Comments on: Public relations: changing the world

By: Craig Pearce

Craig Pearce — Tue, 24 Apr 2012 10:07:00 +0000

Thanks for the thoughts, Kristy, and don’t ever hesitate to dive into the deep and meaningful of PR and comms – give it your best shot!!

By: Craig Pearce

Craig Pearce — Tue, 24 Apr 2012 10:06:00 +0000

I
think your comment and that of Kristy’s are more relevant to other posts,
Donald, but a contribution from yourself is always welcome! Yes, I agree that
many agencies have a sophisticated social media pedigree. In fact, I find it is
the agencies dragging the in-house professionals forward as a general rule. And
interesting regarding the tweaking of your course at CSU and its impact in
getting jobs. As long as the core of what PR can achieve through its 2-way
symmetrical model isn’t being ignored, that can only be a good thing.

By: Donald Alexander

Donald Alexander — Mon, 23 Apr 2012 02:02:00 +0000

Craig, regarding your social media discussion. From our experience at CSU many of the leading consultancies have very effective social media expertise, which they presented to our final year study tour last year and there were some really innovative and creative projects being handled by them. Confidentiality prevents me from discussing them in detail but many of them (Ogilvy, BM, Edelmann, Cox + Inall for example) have employed CSU graduates in the past two years as “digital analysts”, a new form of position for social media savvy graduates. We at CSU have embedded social media in all our core public relations subjects over the past three years and this is paying off in the workplace. Donald Alexander, LLB, MA, Senior Lecturer, Public Relations and Organisational Communication, Charles Sturt University, Bathurst campus.

By: Kristy Chong

Kristy Chong — Thu, 19 Apr 2012 20:54:00 +0000

Well Craig I am no academic and not about to get into any discussions around the meaning of PR and communications. However, I do have experience working within some of the top 50 businesses within Australia and for me the responses in the Salt and Shein report were not surprising in relation to social media.

I believe these viewpoints are still held because of the following reasons:
- There is not enough Continual Education and reading about best practice in our field.
- Lack of resources force corporate communications professionals into the role of putting out fires instead of embracing best practice.
- Leadership think too short-term and to them stakeholders are not as important as investors.
- Power and authority in a Director role sometimes breeds “I know what is best” and the old way is the best way.

I think it is great we have people like you challenging the status quo. As a communications professional who has been living in the USA and understands the benefits of social media I can only hope that with time and greater network influence we will see a more positive reaction to the use and understanding of social media in PR in the future.

By: Kill information overload now so public relations survives | Public relations and managing reputation

Tue, 22 Nov 2011 23:15:38 +0000

[...] don’t think when Jim Grunig and colleagues thought up two-way symmetrical communication they would have conceptualised the internet and social media, for instance, [...]

By: Social media and public relations: epic fail or awesome opportunity? | Public relations and managing reputation

Tue, 15 Nov 2011 23:06:54 +0000

[...] practitioners see social media as ‘another marketing and promotion channel’ with less focus on two-way engagement, listening and collaboration. Thus, the unique benefits of Web 2.0-based social media and networks [...]

By: Building your proverbial PR zen garden « ZenPR

Building your proverbial PR zen garden « ZenPR — Wed, 09 Nov 2011 20:14:50 +0000

[...] is crucial! Be great with the basics: SMART objectives, solid research, strong writing skills, and effective two-way communication. It’s been said, but there is no substitute for hard work! Handle adversity with a calm, positive [...]

By: Craig Pearce

Craig Pearce — Fri, 05 Aug 2011 07:05:00 +0000

Angel I see no reason why the theory can’t work in the context you raised but I would need to have more detail. YOu raise a number of important characteristics of tw-way symmetrical comms, so you obviously have a good understanding of it. Really, the rest is up to you and your team! It all depends on the situation – the devil being in the detail…

By: angel

angel — Mon, 01 Aug 2011 11:36:00 +0000

im a college student and i am taking up AB communication. im currently working on our group thesis… and our topic is about the campaign that we will do on the welfarism of stray dogs. is it possible to use this theory? our objective is to find out what is the most effective production campaign that could
further extend the efforts of the local animal welfare here in our country., we are going to research first about the effective campaign that has been done, and we will make a production campaign after that. so that we can get an idea about what is the effective medium or things that people would like. on what i had read, two-way symmetric model emphasizes negotiation and a willingness to adapt
and make compromise.. soo do you think it is related?

By: Why isn’t making money a PR objective? | Public relations and managing reputation

Tue, 07 Jun 2011 23:53:15 +0000

[...] (i.e. product/sales/profit) KPIs, I can’t see how we can become more influential and achieve our two-way symmetrical [...]