Theories of Public Relations

I think the key points to remember from this week's readings were the different theories of public relations, how they differ from each other, and that they are all applicable to PR in different circumstances and situations.

The most accepted and general mainstream PR theory would be the Excellence theory by Grunig and Hunt. It would be worthwhile to note that although Agentry model was the earliest model, it is still in use now, especially for huge launch parties that involves massive coverage by the press. A good term would be to call them publicity stunts. Dissemination of information is quite clear cut, as it is used commonly by the governments and NGOs to create public awareness about an issue, not necessary for profit or gain in anyway, but for the benefit of the public.

The asymmetrical and symmetrical models are the key points in the Excellence theory as it believed to be the best way PR would function, and that most PR would strive to achieve the balance needed. To listen to the public, understand them, find out what they need and require, and if possible, to provide them with what they want.

However, it is not perfect as it has received various criticism and also, there are various other theories thats worth a deeper look such as the situation theory, or the Social Exchange theory, where people in different situations would view an issue different, or be involved in it on different levels, hence their responses would be differing. Social Exchange theory was interesting as it pulls into the human factor, of the individual likes and dislikes, the idea of trust between people, and hence the higher level of trust or advantage towards a person or company, would result in more positive reaction.

Also, i believe that in fashion trends, we can see Social learning theory in work, as women magazines constantly sets the vogue of the season, what is in and trendy, and what belongs to yesterday's fashion. As people read and are influenced, they wish to learn and emulate, especially when it seemed good to them, letting them have an advantage or to blend in together with the present society.

The readings made me think more about public relations theory/practice in that as students or future practitioners, its worthwhile for us to assimilate the information of the various theories, identify them of which areas they are most active in, and where they overlap and influence each other. If we can cross relate various theories, we can theoretically use the strong points of each to create a PR plan that blends the key features with synergy, into a practical and well executed event/project.

I have also realised that since semiotics exists, they carry hidden or associated meanings in all our words or visual images and that can be combined with the other concepts and theory to affect and influence our target audience in whatever we want to do.

For example, SIA has always been associated with the Singapore Girl, the iconic Air Stewardess, which is been practically instilled into the public by means of advertisements, public relations exercise, portraying SIA to be synonymous with their Air Stewardess, giving the meaning the SIA is all about service, and about Singapore.

Likewise an electric guitar is always associated with Rock music, even though it is heavy used in Jazz and country music, due to the amount of images that associate the electric guitar to rock figures/artists/music articles.

I think it has a strong connection to news articles that sets the precedence for people to think about issues that are highlighted in the press, in which journalists themselves would use semiotics (whether knowingly or unknowingly) to convey connections in their articles, attempting to tap onto a common cultural knowledge of the people. An article in the Straits Times today illustrates this fact that in the 1970s and 1980s, people associated buses with long waits, chaotic bus routes, constant breakdowns and delays in the service, which is a rarity nowadays and is to be even rarer in future with the reforms and policy changes that the Ministry of Transport would supposedly make.

My First Entry

There seems to be a wide variety of jobs involved in PR. Apparently there are specialists within the general fields of PR, both in the public and private sector.

PR is widely required for most corporate entities and almost all government organisations.

I think the key points of this week's reading is that PR has its own set of theories, and unsaid rules for people wishing to enter into the PR field. PR people are not spin doctors and is not magic. It is a lot of writing, hard work, and pretty much long hours.

One point that made an impression was that a good public relations person, would not be afraid to do hands-on mundane work, as to build good rapport with other people and not be absorbed in a world of his or her own. One has to be observant, creative, and most of all, helping others whenever it is needed. This is especially crucial as most private public relations companies have a small number of staff and everyone has to do his/her share in the company.

Blogs allow opportunities for people to view and access it from anywhere in the world, making small publications such as this, be to available for others for reading and perhaps to give new insights and generate interests. However, it could be exploited for corporate misuse, which would then be a big lie, that reflects badly on the corporate company, getting the public to be infuriated. Public Relations if not handled well, would tarnish a company's reputation worse than it was initially.