4th Journal Review

by Inge Ade Zinnia

135120207121011

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

by

Stephen Waddington BEng(Hons) MCIPR MPRCA

 &

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

by

Michael Karlberg  

As Grunig and Hunt said in their Four Models of Public Relations (1984) about four models of public relations and the excellence theory that remain for it purpose led the author to question. Both theory were defined in an era of rigid organizational structures because of the internet has broken down these structures and has given rise to informal communication structures made the author to re-examined the critical thinking of both theories. The author have made an original article which paper examines the four models of public relations and excellence theory, it examines historical criticism and instances where the theories are being challenged by modern public relations practice as a result of digital communication.

The first model is publicity or press agent. This model is one way communication type. It uses persuasion and manipulation to influence audiences to behave as the organization. The second one is public information model, it has the same type as the first model which is one way communication. This model uses press releases and other one way communication techniques to distribute organizational information, the public relations practitioner is often referred to as the in-house journalist. Other two models is two way asymmetrical model. Yes the model’s name is the same but they have different kind of types which are two way communication (imbalanced) and the fourth type is two way communication only. The third model uses persuasion and manipulation to influence audiences to behave as the organization desires. It doesn’t use research to find out how stakeholders feel about the organization and the fourth model uses communication to negotiate with the public, resolve conflict and promotes mutual understanding and respect between the organization and its stakeholders.

The excellence theory

Basically the purpose is to explore how public relations could evolve from a tactical craft that broadly focused on publicity and media relations to become a management discipline. They conduct both quantitative and qualitative research in order to support and enrich each other. The excellence theory is generally proposed that the value of communication can be determined at four levels as follows first program level where effective organizations must empower public relations as a critical management function. Second, functional level where PR should be an integrated communication function and separate from other management functions including marketing. Third, organization level where effectiveness of organizations should base on internal and external communication and relationship building on a way two symmetrical model. And the last is societal level where organizations must recognize their impact on other organizations and publics yet they cannot be effective unless they are socially responsible.

For the author, critical appraisal of the excellence theory is not hard to find, yet he found many different perspectives in academic criticism. He scrutinized some of the areas where the Excellence model is being challenged by digital networks, fragmented media and modern public relations practice.

David Phillips and Philip state that Internet technologies have disintermediated not only of organizational communication but the entire value chain of commerce. They made a good point which is the vast majority of content on the web about an organization is not under its control and opportunity for engagement is limited. It is not possible for an organization to monitor all the mentions of it online let alone interact in a meaningful way. Social media put publics in control of the reputation of an organization, placing the audience at the heart of the conversation that seemingly turning The Four Models of Public Relations and The Excellence Model theory on its head. It is important to recognize these models are exist in order to help students and practitioners to be able to understand the flow of communication between an organization and its publics.

To reconcile public relations with a rage of critical concerns as J Grunig and colleagues have proposed a two way symmetrical model that reformulates public relations as a more inclusive, balanced and ethical practice. Determination of the distinction between academic and practitioner research is important because it is not easily discerned. Therfore, the relationship between academic and the wider public interest is explored in this journal. The distinction also must be made between instrumental and critical research. In instrumental research it refers to pragmatic that conducted under the premise that theories are instruments that function as guides to practice with the validity determined by the efficacy of those practice. In critical research it represent a range of disciplinary perspectives that raises important question and concerns about the broader social, political, and economic implications of the practice.

In this case, public relations must made decision through critical thinking and how their action in deciding will affect towards their organization and public. They must able to distinguish which one is more relevant and must be more prioritized. At last, what public see and felt upon the organizations will be more prioritized on how the concerned of making public feel comfort about it. Once it conduct, the result is the improvement for the organization itself. After the author distinguish and determine more about both research, it is better to use the critical research which will give comprehensive research and result a good decision making.

However, what is needed is new dialogue among public relations scholars regarding on how to rise to the occasion. Yet a theoretical framework has been developed and the momentum must be carried through to the research agenda itself.