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Two-Way Symmetrical Public Relations Past, Present and Future
... Local, state and national government agencies regularly tell their current and potential clients about the services they provide through newspaper advertisements. These advertisements demonstrate public relations theory and practice at work: they are applications of the 'public information' model (Grunig, 2001). In most cases, an agency's public relations team also promotes its services to potential clients through the news media. ...
... Often organisations wanting to consult with their communities hire specialist public relations agencies to help them design these projects. Community consultation illustrates how two-way communication should work (Grunig, 2001). ...
... In most countries, government agencies use public relations and advertising tools to tell citizens about their rights and responsibilities: pay your taxes now; vote next week; the new health benefits scheme will meet the cost of your spectacles; find out more information at this website. These campaigns are not designed to engage in a dialogue with target publics and are examples of the public information in action (Grunig, 2001). ...
... Within the field of strategic communication and related fields, listening is often implicitly part of studied concepts such as dialog, two-way communication, and relationship (Carroll, 2015;Grunig, 2001;Kent, 2022;Kent and Taylor, 2016;Qin and Men, 2022). Nevertheless, we can now witness a slightly increasing interest in organizations' listening per se (Lewis, 2022;Macnamara, 2024;Place, 2023b;Pounsford et al., 2024). ...
Purpose
Listening is often ignored and not understood as an organizational strategic resource. In this conceptual article, we explain why listening is downplayed by combining the two research fields, namely service management and strategic communication. We propose that organizations embrace service logic as a perspective of managing organizations. Service logic has a stakeholder-centric approach to value creation, which provides excellent prerequisites for two-way communication and listening. Further, we introduce the framework of strategic listening (FSL) to analyze, implement, develop and evaluate listening from a strategic perspective.
Design/methodology/approach
The article is conceptual and based on research in strategic communication, service management and listening in an organizational context.
Findings
Previous research has offered valuable insights into an organization-wide approach to strategic listening despite being limited in scope. However, it has not sufficiently highlighted the significance of service logic as a management philosophy and a novel perspective on value creation, which are crucial for fostering a listening organization. This theoretical framework expands on earlier studies by offering a more holistic and comprehensive understanding of strategic listening.
Research limitations/implications
Future research is needed on organizational listening in general. Important questions to be answered empirically are as follows: Why do organizations not listen to stakeholders? How do stakeholders experience organizations’ listening? Finally, there is a need to empirically investigate FSL in different types of organizations to see the model’s results in practice.
Originality/value
By integrating research from strategic communication and service management, this article provides new opportunities to explore the complex and holistic dynamics of organizational communication and listening.
... The tenets Model include reciprocity, negotiation, and mutual influence. It emphasizes ethical communication where feedback is valued, and both parties are willing to adjust their perspectives for the greater good (Grunig, 2001). This model aligns public relations with organizational goals by ensuring that decisions are made not just for the benefit of the organization but also to address the concerns and interests of the stakeholders. ...
This study explores the role of Public Relations Managers (PRMs) in Nigerian corporate organizations, focusing on their integration into management teams. Using the Two-Way Symmetrical Communication Model and Excellence Theory, the qualitative research involved 18 PR managers across sectors of Corporate organization in Nigeria. Findings reveal that PR is increasingly recognized as a strategic management function, with PR Managers gaining influence in management teams. Nevertheless, some organizations still limit PRM’ role to middle-level positions, often to engage in downward and horizontal communication rather than collaborating at top-management level with other corporate executives. The study calls for greater collaboration between professional bodies, academia and corporations to promote the strategic role of PR managers and recommends integrating PR into broader management practices to enhance their impact.
... Notwithstanding the importance of the respective audiences' feedback, as elaborated above in the previous section, public entities' ability to accommodate stakeholder preference on their mission and identity is strictly limited, if not non-existent (Waeraas & Byrkjeflot, 2012). While conceptual simplifications -such as focusing excessively on the discrete and instrumental notions in message-transmission and self-expression -might ensue narrow framing of communication by neglecting to reflect on its interactive meaning creation function (Grunig, 2001;Grunig & White, 1992;Koschmann & Kopczynski, 2017), the above referred specificities of public entities provide essential justification for the application of such approach in the analysis of the projected identity. Amidst these circumstances, the warning regarding the potential adverse implications of a superficial or overly instrumental stakeholder dialogue leading to distrust and cynicism, or cacophony and contradiction is deemed highly relevant (Crane & Livesey, 2003), further supporting the applied approach putting the disseminating entity in the spotlight. ...
Participation in civil society is crucial for enhancing competencies in the public sphere. Organizations, especially public ones, bear the responsibility of fostering this participation. This research aims to identify the levels of social engagement in the communication channels of the Santa Catarina Public Prosecutor's Office (MPSC), a Brazilian public institution responsible for safeguarding citizens' individual and collective rights. Data collected between 2015 and 2017 yielded a sample of 453 communications published on the organization's social media platforms. Results indicate that the organization's communication primarily involves providing information to the public, without actively engaging them in participation or decision-making. The messages on social media are informative and educational. Analysis of the post content reveals that the MPSC aims to educate citizens about their rights but does not involve them in debates or decision-making processes.
... Varios autores (Broom & Dozier, 1990;Grunig, 2001;Grunig & White, 1992;Lesley, 1997;White & Mazur, 1995) de unidades curriculares, dicotomía teoría-práctica, proyectos experimentales y nuevas líneas y habilidades para desarrollarse. ...
El estudio pretende analizar las diferentes opciones de Enseñanza-Aprendizaje en el contexto de la Educación Superior en Relaciones Públicas en Portugal, Brasil y España, considerando investigaciones previas de Noguero-Grau (1995), Xifra (2007), Gonçalves (2008, 2009), Gonçalves et al. (2013), Kunsch (2006, 2015), Almansa-Martínez (2005) y Guerra-Santos et al. (2020). Con el objetivo de comprender la narrativa de presentación de estos cursos, encontrando posibles diferencias y similitudes, se analizan un conjunto de categorías a considerar: configuración de planes de estudio, análisis de unidades curriculares, dicotomía teórico-práctica, proyectos experimentales, nuevos desarrollos y habilidades para desarrollarse. La metodología utilizada consiste en un análisis de contenido que midió la frecuencia de conceptos centrales, secundarios y periféricos presentados en los sitios web institucionales de las IES. Como resultados de este estudio, en el contexto académico del universo de 88 IES en Portugal, España y Brasil, es evidente la persistencia de un modelo tradicional de enseñanza de Relaciones Públicas, con dificultad para mantenerse al día con los nuevos desafíos y el papel social de la “relacionista” proclamado por la revisión bibliográfica.
... According to Black (2004) (Grunig, 2001;Pearson & Clair, 1998;Ulmer et al., 2007;Ulmer, 2001;Jaques, 2010). ...
This study examined the effect of public relations corporate image management on the performance of National Population Commission (NPC) census exercise in Nigeria. The specific objectives of the study were to; ascertain the effect of corporate identity on the public acceptability of census figures from the National Population Commission (NPC) in Nigeria; determine the effect of corporate communication on the awareness of the target publics of National Population Commission (NPC) census exercise in Nigeria. For the methodology, explorative survey design was employed in the study. The population of the study was 20,525,843 million people, from which a sample size of 392 was statistically determined. The systematic random sampling technique was used in selecting the sample elements and in administering the questionnaire. The findings indicate that: corporate identity is significantly effective for enhancing acceptability of population census figures from the National Population Commission in Nigeria. Corporate communication will be significantly effective for creating awareness of the target publics and stakeholders before population census exercise in Nigeria.
The Defeathered Bird: A Case Study of the Boeing 737 Max Crisis
Relationship management is a rapidly evolving paradigm in public relations research. Increasingly, public relations scholars recognise the pivotal role played by relationship cultivation strategies in sustaining healthy organisation relationships, which aid organisations meet their missions. Literature, however, has established the dearth of research on this subject in non-profit organisations NPOs in Kenya. The study was guided by one research question: How do management and non-management employees evaluate existing relationship cultivation strategies used in non-profit organisations? Subsequently, the purpose of this study was to establish how relationship cultivation strategies impact employee-organisation relationships (EORs). The study was guided by relationship management theory and two-way symmetrical communication framework. The non-profit organisations selected for this study comprise a large healthcare organisation and a faith-based organisation (FBO). Both organisations were purposively sampled as were the 24 participants in this study. An in depth interview guide was modified from an existing instrument to capture the objective of this study. The results of the study confirmed existing relationship cultivation dimensions. Participants identified a range of organisation-specific relationship cultivation strategies and reported a preference for more open and participatory relationship cultivation strategies and a participative leadership culture. Effective relationship building is hampered by among other factors, mistrust and inconsistent relationship cultivation strategies. In both organisations relationship cultivation was viewed as a human resource rather than a PR/communication manager role. The study concludes that for internal relationships to be effectively managed, relationship cultivation efforts should be a core task of public relations or communication managers. Further, these efforts should be intentional and invite employee participation. The study recommends a more robust public relations manager role that prioritises internal publics of non- profit organisations.
The impact that public relations has made to businesses cannot be fully quantified because the field, which has been practicing for almost a century, spans a wide range of industries and lacks well-defined limits. For these reasons, the excellent research that will continue for over seventeen years by describing the significance of public relations in organizations was began in 1984 in the USA under the direction of James Grunig. The "Theory of Excellence in Public Relations" was developed as a result of excellence study. The reason the theory of excellence is referred to as the "general theory of public relations" is that it encompasses a wide range of medium-sized public relations ideas. Since it operates in countries other than the UK, Canada and the USA, it has emerged as a theory with "global applicability". Although the research data have been published in three important works, the theory of excellence has been included in the framework and content of many academic studies. However, there is no publication that looks at the research from a holistic perspective, including the publications of Grunig and his team. The publications in the academic literature on the theory of excellence have dealt with certain sections of the research. This makes it difficult to understand the theory, which has a very important place in public relations, and may lead to concept confusion. For all these reasons, the research aims to evaluate, explain and reveal the importance of each stage of the theory in a chronological and holistic manner from A to Z to reveal the importance of the theory of excellence.
Bu kapsamda çalışmada da bir sosyal ağ uygulaması olan Whatsapp ele
alınmıştır. Öğrencilerin Whatsapp’ta paylaştıkları durum mesajları Türkçe’nin
anlaşılırlığı açısından incelenmiştir. Çalışmada, Türkçe dili, dilde yapılan
hatalar, bu hataların Türkçe’yi bozup bozmadığı gibi konular tartışılmıştır.
Bu çalışmada Whatsapp’ta kullanılan Türkçe’nin ne kadar doğru ve
uygun olduğunu ortaya çıkarmak amaçlanmıştır. Bu amaç çerçevesinde
yayınlanan mesajlar kişilerarası iletişim açısından değerlendirilmiştir.
Mesajlardaki anlam bütünlüğünü tam verememe, yazım ve noktalama
yanlışları, anlatım bozuklukları gibi hatalar mesajın anlaşılırlığını bozmaktadır.
Ayrıca iletilen mesajdaki Türkçe’nin bozuk olması, bir dil olarak Türkçe’ye
zarar vermektedir. Çalışmada, Bingöl Üniversitesi öğrencilerinin whatsapp durum modülünde yaptıkları paylaşımlarda kullandıkları dile ne kadar hâkim
oldukları araştırılmıştır. Günümüzde kişilerarası iletişimde en fazla kullanılan
whatsapp Türkçe’yi kullanma konusunda önemli bir rol üstlenmektedir.
Whatsapp uygulamasına yönelik çok çeşitli kategorilerde değerlendirilecek
çalışmalar mevcuttur. Whatsapp, mesajlarındaki Türkçe yazılış biçimlerinden,
emojilerin kullanım durumlarına, bireysel kullanımdan, grup iletişimine imkân
tanımasına kadar geniş bir yelpazede değerlendirilmeye alınmıştır. Bu
çalışmayı özgün kılan taraf ise whatsapp durum paylaşımındaki mesajların
daha önce Türkçe açısından incelenmemiş olmasından kaynaklanmaktadır.
Ayrıca Whatsapp durum modülünü ele alan çalışmaların azlığı nedeniyle bu
çalışma önemlidir.
ResearchGate has not been able to resolve any references for this publication.