December 22, 2014
Visit "PR Conversations" at http://www.prconversations.com/

Generic principles and specific applications in public relations

April 15, 2013

 
 

In this post, Toni Muzi Falconi presents his development of a paradigm of public relations that seeks to establish common understanding of its strategic role in the contemporary, increasingly globalised environment.

Toni subsequently discussed the concept in an email conversation with Rob Wakefield from Brigham Young University (the first scholar to theorize the paradigm a couple of decades ago), which was followed by a review of their elucubrations by Jim Grunig. That conversational development is the subject of the next PR Conversations post.

In the meantime, we welcome your thoughts on the conceptual framework outlined below.

——————————————————–

It is impossible for an organization to apply its generic principles if not in the operative context of specific applications; while, conversely, the latter are not effective unless embedded into the former.

  • Generic principles are ‘the characteristics which define excellent public relations’ as Jim Grunig identified in respect of the Excellence study of the mid-1980s/early-1990s (which described the practices of some 300 US, British and Canadian organizations).
  • Specific applications relate to the implementation of public relations activities within particular contexts.

This proposition of an essential linkage between generic principles and specific applications argues that an organization cannot effectively apply generic principles of public relations (as approved by its dominant coalition) throughout the entire network of relationship systems without considering infrastructure characteristics within specific territories, nor can it effectively consider those infrastructure characteristics in absence of the generic principles.

Based on the increasingly interrelated dynamics of public relations and the ever-changing environment in which it operates, we propose six generic principles, and six infrastructural characteristics that need to be considered in understanding the operative implications of day-to-day practice.

Generic principles of public relations (as reviewed by Toni Muzi Falconi) Public relations is a unique management function helping organizations to develop effective relationships with stakeholder publics as well as its operative environment
———————————————————————————————————–
The value of public relations can be determined by measuring the dynamic quality of relationships the organization establishes with its stakeholder publics, as well as by the improvement in the quality of the organization’s decision making processes enabled by the listening process related to the (quality of) stakeholder expectations and environmental scanning (listening processes)
———————————————————————————————————–
Public relations serves a strategic, a managerial, as well as a technical role
———————————————————————————————————–
Public relations departments plan, administer and evaluate public relations programs
———————————————————————————————————–
Public relations activities are powered by (integrated by) the public relations department or a senior public relations executive, not subordinated to other management functions, who supplies, facilitates, enables, distributes and supports relationship and communication competencies to all other management functions of the organization (, empowered by the dominant coalition of the organization and)
———————————————————————————————————–
Public relations is two way and tendentially symmetrical, values diversity as a specific added value to the relationship, and is based on a responsible communicating-with, rather than a communicating-to platform
———————————————————————————————————–
Public relationship infrastructure in a given territory: an overview

Embracing this conceptual framework of generic principles and specific applications delivers a number of (strategic) organizational benefits:

  • It accelerates the institutionalization process for the public relations function within an organization
  • It supports the development of a distributed (central, but also peripheral) managerial monitoring dashboard in each territory It upholds stakeholder relationship governance as the overall responsibility of 21st century public relations

Whilst this development of the original paradigm is helpful, a number of issues remain. Four key questions are:

1. Does the paradigm apply only to public relations?

Potentially, the concept could similarly apply to any other management function or profession with the caveat that relevant generic principles and specific applications be specifically researched. In other words, is the paradigm situational – and if so, is this an oxymoron?

2. Do the generic principles need to reflect the unique characteristics of the organisation as well as the industry in which it operates?

In ensuring effective public relations practices around the world, organizations need to reflect three sets of analysis related to generic principles: the specific practice (PR) and its global principles, the organization’s specific and unique characteristics that are globally valid, and, the industry’s specific and unique characteristics that are globally valid.

3. Should other territorial systems be analysed to determine specific applications?

Are there other territorial systems in addition to the six identified, which need to be analysed? And, can we identify, as I have been now doing for some time, as the ‘public relations infrastructure’ of a given territory? And wouldn’t any of these given territories, by the sheer nature of their being specific, always need to be adaptable to the identification of additional territorial possibilities? In other words, don’t ‘universal specifics’, to at least some degree, create certain rigidity against the notion behind specific application in a given territory?

4. Should the framework directly evidence the interconnectedness between the generic principles and specific applications?

As the constant interconnectedness of the modern world implies that generic principles are valid only if specific applications are acted and vice versa, perhaps this should be indicated by one of the generic principles and one of the specific applications to ensure an effective and equal balance between the two elements of the paradigm.

Comments

I was actually going through

I was actually going through the nice helpful tips from the blog and I put respect to the writer of this post, enjoying the smart way you write articles in this - best restaurants in Liverpool

That seeks to establish

That seeks to establish common understanding of its strategic role in the contemporary, increasingly globalised environment.no check payday loans

I'm going to read this. I'll

I'm going to read this. I'll be sure to come back. thanks for sharing. and also This article gives the light in which we can observe the reality. this is very nice one and gives indepth information. thanks for this nice article NJ LIMO

LIMOUSINE QUOTE To say the

LIMOUSINE QUOTE To say the truth I am very impressed by what you told. You share tons of interesting info, neat and excellent design you’ve got here. It’s certainly one of the most informative stuff on this topic I’ve ever read.

YAMAHA Golf Cart Covers This

YAMAHA Golf Cart Covers This is a really good read for me. Must agree that you are one of the coolest blogger I ever saw. Thank you for this very interesting infographic ! I'm talking about Google Venice on my blog.

Just human ideas of how

Just human ideas of how things should be to ensure maxinal happiness to humans.carders forum

carding Your knowledge of

carding Your knowledge of this subject comes through clearly in this article. I love to read this kind of articles, I hope you will update it. Thank you for sharing it with me.

I believe there are many more

I believe there are many more dentist new york pleasurable opportunities ahead for individuals that looked at your site.

http://www.michaelkorsstoreoutlet.com

Hello! 75% Off Website Fashion Editor Tips and Tricks For Finding Exactly What You Want Online Measurements are maxi bags are large though often carried by hand, the lines do not have middle ground, modern, square or round and feminine. The bags are carried by hand or under your arm, point out that even the clutch, except for the small jeweled versions, lengthen the measures appearing flat but at the same time almost spacious.Coach Cross Body Purses Coach Factory Outlet Coach Outlet Handbags 70% Off Coach.com Outlet Coach Outlet Handbags Bags Purses Outlet Stores -80%Off- Coach Factory Outlet Coach Outlet Store Online Coach Outlet Store Online Coach Outlet York Offer Coach Factory Outlet Save Big At Coach Outlet Stores Coach Factory Outlet Coach Store Nearest You Coach Outlet Coach Outlet USA Coach Outlet Online Coach Factory Outlet Fall 2014 Coach Factory Save Big At Coach Outlet Stores Coach Handbags Outlet Coach Handbags And Other Designer Coach Factory Outlet Hermes Belt - Hermes Belt Cheap Hermes Birkin Bag Handbags Belts Outlet Stores Online Hermes Belt For Sale Coach Factory Fall 2014 Coach Outlet Online Coach Outlet York Offer Coach Outlet Store Online Coach Outlet Store bags Coach Outlet Coach Outlet Store Online Fall 2014 Coach Outlet Online Ohio State Strength Coach Coach Outlet Online Ohio State Strength Coach Coach Factory Outlet Coach Outlet USA Coach Black Friday Coach Black Friday Handbags Chanel Black Friday Save Up to 80% Off Now! Amazing Offers on Chanel Perfume Coach Outlet Line Store Coach Shoes, Handbags, Flats, Boots, Flip flops Kate Spade Outlet Online Kate Spade New York Handbags Kate Spade Handbags Amaz On Kate Spade Handbags Kate Spade Outlet Online Kate Spade Online Shopping Kate Spade Cyber Monday Kate Spade Black Friday Michael Kors Outlet Michael Kors. Sign In Michael Kors Outlet Online Michael Kors Outlet Store 80 % Off Michael Kors Outlet Michael Kors Outlet Online Or Ln-Store Michael Kors Outlet Online Michael Kors. Sign In Michael Kors Black Friday Black Friday Michaels Ad Michael Kors Outlet Store Sale Now Save Up To 75% Off Michael Kors Outlet Michael Kors Apparel Michael Kors Outlet Stores Michael Kors Outlet 49.00 Michael Kors Outlet Online Michael Kors Outlet Online Sale Now Save Up To 68% Off Michael Kors Outlet Michael Kors. Sign In Louis Vuitton Outlet Louis Vuitton Outlet Stores Louis Vuitton Louis Vuitton Store Louis Vuitton Outlet Online Louis Vuitton Bags And Purses Louis Vuitton Outlet Stores Authentic Louis Vuitton Outlet Store LV Bags Louis Vuitton Handbags Louis Vuitton malletier Louis Vuitton Black Friday Louis Vuitton Outlet Deals Louis Vuitton Outlet Louis Vuitton Store Malletier Prada Outlet Prada S.p.A. Is An Italian luxury Prada Handbags Prada Handbags at Bluefly Prada Black Friday Cheap Prada Outlet Online Handbags On Clearance Marc By Marc Jacobs Marc Jacobs Handbags Celine Handbags Celine Handbags Nordstrom Celine Handbags How Much Are Celine Handbags Ray Ban Sunglasses Shop Ray Ban Sunglasses Online Oakley Sunglasses Cheap Oakleys Sunglasses Outlet Store USA With High Quality Ray-Ban Sunglasses Ray-Ban Is The Global Leader In Premium Eyewear Ray Ban Sunglasses Free Overnight Shipping & Returns Ray Ban Sunglasses Ray Ban Your Online Sunglasses Store Ray Ban Black Friday Ray Ban Black And Red Oakley Sunglasses Oakley Sunglasses Including Holbrook Oakley Sunglasses Oakley Sunglasses Outlet Up To Oakley Vault Oakley Creates Free Oakley Black Friday 100% Authentic Oakley Sale Black Friday And The Discount Toms Outlet Toms Outlet Shoes Hollister Clothing Store Hollister Clothing Abercrombie And fitch Abercrombie 75% Off Coup On Abercrombie And Fitch Off 80% On Premium Eyewear Abercrombie Abercrombie Black Friday Abercrombie Black People Polo Ralph Lauren Ralph Lauren Outlet Polo Ralph Lauren Outlet Online Ralph Lauren Clearance Outlet Tory Burch Outlet Tory Burch Outlet Store Tory Burch Shoes Tory Burch Outlet Online Discount Price Tory Burch Outlet Discount Tory Burch Shoes Tory Burch Black Friday Tory Burch Black Wedge Nike Air Jordan All Michael Jordan Shoes Valentino valentino.com Toms Shoes Outlet Online Toms Outlet Supra Shoes supra.com True Religion True Religion Outlet True Religion Black Friday Black True Religion Jeans Women True Religion Jeans True Religion Outlet True Religion jeans True Religion Clothing Store Tiffany Black Friday Tiffany Cyber Monday Deals Frey Wille Jewellery Frey Wille Jewellery Prices Sac Longchamp Sac Longchamps Paris Red Bottom Shoes Red Bottom Shoes Shop For And Buy Red Bottom Shoes Online Red Bottom Shoes Red Bottom Shoes Save Up To timberland Shoes Off 70% Outlet Ralph Lauren Black Friday The Latest Ralph Lauren Apparel, Accessories Michael Kors Outlet Store Michael Kors Outlet Coach Factory Store Coach Wallets for Women Burberry Handbags Burberry Handbags on Clearance Burberry Oultet Online Burberry Factory Outlet Store Chanel Outlet Online Chanel Factory Outlet Store Online Chanel Handbags Authentic Cheap Chanel Handbags CoCo Chanel Chanel Perfume Mademoiselle 50% Off Chanel Handbags Chanel Oultet Tiffany and co Tiffany and co jewelry Tiffany and co Bold clutches, modern backpacks, embellished totes: This season was all about a statement accessory. Here, all the best, busiest bags we want to grab onto.

vps forex Valuable and

vps forex Valuable and excellent design, as share good stuff with good ideas and concepts, lots of great information and inspiration, both of which I need, thanks to offer such a helpful information here.

EDUCATED

The included affirmation understudies accomplish the greater they will become removing. The accurateness for this commodity is to accordance alignment to understudies accordant how they can anatomy their pieces. On the off adventitious that its not actual bottomless fomentation aggregate analytical to sum out how you can alpha to anatomy amore articles. essay writing service

hgej

http://blog1.de/zaqwsxc147/3220515/psychic+jewelry+is+his+favorite+targe... http://www.purevolume.com/zaqwsxc147/posts http://blog1.de/qwedsaz258/3220605/French+pop+music+landmark+figure+Day+... http://www.purevolume.com/qwedsaz258/posts http://blog1.de/qwefd478/3220584/almost+every+suitor+will+certainly+have... http://www.purevolume.com/qwefd478/posts http://blog1.de/fregfcb148/3220548/questions+after+the+performance+is+ve... http://www.purevolume.com/fregfcb148/posts http://blog1.de/15ohkbn/3220623/number+of+users+this+female+model+standi... http://www.purevolume.com/15ohkbn/posts http://blog1.de/pengpoyuge/3221372/temperature+very+understanding+how+di... http://www.purevolume.com/pengpoyuge/posts http://pengpoyuge.blog.jp/archives/1012038920.html http://blog1.de/svdgfh159/3221422/represent+commercial+brands+and+entert... http://www.purevolume.com/svdgfh159/posts http://svdgfh159.blog.jp/archives/15358239.html http://blog1.de/cdgdf5849/3221470/David+and+Victoria+Beckham+hairstyle+i... http://www.purevolume.com/cdgdf5849/posts http://cdgdf5849.blog.jp/archives/15358896.html http://blog1.de/aswecx187/3221564/abdominal+strength+count+to+30+stops+E... http://www.purevolume.com/aswecx187/posts http://aswecx187.blog.jp/archives/15360910.html http://blog1.de/dfshghdfshgh/3221637/noble+timeless+luxury+has+always+be... http://www.purevolume.com/dfshghdfshgh/posts http://dfshghdfshgh.blog.jp/archives/1012044905.html http://blog1.de/dftgaredftgare/3222686/product+and+want+to+deduce+missin... http://www.purevolume.com/dftgaredftgare/posts http://dftgaredftgare.blog.jp/archives/15418937.html http://blog1.de/thtfgejethtfgeje/3222735/proportion+of+damaged+face+appe... http://www.purevolume.com/thtfgejethtfgeje/posts http://thtfgejethtfgeje.blog.jp/archives/1012111590.html http://blog1.de/ydrt509/3222783/natural+moisturizing+factor+component+kn... http://www.purevolume.com/ydrt509/posts http://ydrt509.blog.jp/archives/15420571.html http://blog1.de/nyhdsnyhds/3222823/purple+alligator+purse+is+decorated+w... http://www.purevolume.com/nyhdsnyhds/posts http://nyhdsnyhds.blog.jp/archives/1012112650.html http://blog1.de/erresrerresr/3222880/reveals+a+mysterious+little+fresh+a... http://www.purevolume.com/erresrerresr/posts http://erresrerresr.blog.jp/archives/1012113386.html http://blog1.de/vfdgrvfdgr/3224178/speak+as+she+was+working+on+the+evalu... http://www.purevolume.com/vfdgrvfdgr/posts http://vfdgrvfdgr.blog.jp/archives/15476880.html http://blog1.de/gjgdegjgde/3224197/sparkling+gold+fabrics+pedals+silver+... http://www.purevolume.com/gjgdegjgde/posts http://gjgdegjgde.blog.jp/archives/1012205436.html http://blog1.de/xsewxseww/3224312/committed+to+create+a+healthy+and+comf... http://www.purevolume.com/xsewxseww/posts http://xsewxseww.blog.jp/archives/15479840.html http://blog1.de/sqgresqgre/3224353/more+populist+brand+Calvin+Klein+The+... http://www.purevolume.com/sqgresqgre/posts http://sqgresqgre.blog.jp/archives/1012210309.html http://blog1.de/rgfddrgfdd/3224392/restore+weeping+moist+state+have+to+a... http://www.purevolume.com/rgfddrgfdd/posts http://rgfddrgfdd.blog.jp/archives/1012211581.html

Post new comment

Type the characters you see in this picture. (verify using audio)
Type the characters you see in the picture above; if you can't read them, submit the form and a new image will be generated. Not case sensitive.