First journal:
What is the role of public relation theory? By Reginald Watts
Based on my understanding from what I have
read in the first journal, the writer tries to point out the need of having
theoretical base. There are 3 main points that can be taken from it. The first
is how the people who works in public relation field don’t have the standard in
doing their daily routine and they only move based on their intuition or heart.
As it stated by the writer’s senior practitioner, “you’ve got it all wrong. Public relations is a craft. It is about feel.
You can’t apply quasi-science. You know inside you if it is working or not” (Reginald
Watts, 2006). But the writer believes if you happen to work as public relation
practitioner, its better to apply the theories you have learned when you do the
work as its to avoid the bad image caused by doing the work with the none-use
of the theories and somehow lead to being invaded by other professions. I
believe the public relation field can be invaded by other professions due to
lack of theory-implementation, such as the statement written above about that
theory in public relation is not important but using your feelings in doing so
is. That is why the writer tries to point out the importance of implementing
the theories when you become public relation practitioner to avoid the job
considered as unprofessional profession. Being professional in any kind of
profession’s field is a must in order to get a good image in public and high
credibility. Second is how the recruitment system works in the company, and the
people who’s got the public relation degree is considered ordinary and the same
as others, yet according to the writer those who’s got the public relation
degree has better credibility and ability in public relation itself than others
who don’t. This underestimation comes from the lack of theory-implementation,
which makes people think less of the public relation degree. As they probably
compare what public relation is not like what they think it should be. But the
writer defends it by telling that how it is completely different between those
who’s got the degree and those who don’t, as those who’s got definitely have
the deeper knowledge about it and can’t be compared to those who probably comes
from other degrees. The third is how
public relation’s oftenly got mixed up with the other studies. This happens
because there is no a clear theory base as the public relation’s base to do
things, that is why the public relation theory is needed to clarify the
differentiation between public relation and other studies.
Second Journal: What should public
relations do, practically speaking? By George Cheney & Lars Thoger
Christensen
Based
on my understanding, there are three points that can be taken from this
journal. First is the image of public relation that was deflected by its
history in the two world wars. As it’s written in the journal how public
relation was considered as defensive profession at first and the entire
not-so-smooth journey that followed after. I believe the writers try to point
out the fact that public relation practitioner needs to concern more about
their image due to the past history and perception of society towards its image
as a profession. Second is about the mixed-up between public relation and some
of the other studies, which somehow seems the same like the one from the
previous journal, which this happens due to no clear base as its base to do
things. The third is the 7 questions about how public relation should ideally
behave and its answers about how public relation should actually be.
Conclusion
As what is explained above, public
relation study needs to have a strong root or base in order to reduce the
underestimation that comes from the society towards its own image and
profession’s image so they can get high credibility and gain good image from
whoever they are dealing with or wherever they are working in.
Bibliography:
Watts,
R. (2006). What is the role of public relation theory?. Journal of
Communication Management, 10 (1), 103-105. Doi: 10.1108/13632540610646427
Cheney, G., Christensen, L. T. (2006). What
should public relations theory do, practically speaking?. Journal of
Communication Management, 10 (1), 100-102. Doi: 10.1108/13632540610646418
By:
Putri Dena Ramadhania – 135120207121025
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