Week 3

I think the key points to remember from this week's readings were:

• Theoretical approaches to PR- Different due to varied assumptions. Need to understand all to be clear on which PR practitioners are genuine.
• Agenda setting theory- The way news is selected. News media influence what audiences think about. Prominent news stories then seem more important. PR people can be seen as trying to set an agenda by getting prominent, positive attention in the news for their clients. This theory is about the social construction of news which provides important understandings about the role and power of the media in society.
• General systems theory-originated in 1930s, considers that organisations can be viewed as operating within either 'closed' (sealed off from all external influences) or 'open' (must interact with the world around to be successful view) systems. PR deal with both, inside an organisation and with people and groups outside. The open system provides two-way communication and assist in the flow of information. PR role in an organisation is seen as 'boundary-spanning' role.
• Semiotics-study of signs (images, designs, words or sounds) that represent something. C.S Peirce and co argued that these representations are constantly manipulated by advertisers, and other media producers to create particular understandings of who we are and how the world works. This is what PR people do. Important to consider semiotics in different contexts and to acknowledge the importance of ethics.
• Habermas, critical thinking, 'public sphere'- A movement which criticises the way citizens are influenced to think by their surrounding capitalist culture. Negative towards PR work and focuses on the importance of ethics.
• Grunig's models-1.Press agency (describes the activities of people who would do anything to get attention for their organisation), 2.public information (public relations becoming more sophisticated, one-way info on behalf of organisation), 3.Two-way asymmetric (two-way PR work which is biased and defends the organisation's view) and 4. Two-way symmetric (ideal model for PR, importance on respecting the publics' view, equal to the organisations view).
• Rhetorical theory- Heath. Two-way process. Through statements people test each other's views of reality, value and choices relevant in the media. Allows PR workers to take new perspectives.
• Situational theory- the theory suggests that the situation in which people find themselves, influences whether or not they will protest or try to get their opinions heard.
• Social learning and social exchange theory's- suggest that people modify their attitudes and behaviour to fit in with the attitudes and actions of others. Also through interaction we exchange knowledge.

The readings made me think more about public relations theory/practice in that PR work needs an open system of communication to work. The many theories above also need to be understood in order to avoid the negative aspects involved with PR work. Ethics must be of importance and a two-way communication process should always be used.