Corporate Public Affairs explores the increasing interest in public affairs by today's organizations. Lerbinger indicates that more and more frequently corporations are establishing public affairs positions--typically within public relations departments--to respond to issues and concerns arising out of the sociopolitical environment in which the corporation functions. He articulates the functions and responsibilities of the public affairs role, and investigates the approaches to dealing with primary constituencies--interest groups, media, and government.
Divided into five parts, this book:
*provides an overview of the corporate public affairs function;
*explores strategies of the myriad interest groups in the United States, such as labor unions and environmental, consumer, women's, and human rights groups;
*recognizes the media's increasing coverage of business events, especially negative ones, that have tremendous power both to undermine corporate credibility and to support public policy positions;
* deals with legislative, executive, and judicial branches of government; and
*raises the question of how corporate power strategies have affected the political marketplace.
This book will appeal to advanced-level students, scholars, and practitioners in public relations and business fields.
Table of Contents
Contents: Preface. Part I: Introduction. An Overview of Corporate Public Affairs. Part II: Interest Group Strategies. Interest Group Strategies and Forms of Opinion Leader Communication. Conflict Resolution: Mediation and Negotiation. Part III: Media Strategies. Proactive Media Relations. Gaining Semicontrol Over the Media: Broadcast Appearances. Gaining Complete Control Over the Media: Advocacy Advertising. Holding the Media Accountable and Suing. Bypassing the News Media: Direct Communication. Part IV: Governmental Strategies. Direct Lobbying. Grassroots Lobbying. Electoral Activities. Litigation Communication. Part V: Dominance Versus Competition. Ascendancy of Corporate Power. Constructing a Competitive Political Marketplace. Heeding the Public Interest.