PR in the Service of the Public

Leanne Glenny from the University of South Australia is completing a PhD on public sector communication and public relations ethics.

Recently Leanne addressed a an IABC Canberra audience (mainly Australian Public Service communications professionals) on her work and the extensive research behind it.

Leanne has met with public servants, journalists and advocacy groups and analysed three government communications case studies in detail. And while her work is yet to be completed it is throwing up interesting insights including:

• Government communication is often viewed as something the government ‘does’ to people rather than an exchange of information.
• There is no single model for government communications ... rather approaches and strategies continually change as personalities and politics dictate the communications mix.
  
• Public servants who are not communicators tend to see PR mainly in media terms and as ways to push information out to persuade.
• On the other hand, public sector communicators are often looking for a broader and richer engagement with their audiences.

She suggests public sector management needs a more detailed understanding and acceptance of PR principles and communications ethics, rather than view PR merely as a technical tool.