Treść książki
Przejdź do opcji czytnikaPrzejdź do nawigacjiPrzejdź do informacjiPrzejdź do stopki
PUBLICRELATIONSTHEORY…
Outofthe11casestudieswhichcouldberetrievedforfurtheranalysis
26,only
oneappearsconvincinglytounderstandandutilisetheconceptofsymmetrical
communication:theinternalcommunicationsoverallwinner,acampaign
called„Chattermatters”runbyNorthEastDerbyshireDistrictCouncil.Itwas
afour-yearlongprogramme(fromcrisistorepeatedsuccessfulaudit)of
organisationalchangenecessitatedbyapoorratingofthecouncilinanofficial
audit.Theobjectivessetwereamixtureofcommunicationsfocusedon
organizationalmessages(mission)anddesiredbehaviours(achievement
rewards),buttherewasalsoanintentiontostartbyunderstandingthe
employeeneeds,designingandconductinginformationinwaythatmakes
feedbackanintegralfeature.Soalthoughthestrategicframingisimposedby
thecircumstances,thereengineeringoftheorganisationoperatesinafairly
openmanner,withattentionpaidtoemployeeengagement.Theseprinciples
areborneoutbythemethodsusedwhich,again,wereamixtureofinformation
giving,modellingofdesiredbehaviours,butalsoconsultationandinvolvement
incommunicationandco-creationoforganizationalculture.Althoughthe
evaluationappearsratherminimal,itisexpressedintermsofimprovementsin
thequalityofcommunication(relevance)andchangeinemployeeattitudesto
wardstheemployer(pride).
Theremaining10casesdealwitheitheroneoramixtureofthe
following:promotion(bywhichImeanmakingsomethingknownorhighly
visibleinapublicarena),positioning,andadvocacy.Theobjectivessetare
expressedintermsof:effectsonclientprofile;visibilityofmessages,
arguments,andpositions;uptakeofproductorservice;promotionofspecific
behaviours.Techniquesusedbythecampaignscanbebestsummarisedas
promotionalcommunications(advertising,posters,brochures,websites,and
arangeofeventssuchlaunches,parades)andmediarelationscampaigns.
Lookingathowthisworkwasevaluatedbringsfurtherevidenceoftheir
persuasivenature:evaluationtendstorelyonmeasuresofoutcomes,typically
cuttingsfiles,ormorebroadlymediaspaceorattentiongained(6cases).Thisis
normallypresentedinthesimplest,descriptivemanner,listingnumbersof
articles,headlines,programmes,andinsomecasesresortingtotherather
disreputablemeasureknownasAdvertisingEquivalents(AE),i.e.thevalueof
mediaspacecommandedifithadtobepaidfor.Othermeasuresofoutcome
refertoparticipation(intheeventsorsignaturesonpetitionsorsupportfor
aparliamentarymotion),eventevaluation,testimonials,uptakeofservices
(HIVtesting),andfinallylowlevelofcomplaintsor‘nonegativecomment’
263campaignsummarieswerenotavailableforscrutiny:corporatecommunications,consumerrelations,and
bestuseofnewmedia.
21
