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.

Week 1

The chapters have laid a foundation of what public relations is about, its definition and roles. The easiest and most straight forward definition which is still applicable today would be the one offered by Hunt and Grunig (1984). Public relations is the management of communication between an organisation and its publics. However, as mentioned by the authors, with the advent of digital technology, this definition has to be broadened as technology has empowered many including individuals to be able to act as public relations practitioners.


The key points to take note of would be the difference between marketing and public relations. Many, including myself have been confused by these two industries which are seemingly similar. However, there are fundamental differences between them, and one of the biggest difference is that marketing has a profit focus which does not necessarily apply to public relations. Likewise, there is also a difference between advertising and the mass media space earned by the public relations practitioner. The difference also lies in the dollar. Mass media space achieved by a PR personnel is free although uncontrolled. On the other hand, advertising space has to be paid for by organisations and that alone can amount to thousands of dollars.


The readings made me realise that public relations work is no easy feat. There are many facets of it that has to be looked into and often times, the work of the public relations personnel overlaps with that of marketing. Fundamentally, besides being able to offer interesting story angles that the press would be keen to use, the PR personnel must also be able to manage the adversarial relationship between the press and him or herself. Ethics must also be practised.