I think there are several important points to take home from the week’s readings.
Firstly, there has always been the belief that all media will conduct themselves in a socially responsible fashion. Meaning, the information they provide to their audience is true and not influenced or prejudiced. Thus. Public relation representatives involved in media are also expected to have a strong sense of social responsibility.
Secondly, with the division of the mediums where the audience or consumers receive their messages, the industry of PR has steadily strengthened. With this growth, many theories have been connected and developed to the field of PR to allow people to study and specialize in it.
Like many other areas of study, theories for public relations practice have steadily emerged hand in hand with its popularity and necessity. Today, many different theories have arisen to guide PR practitioners.
While different theories could be of better use in different situations, I do think that Grunig’s 4th model, the two-way symmetric is the most effective form of public relations practice. It uses research based on the public view together with the organizations vision to develop strategies to achieve their goal. I also believe that the symmetrical models would definitely turn out more successful as they lean towards organizational effectiveness. That is, to improve the understanding between the public and the organization.
The readings made me think more about the theories and practices of public relations in the way that separates the common misunderstanding (that I also had) of the relationship between Public relations and advertising/marketing. I believed that PR organizations were simply devoted to gaining profit through the advertising of their product. However, PR practice involves many roles besides gaining profit like crisis management and public diplomacy. So, profit focus is not the main or only objective of PR.
In addition, now that the PR industry has developed and strengthened, they require graduates that are not just trained in the areas of publicity and ethical practice (although they are necessary in the foundations of this field) but are also up to date with current affairs and social, political and economical issues. This is something I must keep in mind and apply to my current studies.
I have also found myself believing that the study of public relations was always related or ‘under’ the broad subject and theories of communication studies. I was surprised to find that it had amassed its own theories. Grunig’s 4 models remind me that Public relations is all about the mutual understanding between the public and the organization. So, when I step out into the dreaded working world, I will remember the symmetrical models of PR because they are the most socially responsible. Why? Because they avoid conflict between the public and the organization.
After all, it is all about trust and understanding.
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I thought your point about The Grunig's 4th model, the two-way symmetric, as it balance the two sides, that is, the organization and the public, though, hard to achieve(practitioners and theorists claimed this approach is unrealistic or idealistic) but it is the best among rest of Grunig's models, we all could foresee.
ReplyDeleteI would like to strengthen the point you mentioned about the profit focus one. Crisis management and public diplomacy are the tactics to reach the goal or objective, which is, profit-gaining.
Quite ironically I found here, since the objective of the organization is profit-gaining. And profit-gaining means one of the sides will be more disadvantage (yes, not always, but most of the time.) From what we can see, it looks like we have mutual benefit, people pay, organizations give. Public relations is a profession, there are trained communicator, there will be more focus on the 'bright' side of their organizations' products or services, and use communication tactics to push their products and services. Organizations have their objectives(take money out of the public's pocket).
So there are more on their objective or the public interest?
That's why we said public relations practitioners should be ethical. To put the public interest as one of the objectives, important objective (though, we all know the reason behind).
I do not agree with your point on the irony of the objectivity in profit gaining.
ReplyDeleteIts very simple really, the two sides you mentioned are the organization and the public. You mentioned that one of the two parties would be at a disadvantage. This is not so.
Organizations give and produce products that the public want. If the public did not want the products they would not buy it and thus, there will be no profit. So, these organizations or PR representatives work with the public to produce the 'wanted' product which will sell and give organizations their much needed profit.
People will not buy things if they do not want it. This 'take money out of the public's pocket' does not exist.