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Four Basic Communication Strategies, Beyond the Borders of Traditional Public Relations Practice
Unformatted Document Text:  18 relationships with groups upon which the company is dependent” (p.26). The conductor type dominated the professional literature from the mid-eighties to the mid-nineties. The creator: public relations is about creating a bond The view of communication as an interactive process that is combined with a focus on the denotative side of meaning characterizes the “creator” type. Creators employ a jargon typified by catchwords such as mutual understanding, relationships, mutual appreciation, cooperation, and partnership. In their opinion, communication is all about bonding. Their job is to build bridges between individuals. A creator is the type of communication manager who aims to create agreement between the organization, or its members, and its constituencies. He is responsible for creating mutually beneficial relationships. He inspires parties to look for connection potential in surfacing interdependencies. To achieve this, he sets out to explore each party’s agenda. To this end, he monitors the track records and interests of publics and screens standpoints on issues, to find points of mutual interest. Issues research is an important part of his job. He will never talk about target groups, since these represent categories to be exploited. He prefers to talk about publics as “the more aware and active stakeholders” (J. Grunig & Repper, 1992:124). He stimulates a positive climate in which parties can negotiate to find mutual understanding. For the creator, communication management is a feasible construction of cooperative relationships. Enlightened self-interest on the part of both parties leads to a two-way street. His claim to fame will be based on the productive creation of partnerships. To achieve this, influence on strategic decision-making is essential. That is why he claims a position in the dominant coalition. For many years, the official definition of the Association of Communication was “the management function which helps to establish beneficial relationships between an organization and its publics”. Later on, “beneficial relationships” was amended to “mutual understanding”. These definitions were directly derived from the Anglo-American professional literature and the PRSA definition (1982; cited in Baskin & Aronoff, 1992:12-13). These definitions state that public relations helps an organization

Authors: Van Ruler, A. A. Betteke.
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relationships with groups upon which the company is dependent” (p.26). The conductor type
dominated the professional literature from the mid-eighties to the mid-nineties.
The creator: public relations is about creating a bond
The view of communication as an interactive process that is combined with a focus on the denotative
side of meaning characterizes the “creator” type. Creators employ a jargon typified by catchwords
such as mutual understanding, relationships, mutual appreciation, cooperation, and partnership. In
their opinion, communication is all about bonding. Their job is to build bridges between individuals.
A creator is the type of communication manager who aims to create agreement between the
organization, or its members, and its constituencies. He is responsible for creating mutually beneficial
relationships. He inspires parties to look for connection potential in surfacing interdependencies. To
achieve this, he sets out to explore each party’s agenda. To this end, he monitors the track records and
interests of publics and screens standpoints on issues, to find points of mutual interest. Issues research
is an important part of his job. He will never talk about target groups, since these represent categories
to be exploited. He prefers to talk about publics as “the more aware and active stakeholders” (J.
Grunig & Repper, 1992:124). He stimulates a positive climate in which parties can negotiate to find
mutual understanding. For the creator, communication management is a feasible construction of
cooperative relationships. Enlightened self-interest on the part of both parties leads to a two-way
street. His claim to fame will be based on the productive creation of partnerships. To achieve this,
influence on strategic decision-making is essential. That is why he claims a position in the dominant
coalition.
For many years, the official definition of the Association of Communication was “the management
function which helps to establish beneficial relationships between an organization and its publics”.
Later on, “beneficial relationships” was amended to “mutual understanding”. These definitions were
directly derived from the Anglo-American professional literature and the PRSA definition (1982; cited
in Baskin & Aronoff, 1992:12-13). These definitions state that public relations helps an organization


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