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.
