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Four Basic Communication Strategies, Beyond the Borders of Traditional Public Relations Practice
Unformatted Document Text:  1 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 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.

Authors: Van Ruler, A. A. Betteke.
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1
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 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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