The readings made me think more about public relations theory in that they outlined the most prominent theories used within public relations, the ways in which they can be put into use, the importance of the theories and the limitations evident within them.
In reading the journal article Public Relations Research at the Crossroads by Karla K. Gower, it became apparent that the dominant theoretical paradigm in the field of public relations practice was that of two-way symmetrical communication, one of the four models explained by Grunig & Hunt (1984). This model, also known as the "excellent model" (Gower, 2006, p. 2), refers to PR practice which ensures that the publics targeted by the public relations program benefit as much as the programs' originators or sponsors (Johnston & Zawawi, 2004, p. 55). According to Grunig & Grunig (Johnston & Zawawi, 2004, p. 55) research shows that programs which operate under the two-way symmetrical model are more ethical which ultimately helps the bottom line. They also note that studies have shown that the other 3 models they presented, those being the press agentry, public information, and two-way asymmetrical models, have proven ineffective.
The other model which figures prominently within the literature of public relations theory is that of the 'relationship management' approach (Gower, 2006, p. 1) which is based upon different aspects in the relationship between the organisation from which the public relations work originates and that of the publics targeted by the project.
Some other theories I thought to be interesting and/or useful were:
The general systems theory, which views organisations as operating within either a closed or open system and helps practitioners to map out the public relations and information processes of an organisation (Johnston & Zawawi, 2004, p. 47).
Semiotics, which is the study of signs and can be used to explain the ways in which certain signs can be used to manipulate our thoughts and the ways we think about things (Johnston & Zawawi, 2004, p. 48).
I think the key points to remember from this reading are that the theoretical approaches highlighted by these readings can help PR practitioners to map out problems, raise questions and provide frameworks within which practitioners can analyse events and processes. Whilst the use of a singular theory would prove helpful, I think using several theories in conjunction with each other in order to attack a problem or situation from different angles would be the best way to operate.
The journal article highlighted the fact that despite the dominant paradigm of PR theory being strong and effective, criticisms raised by those coming from other perspectives such as postmodernism and critical/cultural should be taken into account and that scholars should embrace new ideas and methodologies in order to move forward and keep up with the times.
I commented on Eryn's blog at http://cmns1290erynsullivan.blogspot.com/
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2 comments:
I think your point about combining different components of various models helped me to understand the readings more clearly. Obviously PR is not always clear and certain situations are going to involve a multitude of rationales in order to achieve ultimate objectives and 'attack' problems.
I also thought it was helpful that you pointed out the theories are flawed and do have limitations. I have come to the realisation that PR is a complex industry and there perhaps will never be a flawless theory despite Grunig's efforts to develop a 'perfact' model. I feel this is because of the rapid changes in modern society including the introduction of advanced technology and the way that effects the various facets of the media and consequently PR. Your statement that PR has to 'keep up with the times' rings very true.
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