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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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