THE PERCEPTIVE/COGNITIVE BALANCED APPROACH TO PR AN ENVIRONMENT SENSITIVE AND SCIENTIFIC APPROACH TO PR MANAGEMENT

Abstract This paper argues that the PR Approach to adapt to a campaign, depends on the person undertaking/executing the brief and the impact of the environment /society, within which the approach is to be applied. It defines PR roles by dividing them into three broad categories; being the PR Practitioner, The PR Academic and The PR Technician. On the approach to adopt to a campaign the paper states this could be a Best Fit hybrid approach being a combination of two major approaches: The Symbiotic Interpretative approach and the Strategic Management Approach. How to determine which one to use, scientifically, and the salient determinant factors that could impact the Practitioner’s choice, are also discussed in this paper. Link to paper (copy and paste into your browser): https://bit.ly/3xBA3hg