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By H. Mock, J. I. Royce, R. F. M. Lubbers, L. Moachon, B. Ogbuagu, T. Gastaut (auth.), E. Denig, A. van der Meiden (eds.)

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Extra info for A Geography of Public Relations Trends: Selected Proceedings of the 10th Public Relations World Congress “Between People and Power”, Amsterdam 3 – 7 June 1985

Example text

Ironically, most newspapers which try to serve a general public find themselves hiring more specialists these days- reporters with medical degrees and law degrees and business degrees, people with superb abilities in foreign languages, people with very refmed areas of expertise. But most of these specialists have one great gift in common: they are able to communicate about their specialities to laymen who may not share their sophistication. Andthat's the hardpart. It's not easy to fmd somebody whois at once a fine economist skilledin Middle Easternlanguages, whocan tell us 42 COPING WITH INFORMATION what we need to know aboutthe economies of the Arab world, but who can do it in a way that is both comprehensible and compelling to the layman who lives in Asia or Europe or the Americas.

2 Discrepancies Closely related to dependency in terms of thegaps thatexist; notjust in relation to possessions, but also withregard to the opportunities, skills andcompetences that different groups have in relation to communication and which reflect backgrounds andexperiences. 3 Differentials Differential pattern of use of media/new technology reflecting, inter alia, some of the factors mentioned above. 4 Diversity This has to do with the provision of morevariety, morereal choice. The meeting of the needs of minorities and other special groups, the serving of community, localandregional interests might all be looked at under thisheading.

It is frequently suggested, these days, that many of the communication problems which are mentioned here might be overcome by technological developments in information provision - developments which have no shortage of well-financed advocates. Technological innovations may indeed solve problems - the potential is undoubtedly there - but what really matters is how andin whose interests the innovations are introduced andapplied. Thesolutions depend on economic and political decisions and, of course, such economic and political considerations also help to determine what is regarded as problematic in the first place.

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