An Open-System Approach to Building
Theory in Public Relations
Glen M. Broom
School of Communication
San Diego State University
This
paper contains my summary about journal An
Open System Approach to Building Theory in Public Relation by Glen M.
Broom. The purpose of this paper is dispel
any ambiguity on the topic at hand building theory in public relations by
return to more rigorous science and a more open search for concepts and
theoretical frameworks in understanding public relation. In this journal the
author explains that theory construction in public relations requires both
scientific methods and openness to conceptual and methodological input from the
larger fields of communication and human behavior. In building a theory of
public relations with an open system approach that is needed is the focal
concept bound practices, concepts and theories of explanation, and the testing of
hypotheses based on data. The methods that used by the author related to the
theory and practice is choosing focal concepts, defining the focal concept,
validating the concept, explicating the concept, and building theory in the
open system model. In choosing the focal concept, the theory-building process
begins most effectively when the researcher selects a concept derived from the
practice and viewed by practitioners as important. To borrow the term, this is
what Chaffee (1991) called the “focal concept” (pp. 14–15). Not only does this
approach give researchers a good reason and motivation for the research, but it
also tends to increase the interest of people in practice that are critical to
the work and yet perhaps an important participant in completing the research.
In defining the focal concept explain the first step in the research process
was to identify and define the various roles enacted by practitioners. As a
practitioners in forming concepts need to use measure such as analyzing thus
forming a correct theory in research. Then the next step is explicating the
concept means continue the concept explication process by operationalizing the
roles as questionnaire items to measure the degree to which each was being
enacted in practice. Using the defining attributes identified in the concept
analysis, one must carefully craft and refine questionnaire items that capture
the true qualities of the concept (validity) in consistent and precise ways
(reliability) (Broom,2006). The last is building theory in open system model, an
open system is a system associated with and affected by the external
environment, means the system that are open and easily influenced by the
outside environment, then a system must have a good control system. A good
system should be designed in such a way that a relatively closed because the
system will work automatically closed and open only to good effect.
Bibliography
Broom, G. M.
(2006). An Open-System Approach to Building Theory in Public Relations . JOURNAL
OF PUBLIC RELATIONS RESEARCH, 18(2) , 141–150 .
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