When reading the prescribed texts I was initially shocked about the number of differing theories that were applied to the practice of PR. I found that theory could basically be classified as a set of tested assumptions and hypotheses about how the world works which can be used to explain and predict public relations practices. (Johnson and Zawawi, 2004).
My learning builds upon previous learning about public relations in that I was extremely surprised to find that until recently most public relations theories were borrowed from alternate areas of study. However is it apparent that borrowed theories such as agenda setting, (the way news is selected and the effects of selection and omission of news on the public) systems theory, (the idea that organisation work within either closed or open systems referring to the amount communication flow inside or outside an organisation) semiotic approaches (the study of signs on the form of words, symbols and sound which represent something) and Habermas’s critical theory (the way people discuss freely in public in regards to their culture) are all of grave importance in PR practice (Johnson and Zawawi, 2004).
I found that apart from these borrowed theories there has since been the development of theories from within the public relations sector. The most common of these newly developed PR theories is the “four model” approach taken by Grunig and Hunt (1984). These include press agentry, public information, two-way asymmetrical and two-way symmetrical. The most prominent of these is the two-way symmetrical model also named the “excellence model” for its attempt to balance the interests of the organisation and its publics. Since its development this theory has come under a lot of scrutiny but after reading the text I believe it is still the most effective way of PR communication in many circumstances (Gower, 2006).
In summary, the key points I learnt from this week's readings were that there are many applied theories to PR and each of these have both positive and negative points. However to grasp a greater understanding of PR I find that it is important to consider all of theories for different situations. I also feel it is integral to utilise these theories to help predict a future for PR as a whole. In conjunction with this I believe that we must develop new theories to account for our newly globalised public. The existing localised theories can become rather inadequate when being compared on a global scale. It is now out challenge as potential future practitioners of PR to consider the effects of globalisation and advancement in technology as a suggested direction for future study (Gower, 2006).
2 comments:
I totally agree with your closing paragraph, especially the points you made about integrating all the theories to understand PR and developing new theories to lead PR into the future.
Why is is that you think the 'excellence model' is the most effective way of PR communication? I am interested in this as I myself cannot distinguish a theory out of all of them that I think is most effective and best suited for PR. Although, the 'excellence model's' focus on communication to resolve conflict with strategic publics was a factor that I think is important to PR and therefore a defining feature in the theory. Do you agree with this?
Yes, and now I believe that it is our job as PR students to study the 'old' theories and create a new, 'globally friendly' theory (or should I say theories) that will assist us in directing PR into the future!
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