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oroutstandingin-housepublicrelationsteam)andthesecondcategoryfocuses
onsetsofspecifictechnicalskillsasrepresentedthroughartefacts(e.g.best
leaflet,magazine,website),itthereforeseemsmostappropriatetoexamine
howtheworkandexpertiseappearinthe14categoriesofCampaignAwards.
Firstly,thecampaigncategoriesrepresentamixtureofknowledgeofthe
specificpracticesettings(not-for-profitsector,publicsector);specific
„disciplines”orsubsetsofprofessionalexpertise(corporatecommunication,
internalcommunication,crisiscommunication,communityrelations,public
affairs,integratedcommunications,corporateresponsibility,andtwotypesof
marketingsupportdifferentiatedbytheaudienceandmethodsofwork:
businessandtrade,andconsumerrelations);specific,technicalskills(bestuse
ofmediarelations,bestuseofnewmedia);andfinally,applicationofexpertise
inwhatmustberegardedasaparticularyconstraining,ordifficultsetof
circumstances:lowbudget.
Whenweconsiderthesecategoriesfurtherbyexaminingthewayin
whichtheyareexplainedtothepotentialcompetitionparticipants,itisvery
strikingthatthelanguageused,andthecommunicativestanceimpliedbyit,
resonatewithideasofpromotion,advocacyandpersuasion,ratherthan
opennessandmutualadjustmenttypicalofsymmetryorrelationshipdynamics.
Forexample,anentrysuitablefortheinternalcommunicationscategoryis
describedas„acampaignthatsuccessfullytargetsandpromotescorporate
objectivestoemployeeswithinanorganisation”
25.Thefocusonmeetingor
promotingclientobjectivesisstatedexplicitlyin5outofthe14categories
(not-for-profit;internalcommunication,bestuseofmediarelations,integrated
communications,bestuseofnewmedia).Inothercategories,suchaspublic
affairsorpublicsector,thedescriptionspointtoeitheradirectinfluenceon
policyoutcomes(behaviouroflegislators)orindirectinfluencebychangingor
reinforcingproblemframingandactors’perceptions(„designedtopromote
policies,achievementsandservice”;„toinformthepublicpolicyagendasor
influencethelegislativeprocess”).Evensocialresponsibilityistreatedinan
instrumentalwayasitsaimis„tosupportcorporatevaluesonsocial,ethical
andreputationissue”.Onlyinonecategory,communityrelations,isthere
aclearindicationofamoreopenandcollaborativestancewhereacampaignis
expectedtodemonstrate„howaPRcommunicationsinitiativehassuccessfully
dealtwithcommunityissues,achievingmutualbenefit”.
Letustakethisillustrationfurtherandofferabriefdiscussion,looking
specificallyforevidenceofsymmetry(understoodeitherinnormativeor
proceduralterms)orrelationshipmanagementdefinedintermsofferedabove.
25http://www.cipr.co.uk/prideawards/categories.asp
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