The Sociocultural Model of Public Relations/Communications Management Practice: A Critical-Cultural Perspective

Abstract

Using a critical-cultural perspective, the author proposes a sociocultural model of public relations/communication management practice that posits that the function's primary role is to shape, sustain and transmit organizational culture over time and through space. The model portrays public relations and communications management as fostering culture along four dimensions: personification, socialization, enculturation and adaptation. Through personification the communication practitioner creates a sense of the organization as a “being” and “as being.” With socialization the practitioner contributes to the processes of both integrating new members into the organization and enculturating members in the organization's values and beliefs. And, finally, in the adaptation process practitioners assist in implementing organizational change to manage environmental uncertainty. This model provides professional communication practitioners a deeper understanding of both the strategic significance of their roles in furthering the success of their organizations and insights on how to most effectively influence, sustain and enhance a healthy, dynamic organizational culture.