1、1900 英文单词， 1 万英文字符 ，中文 3200 字 文献出处： Ruler B V. Agile public relations planning: The Reflective Communication ScrumJ. Public Relations Review, 2015, 41(2):187-194. Agile public relations planning: The Reective Communication Scrum Betteke van Ruler 1.Introduction The aim of this paper is to contribute
2、 to the stream of research in public relations concerned with dialog (see, e.g., Grunig, Grunig, & Dozier, 2002; Pieczka, 2011; Kent, 2013) and with digitalization (see for an overview Phillips & Young, 2009) by presenting an alternative, more exible method for public relations planning in which cha
3、nge is a natural part. Public relations research enhances the concept of dialog because it delivers an ethical orientation for positive organizations public relationships (Kent & Taylor, 2002; Pieczka & Wood, 2013) and because it helps organizations activate a process of mutual understanding (Golob
4、& Podnar, 2011; Grunig et al., 2002). Dialog is a sine qua non in the digital age, and dialog can be seen as a means to cope with the “battleeld of constructions of meanings” our organizations are living in today. Yet, caused by the digitalization of our society, in which the public sphere is enlarg
5、ed to an almost un-endless space in which many spread their conversations, we need to go back to the original meaning of the concept of dialog, by dening it as dialogos, which means “the ow of words and its meanings”. Following this reasoning, we can no longer see communication as communication betw
6、een two or more actors but should dene it as a multi-way diachronic process of ongoing constructions of meanings in which one cannot foresee who is involved, in what way, and what the results will be. That is why I propose to replace the classical models of public relations planning with an alternative model of iterative and more interactive planning, called the Reective Communication Scrum. 2.Public relations in the digital age Phillips and Young (2009: 6) observe that “anyone with
