The role of “organic public relations” in communicating wicked public health issues

Abstract

Purpose To explore the applicability of the organic theory of public relations to address “wicked” problems in public health systems. Design/methodology/approach This is a conceptual paper, based on critical assessment and application of relevant theory. Findings The organic approach to public relations practice is more likely to succeed than largely organisation–centric models as advocated in the work of J.E.Grunig and others. The rationale is that addressing wicked problems involves recruiting a wide range of insights and facilitating collaborative action. The broad, inclusive orientation of the organic theory is expected to be more effective than familiar, but more narrowly organisation-focused strategies. Research limitations/implications The organic theory advocated here has potential heuristic value for future research in communication related to the delivery of social services. Practical implications Public health system managers and policy makers who adopt an organic approach to communicating system issues, especially adverse events, are more likely to build public support for their work than if they seek to address only “strategic” publics (Grunig & Hunt, 1984) who are seen as potential threats to the organisation’s ability to fulfill its mission. Originality/value Applying the organic theory of public relations to address wicked problems in public health management and communication breaks new ground. It contrasts with the managerialist orientation not only of public health systems in many western countries, but also the organisation-centric communication strategies often adopted to attempt to mitigate the effects of “wickedness” shown in recurrent adverse events. Such strategies may neglect the interest society as a whole has in public health outcomes.