Public Relations: Theoretical and Practical Effectiveness in Public Relations Practitioner

Rulan Suciyanti

135120207121010

This assigment based on journal that Mrs. Pia Gave to me. First "What is The Role of Public Relations Theory" by Reginald Watts (2006) and the second is "What Should Public Relations and Theory Do, Practically Speaking? "By George Cheney and Thøger Lars Christensen (2006).

Describing the practice of PR is another way to define the function of PR. In the definition of "Public Relations is a management function that builds and maintains a good relationship between the organization and rewarding public that affect the success or failure of the organization" (Cutlip, Center, & Broom, 2006, p. 6). PR definition should help us understand what is PR and what it does, and how PR connect with other organizations. From these definitions it can be said that the management in all organizations pay attention to PR. This definition also identifies the establishment and maintenance of mutually beneficial relationships between an organization and its publics as a moral and ethical basis of the profession of public relations.

In the first journal written by Watts discusses the importance of public relations theory. In the journal will also discuss about the professionalism of the PR. In helping define and implement policies, PR practitioners use a variety of professional communication skills and plays an integrative role both within the organization and between the organization and the external environment. "Professionalism meant possession of a body of knowledge greater than that of the recipients. What is more, that knowledge needed to be based on research "(Watts, 2006, p. 103). It can be said that the role of research is crucial in building professionalism.

"Public relations spans many academic disciplines. Our role is to dissect and examine critically Reviews their relevant elements and apply them coherently to our professional practice "(Watts, 2006, p. 104). So it can be said that the PR covers many disciplines. We as a PR practitioner should examine and implement a PR theory into practice professionalism. In practice we are required to try a variety of methods that can choose whichever method is good for its application. Examples of the public face of PR is required to estimate, analyze and to know opinion and public attitudes and issues that may affect the operations and plans of the organization, whether it is good or bad effect. After the PR researching, implementing and evaluating routine action programs and communicates to gain public understanding necessary for the purpose upon the success of the organization. When PR is able to achieve the goals of the organization means that the PR practitioner has worked effectively.

Journal by Cheney and Christensen explained how the theory could be run in harmony with the practice. PR should concerned about it's own public image or identity (Cheney and Christensen, 2006). As a PR practitioner should do the task as PR function, of course. But sometimes there is confusion with "marketing", in some cases the same people did PR and marketing functions. "75% of PR practioner actually working in the field of marketing" (Cutlip, Center, & Broom, 2006, p. 8). Indeed, it is effective in the organization but not in the sense of public relations in the theory itself. Based on Q1 untill Q7 that disscuss about center on these concepts, in turn: identity/image, organizational culture, modes of representation, advocacy, audiences (including “the self ”), dialogue in idealism and practice, and social engagement.

I want to give the case about how to PR manage the reputation of the company. The case about tragedy of Coca Cola in Belgium 14^th June 1999. Coca Cola out from the market because it contains poisons. The PR of the company’s response to the unpredictable product recall includen identifying two very spesific production and distributions problems. When the crisis began the PR took several days to make the matter a top priority. The PR Comapany’s did identify and publicity admit that there had been manufacturing mistakes. For example, an apology to consumers came more than a week after the first child became dizzy and nauseated for top executives PR to arrive in Belgium and Coca Cola’s initial response attempted to minimize the number of severity and illnesses (Hayes, Cowell and Whitney, 1999)

So I agree with both of these journals that discusses how the theory and practice of PR is executed. I think that if a PR practitioner is able to master the theory well by itself he will be able to do its job effectively. But if someone do not yet know how the concept of the definition of PR is clearly possible he's good in the eyes of the company but does not theoretically.

Bibliography:

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

Watts, R. (2006). What is the role of public relation theory?. Journal of Communication Management, 10 (1), 103-105. Doi: 10.1108/13632540610646427

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

Hayes, C., Cowell, A., and Whitney, C.R. (1999) “Execs Admit Stumbling in Coke Contamination”. New Orleans, LA : Times Picayune