Download - Week 2: Public Relations History and Theory
Week 2:Public Relations History and Theory
MCC107 Introduction to Public Relations
A brief history lesson
• PR is not a new discipline. It’s origins span as far back as Ancient Egypt and beyond.
• One view is that Ancient Greecian rhetorical theory, the cornerstone of persuasion and the basis of Aristotle’s work 2000 years ago, was the beginning of modern day PR.
• This view is supported by modern day rhetorical and critical PR theorists such as Robert Heath.
• PR, public speaking and the art of oratory have often been linked.
Why theory?
• To reflect on public relations practice
• To ‘deconstruct’ public relations• To develop public relations as an ethical profession
Grunig & Hunt’s four models (1984)
Press agentry/ publicity
Public information
2-way asymmetric
2-way symmetric
‘Excellent’ Public Relations
Propaganda Journalism
Asymmetrical Symmetrical
Craft PR
Professional PR
Press agentry Public information
2-way asymmetric
2-way symmetric
Limitations
• Suggests progressive, developmental hierarchy
• Focuses on organisational PR• Ignores contextual/environmental factors• Ignores power (particularly in assumption of symmetry)
• Ignores international contexts – culture, politics etc
Asian approaches to public relations
• Attempt to adapt Grunig & Hunt’s four models
• Develop additional models: personal influence, cultural interpreter
• Argue the need to take social and political factors into account
• Theorists include Krishnamurthy Sriramesh
Rhetorical theory
• Considers how the role of public relations as persuasive discourse
• Suggests dialogical relationship• Allows consideration of written
texts/language use, and of ethics• Theorists include Steve Mackey,
Robert Heath & Anne Surma
Critical theory
• Highlights influence of power in communication
• Critiques social, institutional, political & corporate structures
• Seeks social change• Theorists include D. Holtzhausen,
Kay Weaver & Jacqui L’Etang
Law
• Tension between legal and public relations roles
• Defamation – anything damaging to someone’s reputation which is published or broadcast to a third person
• Contempt of court – comment on anything before the courts
Ethics
www.pria.com.au
• Ethics is about values• Code of ethics is not enforceable• Industry needs ongoing education programs
Propaganda and Public Relations
• Propaganda: unacceptable manipulation of public opinion
•www.prwatch.org•www.spinwatch.org• Media Watch, ABC TV
Public relations vs marketing
Customer/ employee research
Corporate advertising
Image/ reputation
Market assessment
Customer segmentation
Customer relations
Product development
Advertising
Sales
Publications
Media relations
Community relations
Issues management
Lobbying
Social investments
Role of the writer
• ‘to communicate with the public’ (Newsom & Carrell 2001:7)
• PR writers need to understand publics, channels of communication, and organisation
• Publics are different from markets, audiences
Public relations activities
• Public affairs• Lobbying• Community relations• Media relations• Internal communication• Sponsorship/CSR• Event management
Further reading
Grunig, J & Hunt,T. 1984. Managing Public Relations. Orlando, FL:Holt, Rinehart & Winston.
Grunig, L., Grunig, J. & Dozier, D. 2002. Excellent Public Relations and Effective Organizations. Mahwah, NJ: Lawrence Erlbaum Assoc
Further reading II
Mackey, S. 2003. Changing vistas in public relations theory. PRism, 1. available http://praxis.massey.ac.nz/vista.html (accessed 30/7/06)
Handouts in tutorials
1. Weekly grammar exercises