MCC107 Introduction to Public Relations
Week 2:
Public
Relations
History and
Theory
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
Craft PR
Press agentry
Journalism
Public
information
Professional PR
Asymmetrical
2-way
asymmetric
Symmetrical
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
Publications
Market assessment
Customer segmentation
Customer relations
Product development
Advertising
Sales
Customer/
employee
research
Corporate
advertising
Image/
reputation
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