Public Relations Theory and Practice - Annisa A.

Summary of debate paper “What is the role of public relation theory” by Reginald W., and “What should public relations theory do, practically speaking?” by George C., and Lars T. C.
By: Annisa Arifiana – 135120207121009

            In this section, I will make review from 2 journals given to us as assignment. The journals are about the important of public relations theory and the practice. If we heard about Public Relations, directly we think about mutual understanding or build good relationship. But there are still a shortage between public relations theory and the practice.

From the journal of “What is the role of public relation theory?” by Watts, known that Watts had thought on his book that public relations is a scientific discipline. It’s contradict with his senior perception that PR is a craft. Then Watts tried to develop public relations not only as a craft or feel but assessed conceptually as scientific discipline based on research.

Watts realize that PR needs theoretical base to work. It’s necessary to strengthen the advice for problems solution. Even if they have an experience without any knowledge of the theories, still it wouldn’t enough to acceptance of advice. I agree with Watts thought, that theoretical base are important to work. Nowadays, many fighters requires us to compete in the world of work. Not just a skill needed but also the application of theory are important. Watts also thought that complex selection filter needed for candidates to choose the real one. If we are less familiar theory then we will lose. But theories is just a part of requirements, PR practioner still must learn relevant of theory to practice, because good knowledge of theory can guide more further professionalization (Li, 2009).

According to E.L. Berneys (1956), Public Relations is an effort with use the information, persuasion, and adjustment, to turn public support of an activity, or a cause (quoted in Rumanti, 2002, p. 9).

“Such a mindset defines public relations as the use of communication to manipulate publics for the benefit of organization” (Botan & Hazleton, 1989, p. 18).

From that two definitions, public relations practice try to persuade public to turn public support in order to make good relationship. But not infrequently PR practitioners use trickery or manipulation to make public feel comfortable, such propaganda. Therein lies the error/ lacking between theory and practice. On one hand, PR must run professionalism, but on other hand PR can not opposed the owner of the organization. This reinforced by the opinion of Cheney & Christensen (2006, p. 100), “PR has tended to ignore, hold static, or even render invisible the internal affairs of organizations, including the values, opinions and preferences of employees.”

Here, I will give a case related with crisis management. The case is about TV One quick count when presidential election period.

Quick count that aired on TV One at the time of presidential election RI became trending topics and controversy. Different result of quick count on TV One makes TV One bullied many people especially by supporters of Jokowi in social media. A number of memes and debate TV One was widespread in cyberspace especially in twitter with hastag #TVOneMemangBeda. In effect, trustworthiness level of TV One viewers as one of the TV news is reduced. The crisis of trust, image, reputation and credibility was faced TV One in the period of the presidential election in 2014. It’s been a year from presidential election period. From that problem, TV One assessed the news was impressed tendentious. And also a consequence the stock price down.

In dealing with these problems, PR TV One, Raldy Doy, just do explanation about the poltracking who break the contract with TVOne. Here is the link of the news for further information: http://indonesiasatu.kompas.com/read/2014/07/10/19105881/ini.tanggapan.tv.one.soal.pemutusan.kontrak.quick.count.oleh.poltracking.

There are still many cases can analyze how is the role of PR teory and practice applied in an organization. From this summary we can understand the contradity between theory and PR practice. Learn theory and apply relevant research to their practice continually are very important to be applied to PR professionalization. Communication is very important in life, in organization or company to build and maintain good relationship with others. Public Relations as a branch of communication is key to organizational success.

Refferences:

Botan, C. H., Hazleton, V. (1989). Public relations theory. New Jersey: Lawrence Erlbaum Associates.

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
Kompasiana. (2014). TV One sudah tampilkan hasil quick count menangkan Jokowi-JK. Accessed on Sept, 13 2015, from http://www.kompasiana.com/fransaz/tv-one-sudah-tampilkan-hasil-quick-count-menangkan-jokowi-jk_54f6b4c6a33311c65c8b46c2

Li, Y. (2009). Too many theories or too many skills? The perceived impact of theoretical knowledge of mass communication among journalists and public relations practitioners. Ann Arbor: Proquest LLC.

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