Without doubt, the feedback and involvement capabilities offered by social media should be better aiding the 'excellence' model of public relations (Grunig & Hunt, 1984). Here, the theory advises, organisations should consult with and possibly change their behaviours according to the reactions and feedback provided by their key publics.
How often, though, is this just an aspiration, or, at worst, a box-ticking exercise?
Recently, Glasgow City Council ran a long consultation exercise regarding the closure of several primary schools and nurseries. There were roof-top protests and sit-ins at some of the schools and tensions were running high (see BBC footage ). Following the decision to close the schools many angry parents said that the consultation had been pointless and little more than a sham as the decision was taken before any consultation with key publics.
So, in this situation, where did the excellence approach fall down?
There were commercial factors which are quantitative and it is hard to reconcile buildings in poor structural state with falling repair budgets. The sums don't add up.
For parents, though, the main qualitative factor is what matters - their child's education - which is non-negotiable, from their viewpoint.
There was never going to be a solution to this which would result in both sides of the argument coming together to reach a satisfactory conclusion.
I think there are very few situations where symmetry is really achievable. Even high profile campaigns which have had a result (Joanna Lumley's fight for Gurkhas' residency rights in the UK), came after a climbdown by the Westminster Government, coming on the back of a lot of negative headlines for No 10.
Yes, I read about the Glasgow City Council...total collapse of excellence program there!
ReplyDeleteWell i saw the Glasgow city council and it is really sad that because of a council decision the schools will be shut down.
ReplyDeleteFalling school rolls, a crumbing schools estate and frozen council tax levels; so no extra money. These were the sad and hard facts and a precursor to this outcome.
ReplyDeleteI really felt for both sides in the argument here - there was never going to be a good outcome. The challenge for the public relations function now is to work with the distraught parents and try to get them onside before the children start their new schools - not an easy task.
I wonder what form the consultation took? Was there any give and take from the council? Did the exercise take an in-depth look at the best interests of local children. If the parents felt on the defensive from the start then the whole thing was undermined by a power imbalance. Maybe in some situations a consultation which comes close to the ideal of symmetrical ideal is better than any alternative?
ReplyDeleteUnfortunately, it is quite common in the UK for a representative body to completely ignore and/or disregard the wishes of the people they are supposed to be serving. Until the people themselves seriously object to being treated like that, no amount of symmetrical communications will make any difference.
ReplyDeleteAnd in this instance even after the parents were really vocal, the closures still went ahead.
ReplyDeleteWhat seems to lack is sensible planning long before it gets anywhere near the closure stage. By then it is too late. Where was the budgetting 5-10 years ago to plan for the potential upgrades?
What we have here is a 'PR disaster', per se, yet with better planning and contingencies it should never have happened.
So, new technology acts to expose shortcomings in a much more visible manner. Are we going to see more responsible and accountable behaviour in the future based on the online deterrent? I hope so!
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