Week 3 PR blog

I think the key points to remember from the week three Johnstone and Zawawi (2000: pp. 43-71) and Gower ‘Public Relations Research at the Crossroads” (Journal of Public Relations Research, 18 (2) 177-190) readings are that there are many theories in regard to public relations practices and approaches- each of which, based on particular assumptions, provides a framework which both enables questions to be raised and furthers understanding.
Mackey (cited in Johnstone and Zawawi, 2000: pp. 43-71) suggests that while some theories originated from other disciplines i.e. agenda setting (the selection or omission of news items and the subsequent focus given or not) came from communications studies; systems theory (the inside/outside boundary spanning role of public relations) originated in philosophy and sociology and more latterly in organisational theory; semiotic (the study of signs) and Habermas’s critical theories (how citizens are influenced to think as a result of capitalist society, the loss of the public sphere, rational arguments between discussants with equal power) from the cross disciplines of communication, sociology and cultural studies. More recent theories have developed from within public relations studies.
The best known of these is the ‘four models’ approach suggested by Grunig and Hunt (1984) model 1 being press agentry (i.e. stunts/explicit publicity seeking); model 2 public information; model 3 two-way asymmetric and model 4 two-way symmetric. Most people consider mainstream public relations operates asymmetrically but Grunig and Hunt argue that the symmetrical PR model in which targeted publics benefit as much as the programs sponsors or originators is the most effective. Critics suggest this theory relies on a level playing field and that minorities and 3rd world populations are disadvantaged.
Gower suggests however that while there exists a strong body of public relations knowledge, the field is at a crossroads due to these earlier assumptions being challenged from, amongst others, post-modernists and critical theorists- resulting in new theories and approaches. According to McKie (cited in Gower, 2006) while management literature has embraced post-modernism, PR has failed to keep pace meaning that in order for PR to have a management function, it has to do likewise. Gower is also critical of ‘excellence’ models which mean that alternative theories can be overlooked and cites the ‘two-way symmetrical’ model as an example. Rather Gower suggests that the public relations field should move forward and embrace a diverse range of ideas, methodologies, and theoretical approaches; the process itself permitting self-evaluation.
Some of the more recent theories suggested by Johnstone and Zawawi (2000) are Heath’s (2001) rhetorical theory which argues persuasive communication through the use of convincing reasoned arguments permits PR practitioners to ‘think outside the square’ whereby there is no absolute ‘truth’ and contemporary society is instead “fluid and capable of being won over by the best rational argument” (Johnstone and Zawawi, 2000: 58). Similar to Grunig and Habermas, rhetorical theory relies on participants having an equal power relationship in order to be effective.
Ledingham and Brunings (2000) suggest a ‘relationship management’ approach which allows both PR scholars and practitioners to ‘break down’ a relationship into its component parts in order to measure each aspect and in so doing permits an analysis of how relationships change as a result of public relations campaigns. Situational theory, according to Grunig and Hunt, suggests that people can be categorised according to 3 variables- problem recognition, constraint recognition, and level of involvement, in order to predict how people will react to an organizations messages. Holtzhausen (2000) advocates a post-modern (diverse political, cultural, social and economic perspective) whereby PR practitioners challenge conventional management thinking- becoming in the process ‘keepers of the corporate conscience’ whereby the responsibility for keeping the organization abreast of post-modern thinking lies with the public relations department.
Other concepts mentioned by Mackey (cited in Johnstone and Zawawi, 2000) are those of ‘opinion, attitude and belief’ which enable charting of “how firmly people particular views relevant to a particular subject” (Johnstone and Zawawi, 2000: 64) and ‘Audiences and media effects’ which are used to determine “how the mass media process and distribute messages to audiences” (Johnstone and Zawawi, 2000: 64). Mackey concludes his chapter with a summary of ‘Social learning theory’ which suggests that “people modify their attitudes and behaviour to emulate or fit in with the attitudes and actions exhibited by others” (Johnstone and Zawawi, 2000: 66).
For each theory there are both positive and critical aspects and therefore the readings made me think more about public relations theory/practice and which, in differing situations, would be most practical. The practice of public relations calls for diverse and fluid strategies; the more knowledge available to public relations practitioners, the more chance that its messages will be received.

Week 2 pr blog

I think the key points to remember from this weeks two readings (Johnstone and Zawawi 2004 and James: 2006) are that Public Relations is an extremely diverse field which is constantly evolving in order to keep up with current technologies and social trends. Within this diversity it is possible for practitioners to either specialise in one particular area or to be more generalist in their activities; accordingly a range of theories regarding Public Relations practice have been developed to account for these differing applications. It also follows that definitions regarding what it is that PR people ‘do’ are similarly diverse however the statement by Grunig and Hunt (1984) that PR is “management of communication between an organisation and its publics” perhaps sums up the primary function of PR. Varying titles are given to describe the role of PR practitioners- some deliberately avoiding the term PR due to negative notions of ‘spin-doctoring’ or the idea that PR works to hide information in order for that information to be viewed more favourably. The two most common roles are those of technicians (who provide services such as producing news letters or news releases and generally hold lower roles within an organisation) and problem-solvers who advise on policy and decision making within an organisation and accordingly are part of management. Public relations may also be practiced in-house or on a consultative basis; both requiring a broad range of often over-lapping capabilities. The difference between marketing and public relations is that while marketing has a profit focus the same is not necessarily true for public relations. Additionally marketing, advertising and PR have separate responsibilities, although sometimes these can have common characteristics meaning that at times these fields are interdependent. The readings made me think more about public relations theory/practice in that I am becoming more aware of the role of PR in day to day life- for example I was waiting at the traffic lights when a small blood bank ‘hospitality’ van pulled up next to me. The van had signage which read “If one person can save three lives how many can your group save?” and so I began to consider the PR strategy behind this i.e. the focus on smaller groups instead of larger public blood bank drives, the style and colouring of the actual sign, how this strategy would appeal to different types of groups, and the possible effectiveness or not of such an approach. The readings have also made me think about my possible career options given that they suggest that the profession is predominantly female and that it is possible to work from home (I have four children). I also feel quite excited about the prospects of working within this profession given the variety it entails and the prospects for employment in such a growing industry. I think the key points to remember from the week two readings (Johnstone and Zawawi 2004 and James: 2006) are that Public Relations is an extremely diverse field which is constantly evolving in order to keep up with current technologies and social trends. Within this diversity it is possible for practitioners to either specialise in one particular area or to be more generalist in their activities; accordingly a range of theories regarding Public Relations practice have been developed to account for these differing applications. It also follows that definitions regarding what it is that PR people ‘do’ are similarly diverse however the statement by Grunig and Hunt (1984) that PR is “management of communication between an organisation and its publics” perhaps sums up the primary function of PR. Varying titles are given to describe the role of PR practitioners- some deliberately avoiding the term PR due to negative notions of ‘spin-doctoring’ or the idea that PR works to hide information in order for that information to be viewed more favourably. The two most common roles are those of technicians (who provide services such as producing news letters or news releases and generally hold lower roles within an organisation) and problem-solvers who advise on policy and decision making within an organisation and accordingly are part of management. Public relations may also be practiced in-house or on a consultative basis; both requiring a broad range of often over-lapping capabilities. The difference between marketing and public relations is that while marketing has a profit focus the same is not necessarily true for public relations. Additionally marketing, advertising and PR have separate responsibilities, although sometimes these can have common characteristics meaning that at times these fields are interdependent. The readings made me think more about public relations theory/practice in that I am becoming more aware of the role of PR in day to day life- for example I was waiting at the traffic lights when a small blood bank ‘hospitality’ van pulled up next to me. The van had signage which read “If one person can save three lives how many can your group save?” and so I began to consider the PR strategy behind this i.e. the focus on smaller groups instead of larger public blood bank drives, the style and colouring of the actual sign, how this strategy would appeal to different types of groups, and the possible effectiveness or not of such an approach. The readings have also made me think about my possible career options given that they suggest that the profession is predominantly female and that it is possible to work from home (I have four children). I also feel quite excited about the prospects of working within this profession given the variety it entails and the prospects for employment in such a growing industry. I think the key points to remember from the week two readings (Johnstone and Zawawi 2004 and James: 2006) are that Public Relations is an extremely diverse field which is constantly evolving in order to keep up with current technologies and social trends. Within this diversity it is possible for practitioners to either specialise in one particular area or to be more generalist in their activities; accordingly a range of theories regarding Public Relations practice have been developed to account for these differing applications. It also follows that definitions regarding what it is that PR people ‘do’ are similarly diverse however the statement by Grunig and Hunt (1984) that PR is “management of communication between an organisation and its publics” perhaps sums up the primary function of PR. Varying titles are given to describe the role of PR practitioners- some deliberately avoiding the term PR due to negative notions of ‘spin-doctoring’ or the idea that PR works to hide information in order for that information to be viewed more favourably. The two most common roles are those of technicians (who provide services such as producing news letters or news releases and generally hold lower roles within an organisation) and problem-solvers who advise on policy and decision making within an organisation and accordingly are part of management. Public relations may also be practiced in-house or on a consultative basis; both requiring a broad range of often over-lapping capabilities. The difference between marketing and public relations is that while marketing has a profit focus the same is not necessarily true for public relations. Additionally marketing, advertising and PR have separate responsibilities, although sometimes these can have common characteristics meaning that at times these fields are interdependent. The readings made me think more about public relations theory/practice in that I am becoming more aware of the role of PR in day to day life- for example I was waiting at the traffic lights when a small blood bank ‘hospitality’ van pulled up next to me. The van had signage which read “If one person can save three lives how many can your group save?” and so I began to consider the PR strategy behind this i.e. the focus on smaller groups instead of larger public blood bank drives, the style and colouring of the actual sign, how this strategy would appeal to different types of groups, and the possible effectiveness or not of such an approach. The readings have also made me think about my possible career options given that they suggest that the profession is predominantly female and that it is possible to work from home (I have four children). I also feel quite excited about the prospects of working within this profession given the variety it entails and the prospects for employment in such a growing industry

.