Author's Keywords: public relations, media, strategy, legitimacy	Convention All Academic Convention can solve the abstract management needs for any association's annual meeting. Submission - Custom fields, multiple submission types, tracks, audio visual, multiple upload formats, automatic conversion to pdf. Review - Peer Review, Bulk reviewer assignment, bulk emails, ranking, z-score statistics, and multiple worksheets! Reports - Many standard and custom reports generated while you wait. Print programs with participant indexes, event grids, and more! Scheduling - Flexible and convenient grid scheduling within rooms and buildings. Conflict checking and advanced filtering. Communication - Bulk email tools to help your administrators send reminders and responses. Use form letters, a message center, and much more! Management - Search tools, duplicate people management, editing tools, submission transfers, many tools to manage a variety of conference management headaches! Click here for more information.
Association: Name: International Communication Association URL: http://www.icahdq.org
Citation: URL: http://www.allacademic.com/meta/p13848_index.html Direct Link: HTML Code:

Bartlett, Jennifer. "Strategic Use of Media in Public Relations: Relationships Between Media Coverage, Public Relations and Organizational Strategy" Paper presented at the annual meeting of the International Communication Association, Sheraton New York, New York City, NY, <Not Available>. 2008-10-10 <http://www.allacademic.com/meta/p13848_index.html>

Bartlett, J. L. "Strategic Use of Media in Public Relations: Relationships Between Media Coverage, Public Relations and Organizational Strategy" Paper presented at the annual meeting of the International Communication Association, Sheraton New York, New York City, NY Online <PDF>. 2008-10-10 from http://www.allacademic.com/meta/p13848_index.html

Publication Type: Conference Paper/Unpublished Manuscript Abstract: Abstract A central claim of public relations is its strategic role in understanding the environment and advising management on adjustment and adaptation initiatives to achieve best fit between organization and environment. The resulting legitimacy or social acceptance of the organization therefore is a critical outcome for the public relations function and relies on careful understanding of both social expectations and appropriate strategies to achieve acceptance. This paper explores public relations’ conceptualisation of this function and explains why public relations scholars should reconsider the use of the mass media in a strategic function. The limitations of resource dependency theories that underpin adjustment and adaptation approaches can be addressed through concepts in ecological and institutional theory about environmental pressures on organizational structure, strategy and practices. Within this perspective the mass media are an environmental actor that confers legitimacy. Mass media are also active in depicting opinions of those social actors who have the power and ability to influence organizations. I argue that opinions about legitimacy depicted in mass media are a source of intelligence that can drive strategic organizational action.

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