Topics for discussion (ппк)

1. What definition of PR can you give?

The Public Relations Society of America offers this definition: «Public Relations helps an organization and its publics to adapt mutually to each other. Public Relations is an organization’s effort to win the co-operation of groups of people. Public Relations helps organizations effectively interact and communicate with their key publics».

The IPR (UK) framed the definition that is still useful: Public Relations is tha planned and sustained effort to establish and maintain good will and understanding between an organization and its publics.

It’s important to stress that PR is not about dealing with «the public» as people often think. One of the key concepts of PR is the idea that these groups — or publics — have different information needs and exert different demands on organizations.

4. What theories in PR could you mention?

The four models in Grunig’s and Hunt’s theories have developed into models by which the practices of today are analyzed and judged by. Here is a review of the four models.

Public Relations Theories / Press Agentry Model.

During the 19th century press agents labored to create news to influence public opinion. A press agent does not conduct surveys or research they just want to manipulate behavior. Accuracy and credibility are not priorities with this kind of model.

This is a one way communication from the press agents to their publics that uses persuasion and manipulation to influence behavior of an audience. This method is usually employed by practitioners for one way communications to sell products or services without any quantitative analysis of the results.

Public Relations Theories / Public Information Model.

This model is still a one way communications method but accuracy of the message become more vital. This model does not consider information about the audience to be essential in constructing messages and releases. In the early 20th century there was move among some enlightened public relations practitioners towards more truthful and accurate messages.

The move away from half truths and outright falsehoods was the precursor to increasing ethical practices. Although this model still does not have any methods for quantitative analysis of the results practitioners are slightly more inclined to gather feedback from their audiences. This model is used mostly by government agencies, military units, and law enforcement agencies.

Public Relations Theories / Two Way Asymmetric Model.

Feedback is more important to practitioner but the aim is not to improve organizational practices but rather to influence attitudes of their audiences. After World War I there was an increase in consumer products which also dictated the need for marketing that was targeted specifically for a definite demographic or audience.

Although this models advocates two way communication practitioners are hardly thinking about balanced communication. The goal of this model is to get into the psychology of their audience so that messages can be tailored to get the most effective reaction. This is the method most used by advertisers all round the world.

Two Way Symmetric Model. This is probably the most ethical method of all the models. The aim of this model is dialogue not monologue. The feedback that the organization gathers is used to change organizational practices.

Negotiation, resolution of conflict, mutual understanding, and mutual respect between the organization and its publics are the desired results of this model. This model is often employed by business or non-profit organizations that find themselves in a conflict situation. This model attempts to find a mutually advantageous solution to a problem.

5. Why are ethical principals so significant for PR practitioners?

This Code applies to PRSA members. The Code is designed to be a useful guide for PRSA members as they carry out their ethical responsibilities. This document is designed to anticipate and accommodate, by precedent, ethical challenges that may arise. The scenarios outlined in the Code provision are actual examples of misconduct. More will be added as experience with the Code occurs.

The Public Relations Society of America (PRSA) is committed to ethical practices. The level of public trust PRSA members seek, as we serve the public good, means we have taken on a special obligation to operate ethically.

The value of member reputation depends upon the ethical conduct of everyone affiliated with the Public Relations Society of America. Each of us sets an example for each other — as well as other professionals — by our pursuit of excellence with powerful standards of performance, professionalism, and ethical conduct.

Emphasis on enforcement of the Code has been eliminated. But, the PRSA Board of Directors retains the right to bar from membership or expel from the Society any individual who has been or is sanctioned by a government agency or convicted in a court of law of an action that fails to comply with the Code.

Ethical practice is the most important obligation of a PRSA member. We view the Member Code of Ethics as a model for other professions, organizations, and professionals.