I think the key points to remember from this week's readings were the four models, press agentry/publicity, public information, two-way asymmetrical, and two-way symmetrical, reflect a linear and progressive approach to history in which the practice becomes increasingly more professional and ethical.
The readings made me think more about public relations theory and practice in a way that although the theories mentioned above are important especially the two-way symmetrical communication theory which is stood strong even now after surviving rounds of debates from public relations scholars. From the article on Public Relations Research at the Crossroads in Journal of Public Relations Research. 18(2), 177-190 by Gower, K (2006) said that two-way symmetrical communication, in its various formulations, has a strong body of knowledge that its values clearly resonate with public relations scholars, and those values will no doubt remain stable as the present theoretical debates build and continue.
Debatable, the two-way communication theory does have its fluxes. In the debates, there are underlying assumptions that are under criticism from a variety of perspectives, such as postmodernism, critical/cultural, and international. Although that might make our paths unclear and confusing, yet this may also be viewed as an opportunity to move forward onto divergent paths to embrace new ideas, new methodologies, and new theoretical approaches.
Not everything will work. Not everything will be worth adopting or saving. Yes, but it is the effort and learning from the failure that counts.
Bibliography:
Gower, K (2006) Public Relations Research at the Crossroads in Journal of Public Relations Research. 18 (2), 177-190.
The readings made me think more about public relations theory and practice in a way that although the theories mentioned above are important especially the two-way symmetrical communication theory which is stood strong even now after surviving rounds of debates from public relations scholars. From the article on Public Relations Research at the Crossroads in Journal of Public Relations Research. 18(2), 177-190 by Gower, K (2006) said that two-way symmetrical communication, in its various formulations, has a strong body of knowledge that its values clearly resonate with public relations scholars, and those values will no doubt remain stable as the present theoretical debates build and continue.
Debatable, the two-way communication theory does have its fluxes. In the debates, there are underlying assumptions that are under criticism from a variety of perspectives, such as postmodernism, critical/cultural, and international. Although that might make our paths unclear and confusing, yet this may also be viewed as an opportunity to move forward onto divergent paths to embrace new ideas, new methodologies, and new theoretical approaches.
Not everything will work. Not everything will be worth adopting or saving. Yes, but it is the effort and learning from the failure that counts.
Bibliography:
Gower, K (2006) Public Relations Research at the Crossroads in Journal of Public Relations Research. 18 (2), 177-190.
1 comment:
The four models are something like a guidance for PR practitioners. I agree with you that the two-way communication theory has it's fair share of problems. And to link with the SARS crisis, there's this part of the government telling the sick to seek help but we get some coughing uncle with the virus running on the streets and passing the virus to anyone.
And yes, not everything will work but there's bound to be chance that the models can act as a 'teacher' for future PR crisis.
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