Week 2 - Public Relations Theory

"To think theoretically is to use a set of assumptions about how the world works in order to be able to predict and make conclusions about what happens." This means that an extensive amount of social understanding is necessary to make decisions regarding public relations. If, as a PR practitioner, you want to create a positive image for your client, you need to understand the way the general public will react.
Grunig's four models approach to public relations provides an explanation of the development of public relations to it's current practice.
Model 1, Press agentry, is associated with getting attetion for the client at any cost. Employed primarily by celebrities and left-wing organisations, it is most commonly known to the general public as 'publicity stunts'. Although this model has a high rate of negative return, it works to do just as it says, to gain the attention of the public by means of a stunt. For example, environmentalists chaining themselves to trees to prevent logging is a publicity stunt. This model relies heavily on media attention for it's success, and usually will be undertaken in a place that has a high population density, like on the sidewalk of a main road. Press agentry is one of the most crude forms of public relations.
Model 2, public information, is aimed at giving the population accurate information, without attempting to influnce opinions. This model is most commonly employed by the public sector and non-profit organisations. For example, the impartial results of a sports match would be classed as public information. This is a more noble model of public relations, but usually has no distinguishable benefit for the client.
Model 3, two-way asymmetric, is one of the most commonly employed models of public relations. It is basically aimed at 'selling' the client. This model tel the public what to think, and is highly effective to the wider community. An example of this model basic advertising, like the 'Enjoy Coca-Cola' campaign. This line alone tells the population what to do and think.
Model 4, two-way symmetric, is the most effective model. This model works on the basis that the client and the public give each other information and a compromise is reached which will generally advantage both parties. For example, companies taking surveys to enhance sales is two-way symmetric, because the company gains information about the population's requirements and the population benefits. Another example of this model is corporate sponsorship. The population is more likely to buy from the shop that sponsors their child's football team - the shop sponsors the team, and in return, the parents shop there. This is the most effective form of public relations because studies show that ethics are an important factor in public relations.

What is Public Relations?

I first remember coming across the term "PR" several years ago when watching neighbours. I remember that Flick wanted to do PR at uni and was despairing because her UAI wasn't high enough. Instead she was offered a job in "Public Relations" which involved her parading around corporate parties wearing barely any clothes, serving drinks to clients. I think the idea was to provide an appealing impression for possible clients. She was told by her boss that she didn't need a degree to become a PR officer, all she needed was the right attitude. At the time I thought that parading around half-naked wasn't a very positive attitude to have, and this is one of the most common misconceptions about Public Relations - that all the job entails is parties and cocktails. Chapter 1 of Public Relations, Theory and Practice, clarified my understanding of PR as an occupation. Far from parties and cocktails, PR is a lot of hard work to provide a postive image and reputation for a company, organisation or person.
I especially appreciate Don Barnes' four points of public relations practioners' functions as being:
1. to advise management on policy and its effect on public relations;
2. to channel and coordinate within an orgainisation the activities that affect public relations;
3. to provide the mechanics for explaining an organisation and its policies to its various publics through communications media;
4. to ascertain and explain to management what various publics think about the organisation.