Patrick Scheuerer's List: Complexity Theory

• Norms are defined as a theme of being together in an obligatory, restrictive way. These definitions constitute a paradox. When we interact with each other, we enable and constrain our actions.
• ‘sender-receiver’ model of communication, and that my role as a leader was to send effective messages which will deliver the desired results
• It is not surprising when working within such a paradigm that blame and shame therefore become significant issues.
• participating in interactions with my colleagues and through these experiences the values are arising in which I and others come to imagine that we are embodying them
• pay more attention in my work to what we are actually doing together, rather than activities to ‘design’ what we think we should be doing together
• in all specific situations there are always conflicts between the ideal and what we do in practice
• the sender/receiver paradigm is horribly familiar. It probably explains why most PR doesn’t achieve the desired outcomes
• PR should be about developing relationships with significant others to create common values and trust – and social media offers a more effective way of achieving this.

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