Date of Award

1997

Degree Name

Journalism

College

W. Page Pitt School of Journalism and Mass Communication

Type of Degree

M.A.J.

Document Type

Thesis

First Advisor

Harold C. Shaver

Second Advisor

Ralph J. Turner

Third Advisor

Corley F. Dennison

Fourth Advisor

George T. Arnold

Fifth Advisor

Leonard J. Deutsch

Abstract

Public relations is at the heart of an organization's relaying of messages to its internal and external audiences. Communication with key audiences allows the organization to release important information, answer questions, address fears and misconceptions, maintain or change the organization's image, influence public opinion and address crises affecting the organization. The Army, like any large organization, must communicate effectively with its publics - legislators, service members, government representatives, the media, and the general public from which it draws its members.

Experts recommend a four-step process for conducting public relations programs (Hiebert, 174). An organization should first conduct research, both primary and secondary, to provide a basis for planning its communications. The organization must then write its communications plan, identifying key audiences and media resources, developing goals and outlining the strategy and desired outcome. Next the organization executes its communications plan. The final step of the process is to evaluate the results of the communication to determine whether the desired objectives were achieved. The Army, like many organizations, follows this Martin 2 process in conducting its public relations, but quite often neglects the final step of evaluation by presuming the objectives were accomplished (Ford, 8).

Subject(s)

United States. – Army – Communication systems.

Communication, Military – Methodology.

Crisis management.

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