The concept of corporate campaign theories can be discussed from at least two major perspectives: promotional product or service advertising campaigns, most relevant to the field of marketing, or the less visible corporate issues campaigns, most relevant to the field of public relations and issues management. This entry explores the corporate issues campaigns perspective and associated theoretical frameworks.
In the corporate environment, issues campaigns focus on either opportunities or threats. Every corporation wants to function as autonomously as possible in its economic environment. In that environment, an issue that could result in additional regulatory, legislative, or legal restriction is perceived as a threat to the organization’s ability to function, and the organization attempts to resolve the issue before these restrictions become necessary. In a parallel scenario, when the regulatory, legislative, or legal outcome is perceived as beneficial to the organization, the organization will attempt to further these actions. Whether beneficial or restrictive, corporate efforts frequently take the form of management-level information campaigns that could involve coalition building, mass media or interpersonal contact, and usually behavior change in the relevant organization.
Littlejohn, Stephen W and Karen A.Floss. (2009). Encyclopedia of Communication Theory.USA:SAGE.654
Penanggungjawab naskah :
Edwina Ayu Kustiawan
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