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
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