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March 12, 2012
Taking a 'Wide Angle View' of Organizations
As the 11th edition of the classic textbook, "Effective Public Relations," moves toward publication, one of its authors, Glen Broom, recommends that PR practitioners take "a wide-angle view" of their clients' organizations. No longer will a "telephoto lens focusing tightly on the customer" suffice, Broom advises. 

This is one of those "concepts for our times" that's both easy and imperative to keep at hand. It's a social media age in which the contributions of everyone in an organization matter greatly. And Jeff Altheide, who passes along Broom's comment in a PRWeek blog post, notes that "those who build on the tenets public relations with a wide-angle view of the organization and a bottom-line focus on business results will be more valuable than ever before." Indeed so. 

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Doug Bedell has a background in journalism and PR and is the owner of Resource Relations LLC in Central PA, focusing on organizational and crisis communication. He’s the community manager of SimplyFair.net, a social network on fairness. On the Web, Doug’s at www.ResourceRelations.com. On Twitter, he’s @DougBeetle.
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