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Four Basic Communication Strategies, Beyond the Borders of Traditional Public Relations Practice

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Abstract:

Increasing numbers of professionals in public relations consider themselves to be strategic managers and consultants. Surprisingly, they have difficulty in making clear what it really is that they manage and what their consultations truly represent, what aims they have and what strategies they use. In this paper I present a model consisting of basic communication strategies, derived from communication theory and rooted in described public relations approaches in the Netherlands.
The theoretical constructed and empirically clarified communication models-in-use revealed a typology of seven public relations approaches. From the point of view of communication theory, three of these models cannot be taken seriously. However, there is no empirical or logical evidence that any of the remaining four theory-based communication models alone could outclass the other three models. In the final section of this paper, I propose, therefore, to go beyond the limiting traditional practical public relations borders and view these four models as being a composite of complementary basic communication strategies in public relations practice.

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communic (236), public (176), relat (154), model (95), way (76), manag (70), mean (69), one (57), view (49), process (47), theori (46), two (45), use (45), grunig (42), van (41), type (40), research (39), organ (38), strategi (37), inform (35), profession (33),

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PUblic Relations roles, Public Relations models, Communication strategies
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Name: International Communication Association
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MLA Citation:

Van Ruler, A. A. Betteke. "Four Basic Communication Strategies, Beyond the Borders of Traditional Public Relations Practice" 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/p112043_index.html>

APA Citation:

Van Ruler, A. , 2003-05-27 "Four Basic Communication Strategies, Beyond the Borders of Traditional Public Relations Practice" 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/p112043_index.html

Publication Type: Conference Paper/Unpublished Manuscript
Review Method: Peer Reviewed
Abstract: Increasing numbers of professionals in public relations consider themselves to be strategic managers and consultants. Surprisingly, they have difficulty in making clear what it really is that they manage and what their consultations truly represent, what aims they have and what strategies they use. In this paper I present a model consisting of basic communication strategies, derived from communication theory and rooted in described public relations approaches in the Netherlands.
The theoretical constructed and empirically clarified communication models-in-use revealed a typology of seven public relations approaches. From the point of view of communication theory, three of these models cannot be taken seriously. However, there is no empirical or logical evidence that any of the remaining four theory-based communication models alone could outclass the other three models. In the final section of this paper, I propose, therefore, to go beyond the limiting traditional practical public relations borders and view these four models as being a composite of complementary basic communication strategies in public relations practice.

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Document Type: .PDF
Page count: 31
Word count: 10345
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53rd Annual Conference of the International Communication Association “Communication in Borderlands” May 23-27 2003 San Diego CA USA Public Relations Division Four Basic Communication Strategies Beyond the Borders of Traditional Public Relations Practice Abstract Increasing numbers of professionals in public relations consider themselves to be strategic managers and consultants. Surprisingly they have difficulty in making clear what it really is that they manage and what their consultations truly represent what aims they have and what strategies they use. In
in the animal and the machine. New York: Wiley & Sons. Woerkum C.M.J. van (1982). Voorlichtingskunde en massacommunicatie het werkplan van de massamediale voorlichting. Wageningen: Valgroep Voorlichtingskunde. 30 Woerkum C.M.J. van (1992). De toekomst van de voorlichtingskunde in Nederland. In: D.O. Cox M. van Houten & T. Rolle (red.). Voorlichtingskunde ontwikkelingen in theorie en praktijk pp.1-6. Assen/Den Haag: Van Gorcum/Studiekring Voorlichtingskunde. Woerkum C.M.J. van (1997). Communicatie en interactieve beleidsvorming. Houten: Bohn Stafleu Van Loghum. 31


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