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The Business of Influence: Reframing Marketing and PR for the Digital Age by PHILIP SHELDRAKE

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The 2nd Flow and the Internet

The first three PR models focus on the 1st influence flow, our influence with our stakeholders. Even where the two-way symmetrical model for PR is adopted (honest and open two-way communication and mutual give-and-take), the emphasis remains on treating the 1st and 3rd influence flows equally. Or does it? What about the 2nd flow (our stakeholders’ influence with each other in respect to us)?

I mentioned earlier that Grunig continues to support the validity of the two-way symmetrical model in the digital age and in Paradigms of Global Public Relations in the Age of Digitalization,38 he specifically responds to quotes from two books: ‘The Web has changed everything’, according to Brian Solis and Deirdre Breakenridge in Putting the Public back in Public Relations: How Social Media is Reinventing the Aging Business of PR39; and ‘… it is hard to avoid making the claim that ‘the internet changes everything’ … for public relations the unavoidable conclusion is that nothing will ever be the same again’, from David Phillips and Philip Young in Online Public Relations: A Practical Guide to Developing an Online Strategy in the World of Social Media.40 They continue:

[The] Excellence [study] characterizes the vector of communication as being between an organization and its publics, and is concerned with the balance – the symmetry – of this transaction. The bold claim that emerges from the arguments put forward for ‘the new PR’ is that the fundamental vector of ...

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