PR Theory

This week’s readings were concerned with PR theory and I felt that the theories introduced are very similar to those theories related to creating customer satisfaction and other marketing theory, this further enhanced my opinion that PR is an extension of the marketing function. The similarities between theories also indicate that PR is a relatively new industry, in comparison to other business and communication functions as they have 'borrowed' and adapted theories and models from other communication and organisational functions, instead of creating their own unique theories and models.

The chapter from Johnston and Zawawi gave an interesting insight into the main types of theory that are used in the PR field. After reading this chapter, I feel that I better understand the methods a PR practioner must utilise to effectively get the desired message to the correct target market. The four prominent methods suggested are

1. press agentry – promotion in order to obtain attention for event/product etc (eg ‘stunt’)

2. public information – information transferred one-way on behalf of the organisation (eg Annual Report)

3. two way asymmetric – communication biased towards the organisation’s views

4. two way symmetric – communication where public views are respected and given same importance as the views of the organisation.

The first two indicate one way communication – where the public has the information forced onto them while the differing feature of the last two is that it requires some level of feedback or involvement from the public in order to be effective.

PR theory is vitally important as it helps PR practioners understand how the public recieves information and in order for a PR program to be effective organisations need to understand how they will get their required messages across in the most efficient manner. Without a clear understanding of PR theory the message can be lost or directed at the incorrect target market.

As I mentioned before, the similarities between marketing and PR theory must also be outlined, as such the situational theory is one which is borrowed directly from marketing, which marketers use to better understand their target market and adopt programs accordingly. The same can be said for relationship management approach. Relationship marketing is a buzz word in the marketing industry at the moment as more and more organizations are realizing that it is much less expensive to retain existing customers than attract new ones. PR practioners utilizing a relationship management or situational theory approach are borrowing terms from the marketing function, which leads to me the questions I posed last week….where does marketing end and PR begin? I am still of the opinion that lines that differentiate marketing and PR are somewhat blurred.

I have just read Levi's blog and I might just have to change my opnion about marketing and PR, Levi identifies the differences in his definitions, and may have just turned my train of thought around

Intro to PR Week One

Well like most of the others in the class, I am totally new to the concept of blogging, although I do spend a little too much of my time trawling the pages of MySpace and Facebook. I am in my third year (final semester YAY!) of a Bachelor of Management with a Marketing major and I enrolled in Intro to PR because I felt that it would enhance and compliment my studies so far.

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

…PR is more than simply communication and involves much more than sipping champagne at lavish parties and long lunches.

…there are two sides to PR – one being the strategic direction setting side, responsible for the maintenance and development of an organisation’s public image through the use of web development and relationship marketing; the other being the crisis management side, responsible for the constant scanning of the external environment for issues that may have an affect on the organisation as well as developing means to overcomes unforeseen changes. Each side is concerned with the effective management and knowledge of internal and external stakeholders

….there remains a difference between marketing and PR, in that marketing is controlled and PR can be uncontrolled. The two articles defined PR and made mention of how different Marketing is to PR and the role that specialists are playing in todays ever-changing business world.

…that PR has developed from ‘puff pieces’ which contained large amounts of bias to today where any commercial agreement between organisations must be clearly outlined so ‘publics’ can make an informed choice about the product/service being offered. The two articles also looked at the type of positions that PR graduates obtain after finishing their degrees and where those positions have evolved from.

2. The readings made me think more about public relations theory/practice in

that …

…the people involved in the PR industry seem quick to distance themselves from other paid type of advertising (marketing) however the lines of difference between marketing and PR are becoming increasingly blurred. More and more companies are utilising social networking sites such as MySpace and Second Life to promote their products/services (even the ABC has a Second Life store). The question is where does PR stop and Marketing begin? It is becoming increasingly difficult for consumers to determine what comments have been paid for and what is simply an unpaid endorsement of a product or service. Perhaps this is because society has grown more cynical (maybe it’s just me). Companies have been found utilising blogs, just like this one, to promote their products and services to unknowing consumers.

…the PR industry recognises the negative connotations that come with the industry. I find it interesting that the industry acknowledge this (and perhaps it is simply my cynicism again) as this could be perceived as PR in its purest form that being ‘…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,’ (Johnston and Zawawi, 2004, p6). Aren’t PR professionals by their own definition promoting themselves by identifying and managing these negative connotations?

Reference

Johnston, J. and Zawawi, C. 2004, Public relations: theory and practice. 2^nd edition. Crows Nest: Allen & Unwin

This week I commented on Kellie's blog http://cmns1290kellieosullivan.blogspot.com/