- agenda setting: which controls what, where and how a story or issue is placed in a media outlet. Judged according to the agenda of the editor, this technique allows the editor to control and manipulate the priorities of the reader through providing dominant coverage to one issue over another. This can be linked to the clients or relationships between the media personnell and other organisations. I feel that this links closely with gate keeping; defined by Michael O'Shaughnessy and Jane Stadler in their text 'Media and Society - a third edition' as being "the process of controlling what gets involved and whose voices are heard in the media, particularly in the news". (Shaughnessy and Stadler, pg. 460). Public relations administers ensure that their clients advertisement and readings are placed in high priority in dominant media outlets through understanding the process of gate keeping.
- General systems theory: the concept of "closed" and "open" systems. A "closed" system (described by Jane Johnston and Clara Zawawi the sealing off of an organisation from "all external influencing factors") is a ceoncept that is perhaps best applied to the promotion and informing of employees involved in the organisation rather then reaching out to a wide public level. An "open" system, however, involves the outside picture, taking into account the opinions and involvement of the public and groups/organisations outside that particular clients development. Basically, both systems have negative aspects to their methods. A combination of both closed and open public relations would be adequate to forming a successful public relations program that envisages both the outside and inside organisations and personnel.
- semiotics: the study of signs and sign systems. I feel that this theory is particularly important to public relations as it allows practitioners to understand methods of meaning and interpretation in according to advertisement strategies, etc. When a public relations practitioner creates a piece of information (for example a leaflet) the order and construction of the wordage and images is important in creating a particular meaning. This study allows practitioners to understand the reactions of the public eye in response to methods of public relations. The study is about expression and the manipulation of the diverse population to share ideas through images and language connotations.
- Habermas, critical theory and the notion of the 'public sphere': I can not find a link between public relations and a theory that involves freedom of speech and eqaulity. The text does recognise that public relations is often expressed negatively when applied to this theory and i share this view. Public relations works to promote a company or event through prmototion and relationships. Although it does dedicate some research to the approval and opinion of the public, I believe that the profession bases dominantly around the opinion and influence of larger organisations and even the public relation practitioners.
- Grunig's models:
1. Press agentry: involves little research that often leads to false or basic propaganda formed around the concept of advertisement for profit. My understanding that public relation practitioners have moved away from such simple and ineffective methods of practice, yet as shown in the example in the text of Richard Branson's public stunt in promotion of Virgin Mobile, it is evident that such a method continues to be used in this century.
2. Public information: based around the one-way transition of information to the public. An example of such a model can be found in the "Bali bombings: Supporting Western Australian's after the tragedy", sourced from the case studies proposed in the Public Relations Institute of Australia Golden Target Awards website. I identified this case study to suit the methods of this particular model because it bases around the dissemination of information not for personal gain but rather to give aid, support and advice to those that sufferred from the Bali bombings. The ultimate goal of the campaign was to provide contact information for the public so they could contact, access and receive consultation and assisstance.
3. two- way asymmetric: a system that involves a two-way relationship with the public but dominated by the organisation who's public relations practitioners work to prove are correct. An example of this is evident in the campaign for "Elders Rural Bank Launch" which is also sourced from the Public Relations Institute of Australian Golden Target Awards website. The ultimate goal of the public relation practitioners is to gain customers and therefore profit for the organisation. Although a small survey was taken on customer attitude, the focus is not on response but rather the gain through informing. Their purpose of persuasion is especially evident in their campaign goals to inform and gain.
4. two-way symmetric: described in the text as being rare, it involves the balanced relationship of response and informing, one that is not as prominent in public relations campaigns because of the need for personal gain and profit. Although above I had labelled the "Bali Bombings: Supporting Western Australian's after the tragedy" as an example of the public information model, it also achieves recognition in the two-way symmetric model. For example the campaign benefits a two-way relationship between the sufferring of the public and the aid of the organisations. The methods of research are especially closely linked with public opinion, for example scenario testing. The campaign also aimed to develop a mutual understanding between a variety of organisations, even going as far as to develop a relationship and understanding with Australia, accepting their aid.
- The rhetorical theory: i understood this model to be based around radical, free opinion when public relations campaigners use a strong voice to present a particular vision towards an idea or issue.
- The relationship management approach: I feel that this model is based around the focus on relationships between organisations or social groups. For example the relationship between the cancer council organisations and stores selling products such as approved sunscreen. Through identifying and analysing this relationship, public relations practitioners may be able to develop strategies to further their involvement or enhance participation.
These dominant theories are all relevant, and although one may take or seem to take higher priority over another, my interpretation is that public relations practitioners need to understand each model and attempt to apply each to a campaign so as to encourage a specific and adaptable action. The readings made me think more about public relations theory/practice in that they express the diverse methods of public relations and the systems that public relation practitioners in the industry use to gain loyalty and support from the public eye, it's almost like cracking the clam that holds the pearl inside, as you become deeply involved in the pearls colours and textures, you become to understand its' beauty and need.
