Pushing the river upstream: two-way public relations and how to do it

Lane, Anne B. (2005) Pushing the river upstream: two-way public relations and how to do it. In Public Relations Institute of Australia (PRIA) Annual Conference : 'Like water, communication should be clear and flowing', 23-25 October 2005, QUT, Brisbane.


Much has been written about two-way symmetric public relations and its role in the creation, maintenance and enhancement of relationships between organisations and publics, but the majority of this literature presents the concept from an abstract, academic perspective. Very little has been written from a practical point of view about how to actually ‘do’ two-way symmetric communication. Specifically there seems to be a dearth of discussion about how the public relations practitioner can adequately represent external concerns to management in a persuasive and effective manner. Using the RACE framework as a guide, this paper looks at examples and case studies on the subject of reaching, persuading and influencing publics to see if any of this is relevant to the conduct of ‘balanced’ communication with management. How can organisational public relations practitioners present stakeholder arguments in a positive way; and ultimately perhaps even get management to incorporate elements of these arguments in organisational attitudes and behaviour? In short – to continue our fluvial analogy – how can we make the river flow uphill, upstream and in both directions at once; and can we go even further and actually impact upon the source of that flow?

Impact and interest:

Citation counts are sourced monthly from Scopus and Web of Science® citation databases.

These databases contain citations from different subsets of available publications and different time periods and thus the citation count from each is usually different. Some works are not in either database and no count is displayed. Scopus includes citations from articles published in 1996 onwards, and Web of Science® generally from 1980 onwards.

Citations counts from the Google Scholar™ indexing service can be viewed at the linked Google Scholar™ search.

Full-text downloads:

667 since deposited on 23 Oct 2007
17 in the past twelve months

Full-text downloads displays the total number of times this work’s files (e.g., a PDF) have been downloaded from QUT ePrints as well as the number of downloads in the previous 365 days. The count includes downloads for all files if a work has more than one.

ID Code: 10317
Item Type: Conference Paper
Refereed: Yes
Additional URLs:
Keywords: Public relations, symmetry, RACE
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 2005 Anne B. Lane
Deposited On: 23 Oct 2007 00:00
Last Modified: 05 Jan 2011 13:33

Export: EndNote | Dublin Core | BibTeX

Repository Staff Only: item control page