An Open-System Approach to Building Theory in Public Relations Resume II

An Open-System Approach to Building
Theory in Public Relations
Glen M. Broom School of Communication
San Diego State University

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In scientific research, the theory is the basis of our research, but it is not enough just based on theory. Scientific studies also require testing of the theory, so it can be said the theory is right or wrong (against the reality). Public Relations science, theory is not developing rapidly. Public Relations theory is limited by the "body of knowledge". But it is necessary for the development of the theory of Public Relations for updating in practice as its foundation.

 

Build theories Public Relations a better in theory and in practice are discussed in this research paper, not create pseudo science that makes the practice into one step. In this research paper, the authors take the experience in constructing a theory to launch new concepts in this Chaffee (1991) called the "focal concept". With the focal concept, expected in the research study of the theory of Public Relations, the researchers can discover new things in theory and practice that growing in accordance with the changing times and technology.

Because of the large overlapping between the job description of the Public Relation, the need for the development of an understanding of the theory of public relations, so it is easy to understand and clearly understand what and how to function according to the Public Relations Public Relations theories that already exist. In defining "Focal Concept", the need for a study that many take the perspective of a follower of study Public Relations.

Society argues that the role of Public Relations as a "consultant" in any field. Which brings us also in the understanding that Public Relations is a "relationship helping", in terms of public relations can be defined to be the concept of "Helping relationship" according to Walker & Avant (1983) and to Chaffee (1991) are, the first select a concept of interest, select a sentence or a general term but can represent. Selecting the term is important, because many people will be easy to understand and know things and phenomena that are possibilities that will happen. 

The second is determine purpose, mean that explain clearly your goal as a Public Relations, functions and whether the task of a public relations within the community. The third is identify how the concept has been defined and used mean that we must looking for other definitions of the concepts in constructing with existing theories, so many references how theory constructed through the concept of implicit and explicit. The fourth is determine defining attributes, that mean selectively choosing definitions that have been obtained in previous studies. The purpose of this step is that the new theory to be constructed more developed and better in development practices that will come. 

In fifth step is create a model case, that mean more representative of the concepts that has been created. In sixth is create related, but different, cases, that mean  This step is used to further an understanding and reading the public mind the concept that we created. With the case study, the public will better understand through the phenomenon will happen in the future. In seventh is develop the measures. Applying the concept that has been created with action. For example we understand the concept that a the function of Public Relations basically just soft selling. So, what we do is how we maintain and create a good corporate image and better. Not sell products, but to sell the company's image. And the latest or eighth step is build theory around the focal concept, that mean build the framework concepts, that can be applied easily and understand the plot. 

With the concept will be awakened by itself theory. The theory will be applied within the scope of the new environment so that it can explore a concept that has been built. Validating the concept aimed to find out whether the concept can be realized theories constructed a real working practices Public Relations. Explicating the concept conducted because understanding of the definitions of different concepts. It is, it does not matter too seriously, but to make that concept true theory realized, despite the success or failure of the concept.

 

Building theory in the open-system model demand that we minded and knowledgeable of how to apply the theoretical concept of Public Relations, so that the theory is able to be understood by people not only in constructing home for a short term effect.

In conclusion, in practice, a concept that constructed must be made with some thoughts from various studies other disciplines, so as to produce theoretical concepts from different perspective. So, that the theoretical concept constructed that can be applied in any field, and should be useful for the long term.

In addition, you can also read other journals. To get the journal please download here  

This journal contains about how the stakeholder theory have long been applied in practice there are PR through three field angle, namely in terms of power, legitimacy, and urgency. Given this new viewpoint, this paper produces a typology of stakeholders.

Bibliography

Broom, G. M. (2006). An Open-System Approach to Building Theory in Public Relations. Journal of Public Relation Research, 18(2), 141–150
Chaffee, S. H. (1991). Communication concepts 1: Explication. Newbury Park, CA: Sage.
Walker, L. O., & Avant, K. C. (1983). Strategies for theory construction in nursing. Norwalk, CT: Appleton-Century-Crofts.
Mitchell, R. K., Agle, B., & Wood, D. J. (1997). Toward A Theory Of Stakeholder Identification And Salience: Defining The Principle Of Who And What Really Counts. Academy of Management Review, 22(4), 853-886. doi: 67.237.190.245