Expanding Public Sector Communications: Moving beyond Public Affairs to Facilitate Collaborative Public Relations

Abstract

Traditionally, public sector agencies
communicate to their publics to inform and resolve
conflicts. By using a review of the literature, this study
describes broadening the role of public sector
communications by moving beyond a traditional public
affairs model to a more collaborative public relations
model utilizing two-way symmetrical communications.
Technology and social media in today’s society can be an
asset to public agencies in terms of communications that
allow for a collaborative model. Results of the study
illustrate public sector agencies using two-way
symmetrical communications can build stronger
relationships with their publics that can benefit the
agency and their publics in building and maintaining
collaborative long-term relationships.