Public relations in central government in New Zealand

Abstract

James Grunig (1989) argues that public relations with the goal of mutual understanding (the two-way symmetrical model) is the most ethical, moral and effective. This model was used as an ideal to analyse public relations structures and practice in New Zealand's central government. It was found that in New Zealand the focus of governments since the 1980s has changed from producing information campaigns to shape public opinion on matters deemed to be in the public interest, to campaigns which favourably promote policy. In the latter type campaigns, such as that for the National Government's 1993 health reforms it can be argued that the intended outcome is political, aimed at producing support rather than promoting mutual understanding. This kind of focus and the strength of the public relations apparatus in government puts increased pressure on the news media and the issue of how well the public interest is being served in this type of situation is raised.