СТРАТЕГИЧЕСКИЯТ PR КАТО СИСТЕМА ЗА ИЗПРЕВАРВАЩА И ЗАЩИТНА РЕПУТАЦИОННА КОМУНИКАЦИЯ
STRATEGIC PR AS A SYSTEM FOR PREEMPTIVE AND DEFENSIVE REPUTATION COMMUNICATION
Author(s): Milen FilipovSubject(s): Social Sciences, Media studies, Communication studies, Sociology, Social Norms / Social Control
Published by: Бургаски свободен университет
Keywords: strategic public relations; organisational reputation; crisis communication; issue management
Summary/Abstract: Strategic public relations (PR) is an organisational management system for preemptive (proactive) and defensive (reactive) reputational communication. The organisational reputation is the stakeholders’ evaluation of the pursuit and achievement of business goals in compliance with the moral and ethical expectations and constraints imposed by the organisation’s stakeholders and the wider public. The article examines the reputation from a sociological perspective in the context of the strategic public relations applied in managing crises caused by external and internal organisational problems and incidents.
Journal: Съвременна хуманитаристика
- Issue Year: 2020
- Issue No: 1
- Page Range: 6-12
- Page Count: 7
- Language: Bulgarian