Week 3 Reading

'Theoretical Perspecitives' in Public Relations: Theory and Practice, Edited by Jane Johnston and Clara Zawawi

'Public Relations Research at the Crossroads' in Journal of Public Relations by K, Gower

I think the key points to remember from this week's readings were...

The key points from the Johnston and Zawawi reading was that there are a variety of different theories and these can be utlised to positive effect in the public relations industry. The first theory is Agenda Setting, where public relations officers attempt to attact positive attention in an attempt to get their audience to think positively about their organisation or product etc. General systems theory relates to either open or closed systems, taking into account external or only internal experiences. These systems can be used by PR practitioners to understand how it communicates within the organisation and its publics. Semiotics help PR practitioners to understand how the use of signs and symbols can communicate certain messages and these can be positive or negative, intentional or not. Critical theory concerns how certain powerful players influence and affect the public, and whether this impinges on democracy. The next theory is Grunig and Hunt's four models these are the Press Agentry, Public Information, Two-Way Asymmetric and Two-Way Symmetric. There was also the rhetorical theory, relationship management, social learning theory and situational theory.

The key points from the Gower reading challenges the previous theories regarding public relations as well as exploring how these theories can be improved and applied to the present.

The readings made me think more about public relations theory/practice in that

The 'Theoretical Perspectives' chapter and the Gower reading made me think more about public relations theory as this was the focus of the readings. The Johnston and Zawawi reading explained the theories surrounding public relations and how these can be used to your advantage. And the Gower reading examined these theories and how the public relations industry can use these theories to improve and move forward.