PR 660 Chapter Notes - Chapter 4: James E. Grunig, Participatory Democracy
23 Feb 2020
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Chapter 4 persuasion: an intrinsic function of public relations. Originally it was thought that persuasion was extremely important to pr. The function of pr: using information, persuasion, and adjustment to create public support for any activity, cause, movement, or institution. Pr practitioners are people who advocate for public opinion and engineer consent by creating sets of symbols and things that the public responds to. They also analyze public response and find strategies that people resonate with to adapt the kind of communication that will best be received. However, there is a different view of this vision. Grunig says this other vision is based on manipulating the public for the organization"s benefit. This results in an ineffective or unethical practice. This led the way for people in pr trying to distance themselves from this idea of persuasion. The two-symmetrical approach to pr is more grounded in sharing the dialogue of interests between the communicator and perceiver.
