Week 3

By the end of this reading, I understand the various theoretical contexts that apply to public relations, knowing the key communication and organizational theories that have influenced public relations scholarship. And it let me understand some theory, for example systems theory, communication theory, public relations theory, rhetorical theory, cultural theory, and critical theory.

From the reading there are a number of key theories underpinning public relation scholarship and a multiple perspectives approach is necessary to respond to the changing demands of the public relations environment. Public relations scholarship is influenced by theoretical perspectives in social science, organizational theory, and communication. Systems theory allows practitioners to understand how their practice could impact on other elements, and the feedback is important in making sense of systems. Communication theory provides valuable guidelines for how to construct and communicate a message. Public relations theory draws from the four models of public relations developed by Grunig and Hunt and from subsequent refinements, including the mixed motive and personal influence models. Rhetorical and interpretive approaches to public relations practice need to be recognized when constructing organizational messages, images, and activities to expect the variety of meanings possible among its stakeholders. Cultural theory reminds us of the influence of culture and cultural environments in setting context for public relations activity. Critical perspectives need to be considered by practitioners to understand how power may be used for socially responsible practice.