Week 1: Understanding 21st Century Public Relations

This reading explains the different types of cultural perspective of public relations ranging from the United States to Asian countries.

In the US, public relations practitioners establish relationships and develop networks within the community by respecting, recognizing and valuing each individual's contribution. As for UK, they practice by maintaining friendliness and good relations by understanding and responding and addressing issues of discontentment, dissatisfaction or anger appropriately. Another method is to change or influence the public's opinion by working hand-in-hand and collaborating with important and influential organizations.

As for Asian cultures, government plays an important role in communication from the media to the public. In certain countries, the government takes responsibility by controlling and restricting the type of messages released to the public.

I agree with the asian perspective of our government being in control of media communication about what is to be and not to be released to the public for national development. Yes, it does limit and affect publicity and planning to a certain extent however, it is also important for government to be in control so as to manage and protect their citizens. Okay, take for example there is no government control and we are free to advertise or say whatever we want without filtration, what will become of the country? The well-being of the country will cease to exist and there will be chaos.

Moving on, having read the public relations theory, I agree that these theories should be taught to students to help them to identify its uses and improve their understanding. I've done some research and read up on The Excellence Theory of Public Relations.

The Excellence Theory proposed establishing “a set of theoretical benchmarks by which to help solve the practice problems of public relations.” The generic principles outlined under this theory to determine excellence in public relations practice are:

1. Involvement of Public Relations in Strategic Management. The public relations department helps the organization build relationships with both internal and external publics and supports the organization’s efforts to achieve strategic goals and objectives.

2. Empowerment of Public Relations in the Dominant Coalition or a Direct Reporting Relationship to Senior Management. The strategic management of public relations must be an integral part of the strategic management of the overall organization, and the public relations unit has to practice public relations according to professional principles.

3. Integrated Public Relations Function. Excellent public relations departments integrate all public relations functions into a single department or have a mechanism to coordinate the units’ multiple efforts, so they can be managed in a more strategically meaningful fashion. Public Relations as a Management function separate from Other Functions. Avoiding the sublimation of public relations to other departments such as marketing or human resources, for example, thus, allowing the public relations practitioners more freedom and independence in executing their activities and communicating with the various publics.

5. The Role of the Public Relations Practitioner. A manager, rather than a technician should head the excellent public relations unit, so it can be part of the dominant coalition within the organization.

6. Two-Way Symmetrical Model of Public Relations. This is a model based on research and uses communication effectively to promote understanding and conflict resolution with strategic publics. However, in some cases it is possible to combine some elements of the two-way symmetrical model with the two-way asymmetrical model creating a “mixed motive” model.

7. A Symmetrical System of Internal Communication. Excellent organizations allow a wide margin of autonomy to their employees and enable them to participate effectively in the decision making processes within the organization.

8. Knowledge Potential for Managerial Role and Symmetrical Public Relations. Excellent public relations departments should ensure that their practitioners have the needed theoretical and professional knowledge required to carry out their roles effectively.

9. Diversity embodied in all Roles. Excellent public relations units should integrate both men and women in all roles, as well as practitioners representing different racial, ethnic, and cultural back- grounds. This is especially important to communicate effectively with varied publics.

From this, I realized that public relations theories are holistic attempt to provide benchmark information guiding public relations practice through gathering theories inside and outside the field and testing them against all aspects of public relations practice.