Week 2:Public Relations History and Theory

MCC107 Introduction to Public Relations

A brief history lesson

• PR is not a new discipline. It’s origins span as far back as Ancient Egypt and beyond.

• One view is that Ancient Greecian rhetorical theory, the cornerstone of persuasion and the basis of Aristotle’s work 2000 years ago, was the beginning of modern day PR.

• This view is supported by modern day rhetorical and critical PR theorists such as Robert Heath.

• PR, public speaking and the art of oratory have often been linked.

Why theory?

• To reflect on public relations practice

• To ‘deconstruct’ public relations• To develop public relations as an ethical profession

Grunig & Hunt’s four models (1984)

Press agentry/ publicity

Public information

2-way asymmetric

2-way symmetric

‘Excellent’ Public Relations

Propaganda Journalism

Asymmetrical Symmetrical

Craft PR

Professional PR

Press agentry Public information

2-way asymmetric

2-way symmetric

Limitations

• Suggests progressive, developmental hierarchy

• Focuses on organisational PR• Ignores contextual/environmental factors• Ignores power (particularly in assumption of symmetry)

• Ignores international contexts – culture, politics etc

Asian approaches to public relations

• Attempt to adapt Grunig & Hunt’s four models

• Develop additional models: personal influence, cultural interpreter

• Argue the need to take social and political factors into account

• Theorists include Krishnamurthy Sriramesh

Rhetorical theory

• Considers how the role of public relations as persuasive discourse

• Suggests dialogical relationship• Allows consideration of written

texts/language use, and of ethics• Theorists include Steve Mackey,

Robert Heath & Anne Surma

Critical theory

• Highlights influence of power in communication

• Critiques social, institutional, political & corporate structures

• Seeks social change• Theorists include D. Holtzhausen,

Kay Weaver & Jacqui L’Etang

Law

• Tension between legal and public relations roles

• Defamation – anything damaging to someone’s reputation which is published or broadcast to a third person

• Contempt of court – comment on anything before the courts

Ethics

www.pria.com.au

• Ethics is about values• Code of ethics is not enforceable• Industry needs ongoing education programs

Propaganda and Public Relations

• Propaganda: unacceptable manipulation of public opinion

•www.prwatch.org•www.spinwatch.org• Media Watch, ABC TV

Public relations vs marketing

Customer/ employee research

Corporate advertising

Image/ reputation

Market assessment

Customer segmentation

Customer relations

Product development

Advertising

Sales

Publications

Media relations

Community relations

Issues management

Lobbying

Social investments

Role of the writer

• ‘to communicate with the public’ (Newsom & Carrell 2001:7)

• PR writers need to understand publics, channels of communication, and organisation

• Publics are different from markets, audiences

Public relations activities

• Public affairs• Lobbying• Community relations• Media relations• Internal communication• Sponsorship/CSR• Event management

Further reading

Grunig, J & Hunt,T. 1984. Managing Public Relations. Orlando, FL:Holt, Rinehart & Winston.

Grunig, L., Grunig, J. & Dozier, D. 2002. Excellent Public Relations and Effective Organizations. Mahwah, NJ: Lawrence Erlbaum Assoc

Further reading II

Mackey, S. 2003. Changing vistas in public relations theory. PRism, 1. available http://praxis.massey.ac.nz/vista.html (accessed 30/7/06)

Handouts in tutorials

1. Weekly grammar exercises