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.