دانلود رایگان مقاله اطلاعات استراتژیک روابط عمومی: تجزیه و تحلیل اطلاعات، ارتباطات و نفوذ

abstract

The article offers an approach to public relations from the perspective of intelligence collection and analysis. In a context of a superabundance of publicly available information on the general environment for organizations and their stakeholders, the article highlights the need for producing intelligence in order to facilitate the formulation of strategic communication and enhance relationship management activities. The literature on issues management and competitive intelligence is explored in order to analyze the relationships between their anticipatory practices and their points of convergence. The article proposes using the concepts of Intelligence-led PR and PR Intelligence for capturing and expressing two different but complementary dimensions of the relationship.

6. Conclusion

PR as a strategic communication process requires intelligence to be, or become, strategic. Intelligence provides the basis for knowing, understanding, and explaining what is happening and is likely to happen regarding the environment of an organization and its stakeholders through tailored outputs that incorporate implications for the organizations. The superabundance of information and the massive data available from open sources, as well as through internal sources, whether tacit or explicit, require an intelligence capability, function or program to avoid overload, distill what is relevant for the organization and provide focus or perspective. In the context of an information society, information overload and digital communication, organizations need intelligence for managing their environment and their relationships.