Week 3 Readings: Chapter 3 and Gower

I think the key points to remember from this week’s readings are related to how elements from varying Public Relations theories can be used to better understand and develop PR practices.

In relation to ‘Agenda Setting’, PR practitioners work on trying to get their issue prominence on (or omission from) the public agenda, and hence draw attention towards (or divert it from) their particular cause.

The General Systems Theory operates in ‘closed’ or ‘open’ systems, where the closed system is sealed off from external influences while the open system interacts with the outside world. In this theory PR works by mediating between the closed operating system of an organisation and the community and hence creating an open system.

Semiotic theory explains how thoughts are manipulated through the use of symbols, reminding us of the role of perception in communications and how these are culturally determined. In PR, the varying interpretations of a message must be taken into account when planning communication campaigns.

Grunig’s models include the PR models of press agentry, public information, two-way asymmetric and two-way symmetric. It is the “ideal” model of the two-way symmetric that Gower’s article also delves into.


The readings made me think more about PR theory/practice in that most of them came back to respecting and focusing on the equality of the receiving public.

Habermas suggests that “the best qualities of civilised society are maintained if people are allowed to make up their minds in a rational way” with discussants meeting on an equal footing in terms of power relations.

The 'Relationship Management Approach' also centres on similar factors such as balance of power, the ability of parties to adapt in the relationship, and the trust within the relationship.

Heath and the ‘rhetorical theory’ also states that for PR people to have their point of view accepted it must be conducted on the basis of a level playing field in order for it to constitute ethical PR practice. I found this theory interesting as it comments on how no absolute truth exists, but that the accepted view is only contingent on the current best arguments for how we should think.

Week 2

I think the key points to remember from this week's readings were:

That the term "Public Relations" encompasses a whole variety of roles and positions.

The definition of PR tasks as defined by Burson (1987) are:
-Acting as a sensor of social change- helping mangement prepare for the impact of social issues
-Acting as a corporate conscience
- Acting as a communicator
-Acting as a corporate monitor ie making corporate policies and programs match public expectations.

Communications can be divided into two primary roles, being that of technician and problem solver.

Public Relations in Australia can be seen to have developed from more of a publicity role, as far back as the 19th century, but found its current form in the mid 20th century.

The readings made me think more about public relations theory/practice in that Johnston and Zawawi cite the use of ethics as the beginning point in their definition of Public Relations. The readings aimed to dispel the myth of PR solely being based on the idea of spin doctoring. The readings made me think about the idea of PR acting between parties, not exploiting one for the profit of the other.