Strategic PR and the value chain, pt 4

Yesterday, I mentioned a piece published in the McMaster Daily News featuring my colleague @TerryFlynn’s ideas on the various scandals in journalism, particularly the Leslie Roberts one, which is directly linked to public relations.

In this great piece, Terry mentioned something that stuck with me:

“Let me first address the issue of the name of Khan’s company, Buzz PR. Neither Mr. Khan nor Mr. Roberts have recognized public relations or professional communications management experience or expertise. In fact, Mr. Khan’s stated profession is that of an auctioneer and occasional diamond seller. It appears that Mr. Khan’s primary skills were marketing, promotionalism or publicity — a very narrow slice of the spectrum of the field of media relations.”

In this quote, Terry gets to the heart of the matter concerning the strategic value of public relations – he mentions publicity and promotionalism. This brought to mind Jim Grunig’s four models of the PR practice:

  • Press Agentry/Publicity
  • Public Information
  • One-Way Symmetrical
  • Two-Way Symmetrical

These are summarized nicely here.

For Grunig, the least strategic is the first one: press agentry and publicity, for it is pretty much focused on modifying the behaviours of people to suit the organization’s priorities.

This sort of exclusively persuasive action is not a relationship-building approach to PR, as I have been discussing over the last few posts. Rather, publicity instrumentalizes the public to achieve an end: sales, donations, votes, whatever.

The Two-Way Symmetrical model — while steeped in the gatekeeping tradition endemic to the mass communications model that many argue is now passing — fashioned a model for organizations to establish two-way conversations with stakeholders. Two-way conversations that build trust.

Ethically managing and bringing professionalism to process of building relationships is the domain of the public relations professional.

It could be argued that the two-way symmetrical model has evolved. I will look at that idea tomorrow.

 

 

 

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