Sunday, July 29, 2007
Blog Comment
I commented on Sara Shanahan's blog, found at http://cmns1290sarashanahan.blogspot.com/
PR Research at the Crossroads
First off the bat, I have to say I certainly understand theory has it's place - there are theories out there on just about everything (yes, even about extraterrestrial existence), some work, some don't. Ultimately they help us to understand the who, what, when, where, how and why of human behaviours, but I do sometimes find it difficult to delve far into the nitty-gritty of theories (speaking like a true uni student)!!!
So this reading discussed Grunig's two-way symmetrical theory (amongst others) - the "holy grail" of PR as Melanie described in last week's lecture. Now sometimes I'm an optimist, rarely I'm a pessimist, but more often than not I'm a realist. On reading this (and the description of this theory in the textbook), I thought "can we honestly ever get the profession of PR to the level of two way symmetric?" I mean, we're talking perfect PR aren't we? So I appreciated in some aspects the criticisms that this theory has undergone by postmodernists, critical/cultural theorists and international scholars (see page 179). As much as we might wish and hope for a utopian organisational structure and function... is it really possible?
I loved the sentence on page 185 - "Today's public relations practice is fluid and complex." I find that concept somewhat exciting, because it provides so much room for exploration and experimentation, to learn more about human behaviours, corporations and organisations, the publics that are involved and the way they all function and integrate together.
The conclusion says "We are standing at a crossroads, unclear of our direction, we should view the choices before us as opportunities... Not everything will work, Not everything will be worth adopting or saving. The process of self-reflection itself will be worth the effort." Very well said... I'm giving a cyber round of applause!
I'm not aiming to be a theorist, but looking at theories of the past, present and future have application to what I am studying, so despite reservations about getting swamped with "too much information", I'm happy to take a look. Maybe one day when I'm working away I'll suddenly realise I'm a living, breathing theory!
So this reading discussed Grunig's two-way symmetrical theory (amongst others) - the "holy grail" of PR as Melanie described in last week's lecture. Now sometimes I'm an optimist, rarely I'm a pessimist, but more often than not I'm a realist. On reading this (and the description of this theory in the textbook), I thought "can we honestly ever get the profession of PR to the level of two way symmetric?" I mean, we're talking perfect PR aren't we? So I appreciated in some aspects the criticisms that this theory has undergone by postmodernists, critical/cultural theorists and international scholars (see page 179). As much as we might wish and hope for a utopian organisational structure and function... is it really possible?
I loved the sentence on page 185 - "Today's public relations practice is fluid and complex." I find that concept somewhat exciting, because it provides so much room for exploration and experimentation, to learn more about human behaviours, corporations and organisations, the publics that are involved and the way they all function and integrate together.
The conclusion says "We are standing at a crossroads, unclear of our direction, we should view the choices before us as opportunities... Not everything will work, Not everything will be worth adopting or saving. The process of self-reflection itself will be worth the effort." Very well said... I'm giving a cyber round of applause!
I'm not aiming to be a theorist, but looking at theories of the past, present and future have application to what I am studying, so despite reservations about getting swamped with "too much information", I'm happy to take a look. Maybe one day when I'm working away I'll suddenly realise I'm a living, breathing theory!
Ch. 3 - Theoretical Perspectives
This chapter gave a general overview of different theories that apply to the PR profession. As a person with somewhat of an interest in human behaviour, I found the different theories pretty interesting in their definition, their use and their limitations.
I find semiotics particularly fascinating, because we are surrounded by it in our everyday world. Whether I'm driving my car, walking through a supermarket, watching television, reading a magazine or browsing the WWW, I'm inundated with signs, symbols and even meaningful colours (think traffic lights as a basic concept). We read so much into the simplest things without even realising it, so to understand the mechanics and the theory behind the colour/shape/size etc is really useful in understanding human behaviour, and would come in handy in an attempt to be a successful PR practitioner.
Agenda setting was another one I was curious about. It definitely sways more to the "determinism" side, does it not? The indication that the media can't (for obvious reasons) tell you what to think, but they can certainly influence what you think about! Reading this I had a chuckle because the first thing that sprung to mind was the Network Ten television show, Big Brother. I believe I'm in a minority when I say I quite adamantly dislike this program, but the fact is I cannot avoid seeing it all together!! Anytime I watch channel Ten, I will see at least one BB advertisement, or update, or voting information... So Ten can't tell me to like the program, but they can make me think about it... Scarily enough, because of this, I could almost tell you what four housemates were left in the house!!!!
Social learning theory was the other one that struck a chord with me... Where the theory is that people will modify their attitudes and behaviour to fit in with that which is exhibited by others, and the example was given of advertisements that give the impression that by using X product you will become Y. I remember being a kid when the shampoo Salon Selectives first hit the market... I still remember the jingle... "Like you just stepped out of a salon" and the image of a woman with a mane of long blonde hair stepping out of her apartment, smiling and swishing her hair about. Well, that advertisement worked on myself and my friends, we all pestered our mothers to go out and buy it so we'd all have glamourous hair!!! It became a link in the popularity chain (albeit a very shallow one!!).
Well, I still don't like Big Brother, and I now use a different shampoo, but at least I know their techniques to get me thinking!!
I find semiotics particularly fascinating, because we are surrounded by it in our everyday world. Whether I'm driving my car, walking through a supermarket, watching television, reading a magazine or browsing the WWW, I'm inundated with signs, symbols and even meaningful colours (think traffic lights as a basic concept). We read so much into the simplest things without even realising it, so to understand the mechanics and the theory behind the colour/shape/size etc is really useful in understanding human behaviour, and would come in handy in an attempt to be a successful PR practitioner.
Agenda setting was another one I was curious about. It definitely sways more to the "determinism" side, does it not? The indication that the media can't (for obvious reasons) tell you what to think, but they can certainly influence what you think about! Reading this I had a chuckle because the first thing that sprung to mind was the Network Ten television show, Big Brother. I believe I'm in a minority when I say I quite adamantly dislike this program, but the fact is I cannot avoid seeing it all together!! Anytime I watch channel Ten, I will see at least one BB advertisement, or update, or voting information... So Ten can't tell me to like the program, but they can make me think about it... Scarily enough, because of this, I could almost tell you what four housemates were left in the house!!!!
Social learning theory was the other one that struck a chord with me... Where the theory is that people will modify their attitudes and behaviour to fit in with that which is exhibited by others, and the example was given of advertisements that give the impression that by using X product you will become Y. I remember being a kid when the shampoo Salon Selectives first hit the market... I still remember the jingle... "Like you just stepped out of a salon" and the image of a woman with a mane of long blonde hair stepping out of her apartment, smiling and swishing her hair about. Well, that advertisement worked on myself and my friends, we all pestered our mothers to go out and buy it so we'd all have glamourous hair!!! It became a link in the popularity chain (albeit a very shallow one!!).
Well, I still don't like Big Brother, and I now use a different shampoo, but at least I know their techniques to get me thinking!!
Saturday, July 28, 2007
"The Big Picture"
This was a great reading on PR in the "real world".
It's useful to read what PR practitioners do, and what PR practitioners think make a good PR practitioner - seeing as though it's a job I'll be doing one day! I didn't personally hold the misconception that PR is all cocktail parties and glamour Sex in the City style, but it was great to read how involved a PR practitioner is in such an event. For me (and I know this is probably weird!), the behind-the-scenes organising and hard work is what I would want to do, not just because I had to.
The section on the industry itself was really helpful, considering it's only a matter of a few years before I'll be job hunting in the industry myself. It's reassuring to know that I'm studying a profession that's not on its way out, but is growing and even specialising into different areas. Career options include working for a consultancy, in-house, or even overseas.
The interviews in "Meet some employers" were helpful in getting a grasp on what employers are looking for in candidates for PR positions, and the different methods of recruitment used.
Ch. 2 - PR History
This chapter was really interesting! I really liked reading the history of newspapers and how advertising was involved, then how public relations emerged. PR has been evolving since day one!
It was interesting reading briefly about the early days of the Packer dynasty! Frank Packer seemed to have immense influence on print media - and he didn't give much credence to PR practitioners!
Probably the biggest thing I got out of this chapter though, was the social responsibility theory, formed out of the various commissions, which holds the media in an ethical and responsible manner. I could regurgitate all the information I read about the commissions and social responsibility theory, but the text does such a great job!! I went back and re-read pages 36 to 38 because after reading it the first time, I felt it was important to grasp as an aspiring PR.
It was interesting reading briefly about the early days of the Packer dynasty! Frank Packer seemed to have immense influence on print media - and he didn't give much credence to PR practitioners!
Probably the biggest thing I got out of this chapter though, was the social responsibility theory, formed out of the various commissions, which holds the media in an ethical and responsible manner. I could regurgitate all the information I read about the commissions and social responsibility theory, but the text does such a great job!! I went back and re-read pages 36 to 38 because after reading it the first time, I felt it was important to grasp as an aspiring PR.
Ch. 1 - What is PR?
This chapter aimed to define exactly what public relations is, and what public relations practitioners do. It delved into different definitions of roles, tasks and activities that are involved in being a public relations practitioner.
As a starting point, I found the "ultimate" definition of PR to be invaluable, because it puts the entire chapter in a nutshell...
As a starting point, I found the "ultimate" definition of PR to be invaluable, because it puts the entire chapter in a nutshell...
The ethical and strategic management of communication and relationships in order to build and develop coalitions and policy, identify and manage issues and create and direct messages to achieve sound outcomes within a socially responsible framework.
"Socially responsible framework" jumped out at me, as I have often heard PR practitioners criticised for "spin doctoring" or "bending the truth". This mentality is openly refuted within the very definition of public relations, and I am relieved that the profession is ethical and responsible.
This also made me think of how limited my perception was of public relations and it was great to read about so many different areas that come under the umbrella of PR, and also how it differs from marketing and advertising.
All in all, I found this chapter really refreshing, and it confirmed in my mind that this definitely where I want to be.
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