
Mi pare sempre utile dare ogni tanto un occhio a qualche vecchia, cara definizione di base, se non altro per non distrarsi troppo con tecnologie emergenti e nuovi media e ricollocare il tutto nell’ambito di una visione più ampia e produttiva.
Colgo la riproposizione del buon
Shel Holtz in un bel post intitolato “Relationships as a PR goal”, e ve la riporto fedelmente:
- At its core, public relations is the management of an organization’s efforts aimed at building and maintaining positive relationships with its strategic publics. A strategic public is one that, in the absence of a strong relationship, could produce obstacles to the organization’s ability to achieve its objectives.
- Public relations is about influence. Organizations can and should wield influence ethically. Among academics, ethical public relations is often referred to as “two-way and symmetrical.” That is, the relationships result in win-win scenarios in which both the organization and the public achieve their goals. The tools of two-way symmetrical communication include negotation and boundary-spanning.
Ma più avanti trovo anche questa stimolante considerazione:
“As conversations become the principal characteristic of company-public engagement, the relationships themselves will prove more valuable to organizations than influence. As with the notion of the mission statement, focusing on relationships for their own sake will surely lead to the outcomes organizations seek (sales, friendly regulatory environments, minimal activist activity, support for initiatives, etc.). Or, to put it more simply, who needs to wield influence when you’ve got friends ?”
Technorati Tags : PR, influence, relationships, conversations