16 Building and managing the organization’s profile
Eduardo Missoni
16.1 Introduction
Communication, external relations, and resource mobilization (RM) are three closely interrelated areas that play a crucial role in contributing to the success of organizations in terms of social positioning (legitimacy, credibility, and visibility) and capacity to sustainably pursue institutional objectives. The result of these three interconnected fields of activity make up what can be defined as the public profile of an organization.
Effective communication is vital to all aspects of an organization’s life. From interpersonal communication to mass communication, effective communication is indispensable in comprehensively managing ...
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