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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.

Abstract

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:

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ID Code: 10317
Item Type: Conference Paper
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
Last Modified: 05 Jan 2011 23:33

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