Proactivity and Reactivity

Open versus Closed Systems

The survival of any kind of system is based on how well the parts of that system work together. Organizations are no different; they are systems that consist of interdependent parts working toward a common goal—successfully achieving the mission of the organization. The degree to which these parts work together may be influenced by whether they work in an open or closed system. Although no organization can be totally open or completely closed, every organization leans toward one or the other.

The characteristics of an open system include honest, two-way communication cultivated by an atmosphere of trust. Open systems rely on feedback to adapt to changing situations and meet the expectations of their publics. Closed systems, on the other hand, foster an atmosphere of distrust that results in limited information being provided to key publics and little, if any, feedback. Closed systems risk the threat of dying because they are insensitive to their publics' needs and unwilling to change.

Characteristics associated with each system are often determined by the traits held by the senior management of an organization and, in particular, its chief executive officer.

The View from the Top

The proactive or reactive function of public relations depends on how it is viewed from the top. This perception may develop from the proximity of public relations to senior management on an organizational chart or from how the public relations department first came into being within the organization. Was the position created as a result of a crisis, because the CEO understood the value of public relations, or has the department just always “been there”?

Practitioners must also do their part to earn respect and maintain the support of management by engaging in honest relationships and keeping a track record of contributions to the organization's success. In addition to basic communication skills, public relations practitioners who possess knowledge of business and finance, problem solving, and research techniques are perceived as more strategic—and proactive—thinkers and are often given more opportunity to become part of the decisionmaking process.

A Strategic Function

Within an organization's structure, public relations is most often a staff function, a position that provides counsel and advice to the line functions that produce profits. The practitioner's responsibilities once again depend on the organization and its senior management.

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