Treść książki
Przejdź do opcji czytnikaPrzejdź do nawigacjiPrzejdź do informacjiPrzejdź do stopki
MagdaPieczka
symmetricalcommunicationandexcellentpublicrelationswhichispresentin
muchresearchandwriting
16.
ForGrunigsymmetry(oritsultimateexpressionconceptualisedastow-
waysymmetricalcommunication)isdefinedpragmaticallywithinthepluralist
viewofsociety:itisazoneofcompromise,awin-winoutcomeachieved
17
suggestingalanguageofnegotiationtacticsandtrade-offs.Adifferentwayto
conceptualisesymmetryisderivedfromHabermasanddefinestheconceptin
termsof:intelligibility(relatestomutualunderstandibilityoftheutterance),
truth(propositionalcontentoftheutterancebeingtransparentandagreedtoby
thelistener;truthfulness(sincerity,thespeakerseriouslyandexactlyintends
whatisexpressed);andappropriateness(aclaimthatthespeakerisactingin
accordwithsociallysharednormsandrules)
18.Thusinnormativeterms,
symmetryimpliesrespect,equalityandinprocesstermsitmeansopenness,
access,andconstantattentiontonormsofcommunicativebehaviour.
CorporateSocialResponsibility(CSR)tacklestheproblemofthe
purposeandethicsofpublicrelationsfromadifferentstartingpoint:itisnot
aboutcommunicationethics,butbusinessethics.CSRtakesasitssubjectthe
relationshipbetweencorporations–legallyconstitutedentitiesinvolvedin
economicactivity–andindividualcitizens,i.e.betweenprivateeconomic
activityandpubliclife.Muchofthelegitimacyofcorporationsisdefinedby
theirlegalobligations,butwhatisofinterestforpublicrelationsscholarship
liesoutsidethatboundaryanddealswithphenomenasuchaspublicopinion,or
todrawfromthepublicrelationsexpertrepertoire,withreputationand
image
19.Theimportanceofthesephenomenaliespartlyintheirpotentiallink
topublicdebatesaboutlegislativechangesandpublicpolicyastheyimpinge
uponthearenaofcorporateaction,andpartlyintheirimportanceforthe
competitivemarketpositioningpursuedbycorporations.Anotherimportant
pointtomakeisthatthesephenomenaarelargelysymbolic,constituted
throughvariouspracticesofrepresentation.Itcanbearguedthatrelationship
managementisanothertechniqueofmanagingthatsoftboundaryofsocial
16TheFutureofExcellenceinPublicRelationsandCommunicationManagement:ChallengesfortheNext
Generation.Ed..E.Toth.Mahwah,NJ:LawrenceErlbaumAssociates2007;J.Grunig,L.Grunig,D.Dozier:
Op.cit.
17J.E.Grunig:Two-waySymmetricalPublicRelations:Past,PresentandFuture.W:HandbookofPublic
Relations.Ed.R.Heath.ThousandOaks:Sage2001.
18B.BurlesonandS.KlineHabermas:TheoryofCommunication:ACriticalExplication,„QuarterlyJournalof
Speech“1979,65,p.417;R.Burkart,OnHabermas:UnderstandingandPublicRelations.In:Public
RelationsandSocialTheory,Eds.O.Ihlen,B.vanRuler,M.Fredriksson,London;Routledge2009,p.146.
19A.Carroll:ThePyramidofCorporateSocialResponsibility:towardtheMoralManagementof
OrganizationalStakeholders.„BusinessHorizons”1991;J.McMillan:WhyCorporateSocialResponsibility;
Whynow?How?In:S.May,G.Cheney,J.Roper:TheDebateoverCorporateSocialResponsibility.Oxford:
OxfordUniversityPress,2007;R.Cowe,M.Hopkins:CorporateSocialResponsibility:isthereaBusiness
Case.In:TheCorporateSocialResponsibilityReader.Ed.J.Burchell.London,Routledge2008.
18
