The Rise of Public RelationsFirms

在类似的时间，这些开发项目是在公司内部进行的，其他沟通专业人员正在分别努力应对基础设施建议的不断增长需求。Edward Bernays，David Finn，Harold Burson和More Mighty，Linda Robinson等公共家庭成员领域的神话，帮助该职业从报告的根源扩展到了一个更高级和更受人尊敬的领域。这些是公司经常被公司聘请的公关公司的创始人和领导人，以应对自己的公共关系或公共事务部门的不足。结果，沟通流派涌现，培训将在这些公司工作的顾问。Shandwick，Hill和Knowlton以及Burson Marsteller仅举几例，今天仍在继续生活，以修复公共家庭成员领域的组织需求。沟通学校仍然为进入该公司的参赛者提供资源。

For many years, those PR firm dominated the communications area. They essentially operate as outsourced communications department for many organizations who could not meet the expense of their own or who wanted additional help for special situation, such as crisis or promotional behavior. Even today, these firms give some of the best recommendation available on a number of issues connected to corporate communication. But, for the most part, they are unable to handle the day-to-day activities necessary for an even flow of communications from an organization to its constituent.

Thus, as problems in the 1970s residential outside of organization requiring more than the straightforward internal PR function supplemented by the exterior consultant from a PR firm, the ancestry of the new corporate communication function in progress to take embrace within companies. Accordingly, this new functional area is ongoing to look more like other functional areas within the corporation. These changes shaped requirement for business- school-trained professionals who could understand and con- poetry with other manager in their own language. It also created a much more complex functional area with many sub functions moreover just media family members. The corporate communication strategy framework

Companies use corporate communications to obtain a group of people to do something; buy a product, work for the corporation, or basically have a positive estimation of the company. Organizations institute the intention and match that purpose with the organization's current circumstances and resources. Those possessions are then used to converse a carefully prearranged message to constituencies, who then respond or act in response to the communication. The company, in turn, assesses the response and decides what it wants the electorate to do. Thus the cycle continues.