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.
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2 comments:
Different types of theories that applied in public relations have different meanings.I felt that these theories helps to guide the public relations practitioner to a more appropriate strategic.
There are larege sections of text in this blog directly quoted from both the Johnston & Zawawi and Tymson & Lazar readings, and they need to be correctly attributed.
You should also provide attribution when referring to someones work, such as Grunig.
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