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    PR Principles & Practices Chapter 7

    Copyright:

    © All Rights Reserved
    Download as PDF or read online from Scribd
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    13 views19 pages

    PR Principles & Practices Chapter 7

    Uploaded by

    MME FTE
    PR Principles & Practices Chapter 7

    Copyright:

    © All Rights Reserved
    Download as PDF or read online from Scribd
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    of 19
    Theoretical Und. Adjustment and €rpinnings: Adaptation LEARNING OUTCOMES After studying | ‘Chapter 7, you should be able to: IM Define a system and explain how systems {heory i useful for explaining how concepts of ‘adjustment and i adaptation apply to public relations, : WM Explain the differences betwee ‘ relations, en open and closed systems, using notions of reactive and Proactive public Define systems s theory concepts—homeostasis, static an Positive feedback, and cybe M Diagram, id dynamic states, ‘morphogenesis, negative and -metics, label and explain the open systems model of Public relations, Our organizations are living systems, existing in a turbulent environment that constantly tests their abilities to survives the forces of fierce global competition, dizeying technological advances, vacillating economies, ‘and highly sophisticated and demanding eustonsac —CaRor Kinsey Goman! The key ideas of system theory are amazingly coherent and Consistent, and they have had a major impact on many fields, i including communication, ~ STEPHEN LITTLEJOHN AND KAREN A. Foss? his chapter presents @ theoretical model for Public relations. Theory provides a framewo Standing. organizing and integrating the many actnine: ‘and purposes of public relations, I Practice requires a bod iy of knowledge grounded in theory ss defined in Chapter 1, public relations deals with tne relationships that organizations buil ‘with publics. These relationships are subjected to Politica, socal, eccinomic, ork for under in addition, the Id and maintain ind technological change pressures 148 Chapter? + ‘Theoretical Underpinnings: Adjustment and Adaptation 149 safes and Nordstrom strong real organizations ‘whereas Montgomery. are CONE Blockbuster video renal stores ae gone from the scene? To para Ft pasar nts a ging worl. {CAL APPROACH sic relations book to suggest using a socil systems perspective when e rsncept of ecology to public relations. Borrowed from the life ect atudents and practitioners to public relations as dealing with fons and others in their environments. Viewed in this J roles to help organizations adjust and adapt to changes Herm inteo rndence of o7ganizati pli lations’ essential Be send on their environments for many things charters 10 oper Pete pecan go, feedom to pursue misons,and on may others to list et organizations must (1) acept the public responsibility imposed by an oe pet soe) communicate despite mlpying ari ‘with publics ndengiverse, and (3) achieve integration into the communities that they ‘ts het point represents the source of public relations thinking in man~ plains the growth of public relations as a specialized staff function Epis sates the goal ofboth management andthe seized practice Fer of pubic relations isto help organizations adjust and adapt co theit to bic relations counselors monitor public opinion, socal change, political ls fara sh, technological developments, and even the natural environment at ipet these environmental factors nd work with management o develop strategic oraniational change and responsiveness Bog. authoc and futurist Alvin Toffler foresaw a more dynamic environment emergs eee alled the “technology-driven Information Age.” He said the changes would ra family styles changed ways of working, loving, and living: a new economy: new act and beyond al this an altered consciousness as well”? The revolution in infor fp ond communication is not so much about technology as it is the social consequences Phen communication systems, according to communication scholar Frederick Williams fer etore in history have so many people had so much information at thelr Bagertips* PPablc relations specialists must anticipate and monitor such changes in an organization's iment and help interpret them to management. The successful public relations counselor i-surveys the environment, always tsying to extend vision further beyond the horizon Big to increase both the size and the eiolution ofthe picture of present and future realities. ce, sich attempts ose clearly and to anticipate are designed to give the organization time an opportunity tobe proactive rather than simply reactive to environmental changes. Specific changes and forces at play must be identified, studied, and understood for lar situations and organizational settings. At the same time, some overriding changes fice consequences fr all organizations, such as the tragic events of September 11,2001, and Eontinung efforts to rd the world of terrorism. pated fo Serve "The second point © iscussion scusin of major tends and changes fr from complete, but it indicates how major fess opnzations and their relationships wih stakcoldr publics. t simpy no Pos BEto build an omnibus list that would cover all situations, Instead, the role of public relations 450. Part + Foundations is to wack and analyze the specific trends and forces at play in particular situations that affeg organization-public relationships. ‘The growing animal rights movement, however, provides an example of how change pres sure affects many orgenizations’ ability to accomplish their missions. The Los Angeles Ting, ‘Magazine reported that the Norfolk, Virginia-based animal rights group People forthe Ethic Treatment of Animals (PETA) “has grown from humble origins to an 800-pound gorilla... the largest organization of its kind..." PETA’s website boasts more than 2 million “members ang supporters” worldwide. Cosmetics manufacturers, medical esearch laboratories, universities, ‘meat packers fatmets, and even federal government agencies have had to factor the views of hi, new activist force into their decision making, For example, Avon, Estée Lauder, Benetton, and ‘Tonka Toy Company, among others stopped testing products on rabbits, guinea pigs, and other animals. The National Institutes of Health closed a research clinic that used animals in research, and the Pentagon halted baile ‘wound tests on animal, State agrieulture departments shut down slaughterhouses in Texas ang California after PETA pressure. PETA is also winning the battle for public opinion, as an over ‘whelming majority support animal rights and think it should be illegal to ill animals for furor touse animals in cosmetics research. ‘Whole Foods Market apparently recognized the growing concern about how farm animals are raised and the potential impact on its relationships with customers, employees, vendors, and other stakeholders. The company partnered with nonprofit animal-welfare advo. cate Global Animal Partnership (GAP) to craft a preemptive response. The result is color-coded labeling that gives consumers information about how the source animal was raised. The highest score —5-plus and color green—means that a chicken, for example, had been farm-hatched and raised on lush pasture, The lowest score—1 and color yellow—assures only that the chicken had not been caged in crowded conditions and that the grower had followed rules regarding feed, antibiotics, and treatment, The GAP executive director predicted such responses will have an impact well beyond Whole Foods, causing “massive improvements in the way animals ae raised in this country.” Education reform provides another example of change pressure: As more and more Americans enter the job market with deficient basic writing, math, and problem-solving sil ‘American industry slips further behind in the competitive global marketplace. In response, many companies have “adopted” schools to help promote improvement in the educational system Others have started their own basic education programs in an attempt to equip employees with basic job skill For example, Shell Oil Company established Shell Youth Training Academies 0 help prepare inner-city youth for college and jobs. The National Basketball Association begsa “Read ta Achieve” programs in every NBA city. The Chicago Bulls expand that effort each year to inchude building « Reading and Learning Center at an inner-city schook sending players © schools and libraries to promote literacy; and contributing $,000 books to libraries, schools youth centers, and youth clubs. Concern about global warming and sustainability has reenergized the environmental ‘movement globally. One international survey found that “protecting the environment” ranks as the top consumer concern and thet 72 percent of consumers globally “expect corporations to take actions to preserve and sustain the environment.”” The “Tappening” campaign is a example of consumers trying to pressure corporations to change an environment-damagis® product—bottled water. Organizers encourage like-minded people to “start a lie” campaign # ‘worw-staralie.com, Examples include “Bottled Water Causes Blindness in Puppies” and “Bott Water Makes You Redioactive.” Organizations and products that damage the environment ft increased criticism, scrutiny, and threat of regulation. Tew organtaiana eaape the change preseucs brought on by the Jucation and Nei care crises, the changing family, new technology, the “eco-movement,” globalization, or oth! major issues and trends. (See Exhibit 7.1.) CChapter7 + Theoretical Underpinnings: Adjustment and Adaptation 157 4a Tacking Trends ‘and Issues ‘he same Is te about an organization—your ora | ce a rene nays | changing environment oe tzctng yur ogarzao arse, besto_| have a radar system in paoe that wil elp management antics | pat trends and Issues likely to affect your organization and Hs pubis, rather than seiting unl ts too late todo anything ‘eroep react defensioy. ory Toker Charman, Ifyou are in pubic relations, you must strt being more te Smit, Tucker ne systomati In te tracking and management of issues. If you ‘an leg, Cltoria don't someone else in your organization wil fs a preraquisite for organizational survival nat as we captain ofte sash Eneie ven the starship Enterprise would tind ficult to ra that You av aa ste hail uh eM Se ervironment most ogeriza- vat gra nt-nonng meters ane eaten, Eonar ty nso avid impncing disasters, me rroving tnrough space at warp speeds, you don Nit ese obstaces ao insight 0 aust our pe ship out of danger. Courtesy Nuffer, Smith, Tucker Ie von of changes and thel impact on organizations suggests systems perspective Becusion of hat drives public relations. Te systems perspective applies because Pubic Fe eis with tne mutualy dependent relationships established and maintained between tions and their publics. 1nd adaptation, as wells our definition of public relations, Foy escent and propositions from systems theory. For example, a university i pat of Frernrrbosed of stidents, faculty, alumni donors, neighbors, employers high schoo} Felons and teachers, and other universities in the area, to name but a few of the many ‘Even the simplest definition ofa system—a set of interdependent parts— illustrates Dcsspective, However, an extended definition serves as the basis for applying systems to public relations: A system is a set of interacting units that endures through time hin an established boundary by responding and adjusting to change pressures from the pament to achieve and maintain. goal states. nthe case of public relations, the st of interacting units includes the organization and blcholders with which it has or will have relations. They are somehow mutually affected flved. Unlike physical and biological systems, however, social systems are not especially Bent onthe physical closeness of component pars. Rather, organization-public interactions Be systems. in other words, an organization-publics system consists ofan organization and People involved with and affected by the organization and vice vers. Whereas the organize Bl component in the system i relatively easy to define, publics are stash defined by the Bl sions manager aplying the systems approach fac diferent publics, and thereforea sytem boundary, must be defined foreach situation or Problem parts Pracilesiustated by comparing university’s publics when the goal is recruit- GPA students, wth ts publi when the gal ising money for a new digital let: Te student ecratunent campaign might inlude commas college students, ge Cound highschool juniors and seniors, thelr parents, and high school counselors. university tends to attract students from a particular region, program planners 452 Part Il + Foundations Rein eee ee ae erat tie con oearar wl Somme? Me eee ment TORT othe ne digtal medi centr tthe same univers. oth ae a feta: ples tem, Props anne dl determine what groups or entities are most interested in such a facility or most likely to bag determine ht ou oo es hora ea community would inclu Penal gl Tr ee fining hat have ctrl eed noel ee a er ee mace een ec cae communteation icon Pe nd sfwar coments at proce rested Prod yal See EE ee ee is ange Na algerie Tidy aot boa who have succeeded in professions calling for digital media skills could be selected from thay Se ee areal Gee packet ene a So emma ee SE Ee He ena adie tesonie yi pure al Fe oan ad ately bench ralontip Mot lon a ee ae tee enema an LE oe Bey reach anton and program gil hey alo man Cee ey Sealant oan oar Ce peer re eek rae Public relations efforts, then, are part of an organization's purposive and, therefore, Ce ei re ea For nampa eta envoy asa cet te A tie wih dono ead ober och an upned cra fo nF ee ns program On the ther band he funy A i a and gad peng gn rein epee Sr an ont are itcded el or aii elon ary fo rebdig eesed by Simply mactaining existing reltionsip in te fe a I oe lkcly, however organs st conta adit he fc of a rns change peste fom tex complex and yma goals and slosh Satan ad dpiaton i the edecton of March of Din EE A se oa ater plowcrne lina he ase for which he See re ea eee Environmental Change Pressures Systems theorists typically define the environment as anything that generates change pressures information, energy, and matter inputs—on a system. As the examples in the fist part of ths chapter illustrate environmental inputs to organization-publics systems take many forms. For example, soon after the US. Gulf coast Hurricane Katrina disaster, news coverage of the American Red Cross relief efforts headlined alleged abuses and missteps—missing rented cars, generators, computers, and donated supplies; and convicted felons serving as voluntees ih the disaster area, Headlines in the nation’s news media: "Counterparts Excoriate Red Cross Katrina Effort” (The Washington Post), “Red Cross Shifting Internal Charges over Katrina Ait” (The New York Times), and "American Red Cross Troubles” (PBS News Hour) The charges tainly threatened the charity’ relationships with donors and the local Red Cross chapters that had raised more than $2 billion to fund relief activities, “The perception of abuses by the charity continued well after Katrina when the ousted CEO. Marsha Evans, was awarded a severance package worth $780,000 by the organization's gover ing board. According to records released by the Senate Finance Committe the Red Cross ao hha paid out about $2.8 milion in severance, bonuses, and delayed compensation to five ther Red Cross executives in the prior seven years.® Soon after, Iowa Senator Charles E, Grassi Chapter? + Theoretical Underpinnings: Adjustment and Adaptation 153 a hort shly change its operations.” i te areteas Nona Red Cross Governance Br eof reforms resulted from a comprehensive assessment of Red Cross eT ay 24206 9 soar of govern The Red ress de wit ach eal functional systems do by changing its structure ‘and processes. In BTS board appointed former ATSXT executive Gail). MeGovern president ste cay ee set was not imited to the American Red Cross. All chatites and nonprofits eer on Boe aie ‘iufash reater publi scrutiny, and even government investigations of high oe a benelits packages Fe eno ance voter na power iy’ mucear generating “ans tity’ relationships with regulators, antinuclear citizen groups, and On The March 14, 2011, earthquake and tsunami that destroyed Japan's 7: “plants also created a “tsunami” of change pressure worldwide. For et Foes Pein aerard both Germany and Swiaerland announced plans tae tents screping plans fo upgrade the plans and extend sevice a gon the iba energy tem, 5 companies, ies, and nations oe one called for design improvement and explore erat er pd ley in under he stesso exteme change ress. To ae tat change prsufes on organizaton-publics systems come Bh eat ronmental sources In fur, organization publics relationships change Bn ronmental pressures. I they donot change, ol elaionships Become Bs vonganiation ats and eatin ways inappropriate the new cium oa ronmental changes are unmanaged and nonpurpsie,sysems tend ran lender, what seems theorist eall"enropy” In soca stems this Fee peavior 0 aain mutually beneficial goals sno longer posible, Simply speak ap, Pole felatons is charged with keeping organizational relationships in inthe tal interests and gols of organizations and hee pubis Boat all ml tems and Suprasystems point, the focal system has been defined as the organization and its publics. Similarly, ganization is itself composed of a set of interacting units. From this perspective, the nization can also be viewed as a system. Because organizations exist in dynamic social set they must modify internal processes and restructure themselves in response to changing jonments. In the absence of such adjustment and adaptation, organizations—just like any Essocialsystems—become out of step with the world around them. As counselors to line Rigement, the public relations staff is charged with keeping the organization sensitive to jamental changes, anticipating as well as reacting to change pressures. ‘Likewise the organizationpublics system can be part ofa larger set of interacting unit Seve sa component of higher-order ssa system, Fr example the jtem composed local American Red Cross and its publics is but one component ofa community's charitable Bees sytem Is also only one subsystem in the national system of afte, which in fe fstone component ofthe nation’s charitable socal services system. Eventually of cours Hy oie this series of ever-larger systems tothe highest level on earth the word. Many fearon specialists wok atthe level ofthe private enterprise system, ealth-

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