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.
2 comments:
Your blog page is very insightful and very green.
I think your points are clear and concise and you have successfully isolated the important points from the readings. You are not a ‘slack tart’.
I thought your point that most public relations theories come ‘back to respecting and focusing on the equality of the receiving public’ was interesting.
you were right, your wonderful blogging has inspired me to a higher level of understanding. i shall endeavour to live up to your excellence.
Dearest Brianna,
I came into your sight with the intention of calling you a "slack tart" however your prompt posting and concise workmanship has prohibited me from doing so.
A very clear and well presented blog. I think you have made the points about 'open' and 'closed' systems a lot clearer than what was in the prescribed text. Do I feel a book by Dransfield, B. coming on?...yes...yes i do
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