Communication isn’t a One-Way Street
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Free PDF Download You don’t have to be a rock star to have a great video! - By Kathryn Kates |
In many organizations public relations and communications are used as interchangeable terms. The role of PR is to communicate on behalf of an organization with the various publics who have a stake in your organization. As we discussed earlier this week, the best way to create meaningful messages for these publics is to tailor the message to their interests. The reason we do this as communicators is as a means of engaging with our publics.
And then…
Once the message is conveyed, however, a communicator’s work is not finished. In order to continue engagement with the general public, a communicator must enter a dialogue with stakeholders, discussing issues and truly understanding one’s consumers. This idea isn’t new to public relations, and is demonstrated in a study by Jim Grunig from 1992. Grunig’s two-way symmetrical model states that effective PR is a two-way dialogue, with information being exchanged between communicator and public in both directions. This is often how public relations differentiates itself from advertising, which is decidedly one-way. The key difference is feedback.
Back Talk
The proliferation of Social Media has made feedback commonplace in the 21st century. Individuals interact with each other online via chat rooms, “walls,” or blog comments. Even newspapers, the quintessential one-way medium, have adopted feedback mechanisms online. This adoption of “back talk” is an acceptance of the value in Grunig’s two-way model.
Public Relations is Relationships with the Public
Without feedback, public relations really isn’t relatable. PR isn’t selling, but at its purest is relationship building. Anyone who has built a successful relationship recognizes the importance of two-way communication, even if they don’t know a fancy name for it.
Why it’s important
It is important to realize that getting your message out there is only half the battle. To maintain that message, a good communicator will enter a discussion with the public. The best way to know what a public wants or needs is to get to know them.
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Free PDF Download You don’t have to be a rock star to have a great video! - By Kathryn Kates |
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About the Author: Kathryn Kates Kathryn Kates, CEO of Kathryn Kates Public Relations a boutique agency based in Oakville, Ontario, Canada--catering to the North American market. Kathryn opened a full service PR firm and talent agency over 20 years ago, and later worked as a journalist and broadcaster. Today, Kathryn works on both sides of the communications spectrum...opening doors wherever she goes. Kathryn has a proven track record in public relations. She's shown her natural ability to create "buzz" by combining imaginative and innovative ideas with detail-oriented implementation. By effectively leveraging her extensive media, business and community contacts, Kathryn offers businesses results-oriented solutions to public relations. Kathryn has the capabilty to implement unique initiatives that significantly increase client awarness and image through the media. She's able to integrate media strategies with business issues - understanding the big picture while working with details. Kathryn has a positive, can-do attitudewith a strong sense of urgency and personal responsibility, and a talent for simplifying concepts and tailoring messages for specific audiences. Telephone: 905-849-5639.
Click here to visit Kathryn's website.   The 10 Most OverPublicized People of 2009 Dont Just Think PR Do PR Making Your Event Count Why Promotion Globalized World Globalized PR |
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