Boundary spanning is more of an academic term for developing external relationships in order to accomplish your business objectives. This is usually accomplished by joining an industry association to help lobby for legislative changes or partnering with another small business to increase sales. Public relations is a boundary spanner, that uses several communication methods to establish and build relationships. Each boundary spanning strategy (Media Relations, Social Media, Internal Public Relations, Social Responsibility) or function in PR is about relationship-building.
MBA case study / assignment questions on boundary spanning in public relations.
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You are the leader in a healthcare industry. You often work closely with your Corporate Communications and PR team so they can ensure a positive brand image for your chain of hospitals.
a. To stay updated and connected with the latest trends in the industry, state and justify your opinion on the importance of boundary spanning?
b. A recent incident of insensitive patient interaction at your hospital has tarnished your image in the media. What will you do to control the damage and handle the crisis?
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