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The Strategy Myth: A Critical Examination of Strategic Communication in Public Relations

J.D. Salinger

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Published in Political Reputation Management: The Strategy Myth (Routledge New Directions In PR Communication Research)

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Political Reputation Management: The Strategy Myth (Routledge New Directions in PR & Communication Research)

5 out of 5

Language	:	English
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Strategic communication has become a ubiquitous concept in public relations (PR) practice and research. It is often regarded as a key to successful PR campaigns, promising to enhance organizational effectiveness, build relationships with stakeholders, and manage reputation. However, despite its widespread acceptance, the concept of strategic communication in PR remains poorly understood and inadequately theorized. This article aims to critically examine the strategy myth in PR, arguing that it oversimplifies the complex and dynamic nature of public relations, and that a more nuanced and contextual understanding of communication is needed to achieve effective PR outcomes.

The Strategy Myth

The strategy myth in PR is rooted in the belief that organizations can achieve their communication goals by following a carefully crafted strategic plan. This plan typically outlines the organization's communication objectives, target audiences, key messages, and communication channels. By adhering to this plan, organizations believe they can control the flow of information, manage stakeholder perceptions, and achieve their desired outcomes.

However, the reality of PR practice is often far more complex and unpredictable than the strategy myth suggests. Organizations operate in dynamic environments, where stakeholders have diverse interests and expectations, and the media landscape is constantly evolving. In such an environment, it is impossible to fully predict or control the outcomes of communication efforts.

Moreover, the strategy myth can lead to a narrow and mechanistic approach to PR. By focusing exclusively on strategic planning, organizations may neglect other important aspects of communication, such as relationship building, stakeholder engagement, and reputation management. This can result in PR campaigns that are superficial and ineffective.

Beyond the Strategy Myth

To move beyond the strategy myth, PR professionals and researchers need to adopt a more nuanced and contextual understanding of communication. This means recognizing the complex and dynamic nature of PR practice, and the need to adapt communication strategies to the specific context and circumstances.

One way to do this is to focus on the concept of strategic communication competence. This competence encompasses a range of skills and abilities that enable PR professionals to effectively plan, implement, and evaluate communication campaigns. These skills include:

* The ability to understand the organization's communication needs and objectives * The ability to identify and engage with target audiences * The ability to develop and deliver effective messages * The ability to use a variety of communication channels * The ability to monitor and evaluate the effectiveness of communication campaigns

By developing strategic communication competence, PR professionals can move beyond the strategy myth and become more effective communicators.

The strategy myth in PR is a harmful oversimplification that can lead to ineffective communication campaigns. By recognizing the complex and dynamic nature of PR practice, and by focusing on the development of strategic communication competence, PR professionals can move beyond the myth and achieve more effective outcomes.

References

* Grunig, J. E., & Hunt, T. (1984). Managing public relations. New York: Holt, Rinehart and Winston. * Heath, R. L. (2001). Strategic issues management: Implications for public relations. Mahwah, NJ: Lawrence Erlbaum Associates. * Ledingham, J. A. (1998). The practice of public relations. Mahwah, NJ: Lawrence Erlbaum Associates. * Newsom, D., Turk, J. V., & Kruckeberg, D. (2013). This is public relations: Public relations and communication management. Belmont, CA: Wadsworth Cengage Learning. * Wilcox, D. L., Cameron, G. T., & Xifra, J. (2017). Public relations strategies and tactics. Boston, MA: Pearson.

Political Reputation Management: The Strategy Myth (Routledge New Directions in PR & Communication Research)

5 out of 5