I think the two key points to remember from this week's readings are the two kinds of social capital and the importance of community relations. The two different kinds of social capital reflect the two different kinds of relationships and connections, namely internal (bonding) and external (bridging). In terms of PR, bridging would be a crucial asset. By being more open and inclusive, it allows organisations to connect with its community on a more personal level and allows a greater level of participation from its public. This will enable organisations to build a better relationship with its community, which is essentially what Public Relations is all about. Bonding also can't be neglected. Organisations need to develop an understanding of what links their communities (social, cultural contexts, etc.) together so that they'll be able to form a better relationship.
The reading also provided a number of examples like the Mitchell Freeway extension which showed the importance of community relations for an organisation. By involving the community, an organisation is able to not only canvas support for its projects and policies, but also be able to affect the community in a positive way through its projects.
The readings made me think more about public relations practice in that developing community relations is a process which requires effort and time. An organisation has to actively involve the community from the start of their project till its end. It also requires the organisation to be open about its actions and policies and also be willing to make changes to their plans when required so as to garner public approval.
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2 comments:
i think that both Bonding and Bridging are equally essential to a PR personnel. It is not easy to develop the skills, but time and experience should help.
I like your point about "developing community relations." As i've said, a company, regardless of what it does, should not only focus on monetary returns but also on how it can improve society.
I think community relations is important for any business. Not just in impacting the community but also building relationships with individuals in these communities.
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