Public Relations Theory and Practice Chapter 3.
Public Relations Research at the Crossroads.
This week I found it essential to have to read through these texts twice to begin to grasp an understanding of the theories and ideas that they communicate. My learning this week builds upon previous learnings of public relations in that it is a 'proffession' that is so hard to define and structure. As I stated in my blog last week, it is deeply hard to critically grasp a holistic understanding of PR and its functions, and this weeks readings into the varied theoretical approaches and research theories of PR emphasised that statement once more.
The way the reading from 'Public Relations Theory and Practice' was set out with bi-headings and segments allowed me to absorb the information much clearer than 'Public Relations Research at the Crossroads.' However, I liked the second texts' affirmation that PR theoretical research is at a 'crossroads' and that this can be an opportunity to incorporate 'the new' ('new ideas, new methodologies, new theotrical approaches' (Public Relations Research at the Crossroads, Karla K. Gower, p186.)) For us as students of PR (and maybe one day practitioners), this idea is an exciting suggestion that we can learn from past ideas, theories and functions of PR and help to shape its future.
In summary, the key points I learnt from this weeks readings were that there are many different theoretical theories and approaches to PR, including; agenda setting, general systems theory, semiotics, Habermas's critical theories, the 'four models' looked at by Grunig and Hunt, the rhetorical theory and the relationship management approach. The theories are all diverse in structure and meaning and I think one of the most important factors mentioned or suggested in both texts were to adopt several theories, rather than merely one, as this allows a contrast and deeper understanding into different theories and, consequently, a deeper understanding of aspects PR.
'Public Relations Research at the Crossroads' emphasised to me the strength of the various formulated two-way symmetrical communication model. They key ideas I also felt it portrayed were that in a new era, a new variation of theories are needed and that to discover these we need to understand the functions of the older models and generate an adoption for some new ones.
3 comments:
I found your point about the future of PR to be very interesting. I especially agree with your viewpoint that in order to succeed in PR we have to adapt to the changing times. "I liked the second texts' affirmation that PR theoretical research is at a 'crossroads' and that this can be an opportunity to incorporate 'the new' ('new ideas, new methodologies, new theotrical approaches')" This idea is especially true in conjunction with the fast moving globalised world. As Gower's text states, there is limited theoretical approaches that deal with PR in a globalised sense so i totally agree with you when you say that "for us as students of PR (and maybe one day practitioners), this idea is an exciting suggestion that we can learn from past ideas, theories and functions of PR and help to shape its future."
i completely agree with the point you made about pr as a profession being very hard to define and structure, and how hard it is to gain a holistic understanding of it. i also thought he point you made about learning from past theories to shape the future was important.
That’s a really go question.
Well for starters it is important to note that rather than being borrowed from an alternative education the two-way symmetrical theory was developed for the study of Public Relations and hence has great importance.
I believe that it is the most effective theory as it results in better long term relationships with publics that other models of PR, it is generally conducted more ethically and it focuses on research and environmental scanning which employs varying techniques rather than routine techniques.
I also absolutely agree that the “excellence model” uses communication to resolve conflict with strategic publics and that is another great example of its effectiveness.
Post a Comment