The role of "organic public relations" in communicating wicked public health issues

Purpose - The purpose of this paper is to explore the applicability of the organic theory of public relations to address "wicked" problems in public health systems. Design/methodology/approach - This is a conceptual paper, based on critical assessment and application of relevant theory. Findings - The organic approach to public relations practice is more likely to succeed than largely organization-centric models as advocated in the work of J.E. Grunig and others. The rationale is that addressing wicked problems involves recruiting a wide range of insights and facilitating collaborative action. The broad, inclusive orientation of the organic theory is expected to be more effective than familiar, but more narrowly organization-focussed strategies. Research limitations/implications - The organic theory advocated here has potential heuristic value for future research in communication related to the delivery of social services. Practical implications - Public health system managers and policy makers who adopt an organic approach to communicating system issues, especially adverse events, are more likely to build public support for their work than if they seek to address only "strategic" publics ( Grunig and Hunt, 1984) who are seen as potential threats to the organization's ability to fulfill its mission. Social implications - Public health system failures may be the result of compounded policy and human shortcomings, but may also represent inadequate risk communication and neglect of stakeholder engagement. In these areas public relations has an under-recognized role to play. Originality/value - Applying the organic theory of public relations to address wicked problems in public health management and communication breaks new ground. It contrasts with the managerialist orientation not only of public health systems in many Western countries, but also the organization-centric communication strategies often adopted to attempt to mitigate the effects of "wickedness" shown in recurrent adverse events. Such strategies may neglect the interest society as a whole has in public health outcomes.