All Academic, Inc. Research Logo

Info/CitationFAQResearchAll Academic Inc.
Document

Four Basic Communication Strategies, Beyond the Borders of Traditional Public Relations Practice
Unformatted Document Text:  4 the study reported here focused on the construction of public relations roles, derived from different communication models. Roles research is often done by observing people as they perform their daily activities, or by questioning them about these tasks. Roles research on Dutch public relations practice has not yet been able to demonstrate the existence of a powerful, empirical roles model. As a result, other methods had to be used to develop insight into possible differences in practice. In this paper, I will review fifty years of Dutch professional literature on public relations in order to produce a typology of possible roles in public relations. In the early years, “voorlichting” (“enlightening”) was the common denominator in the field. Soon afterwards this was coupled with a second denominator, “public relations”, especially in the business and non-profit sector. In modern Europe, the term “communication management” is becoming the field’s real common denominator, both in academia and in business life (cf. Ruler et al. 2000; Ruler & Vercic, 2002; Vercic et al. 2001; Woerkum, 1992). This differs from the situation in the USA, where “public relations” appears to be more common. We can, however, equate it with public relations (as many other authors do, e.g. J. Grunig, 1992b, Dozier et al., 1995, L. Grunig et al., 2002, White & Mazur 1995). For comparative reasons, the term “public relations” is used in this paper. 2.Method The methodology used in the literature reviews was derived from typology research. This social science methodology is aimed at categorizing phenomena in real life, in order to clarify any differences (Gadourek, 1967:55). Ritzer (2000:223) claims that “The important thing about typologies is that they are heuristic devices; they are meant to be useful and helpful in doing empirical research on understanding a specific aspect of the social world.” Gadourek (1967) differentiates between two types of typology research: inductive-typifying and constructive-typifying. The inductive typology method is a quantitative method (often conducted via factor or HOMALS analysis) for correlating the relationship of all kinds of indicators with certain kinds of factors. The constructive typology method

Authors: Van Ruler, A. A. Betteke.
first   previous   Page 4 of 31   next   last



background image
4
the study reported here focused on the construction of public relations roles, derived from different
communication models.
Roles research is often done by observing people as they perform their daily activities, or by
questioning them about these tasks. Roles research on Dutch public relations practice has not yet been
able to demonstrate the existence of a powerful, empirical roles model. As a result, other methods had
to be used to develop insight into possible differences in practice. In this paper, I will review fifty
years of Dutch professional literature on public relations in order to produce a typology of possible
roles in public relations.
In the early years, “voorlichting” (“enlightening”) was the common denominator in the field. Soon
afterwards this was coupled with a second denominator, “public relations”, especially in the business
and non-profit sector. In modern Europe, the term “communication management” is becoming the
field’s real common denominator, both in academia and in business life (cf. Ruler et al. 2000; Ruler &
Vercic, 2002; Vercic et al. 2001; Woerkum, 1992). This differs from the situation in the USA, where
“public relations” appears to be more common. We can, however, equate it with public relations (as
many other authors do, e.g. J. Grunig, 1992b, Dozier et al., 1995, L. Grunig et al., 2002, White &
Mazur 1995). For comparative reasons, the term “public relations” is used in this paper.
2.Method
The methodology used in the literature reviews was derived from typology research. This social
science methodology is aimed at categorizing phenomena in real life, in order to clarify any
differences (Gadourek, 1967:55). Ritzer (2000:223) claims that “The important thing about typologies
is that they are heuristic devices; they are meant to be useful and helpful in doing empirical research
on understanding a specific aspect of the social world.” Gadourek (1967) differentiates between two
types of typology research: inductive-typifying and constructive-typifying. The inductive typology
method is a quantitative method (often conducted via factor or HOMALS analysis) for correlating the
relationship of all kinds of indicators with certain kinds of factors. The constructive typology method


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 4 of 31   next   last

©2012 All Academic, Inc.