About plorenzini

I am a PR practitioner, devoted dad and avid telemark skier. I am putting a lot of effort and common sense into shaping corporate communications. I am privileged to be part of the most fundamental paradigm change in our field ever: There’s no more “his master’s voice” in corporate communications. It’s the ongoing dialogue with the various publics that moves any organization forward.

No More Corporate Communications. It’s About Public Relations.

I admit it: I am greatly influenced by tons of readings on the topic. But more and more I feel that my understanding of the two expressions “communications” and “public relations” is shifting.

Until fairly recently I considered communications – or corporate communications if you like – as the overarching and more powerful concept than public relations. Public relations, in my opinion, was the part where you would do your job happily planning and communicating (and, at least in some smart organizations…)  also handle strategic aspects of corporate communications.

But then Grunig (and others) tried to convince me that public relations and communication are synonyms.
I won’t argue with Mr. Grunig. But the longer I think about it, the more I feel that corporate communications is a rather tactical task while public relations is taking care of relationships with publics, which, basically, is very strategic. So PR is the dominant discipline and communications execute what PR, in line with the other folks from the C-suite, defined as the strategy.

What do I take away? I am no longer a communication professional. I am a PR guy!

Another Attempt…

Hello… again. After Twitter purchased Posterous and shut it down I’ve been looking for another platform to post my two cent on PR stuff. All of my former posts went to the digital nirvana. I’ll check into reactivating some of the relevant stuff one day or another. But for now I am glad I have a new place to post every now and then. Thanks for reading.