Health and Medical Public Relations by Myc Riggulsford

Author:Myc Riggulsford [Riggulsford, Myc]
Language: eng
Format: epub
Tags: Social Science, Media Studies
ISBN: 9781136501265
Google: qeWAAAAAQBAJ
Barnesnoble:
Publisher: Routledge
Published: 2013-05-16T00:00:00+00:00

10 Communication, consultation and access

In the previous chapters we have looked at the nuts and bolts of public relations practice, the craft techniques that you will need if you are going to try to communicate your clients’ messages and manage their reputations. From here and into the following chapters we will stray into areas of opinion and issues, where the crucial points to take into consideration before planning your actions become a matter of personal judgement rather than an easy to follow set of rules.

You are free to accept or reject my opinion as you choose, and indeed for many applications, my reading of the right course or response to a situation might be considered inappropriate – it all depends upon what you want. So if it is important to you personally to uphold the highest ethical principles then you may follow one route, but if you simply want to chalk up a quick win, then other options will be available to you and you will be able to ignore some issues that I would consider important.

I suggest that you treat the following chapters as a discussion with many possible outcomes. If you find yourself disagreeing with me, then that is fine, so long as you can articulate why you disagree and, if it came to a public debate, could muster a strong argument to support your view and rebut my submission instead. Sometimes when we are drafting a speech, strategy or press release, it is helpful to do a quick draft for internal use and put it up for discussion with the decision-makers, who can then see what they don’t like, which makes it easier to clarify what you and they are trying to say instead.

Communication theory

Where and how do we learn our ideas, memes or methods of working? I have had 30 years of practice at speaking without notes, and too often over the years have outlined or drafted the nearly-final-version of speeches, lectures and conference or seminar presentations at the airport and on the aeroplane, while on the way to give the talk. I figure that I will remember most of the important stuff that I want to say and that anything I forget was simply not that important. Do not copy this.

I do know that I have crowdsourced much of my in-service learning from the thousands of postgraduate students, postdocs, senior executives, politicians, scientists, doctors, engineers, nurses, midwives, press officers and academic lecturers whom I have had the enormous pleasure of working with, meeting and teaching on media training, issue management and science communication workshops over the past 30 years.

Consequently, although I know that it is absolutely sacrosanct for academics to credit their sources, and I agree with this generous impulse in principle, all too often it is impossible for me to pin down exactly where I first heard something, or indeed to properly credit it to its original published source. We seem to just absorb some information out of the ether, and in practice, it

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