Sunday, July 29, 2007
Week 3 - Comments
This week i commented on John Hanlens blog, it gave a good overview of chapter 1 of the text. you can find his blog and my comment here
Week 3
Public Relations Research at the Crossroads
Gower (2006) Public Relations Research at the Crossroads, Journal of Public Relations Research, pp.177-190
I found this article really interesting and informative about contemporary public relations. The authors thoughts regarding the direction and future of the field were particularly engaging especially recommendations for the development of public relations theory to match the changing environment.
The article sets out to define contemporary public relations and in doing so advises the future development of theories to adapt to the changing world of the field. But more specifically the article attempts to discern WHY we practice public relations. It argues that while the two-way symmetrical communication is how we should practice public relations it along with the PR literature does not provide a rationale for why an organisation engages in public relations and therefore theorists should adapt a definition to encompass why public relations is important in the contemporary corporate world.
The article states that the latest trend in public relations is for practitioners to report to the legal department. Gower argues that who we report to is important because who defines our role determines how public relations will be practised. I found this argument particularly interesting and can see Gower’s point of view. And from this point on the article questions different ideals that attempt to answer what the role is of the public relations practitioner.
Another aspect of this article that I found interesting was the inclusion (-even if it was only a small part of the article)- of globalisation. Gower states “a global approach is needed because everything is becoming globalised. This is particularly important in today’s integrated society and should be addressed in future public relations literature. The effects of globalisation will be significant and should be examined in order to attempt to determine the future of the field.
My understanding of this article was complemented by the additional weekly readings – chapter 3 “Theoretical Perspectives”. This chapter outlined the various theories that relate to public relations practices.
It forced the reader to consider the effect and influence that public relations practitioners can have on the media evident through the explanation of agenda setting theory.
The combination of both readings clarified that theories are simply the set of assumptions about how the world works so that we can predict and make conclusions. And while public relations theorists have developed and borrowed theories from other disciplines – we need to consider the current and future environment to realise our purpose and maximise our full potential in the corporate world.
Gower (2006) Public Relations Research at the Crossroads, Journal of Public Relations Research, pp.177-190
I found this article really interesting and informative about contemporary public relations. The authors thoughts regarding the direction and future of the field were particularly engaging especially recommendations for the development of public relations theory to match the changing environment.
The article sets out to define contemporary public relations and in doing so advises the future development of theories to adapt to the changing world of the field. But more specifically the article attempts to discern WHY we practice public relations. It argues that while the two-way symmetrical communication is how we should practice public relations it along with the PR literature does not provide a rationale for why an organisation engages in public relations and therefore theorists should adapt a definition to encompass why public relations is important in the contemporary corporate world.
The article states that the latest trend in public relations is for practitioners to report to the legal department. Gower argues that who we report to is important because who defines our role determines how public relations will be practised. I found this argument particularly interesting and can see Gower’s point of view. And from this point on the article questions different ideals that attempt to answer what the role is of the public relations practitioner.
Another aspect of this article that I found interesting was the inclusion (-even if it was only a small part of the article)- of globalisation. Gower states “a global approach is needed because everything is becoming globalised. This is particularly important in today’s integrated society and should be addressed in future public relations literature. The effects of globalisation will be significant and should be examined in order to attempt to determine the future of the field.
My understanding of this article was complemented by the additional weekly readings – chapter 3 “Theoretical Perspectives”. This chapter outlined the various theories that relate to public relations practices.
It forced the reader to consider the effect and influence that public relations practitioners can have on the media evident through the explanation of agenda setting theory.
The combination of both readings clarified that theories are simply the set of assumptions about how the world works so that we can predict and make conclusions. And while public relations theorists have developed and borrowed theories from other disciplines – we need to consider the current and future environment to realise our purpose and maximise our full potential in the corporate world.
WEEK 2
Blog 1: Week 2 Chapter 1 and 2, Public Relations: theory and practice, Johnston and Zawawi (2004)
These readings provided a good outline of what to expect from the field of public relations. The opening chapters of the text book set out to establish the broad field of PR where students can pursue careers in various arenas, where both the role and function of the practitioner can vary greatly. The text emphasises that public relations is not “spin doctoring”, nor should it be confused with marketing or advertising it is however the management of communication and relationships to develop image and reputation. As Chapter 2 establishes the field developed within the entertainment profession where PR practioners were known as press agents. However as the field developed public relation practioners were increasingly wanted by many areas, including business and politics.
The text gives the reader an insight into the various aspects of the daily activities, roles and functions of a public relations practitioner, and demonstrated their relationship with it’s publics – be it internal or external, and the mass media.
Johnston and Zawawi (2004) clarify the differences between public relations, marketing and advertising. A clarification that is useful when determining the parameters of each profession in society and the organisation. It is important to note that marketing has a profit focus, and advertising is the means that marketers send this message. Both fields are linked to public relations however each have distinctly different roles and functions.
The text highlighted the various areas of public relations and it was a useful tool as it advised students of practical methods of study to further their future careers – as well as listing the various skills and techniques that are useful while pursuing this as a career. For instance the advice of taking a combined degree was particularly useful and would be beneficial graduates in that they will increase their options and appeal to employers at the conclusion of their degree. As well as doing this the text also outlined the broad areas that the field may take you.
Chapter 2 increased the reader’s knowledge of the field in that it developed the history of public relations in Australia. It was interesting to see how the field developed, and became an important aspect of the Australian business, political and entertainment areas. This only served to develop key concepts and ideas generated in the first chapter and increase the reader’s understanding of the field of public relations.
These readings provided a good outline of what to expect from the field of public relations. The opening chapters of the text book set out to establish the broad field of PR where students can pursue careers in various arenas, where both the role and function of the practitioner can vary greatly. The text emphasises that public relations is not “spin doctoring”, nor should it be confused with marketing or advertising it is however the management of communication and relationships to develop image and reputation. As Chapter 2 establishes the field developed within the entertainment profession where PR practioners were known as press agents. However as the field developed public relation practioners were increasingly wanted by many areas, including business and politics.
The text gives the reader an insight into the various aspects of the daily activities, roles and functions of a public relations practitioner, and demonstrated their relationship with it’s publics – be it internal or external, and the mass media.
Johnston and Zawawi (2004) clarify the differences between public relations, marketing and advertising. A clarification that is useful when determining the parameters of each profession in society and the organisation. It is important to note that marketing has a profit focus, and advertising is the means that marketers send this message. Both fields are linked to public relations however each have distinctly different roles and functions.
The text highlighted the various areas of public relations and it was a useful tool as it advised students of practical methods of study to further their future careers – as well as listing the various skills and techniques that are useful while pursuing this as a career. For instance the advice of taking a combined degree was particularly useful and would be beneficial graduates in that they will increase their options and appeal to employers at the conclusion of their degree. As well as doing this the text also outlined the broad areas that the field may take you.
Chapter 2 increased the reader’s knowledge of the field in that it developed the history of public relations in Australia. It was interesting to see how the field developed, and became an important aspect of the Australian business, political and entertainment areas. This only served to develop key concepts and ideas generated in the first chapter and increase the reader’s understanding of the field of public relations.
Sunday, July 22, 2007
Introduction to Public Relations
This is my Introduction to Public Relations blog where i will express my thoughts and key points regarding the text and readings over the next semester. I am currently studying social science and taking this course as an elective however i would like to transfer into a bachelor of communications - we might just see how this semester goes first.
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