By H. Mock, J. I. Royce, R. F. M. Lubbers, L. Moachon, B. Ogbuagu, T. Gastaut (auth.), E. Denig, A. van der Meiden (eds.)
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Extra info for A Geography of Public Relations Trends: Selected Proceedings of the 10th Public Relations World Congress “Between People and Power”, Amsterdam 3 – 7 June 1985
I wouldsuggest, however, that ideally a fourth criterion should prevail, and that this should be related to the basic information or communication needsof individuals and/or societies. Technology should not be allowed to determine needs. Information and communication needs should be identified and evaluated from a specific value position, and then technological developments, communication policy, political and economic decisions should be formulated to meetthose needs. Oneof themaintasks of research is to identify suchneeds and thento provide the information which is the sine qua non of intelligent policy formulation.
Invariably the vertical prevails over the horizontal. It is important to consider the implications of 26 COPING WITH INFORMATION communication being so often a matter of the few talking to the many, directlyor indirectly, abouttheperceived needs or problems of the many, from the unquestioned standpointof the few. We must ask if it need always be likethis. Rather than go along with McLuhan's superficial catch-phrase that the medium is the message, we might more usefully attempt to find out (in different countries) to what degree the medium is the system?
His theory was that if we could get the central message into one noticeable, memorable sentence, that we would probably be the most we could ever hope to have enter the general public memory. Now, of course, this point was hard to accept at first for writers who had labored for weekson some public policy declaration. And yet it was an effective technique, because so often we would find that our complex text contained no single sentence that fully summarized its meaning. And the result was that it left to the press to decide, for better or worse, what the summarizing sentence was going to be.
A Geography of Public Relations Trends: Selected Proceedings of the 10th Public Relations World Congress “Between People and Power”, Amsterdam 3 – 7 June 1985 by H. Mock, J. I. Royce, R. F. M. Lubbers, L. Moachon, B. Ogbuagu, T. Gastaut (auth.), E. Denig, A. van der Meiden (eds.)