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.
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1 comment:
Kellie I liked the way you have constructed your blog posting for this week. I have learnt a couple of key points from reading your blog. The point your make about the two-way symmetrical communication model not working for all publics is valid as I can think of a number of situations that due to cultural differences some cultures may take offence to a campaign plan or the meaning that was intended was not reached. You also mentioned you think the most effective form of communication is what ever works best for that particular culture. With this point in mind I thinking it would be interesting learn how to use the most effective forms of communication for each culture/country. Good work.
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