Professional Documents
Culture Documents
Definitions of PR
the management of communication between an organization and its publics
(Grunig & Hunt, Managing public relations,1984)
Asymmetrical/functional approach
Publics and communications understood as means to achieve organizational ends Purpose of PR:
to generate support, trust, enhance reputation; ultimately to maximise material or other benefits through generating a more conducive social environment
Symmetrical/co-creational approach
Communication, rhetoric and PR understood as joint creation of meaning that involves interested (economic, social, political) actors as well as their publics PR as relationship-management
Publics are partners in the meaning-making process, not means to an end Proposing a more ethical approach to PR
Key theorists:
Ivy Lee J. Grunig
Quotes
We always tell our clients that honesty is the best policy. [] All our work is done in the open. We aim to supply news. . . . Our plan is, frankly and openly, on behalf of business concerns and public institutions, to supply the press and the public of the United States prompt and accurate information concerning subjects which it is of value and interest to the public to know about.
(Ivy Lee, Statement of Principles, 1906)
symmetrical public relations does not take place in an ideal situation where competing interests come together with goodwill to resolve their differences because they share a goal of social equilibrium and harmony. Rather it takes place in situations where groups come together to protect and enhance their self-interests. Argumentation, debate and persuasion take place. But dialogue, listening, understanding and relationship building also occur because they are more effective in resolving conflict than are one-way attempts at compliance gaining
(J. Grunig, Two-Way Symmetrical Public Relations: Past, Present, and Future, in Handbook of Public Relations, 2001)
Two myths of PR
Bernays myth
that public opinion could be manufactured for a price, bought and sold like any other commodity
Lees myth
that PR is natural, honorable and honest - part of the "twoway street" process of democratic communications between businesses and their "publics"
PR vs. propaganda
Empirically, most PR qualifies as (weak) propaganda
Communication of the powerful Seeking to justify and maintain their dominant position Insistent in tone Impatient with argument Repetitive Mixes emotion with rationality Readier to tell than listen
Pluralism, and decentralised access to means and mode of communication, is argued to gradually democratise propaganda
Applications of PR
Crisis management Reputation management Issue management Investor relations and labour relations Grassroots PR (astroturf PR)
"The Circuit
Television and radio talk show appearances
Of PR spokesperson or client Tailored to reach specific audiences
Sponsorship
Objectives
Credibility
Status-conferral function of media (Merton & Lazarsfeld, 1944) News vs. advertising
Publicity
Management of product or brand related communications between the firm and the general public Informative activity (as opposed to a persuasive one) Aimed at obtaining favourable press coverage for a companies products
Normative shortcomings of PR
Philosophical definition ignored by PR practitioners and theorists alike Justifications of PR practice do contain some elements of the philosophical concept of publicity
PR as information PR as reputation building