This week's readings covered the theoretical aspects of Public Relations as an introduction. It gave a very thorough and specific idea of what public relations is about, the misconceptions about it and also the various definitions of PR.
I think one main point of this week's readings is that public relations is a controversial area of study that is difficult to simply define or explain. It requires an extensive and in-depth analysis from both an organisation and publics' point of view.
The other main point of the readings is the theories that attempt to understand and explain the work of public relations. Although each theory mentioned in the readings is useful in evaluating an aspect or area of public relations, it has its limitations and problems as well.
From these three chapters, I learnt that public relations is a complex topic that requires much knowledge and studies in order to understand, contrary to what many people would think. The job of a public relations practitioner is often taken for granted as easy and effortless, requiring little knowledge and experience. These readings certainly gave me insight on how complex it actually is.
I feel that the 'four models' approach taken by Grunig and Hunt is the most comprehensive theory, as it does not confine the subject to just a single approach. Because the job of a public relations practitioner varies with the organisation or situation, there should be several models instead of just one to apply. I agree that the fourth model of 'two-way symmetric' is too idealistic, as it is difficult to place equal importance of the publics' view and that of the organisation. Therefore, the third model of 'two-way asymmetric' is more realistic, with more emphasis placed on advancing the standing and the projects of the organisation.
In conclusion, the readings made me think more about public relations theory and practice, with the many definitions and theories surrounding it. From the beginning of chapter one that gives the example of Queensland's Gold Coast meter maids as 'public relations practitioners', to senior positions of problem-solvers in an organisation, it gave me more understanding and insight on the topic of public relations.
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Hello Cherell!
ReplyDeleteAfter reading your entry, it has definitely widened my knowledge regarding public relations.
I agree with you that PR is a complex topic and it is often taken for granted as an easy job. People always wonder why would anybody bother taking a degree in PR as it is an easy subject that needs no further researching. As such, PR students like us are going to have a hard time accepting this complex challenge upon graduation.
I think it is true that the job of a public relations practitioner varies with the organisation or situation, thus different models should be used to apply in different environments. However, I feel that the emphasis on theoretical approaches are often too much as it is necessary to understand that models could be used concurrently and simultaneously in an environment.
Finally, I thought that the inclusion of Queenland's Gold Coast meter maids is funny and brings a light-hearted ending to this serious practice (: