My last blog ‘Marketing vs PR – What’s the difference?’ generated a few comments and questions about PR and marketing and which discipline should prevail. The discussion led to a different but related topic raised by PR professional Craig Pearce: the relationship between dialogic [two-way] vs monologic [one-way] communication and when it might be appropriate to use one over the other.

In the first instance, let’s look at one-way communication.

 

One-way communication

Examples: statements or media releases issued to the media, flyers/brochures, static websites and advertisements

You would ask Dennis Rutzou, who started his career in public relations more than 50 years ago, and he would say More >