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PUBLICRELATIONSTHEORY…
prestige.Itisthesedimensions–ofclaimingreallifeproblemsandclaiming
trust–thatwillprovidethefocusthefinalpartofmyargument.
Thekeyconcernsatthecentreofpublicrelationstheoryhavebeen
articulatedusingconceptsofsymmetricalcommunication,relationship
management,orresponsibilitysincethelate1970s.Seeninthisway,the
keyquestioninthefieldhasbeenoneofpurposeofpublicrelationsas
aprofessionalactivity,i.e.Whatispublicrelationsfor?Theanswer,suggested
in1976byGrunig’sturntotheconceptofsymmetricalcommunication
–whichhesubsequentlyidentifiedasthefirststeptowardsthetheoryof
excellentpublicrelations
13–wasthatpublicrelationsshouldbeguidedby
valuesofequality,reciprocity,andthecivicethos.
The
discussion
here
focuses
on
symmetrical
communication,
relationshipmanagementandresponsibility(asunderstoodwithinCorporate
SocialResponsibility)fortworeasons:theyclearlyoccupyaveryimportant
placeintextbooksandresearch;theyalsoofferagoodwayofidentifyingthe
centralconceptualspaceinpublicrelations:notbecausetheyareexclusivein
theirconcerns,butbecausetheyexemplifythemsoclearly.Thefirsttwoof
theseconceptualapproachessuggeststhatcommunicationworkshouldbe
conductedfollowinganumberofprinciplesandutilisingparticularmethods.
ThesymmetricalprincipleswereinfluencedbyNewcomb’sco-orientation
modelofcommunicationdevelopedtomodelcommunicationdynamicsin
adyad.Symmetryherereferstothespecificfeatureofhumancommunication,
namelythelinkbetweensimilarityofinterlocutors’orientationstowardsthe
objectofcommunicationandtheinfluencetheperceptionofthisstateof
affairshasontheparties’subsequentorientationtothatobject.Inotherwords,
thecloserinterlocutorsseethemselvestoeachotherintheirviewsonasubject
(i.e.intheircognitionsandevaluations),themoreconfidenttheybecomein
theseviews,andthatchangehappensinaco-relatedmanner,affectingthe
wholesystem,notjutsitsindividualparts.Newcombalsoassertsthat
symmetryfunctionsas„secondaryrewardvalue”,ortosimplify,itisperceived
asdesirable
14.Publicrelationsscholarshiphasrecognisedtheseideasvery
directlyintextbookreferencestoco-orientation
15andindirectlyintheideaof
13J.Grunig,L.Grunig,D.Dozier:TheExcellenceTheory.In:PublicRelationsTheoryII.Red.C.Botan,
V
.Hazleton.Mahwah,NJ:LawrenceErlbaumAssociates,2006,p.23.
14T.Newcomb:AnApproachtotheStudyofCommunicativeActs.“PsychologicalReview”1953,vol.60(6),
p.394-395.
15Cutlipetal:G.BroomandD.Dozier:UsingResearchinPublicRelations.PrenticeHall1990;Exploring
PublicRelations.Eds.R.TenchandL.Yeomans.HarlowEngland:PrenticeHall2006.
17
