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PUBLICRELATIONSTHEORY…
responsibility.Inpublicrelationstheory,relationshipmanagementisunderstood
ascommunicationactivityproducingcognitiveandaffectiveoutcomes
measuredastrust,openness,involvementandcommitment
20.
Iftheconceptsofsymmetricalcommunication,CSRandrelationship
managementrepresentarecentraltothepublicrelationsbodyofknowledge,
howistheknowledgetheyencapsulateutilisedbytheprofessionalgroup?
Ithasalreadybeenarguedthatitsupportsanimportant,orperhapseven
dominant,discourseofself-understandingandself–representationinthe
academicdomain.Inroutineprofessionalpractice,however,thoseideasseem
tobefarlessimportant.Letuslookatsomeevidencetosupporttheclaim.An
insightcanbegleanedfromtheCIPRawardcompetition,PRideAwards,
organisedandjudgedonregionalbasisin12regionsacrosstheUK.More
specificallythesetofcaseshereistheGrandPrix2008selectedfromall
theregionalwinners
21.Thisparticularawardsschemewaslaunchedin200322,
soitisfairlynew.However,competitionsofthiskindareaverypopularand
wellestablishedfeatureofpublicrelations(andforthatmatterother
communicationindustries)allovertheworldandtendtoberunby
professional
associations
and
trade
publications
alike.
Collections
of
competitivecasestudiestheyproduceare,however,nottobetreatedas
representativeofthestandardpracticeinastraightforwardstatisticalway;
whattheydorepresentistheprofession’scontinuingcreationofthe„discourse
sanctionedbytheprofessionalbody”
23,thatisawayofspeakingaboutthe
practicethatpresentsitinthewaythatsuitstheprofession’sown
understandingofitsinterests.Inotherwords,wecannotbesurehowtypical
thesecaseswouldturnouttobe,shoulditbepossibletoevaluatethemin
termsofthepopulationofpublicrelationscases(typicalunitsinwhichpublic
relationsworkisdelivered);whatwecanbesureofisthattheformal
frameworkofsuchcompetitions(categories,judgingprocess,transparency,
andthecontinuitythecompetition)allowsustotreataone-yearsubsetas
ameaningfulinsightintowhattheprofessionwishestobeseenasbest
practice.
Asitstoodin2008,PRideAwardsoperatedin25categories
24:14
CampaignAwards,6SpecialAwards,and5TeamandIndividualAwards.The
lastcategoryrewardspeople(forexampleoutstandingyoungcommunicator,
20J.A.Ledingham,S.D.Bruning:PublicRelationsasRelationshipManagement.Mahwah,NJ:Lawrence
ErlbaumAssociates2000.
21http://www.cipr.co.uk/prideawards/regions.asp
22H.Williams:ShortlistUnveiledforNestMonth’sScottishAwards.„PRWeek”2003,14May.
23M.Pieczka:CaseStudiesasNarrativeAccountsofPublicRelationsPractice.„JournalofPublicRelations
Research”2007,Vol.19(4),p.354.
24http://www.cipr.co.uk/prideawards/categories.asp
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