Dan S.

Stoica
Al.I.Cuza University, Iai
Faculty of Letters
Department of Journalism an Communication Sciences !
Seminar of Discursive Lo"ic, Ar"umentation #$eory an %$etoric, Faculty of &$ilosop$y
Co$erence in '%(, a matter of r$etoric
)ne of t$e omains t$at a &% structure permanently *eeps uner its o+servation is $uman
resources mana"ement. Just li*e in t$e case of ot$er activities ,it$in t$e or"anisation -
mana"ement, internal communication, etc. . o+servation or, +etter sai monitorin" t$e $uman
resources mana"ement activity is carrie out in orer to avoi iscursive sie-slips, sie-slips
t$at can affect, even severely, t$e relation +et,een t$e or"anisation an its various pu+lics.
/e "ive, as an e0ample, an e0cerpt from Logique et langage, ,$ere t$e aut$or in $is o,n
turn 1uotes one of t$e $umorous 2tic*ets from Le Monde, si"ne +y Claue Sarraute 34rize,
56678 95-9:;. /e also preserve t$e ori"inal te0t in Frenc$, in orer to *eep its $umour intact
3involuntary, +ut also inappropriate;8
(onsieur,
Apr<s avoir concoct= une s=lection, particuli<rement ri"oureuse, es caniatures propres > =velopper les
carri<res commerciales ans le care e notre e0pansion ?entreprise, notre int=r@t spontan= pour la vAtre nous a
conuit, tout naturellement, > vous convier > un entretien pour pallier les =ventuelles carences ?information
r=cipro1ue et =valuer l?a=1uation es profils respectifs.
Bono+stant l?=clectisme e notre mutuelle approc$e, il sie e vous informer 1ue l?int=r@t pr=sent= par votre
e0p=rience professionnelle se conCu"ue imparfaitement avec la synt$<se e nos esierata. Il convient on, in
fine, ?infirmer avec re"ret notre intention premi<re, tout en renant $omma"e > l?attention ont vous avez +ien
voulu cr=iter notre soci=t=.
Il nous reste, cepenant, > vous remercier erec$ef e votre =marc$e et > vous prier e +ien vouloir a"r=er, etc.
Si"n= 8 le irecteur u personnel
5
.
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In Dn"lis$8 After ,e $ave mae a selection, an e0tremely ri"orous one, of t$e appropriate caniatures for
evelopin" commercial careers ,it$in t$e evelopment of our company, our spontaneous interest in your person
le us, naturally, to invite you to meet ,it$ us in orer to palliate t$e possi+le efaults in t$e reciprocal
informin", an to evaluate t$e ae1uacy of our profiles. Despite t$e eclectic c$aracter of our reciprocal contact,
5
#$e $uman resources mana"ers are responsi+le for ensurin" t$e staff resources necessary to
t$e pro"ress of t$e activities in t$e or"anisation an for preservin" t$em permanently to an
optimal state of efficiency an Eor effectiveness
:
. #$ese are mana"ers t$at permanently $ave
+ot$ internal an e0ternal pu+lics an ,$o refer, for t$e esta+lis$ment of t$e strate"y an in
ta*in" t$e current ecisions, to a ifferent mar*et, +esies t$e one in ,$ic$ t$e activity of t$e
or"anisation is inscri+e8 t$e Co+ mar*et. Fesies t$eir e0pertise concernin" t$e s*ills t$at are
specific to an necessary for t$e or"anisation an ,it$out listin" all t$e instruments t$ose
mana"ers are usin" in orer to etermine t$e optimal state ,e mentione a+ove, in '%(, an
important place is ta*en +y iscursive activities 3speec$ creation an reception E analysis;. )r,
t$is is t$e aspect t$at also raises t$e interest of t$e &% structure, ,$ic$ $ols most of, an t$e
most un1uestiona+le communication s*ills.
#$is is ,$y ,e inten to iscuss some issues relate to '%(, +ut from t$e perspective of
&u+lic %elations.
Some precisions concerning the PR
Information an *no,le"e are valua+le only to t$e e0tent to ,$ic$ t$ey can lea to action, in
orer to reac$ t$e o+Cective t$at t$e or"anisation $as esta+lis$e for itself. #$e control of t$e
information flo, an *no,le"e mana"ement $ave in vie, t$e same t$in", namely t$at all
t$e measures aim at satisfyin" t$e o+Cectives of t$e or"anisations an at realisin" a "oo
perception of t$e or"anisation ,it$in t$e social conte0t.
It is a ,ell *no,n fact t$at t$e c$an"es in t$e structure of an or"anisation, its mana"ement,
t$e use of information tec$nolo"y, its o,n practices in professional trainin", as ,ell as t$e
design of t$e ,or*flo,, t$ey all stimulate t$e co"nitive c$an"es t$at entail an evolvin"
+e$aviour compare to t$e ,ay in ,$ic$ every iniviual carries out $isE$er o,n ,or*. All
t$ese influence consiera+ly t$e c$an"es ,it$in t$e or"anisation an t$e proucts E services
,e ou"$t to inform you t$at t$e interest presente +y your professional e0perience is imperfectly conCu"ate
,it$ t$e synt$esis of our esierata. In fine, unfortunately ,e ou"$t to refute out ori"inal intention, renerin" at
t$e same time $oma"e to t$e attention you "rante to our company. Bevert$eless, ,e $ave to t$an* you one
more time for your emarc$e an please fin...etc...Si"ne8 t$e Staff (ana"er.
:
In orer to unerstan ,$at ,e mean +y t$e ifference +et,een efficiency an effectiveness, see8 Dan Stoica,
2Costurile informatizGrii Hntr-o +i+liotecG centralG universitarG, in Biblioteca, vol.III, 566J, nr.K, pp. :55-:5L
:
provie to t$e community. A positive reaction from t$e community leas to t$e increase in
t$e motivation of t$e iniviuals ,it$in t$e or"anisation 3irrespective of t$e level at ,$ic$
t$ey act; an t$e result is increasin"ly improvin" 3,e are referrin" $ere to performance,
1uality, prouctivity, costs, an efficiency;. #$is interepenence 3iniviual performance E
performance of t$e or"anisation; is supplemente +y anot$er one, situate on t$e interface
+et,een t$e or"anisation an its e0ternal pu+lics 3represente eit$er +y t$e entire community,
or +y a part of it;, pu+lics t$at evolve, in t$eir o,n turn, to"et$er ,it$ t$e or"anisation an t$e
,orl ,$ic$ is e0ternal to it8 it is t$e interepenence +et,een ,$at t$e or"anisation $as to
offer an t$e reaction of t$ose ,$o +enefit from t$at offer. Fot$ interepenencies emp$asize
a continuous process of communication. #$is communication process involves t$e ecoe
information 3*no,le"e;, ,$ic$ is s$are, evaluate, increase, moifie, +ot$ at an intra-
or"anisational level an at t$e ,ier social level of community.
#$is is t$e conte0t in ,$ic$ t$e &u+lic %elations activity 3t$e &% activity; of any or"anisation
is place an t$is is t$e place t$is comple0 activity occurs8 t$e 3virtualM; interface +et,een t$e
or"anisation an its pu+lics. If ,e efine mar*etin" as t$e mana"ement of t$e e0c$an"es
+et,een t$e or"anisation an its e0ternal pu+lics, t$ere is also a 2transmission +elt of
mar*etin" ,it$in t$e or"anisation
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8 1uality mana"ement
9
. At t$e level or"anisation E pu+lics,
,$ere t$e &% structure carries out its activity, t$e +iirectional flo, of information an
intentionality is realise. Fy t$e various met$os an means pertainin" to t$e mar*etin" mi0,
an or"anisation promotes an ima"e as favoura+le as possi+le, so t$at t$e tar"et pu+lic is
conitione to receive positively t$e prouct or t$e service offere +y t$e or"anisation, an
t$e staff of t$e or"anisation is permanently motivate +y t$e 1uality mana"ement speec$ in
orer to support t$e strate"y of t$e mana"ers. From ,$at $as +een sai a+ove, ,e can alreay
etac$ a c$aracteristic of t$e &u+lic %elations activity, c$aracteristic ,$ic$ is to +e foun also
in various efinitions "iven to t$is activity8 t$at is, ,e are ealin" ,it$ a predominantly
discursive activity 3speec$ creation an receptionE analysis;. /e also $ave to say t$at it is an
activity which is carried out on a permanent basis an, since ,e are tal*in" a+out
2tar"ete speec$es, it is ou+le +y anot$er activity ,$ic$ is also permanently carrie out8
publics segmentation.
#$e speec$es specific to a &% structure are8
L
Cf. Anriaenses, In"$am ! Ian*er*em, Marketing et qualit totale, &aris, 566L
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See also8 Adapting marketing to libraries in a changing world-wide environment, IFLA . Saur Il"., (Nnc$en,
:777
L
5. t$e mar*etin" speec$ oriente to,ars t$e e0ternal pu+lics, speec$ cast on t$e
mar*etin" economic activity 3,it$out +ein" confuse ,it$ it; an ,$ic$ is refine +y
2t$e four &s composin" t$e latterO
:. t$e 1uality mana"ement speec$, oriente to,ars t$e internal pu+lics, speec$ cast on
t$e or"anisational mana"ement activity 3,it$out +ein" confuse ,it$ it; an ,$ic$ is
refine, in its turn, on t,o levels8 one speec$ aresse to t$e mana"ers 3t$e mana"ers
counsellin" speec$; an one aresse to t$e ot$er pu+lics ,$ic$ are tracea+le ,it$in
t$e or"anisation 3formative speec$;.
As far as t$e mana"ers counsellin" speec$ is concerne . t$e one t$at can raise our interest
,it$in t$e economy of t$e present paper . it is a permanent concern of t$e &% person. An ,e
are referrin" $ere to a non-norme activity 3if necessary, :9 $ours a ay, P ays a ,ee*;,
ta*en to t$e most une0pecte places an moments an ,$ere t$e failure . ,$en t$ere is suc$
a case . can only +e associate to t$e &% communicator. It is an activity t$at +e"ins ,it$
simulations . li*e most of t$e iscursive activities pertainin" to t$e fiel of &u+lic %elations .
an continues ,it$ successive approac$es, consistin" of various conte0tualisations an of
content restatements, until t$e esire reaction is o+taine from t$e mana"erE mana"ers.
/e ,ere sayin" 3see a+ove; t$at anot$er activity permanently evelope +y a &% structure is
t$e pu+lics? se"mentation
Q
. #$is is also performe in t$e 1uality mana"ement speec$ 3,it$ t$e
mana"ers counsellin" component an t$e personnel motivation component;, an in t$e
mar*etin" speec$ 3ta*in" into account t$at t,o of t$e mar*etin" mi0 components are
eno"enous . t$e prouct an t$e price . ,$ile t$e t,o ot$ers are e0o"enous . placement an
promotion;. )n t$e ot$er $an, one s$oul +ear in min t$e fact t$at t$e internal pu+lics
+elon" to t$e e0ternal pu+lics 3t$e employee, +esies t$e ,or*in" $ours, is a mem+er of t$e
community li*e any ot$er mem+er of t$e community, ,it$ family, friens, nei"$+ours,
ac1uaintances, ,it$ $uman nees an esires, ,it$ no connection to t$e internal policy of t$e
or"anisation, t$e values promote ,it$in it, an its interests;. #$e employee reas t$e
ne,spaper, 3not only t$e company ne,spaper, ,$ere t$ere is one;, +orro,s ieas, evelops
e0pectancies, s$o,s a +e$aviour inuce +y t$e private life, +y $isE$er e0perience as inuce
+y t$e life in t$e community. Impre"nate ,it$ all t$at, 3s;$e returns everyay ,it$in t$e
or"anisation, ,$ere 3s;$e is confronte to t$e or"anisational culture. Since t$e e0periences of
Q
An e0ample of se"mentation is "iven in 2Se"mentin" t$e ,or*force to improve communication, +y
(any #$atc$er, in Strategic ommunication Management! )ctEBov :77JO 57, JO AFIEIBF)%( 4lo+al
p". :J, ss1.. See also 4. La"neau, La sociologie de la publicit, &aris, &UF, 56PP.
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t$e life outsie t$e or"anisation are ifferent, an t$e iniviuals are even more ifferent
3from one anot$er;, t$e multitue of employees ,ill not seem $omo"eneous to t$e &%
specialist. 3S;'e ,ill try to +uil $uman typolo"ies ,it$in ,$ic$ 3s;$e ,ill situate t$e staff
mem+ers, in orer to "roup t$em +y similitue 3constitutin" "roups startin" from t$eir
istinctive features; in orer to prouce speec$es as ae1uate as possi+le, an, t$us, as
competitive as possi+le. )n t$e ot$er $an, in t$e community, t$ere are persons ,$o ,is$ to
+ecome mem+ers of t$e or"anisation?s personnel, an also, persons t$at t$e or"anisation
,is$es to attract amon" its mem+ers.
/e can point out, startin" from t$e issues iscusse a+ove, t$at t$e mission of t$e &%
specialist can +e fulfille only +y *eepin" a $olistic perspective on reality, ,it$in ,$ic$ t$e
or"anisation is not presente as +ein" oppose to t$e community, +ut rat$er as a part of it, t$e
mem+ers of t$e or"anisation +ein" at t$e same time mem+ers of t$e communityO it is a
perspective ,it$in ,$ic$ t$e pu+lic ima"e of t$e or"anisation is not only an ima"e propose
unilaterally 3from t$e or"anisation to,ars t$e environment;, +ut also an ima"e ,$ic$ is
permanently ne"otiate +ot$ ,it$ t$e e0ternal an ,it$ t$e internal pu+lics. From t$is, ,e can
infer t$e importance of t$e relations$ip +et,een t$e or"anisation an press, t$e latter +ein"
t$e most important ima"e vector an also t$e one ,it$ t$e "reatest impact on t$e various
pu+lics, +e t$ey internal or e0ternal. An a"ain, t$is can also allo, us to infer t$e concern of
any &% structure to,ars t$e content an t$e form of t$e speec$es prouce +y t$e
or"anisation, at any level an on any component.
/e can see t$erefore $o, t$e speec$ of t$e '%( "ets to +ecome a permanent an e0tremely
important concern for t$e &% structure of an or"anisation. If ,e $ave in vie, t$e fact t$at t$e
'%( speec$ comprises press announces for t$e vacant Co+s, recruitment intervie,s,
corresponence ,it$ possi+le employees, employment contracts, Co+ escriptions for eac$
employee, promotion anEor emotion re"ulations, re"ulations concernin" sanctions "iven in
various situations 3even to ismissals; etc., t$en ,e realise t$at for t$e '%( speec$ . as a
,$ole . co$erence is essential.
Some precisions concerning coherence
Q
#ryin" not to lea t$e iscussion to a very eep level, or to useless particularisations for t$e
economy of t$e present paper, ,e ,ill limit to t$e essential issues concernin" speec$
co$erence. #$is issue comprises aspects relate to te0tual co$erence, +ut ,e are intereste
especially in t$e co$erence of a speec$ seen as t$e totality of ver+al speec$es an actions of
t$e same actor.
Dnsure +y t$e te0tual reunancy an +y t$e presence of some elements 3isotopies;
favourin" a certain reain" of a "iven te0t, te0tual co$erence must +e seen as an internal non-
contraiction an, at t$e same time, as t$e 1uality of t$e te0t to *eep its reference to t$e
e0trate0tual ,orl t$rou"$ an oriente reain". From t$e t,o-value lo"ic, co$erence
preserves t$e principle of non-contraiction an t$e one of t$e e0clue t$ir party. In ot$er
,ors, ,e cannot confirm an eny at t$e same time an uner t$e same circumstances a
c$aracteristic of a certain t$in", t$at is ,e eit$er confirm or eny a preicate for a certain
t$in", a t$ir option +ein" e0clue.
Accorin" to t$e so-calle 2metarules
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, +y repetition, +y pro"ression, +y non-contraiction
an +y t$e relation of a pra"matic nature, t$e correlation of t$e enunciations composin" a
speec$ is realise in suc$ a ,ay t$at t$e local meanin"s are naturally inte"rate ,it$in a
"lo+al meanin", relevant compare to t$e communication situation an to t$e accepte
ominant function of eac$ speec$. #$e inferences 3Cf. Sper+er, 566Q;, t$e $ien meanin"s
an t$e implicatures 3Cf. 4rice, 5665;, t$e conversational ma0ims 3Cf. 4rice, 5665;, t$e
isotopies 3Cf. 4reimas-Court=s, 566L;, t$e presuppositions 3Cf. 4rice, 5665, Ducrot-
Sc$aeffer, 566Q;, all t$ese can e0plain t$e te0tual an iscursive mec$anisms ,$ic$ are use
in creatin" co$erence. It is not intrate0tual co$esion, +ut rat$er co$erence, t$at 1uality of t$e
speec$ t$at 2"uarantees t$e continuity an t$e pro"ressive inte"ration of t$e meanin"s aroun
a topos, ,$ic$ presupposes a reciprocal aaptation of t$e concepts eterminin" t$e
confi"uration of t$e te0tual universe conceive as a mental construction 3Ducrot-Sc$aeffer,
566Q;, ensurin" t$us t$e coreferentiality of t$e enunciations composin" t$e speec$ an
valiatin" t$e spea*er?s intention, as surprise ri"$t from t$e +e"innin", an in a rat$er
intuitive ,ay, +y t$e interlocutor.
#$e reunant c$aracter of t$e $uman lan"ua"e, its metalin"uistic function ,it$in
communication, t$e tanem conensation E e0pansion, noticea+le in t$e functionin" of t$e
J
See, on t$is issue, %ovenRa-Frumuani, :77Q.
J
articulate lan"ua"e, are Cust a fe, of t$e lin"uistic constructions imensions, meant to ensure
speec$ co$erence. Bevert$eless, it is also important to +rin" into attention also t$e importance
of conte0t, as an ultimate element in s$apin" t$e sense of t$e iscourse. Let us not for"et S
,$at Ducrot calle 2t$e situational component in constitutin" E analyzin" speec$es 3see
Stoica, :777;. )nly on its +asis can ,e unerstan t$e story tol +y %oman Ja*o+son a+out
t$at %ussian actor ,$o, urin" t$e e0amination t$at ,as to ecie $is amission in a famous
t$eatre company in (osco,, ,as to utter t$e same sentence in 97 ifferent ,ays, an sayin"
eac$ time somet$in" else 3Ja*o+son, 56KP8 JP;. )nly on its +asis are ,e a+le to unerstan
communication strate"ies foreseein" t$e utterance on a certain tone, in t$e presence E a+sence
of a certain t$ir person, ,it$ a certain e0pression, etc., of a p$rase ,$ic$, in ot$er
circumstances ,oul $ave ot$er ifferent meanin"s. #$e reain" contract 3+elon"in" to Dliseo
Ieron, an su+se1uently turne into 2communication contract; contains +ot$ t$e sener an
t$e receiver as ,ell as t$e relations$ip +et,een t$e t,o . seen from +ot$ irections . t$e
transmission meium, an t$e position of eac$ communication participant to,ars t$e content
of t$e messa"e, an it even allo,s us to ta*e into consieration t$e "eneral conte0t in ,$ic$
t$e iscursive instance is prouce. Speec$ is actionO or t$e actions ac1uire a meanin" ,it$in
t$e frame in ,$ic$ t$ey are prouce. #$erefore, t$e situations ientifie +y t$e analysis of
t$e lin"uistic material must +e referre to t$e conte0t, to t$e situational component, in orer to
reveal t$e meanin" of t$e speec$.
Finally, ,e s$oul also clarify t$e ima"e ,e propose for t$e iea of 2someone?s speec$ seen
as a ,$ole. For a clear e0planation of t$e nee to iscuss t$ese issues, ,e ma*e use of an
e0cerpt from a te0t on t$e sociolo"y of $uman interactions 34offman, 56P9;, ,it$ t$e mention
t$at t$e reain" focus s$oul +e, t$is time, t$e term 2to save8
2#$e term face may +e efine as t$e positive social value actually claime +y a
person +y means of t$e action line t$at t$e ot$ers consier as +ein" aopte +y t$at
person urin" a contact. #$e face is an ima"e of t$e self, s$ape accorin" to some
social attri+utes prove +y someone, an t$at t$e ot$ers s$are alto"et$er. T...U
T...U 2An iniviual saves face ,$en t$e action line 3s;$e follo,s s$o,s a
consistent ima"e of t$e self, t$at is +ase on t$e Cu"ements an inications provie
+y t$e ot$er participants, an confirme +y t$e facts reveale +y t$e impersonal
P
elements of t$e situation. It?s no, o+vious t$at t$e face oesn?t resie insie or at t$e
surface of its possessor, +ut t$at it is sprea in t$e flo, of t$e meetin" events,
manifestin" itself only ,$en t$e participants are tryin" to ecip$er in t$ose events
t$e appreciations e0presse on t$is occasion.
#$e action line of a person to,ars ot$er persons $as in "eneral a le"itimate an
institutionalize nature. Durin" a contact, any iniviual ,$o interacts, an ,$ose
personal attri+utes are familiar or visi+le, may +elieve t$at, from a moral point of
vie,, it is normal an Custifie to +e $elpe to save a certain face. 'avin" in min
$isE$er attri+utes an t$e conventional nature of t$e meetin", t$e action lines, t$us
t$e faces $eEs$e may c$oose from, are Cust a fe,.
An, furt$er 8
2(oreover, +y possessin" some familiar attri+utes, t$e iniviual is a+le to
$ave many ot$er faces. #$e ot$er participants are rarely a,are of t$e nature of t$ese
attri+utes, e0cept t$at situation in ,$ic$ t$eir alle"e possessor some$o, iscars
$imselfE$erself openly t$rou"$ $isE$er acts. In t$at moment, t$e ot$ers +ecome a,are
an realize t$at t$is person $as consciously fei"ne to possess t$ose attri+utes.
Conse1uently, even ,$en t$e concern of saving face concentrates t$e attention on t$e
activity in pro"ress, in orer to succee, ,e nee to ta*e into account t$e place ,e
$ave in t$e social ,orl in "eneral. A person ,$o succees to save face in t$e
situation in pro"ress is someone ,$o in t$e past $a refraine from some actions t$at
,oul $ave +een ifficult to eal ,it$ later on. TVU
#$e last sentence of t$e te0t "iven a+ove ra,s attention on t$e very matter ,e are iscussin"
$ere8 in t$e life of a social entity 3iniviual, or"anisation, etc.;, it oesn?t matter only ,$at
$appens in t$e concrete present of t$e action?s pro"ress, +ut also t$e past events an even
t$ose t$at people e0pect to occur in t$e future. )r, t$is is a matter of co$erence8 2Co$erence
as $istorical memory 3(ic$el Foucault, 56P58 :9, apu %ovenRa-Frumuani, :77Q8 6K;, as
transition an co-presence of t$e 2=C> it, 2ire an 2> ire, co$erence ensurin" t$us t$e
correlation of t$e enunciations 3%ovenRa-Frumuani, :77Q8 6K;. Bo iniviual an no
or"anisation can say somet$in" an t$en act ot$er,ise, Cust as t$ey can o E say somet$in"
K
t$at ,oul affect in t$e future t$e possi+ility to unerta*e a contraictory social face, only
,it$ t$e ris* of losin" face or "ivin" a +a impression.
If, for instance, an or"anisation announces some vacancies, pu+lis$in" a te0t in ,$ic$ it
specifies, amon" ot$ers, t$at it provies 2career opportunities, in t$e internal re"ulations an
in t$e +u"etary en"a"ements on t$e '% component, t$ere s$oul +e some provisions in t$is
respect8 ensurin" t$e time an t$e means t$at allo, t$e mem+ers of t$e staff to participate in
various courses, trainin"s, conferences on omain specific t$emes, etc., re,ars for t$ose ,$o
complete E iversifie t$e s*ills necessary ,it$in t$e or"anisation ,it$ t$eir o,n means,
promotions for t$ose ,$o upate t$eir s*ills on a re"ular +asis an ot$er ,ays for proviin"
career opportunities. If t$ese t$in"s on?t occur, t$ere is a contraiction +et,een ,$at is
announce ,it$ respect to t$e vacancies an t$e reality familiar to t$e mem+ers of t$e staff,
reality t$at can +ecome a topic of iscussion +ot$ ,it$in t$e or"anisation 3as a result of t$e
frustration felt +y t$e staff mem+ers;, an in t$e e0terior, in t$e community, ,$ere t$e staff
mem+ers live t$eir lives, to"et$er ,it$ t$e ot$er people. If reveale, t$e effect of suc$ a
contraiction can +e fatal to t$e ima"e of t$e or"anisation, or t$e ima"e crisis is t$e ,orst
possi+le type of crisis.
Let us also ta*e an e0ample from t$e ,orl of politics8 if a politician announces t$at $e is
"oin" to resi"n from t$e position $e $ols an t$en $e *eeps t$e position, announcin" t$at
3s;$e ,on?t "ive up to it, ,e are facin" a"ain a contraiction +et,een ,$at ,as sai in t$e
past an ,$at is sai in t$e present, +et,een ,$at is sai an ,$at is one.
/e ,ere sayin" 3see supra; t$at t$e speec$ of an entity oes not measure its co$erence
2locally t$at is in t$e place an at t$e moment of its prouction, +ut on a 2$istorical route,
comprisin" ,$at t$e entity $as alreay sai +efore, ,$at it says no,, an ,$at ,e suppose it
mi"$t say later. #$us, t$e connection +et,een t$e pu+lis$e speec$ of t$e vacancies an t$e
speec$ urin" t$e recruitment intervie,, an also t$e ot$er speec$es specific to t$e '%(, is
Custifie, as ,e $ave s$o,n +efore. Co$erence is ensure only if t$e offers an t$e emans
presente in t$e Co+ escriptions for t$e vacancies are also to +e foun in t$e t$emes of t$e
recruitment intervie,, in t$e criteria esta+lis$e for employment, in t$e employment contract,
in t$e Co+ escription, in t$e internal re"ulations, etc. For t$e political persona . persons or
or"anisations . t$e issue is t$e same8 announce somet$in", o ,$at you announce an o not
contraict yourself +y a ne, speec$ t$at states t$e e0act opposite. A party ,it$ a certain
6
electoral platform cannot, for e0ample, promote ieas t$at are contraictory to t$e ieolo"ical
essence of t$e platform ,$ic$ it ,as valiate for urin" t$e elections8 you cannot +e a li+eral
an propose social-emocratic measures, Cust li*e you can?t +e a social-emocrat an propose
li+eral measures, inscri+e in t$e ieolo"y of t$e type 2eac$, +y $imE$erselfM.
An stillM...
Skills of the PR specialist
Since t$e &% activity is, as ,e $ave alreay seen, a mainly iscursive activity 3speec$ creation
an elivery, +ut also speec$ reception an analysis;, t$e &% communicator is necessarily a
specialist in t$e art of iscourse. 3S;'e *no,s t$at communication is a continuous an
ynamic process, 3s;$e *no,s t$at in t$e $uman society, no matter ,$at ,e o, it is
impossi+le to avoi communication 3/atzla,ic* alreay tol us t$at;, 3s;$e *no,s t$at ,e
on?t communicate only +y means of an articulate lan"ua"e, +ut also +y non-ver+al lan"ua"e,
an t$e use of t$e ver+al lan"ua"e fins a "reat support in t$e paraver+al. #$e &% person
*no,s 3from Saussure; t$at lan"ua"e is not ata stora"e an t$at t$e occurrence of a lin"uistic
si"n oes not constrain to any *in of synta"matic succession, as se1uelO t$e &% person also
*no,s 3from &eirce; t$at t$e si"n, in its relation to t$e ot$er si"n, oes not represent a simple
reference, an t$at t$e meanin" of a si"n is, in fact, t$e si"n +y ,$ic$ it $as to +e translate.
Finally, t$e &% person *no,s t$at t$e formal lo"ic cannot account for ,$at is $appenin" in
t$e lin"uistic communication +et,een t$e iniviuals, ,$ic$ le to t$e moal lo"ics 3closer to
t$e nature of t$e communicational interactions +et,een people;, to t$e natural lo"ics 3as
propose +y Jean-Flaise 4rize, in 4rize, 5667;, an to t$e neo-r$etoric +elon"in" to C$aWm
&erelman, an *no,n as ar"umentation t$eory.
In t$e simulation mae in orer to sync$ronise t$e speec$ ,it$ t$e tar"et pu+lic etermine
+y se"mentation, t$e &% communication specialist analyses +ot$ t$e lin"uistic content of
$isE$er future speec$, an t$e conte0tual frames 3s;$e c$ose for t$e actual prouction of t$e
speec$, an also t$ose elements ,$ic$, if necessary, ,ill allo, $imE$er to conten somet$in"
else later, ,it$out "ivin" t$e impression t$at 3s;$e enies, 3s;$e contraicts $imE$erself an
t$erefore, t$at 3s;$e iminis$es t$e consistency of $isE$er speec$ as a ,$ole. If ,e use
#oulmin?s sc$eme in t$e analysis of our o,n speec$ in some circumstances ,e alreay *no,
t$at ,e ,ill $ave to state our position, t$e "reatest attention ,ill +e irecte to,ars t$e
57
1ualifier 3X; an t$e +ac*in" 3F;. %eay to refer to anot$er +ac*in" t$an its pu+lics ,oul
e0pect an supporte +y t$e presence of a ,ell c$osen 1ualifier, t$e &% communicator ,ill +e
a+le to 2e0plicitate $isE$er o,n speec$ +y means of anot$er speec$, apparently a
contraictory one, +ut in fact un1uestiona+le. Startin" from t$is moel, ,e can ima"ine t$at a
"oo counsellor for t$e ima"inary politician from t$e inco$erence e0ample "iven a+ove
,oul avise $im to say 2I also consier resi"nin", rat$er t$an 2I ,ill resi"n, an a '%
mana"er coul +e avise to use va"ue terms 3"oo, +a, e0ceptional merits, etc.; ,$en
+uilin" t$e messa"e composin" $isE$er speec$, +ot$ to t$e e0terior of t$e or"anisation, an
to,ar t$e interior. Let us consier a +rilliant e0ample of t$e use of t$e 1ualifier8 ,$o coul
contraict t$e assertion from t$e slo"an use in t$e commercial for t$e Carls+er" +eer
32Carls+er", probably t$e +est +eer in t$e ,orl;Y #$e $i"$li"$te ,or ma*es t$e
iscourse un1uestiona+le.
Usin", in ,$at follo,s, ot$er e0amples also, ,e ,ill +rin" into iscussion ot$er aspects of t$e
s*ills t$at a "oo &% person $as to prove. /e are referrin" $ere to lin"uistics an stylistics, to
t$e "oo *no,le"e of t$e value of t$e lin"uistic terms in use, to t$e intrate0tual si"nificance,
,$ic$, to"et$er ,it$ t$e conte0t of t$eir actual use, ,ill ecie t$e ae1uacy of t$e speec$ to
t$e communicative intention.
/e ,ill t$erefore start from t,o e0amples, ta*en from repute aut$ors in fiels relate to
communication sciences.
/e fin for e0ample, in a ,or* 3(ilner, 56K6; a sentence mae +y &ascal 35; an an
antip$rasis +y Ial=ry 3:;8
35; 2Le silence =ternel e ces espaces infinis m?effraie
respectively
3:; 2Le +avara"e intermittent e nos petites soci=t=s me rassure.
Comparin" t$e t,o, ,e can actually see t$at t$ey say pretty muc$ t$e same t$in".
Bevert$eless, ,e s$oul +ear in min t$at someone ,it$in an assem+ly of any *in 3"roup of
friens, "at$ere family, mem+ers of a clu+...; runs t$e ris* of offenin" t$e ot$ers ,$en
55
utterin" t$e secon p$rase an, on t$e ot$er $an, 3s;$e can ma*e a "oo impression 3of a
sensitive an cultivate iniviual, 2visite +y p$ilosop$ical interro"ations; if 3s;$e c$ooses
to say t$e same t$in" +ut usin" t$e first formula.
(ovin" to anot$er aut$or 3Dco, :77K8 :LQ-:LJ;, ,e c$oose an e0cerpt t$at, ultimately, can +e
interprete as e0a""erate, +ut ,$ic$ serves as an e0ample for our emonstration8
2,it$in t$e Frenc$ environment at )ulipo, tracin" Xueneau?s teac$in"s, it ,as su""este t$at
t$e startin" formula from &roust?s "echerche . Lon"temps Ce me suis couc$= e +onne $eure
. coul $ave +een Cust as ,ell reformulate in terms of an inference8 It was e#tremel$ difficult
for me to convince m$ parents to let me sta$ up later than nine o%clock.
Um+erto Dco $imself furt$er comments8 2It is o+viously an e0treme case of 2I ,ante to say
t$at, +ut it cannot +e reuce to t$e metate0tual ,arnin" 2&roust sai in Frenc$ t$e
follo,in" 3loc. cit.;.
/it$ a natural inclination to,ars inferences, t$e $uman +rain 2as ,$at it consiers as
missin" from t$e messa"e e0plicitly receive, in orer to unerstan t$e communication
intention of t$e sener. #$e &% person *no,s t$at an epens on t$is functionin" of t$e
min of $is interlocutor. Xuestions suc$ as 2/$at o you mean +y t$atY or 2I ,oner ,$at
Z meant to tell me reveal t$e ,ay in ,$ic$ our mins ,or* ,it$in t$e communicational
interactions. It is not a+out t$e fact t$at t$e aressee 3or t$e occasional receiver of t$e
messa"e; ,oul not unerstan t$e meanin" of t$e p$rase, +ut a+out t$e fact t$at 3s;$e $as
ifficulties in unerstanin" t$e sense of t$e utterance $avin" as lin"uistic content t$e
respective p$rase, utterance prouce in t$e "iven conte0t. #a*in" t$e secon e0ample as a
moel 3t$e one from U. Dco;, ,e unerstan t$at a professional of parap$rasin" 3as
$i"$li"$tin" of t$e metalin"uistic function of lan"ua"e; can e0plicitate $isE$er o,n sayin"s in
t$e most une0pecte ,ays, avoiin" at t$e same time t$e i"ression from t$e necessary
iscursive co$erence. #$e use of metap$ors, t$e use of t$e lon" e+ate sop$isms, t$e
alteration of t$e type of iscourse e0pecte in a "iven communication situation are Cust a fe,
of t$e resources of t$e 3neo;r$etoric, ,$ic$ are availa+le for a "oo specialist in &u+lic
%elation communication. #o prefer seconary uses for +uilin" speec$es 3cf. (orris, 569J,
apu Stoica :779; means to increase t$e performativity of t$e respective speec$es, an,
t$erefore, t$eir efficiencyO *no,in" ,$en an $o, to eviate from t$e t$eme of t$e
5:
ar"umentation 3ignoratio elenchi; can even +e a moral ,ay to support an iea or to counteract
an iea propose +y an interlocutor. Certainly, ,e are ealin" ,it$ manipulation, +ut
manipulation is, ultimately, present in any iscursive utterance. (anipulation, as internal
force of t$e iscourse, is amoral8 in means influencin" 3also cf. t$e t$eory of t$e speec$ acts;O
only it is c$aracterise +y t$e fact t$at it is realise ,it$out t$e aressee +ein" a,are t$at
3s;$e is t$e o+Cect of t$at influencin". /e currently meet, in common iscourse, sop$isms
suc$ as 2no one ta*es care of t$at no,aays or 2every+oy *no,s t$at. #$ey are meant to
aunt t$e interlocutor, t$at is to *eep $imE$er a,ay from t$e iea 3s;$e intene to promote.
In terms of et$ics, t$e iscussion is $el on t$e finality of t$e use of suc$ a manipulative
speec$ 3especially +y t$e presence of sop$isms;. Bevert$eless, consiere in its a+solute
value, t$e su""este manipulative speec$ is neit$er moral, nor immoral. It is preserve at an
instrumental level an cannot +e Cu"e in terms of et$ics. In an intelli"ent utilisation, t$e
sop$istic speec$ can +e efene +y su+se1uent speec$es ,$ic$ ,ill +e parap$rases aapte
to t$e conte0t an, t$erefore, *ept ,it$in t$e co$erence area of t$e "lo+al speec$.
Anot$er "reat $elp for t$e &% person is t$e ver+al tense, an t$e correct use of t$e aver+s
an of ot$er connectors. I met for e0ample, in a paper ,ritten +y a &$D stuent, a
construction of t$e type8 2in t$is case, one resorts to ne,spapers, raio and television, ,$en
in fact, t$e aut$or ,ante to say t$at 2one resorts to ne,spapers, raio or television. It is
o+vious t$at, in t$e first case, t$e solution ,oul +e to resort to all t$e means evo*e, ,$ile
t$e secon formula leas us to t$in* t$at ,e $ave a c$oice amon" ne,spapers, raio an
television.
As far as t$e ver+al tenses are concerne, it ,oul suffice to remin t$at t$e inicative moo
is t$e moe of certainty, ,$ile t$e conitional is t$e moe of pro+a+le actions 3or, even, t$e
past conitional is also *no,n as 2t$e tense of t$e misse actionsM;.
#$e use of va"ue ,ors 3"oo, +a, etc.; or of terms t$at are ifficult to efine 3suc$ as
2normal; also ra,s t$e attention of t$e &% person. It can prove to +e useful in counsellin"
t$e '% mana"er to prouce a speec$ ,$ose sense coul +e 2+etraye ,$en necessary,
,it$out leavin" t$e impression of "eneral inconsistency of t$e iscourse as a ,$ole. /e coul
also consier $ere t$e use of t$e corporatist ,ooen lan"ua"e, t$at no one translates anymore,
an t$at every+oy *no,s t$at it is +etter to use. For instance, consiere in t$eir eep
meanin", career an team are oppose terms. Career is an iniviual construction, ,$ile a
team is mae of at least t,o persons. #$ey appear nevert$eless, in a '%( speec$, an no+oy
5L
seems to +e +ot$ere +y t$e fact t$at t$ey are use at t$e same time, in orer to promise t$e
realisation of t,o realities t$at lo"ically e0clue one anot$er. #$e tec$ni1ue is simple8 a
carefully constructe lan"ua"e is neee, ,$ic$, +y e0cessive use, ecays to t$e status of
,ooen lan"ua"e 3Cf. Stoica, :77P;. From t$at point, it oesn?t matter ,$at t$e speec$ saysO
,$at matters no, is not to for"et t$e *ey,ors ,$ic$ are compulsory in a 2moern '%(
speec$. If necessary, if an employee complains a+out t$e fact t$at 3s;$e is not satisfie ,it$
t$e ,ay 3s;$e can +uil a career, 3s;$e can +e tol t$at every+oy is satisfie ,it$ t$e ,ay in
,$ic$ 3s;$e ,or*s as part of a team. An t$e reverse is also vali8 an employee t$at
complains a+out t$e lac* of team spirit at t$e ,or*place can +e tol t$at t$e ri"$t of eac$
employee to +uil a career sometimes re1uires t$e temporary sacrifice of team spirit, +ut t$at
in t$e en, t$e ,$ole team ,ill +e a+le to ta*e prie in t$e ot$ers? success.
/e c$oose to put an en to t$is listin" of tec$ni1ues an tric*s use +y t$e &% specialist, ri"$t
+efore approac$in" t$e issue of metap$or. )ur c$oice can only +e e0plaine +y t$e fact t$at
t$e su+Cect is too vast an too important to +e reuce to a sin"le para"rap$ in t$e economy of
t$e present paper. /e ,ill nevert$eless remin t$e fact t$at t$e metap$or, as t$e ,ea*est form
of efinin" reality, is e0tremely useful in preservin" t$e impression of co$erence necessary to
an or"anisational speec$, suc$ as t$e '%(. 2#a*in" a metap$or seriously means ta*in" off
all its possi+le su""estions, not transformin" t$e metap$oric ve$icle in a tec$nical term, says
Um+erto Dco 3Dco, :77K;. /$enever 3s;$e feels t$at it is necessary to moify ,$at $as +een
sai +efore, t$e &% person can avise t$e $uman resources mana"er to resort to metap$ors.
#$is tec$ni1ue ,ill allo, $imE$er to su+se1uently interpret ,$at 3s;$e sai in suc$ a ,ay t$at
it ,ill seem t$e e0act opposite of t$e t$in"s initially presuppose 3inferre;. Co$erence is
save, an t$e "lo+al '%( speec$ consistency remains intact.
And getting back, ...
...,e ,ill remin t$at t$e &% speec$ on t$e 1uality mana"ement component also contains a
form calle 2mana"ers counsellin" speec$. It is may+e t$e most ifficult type of &% speec$8
it emans 577[ evotion to t$e ,ellness of t$e or"anisation . i"norin" one?s o,n interests
an even t$e interests of t$e mana"ersM . an it ta*es place :9 $ours a ay, P ays a ,ee*, its
en +ein" ecie +y t$e moment ,$en t$e o+Cective is reac$e, t$at is t$e moment ,$en it
can +e state t$at t$e mana"erE t$e mana"ers aopte t$e +asic iea pursue.
59
#$e counsellin" speec$ of t$e '% mana"er can also +e place $ere. #$e latter, Cust li*e most
of t$e persons $olin" important positions, usually $as opa1ue reactions to t$e su""estions
3s;$e receives concernin" t$e ,ay in ,$ic$ 3s;$e is suppose to o $isE$er Co+. #$e talent of
t$e &% person lies precisely in finin" a ,ay to $i"$li"$t t$e iscursive component of t$e
'%( an s$o, $isE$er $i"$ly evelope s*ill in r$etoric, $ence, t$e importance of t$e $elp
3s;$e can provie in '%( speec$ +uilin" E analysis. If 3s;$e mana"es to "ain t$e '%
mana"er?s attention, t$en 3s;$e ,ill $ave no pro+lems in $elpin" to +uil speec$es t$at,
,it$out +ein" +y no means ,ron", coul su+se1uently allo, c$an"es in attitue, optics an
pro+lem approac$es.
#$e iea is not ne,, +ut it $as +een ,aitin" for too lon" to 2catc$. #$e &% sc$ools 3in
%omania or a+roa;, t$e availa+le tutorial literature in t$is fiel, speciality literature, all
manifest t$e same lac*8 t$ey on?t s$o, a correct unerstanin" of t$e iscursive imension
of &u+lic %elations, an, conse1uently, t$ey fail to unerstan t$e importance of r$etoric 3see
S*erlep, :775;. )n t$e ot$er $an, t$e mana"ers still seem to i"nore t$e +enefits of
specialise counsellin" t$at a &% communicator can +rin". Bot ,orl,ie...
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Ducrot, )s,al, Sc$aeffer, Jean-(arie, &ouveau dictionnaire enc$clopdique des sciences
du langage, &aris, Seuil, 566Q.
Dco, Um+erto, A spune cam acela'i lucru( )#perien*e de traducere, Iai, &olirom, :77K.
4offman, Drvin", Les rites d%interaction, &aris, (inuit, 56P9 O ori". en"l. Interaction ritual,
56JP.
4reimas, A. J., Court=s, J., Smiotique( +ictionnaire raisonn de la thorie du langage, &aris,
'ac$ette, 566L.
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%ovenRa-Frumuani, Daniela, Anali.a discursului( Ipote.e 'i iposta.e, Fucureti, #ritonic,
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5J