Theoretical Perspective - Week 2

Why is theory important? Some see it as a provider such as a framework for analysis; others might see that it provides an efficient method for field development. Theoretical approaches provide a framework through which questions are raised and the nature of events and processes is probed and analyzed. However, theories are varied and different theories about the same things can be based on quite different assumptions.

I think the key points to remember from this week’s reading include:-
a variant theoretical approaches to public relations
the vital requirement to have public relation department in any given organization
Grunig’s four models of public relation theories
Model 1: press agency
- it is the oldest form of PR and relies on persuasion
Model 2: public information
- often used by government, educational institutions and non-profit organizations
Model 3: two-way asymmetric
- includes the use of surveys, interviews and focus groups
Model 4: two-way symmetric
- seeks mutual understanding and influence its publics rather than one way persuasion
- the organization and the public adjust to one another
- this model is more interested in influencing publics about an organization

The four models have provided guidance for those who want to think about how public relations can be practiced and changed in ways which might justify the designation ‘profession’.

So what defines public relations? Public relations is the ethical and strategic management of communication and relationships in order to build and develop coalitions and policy, identify and manage issues and create and direct messages to achieve sound outcomes within a socially responsible framework.

This relation create awareness, also educate and influence public opinion, promotes and protects reputations and guides organizations to communicate change and to re-examine the values and ethics of their operations.

The reading made me think that there are a number of different theoretical approaches to public relations. This chapter has suggested that public relation is a complex, contested and a variable area of study.

What is Public Relations? - Week 1

The truth behind one of Hollywood's biggest trade secrets!

There can be a million and one ways to describe what Public Relations as a profession. Basically, it centres on managing communication and public perceptio about organizations, people, products or specific issues. Public relations creates awareness, educates and influences public opinion, promotes and protects reputations and guides organizations to communicate change and to re-examine the values and ethics of their operations.

I just realize that the term "publics" is used as a PR terminology that describes different audiences. And publics are considered not static, and constantly changing. They refer to the various audiences and constituent groups with which an organization or individual communicates directly and indirectly. It doesn't just involves the general public, as I have always assumed it does. For example, a PR practitioners develop and implement actions that are tailored to best communicate with or influence a particular public.

What do public relations practioners do?

1. communicate to inform or influence a particular public.
2. identify and analyse the impact of events, issues, new developments, competitor activity and policy changes on the public perception of a person or an organization's business, goals or reputation.
   ......and many, many more. The list goes on and on.

I had always assumed that the job opportunities in public relations are rather rigid. But, boy was I wrong. There seems to be endless opportunities in PR as so many organizations want their communications to achieve very specific results, and they require professionals for this cause. Job opportunities include business, education, health, all levels of government and non-profit organizations.

There seems to be more than PR than meets the eye. Having this blog would further entails my journey into realizing how this PR module might offer me many wonderful discoveries. here's to my first public relations entry.

toodles.