Inka Olivia br Sebayang_35120207121012_ Journal Review

Inka Olivia br Sebayang_35120207121012

A postmodern critique of public relations theory
and practice

by Derina Holtzhausen

In this journal tells about how public relation theory can implicated in postmodern critique and explore practice of public relation, differences between modernism and postmodernism, particularly in organizational context. (Holtzhausen, 2015)

Public relation is management of communication built by the company to the organization or any other company. (Grunig & Hunt, 1984) In this journal says that:

“The focus here is the scrutiny of public relations through a postmodern lens because it might help practitioners to 'understand the many contradictions in public relations and might explain why their well-intended practices do not always come up with the expected results' (Holtzhausen 2000:95).”

That’s mean that what they think and predict the postmodern period that can explain how the contradictions of society can occur. In view of the postmodern perspective and critique, can be divided into two steps. In this journal cited in Bojey & Dennehey (1993, p.10) says that:

“The postmodern critique applied here is based on a two-step process. The first step in the process is to deconstruct the language of management that has led to the exploitation of organisational participants who have been 'excluded, marginalized and exploited through the modernist project' (Boje & Dennehey 1993:10). This is done through a process of discourse analysis. The second step is through the proposal of affirmative actions that support the postmodern stance against 'racism, sexism, eurocentrism, bureaucracies and colonialism' (1993:10).”

That’s mean when compared with the postmodern unpredictable, modern criticism of us as a controller through some of the procedural step, the elimination of the conflict and blind purpose and role as an organization, because the theory kritris more use of new technologies in the capitalist mode of production. (Holtzhausen, 2015)

In a postmodern critical theory Public Relations functions are divided into three major functions, namely:

1.      Public Relation as a Strategic Management function. The function are strategically manage crises through issues management, strategically manage relationships, strategically manage public relations programs and campaigns through management by objectives, strategically manage publics and the external environment, strategically manage the public relations function as a whole.

2.      Public Relations practitioners as the agents of power, public relations funds are required to be a strength for the company or organization. In this journal, Holtzhausen (2015, p. 34) says that :

“public relations practitioners homogenise knowledge and play an important role in perpetuating the normalising rules and practices that help already powerful organisational role players to sustain their power.”

3.      Public Relation and the crisis of representation. In this journal, Holzhausen (2015) give his opinion that public relation must be able to have the ability to believe in public hegemony company or organization, and to be seen by critical theory, public relations is able to control the society and present themselves as a trusted.

Public relations must have the social power that must be because people each - each have different contradictions - different. As practitioners of Public Relations, public relations should be able to also work closely with the media as a connector between company with the community.

International Public Relations: Critique and Reformulation

by Carl Botan

As the needs and advances in technology today, Public Relations progressed well and rapidly, as evidenced by the many theories that developed Public Relations and implementation in organizational life as well as within the company. According to Kruckeberg (1989), Public Relations Public Relations is a quick development with proven with more than 60 national and regional PR associations that arise.

Public Relation international developments can be seen from many developed countries that have the PR that is able to be experienced and overcome the crisis with good company or organization. Public Relations developments in each country is different - different, because the background by a culture that automatically will be different also means handling.

The development is shown by the implementation of the Public Relations different in every country. Demands of economic, political, legal and cultural demands PR can address the crisis in the state, companies and organizations. As was the case in the USA and the EC which have the culture, politics and economics are different, Public Relations. Risk if it has a co-worker or a company or organization's culture is different, we as public relations should be able to know how the customs and culture of the company or organization in accordance with their culture.

Judging from history, the USA have the public Relation that is not good, because the dilator background by journalism. While journalism and public relations have the views and different scientific studies though interconnections. Therefore, in the face of crisis, public relations should be able to see from the outside and domestic perspective and well adapted to the background of cultural factors, economic, political and applicable laws in every country.

References:

Boje, D. M., & Dennehy, R. F. 1993. Managing in the postmodern world. America's revolution
            against exploitation. Dubuque, Iowa: Kendall/Hunt Publishing Company.

Botan, C. (1992). Critique and Reformulation. International Public Relations(18(2)),149
            159.

Grunig, J. E. & Hunt T. 1984. Managing public relations. Fort Worth: Holt, Rinehart & Winston.

Holtzhausen, D. (2002). A postmodern critique of public relations theory and practice”. 28:1, 29-38.

Kruckeberg, D. (1989). “The Need for An International Code of Ethics.” Public Relations Review,
            15: 6-18.