AK21103 PRINCIPLES OF

PUBLIC RELATIONS
LECTURE 2:
UNDERSTANDING
THEORIES IN PUBLIC
RELATIONS
Ways of Understanding Theories in Public
Relations

Divide the theories based on

To looks at any available the role (a continuum) from the
Divide the discussion of
communication theories individual practitioner role up
literature based on to the organizational
and link them to public
paradigm – L’ Etang (2012) responsibilities in society -
relations
Botan & Trowbridge (2015)
Theories of Public Relations in Continuum
(Botan & Trowbridge, 2015)

Message /
Role- Organization- Public- Organizationa
Channel –
centred / Lay centred centred l roles in
centred
theories approach approach society
theories
1. Role-centred theories / Practitioners
centric theories
Journalist in Residence
Early practitioner former
journalist
Concern on getting the
message to the public
through media
Contact & journalistic skills
are essential
Hired guns
Offering communication
services
Neglecting ethical values
Manipulating / controlling
the media
TECHNICIAN ROLES
Court of public opinion
If they only knew what we
know
PR plays a devil advocate
role
Management knows better
Access and control of
PR has to get the story out
resources – one sided [ big
effectively
companies / Govt]
Everyone will follow
Silver bullet theory
2. Message/Channel-centred theories

Focuses on how PR messages are constructed, and channel are used effectively to disseminate
information

Press Agentry and Media Framing Theory

Relations How media frame the story Agenda Setting Theory
by highlighting or
PA- Getting the messages withholding information Complimenting the framing
across to the public, often theory. The media agenda.
at the expense of ethical PR construct, process
value information PR determine the media
agenda through relationship
MR- similar to PA, emphasis Generate pre-packaged with the media (pre-
on symmetrical relationship information / Information packaged information)
with the media subsidies

TECHNICIAN ROLES + STRATEGIC FUNCTION

2. Message/Channel-centred theories

Focuses on how PR messages are constructed, and channel are used effectively to disseminate
information

Persuasion Theory
Rhetoric Theory
Attempt to shape / change
The usage of language to
perception, feelings,
persuade
thinking, behaviour
Creation of narratives –
Social psychology &
packaging of agenda
communications
Politicians use of the word
Community relations, fund
“RAKYAT”
raising, crisis
communication, lobbying

TECHNICIAN ROLES + STRATEGIC FUNCTION

 3. Organization-centred approach

Focuses on the wishes and needs of the organization. Functional – concerned with PR function as
instrument to accomplish organizational goals / Return of Investment

Issues Management (Botan, Crisis Management

2006)
Organization are open to
criticism / issues
Issues must be managed
wisely to minimise future
damaged
Environmental scanning
Symmetrical theory (Grunig Excellence theory (Grunig,
& Hunt, 1984) 1992)
Situational Crisis
Communication Theory
Asymmetrical – evidence PR helps organizational by
(Coombs, 2006)
based PR programme building quality and long-
term relationship with
Strategies, framework of
Symmetrical – long term strategic public
categorizing crisis, crisis
relationship building
response strategies
Stakeholder management
Useful for consultant

STRATEGIC MANAGEMENT – ATTEMPT TO LINK PR WITH MANAGEMENT

 4. Public-centred theories

How publics makes use of the efforts of practitioners

DIALOGIC
SITUATIONAL
THEORY OF
CO-ORIENTATION (TAYLOR SITUATIONAL THEORY OF
COMMUNICATIVE ACTION
& KENT, 2006) PUBLIC (GRUNIG & HUNT,
(JURGEN HABERMASS)
1984; 1997)
How groups see each other
Ideal speech situation,
and what they believe the FOUR different type of
whereby all stakeholders
other group think about public that react to situation
participate equally in
them
dialogue which resolved in
Non-public, latent, aware &
best argument.
active
Ideal PR practice

Ideal public relations practice

4. Public-centred theories

How publics makes use of the efforts of practitioners

RELATIONAL
CO-CREATIONAL
Relationship management
Public as partners in
theory (Leddingham, 2006)
meaning-making process.
Organization-Public
Communication need to
relationship is dynamic and
negotiate changes
need to be sustained.
Concept of ownerships /
Community engagement
community owned project
activities.

Ideal public relations practice

5. Organizational roles in society

Looking into the interactions between organizations and society

COMMUNITY BUILDING

PR roles in a whole ecosystem should change from being the

centre of the system into becoming the essence of the
community.

Investment of long-term CSR programme

Ideal public relations practice

 Roles and function

Role-cent r ed Messa ge/ch a n n el- Or ga n iza t ion- P u blic-cent r ed Or ga n iza t ion

t h eor ies (La y cen t r ed t heor ies cen t r ed t h eor ies r oles in societ y
t h eor y) t h eor ies
J ou r n a list in P r ess a gen t r y & Issu es Co-cr ea t ion CSR
r esiden ce m edia r elat ion s m a n a gem en t t h eor y
H ir ed gu n s F r a m in g t heor y Cr isis Th eor y of
m a n a gem en t com m u nica t ive
a ct ion
If on ly t h ey Agen da set t in g Sym m et r ica l Sit u a t ion a l
kn ew wh a t we t h eor y t h eor y t h eor y of pu blic
kn ow
Cou r t of pu blic Rh et or ic E xcellen ce Rela t ion sh ip
opin ion t h eor y m a n a gem en t
P er su a sion Co-cr ea t ion a l