Back to school for a reality (PR) check?

Lane, Anne B. (2004) Back to school for a reality (PR) check? In Public Relations Institute of Australia (PRIA) Annual Conference, 17 October, Canberra, A.C.T., Australia.


It is 20 years since Grunig and Hunt first claimed normative status for what they labelled the two-way symmetric model of public relations. Although this model is not without its critics and detractors, in the absence of any real alternatives it nonetheless remains a significant influence in the field. One of the greatest challenges facing public relations practitioners today is how to reconcile the idea of two-way symmetric communication – which has long been suggested as the Holy Grail of public relations – with the reality of lived public relations practice. The situation of public relations practitioners in schools on Queensland’s Gold Coast in the twenty-first century provides an interesting microcosmic case study of these challenges, and might give some insights into wider applications within the broader profession. Directions for future research are flagged: in particular, the High Performance Schools Initiative is suggested as providing a site where the possible benefits of dialogue between organisations and publics, as well as the potential pitfalls in its implementation, can be explored.

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ID Code: 10316
Item Type: Conference Paper
Refereed: Yes
Additional Information: For more information, please refer to the organisation’s website (see hypertext link) or contact the author.
Additional URLs:
Keywords: Public relations, school, symmetry
Subjects: Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > MARKETING (150500) > Marketing Communications (150502)
Divisions: Current > QUT Faculties and Divisions > QUT Business School
Copyright Owner: Copyright 2004 (please consult author)
Deposited On: 26 Oct 2007 00:00
Last Modified: 05 Jan 2011 13:33

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