Two-way communications as strategic management – the past and future of PR?

I mentioned systems-based communications theory and its forefather, James Grunig, in a post last week.

As fortune would have it, Grunig took part in an open discussion with the PR Conversations blog.

It may be ‘classic’ PR theory but it is definitely worth checking out. As Richard Bailey writes about Grunig’s views:

“The strategic management paradigm emphasizes two-way communication of many kinds to provide publics [with?] a voice in management decisions and to facilitate dialogue between management and publics.” [my emphasis]

I am very much convinced that as the Internet disintermediates the mass media and thus breaks down PRO’s (over-?)reliance on specific channels and mediums the need for practitioners to act as strategic communications consultants will be vital to the future of the industry. Needless to say, the indistry itself will look very different by then too.

Via Richard Bailey PR Studies blog.

Technorti tags: Two-way communications, James Grunig, PR theory, Richard Bailey