Week 3- Theoretical Perspectives

1. I think the key points to remember from this week's readings were...

There are many different theories that have been developed by scholars to understand Public Relations. Understanding these theories is important in understanding the way that PR is used in the public sphere. There are many theories that were developed before PR itself and others that have been developed from within PR.

Each different theory has a different method of functioning and different influence on PR practice. Each also has its own importance and own limitations that are useful to be aware of.

The different theories include:

- Agenda Setting

- General Systems Theory- includes open and closed systems

- Semiotics (the sign)

- Habermas, Critical Theory and the Notion of the 'Public Sphere'

- Grunig's Models- press agentry, public information, two-way asymmetric and two-way symmetric

- Heath and 'Rhetorical Theory'

- The 'Relationship Management' Approach

These are the main original theories that can be used to interpret PR. There are also some newer theories that have been developed from within PR. These include:

- Situational Theory

- Social Learning Theory

- Social Exchange Theory

Basically, there are a number of theories that can be adapted. Although there is a dominant theory, the two-way symmetrical communication theory, many critics believe that different theories are more suited to PR and for many different reasons.

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2. The readings made me think more about public relations theory/practice in that …

There is more than one theory that can be adapted to Public Relations. No one theory covers all the areas of PR and PR practice. There are various limitations for each theory, therefore making no theory the absolute best. Over time the two-way symmetrical theory has become known as the dominant theory of PR as it allows both the organisation and the public to communicate, however one still needs to consider the power relationship and consider the question, do the publics have equal power to the organisation?

The readings helped me to understand Public Relations theory in a much more detailed way. By learning about each theory and how it is used, I realised that one can actually form their own opinion on which theory is best suited to PR. To be honest I believe a few of the theories are well suited, however do agree that the dominant model of two-way communication is appropriately suited to PR.

Additional Reading for Week 3

1. I think the key points to remember from this week's additional reading were....
(this is in regards to the additional reading- 'Public Relations Reasearch at the Crossroads' By Karla K. Gower.)
Two-way symmetrical communication is definitely the most popular form of communication model for a PR practitioner. The model is known as the "excellence" model, due to its profound use and popularity. Although this is known as the best model, in the past it has not been unusual for organisation's to use all the different models of Public Relations at different stages in time.
The reasearch on Public Relations has come to a crossroads which has been largely influenced by the many different criticisms from postmodernists, critical/cultural theorists and international scholars.

2. The readings made me think more about public relations theory/practice in that...
There is not one complete opinion on PR that all public's take. Different people believe that different models are more effective for a PR practitioner to follow.
The growing research into international issues, diversity and publics also interests me, as I am suprised that this area of research has not already been focused on.

Week 2

1. I think the key points to remember from this week's readings were...
that public relations has many different aspects to understand. It would be quite easy for someone to confuse public relations with media and advertising if they didn't understand the different dimensions of public relations.

There is a strong link between marketing and PR. Many areas of PR have actually been identified as overlapping with areas of marketing. This may cause confusion, but an easy way to distinguish between the two is to think in monetary terms. In marketing, a firm has to purchase advertising space and choose the time an adverstisement will be displayed. Marketing is considered to be controlled . Whereas PR publicity space is free, but the practitioner has no control over whether the material is used, therefore publicity is considered to be uncontrolled.

The role of a public relations practitioner is quite diverse as there are many different areas one can go into including events management, communication, publicity, politics and many more.
It was also interesting to note the history of public relations and how the industry has changed today to be more female dominated.

2. The readings made me think more about public relations theory/practice in that …
before starting this course I thought that I had a good knowledge base of what public relations is, however I am starting to realise it is much more interesting than I thought. As I've only just started the course, the readings have helped to define public relations in different ways and open up my mind to the different areas of public relations, as well as the different career paths that a PR practitioner can take. Understanding the history of PR in Australia also helped to get a bit of background on the area.
I also feel that there is a lot to learn about PR and it is a professional area that would require hands on experience to polish one's skills, however this is an introduction for further study to be built on.