Public Relations Theory

by: Novitayanti – NIM: 135120207121008

Communication Science – Faculty of Social and Political Science

Brawijaya University

Every Public Relations practitioners need to have good ability in communicating with public, have an extensive knowledge, problem solving facilitator, and track situation or diagnose the issues. Every statement that comes out from PR practitioner should accountable. The main principle of PR is building trust, because information is useful if it is factual. Being PR practitioner means that they must professional on their jobs. Professionalism means possession of a body knowledge greater than that of the recipients. What is more, that knowledge needed to be based on research (Watts, 2006).

There are two journals which contain of the theory of public relation, the first journal is “What is the Role of Public Relation Theory” by Reginald Watts and second is, “What Should Public Relations Theory Do, Practically Speaking?” by George Cheney and Lars Thoger Christensen. This journal discusses about the importance of public relations theory, and the second journal is more clearly because it questions seven questions that are crucial to the conversation between PR theory and practice.

Based on my understanding, public relations role is guardian of public trust. It means PR would be exposed to a range of case situations under-pinned with research-based solutions (Watts, 2006). PR also define and redefine itself as a practices. PR also approaching the Rubicon, once they spread the information about the organizations it is not easy to get the words back.

PR in organizations primarily “externally” directed, Public they must pay attention to differentiate between stakeholder and public. So they could be able to develop their strategy of communication, managing the types of communication channel, and anticipate problem. Stakeholder means people who can be affected or affect the organization or issues (Coombs, 2007, p. 164). PR also can be helped by the theories, theories stands for support their statements and the information that was given by PR practitioner is clear and factual.

Here the case of Public relation using the problem research-based solution. Exxon vs Tylenol, which are they facing the problem in a different way. Johnson and Johnson give a fast respond about tylenol capsul (Mitchell, 1989):

• The first step J&J do is removed the product from the market and had to come up with a campaign to re-introduce its product and restore confidence back to the consumer.
• Second, They offered a $2.50 off coupon on the purchase of their product. They were available in the newspapers as well as by calling a toll-free number.
• Third, recover loss stock from the crisis, J&J made a new pricing program that gave consumers up to 25% off the purchase of the product,
• Fourth, over 2250 sales people made presentations for the medical community to restore confidence on the product

Different with J&J, Exxon lean to wait before they perceive about the oil spill and send some necessaries to Alaska. Besides, the communication between the management and its public is not efficient. Exxon would rather communicate only with people in Valdez than tell whole world about this problem. This reason make the spread of information getting difficult.

From two cases above, I conclude that in solving problem PR practitioner must have ability to do boundary spanner, good knowledge, able to interact with public and stakeholders, able to organizing the organization.

References

Cheney, G., Christensen L. T. (2006). DEBATE PAPER What should public relations theory do, practically speaking?. Journal of Communication Management. Vol. 10 No. 1, doi: 10.1108/13632540610645418

Mitchell, M. L. Economic association international 1989: the impact of external parties on brand name capital: the 1982 Tylenol poisonings and subsequent cases

Watts, R. (2006). DEBATE PAPER What is the role of public relation theory?. Journal of Communication Management, Vol. 10 No. 1, 103-105. doi: 10.11.08/13632540610646427