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.
3 comments:
Well Felicity, you certainly read your readings. You focused almost entirely on the Gower article, but I can see why.
I agree with your comments on Globalisation. Although not explored further in the article, the points that Gower raised are quite pertinent and in my opinion accurate.
Also, the point Gower makes that "who defines our role determines how public relations will be practised" stood out to me as well.
You gave an in-depth description of your impression of both the article and the chapter, and reading actually reiterated the issues and helped me getter better grasp on the content. I agree with your stance on all of Gower's points that you mentioned, and you made your thoughts clear and distinct.
Well done, and thanks for helping me understand!
-John...
I really appreciated that rather focus on how public relations is practices you emphasised on the why it is practiced.
Your interpretations for this week have made me second think the readings and get a firmer grasp on them.
I found it interesting, the point made on globalisation.
However, really can all PR be globalised? Would we even want it to be?
Otherwise, I agree with all the points you concurred with Gower.
Glad to see where all on the same boat!
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