Review Journal

“A Critical Review of The Four Models of Public Relations and The Exellence Theory in an Era of Digital Communication” By : Stephen Waddington

And

 “Remembering the Public in Public Relations Research: From Theoritical to Operational Symmetry” By : Michael Karlberg

The first journal discusses how academic researcher criticize The Four Models of Public Relations and The Excellence Theory created by Grunig and his colleagues. Some academic researcher found Grunig’s theory proposed is too simple, too perfect to be achieved, and may not be used, especially in an era of digital communication. Despite much opposition to the theory that Grunig created, some researcher found Grunig’s theory sucess to explain the function of public relations in general.

The second journal tell us about how symmetrical can be applied by practioners. The different part between academic researcher and practicioner is academic researcher ussually giving public interest to the public, on the other hand practioners giving self-interst which based on the client. It is more objective academic researcher than practioners. Who is right ?

In the previous review Grunig and colleagues mentioned how practitioners can resolve the problem by following the four models of public relations and the Excellence theory. The second journal the author also argue that public relation have to more concerned to the public to achieve the organisation goals.  Is it really that easy?

I will give an example. I have a toy factory, but the fact that my toy factory has a problem that contain hazardous substances and the issue has spread. I told the PR department to resolve this problem. According Grunig and Hunt (1984)  If public practioners using approaches of the two-way symmetrical model "Uses communication to negotiate with the public, resolve conflict and promote mutual understanding and respect between the organization and its stakeholders" 

How PR practitioner realize the sentence “respect” to organizations and consumers. Would PR practioners tell me to close the factory so the consumers can be happy and safe? or PR practioners told publics to silence and let the toy factory continue the activity? What is the impact that could happen if the PR resolve problems with the model and theory that Grunig created.

From these article I can really understand how academic researcher against the model and theory that Grunig created, but those model and theory very helpful for future research in developing a dynamic public relations theory. I assume the same as author in the second journal that as public relation practioners we can not only based on comperhensive research or rigid theory. But in this dynamic situation we must able to choose suitable research and apply based on the situation.

:

Karlberg,M.(1996).Remembering the Public in Public Relations Research:  From Theoritical to Operational Symmety.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.

By : Sausan Putri Pratiwi (135120207121013)