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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 | |
|
begin
1980's |
'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 |
|
begin
1960's |
'two-way, asymmetrical'
— research, persuasion |
'marketing'
— customer orientation, profitable volume |
|
|
begin
1930's |
'public information'
— journalism, credibility |
'sales'
— hard sell |
'traditional selling'
— one-sided, canned approach, closing is the priority |
|
before
1930 |
'press agentry'
— promotion, publicity |
'production'
— '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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