C.M.J. van Woerkum
- The orientation of organizations to their environments: Functions of the unconscious mind
- Journal of Public Relations Research
- Volume | Issue number
- 20 | 2
- Pages (from-to)
- Document type
- Faculty of Social and Behavioural Sciences (FMG)
- Amsterdam School of Communication Research (ASCoR)
This article focuses on the unconscious processes involved in dealing with the environment of organizations, a main concern of public relations. To do so, we analytically distinguish between 3 types of relationships: those based on rules, those based on profitability, and those based on values. We explain how the unconscious mind affects one's perceptions, interactions, and decision making. Next, we present our central model, consisting of 4 modes: sending, giving off, interpretation, and resonance. Combining these modes leads to 4 types of communication that are elaborated in more detail. Finally, we ask how organizations can deal with their own unconscious reflexes and suggest a more in-depth reflection on current practices.
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