Journal Resume: 135120207121014

This is a summary of the journals “What is the role of public relation theory?”  by Reginald Watt and “What should public relations theory do, practically speaking?” by George Cheney and Lars Thøger Christensen.

In the first journals, Watts begin with the assumption that public relation is a scientific discipline. In a specific job we must have a proper basic theory as a foundation to do something. One of his senior was confronted it because they thought that public relation is all about feeling. Nevertheless he remains committed to his opinion.

Watt says that the absence of a clear theoretical base, all aspects will only be based on the perspective or point of view. To influence the client in order to receive advice that we give, we have to be a professional with knowledge based on research

The role of public relations theory to be conveyed in this journal is to separate it from other scientific disciplines, particularly at the skill level strategies such as advertising agencies, marketing consultants, etc. We must critically separate the elements that are relevant and apply it coherently with our professional practice.

The second journal talks about the issues of public relations theory and practice. Basic problem of public relations is the negative reputation from the viewpoint of netizens and academics. In addition Public Relation must define and redefine itself as a set of practices, so it will be not integrated with advertising and marketing. In this journal, Cheney and Christensen give some crucial questions relating to public relations theorist and practice. Questions include identity / image, organizational culture, modes of representation, advocacy, audiences, dialogue in idealism and practice, and social engagement.

One example of a case relating to public relations is a case of AirAsia. Since missing the AirAsia sprightly give sympathetic response. This is done directly by the supreme leader of airlines which have had a good reputation - both in terms of safety and punctuality - that Tony Fernandes, CEO of AirAsia.  Following information on the crash, Air Asia Group CEO, Tony Fernandes immediately took to Twitter for updates on the plane. Reactions to the outpouring of positive messages relayed on the social media platform by Fernandes was immediate. Moreover, the constant updates from Air Asia’s corporate head itself surely diffuses unwarranted rumours from forming (Creativeparamedics, 2015). This indicates that the AirAsia wants to retain its identity in society as a responsible corporate citizen in order to remain credible in the future.

Bibliography

Cheney, G., & Christensen, L.T. (2006). DEBATE PAPER: What Should Public Relations Theory Do, Practically Speaking?. Journal of Communication Management, 10 (1), 100-102. DOI: 10.1108/13632540610646418

Creativeparamedics. (2015). Air Asia: Getting it right when something goes wrong. Retrieved September 13, 2015, from http://www.creativeparamedics.com/air-asia-getting-it-right-when-something-goes-wrong/

Watts, R. (2006). DEBATE PAPER: What is The Role of Public Relation Theory?. Journal of Communication Management, 10 (1), 103-106. DOI: 10.1108/13632540610646427

Name: I Made Alit Diatmika Putra

NIM: 135120207121014