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Field Dynamics and Public Relations Theory: Toward the Management of Multiple Publics

Field Dynamics and Public Relations Theory: Toward the Management of Multiple Publics This article expands on the theoretical idea that public relations should be a two-way symmetrical process in which organizations use principles of communication, negotiation, and conflict resolution to manage relationships with strategic publics. We point out that the symmetrical model is two-way and does not explain the situation in which an organization must communicate with multiple publics about a problem. In the typical public relations case, the organization carries on a public debate with at least one relevant public in front of numerous other publics. This article adapts the method of field dynamics for assessing the relative positions of publics and organizations. The method makes it possible to compare organizations and publics on the dimensions of dominance—submissiveness, friendly-unfriendly, and group versus self-orientation. We compare our method with the situational theory of publics, co-orientation, and cultural analysis—all of which have been used in public relations theory and research. We then apply field dynamics to a dispute with Native Americans in Wisconsin and suggest intervention strategies for dealing with the dispute. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Public Relations Research Taylor & Francis

Field Dynamics and Public Relations Theory: Toward the Management of Multiple Publics

Field Dynamics and Public Relations Theory: Toward the Management of Multiple Publics

Journal of Public Relations Research , Volume 4 (2): 20 – Apr 1, 1992

Abstract

This article expands on the theoretical idea that public relations should be a two-way symmetrical process in which organizations use principles of communication, negotiation, and conflict resolution to manage relationships with strategic publics. We point out that the symmetrical model is two-way and does not explain the situation in which an organization must communicate with multiple publics about a problem. In the typical public relations case, the organization carries on a public debate with at least one relevant public in front of numerous other publics. This article adapts the method of field dynamics for assessing the relative positions of publics and organizations. The method makes it possible to compare organizations and publics on the dimensions of dominance—submissiveness, friendly-unfriendly, and group versus self-orientation. We compare our method with the situational theory of publics, co-orientation, and cultural analysis—all of which have been used in public relations theory and research. We then apply field dynamics to a dispute with Native Americans in Wisconsin and suggest intervention strategies for dealing with the dispute.

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References (7)

Publisher
Taylor & Francis
Copyright
Copyright Taylor & Francis Group, LLC
ISSN
1532-754X
eISSN
1062-726X
DOI
10.1207/s1532754xjprr0402_02
Publisher site
See Article on Publisher Site

Abstract

This article expands on the theoretical idea that public relations should be a two-way symmetrical process in which organizations use principles of communication, negotiation, and conflict resolution to manage relationships with strategic publics. We point out that the symmetrical model is two-way and does not explain the situation in which an organization must communicate with multiple publics about a problem. In the typical public relations case, the organization carries on a public debate with at least one relevant public in front of numerous other publics. This article adapts the method of field dynamics for assessing the relative positions of publics and organizations. The method makes it possible to compare organizations and publics on the dimensions of dominance—submissiveness, friendly-unfriendly, and group versus self-orientation. We compare our method with the situational theory of publics, co-orientation, and cultural analysis—all of which have been used in public relations theory and research. We then apply field dynamics to a dispute with Native Americans in Wisconsin and suggest intervention strategies for dealing with the dispute.

Journal

Journal of Public Relations ResearchTaylor & Francis

Published: Apr 1, 1992

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