Theoretical Perspectives in PR (Week 2)

With the public relations field continuing to mature as a discipline, theory applications and development necessarily grow in value. How such theories were being applied to public relations understanding and practices in contemporary are essential for daily PR activities.

I think the key points to remember from this week’s readings were why studying and having theories in public relations are important, Grunig’s emphasis on the four models of public relation theories and also how public relations work as relationship management.

Theories are important to the extent in public relations field, as it targets to provide analysis through framework. Frameworks are used in the shaping of views and discussions through selective choice of facts, themes and words. Pubic relations have a huge influence in making plans through frameworks of how the media will discuss a product, person, development or ideology.

Grunig’s symmetrical theories approach had been regarded as part of excellence theories of public relations. The four models were namely press agentry (model 1), public information (model 2), two-way asymmetric (model 3) and two-way symmetric (model 4). However, after much reading through the text, some online resources and two journals provided in BlackBoard, I felt there was more emphasis at the two-way symmetric, model 4. Public relations practitioners seem to think that symmetrical public relations programs are the most effective. Symmetrical public relations programs are those that try to make sure the targeted publics benefit as much as the programs’ sponsors or originators.

With my personal opinions, I guessed symmetrical communication was regarded as the best way to achieve ethical decisions because there is collaboration and working jointly with others, for example the public. The conversation process with different people allows for both listening and arguing. I felt that although not everyone will get what they want, but a two-way symmetric theory will lead to the most ethical outcome. As a result, two-way symmetrical communication may produce better long-term relationships with publics than do the other models of PR. Symmetrical practitioners can be consider for loyalty to both their employers and to the publics of their organizations. Just like a pair of chopsticks, or I can say it takes two hands to clap. However, other models do have its benefit and I thought that all the four models can actually be interlink and help in good PR planning.

The readings made me think more about public relations theory or practice in that the ‘co-creational’ perspective of PR, publics are a self-standing and often self-directing force in public relations, and communication makes it possible to agree to shared meanings, interpretations, and goals. Like the article from “A crisis of epidemic proportions: What communication lessons can practitioners learn from the Singapore SARS crisis?” reflects that issues of social trust are important components of the social amplification of risk. In the article, it stated that through research, trust has an asymmetrical quality. Seen this way, the authorities decided to akin to the model of two-way symmetrical public relations as it could be added as another trust-relevant dimension. The authorities hope to involve negotiating and strategies to bring about mutual changes in ideas and behaviours, especially with the public during the SARS crisis period.

Lastly, I think that relationship management in public relation theories has its importance also. It is a movement away from traditional impact measurements, such as the quantity of communication messages produced, or number of stories placed in the mass media. It represents a primary change in the direction and function of PR. I think that through this process, it encourages PR initiatives to base on their impact on the quality of the relationship between an organization and the public during evaluation. The quality of relationships results more from the behavior of the organization than from the messages that communicators disseminate.

Communication seems not the focus, but rather a tool in the nurturing, maintenance and initiation of organization and public relationships in PR.

So let’s say in future, you will become a boss and have an office to handle. Which Grunig model or other theories of public relations would you like to implement to have an excellent PR department?

Let's ponder for a moment... :)

The First PR Impressions. :) (Week 1)

First and foremost, welcome and thanks for browsing my Public Relations blog.

I hope everyone had enjoyed the PR lectures so far. :)

The business world of today is extremely competitive. Companies need to have an edge that makes them stand out from the crowd, something that makes them more appealing and interesting to both the public and the media. The public are the buyers of the product and the media are responsible for selling it.

I think the key points to remember from this week's readings were that firstly, although public relations (PR) had several different definitions but however, till date, it is still an establish career in any field of work that can open doors for the future as communication is an essential tool. Secondly, the roles and activities involved by a public relations practitioner seems to be looking at the 'bigger' picture as well.

Public relations, as defined, (Grunig and Hunt, 1984: 6) is the management of communication between an organization and its public. Looking at the word 'public', it doesn't just talks about the general public but also refers to the various constituent groups and audiences. 'Publics', may be group as active or passive within individuals and internal or external within an organization. Frequently, PR companies aim to reach it objectives and hope that the messages bring across to public will be useful and sponsors to support their ideas.

The readings made me think more about public relations theory or practice in that people often have the perception of public relations as a group of people who spin everything. Spin can mean to turn around a bad situation to the company’s advantage. It is true that part of the purpose of public relations is to show the company in a positive light no matter what. Conversely, it had changed my impressions of the designation as a PR practitioner and think more highly about this job. They are not spinning anything, but providing consumers with more in depth information about products and services. Therefore, a well-structured PR campaign can result in the target market being exposed to more detailed information than they receive with other forms of promotion.

Like blogging, or even having my own PR blog had actually made me found out something amazing. Blogging, is the result of new Internet technologies that are quickly gaining widespread acceptance. For instance, blogs allow company employees, including CEOs and marketers, to post messages updating company developments and thus, serving as an important communication tool for public relations.

The roles play by the PR practitioners include namely a few like press agentry, promotions, communication, integrated marketing, crisis management, financial relations, sponsorship, fund raising and etc. Surprisingly, from the past till now, there are still journalists changing their track of field and becoming a PR practitioner. They are also matching to the job, as they do meet deadlines, need to gather up-to-date news and communicate excellently.

I thought I would be studying something mundane, like PR. However, it appeared that I had changed my opinion on that now. This module seems to even more interesting than what was expected.

I am looking forward for the upcoming lectures and tutorials. :)

(P.S: Found the website of Institute of Public Relations Singapore. There is this poll stating that 42% of organization actually engages its audience through blogging. Interesting indeed!)
http://www.iprs.org.sg/Web/main.aspx?ID=,0619da6e-7cf2-4a89-88a0-d43432765f0b