Week 3.

This week we were required to read chapter 3, 'Theoretical Perspectives,' in Public relations: Theory and practice. (2004).
This reading was very helpful, as it clearly discusses the variety of theories related to public relations practices.

The agenda setting theory really interested me because it reinforced my preconceived belief, that the media do not tell us what to think, but they do influence how we interpret issues.

Therefore, this section of the chapter made me think more about public relations practice because it explained that PR practitioners have immense influence on how events or people are presented within the media. I also learnt within this chapter that they do this by either presenting information that prioritises an issue or alternatively, omiting information to play down stories which may present a negative image of the issue/company the PR practitioner is represently. Consequently, agenda setting used by PR practitioners can determine public opinion.

I believe that the key point to remember from this chapter however, is the models approach taken by Grunig and Hunt to theorise public relations.

There are four models. These are: Press agentry, ( I particularly liked the example of publicity-seeking by Richard Branson because it clarified the concept of this model, and after reading this chapter, I saw another stunt conducted by Branson on channel Ten evening news.)

Public information : its purpose being to disseminate truthful information, usually it is one way.

Two-way asymmetric: two way public relations work which is biased to propaganding the organisation's view.

And finally, Two- way symmetric: Grunig and Hunt's ideal model of public relations. Public's views are as respected as those of the organisation's sponsoring the PR work.

This week I was also required to read 'Public Relations, Research at the Crossroads,' (Gower, 2006). This further discussed the two-way symmetrical model of communication. The key points within this article that I believe are important to remember are that there is deliberation over the level equality that is said to be evident within this model.

Gower (2006) notes that according to Durham,(2005) the two-way symmetric model is a functional approach to public relations in that it focuses on how public relations functions in organisations. For example, everyone's attitudes are taken into account.
Curtain and Gaither (2005) however, note within this article that this model incorrectly assumes that the organisation and public have equal power,
that is, they have equal skills and resources to represent themselves in the public
discourse.

I think the point made by Curtain and Gaither is remarkable as it made me think about this model in a totally different light. This was because although this model is said to be based on the theory that the public's views can be represented and respected as much as those of the organisation's sponsoring the PR work, this statement questions this.
For example, the government runs education campaigns persuading us to gain university degrees, yet they make us pay large sums of money for them. How important are our views and opinions to the government? The prices have not lowered, as we have no control over this. How can our views be considered symmetrical?

Another week down and MUCH MORE LEARNT!

Note: This week I critiqued Alex Norman's blog and then replied to a comment she gave me.
References: Gower, K. (2006). Public relations research at the crossroads. In Journal of Public Relations Research. 18(2), (pp 177-190).
Mackey, S. (2004). Theoretical perspectives. In Johnston, J., & Zawawi, C. (Eds.) Public relations: Theory and practice. (2nd ed).(pp. 43-71). Crows Nest: Allen & Unwin.