The Second Week.

Chapter 3: Theory, Theory, Theory.

In this chapter, we look at the core and the theories that make up PR.

“Take time to uncover the theoretical layers: in doing so you will be prepared for a deeper and more meaningful grasp of public relations and be taken from the ‘This is how we do it’ phase to ‘This is making sense’ phase.” (Marianne D Sison, 2007)

Part 1 – The organization is a system, made up of different parts such as manufacturing, marketing, finance, human resources, and public relations.

The Systems Theory is about how when an organization is a member of the environment, in order to survive, the organization has to adapt to its environment. At the same time, with the environment changing, the organization has to respond and adapt to it. An organization’s adaptability to change, especially within a complex and turbulent environment, is its key to survival.

One of the methods to do so is having variety, like having employees with different points of view to prepare the organization and withstand the effects of change. The reasoning behind this is that these diverse members will enable the organization to access information and insights that may provide competitive advantage.

Part 2 – Communication Theories

Looking at Shannon and Weaver’s mathematical model of communication, I am reminded about how much clear communication matters today. A message is passed through a medium, with ‘noise’ such as advertisements cause miscommunication. But it is only through this medium you can reach the mass media.

Talking about emotional appeal, the Persuasion theory suggests that using fear appeals in media messages is effective in making people change their behavior. This really caught my eye. There was a anti-smoking advertisement on TV once, it showed a really old lady all weak and tired with wrinkles. It then proceeded to tell us that the lady was only 28 years old, and that was what smoking could do to you. That advertisement really made the news and the local magazine, 8 Days. Till today, that image remains etched in my memory.

“Persuasion is a scientific persuasion with imbalanced effects, and manipulation of the publics for the organization’s benefit.” (Grunig & Hunt, 1984)