The reading made me think more about PR theory/practice from the perspective of the public and the theory of two-way symmetry.
Two-way symmetry suggests the public benefit 'as much as the program's sponsors or originators' (Johnston and Zawawi, 2004:55). Without the public, public relations would not exist. In my opinion, the public are the most important part of public relations. Gower further supports this by saying 'without a notion of something being "public", there is no need for public relations" (Gower, 2006:183).
However I do not necessarily think two-way symmetry, or the "excellence" model, works for all publics. Cultural differences means the practice of public relations would differ between countries. The public relations practice in one country could differ greatly from that practiced in another. So while Gower identifies the two-way symmetry as being a dominant channel of communication, due to the diversity and cultural differences of countries, I think the most effective form of communication is whatever works best for that particular public.
In their study of Diversity Issues and Public Relations in the Journal of Public Relations Research (2000), Hon and Brunner use a quote by Dozier, Grunig and Grunig which argues "when the culture of an organisation provides support for gender and cultural diversity, public relations is likely to be more effective" (cited in Hon and Brunner, 2000:313).
So I think the key points to remember from Gower's reading is that PR needs to be practiced by communicating effectively, using the most appropriate 'model', with both the public as well as the organisation, taking into consideration diversity, gender and culture of the given public.
References:
Gower, K. (2006) 'Public Relations Research at the Crossroads', Journal of Public Relations Research, vol. 18, no. 2, p.183.
Hon, L.C. & Brunner, B. (2000) 'Diversity Issues and Public Relations' Journal of Public Relations Research, vol. 12, no. 4, p. 313.
Johnston, J. & Zawawi, C. (2006) Public Relations Theory and Practice, Allen&Unwin, Sydney.
Friday, July 27, 2007
Thursday, July 26, 2007
Chapter 3 - Perspectives
The reading made me think more about PR theory/practice in that news stories can be, to some extent, scripted (Agenda Setting) and also how audiences can in fact model their behaviour based on how others act (Social Learning Theory).
Both of these points are very much evident in today's society. Social Learning Theory suggests people will compare themselves to people and images they perceive to represent realistic goals (Botta, 1999). This comparison might be a positive and provide individuals with a goal to reach. It can also have a negative effect on an individuals self perception.
Research has shown adolescent girls/women to compare themselves to media images of thin models and actresses, which has led to eating disorders. 'Media variables accounted for 16% of the variance for bulimic behaviors' (Botta,1999:22).
I think it is important for PR practitioners to consider just how influential their messages can be to a particular audience.
After thinking about Agenda Setting and Social Learning Theory, I came to realise they could bear some similarity. For example, agenda setting suggests the 'news media do not tell you what to think, they strongly influence what you think about' (Johnston and Zawawi, 2004). Therefore, if the media publish images of famous, thin models/actresses on the front covers of magazines, they could in fact be influencing how audiences perceive themselves. Audiences might then compare themselves to the models and think they need to be thin to be happy/successful.
I think the key points to remember from this week's reading were how influential PR practitioners can be, and also that there are many different perspectives a certain message can be communicated to publics.
(I have posted a comments on
http://cmns1290nicolemagriplis.blogspot.com/ and http://cmns1290alexandranorman.blogspot.com
Both are well worth reading!)
Both of these points are very much evident in today's society. Social Learning Theory suggests people will compare themselves to people and images they perceive to represent realistic goals (Botta, 1999). This comparison might be a positive and provide individuals with a goal to reach. It can also have a negative effect on an individuals self perception.
Research has shown adolescent girls/women to compare themselves to media images of thin models and actresses, which has led to eating disorders. 'Media variables accounted for 16% of the variance for bulimic behaviors' (Botta,1999:22).
I think it is important for PR practitioners to consider just how influential their messages can be to a particular audience.
After thinking about Agenda Setting and Social Learning Theory, I came to realise they could bear some similarity. For example, agenda setting suggests the 'news media do not tell you what to think, they strongly influence what you think about' (Johnston and Zawawi, 2004). Therefore, if the media publish images of famous, thin models/actresses on the front covers of magazines, they could in fact be influencing how audiences perceive themselves. Audiences might then compare themselves to the models and think they need to be thin to be happy/successful.
I think the key points to remember from this week's reading were how influential PR practitioners can be, and also that there are many different perspectives a certain message can be communicated to publics.
(I have posted a comments on
http://cmns1290nicolemagriplis.blogspot.com/ and http://cmns1290alexandranorman.blogspot.com
Both are well worth reading!)
Chapter 2 - PR History
In regards to PR History, the reading made me think more about PR theory/practice in that despite PR being practiced since the inception of newspapers, it took so long for PR to appear as a listing in the phone book. The reading also made me aware that in the 1950s, 'most of the people calling themselves public relations practitioners were ex-journalists' (Johnston and Zawawi, 2004:32).
More interestingly, I learnt that it wasn't until 1935 women became an important part of news audiences. As such, it was suggested to 'always have one woman's story at the top of all main news pages of your paper' (Moseley 1935:304). Despite a comprehensive history provided in the chapter, I have chosen to focus on this point for two reasons.
Firstly, is it not reasonable to question why it took so long for female audiences to be recognised as being 'important'? Using the chronology provided on page 39, there appears to be a 65 year gap between when the development of objectivity within newspapers and the importance of women as a news audience (Johnston and Zawawi, 2004).
Secondly, and what I came to think about most after this reading, is that since the 1930s and 1940s magazine articles on beauty, body image and fashion have maintained their prominence in the media, especially in magazines. This is not only apparent in women's magazines, but women are now used to sell men's magazines - eg. FHM, Inside Sport and a range of car magazines.
I just thought it was interesting to draw similarities between what was being published in the 1930s to women's articles published today.
Therefore, I think the key points to remember from this week's reading are that the practice of PR has been around for sometime, and despite changes in society and media over the past century, much of the PR principles practiced today remain the same (Johnston and Zawawi, 2004).
I have posted a comment on http://www.cmns1290michaelavirgara.blogspot.com
References:
Johnston, J. & Zawawi, C. (2004) Public Relations Theory and Practice, Allen&Unwin, Sydney.
Moseley, S.A. (1935) The Truth About a Journalist, Routledge, London.
More interestingly, I learnt that it wasn't until 1935 women became an important part of news audiences. As such, it was suggested to 'always have one woman's story at the top of all main news pages of your paper' (Moseley 1935:304). Despite a comprehensive history provided in the chapter, I have chosen to focus on this point for two reasons.
Firstly, is it not reasonable to question why it took so long for female audiences to be recognised as being 'important'? Using the chronology provided on page 39, there appears to be a 65 year gap between when the development of objectivity within newspapers and the importance of women as a news audience (Johnston and Zawawi, 2004).
Secondly, and what I came to think about most after this reading, is that since the 1930s and 1940s magazine articles on beauty, body image and fashion have maintained their prominence in the media, especially in magazines. This is not only apparent in women's magazines, but women are now used to sell men's magazines - eg. FHM, Inside Sport and a range of car magazines.
I just thought it was interesting to draw similarities between what was being published in the 1930s to women's articles published today.
Therefore, I think the key points to remember from this week's reading are that the practice of PR has been around for sometime, and despite changes in society and media over the past century, much of the PR principles practiced today remain the same (Johnston and Zawawi, 2004).
I have posted a comment on http://www.cmns1290michaelavirgara.blogspot.com
References:
Johnston, J. & Zawawi, C. (2004) Public Relations Theory and Practice, Allen&Unwin, Sydney.
Moseley, S.A. (1935) The Truth About a Journalist, Routledge, London.
Sunday, July 22, 2007
Chapter One - What is Public Relations?
Chapter one explores the definition of Public Relations. Definitions of some key PR terms, such as Publicity, Communication, Press Agentry, and Media Relations, are explained in the chapter.
This chapter also aims to compare the industry of PR with that of marketing and advertising, explaining the similarities and differences, and the overlapping areas between the three industries. While PR, marketing and advertising are all separate industries, it is also the case that all three can combine in communicating a message to an audience (examples of this can be found in Figure 1.1 on page 13.)
The chapter also looks at the various roles and activities of PR Practitioners, trends within PR, and the skills required to become a PR Practitioner.
I think the key points to remember from this week's readings were the various definitions and how the definitions have evolved over time. This is important so we can understand what the concept of PR is and what it entails. Prior to starting this course, my understanding of PR was that of a spokesperson/advocate role; imparting information on behalf of an organisation to the public. I found Grunig and Hunt's definition of PR very similar to my own: 'management of communication between an organisation and its publics' (1984:6).
The reading made me realise how ignorant I had been to how PR practitioners are perceived, as spin doctors. I have chosen to study this course for a different reason, and perhaps from a different angle of PR; so I can possibly work for the Cancer Council organising fundraisers/charity events. I do not see myself in any kind of 'spin doctor' role - I prefer to be honest. Do you all think this is realistic, or am I kidding myself?!
At the conclusion of the chapter, I found it interesting to read the career paths of four PR students, some of whom combined their PR degree with another degree, and their current roles within the PR industry.
I have posted a comment on http://www.cmns1290michaelavirgara.blogspot.com
References
Johnson, J. & Zawawi, C. (2004) Public Relations Theory and Practice. Crows Nest:Allen&Unwin
This chapter also aims to compare the industry of PR with that of marketing and advertising, explaining the similarities and differences, and the overlapping areas between the three industries. While PR, marketing and advertising are all separate industries, it is also the case that all three can combine in communicating a message to an audience (examples of this can be found in Figure 1.1 on page 13.)
The chapter also looks at the various roles and activities of PR Practitioners, trends within PR, and the skills required to become a PR Practitioner.
I think the key points to remember from this week's readings were the various definitions and how the definitions have evolved over time. This is important so we can understand what the concept of PR is and what it entails. Prior to starting this course, my understanding of PR was that of a spokesperson/advocate role; imparting information on behalf of an organisation to the public. I found Grunig and Hunt's definition of PR very similar to my own: 'management of communication between an organisation and its publics' (1984:6).
The reading made me realise how ignorant I had been to how PR practitioners are perceived, as spin doctors. I have chosen to study this course for a different reason, and perhaps from a different angle of PR; so I can possibly work for the Cancer Council organising fundraisers/charity events. I do not see myself in any kind of 'spin doctor' role - I prefer to be honest. Do you all think this is realistic, or am I kidding myself?!
At the conclusion of the chapter, I found it interesting to read the career paths of four PR students, some of whom combined their PR degree with another degree, and their current roles within the PR industry.
I have posted a comment on http://www.cmns1290michaelavirgara.blogspot.com
References
Johnson, J. & Zawawi, C. (2004) Public Relations Theory and Practice. Crows Nest:Allen&Unwin
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