals and objectives for your department
Research knowledge involes the expertise necessary to:
- Use research to segment publics
- Conduct evaluation research
- Nonpublics ("not affected in any way by an organization's behavior")
- Latent publics ("affected by a organizational behavior, but are not aware of this")
- Aware publics (realize they have a common problem)
- Active publics (aware publics that "organize to do something about their common problem")