Sunday, December 13, 2009

Chapter 4

A public is any group whose members have a common interest or common values in a particular situation. The word stakeholder often substitutes for the word public. Resource dependency theory is comprised of three beliefs: (1) To fulfill their values, organizations need resources, such as raw materials and people to work for the organization. (2) Some of those key resources are not controlled by the organization, so (3) to acquire those key resources; organizations must build productive relationships with the publics that control the resources. However it’s obvious that it’s darn near impossible to keep up with all of the publics that organizations have relationships, which is why categories are so important. Some of the categories include traditional and nontraditional, primary and secondary, and internal and external publics just to name a few.

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