Week 2

Various disciplines have contributed to the development of different theoretical approaches to public relations. The key point to remember is that there is no one superior theory but the theories co-exist and work in different circumstances. Each theory has its own limitations as well.


However, I feel the agenda setting theory is very applicable and relevant. The media does play a big part in influencing people's views or opinions about the importance of an issue or about the issue in general. Public relations practitioners do have to cross editorial policy hurdles in order to get a story top media coverage or even a coverage at all. Although communities and deep-seated beliefs influence the decision processes of the public, but the power that the media yields over them is undeniable. At the very least, the media sets the agenda of the issues that the public should ponder about.


Ideally, Heath's rhetorical theory should be practised by all PR practitioners. I think that public relations should be a two way process between the originator of the communication and its publics. Public relations shouldn't be a monologue. Instead it should be a dialogue between the parties involved and it should be an exchange of ideas, and ultimately the idea that the organisation wants to bring across should be brought forth. A way of thinking can be completely unconventional but a good public relations personnel should be able to present the idea rationally such that its intended audience buy into it. The rhetorical theory allows for that. This theory also allows for ethics to be practised as both parties involved are thought to be symmetrical.

All in all, this chapter provides the ground work for the theories associated with public relations. I need to be aware of them in order to apply different principles and theories in different situations.