I think the key points to remember from this weeks readings were how theoretical perspectives help to explain how public relations works.
Agenda Setting - The way news is selected. This is a highly competitive method of gaining media coverage, with the motive of gaining a lot of attention in order for the audience to think that certain topics are important. It is a theory about the social construction of news which provide important understandings about the role and power of the media in society (Johnston & Zawawi, p.45.)
General Systems theory - Organisations can operate within open or closed systems. Open systems will consider external influences such as public opinion where closed systems will not consider external influences, but will consider internal influences(p.46.)
Semiotics - The study of signs and symbols. It explains how our thoughts can be manipulated through the use of particular symbols (p.48.)
Habermas, Critical Theory and the notion of public sphere - This criticised the way that people are influenced to think by their surrounding capitalist culture. Habermas suggests that society works better when people are allowed to make up their own minds and that there is an equal footing in terms of power relations (pp 50-52.)
Grunig's Models
1. Press Agentry - Attention grabbers in order to promote an event, product or organisation.
2. Public Information - Public relation as a one way flow of information on behalf of a organisation.
3. Two way Asymmetric - Public relation biased to an organisations view.
4. Two way Symmetric - Public views taken into consideration (p.53.)
The debate relating to the two way symmetric model is that it does not acknowledge the power relations between an organisation and its publics (p.56.)
Rhetorical Theory - A two way process through statement and counter-statement as a test to other peoples views' and values' and that the playing field is level (p.58.)
Situational Theory - suggests that the situation in which people find themselves influences whether or not they will protest or try to get their opinions heard. Publics are active or passive (p.62.)
Magic Bullet Theory - One way flow of information finding its target (p.65.)
Uses and Gratification Theory - Using different media for different purposes (p.65.)
Social Learning Theory - suggests that people modify their attitudes and behaviours to fit in with those exhibited by others (p.66.)
Social Exchange Theory - Social life is a series of exchanges. For example, the giving and receiving of affection, respect, goods and services (p.66.)
Gower's journal article entitled public relations research at the crossroads gives a deeper insight into Grunig's paradigm of two way symmetrical communications. She provides a critique regarding this paradigm in regards to the unequal power relations between organisations and their publics. This was also covered in Johnston and Zawawi's reading.
This week's readings made me think how theoretical frameworks help to explain public relations. Johnston and Zawawi allow us to consider that the theoretical perspectives of public relations can be explained outside of the discipline of communications. Sociological theories such as social learning and social exchange theory also help to explain the ideology of public relations. This week's readings also illustrate that public relations can not be constrained by one theory. Johnston and Zawawi list over 13 theories that can be considered when explaining it. The two way symmetric model seems to share it's ideologies of responding to public opinion with the open systems paradigm of the general systems theory.
Sunday, July 29, 2007
Week 2
This is a re-do of my first blog.
I think the key points to remember from this weeks readings is
1. That public relations is not a term that can be easily defined. However, Harold Burson (as cited in Johnston & Zawawi, p5) list its four functions in society as a) a sensor of social change, b) corporate conscience, c) communicator, d) corporate monitor.
I would also include interpreter into this list. I have come to realise that it is essential for a practitioner to be able to interpret matters in order to properly advise organisations and maintain a relationship with their organisation's publics'.
2. The definition has been further challenged by the advent of technology, especially that of the internet. It has enabled groups and organisations to communicate globally (p.6.)
3. There are two primary roles of the public relations practitioner. The technician and the problem solver. Problem solvers ask clients to re-think or clarify problems and to look for solutions. They are usually part of the dominant coalition of management, or the decision making body. Technicians provide services such as producing publications (p.7.)
These roles are multi-faceted in which they may overlap with other disciplines such as marketing.
The second chapter of Johnston and Zawawi gives a history of public relations in Australia. There are three significant developments.
1. Implementation of the Education Act 1872. Literacy levels, especially among males, made the reading audience wider.
2. The creation of technology allowed the production of daily newspapers.
3. Depoliticisation of newspapers. A move from politically reliant groups of the media allowed the press to be objective and move into the realm of the fourth estate (p.24.)
Entertainers used the press for publicity, especially by American film companies in the 1920's. Australia adopted their publicity methods during this time. World War I in the 1930's had a big impact on publicity in terms of extravagance because of the depression, and audiences being primarily female while men fought. Feminine topics such as fashion were being covered. Propaganda began to creep in whereby news content would be controlled. This type of control of media in Australia can be attributed to General MacArthur in 1943 while he was stationed here. There was a focus on news-management and from here techniques of public relations began to emerge. Not long after, the Public Relations Institute of Australia (PRIA) was established (pp 27-29.)
In the 1950's, public relations moved to television and by the 1960's large amounts of money was being pumped into the industry. The 1970's fostered a climate of creativity in television with video clips. Women were finding their way into the industry and by 1990 two thirds of the industry was worked by women.
This week's readings gave insight into what is public relations? My ideas of this industry were naiive (and still are) in that I limited public relations to fit only into the realm of spin doctoring. To an extent this may be true, the readings indicate that the field encompasses client servicing, market assessment, production development, events management to name a few. It was interesting to read that female numbers in this industry has increased to a dominant position by over two thirds. In my opinion, it seems in today's society that there is a need for organisations to be aware of their publics needs in order for them to provide their best services. It is also my opinion that women would be more attuned to social issues rather than men, and therefore able to gauge public sentiments more readily making us suited to this industry.
I think the key points to remember from this weeks readings is
1. That public relations is not a term that can be easily defined. However, Harold Burson (as cited in Johnston & Zawawi, p5) list its four functions in society as a) a sensor of social change, b) corporate conscience, c) communicator, d) corporate monitor.
I would also include interpreter into this list. I have come to realise that it is essential for a practitioner to be able to interpret matters in order to properly advise organisations and maintain a relationship with their organisation's publics'.
2. The definition has been further challenged by the advent of technology, especially that of the internet. It has enabled groups and organisations to communicate globally (p.6.)
3. There are two primary roles of the public relations practitioner. The technician and the problem solver. Problem solvers ask clients to re-think or clarify problems and to look for solutions. They are usually part of the dominant coalition of management, or the decision making body. Technicians provide services such as producing publications (p.7.)
These roles are multi-faceted in which they may overlap with other disciplines such as marketing.
The second chapter of Johnston and Zawawi gives a history of public relations in Australia. There are three significant developments.
1. Implementation of the Education Act 1872. Literacy levels, especially among males, made the reading audience wider.
2. The creation of technology allowed the production of daily newspapers.
3. Depoliticisation of newspapers. A move from politically reliant groups of the media allowed the press to be objective and move into the realm of the fourth estate (p.24.)
Entertainers used the press for publicity, especially by American film companies in the 1920's. Australia adopted their publicity methods during this time. World War I in the 1930's had a big impact on publicity in terms of extravagance because of the depression, and audiences being primarily female while men fought. Feminine topics such as fashion were being covered. Propaganda began to creep in whereby news content would be controlled. This type of control of media in Australia can be attributed to General MacArthur in 1943 while he was stationed here. There was a focus on news-management and from here techniques of public relations began to emerge. Not long after, the Public Relations Institute of Australia (PRIA) was established (pp 27-29.)
In the 1950's, public relations moved to television and by the 1960's large amounts of money was being pumped into the industry. The 1970's fostered a climate of creativity in television with video clips. Women were finding their way into the industry and by 1990 two thirds of the industry was worked by women.
This week's readings gave insight into what is public relations? My ideas of this industry were naiive (and still are) in that I limited public relations to fit only into the realm of spin doctoring. To an extent this may be true, the readings indicate that the field encompasses client servicing, market assessment, production development, events management to name a few. It was interesting to read that female numbers in this industry has increased to a dominant position by over two thirds. In my opinion, it seems in today's society that there is a need for organisations to be aware of their publics needs in order for them to provide their best services. It is also my opinion that women would be more attuned to social issues rather than men, and therefore able to gauge public sentiments more readily making us suited to this industry.
Sunday, July 22, 2007
Week 2
WEEK 2
I think the key points to remember from this week's readings were according to Johnston and Zawawi is firstly that the term public relations (PR) can not be easily defined. It crosses over into areas of advertising and marketing. These ideas were covered in the first chapter of the readings.
The governing organisations for PR is the Public Relations Institute of Australia (PRIA). Don Barnes describes it as "officers and consultants maintaining an organisations relations with its various publics" (Johnston & Zawawi, p5.) However, with the advent of new technology, especially that of the internet, there has been a need for public relations to evolve to incorporate these as part of their PR tools (p.6.)
PR itself can be divided into two primary roles. The technician and the problem solver. The problem solvers ask clients to re-think or clarify problems and to look for solutions. They usually belong to management , with accompanying responsibility for decision making and policy formation. They are part of what is know as coalition management (p.7.) Technicians provide services such as media releases.
As previously mentioned PR includes aspects of marketing which includes media strategies, relations marketing and so forth. The difference is the marketing is economics driven.
The readings made me think more about public relations theory/practice in that it is more than just that general idea of spin doctoring, but incorporates events management, social investments for example.
I think the key points to remember from this week's readings were according to Johnston and Zawawi is firstly that the term public relations (PR) can not be easily defined. It crosses over into areas of advertising and marketing. These ideas were covered in the first chapter of the readings.
The governing organisations for PR is the Public Relations Institute of Australia (PRIA). Don Barnes describes it as "officers and consultants maintaining an organisations relations with its various publics" (Johnston & Zawawi, p5.) However, with the advent of new technology, especially that of the internet, there has been a need for public relations to evolve to incorporate these as part of their PR tools (p.6.)
PR itself can be divided into two primary roles. The technician and the problem solver. The problem solvers ask clients to re-think or clarify problems and to look for solutions. They usually belong to management , with accompanying responsibility for decision making and policy formation. They are part of what is know as coalition management (p.7.) Technicians provide services such as media releases.
As previously mentioned PR includes aspects of marketing which includes media strategies, relations marketing and so forth. The difference is the marketing is economics driven.
The readings made me think more about public relations theory/practice in that it is more than just that general idea of spin doctoring, but incorporates events management, social investments for example.
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