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Reflective Communication Management, a Public View on Public Relations

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Abstract:

Current public relations is commonly defined as relationship building with publics. In this paper we will argue that a feasible managerial concept of public relations needs more indicators than relationships alone to reflect the plural nature of its service to organizations and society, and that this needs to be an empirically based concept. We, therefore, will propose a two-by-two-dimensional definition of organization and communication and derive four basic models of communication management from it. We will propose different indicators for each of the four models. Then we will argue that the four models are not exclusive, but complementary, and that organizations are best advised to use these simultaneously in various combinations, i.e., as strategies. We will argue that this is necessary because all models are positioned at the behavioral level, i.e., on (members of) organizations and their publics. Taken individually, the societal level remains totally neglected. We will argue that this is a fundamental misunderstanding of the legitimacy problem of organizations. To address this we will propose a new view of practical public relations called reflective communication management that is derived from social sciences rather than behavioral sciences. In this view of communication management the four existing models are combined as strategies.

Most Common Document Word Stems:

communic (252), manag (209), public (190), relat (129), organ (112), mean (82), theori (69), view (68), model (67), social (60), approach (58), process (55), institut (52), reflect (50), 2000 (44), societi (42), develop (38), organiz (37), role (37), societ (36), dimens (32),

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Public Relations Models, Public Relations Theories.
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Name: International Communication Association
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http://www.icahdq.org


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MLA Citation:

Van Ruler, A. A. Betteke. and Vercic, Dejan. "Reflective Communication Management, a Public View on Public Relations" Paper presented at the annual meeting of the International Communication Association, Marriott Hotel, San Diego, CA, May 27, 2003 <Not Available>. 2009-05-26 <http://www.allacademic.com/meta/p111430_index.html>

APA Citation:

Van Ruler, A. and Vercic, D. D. , 2003-05-27 "Reflective Communication Management, a Public View on Public Relations" Paper presented at the annual meeting of the International Communication Association, Marriott Hotel, San Diego, CA Online <.PDF>. 2009-05-26 from http://www.allacademic.com/meta/p111430_index.html

Publication Type: Conference Paper/Unpublished Manuscript
Review Method: Peer Reviewed
Abstract: Current public relations is commonly defined as relationship building with publics. In this paper we will argue that a feasible managerial concept of public relations needs more indicators than relationships alone to reflect the plural nature of its service to organizations and society, and that this needs to be an empirically based concept. We, therefore, will propose a two-by-two-dimensional definition of organization and communication and derive four basic models of communication management from it. We will propose different indicators for each of the four models. Then we will argue that the four models are not exclusive, but complementary, and that organizations are best advised to use these simultaneously in various combinations, i.e., as strategies. We will argue that this is necessary because all models are positioned at the behavioral level, i.e., on (members of) organizations and their publics. Taken individually, the societal level remains totally neglected. We will argue that this is a fundamental misunderstanding of the legitimacy problem of organizations. To address this we will propose a new view of practical public relations called reflective communication management that is derived from social sciences rather than behavioral sciences. In this view of communication management the four existing models are combined as strategies.

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Document Type: .PDF
Page count: 31
Word count: 11847
Text sample:
53rd Annual Conference of the International Communication Association “Communication in Borderlands” May 23-27 2003 San Diego CA USA Reflective Communication Management a Public View on Public Relations Abstract Current public relations is commonly defined as relationship building with publics. In this paper we will argue that a feasible managerial concept of public relations needs more indicators than relationships alone to reflect the plural nature of its service to organizations and society and that this needs to be an empirically
D.J. (1991). Corporate Social Performance Revisited (16) Academy of Management Review no. 4 pp.691-718. Zerfass A. (1996). Dialogkommunikation und strategische Unternehmensführung. In: G. Bentele H. Steinmann & A. Zerfass (Hrsg.). Dialogorientierte Unternehmenskommunikation. Grundlagen Praxiserfahrungen Perspektiven pp.23-58 Berlin: Vistas. Zijderveld A.C. (2000). The Institutional Imperative. The Interface of Institutions and Networks. Amsterdam: Amsterdam University Press. 30 Zweekhorst P.A.M. (2001). Communicatiemanagers: visies van topmanagers. Amsterdam: Boom. 31


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