A critical review of the Four Models of Public Relations and the Excellence Theory in an era of digital communication Stephen Waddington BEng(Hons) MCIPR MPRCA & Remembering the Public in Public Relations Research: From Theoretical to Operational Symmetry Michael Karlberg

The era of digital communication has lead us to the new media perspective. As we know digital network communication purpose is to making communication process easier to access. But with changing the process, it also required some changes on the basis. The journal describes how the excellence theory is being applied in the era of digital network communication. In excellence theory the writer tried to explain the four levels of analysis. There are program level, functional level, organization level and societal level. Though some practitioners might influenced by the original four models of publics relation. The writer also outlined the academic criticism. In order to applying excellence theory in this digital network communication era Larissa Grunig stated that the theory is not static.

In order public to assimilate online, the paper shows the impact of the internet on organization communication. It says that the four model of communications has some limitations because of the structure era where the model was made o that year. But using some natural changes, human can adapted with those models. Individuals and organizations that share similar values will naturally converge online. One of the internet phenomenon as mention by the writer is memes as a dynamic communication. Public relations could use memes as the tools for promoting. With the creativity of memes it could inspires the audience to develop and share it to be viral.

This journal is linked to the next journal about the four models of public relations. Four models of public relations can be used by public relations departments while working out their duties. First is the one way communication type. Which called the press agentry, in this model the information moves one way for organization to its public. The characteristic of this model is uses persuasion to influence audiences. Which makes this model is more likely to do promotions and publicity. The second one is public information model. This is different with the press agent because its intention was to inform rather than promotion. Practitioners of this model have to be proactive in order to inform the publics of something important and respond their publics. Third is two way asymmetrical model which using social-science methods in order to develop the persuasiveness of the message. Practitioners might use interviews to measure public behavior and then design public relations program to increase support from public. The last is two way symmetric model where public relations orientation between an organization and its public adjust each other. Mutual understanding is more important rather than one way communication persuasive.

The other journal discuss from theoretical to operational symmetry. The writer shows that the distinction between practitioner and academic research is not easy but it’s necessary. The writer also discuss about the instrumental research which is concerned with the micro level technique. It explain about how public relations should solve the task. And the idea of instrumental research is public relations is a one way communication process. Another premise is the manipulative, which public more likely interested if the organization has a good image. The statement shows that public relations might also work as the commerce oriented to the market or its public audience. This premise also lead to the management concept of public relations role. In critical research is tend to focused on theorizing, critiquing, in broader social, political, and economic. In another word it is concerned with the macro level of society. One of the critique concerned about the condition o community of mass communications. 

This journal also discuss about the four models which linked with the first journal. But the difference is the writer explains about the theoretical framework of public relations for resolving conflict and enhancing community. Using the two premises it continues to regulate audience and public interest groups to the periphery of public relations research.

Iriene Muharani

125120207121014

Journal review: 135120207121014

JOURNAL REVIEW

I Made Alit Diatmika Putra

135120207121014

This paper contained of my review of two public relations journals. The first one titled “Remembering the Public in Public Relations Research: From Theoretical to Operational Symmetry” written by Michael Karlberg, and the second is “A Critical Review of the Four Models of Public Relations and the Excellence Theory in an Era of Digital Communication” written by Stephen Waddington.

On the first journal, Karlberg explains about how to reconcile public relations research with a range of critical concerns. He began with the differences between academic and practitioner research. In practice, however, the difference between the practitioner and academic research are not easily seen. The methodology is increasingly being used by public relations practitioners, for example, comes in a variety of social and behavioral science disciplines. In academic research, it has been closely wed with the interests of a particular client.

On the next part, he explains about the differences between instrumental and critical research. The instrumental research in public relations can be traced through various disciplines, representing diverse theoretical and methodological traditions. One the fundamental premises of this research idea is the idea that public relations is basically a one-way process of communication: communication of an organization to the public. Fundamental premises regarding public relations namely public relations practitioner is a key for organizations operating in the market. In other words, public relations is the main trading instrument. The research instruments have been assumed by the public to be a major consumer and public sphere become a major market. In contrast to the critical research, this raises important questions and concerns on the wider implications of social, political, and economics of the practice. Some criticism has been directed to PR practitioners. They are often identifying PR professional as a large-scale pollution of the environment rhetorical. In addition they also criticized the privileged position of corporate practitioners because of their access to resources that large, concentrated control of their information, and the one-way nature of many of their communications. Other criticisms lead to ethical public relations. This criticism is mainly concerned with the broad expression of relativism ethics in public relations practice which considers that the personal interests (client interests) is a standard for action.

Furthermore, Karlberg explains about reconciling practice with critique. Elements of a more inclusive, ethical, and community-enhancing approach to PR began to coalesce around the concept of symmetrical communication. The concept of symmetrical communication can be traced to a variety of sources. Although the researchers found the study is so serious, so many organizations are still dominantly practice manipulative models, they stated that it has also been encouraging to find that many organizations are practicing symmetric model and most practitioners want to practice if they have the knowledge necessary to do and the conditions in those profitable organizations.

In the last part, the writer reformulating public relations as an ethical and effective force for resolving conflict and enhancing community. Firstly he start with two fundamental premises - public relations

is primarily an instrument of commerce, and secondarily an instrument of state – which are continue to relegate citizens and public interest groups to the periphery of public relations research. Two-way symmetrical theory is being applied in a symmetrical research agenda. This asymmetry, may be unintentional and unconscious, it becomes very clear in the report. Researchers only reinforce allegations from critics, who argue that the PR should be punished just because of bias towards big business and big government. Public communication capabilities and resources should be extended to all segments of society if the symmetry communicative wish realized. To pursue the research agenda, PR scholars will need to venture beyond the traditional boundaries of their research.

Bibliography:

Waddington, S. (n.d.). A Critical Review of The Four Models of Public Relations and the Excellence Theory in an Era of Digital Communication.

Karlberg, M. (1996). Remembering the Public Relations Research: From Theoretical to Operational Symmetry. Journal of Public Relations Research. S(4). 236-278.

4^th Journal Review:

A critical review of the Four Models of Public Relations and the Excellence Theory in an era of digital communication

Stephen Waddington BEng (Hons) MCIPR MPRCA

            The writer started this paper as a short article that follows a discussion about how messages from organizations are conveyed among communities and markets via digital networks by public relations and author Andy Green in August 2012, which led him to question whether Grunig and Hunt’s Four Models of Public Relations (1984) and the Excellence Theory (1992) remain fit for purpose as they are taught as normative models and a public relations’ cornerstone on courses throughout Europe and the US.

James Grunig and Todd Hunt published the Four Models of Public Relations in 1984 whereas it describes the different forms of communication between an organization and its stakeholders. The first model is publicity or press agent, a one-way communication and uses persuasion and manipulation to influence audience to behave as desired; the second is public relations information model, a one-way communication and uses press release and other one-way communication technique to distribute organizational information; the third is asymmetric persuasion, two-way communication (imbalanced) and uses persuasion and manipulation to influence the audience to behave as desired and doesn’t use research to find out how stakeholders feel about the organization; the fourth is the two-way symmetrical model, a two-way communication and uses communication to negotiate with the public, resolve conflict, promote mutual understanding, and respect between the organization and its stakeholders.

The Excellence Theory was developed in 1984 as a result of a research programme funded by the Research Foundation of IABC, which sought to explore how public relations could evolve to become a management discipline from a tactical craft that focused broadly on publicity and media relations. Its general theory proposed that there are 4 levels of communication’s value, which are programme level, functional level, organizational level, and societal level.           

The application of Excellence Theory to organizational communication in an era of digital network communication has become very easy as the new form of digital media are making it easier for organizations to engage with their audiences by creating their own text, images, and video and sharing via social networks. Since so many organizations are wedded to publicity and one-way propaganda as a means of communication, the only thing to be excited about is the potential for new forms of digital media to disrupt organizations.

The development of the Four Models of Public Relations by Grunig was to set out how public relations should be practiced as practitioners and academics have idealized it. They were milestone texts in the project to professionalize public relations and shift away from propaganda and persuasion, but they have signification limitations but then they were conceived in a pre-social web era of well-defined organizational structures and communication’s modes. That’s why it’s important to recognize that the Four Models of Public Relations are models.

5^th Journal Review:

Remembering the Public in Public Relations Research: From Theoretical to Operational Symmetry

 Michael Karlberg

School of Communication Simon Fraser University 

                                

First thing first, the journal explains about the difference between academic research, which is serving the broadest public interest and practitioner research, which giving self-interest of its sponsor client. There are two kinds of research in academic research, which are instrumental and research. This research’s basic premise is the idea that public relations is a one-way process of communication, which is from an organization to public.

J. Grunig and his colleagues have provided a new theoretical framework within which public relations research can be reshaped and redirected, as its defined as the power of ethical and effective way to resolve conflicts and improve the community.  This journal discusses about the application of symmetrical theory in the practice which begins to emerge as it has been identified in the Fourth Model of Public Relations by J. Grunig and Hunt (1984). In this model the organizations employ two-way, which means the organization and various public engage in dialogue for the purpose of mutual understanding and change; and there is balanced communication. In order for communicative symmetry to be realized, there must be an extension in public communication skills and resources for all society’s segment, especially to those that have been excluded from public discourse. In order for this to happen, the symmetrical public relations’ theory must be translated into a symmetrical research agenda.

Valuable contributions could be made by the public relations scholars by exploring how symmetrical approaches to public relations could dovetail into these innovative journalistic models, which they could make a contribution there also. Public relations research’s expansion and redirection will not be anywhere near easy as it will require deeply rooted premises’ re-evaluation and well-established research traditions.

Bibliography:

·      Waddington, S. (n.d.). A Critical Review of The Four Models of Public Relations and the Excellence Theory in an Era of Digital Communication.

· Karlberg, M. (1996). Remembering the Public Relations Research: From Theoretical to Operational Symmetry. Journal of Public Relations Research. S(4). 236-278.

By: Putri Dena Ramadhania (135120207121025)