McMaster University MCM - Capstone Research Presentation - Amy Kennedy, MCM

Описание: Capstone Supervisor: Dr. Alex Sévigny
Second Reader: Dr. Terry Flynn
Chair: Professor Dave Scholz

Title: Public Relations for the Public Good: Integrating Two-Way Communication into Government Policymaking

Abstract: The erosion of public trust in government institutions poses a critical challenge to modern democracies. In Canada, trust levels reflect a growing disconnect between citizens and their governments. This study explores the role of public relations (PR) as a strategic tool to bridge this gap, focusing on its integration into the policymaking processes of Canadian government institutions. Drawing on Excellence Theory and relationship management principles, the research examines how PR practitioners contribute to the policy cycle—agenda-setting, formulation, implementation, and evaluation—and identifies barriers to their full integration. Using a mixed-methods approach, including surveys and interviews with PR and policy professionals across federal, provincial/territorial, and municipal levels, the findings reveal that PR is often limited to tactical roles, with little involvement in early policy stages. Structural silos, resource constraints, and cultural perceptions of PR as a support function hinder its strategic potential. The study introduces a PR-Policy Integration Framework (PRPIF), proposing structural, capacity-building, and citizen engagement reforms to embed PR into governance processes. By demonstrating the benefits of strategic PR integration—enhanced stakeholder engagement, improved transparency, and increased public trust—this research argues that PR is essential for fostering inclusive, responsive, and effective policymaking.

Keywords: Public relations, policymaking, government communication, public trust, strategic communication, two-way communication, relationship management, Excellence Theory, citizen engagement, public policy integration, stakeholder engagement, governance.