Resume Assignment of Public Relations 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

By

Bela Dina Hakiki - 135120207121027

This paper consist of my summary from paper of 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.

In the first journal tell us about the critical review of the four model of public relations and the excellence theory in era of digital communication. Four model of public relations that get criticized by Waddington was founded by Grunig and Hunt, there are The first model is publicity or press agent, the second is public relations information model, the third asymmetric persuasion, and the final one — the two-way symmetrical model — has become accepted as a formal definition of best practice for communication in Western markets between an organisation and its audiences.

The excellence theory first explained the value of public relations to organizations and society based on the social responsibility of managerial decisions and the quality of relationships with stakeholder publics. For an organization to be effective, according to the theory, it must behave in ways that solve the problems and satisfy the goals ofstakeholders as well as of management (→Stakeholder Theory). (Grunig, 2002)

The author said that the Four Models of Public Relations and the Excellence Theory aren’t wrong but they are idealistic and as Sheldrake shows are showing their age in an era of Internet-driven network communication, and are insufficient to explain the modern business of public relations.

Few organisations truly engage with their audiences as Grunig et al describe in the Four Models of Public Relations and the Excellence Theory but are locked into one-way forms of communication or imbalanced two-way asymmetrical communication.

Grunig's intention in developing the Four Models of Public Relations and Excellence Theory was to set out how public relations should be practised. It has been idealised by academics and practitioners. That's not a flaw or fault in the theory. I'd argue that this is recognition of the breadth and rigor of Grunig's work.

The increasing adoption of social media and the shift to integrate social technologies into organisations puts audiences at their heart and calls for a reappraisal for the Four Models of Public Relations and the four levels of analysis proposed by the Excellence Theory.

The Four Models of Public Relations and the Excellence Theory were milestone texts in the project to professionalise public relations and shift away from propaganda and persuasion. But the Four Models of Public Relations and the Excellence Theory have signification limitations but then they were both conceived in a pre-social web era of well-defined organisational structures and modes of communication.

The author said it’s important to recognise that these are models. As such, no organisation can expect to conform to them precisely. However they are important as a means of helping students and practitioners understand the flow of communication between an organisation and its publics.

The second journal is about remembering the public in public relations research: from theoretical to operational symmetry by Michael Karlberg. The journal is talk about the public relations research about J. Grunig and colleagues have proposed a two-way symmetrical model that reformulates public relations as a more inclusive, balanced, and ethical practice.

In this journal, author wants to explained the differentiate between academical research and practicioner research. The academic research, at least in principle, is publicly sponsored and is assumed to serve the broadest public interesLFor instance, critical scholars of rhetoric argue in favor of a dialectic process—dialogue, debate, and the clash of ideas—as a means for forging consensus and resolving conflict among disparate groups.

This distinction is necessary because a strong tradition of applied research has developed within the practice, and it explicitly is wed to the self-interests of its sponsoring clients. In contrast, academic research, at least in principle, is publicly sponsored and is assumed to serve the broadest public interest. Within the academic tradition, a further distinction also must be made between mstrumental and critical research. Instrumental research refers no pragmatic research conducted under the premise that theories are instruments that function as guides to practice, with their validity determined by the efficacy of those practices. Instrumental public relations research, therefore, is concerned with the micro-level questions and techniques; the "how-to" of public relations.

BIBILIOGRAPHY:

Karlberg, M. (1996). Remembering the Public in Public Relations Research: From Theoretical to Operational Symmetry.Journal of Public Relation Research, 263-278.

Grunig, L. A., Grunig, J. E., & Dozier, D. M. (2002). Excellent public relations and effective
organizations: A study of communication management in three countries. Mahwah, NJ:  Lawrence Erlbaum.     

Waddington, S. (n.d.). A Critical Review of Four Models of Public Relation and the Excellence Theory in an Era of Digital Communication. CIPR Chartered Practitioner Paper, 1-11.