DPR1503: Introduction to Public

Relations

Systems Theory

Presented by
Mr. Gibson Chauke
Why study public relations theories

Defining systems theory

Characteristics of systems theory

Public relations practice and systems theory

Practical example of systems theory

Why study public
relations theories?

Theories provide framework on which

public relations is practiced

Assist to understand, organise and

integrate many activities and purposes of
public relations (Broom 2009)

Theories assist public relations

practitioners identify and explain concepts
and give meaning to public relations
activities
Defining a system

Set of interacting units that endures through time

within an established boundary by responding and
adjusting to change pressures from the
environment to achieve and maintain goals states
(Broom 2009: 188)
 Generic theory adopted by various
fields of study

Defining
An organisation is part of a larger
systems theory system composed of various sub
systems (units)

Sub-systems are interrelated and

interdependent

An organisation must interact with

various sub systems to adjust and
adapt to changes in the wider
environment
 Organisations are composed of a set of
interacting units

Organisations adapt and evolve according to

external environment
Characteristics
of systems Public relations link organisation and external
environment
theory
Exchange of inputs and outputs

Organisations anticipate and react to the

external environment
 Public relations practice and
systems theory
Strengthens relations between organisation and its sub systems

Built mutually depended relationships among sub systems

Enables a proactive organisation

Monitors external environment and all subsystems

Public relations responds to external feedback and make

corrective measures
Practical examples of systems theory

UNISA
Lecturer contact details

Mr. Gibson Chauke

012 429 6843
chaukg1@unisa.ac.za
Questions