Week 6- Chapter 13- Communities and PR

This week was all about communities and public relations and highlighted the importance of communities, but also highlighted the negative side of communities- something which to be honest I didn't think existed until I read this chapter. When I think of community I think of a group of people striving together for a common cause. How can that be negative?

Well, sometimes campaigns cannot penetrate through the ideals of a cohesive group- which would result in negative consequences as the goal wouldn't be met! Furthermore, lack of understanding on a community group generally means a campaign is destined to fail from the beginning. Power problems within communities is also raised, which may result in lack of communication or debate. It is for these reasons that community engagement is hugely important and essential for the field of public relations and those who work within it.

Johnston and Zawawi recognise the social impact of PR and the importance of community, stating:

“It does not mean that responsibility for decision making is delegated to the community, but rather that community perceptions. Values and concerns will be considered and addressed by the organization”.

As for the topic of social capital, I found it really quite difficult to grasp. I felt like the gist of it was based on a mutual level of trust or commitment. I still don't quite have my head wrapped around it though, so I may have to cut this one short!

- Johnston, J & C Zawawi, Public Relations: Theory and Practise. Crows Nest: Allen & Unwin, 2009. 3rd ed.