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Week 2: Public Relations History and Theory

Week 2: Public Relations History and Theory. MCC107 Introduction to Public Relations. A brief history lesson. PR is not a new discipline. It’s origins span as far back as Ancient Egypt and beyond.

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Week 2: Public Relations History and Theory

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  1. Week 2:Public Relations History and Theory MCC107 Introduction to Public Relations

  2. A brief history lesson PR is not a new discipline. It’s origins span as far back as Ancient Egypt and beyond. One view is that Ancient Greecian rhetorical theory, the cornerstone of persuasion and the basis of Aristotle’s work 2000 years ago, was the beginning of modern day PR. This view is supported by modern day rhetorical and critical PR theorists such as Robert Heath. PR, public speaking and the art of oratory have often been linked.

  3. Why theory? To reflect on public relations practice To ‘deconstruct’ public relations To develop public relations as an ethical profession

  4. Grunig & Hunt’s four models (1984) Press agentry/ publicity Public information 2-way asymmetric 2-way symmetric

  5. ‘Excellent’ Public Relations Craft PR Propaganda Journalism Press agentry Public information Professional PR Asymmetrical Symmetrical 2-way asymmetric 2-way symmetric

  6. Limitations Suggests progressive, developmental hierarchy Focuses on organisational PR Ignores contextual/environmental factors Ignores power (particularly in assumption of symmetry) Ignores international contexts – culture, politics etc

  7. Asian approaches to public relations Attempt to adapt Grunig & Hunt’s four models Develop additional models: personal influence, cultural interpreter Argue the need to take social and political factors into account Theorists include Krishnamurthy Sriramesh

  8. Rhetorical theory Considers how the role of public relations as persuasive discourse Suggests dialogical relationship Allows consideration of written texts/language use, and of ethics Theorists include Steve Mackey, Robert Heath & Anne Surma

  9. Critical theory Highlights influence of power in communication Critiques social, institutional, political & corporate structures Seeks social change Theorists include D. Holtzhausen, Kay Weaver & Jacqui L’Etang

  10. Law Tension between legal and public relations roles Defamation – anything damaging to someone’s reputation which is published or broadcast to a third person Contempt of court – comment on anything before the courts

  11. Ethics www.pria.com.au Ethics is about values Code of ethics is not enforceable Industry needs ongoing education programs

  12. Propaganda and Public Relations Propaganda: unacceptable manipulation of public opinion www.prwatch.org www.spinwatch.org Media Watch, ABC TV

  13. Public relations vs marketing Publications Media relations Community relations Issues management Lobbying Social investments Market assessment Customer segmentation Customer relations Product development Advertising Sales Customer/ employee research Corporate advertising Image/ reputation

  14. Role of the writer ‘to communicate with the public’ (Newsom & Carrell 2001:7) PR writers need to understand publics, channels of communication, and organisation Publics are different from markets, audiences

  15. Public relations activities Public affairs Lobbying Community relations Media relations Internal communication Sponsorship/CSR Event management

  16. Further reading Grunig, J & Hunt,T. 1984. Managing Public Relations. Orlando, FL:Holt, Rinehart & Winston. Grunig, L., Grunig, J. & Dozier, D. 2002. Excellent Public Relations and Effective Organizations. Mahwah, NJ: Lawrence Erlbaum Assoc

  17. Further reading II Mackey, S. 2003. Changing vistas in public relations theory. PRism, 1. available http://praxis.massey.ac.nz/vista.html (accessed 30/7/06)

  18. Handouts in tutorials 1. Weekly grammar exercises

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