Dear journal, this is my first entry: Erika here!
From the influx of information in the first three chapters, I must admit that my understanding and knowledge has indeed improved and taken to a new level. There were much vital points that are worthy of mention, but I would list out the two most important and thought-provoking points.
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Firstly, it was from Chapter 1: What is Public Relations?, that enabled my understanding about the specific and often over-lapping relationship among public relations (PR), marketing and advertising. Almost too directly, the various definitions of these three job scopes were mentioned in the book;
How profit is important to marketing, but not exactly to PR.
How advertising messages are controlled in the mass media, whereas publicity by PR is uncontrolled.
And how advertising spaces need to be 'bought', while a PR officer's publicity is free.
It is imperative for PR students, like us to establish these mindsets in our process of doing our job well. We have to fully understand what exactly is PR so that we will not confuse ourselves along the way. This is especially true in the society today, where the public is more aware of the mass media's influential motives and they will be more wary towards everything is presented to them. As such, PR officers will have to take on a new approach and shake off the mistaken identity of being a mere marketer or advertiser.
By establishing such a mindset, it will then be easier for PR officers to convince the public for future benefits and to assure them that they are just conveying the messages of their companies to the media and masses.
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Secondly, Chapter 3: Theoretical Perspectives highlight all the different theories in viewing that of PR. It was definitely an interesting chapter as one would uncover and understand various models of thought in the relationship between PR practitioners and the public. On a personal note, I feel that there is no such thing as the best theory to define this relationship. In fact, it would have to be the combination of the theories to fully comprehend the link. In reading the theories however, I have encountered an interesting theory that I think will reflect most of what we're trying to uncover.
To me, 'rhetorical theory' has the most appeal as Heath plays on the idea that rhetorical dialogue is the most important factor in the process of audiences making up their minds and being influenced. Not only does it reveals the key point in determining the power of PR, it also dicusses the thought-process of audiences which is often missed out, such as in the agenda setting theory. By using reasoning and convincing, this theory highlights how the simple, yet important roles of PR practitioners can influence the decisions of audiences.
This is considered the most relevant as PR practitioners are often the middlesperson, the consultant of a company. They are essential in providing top-notch and wise advices to the board when crisis strikes, and they have to represent their company and face the general public and mass media as well. Either or, PR officers must be equipped with the voice of reasoning and convinction so that people would listen and follow.
However, this idea of rhetorical reasoning is only possible in an idealistic world where PR officers have equal resources and power so that the 'competition is fair'. This is unlikely as different companies vary and there is the reasoning and thinking aspect of audiences, where they might see things a different way, as in semiotics. Then again, in this modern age of communications today, it is with a determined and confident aura that audiences can be influenced once again, just like in the era of Adolf Hilter.
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Thinking back, these two key points have stirred many questions and inquiries in one's mind. It is always important to note that, above all, ideologies and theories about PR have to work together to fully determine the real meaning of this practice.
And there is definitely more to PR than it meets the eye.
Love,
Erika
Wow Erika, that was a really detailed entry.
ReplyDeleteI have to say that your first point on the definition and scope of Public relations. I like how you mentioned the differences and overlapping of PR in marketing and advertising. It was really cool that you mentioned it because I am interested in advertising and that part of the readings were really interesting and applicable to me.
You mentioned that the rhetorical theory is your preferred method for PR. As can be seen from my blog, I feel that the Grunig's third theory is the most applicable method today. In is in fact quite similar to the rhetorical theory, in the sense that they both take into account the views of the public, but still work for the benefit of the organization.
Overall, I feel that it was a good entry about the first three chapters of our readings.