Analysis of "This is PR..." (part 28)

Model of a Successful Organization
An Analysis by:
Charles Lamson

Model of the Successful Organization

A successful organization begins with and invests much energy in a definitive mission statement (values) - the distilled essence of the organization's reason for being. The definitive mission statement implies the organization's positioning, goals and policies ("This is PR: The Realities of Public Relations 9th ed." by Doug Newsom, Judy VanSlyke Turk and Dean Kruckeberg; pg. 302).

This is carried out by corporate culture (shared values). Corporate culture is demonstrated by role models and heroes, and reinforced by rituals and stories. Corporate culture is the source of teamwork, morale and productivity (Newsom, Turk, Kruckeberg; pg. 302).

This, in turn, lets the organization speak with one clear voice to penetrate the the changing and competitive environment by building positive public relationships (expressed values). More than marketing or communication, positive public relationships are the source of loyalty, credibility and trust (Newsom, Turk, Kruckeberg; pg. 302).

Over time this creates a reputation (understood values). A good reputation generates latent readiness to like accept, trust or believe. Reputation is a serendipitous and self-powering force that lies at the core of all human interface. Reputation is epitomized in the old Squibb motto, "The priceless ingredient in every product is the honor and integrity of it's maker" (Newsom, Turk, Kruckeberg; pg. 302).