Synergy and social orientation as quality dimensions for the future communication policy
Vos, M. (2009). Synergy and social orientation as quality dimensions for the future communication policy. In A. Rogojinaru., & S. Wolstenholme. (Eds.), Current trends in international public relations (papers presented at the Euprera Congress 2009) (pp. pp. 83-94). Bucharest: Tritonic.
In this paper it is argued, that nowadays synergy as a quality dimension for communication management needs to be balanced with social orientation. The inner-directedness needed for synergy should not lead to a rigid control. It needs to be balanced with outer-directedness in a continuous dialogue for the organization to be able to connect to the multiple stakeholders that are important for its functioning in today’s society. This balance is a value in framing the future communication policy.