This week I will cover Chapter 3 of the course text, which delves into the history and development of public relations theory. To be honest, the sheer "dryness" of this chapter is making me not looking forward to typing this entry. However, as with any field, understanding the theory behind a practice is crucial in order for a practitioner to perform to the best of his/her ability.
SYSTEMS THEORY
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The first step to understanding PR theory is to comprehend the concept of systems. A system is a set of items that affect one another and are connected in an environment to form a single unique, working body - much like our solar system. The Sun influences the orbits of Earth and other planets. The Earth influences the Moon's orbit around it. The Moon causes high and low tides on Earth's oceans and so on.
In organizations, concepts like cybernetics (regulation and control within systems), requisite variety (when individuals in an organizations have different points of view) and boundary spanning (relating the system/organization to the outside world) are all integrated into the system of the company.
COMMUNICATION THEORY
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The next concept that we need to understand would be the communication theories. We covered this concept in one of our communication modules last semester. The communication theories that apply to public relations comprise of models like Shannon and Weaver's transmission model, media effect models and persuasion theories.
PUBLIC RELATIONS THEORY
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Next comes the understanding of various theories of public relations which have been developed over the centuries. Two examples of such theories would be the Excellence Theory and Grunig and Hunt's four models.
Excellence Theory
This theory claims that companies with successful public relations posses the following qualities:
- participative organizational cultures
- symmetrical system of internal communications
- organic organizational structures
- equalizing minority voices
- high employee job satisfaction
Grunig and Hunt's Four Models
Press agentry
- one-way communication
- much like the publicity model of communication
- the truth is often stretched
Public information
- one-way communication
- purpose is to inform, not advertise
Two-way asymmetric
- use of scientific information to influence
- information on audience expectation is used to develop material
Two-way symmetric
- ideal form of public relations
- aims to establish mutual understanding between organization and public
RHETORICAL AND INTERPRETIVE PERSPECTIVES
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Rhetorical studies focus on meaning, the creation of meaning, examining individual and organizational discourse as well as corporate rhetoric. Cultural Theory comes into play here. Culture, according to Schein (1992), has three aspects - basic assumptions, values and artefacts. A public relations practitioner who is able to understand and appreciate the meanings of these cultural aspects would be able to better manage the public relations of an organization.
In conclusion, the integration of all the major elements above gives a more complete picture of what public relations theory is all about. Of course, each element is a vast and detailed field of study on its own. What I have listed above is merely a summary of the factors that constitute the theoretical context of public relations as a whole.
A brief yet comprehensive summary of the chapter! Of all the theories covered in the chapter, which theory do you think holds a higher weight in your current understanding of public relations?
ReplyDeleteFor me, I would think that communication theory is the most applicable for all situations - all roles of a PR practitioner. However, that would be if we discount the importance of ethics in this case.
The systems theory talks about the functions within PR, and excellence theory describes what had to be done in order to achieve outstanding results.
A dull chapter indeed, but undeniably important as well. When we compare these theories side by side with case studies, we will realize that these theories, though not explicitly stated, are present in all PR campaign plans. (that said, successful ones)
Hi Joane,
ReplyDeleteAlthough I stated in my post that theories are important, one must not forget that theories do have limits. For example, it is impossible to have a theory for every single situation or problem that a PR practitioner might face in future.
If one is overly reliant on his or her knowledge of theory, the person would be likely to become less flexible and adaptable to new situations and challenges.
Thus, I feel that it is important to have "soft" and practical skills as well. Something which is dictated by theory may not be the best course of action to take in real-life scenarios.
As such, a good PR practitioner has to have BOTH, a good theoretical foundation as well as the ability to go BEYOND theory and theory and think outside the box, or in this case, the textbook.