Friday, September 29, 2006

Bridging versus Buffering

Jim Grunig, professor emeritus at the University of Maryland, talked about where PR measuring has been and where it's going.

Grunig spoke about PR as a strategic management function not a messaging, publicity and media relations function.

He also talked about the concepts of Bridging (the public relations approach focused on interpersonal relationships) vs. Buffering (the mass marketing/advertising approach) to PR. More can be found in a paper he authored. The bigger the organization, he said, the more likely they were to use the latter, less-personal, more advertising-centered approach to PR.

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