A Resume of The Journal “An Open-System Approach to Building Theory in Public Relations” Dea Cindy-135120207121003

Name: Dea Cindy Paramitha Sariputri

NIM: 135120207121003

Class: I-5, Communication Science   University of Brawijaya

A Resume of  The Journal “An Open-System Approach to Building Theory in Public Relations”

Glen M. Broom

            After i read, studied, and tried to understand the content of the discussion of this journal. I wrote this paper as my summary of these journal. In this journal, Glen M. Broom as an author discussed about the theory construction in public relations.

            What is the definition or the understanding of theory construction? What is theory construction talked or discussed about?

According to Berger and Luckman in the journal “Implementasi Teori Konstruksi Sosial dalam Penelitian Public Relations”, theory construction discussed about the relationship between human thought and the social context where thoughts arise, evolve, and institutionalized. They are argued that, the reality is socially constructed, so that, sociology of knowledge must analyze the process of it. In this theory, human is seen as the creator of objective social reality through the process of externalization, as the objective reality of human influence back through the internalization process (which reflect the subjective reality). (Yuningsih, 2005).

            Theory contruction is a scientific process, period and required to build and test theory (Broom, 2006). The purpose is to to eliminate ambiguity on the topic at the hand to build PR theory, by more rigorous science and search more open for the concept and theoretical framework. In early stages, building theory is provide a foundation for a combination between profession and practice. As a students, scholar or practitioners we are obligated to do research and publish our findings in ways that convince in the integrity of that foundation of public relations.

According to John E. Marshton, Public Relations is planned, persuasive communication designed to influence significant public (Kriyantono, 2008, p. 4).

The open system approach in Public Relations reach over the limited literature and paradigms but requires a transparency on how the research is done.

            The process of build a theory is begin when the researcher select some concept from practice and must viewed by practitioners is important. In the research, practitioners are seen as doer or actors. That is how the focal concept is choosen and begin to build. Then the writer talk about defining the focal concept, which is begin by identify and define the various roles in a research that did by pratitioners. We also broaden our search to add some literature and roles that relevant with public relations. In defining focal concept, the writer also explain the concept analysis process of an open-system model.

There are eight process: first is select a concept of interest, is about what is the most thing that interests you. Second is determine purpose, after you picked something interesting then you have to develop an operational definition. Third is dentify how the concept has been defined and used, it means we have to find as many sources as we can. Fourth is determine defining attributes, is about create criteria to build operatioal definition. Fifth is create a model case, we have to understand about our focal concept. Sixth, create related and different cases, objective. And the last is build theory around the focal concept. Concepts are buliding blocks theory, the quality of theory building in public relations depends on the soundness of the concepts used in the construction (Broom, 2006).

In validating the concept, the plan of the research is to manage role  as experimental tendance in cpntrolled environment. The purpose is to build theory around focal concept of public relations role. In explain the concept, is done by operationalize the role as quistionaire item to measure the degree to which each that valid in practice. Factor analysis provide empirical evidence to guide and confirm that each item is loaded on the same role factor. We have to remember that there is no single true of operational dfinition of a concept and how we measure variable depend on method that  we used. Building theory in the open-system model, it was the open system approach to explore a literatture that produce a long term stream of public relations research. To be successful in build a research requires large investment in conceptual development during the early stage of the research career. Yet another in building theory, it’s require the objective, systematic, and controlled gathering data to test hypothesis from theoritical proportion.

Nowadays, we turn inward to our own publications for theoritical methodollogical guidance. So in long term, we won’t work to our advantages only, but also to inform and create connection of our work in communication and human behaviours at all systems.

In my opinion, the understanding of  Open System Approach to Building Theory in Public Relations is still hard to understand. In other word still confusing. Therefore, The public relations scholars/experts have to make an explanation of these topic is easily to understood by the public, especially for students who take the course of public relations.

References:

           

Broom, G. M. (2006). An open-system approach to building theory in public relations. Journal of Public Relations Research, 18 (2), 141-150.

Kriyantono, R. (2008). Public relations writing: Teknik produksi media public relations dan publisitas korporat (2nd ed). Jakarta: Kencana Prenada Media Group.

Yuningsih, A. (2006). Implementasi teori konstruksi sosial dalam penelitian public relations. Mediator, 7 (1), 59-70.