In today's competitive world, any organization, profit or non profit is demanded to enhance its relationship with stakeholders in a more professional way. Not only the approach should be strategic, but the fundamental philosophy of applying the concept of communication or 'public relations' should be directed towards the new paradigm: strategic managerial competence rather than practical technical skills alone.
Communication manager requires management knowledge, strategic thinking to deal with corporate challenges such as issue and crisis management, conflict resolution that involved legal and litigation that cannot be solved by a communication technician.
Public relations should be seen as the management of communication between an organization and its publics. It is a profession with a scholarly body of knowledge. It is a management function based on strategic counseling rather than publicity alone (Grunig, 2004).
The raising demand for professionals in communication management is not in proportion with supply of professionals in that field.
Communication manager requires management knowledge, strategic thinking to deal with corporate challenges such as issue and crisis management, conflict resolution that involved legal and litigation that cannot be solved by a communication technician.
Public relations should be seen as the management of communication between an organization and its publics. It is a profession with a scholarly body of knowledge. It is a management function based on strategic counseling rather than publicity alone (Grunig, 2004).
The raising demand for professionals in communication management is not in proportion with supply of professionals in that field.
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4/17/07
Master of Management in Communication
Course Structure
The Master of Management in Communication program is designed for those planning a career or already working in the communications and public relations industry. A balanced curriculum of management...more
