Review

An Open-System Approach to Building Theory in Public Relation

Glen M.Broom

School of Communication

San Diego State University

In this article writer thinks that to develop Public Relation theory we have to be open minded and take various point of view from other fields of science. As we know Public relation is new science. Public relation is not lacking for theory but when it is related with theory and practice. There are many controversies, because those working in this field fail to put the theories into practice.

Open system is a system that we usually find in organisation. It is understandable why the writer thinks open system approach fits to build Public Relation theory. Open system is system that related to and influences external environment.  It is like reciprocal interactive  between an organisation and the environment.

The writer argues we have to choose the right process to build a Public Relation theory. He advises some focal concept and analysis process. That is how to select concept then confirm the correct concept related with other a theories and cases. So as a researcher we can not just take the existing theories for granted.

Other important process is how  researcher gets valid data. Before the writer carries out his study in a larger scope, he performs an experiment in smaller scale with his student. The next step is to make good factor analysis. In this step researcher define all of questions and answers. It is not only making questions and the answers but also explain and measure the hidden meanings behind the question and the answers.

The conclusion is the process of research must have explicit and strong foundation. It is the challenge for  researcher to explore all the literature on public relations to be developed. Theory is not just how we find a new theory, but also prove all the factors that form the theory.

The advantages of this article is the writer gives a nice explanation and easy to understand. The writer can change my concept to other point of view. The disadvantage of this article is only the ambiguous in the "validating the concept" that i still d not understand. This article overalls can open up my view of public relations theory and practitioner.

This picture will be representative how Public Relation must take various point of view from the other fields of science.

 source : wiltpr.com

Bibliography :

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

By : Sausan Putri Pratiwi

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