In my point of view, theories are frameworks that help to enable public relations to construct a better understanding for the entire scenarios. For public relations practitioners, they don’t just simply make organizations become prominent and build a good reputation for them, but also need to handle all sorts of crisis management when problems occurred. In this case, public relations practitioners are required to use strategies and effective methods to overcome the barriers.
I think the key points to remember from this week’s readings are that different scenarios have its different theories to apply for, in order to maximize the efficiency in particular circumstances. For instance, the article ‘A crisis of epidemic proportions: What communication lessons that can practitioners learn from the Singapore SARS crisis? has implemented the theory of two-way symmetrical model.
During SARS period, the public relations have played an important role to create public awareness by increasing issue salience. Also, the engagement between the government and the publics are necessary to bring about symbiotic changes in the ideas, attitudes and behaviors. Mutual communications, which is the two-way symmetrical model, helps to gain more trust from the public because they were assimilated on the issue too.
The readings made me think more about public relations theory or practice in that the two-way symmetrical model neglects the theory of power on other organization. Firstly, the organization in this model adapts public’s opinion and do research and analyze in order to satisfy their needs. Secondly, they don’t persuade the publics but to do something that suits them and satisfied them.
This model has gradually become the most effective model in recent years. ‘Several studies have shown the ineffectiveness of the press agetry, public information, two-way asymmetrical models’ (Grunig and Grunig 1992:308).
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"The readings made me think more about public relations theory or practice in that the two-way symmetrical model neglects the theory of power on other organization. Firstly, the organization in this model adapts public’s opinion and do research and analyze in order to satisfy their needs. Secondly, they don’t persuade the publics but to do something that suits them and satisfied them."
I was kind of confuse when I tried to read what Yitong was trying to bring across in this paragraph. However, at the end of the day, I understand what she meant, that organizations and publics should seek towards a mutual understanding, supporting one another. :)
Relationship management theory is a useful tool to be implements in organizations to to gain the trust of both the internal and external publics. It is important for the PR theories and strategies guiding PR practitioners in plaaning their agenda. I felt that it is impossible to use only one strategy for too long a time as businessed and market demands are always changing and also the tactic of communication process with the publics.
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