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- Title
It Isn't What You Know, It's What Computer You Know That Knows It.
- Authors
Brody, E. W.
- Abstract
The article presents information related to the public relations management. Competition for clients and corporate positions inevitably will increase over the remainder of the century. Increasing numbers of students are graduating with degrees in public relations while numbers of prospective employers remain relatively stable. The competitive problem will revolve around what marketers call differentiation, but with a somewhat different twist. Differentiation refers to the ability of an organization to differentiate itself or its products from the competition. Differentiation in marketing can be a matter of reality or perception. Those who consistently develop more productive public relations programs always will be in demand. Public relations practitioners must recognize that they are knowledge workers, that bodies of knowledge are changing more rapidly than ever before, and that the latest knowledge is essential to day-to-day success. The solution to the problem, then, requires developing systems that assure instant access to needed information.
- Subjects
INFORMATION resources management; INFORMATION professionals; PUBLIC relations; PUBLIC relations firms; CUSTOMER relations; EMPLOYEES
- Publication
Public Relations Quarterly, 1990, Vol 35, Issue 1, p4
- ISSN
0033-3700
- Publication type
Article