Public Relations : Between Theory and Practice

Public Relations : Between Theory and Practice

By : Darwis, NIM - 135120207121026

Department of Communication Science, Faculty of Social and Political Science

University of Brawijaya Malang

This writing intends to summarize two journals. The first journal written by Reginald Watts entitled “what is the role of public relation theory?”. The result of my summary is that public relations theory has important role to be discussed because some PR practioners may consider that public relations as not science, it is a craft. Furthemore, public relations spans many academic disciplines. Therefore, its important role is to dissect and examine critically its relevant elements to be applied into professional pratices.

The second journal that has been summarized is written by George Cheney and Lars Thøger Christensen entitled “What should public relations theory do, practically speaking?”. The result of my summary is that there are seven crucial question when talking about public relations theory and practice. Basically, those seven questions are conceptualized in turn : identity or image, organizational culture, modes of representation, advocacy, audiences, dialogue in idealism and practice, and social engagment.

Nevertheless, through two journals, I would like to give my own comment even review to make this writing more interesting. I have to say that the core of this discussion in this writing is public relations in case of theory and practice. Many people think include me when I got public relations course at second semester that public relations tends to practically activity moreover in Indonesia. Publice relations in Indonesia is often associated with “pencitraan”, photo taker, press release maker, beautiful woman, marketer, receptionist, and even glamour. It seems there is no any perception that PR is scientific study that has theories to be discussed. Many views that public relations as tactically oriented profession by eqating it with publicity activities such as writing news release, pitching new stories, dealing with the media and coordinating special events (Sparks & Conwell, 1998). That sort of thing, in my opinion, is not right because these individuals equate public relations with simple thing. Whereas, it is more that that practically oriented profession.

Public relations, of course, is scientific study. The activity of public relations done by practitiones are based on scientific approach. A subject can be called as science when it has theories and methodologies. Two kinds of things happen to this study called public relations. It can be proven by many researches in public relations that have been published in international journals.  Furthemore, many scholars build public relations theories in which those theories can be used by public relations practitioners in doing their activities as management function in buliding and maintaining positive image of corporate in the eyes of public.

Eventually, the role of public relations theories is that they can provide ways for practioners to conduct public relations activities effectively. What public relation theories should do is that they have to be guidline for practitioners in managing crisis that happens to company. In other words, public relations can solve company problems related to its public. Public relations as acitivity based on scientific approach should be understood truly to contribute to the practically activity conducted by practitioners.

References

Sparks, S. D. & Conwell, P. (1998). Teaching public relations - does practice or theory prepare practioners?. Public Relations Quarterly, 43 (1), 41-44.