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V
I E W P O I N T
 The
Smithson Report:
Removing Issues Management From Its Strait-Jacket
By Kate Smithson
cont
from page 1
Solution: New Communications Model
The solution is to create a new communications model
for the public relations industry providing a new mindset, better
use of technology and new ways to package information.
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Mindset
|
| Old |
New |
| Closed system |
Multi-system |
| One-way |
Interactive |
| Reactive |
Proactive |
|
Technology
|
| Old |
New |
| Paper-based |
Web-driven |
| Focused on traditional media |
Become our own media |
|
Information Packaging
|
| Old |
New |
| Text-based |
Multi-media |
| News release |
Multi formula |
| Corporate-speak |
Human language |
1. Mindset
This model would move the current public relations communications
mindset away from its current closed system, one-way, reactive
philosophy, and towards a multi-system, interactive, proactive
approach.
Closed System -- to Multi-system
The current closed system allows information to flow to audiences
through one approval system, after it has been put through exhaustive
approval procedures. The good thing about this system is that
all information is approved by everyone in the organization by
the time it gets to its audiences. The bad thing about this system
is the information is released on a corporate timetable, which
means missed opportunities. The information is often not meaningful
to its audiences, which means the company's messages are not clearly
being heard. This means the information is mistrusted, misunderstood,
and ineffective.
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