APR - Accredited in Public Relations
Al Czarnecki APR FCPRS LM  sketch
Al Czarnecki  APR FCPRS
Establishing good relationships with important publics is an investment. Managing this is the job of public relations.

Al Czarnecki Communications - Public Relations, Social Marketing, Fundraising Support - Toronto, Ontario, Canada

| (416) 261-9828 | www.topstory.ca

Convergence and integrated communication

In leading organizations, public relations and marketing and sales have all arrived at an open systems approach.

  Public relations Marketing Sales
'two-way, symmetrical'*
— dialogue, mutual solutions
'social responsibility'*
— customers are broadly defined, sustainability is a priority
'relationship selling'*
— dialogue, sensitive, flexible, partners, follow-through is a priority
'two-way, asymmetrical'
— research, persuasion
— customer orientation, profitable volume
'public information'
— journalism, credibility
— hard sell
'traditional selling'
— one-sided, canned approach, closing is the priority
'press agentry'
— promotion, publicity
— 'build a better mousetrap'

(A mix of these models will be present in many settings.)

Organizations do not exist in a vacuum. An open systems approach helps them manage within a context of social and political realities. At the same time, it promotes integrated communication.

* Adapted from two excellent references — Excellence in Public Relations and Communication Management , edited by James E. Grunig, and Relationship Selling by Jim Cathcart.

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