A critical review of the Four Models of
Public Relations and the
Excellence Theory in an era of digital
communication
by: Stephen Waddington
and
Remembering the Public in Public
Relations Research:
From Theoretical to Operational Symmetry
by: Michael Karlberg
This paper
contains my review from the journal A
critical review of the Four Models of Public Relations and the Excellence
Theory in an era of digital communication by Stephen Waddington and Remembering the Public in Public Relations Research: From Theoretical
to Operational Symmetry by Michael Karlberg.
The first
journal is about a critical review of the Four Models of Public Relations and
the Excellence Theory in an era of digital communication. In public relations,
there is a model that determines a message that will be delivered to the
public. There are four models of Public Relations, and these model describes
the different forms of communication between an organization and its
stakeholders. The first models is press agent and publicity, is a model in
which information moves in one direction of the organization to the public.
Characteristic of this models is persuasion and manipulation to influence
audiences to behave as the organization desires. The second model is public
information model, its also one way communication, and the characteristic is uses
press releases and other one-way communication techniques to distribute
organisational information. The public relations practitioner is often referred
to as the in house journalist. Third model is two-way asymmetrical model, this
model is two way communication of organization to the public. The public
relations in practice through the delivery of the message based on the results
of research and scientific strategies to attempt to persuade the public, behave
and think according to the expectations of the organization. Last model is two
way symmertrical model, This model, public relations activities based on
research and use communication techniques to manage conflicts and improve
public understanding of the strategic. Excellence theory explains how public
relations can contribute as a management function for the effectiveness in
organization. The Excellence Theory’s general theory proposed that the value of
communication can be determined at four levels as follows : programme level,
the functional level, the organizational level and the community level. The
Four Models of Public Relations and the Excellence Theory is the use of a
Applying the Excellence Theory to organisational communication in an era of
digital network communication It is very easy to get excited about the
fragmentation of traditional media and celebrate the upheaval in organisation
communication created by social media. Digital networks and new forms of
digital media are making it easier than ever for organisations to engage with
their audiences by creating text, images, video and sharing via social network.
The second
journal is about Remembering the Public in Public Relations Research: From Theoretical
to Operational Symmetry. Public relations is defined as the power of ethical
and effective way to resolve conflicts and improve the community, J. Grunig and
his colleagues have provided a new theoretical framework within which public
relations research can be reshaped and redirected. This journal is how
symmetrical theory applied in the practice. The fourth model identified by J.
Grunig and Hunt (1984) is the two-way symmetrical model, which is now beginning
to emerge. In this model, organizations employ two-way, balanced communications
such as conflict resolution strategies, bargaining, and negotiating to
facilitate the mutual understanding and adaptation of the organization and the
public. In the two-way symmetrical model, the organization and various publics
engage in dialogue for the purpose of mutual understanding and change. For
example, active publics are important targets for public relations programs
because they are most likely to be aware of and concerned with what the
organization is doing. In addition, if an organization does not communicate
with active publics and attempt to manage conflict, those publics can become
activist groups that can limit the ability of an organization to accomplish its
goals either directly through protest, etc. Public communication skills and
resources must be extended to all segments of society if communicative symmetry
is to be realized. This is especially true of those segments that historically
have been excluded from public discourse. If this is to happen, the theory of
symmetrical public relations must be translated into a symmetrical research
agenda. It could even be argued, from an affirmative action perspective, that
this research agenda should pay disproportionate attention to the communicative
needs of the resource-poor segments of the population who have been deprived of
the benefits of instrumental public relations research to date.
Reference:
Karlberg, M.
(1996). 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 .
Avininda Astya Brilyani 135120207121024
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