This resume is about sum up 2 journals and try to linking it
up. The first journal is authorized by Michael Karlberg, published by Lawrence
Erlbaum Associates. Inc. entitle, Remembering
the Public in Public Relations Research: From Theoretical to Operational
Symmetry and produced 1996. The second journal entitle, A critical review of the Four Models of Public Relations and the Excellence
Theory in an era of digital communication, authorized by Stephen Waddington,
published by CIPR Chartered Practitioner Paper. These journals are in the same
field that is Public Relations theory.
The first journal telling us about on how this symmetrical theory
can be applied in the practice. He explained it clearly, and sequent. In the
beginning he defined the kind of research in Public relations based on the
actors. Academic Research and Practitioner research is undistinguishable but it
is different. Academic research giving broadest public interest in the other
hand, Practitioner research giving self-interest based on the clients who
sponsored them. This different will produce different opinion about something.
The Academic might be more objective and general and the Practitioner would
like more subjective and more specific related to the case that the client
demanded.
The first journal also diving research into two types based
on the perspective, the instrumental and the critical research. The
instrumental seeing the case in the one aspect. In the case of Public
Relations, this research tends to see it in the economical point of view. It is
related to the Mathematical Theory of
Communication which is seeing the communication as one way communication
and whether it succeed or not only valued by how many distortions and does the
information delivered or not. Public Relation in this research seen as on how
this activity giving information to the public, how this information effective
to the public, and how this public relation activity affected to the
organization. The Instrumental Research is about all calculated and materials
things. It is different with critical research that seeing Public Relations
comprehensively. It is seeing Public Relations in three aspects such, politics,
economy, and social. In this research they believe that Public Relations need
to have more considerations on deciding its decision. Public Relation need to
the Public (the characteristics, culture, nature, etc.), and also need to
consider what is the impact of their actions towards the organization and
public, which one is more urgent to be prioritized, and other considerations
which related. In the end this research prefer to the public because it believe
that the organization depends on the public so when they concerned on accommodating
the public it will makes the organization improvement. The author recommend the
practitioner used the critical ones in order to have a comprehensive research
then it implies to a good decision. Public relations thory du to this research
produce a symmetrical theory.
Thus Karlberg tried to find the way, on how the symmetrical theory
can be applied in the practice of Public Relations. He did the frame concept by
analyzing Grunig research about symmetrical theory then tried to find the
phenomenon that suitable to theory but it cant be since this theory is rigid
and the condition of Public Relation on that time prioritizing to advocate the
organization rather than accommodate the publics.
The second journal clearly criticize the Public Relations
models of Grunig&Hunt and Excellence theory of Public relations by Grunig
and his wife. Waddington believed that those models can’t be applied anymore in
this era due to the technology development. He explained the details about why
and how those theories didn’t suitable anymore in the era.
In the first part Waddington explained about what is the 4
models of Grunig and hunt clearly. In the beginning he wrote the history of
those research about on how the theories is crested, then what influence it and
also how those theories applied in the practice of Public Relations. He also
explained that there are many critics before him related to the theories and
the failures of the practice of that theory. In the following part he explained
about what happened in the era then tried to tell how these theory didn’t worked
in this era.
These journals is elaborated each other. The first journal
is about on how and why Public Relations need to use the two step symmetric model.
It is explaining by clear steps and logics. It explained from the very general things
such, the kind of research like whether academic research or practitioner research.
Then in the end, giving conclusion that this model concept has been
well-developed just wait the momentum carried through to the research agenda
itself. The next journal is talking about the critics toward the 4 models and
excellence theory of Public Relations, about do these theory still applicable
with the status quo of the day. Through the research by relating Public Relations
theory to the Social Media phenomenon, the author comes to the conclusion that,
these theory doesn’t applicable anymore. We can’t do theory rigidly like the
theory told, we need to be more flexible. Those theories can be applied by
combining them. Then what is the correlation the first and the second journal?
Both of them discussed about whether the Public relation theory can be applied
or not in these era. The research of the first journal is about one of the
element in the second journal, Symmetrical theory. This symmetrical theory has
it owns theory and most part of it used in Excellence theory which is discussed
in the second journal.
In the end I am recommend you to read both journals in order
to evaluating the theories of Public Relations, it can also become a
consideration for the practitioner what models and strategy they need to do in
order to solving their Public Relations works.
Bibliography
Karlberg, M. (1966). Remembering the Public in Public
Relations Research: From Theoretical to Operational Symmetry. Journal Of
Public Relations Research. S(4). 263-278
Waddington, S. (n.d). A Critical Review Of The Four
Models Of Public Relations And The Excellence Theory In An Era Of Digital
Communication
Ananda Nibras Khairunnisa/135120207121018
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