Sunday, January 23, 2011

Diwali Greeting Card Messages For Md

otherwise Matthieu Sauvé

There are some master's theses that deserve to be published. Matthew's Saved part of that lot. One can only be grateful to the dynamism of the Faculty of Communication UQAM , its chairs and research groups, and the richness of its publications, including the collection Communications-Public Relations, directed by Danielle Maisonneuve.

This memoir, adapted for publication, not only helps to better understand the conceptual and theoretical foundations of public relations, but identifies the criticisms made against them, and food for thought on the status and the role of practice in organizations today.

Matthieu Sauvé contributes to the analysis and advancement of knowledge of public relations by opposing the prevailing current practice (the management model supported by the functionalist paradigm) a decidedly postmodern design in which the organization is no longer the main center nor the fundamental basis (a social model supported by interpretive and critical paradigms).

This will certainly surprise many professionals, but the epistemological foundations of Sauvé (a recognized professional with over 25 years experience) with an approach inspired by reflective thought, led him to glimpse, if not propose a model of practice rooted in civic responsibility. In this respect, his thinking is a little closer said the movement's radical Public Relations in which it focuses more on societal impacts, objectives and organizational needs.

other hand, even a Brian Solis here stresses that the practice can be done in a different context than the managerial model. Solis also offers practitioners turn more towards the humanities in its Putting the Public Back in Public Relations , having regard, it is true, the rise of social media and their impacts on society.

The memory Sauvé is particularly focused on three dimensions of the conceptual framework of public relations: the lack of consensus on their definition (and I would add the presence of apparent contradictions or inconsistencies eg even within the various codes of ethics of associations and societies), the positioning of public relations as a function management strategic vagueness "relative" of their purpose.

Through these dimensions, the author reviews and compares the foundations, definitions, concepts, approaches, and finally, the "History" of public relations for Bernays to Grunig, and L'Etang to Ihlen, through Cutlip, Center and Broom (to name a few).

For those who take offense still see the name Bernays (re) appear, read the excellent post by my colleague Bill Sledzic entitled Symmetrical PR Meets the "Cluetrain Manifesto" . The issue surrounding the "adaptation" is not unlike that of "the Convention operational and relational development" Sauve said that within his proposal for an "other" definition of public relations.

For indeed, how can a practice-oriented, by definition, the achievement of organizational goals and also take into consideration the needs and expectations of stakeholders ? Private interest and public interest do they go together? Can we really develop communication processes to influence behavior and attitudes of a group and at the same time affirm the desire to establish with the same group relationships of trust?

Is not as is the origin of the harshest critics: image makers, spin doctors and other operations PR? The stakeholder theory it comes to the rescue of this dilemma or is not she only reduce the "influence" public on these organizational activities?

The status of public relations in organizations remains another sticking point. Is this a technical logistic support of a strategic or a real business function?

Sauvé traces the reasons that led practitioners to define their practice as a management function and to marry the managerial model: the legitimacy of the "scientific" approach (the issue of assessment measures in terms of impact scope and did not she still part of the Great Nebula of public relations in the early twenty-first century - from marketing for example? ), Alignment with the management concept whose basic components (planning, organization, direction and control) are reflected in the model RACE (Research, Analysis, Communication and Evaluation); quest for legitimacy with the higher hierarchies through the optimization of communication and achievement of organizational objectives, among others.

By cons, it is at the implementation level (even technology) - element missing from the management concept above - you can probably find an answer in few cases because of public relations in management literature. This and the fact that taking into account interests other than those of the organization would not have the same importance for practitioners and for managers ... In this connection it is interesting to read this passage from the book Fate PR (1977) Paul Dumont-Frenette :

" The true vocation of public relations is to promote, by practice effective communication, integration of the enterprise or institution that uses their services in the community reality. "

This insertion into the reality of community imply then, to support its emergence, not a drastic change from the practice of public relations but its very premises.

Sauvé are seven, while stressing although they stem from a worldview that may run counter to certain realities.

1 - The company is primarily a public space and not a trading area.

2 - The company is a collection in perpetual rebuilding.

3 - The discourse of all actors can claim to validity.

4 - The freedom to make a speech must be accompanied by the recognition that it can legitimately be critiqued or deconstructed.

5 - All parties are entitled to consider that their interests have intrinsic value.

6 - All parties are entitled to expect that their interests are partially satisfied.

7 - Public relations practitioners have a role to play beyond the technical staff of their practice.

this in mind, wanting to confine (a managerial point of view) public relations to a purely technical or instrumental role becomes more and more awkward. Practitioners today can occupy a privileged place in the relationship between an organization and the society that surrounds it, mainly because of their potential influence on the conduct of business and the speeches of the organization.

That said, practitioners could also contribute more actively to promote the public interest to all actors, they act inside or outside an organizational framework. It would therefore be a wider social responsibility.

Although reflection and analysis Matthieu Sauvé intended primarily for professionals, students in communication, and a fortiori those in public relations, would benefit from reading this book very rich teaching and diverse perspectives on a profession that is still evolving, if not transformation. This reading would make them professionals not only more informed but better equipped to the many challenges that await ...

Thanks for reading!

Patrice Leroux


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