Week 3

The reading from “Public Relations: Theory And Practice” this week focused on theories and models relating to public relations practice. Some of these theories are exactly the same as general theories of communication I learnt in Intro to Communications e.g. Agenda setting, semiotics, and the theories of Habermas.
A theory I found informative was General Systems theory. When I first thought of public relations, I only had an understanding of the ‘open’ system. Though I feel this theory is a little simplistic, it allows for all areas and disciplines within public relations and explains the communication processes involved.
Grunig’s models and the ‘symmetrical debate’ was interesting, and I feel that the criticism of two-way symmetrical model is valid in a practical sense. The model is valid as an ideal and as a goal for public relations practitioners to achieve ‘excellence’, but I believe that the model does not work realistically, or at least not very often. Leitch and Neilson (1997) on page 55 make an example of the unlikelihood of symmetrical interaction between a large company and the unskilled public of a developing country, which I think is a just criticism.
The second reading further explores the two-way symmetrical model. Gower affirms that the model has “underlying assumptions that are under criticism” and that we should embrace new theories, using the existing theories as points to work from.

I think that the key points from these readings were:
- PR theories are different and controversial, and can be combined in practice.
- Theories are effective as ideals
- The two-way symmetrical model is the most ethically sound, but is still contested because PR is such a complex discipline.

The readings made me think more about public relations theory/practice in that:
- It is a far more complex process that I originally thought, with many different levels of communication occurring simultaneously
- The relationship between theory and practice will not always fit, as in most areas.

Week 2

During the first PR tutorial, I have come to realise how broad PR is and the many different career paths it can lead to. The many different responses from students about why they are doing the course led me to think about what I hope to gain from it. I am interested in combining my skills in design with PR - designing brouchures, posters etc.
The readings back up the idea that PR has a lot of variety. In 'Public Relations: Theory and Practice', the definition of PR is hazy with many different opinions on what it really is. It does outline the two main roles of public relations practitioners - technicians and problem solvers. The role of technician interests me more, though they hold "lower positions within organisations".
I think the key points to remember from this weeks readings are that

• PR is not about what you may first think
• Communication is an essential skill for PR practitioners.
• Public Relations has a wide range of areas to work within