Assignmentpr2 : Rintasari Mandala Putri (125120207121016)

My argument: PR must relate theory and practice in order to overcome the communication management in all aspects

Systems theory is very useful in public relations because it provides a way to think about the relationship. In general, the system regards this theory as a container organization created by the interrelated parts, which can adapt and adjust to changes in the political, economic, and social environment in which the organization operates.

A further intellectual integration in which communication study would merge with anthropology, psychology, sociology, economics, and political science—and perhaps other disciplines—to form a science of human behavior. Schramm expected that communication study would lead this drive toward unification … of all behavioral sciences around a communication core. (Schramm, in  Glen M. Broom 2006, p. 149)

in the journal entitled An Open-System Approach to Building Theory in Public Relations the author explains that the PR requires an open system so that the authors analyze the data related to the theory and practice and the author was began from choosing,defining,validating and explicating the focal concept. states that public relations is a management function that assesses public nature, identify policies and procedures of an individual or organization for the sake of public interest and to plan and implement a program of activities to gain understanding and public support.

Part of important theories that have been developed in the field of public relations is linked to the role of public relations practitioners in the life of the organization. Most of this role is a managerial role; and partly related to marketing. Role is a collection of daily activities carried out by someone. Glen Broom and David Dozier have examined the role of public relations for 20 years.

            In research on public relations activities, there are two major roles that consistently appear in public relations activities; the role of technicians and managers. Role as an engineer representing the art of public relations; write, edit, take photos, handle communications products, create special events, and make telephone contact with the media. Role as managers focus on activities that assist organizations in identifying and solving problems related to public relations.

for example in the planning process of public relations in the marketing activities of the first is to determine the beneficiaries further define objective, then continue to define the message to be conveyed and the format and then perform the implementation and evaluation. here I'll give you an example case in opposition to the movement L'oreal experimentation conducted on rabbits for example. many people at the time found a lot of data and pictures on the L'oreal cruelty to animals. In one of the website entitled "L'Oreal's Cruel Animal Testing Practices" for example. There are photos of L'Oreal scientists who are injecting certain chemical species in a rabbit that cause infection and irritation of the eyes of rabbits. Mentioned in the website that there is no quick and proper handling of the animals which cause suffering to blindness in these animals. But the PR of L’Oreal give respons about this case L’Oréal is committed to only market products whose safety has been evaluated according to rigorous and ethical protocols. The goal is to prevent consumers from experiencing any adverse effects from the product’s use. Traditionally, the safety assessment of products and ingredients was done by means of animal testing.

However, since the 1980s, L’Oréal believes that the future of safety evaluation lies in the development of alternative, “predictive” strategies. This approach is built on the substantial scientific progress being made in the fields of reconstructed skin models, molecular modeling and also high-performance data processing. It allows us to exploit all of the data that the Group has been accumulated over the course of a century, representing over 50 000 ingredients.

These new strategies and the considerable research efforts behind them have paid off: in 1989, L’Oréal was able to end all testing of its products on animals, without making our products any less safe. Since March 2013, the Group has taken another decisive step: The Group no longer tests on animal, anywhere in the world, and does not delegate this task to others. An exception could be made if regulatory authorities required it for safety or regulatory purposes. More than 30 years ago L’Oréal chartered a new course that today allows us to innovate for beauty around the world without recourse to animal testing. So L’Oreal ads showing her laboratory activities with Jane Fonda, this is the video:

Reference

Broom, Glen M., 2006, An Open-System Approach to Building Theory in Public Relations, JOURNAL OF PUBLIC RELATIONS RESEARCH, 18(2), 141–150

L'Oréal Recherche & Innovation, 2013, The Question of Animal Testing, Diakses pada21 September 2015, dari http://www.loreal.com/csr-commitments/l%E2%80%99or%C3%A9al-answers/the-question-of-animal-testing