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In: Archive frontline The Self-Correction Model in Public Relations |
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After four decades in public relations, Takashi Inoue believes he has hit upon the right formula for communications success in today’s highly complicated global society. |
The nations of the world are facing a variety of global issues. The Self-Correction Model (SCM) introduced here heralds an approach to public relations for the 21st century based on a new concept. This new model replaces the economic-progress-at-any-cost approach, which invited collapse, with one of coexistence to achieve global peace and prosperity.
There are many definitions of public relations. For the purpose of this essay, I would like to propose that “public relations is the activity that provides the shortest means for individuals or organizations to achieve their goals and objectives through building relationships, with the core elements of ethics, symmetrical two-way communications, and self-correction serving as the basis for decision-making.” In most cases, the problems and scandals recurring in society do so because these three elements are not abided by.
Self-Correction model overview
The fundamental structure of the Self-Correction Model comprises public relations activities that reflect free human will, and derives from three important elements: ethics, two-way communications, and self-correction. These three elements must be integrated.
No matter how you may try to implement self-correction, correction without an ethical viewpoint cannot move in the correct direction. Furthermore, correction implemented in an environment where two-way communication is not symmetrical cannot be complete. Adequate correction cannot be achieved where there is an imbalance in the mutual information shared. Thus, if one’s position and the position of the targeted public do not correspond, you will be unable to move in the correct direction.
No matter what kind of circumstances self-correction takes place in, one’s will must be involved in the corrective actions. Stimulus and response, developed from Walter Cannon’s (1871-1945) concept of homeostasis, are functions linked to self-corrective behavior observed in the fields of chemical and physical reactions. However, we must consider that human interactions and activities cannot be summarized in terms of stimulus and response. Therefore human will must be involved in directing corrective actions.
Two Standards
The first is the “stance (or attitude) towards self-correction” and the second is the “content of self-correction activity.” The characteristics of self-correction structural elements of these two standards are also different, and the corrections transform into different stages depending on the stance and content of activity.
The stance towards self-correction can be reactive or proactive. Individuals and all members of an organization ought to have some form of common ethical viewpoint, but the level of effectiveness of ethical views, in other words, the functionality level, varies. In addition, the impetus for action develops internally according to the level of functionality where it is effective, and where it is not, impetus for actions develops externally.
The degree of ethical functionality varies according to the individual or organization it belongs to, or social environment, culture, educational environment and so on, and while it may be dormant in some cases, it is also keenly awake in other circumstances. In other words, reacting to external forces (external agent) is a reactive stance while reacting to internal reformative strength in an organization (internal agent) is a proactive stance.
In the second self-correction standard, the “content of self-correction activity,” correction begins when individuals start self-correction activities for either a reactive stance or a proactive stance. In addition, in a free society corrective activity cannot just result from external pressures or forces, it must be based on free will. Furthermore, it is necessary to have a way to measure the results of the corrective behavior and the content of the corrections. The corrective action can be separated into the following two categories:
- Trivial corrections having no impact on the lives or business of individuals or organizations are “superficial self-corrections”
- Corrections that relate to matters that are fundamentally important to individuals or organizations are “substantial self-corrections”
Four Characteristics
There are four characteristics related to the two standards of self-correction described in the preceding sections – the self-correction stance based on ethics (x-axis), and the self-correction action content (y-axis). The diagram shows that each axis has two characteristics, giving a total of four characteristics: the Reactive characteristic, the Proactive characteristic, the Superficial characteristic, and the Substantial characteristic, and the nature of each is different.
Reactive self-correction depends on external agents, in other words, stimulation from the outside (impact = stimulus), and since it is not based on an ethical viewpoint, which does not have functionality, its course is corrected from a mistaken direction to the proper direction when new stimulus is received from outside. These are termed Reactive characteristics.
Meanwhile, Proactive self-correction depends on internal agents, stemming from realization of stimulation from the inside (impact = stimulus). The ethical viewpoint is functional; when the course is not heading towards the objective (e.g.: plans and policies), internal stimulus allows a change of course through implementation of self-correction in a better direction. These are termed Proactive characteristics.
In relation to those, self-correction that has no impact on individual lives or organizations is trivial and is said to have Superficial characteristics. Meanwhile, the content of self-correction that is fundamentally important to individual lives or organizations is said to have Substantial characteristics.
For example, usually when a public relations program is planned, time and detailed budget corrections do not have much impact on the business and the overall project for a corporation. These are classified as Superficial self-correction content. However, when the president of a company has been scheduled to give a crucial speech, corrections such as changes in the timing become important, and the importance shifts from Superficial to Substantial.
Aristotle said in his Natural Philosophy that everything could be classified as substantial (substance) and superficial (attributes). The color and length or a person’s hair, and his clothes are not themselves his personality (character), hence are superficial. While getting a sunburn at the seaside is a superficial change, lighting a cigarette and transforming it into smoke and ash is a substantial change, changing the substance of the object.
The substance of human nature is the person’s personality and character. The equivalent for corporations is the purpose for which they were established, their mission, and corporate ideals (persona). This defines their corporate or company nature, and corporate culture. The relation to substance and superficiality here may be close to the substance and attributes often used in metaphysics (ontology). In other words, from the viewpoint of change, substance relates to the substantial, and accidents to the superficial, and those changes are substantial and superficial.
When building corporate strategy, place substance as a higher priority when there are more strategic corrections, and place both superficiality and substance in a subordinate position when there is a need for more tactical corrections.
Self-Correction Map
The Self-Correction Map (refer to diagram) helps to visualize the levels of the two standards and four characteristics necessary for self-correction. It is set up to allow stages of values to be plotted on two dimensions along the x- and y-axes. The positioning of the subject changes depending on the conditions set in the self-correction plot. For example, in crisis communications, the plot conditions vary depending on the degree of danger that individuals or organizations are facing (for example, danger that is not a threat to life). Self-correction actions that stem from external factors start on the x-axis. It should be noted that the form of the correction changes depending on the viewpoint of the subject (individual, organization, region, etc.). The position on the map changes depending on the identity of the subject and the environment.
The self-correction activity values can be plotted on the self-correction map below. That way changes in self-correction can be seen over time.
Diagram: Self-Correction Map
In order for self-correction to work, you must know your own circumstances, but you must also know the circumstances of your counterpart. In order to accomplish this, you must establish two-way communication (symmetrical), and get reactions and responses from the target as feedback and reference material for the self-correction. In addition, self-correction must be supported by an ethical viewpoint. When an organization engages in activities to create “the greatest good for the greatest number of people,” if it drives the market or the social environment into a state of chaos, good results cannot be achieved in the light of sustainable mutual prosperity.
It is important to consider the benefits to others when acting in our increasingly complex global society. Therefore, true self-correction with an ethical viewpoint in an environment of symmetrical two-way communication is required. Forty years of practical experience and research in public relations has convinced me that this is the right model for a new form of public relations for the 21st century.
The self-correction model is a new concept for public relations, integrating the three above-mentioned elements of self-correction with human involvement and reflecting human will, and emphasizing an enlightened spirit. It can also be applicable as a “Code for human behavior,” a model of coexistence to achieve peace and prosperity in a world that embraces diversity.
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