Communication

The definition of communication according to Scott M. Cutlip (1987), one of the founders of
modern public relations theory, defined communication as the process of transmitting information,
ideas, attitudes, or feelings from one person or group to another.
Oxford English Dictionary, communication is defined imparting or exchanging of information by
speaking, writing, or using some other medium.
Additionally, communication is the process by which information is transmitted between
individuals or groups using symbols, signs, or behavior in a specific context to create shared
meaning (Berlo, 1960).

Public Relations (PR) as a Communication Concept

Public relations (PR) is a communication discipline focused on managing and maintaining
relationships between an organization and its various stakeholders (audiences, the public,
customers, investors, employees, and the media). At its core, PR is based on the strategic use of
communication to shape perceptions, build trust, and foster mutual understanding between an
organization and its stakeholders. Here's a comprehensive explanation of PR as a communication
concept:
1. Communication as the Foundation of Public Relations
At its essence, PR is the practice of managing communication in a way that shapes an
organization's image and reputation. As Cutlip and Center (2006) noted, PR is the "deliberate,
planned, and sustained effort to establish and maintain mutual understanding between an
organization and its publics." This underscores the idea that PR is about creating meaningful
communication that facilitates understanding and builds relationships between an organization and
its stakeholders.
Communication in PR is two-way: it involves not only sending messages but also receiving
feedback from audiences. This two-way communication fosters dialogue and ensures that the
relationship is dynamic, responsive, and adaptable.
2. PR as a Strategic Communication Process
PR is considered a strategic communication process (Grunig & Hunt, 1984). Unlike one-time,
transactional forms of communication like advertising, PR seeks to build long-term relationships
by integrating communication activities that support an organization's goals. The strategic process
includes:
• Research and analysis: Understanding the needs, attitudes, and concerns of both the
organization and its publics.
• Planning and message crafting: Developing messages that align with the organization's
values and goals while considering audience preferences and concerns.
 • Implementation: Delivering messages through appropriate channels (media, events, press
releases, social media, etc.).
• Evaluation: Assessing the effectiveness of communication strategies and adapting based
on feedback.
3. Communication Channels in Public Relations
PR professionals utilize a variety of communication channels to reach diverse audiences. These
include:
• Traditional media: TV, radio, newspapers, and magazines remain vital tools for mass
communication in PR efforts.
• Digital media: Social media platforms, websites, and blogs have revolutionized PR by
enabling direct and immediate communication with audiences.
• Internal communication: PR also involves effective communication within organizations
to engage employees and foster a positive workplace culture.
• Events and face-to-face interactions: Conferences, press briefings, and community
engagement events allow for more personalized communication.
4. Public Relations as a Two-Way Symmetrical Model
In Grunig and Hunt's (1984) widely recognized model, the two-way symmetrical model of PR
emphasizes mutual understanding, as opposed to the traditional one-way asymmetrical model,
which aims to persuade publics to accept the organization's point of view. The two-way
symmetrical model positions PR as a tool for dialogue, aiming to balance the interests of both the
organization and its publics.
In this model, communication is not just top-down but rather reciprocal. PR professionals aim to
listen actively to public concerns, respond to them effectively, and adjust strategies or messaging
as needed to ensure both the organization’s goals and public interests are addressed.
5. Reputation Management Through Communication
PR plays a crucial role in reputation management, where communication serves as a key
mechanism for protecting or enhancing an organization's image. Reputation is shaped over time
by the messages the organization communicates and the way it responds to external events, such
as crises, controversies, or negative media coverage.
Effective communication in PR can:
• Mitigate risks: For example, in times of crisis, PR practitioners can craft messages that
provide clear, transparent, and reassuring communication to minimize damage to the
organization’s reputation.
 • Enhance trust: By regularly engaging with publics and sharing valuable, relevant content,
PR builds trust and demonstrates the organization’s reliability and commitment to its
values.
• Influence public perception: PR efforts can influence how an organization is perceived
by shaping messages that highlight positive actions or corporate social responsibility
efforts.
6. Public Relations and the Creation of Meaning
In PR, communication is not just about relaying information but about creating meaning. Meaning
creation is an ongoing process through which the organization, media, and publics all interpret
messages. PR efforts aim to ensure that the meaning people take away aligns with the
organization’s desired reputation and goals. For instance, a PR campaign may seek to reframe the
way the public perceives a product or service, emphasizing its ethical production methods or its
impact on community welfare. This process of constructing shared meaning is a fundamental
aspect of PR's role in shaping public perceptions.
7. Public Relations as an Ethical Communication Practice
Ethics in PR is central to the communication process. PR practitioners must ensure that their
communication is truthful, transparent, and responsible. PR involves not just promoting the
organization’s interests, but also considering the public good and adhering to ethical principles of
honesty and integrity (Bowen, 2007).
Ethical PR practices:
• Encourage transparency in all messaging.
• Foster open, honest dialogue with audiences.
• Prioritize the long-term relationship over short-term gains.
• Ensure fairness and inclusivity in communications.

Public relations (PR) as a Communication Process

PR as a communication process involves various models that explain how communication works
within PR activities. Two foundational models in communication theory, the Harold Lasswell
Model and the SMCR Model, are often referenced to understand the communication process in
public relations.
Harold Lasswell’s Model of Communication
Harold Lasswell, a prominent political scientist and communication theorist, proposed a simple
yet influential model of communication in 1948. His model is often summarized as:
"Who says What in Which Channel to Whom with What Effect?"
This model is significant in public relations because it highlights the components involved in the
communication process and emphasizes the effects of communication on the audience.
Elements of Lasswell's Model:
Who – The Communicator (Sender):
In PR, the "who" refers to the organization, the PR professional, or the spokesperson that initiates
the communication. The credibility, reputation, and authority of the communicator are vital for
how effectively the message is received by the audience.
What – The Message (Content):
The "what" represents the content of the message that is being communicated. In PR, this could
include press releases, social media posts, speeches, advertisements, and more. The message must
be carefully crafted to resonate with the intended audience.
Which Channel – The Medium (Channel):
The "which channel" refers to the communication medium through which the message is delivered.
In PR, this could include traditional media (TV, radio, newspapers), digital platforms (social
media, websites), direct communication (emails, press conferences), and more. The choice of
channel is crucial to reach the right audience effectively.
To Whom – The Receiver (Audience):
The "whom" refers to the audience or target public that receives the message. PR practitioners
must analyze and understand the characteristics, needs, and preferences of the audience to tailor
messages that will have the desired impact.
What Effect – The Outcome (Effect):
The "effect" refers to the result of the communication. In PR, the desired effect may include
changes in public opinion, attitudes, behaviors, or increased awareness. The effect is a key focus
in evaluating the success of PR campaigns and communication strategies.
Application in Public Relations
Lasswell's model is particularly useful for understanding how different elements interact within
the PR communication process. It helps PR practitioners ensure that they carefully plan and
execute communication efforts to achieve the desired outcomes, such as improving a brand's image
or managing a crisis. The model is straightforward, yet it is important to remember that
communication is often a more dynamic, two-way process than the model implies.

SMCR Model of Communication

The SMCR Model of Communication, developed by David Berlo in 1960, is another key model
used in communication studies and public relations. It stands for:
S - Source
M - Message
C - Channel
R - Receiver
This model focuses on how communication is structured and transmitted. It is often used in PR to
analyze and streamline communication strategies between organizations and their audiences.
Elements of the SMCR Model:
Source (S) – The Communicator:
In PR, the source is typically the organization or individual who is sending the message (e.g., PR
professionals, company spokespersons, media representatives). The source’s credibility,
trustworthiness, and communication skills influence how the message is received by the audience.
The effectiveness of communication largely depends on the source's ability to engage the receiver.
Message (M) – The Content:
The message refers to the actual information or content that is being communicated. In PR, this
could be anything from a press release to a social media post to an internal newsletter. The message
should be clear, concise, and crafted to achieve a specific purpose, whether it’s informing,
persuading, or building relationships with the public.
Channel (C) – The Medium:
The channel is the medium through which the message is transmitted. In PR, the choice of channel
is crucial. Common channels include television, radio, print media, social media, websites, and
face-to-face interactions. The PR professional must choose the right channel based on the
message’s target audience and the nature of the information being communicated.
Receiver (R) – The Audience:
The receiver is the target audience that receives the message. This could be the general public,
customers, employees, investors, or any other stakeholder group. It’s important that the PR
professional understands the audience’s preferences, interests, and attitudes to tailor the message
in a way that is most likely to resonate with them.
Application in Public Relations
The SMCR Model emphasizes the role of feedback from the receiver, which can be an important
element in PR. Understanding how the audience perceives the message and how they respond
allows PR professionals to adapt their strategies. Feedback can come in the form of public opinion,
social media reactions, surveys, or direct communication.
PR campaigns can be better managed by ensuring that the source is credible, the message is clear,
the right channel is used, and the audience is properly targeted.