Journal Review

Rulan Suciyanti
135120207121010

 “An Open-System Approach to Building Theory in Public Relations”

By Glen M. Broom

School of Communication, San Diego State University

In Public Relations theory building greater emphasis on concepts related focal concept on practice and theory explication and hypothesis testing based on data that is required in an open systems approach. All mechanical systems, organic and socially can be classified based on the nature and number of relationships with the environment. Open systems adjust and adapt to reject or coordinate environmental (Cutlip, Center, & Broom, 2006). Input from the environment could be a reaction to the output of the system itself.

In the opening of the writer wants to reduce the ambiguity about his position on the formation of theory in Public Relations by a more open seacrh theoritical concepts and frameworks (Broom, 2006) Today we are in the early stages that may someday provide the foundation for the profession and practitioners. Theory development should be done in the best way. We must understand functionalities without cluttering the literature and how the data is in the process related to the theory and practice.

In this stage of choosing the focal concept was explained that the process of development in this stage theory simulations when the researchers chose a concept that comes from practice by the practitioner. The authors assume that the time that is considered effective. The second is defining the focal concept which is to identify and define the role  by practitioners. The information obtained will be developed in the literature of public relations. Then search on the role that corresponds to the concept of Public Relations. According to (Walker & Avant, 1983) and Chaffee (1991) (in Broom, 2006) author added from his powerful little book on the concept explication, is his recasting of the concept analysis process the select concept of interest, Determine purpose, Identify how the concept has been defined and used, Determine defining attributes, create a capital case, create related, but different, cases, develop the measures and build theory araound the focal concept.

Then validating the concept the stated purpose of the research was to learn if consultants would be helpfull in accomplishing the major strategic planning project for a real client public relations. Then explicating the concept are operationalized through item questionnaire. Furthermore, there is the theory building in the open system models. Open system with regard to environmental. So, by looking beyond the PR literature made the difference.

.Construction Theory just is not the same as the "theory" (Broom, 2006, p. 148). Inside there must be a process that made researchers often explores for quantitative science.

In the end, building theory requires the objective, systematic, and controlled gathering of the data to test hypotheses deduced from theoretical propositions. Chaffee and Rogers (1997) "A further intellectual integration in the which communication study would merge with anthropology, psychology, sociology, economics, and political science-and perhaps of other disciplines-to form a science of human behavior. Schramm expected that communication study would lead this drive toward Unification ... of all the behavioral sciences around a core communication" (p.177) in (Broom, 2006, p. 149).

It can be said that the asymmetrical relationship between science communication with other disciplines. In conclusion, a closed system that does not possess impenetrable boundary, so it can not exchange anything with their environment. So how PR theory is built of course adapt the system openly as an open system able to adjust and adapt to the environment or the other social sciences

I think this journal is pretty good because the author wrote in a coherent step by step to make the reader able to understand structured. In addition, each step is explained with concrete examples based on his experience and graduate students. So, with this journal can petrify Public Relations practitioners in practice and in theory.

Bibliography:

Cutlip, S. M., Center, A. H., & Broom, G. (2006). Effective Public Relations. Jakarta: Kencana Prenada Media Group.

Broom, G. M. (2006). An Open-System Approach to Building Theory in Public Relations. Journal of Public Relations Research, 18(2), 141-150.