Mediations: Philip Young

  • Mediations comments on public relations theory and practice, with an emphasis on social media and communication ethics. Philip Young is project leader for NEMO: New Media, Modern Democracy at Campus Helsingborg, Lund University, Sweden. All views expressed here are personal and should not be seen as representing Lund University or any other organisation.

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    I note that Anne Gregory has dropped the 'Messages' stage from her longstanding 10-point planning model, and replaced it with a 'Content' stage in the new 12-point model (third edition of Managing Public Relations Campaigns published last year).

    Minor point maybe, but it seems relevant to your discussion.

    Thanks, Richard - I have to admit not to have noticed that important tweak!
    I used 'messaging' to highlight that changing reality often includes persuasive outputs (I appreciate that content is persuasive).

    If only I had the wisdom of my students! The bit you missed Philip was that I was quoting a comment by Mark Wightman, a student on our NHS Masters in Strategic Communication. The more I reflect on it the more profound I see it is.

    Mark Wightman, who made the observation to which Anne Gregory alluded, adds this comment:
    "Re; 'Changing reality'. Anne Gregory is right or at least as right as one can be about what PR / reputation management is really all about. Are there such things as 'organisational image makers'? Yes, but they don't work in communications, they're on the shop floor / behind the till / answering phones in call centres / delivering care on wards... we comms types should perhaps reflect on the advice that before we seek to take a market position for our products or services we had better make sure that we're capable of delivering it. If we can't, then the hole which opens up between the proposition and the reality of the service will be just large enough to bury your organisation's reputation."

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