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E-mail as a dialogic element in the symmetrical two-way model of public relations
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E-mail as a dialogic element in the symmetrical
two-way model of public relations
ABSTRACT
The symmetrical two-way model of public relations is based on the mutual exchange of meaningful messages between the organization and a community. Organized communities are increasingly using computer-mediated communication (CMC) to develop and deliver their messages. A particular CMC technology is selected by a community based on the useful attributes of the technology, including those attributes that will support the community’s viability and capacities. E-mail can provide a dialogic loop in public-consultation processes, but it must be laid over the community’s requirements for enhanced viability and strengthened capacities. It is argued that as a dialogic element in a symmetrical two-way public relations model, e-mail may be used to strengthen the following interaction elements of a community: access, cooling off mechanisms, interactive broadcasting, breakout and reassembly, and memory. A case study is considered to illustrate the potential of e-mail for enhancing public-consultation processes.
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E-mail as a dialogic element in the symmetrical
two-way model of public relations
ABSTRACT
The symmetrical two-way model of public relations is based on the mutual
exchange of meaningful messages between the organization and a
community. Organized communities are increasingly using computer-
mediated communication (CMC) to develop and deliver their messages. A
particular CMC technology is selected by a community based on the
useful attributes of the technology, including those attributes that will
support the community’s viability and capacities. E-mail can provide a
dialogic loop in public-consultation processes, but it must be laid over the
community’s requirements for enhanced viability and strengthened
capacities. It is argued that as a dialogic element in a symmetrical two-
way public relations model, e-mail may be used to strengthen the
following interaction elements of a community: access, cooling off
mechanisms, interactive broadcasting, breakout and reassembly, and
memory. A case study is considered to illustrate the potential of e-mail for
enhancing public-consultation processes.
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