Communication aimed at acceptance, dialogue or participation?

Public Communication

Isn’t that always the way with trends and seemingly new developments? Whilst some cheer and celebrate a novelty, others see it as old wine in new bottles. This also applies to the communications sector.

A current example: the debate surrounding the terms ‘acceptance communication’, ‘dialogue communication’ and ‘participatory communication’. Ever since ‘Stuttgart 21’, these buzzwords have been on everyone’s lips in the PR world. Two camps can be discerned amongst communicators. Those who see a completely new branch of communication with new strategies, methods and measures. And the others, who view acceptance, above all, as the goal of every form of communication. The truth probably lies – as is so often the case – somewhere in between, including in our own understanding.

Here at Kaltwasser Kommunikation, we group the three buzzwords mentioned – acceptance, dialogue and public participation – under the service area of ‘public communication’. This term, too, may be regarded as a buzzword. And yet it reflects the genuine novelty: the public is at the heart of communication. The strategies, methods and measures we use to engage in dialogue with citizens, involve them in processes and ultimately build acceptance are not new and can also be found in other areas of communication.

Since 2014, ‘citizen communication’ has been a separate service area at Kaltwasser Kommunikation. We advise companies, local authorities and institutions on how to provide information about their projects, engage in dialogue and involve those affected. Our objectives in doing so are to build trust and foster acceptance.