Sense-Making Methodology: A Theory of Method for Public Relations

Lawrence Erlbaum & Assoc.
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Public Relations Theory II, 2006, 1, pp. 393 - 414
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Sense-Making assumes that there is a fundamental discontinuity in how people, such as the publics we need to communicate with, move from one point in time to another. It challenges the belief that a person's actions are easily predictable, as if people were not making choices all the time. The underlying metaphor for Sense-Making relates to the gap between where a person is and where they wish to be. Such an approach fits with a process worldview rather than the static assumptions that often exist with adience segmentation.
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