All Academic, Inc. Research Logo

Info/CitationFAQResearchAll Academic Inc.
Document

Reflective Communication Management, a Public View on Public Relations
Unformatted Document Text:  1 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 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.

Authors: Van Ruler, A. A. Betteke. and Vercic, Dejan.
first   previous   Page 1 of 31   next   last



background image
1
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 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.


Convention
All Academic Convention makes running your annual conference simple and cost effective. It is your online solution for abstract management, peer review, and scheduling for your annual meeting or convention.
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.

first   previous   Page 1 of 31   next   last

©2012 All Academic, Inc.