ERIC Number: ED247578
Record Type: RIE
Publication Date: 1984-Aug
Reference Count: 0
Breadth of Perspective--An Important Concept for Public Relations.
Culbertson, Hugh M.
"Breadth of perspective" is a significant concept for definition of public goals, especially in line with the two-way symmetric model of public relations practice. The concept involves four components: (1) awareness that more than one definition, stand, or conclusion is possible and is probably accepted as valid by significant persons or groups; (2) awareness that there are, in all probability, differences between one's own position or definition and that of other people; (3) an inclination to take others' views into account when making and carrying out communication decisions; and (4) knowledge of arguments and their ramifications that support viewpoints opposed to one's own. So defined, "breadth of perspective" has roots in a number of disciplines and research traditions, including symbolic-interactionist sociology, personality theory within social psychology, political science, and communication. Three studies have shown partial determinants and implications of breadth of perspective. These include a survey of working journalists, a study of the public relations posture of osteopathic medicine, and a general-population survey relating to three political issues in Ohio. Breadth of perspective is important in public relations because it is in line with the libertarian heritage; it can lead, under many circumstances, to productive, flexible, innovative behavior and output; and it can help articulate and add substance to the two-way model of public relations practice. (Author/FL)
Publication Type: Information Analyses; Speeches/Meeting Papers; Reports - Research
Education Level: N/A
Authoring Institution: N/A
Identifiers: Breadth of Perspective
Note: Paper presented at the Annual Meeting of the Association for Education in Journalism and Mass Communication (67th, Gainesville, FL, August 5-8, 1984).