Theory and Practice handout - ",1PUBLIC RELATIONS...

Info iconThis preview shows pages 1–3. Sign up to view the full content.

View Full Document Right Arrow Icon

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
This is the end of the preview. Sign up to access the rest of the document.

Unformatted text preview: "--.,,1PUBLIC RELATIONS: THEORY AND PRACTICEPublicrelationsispracticedinthousandsoforganizationsthatrangeintypefromgiant,multinationalconsumer,goodscompaniesto,small,humanserviceagencies.Apublicrelationsdirectorforaneducationalinstitutionmaydevotehisorhereffortstofund-raising-andstudentrecruitment.Ontheotherhand,apublicrelationspractitioneratalargecorporationmayberesponsibleforthefirm'srelationshipswithcustomers,suppliers,investors,andemployees.In the UnitedStates,therearetabout18o~oo(Ypeoplewho claimthemselvespublicrelationspractitioners.Notallcallwhattheydopublicrelations.Manycalltheirworkpublicinformation,publicaffairs,publicity,communcations,andcommunityrelations.Publicrelationspractitionersdosuchavarietyofjobsthatsomescholarsquestionwhetherpublicrelationscanbeconceptualizedasasingleactivity.Thispapershedssomelightontheoryandpracticeofpublicrelations.Themainpurposeistohelpstudentsdevelopabroadperspectiveofpublicrelationssothattheywillbeabletodifferentiatebetweenvariousfunctionsofpublicrelationsintheirfuturecareers.ThepaperaddressesthefollowingfourpublicrelationsmodelsasestablishedbyGrunigandHunt:(1)thepressagent/publicitymodel,(2)thepublicinformationmodel,(3)thetwo-wayasymmetricmodel,and(4)thetwo-waysymmetric.model.Thepublicrelationsmodels,asusedhere;areabstractions.Inscientificusage,amodelisarepresentationofreality.Thehumanmindcannevergraspallofrealityintotal,butitcanisolateandgrasppartsofthatreality.Themindthenusesthosepartsof realitytoconstructideas.Thoseideasmodelreality,althoughtheyalsosimplifyit bynotincludingallof reality.Evenifwecouldobservethebehaviorofeverypublicrelationspractitionerintheworld,westillcouldnotremembereverythingwehadobservedthesepractitionersdoing.Butifweconstructmodelsofpublicrelationsbehaviorbyobservingthemostimportantcomponentsofthatbehavior,thenwecanmakesome'senseoutofthemanydiversecommunicationactivitiesthatwecallpublic~shouldbestressedagainthatthesemodelsaresimplificatio~andsimplificationsarealwaysfalseinpart,becausetheyalwaysleavesomethingout.-2PurposeofPublicRelationsThemodelsdifferinthefunctiontheyprovideforthesponsoringorganizations.Publicrelationsservesasapropagandafunctioninthepressagent/publicitymodel.Practitionersherespreadthefaithoftheorganizationinvolved,oftenthroughincomplete,distorted,orhalf-trueinformation.Forthepublic-informationmodel,thepurposeisthedisseminationofinformation,notnecessarilywithapersuasiveintent.Thepublicrelationspersonfunctionsessentiallyasa'"t"jQumalistinresi~nce,whosejobis\0r~ortobjectivelyinformationabouthisorherorganizationtothepublic.Practitionersofthetwo-wayasymmetricmodelhaveafunctionmorelikethatofthepressagent/publicist,althoughtheirpurposecanbestbedescribedasscientificpersuasion.Theyusewhatisknownfromsocialsciencetheoryandresearchaboutattitudesandbehaviortopersuadepublicstoaccepttheorganization'spointofviewandtobehaveinawaythatsupportstheorganization.Thepressagent/publicist'sattemptsatpersuasion,incontrast,aremoreintuitivethanscientific....
View Full Document

This note was uploaded on 01/13/2011 for the course COM 3523 taught by Professor Levitt during the Spring '10 term at The University of Texas at San Antonio- San Antonio.

Page1 / 6

Theory and Practice handout - ",1PUBLIC RELATIONS...

This preview shows document pages 1 - 3. Sign up to view the full document.

View Full Document Right Arrow Icon
Ask a homework question - tutors are online