Week 3

This weeks readings were all about PR theory and the ideal means of communication, where the result equally beefits all parties invoved. I would like to focus on two particular theories, the two-way symmetric model and the relationship management approach. Grunig's symmetrical model suggests communication across an equal playing field where PR works to give evryone involved equal benefits and equal advocacy. In reality however, this model is merely a utopian dream because not all parties concerned would have equal power in the situation. For example, a PR consultant working under this model for a mine looking to expand would want equal debate and understanding between the mine owners and the local environmental protection lobby group. The mine owners however, due to their income, employees, company and institutional ties already have more power and sway over the situation compared to the lobby group. Therefore the dialogue between these groups can not be symmetrical.
The Relationship Mnagement Approach focuses on the relationship dimensions of a situation. For this above example the PR consultant would look at the balance of power, the credibility of both groups, the cooperation shown etc. and devise a strategy based on this information. I believe a mixture of these two models would be an ideal way to approach PR communications because it would take circumstances into account whilst still trying to achieve symmetrical benefits for the sponsor and the public.

Week 2

What is Public Relations? This is a question with an ever growing hybrid of answers. The Public Relations Institute of Australia gives a long, drawn out and somewhat heavy definition, however from what i could understand PR is about communications. A PR consultant organises publicity, promotions, marketing, press agentry and fundraising. They deal with numerous issues including management, crisus, financial, community, internal and external. Depending on their working environment they might provide event management, public diplomacy, problem solving abilties and even be involved with lobby groups.
Mc Elreath gave a good simple definition when saying, "a management function that uses communications to facilitate relationships and understanding between an organisation and its publics." I however, believe this defintion is too simple because it doesn't take into account the vast array of occupations and responsibilties within the PR profession. Van Meter has another opinion of PR believing, "Advertising is visibility, Public Relations is credibility." Not only does this have a go at the advertising profession but it tries to break down the image of PR professionals as merely spin doctors working to manipulate the image society gets.