Week 2 (Chapter 3) - Theoretical Perspectives

As defined from the dictionary, a theory is defined as "An assumption based on limited information or knowledge; a conjecture. " There is no exceptional for public relations having its own theories - an approach based on certain assumptions is offered from a particular perspective.

I think that the key points to remember from this week's readings were the importance of agenda setting and Grunig's 'four models' approach.

Agenda setting is mysteriously amazing in a way in which it enables the news media to strongly influence our perspectives on what we think about. It allows the target publics to understand the importance of the role and power of the media in present society. Even being important, it also has its flaws. It does not deal with the full 'brain' processes which people adapt in setting decisions during a public relations program.

Grunig's four models

1. Press Agentry

2. Public Information

3. Two way asymmetric
4. Two way symmetric

As for these 4 models, I believe that information coming out from model 1 will be questionable at all times. This model is often described as "attention-seekers", who will do anything just to achieve good publicity. The presented information through this model will always have a possibility of coming from untrusted sources and manipulated truth.

With reference to the SARS article, I felt that all of the 4 models are important contributors to the success of creating awareness about the deadly 'virus' to the public. Let's just say if any of the models was missing in action during the SARS awareness period, I would have say that the outcome might not be as successful as it was.

Week 1 (Chapter 1&2) - PR & History

The readings made me think more about public relations theory/practice in that PR is not all about glamourous parties or social meetings.

Yes, no doubt that it requires you to attend social meetings or meeting people. However, alot of homework has to be done before this step. It requires alot of consistent hard work in developing good writing skills, good organisation skills, and good diplomacy skills.

Practice, persistence and panache are essential to make it in the PR industry. In addition, being a good communciator is an important contributor to becoming a good PR practitioner.

In order to be a good communicator, you need to be:

1. Creative
2. Focused in order to change awareness, attitudes, and behaviours.

Besides these, I also believe a good PR practitioner must be ethical and able to have an eye for trouble. He/she must not 'spin' facts in order to save a company's damaged reputation. What matters most is to showcase integrity and transparency in order to attain the first step to success.

They should cultivate and execute actions that are tailored to best communicate with or influence a particular audience. Interestingly, the "public" in public relations does not only concern the general public. It appeals to the various audiences and constituent groups with which an organisation or individual communicates directly and indirectly.

It seems to me that, being a PR is not an easy job after all. You need to equip yourself with the neccessary skills in order to fit into the position of this high paying job.