ERIC Number: ED330010
Record Type: RIE
Publication Date: 1990-Nov
Reference Count: N/A
Mass Communication, Public Communication, and Interpersonal Communication: A Global Model for International Public Relations.
Neff, Bonita Dostal
A participatory model of public relations proposed by Dean Kruckeberg and Kenneth Starck would seek not to serve a public but to build a sense of community. In this model the advocacy focus of the publicity model is dropped and there is a movement toward relationships rather than selling products and services. Leaving behind the journalistic approach of publicity, public relations professionals do more interpersonal and public communication where persuasion includes argumentation within an ethical construct. Because of the shift away from the publicity model, public relations has been growing as a discipline in communication departments rather than in journalism departments. With the recent explosion of public relations curricula, communication departments have moved to the participatory model where intra/interpersonal and public communication (persuasion-argumentation) serve as the training for future public relations professionals. The newer participatory model must reflect international and multicultural changes in the world. An international perspective modifies the key concept in public relations teaching such as "ethics" and the use of "communication approaches." Likewise, accreditation bodies need to incorporate recent data on public relations training and development and change program and individual accreditation standards to meet present needs. Research, awards, professional and academic associations, and public relations codes of ethics should reflect multicultural dimensions. (One diagram is included; 13 references are attached.) (SG)
Publication Type: Information Analyses; Reports - Evaluative; Speeches/Meeting Papers
Education Level: N/A
Authoring Institution: N/A
Identifiers: Curriculum Emphases; International Public Relations
Note: Paper presented at the Annual Meeting of the Speech Communication Association (76th, Chicago, IL, November 1-4, 1990).