Strategic problematization of sustainability reframing dissent in strategic communication for transformation

IF 2.7 Q1 COMMUNICATION

Public Relations Inquiry Pub Date : 2021-06-23 DOI:10.1177/2046147X211026857

F. Weder

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引用次数: 7

Abstract

Involving stakeholders in organizational decisions is essential in the present sustainability movement, associated with the social license to operate and specific forms of communication in, from and about organizations with an impact orientation. This paper introduces a concept of strategic problematization of sustainability for transformation as innovative approach to Public Relations (PR), acknowledging the plurality of agonistic voices in stakeholder engagement processes in social, cultural and environmental transformations and challenging the normative concept of dialogue and solution- and consensus-oriented approaches to date. The article discusses the transformative potential of PR by reframing dissent and introducing problematization as ability to agonize and, therefore, as key process of constructive strategic communication for sustainable development. Three conversational procedures in water (scarcity) management on a local, national and international level were chosen to explore the potential of strategic problematization in relation to sustainability as normative framework of today’s society. The implications of the case studies and the conceptual framework expand existing engagement theories with a critical perspective and manifest the transformative potential of PR for a sustainable future.

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可持续性的战略问题化，重塑转型战略沟通中的异议

在当前的可持续发展运动中，让利益相关者参与组织决策至关重要，这与运营的社会许可证以及在具有影响力导向的组织中、来自组织和关于组织的特定沟通形式有关。本文介绍了转型可持续性的战略问题化概念，将其作为公共关系的创新方法，承认在社会、文化和环境转型的利益相关者参与过程中存在着多种令人痛苦的声音，并挑战了迄今为止以对话和解决方案以及共识为导向的方法的规范概念。文章讨论了公共关系的变革潜力，通过重新定义异议，并将问题化引入痛苦的能力，从而成为可持续发展建设性战略沟通的关键过程。选择了三个地方、国家和国际层面的水（稀缺）管理对话程序，以探索与可持续性相关的战略问题化潜力，作为当今社会的规范框架。案例研究和概念框架的含义以批判性的视角扩展了现有的参与理论，并展示了公共关系对可持续未来的变革潜力。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Public Relations Inquiry COMMUNICATION-

CiteScore

4.10

自引率

11.10%

发文量

期刊介绍： Public Relations Inquiry is an international, peer-reviewed journal for conceptual, reflexive and critical discussion on public relations, supporting debates on new ways of thinking about public relations in social, cultural and political contexts, in order to improve understanding of its work and effects beyond the purely organisational realm. We interpret public relations in a broad sense, recognising the influence of public relations practices on the many forms of contemporary strategic, promotional communication initiated by organisations, institutions and individuals. The practice of public relations arises at points of societal and organisational change and transformation, affecting many aspects of political, economic, social and cultural life. Reflecting this, we aim to mobilize research that speaks to a scholars in diverse fields and welcome submissions from any area that speak to the purpose of the journal, including (but not only) public relations, organizational communication, media and journalism studies, cultural studies, anthropology, political communication, sociology, organizational studies, development communication, migration studies, visual communication, management and marketing, digital media and data studies. We actively seek contributions that can extend the range of perspectives used to understand public relations, its role in societal change and continuity, and its impact on cultural and political life. We particularly welcome multi-disciplinary debate about the communication practices that shape major human concerns, including: globalisation, politics, and public relations in international communication migration, refugees, displaced populations terrorism, public diplomacy public and corporate governance diversity and cultural impacts of PR the natural and built environments Communication, space and place The development and practices of major industries such as health, food, sport, tourism, technology.