Step 1: System theory
We all know that the external environment is changing, which creates more challenges and obstacles to organizational survival. In 2008 and 2009, we were facing the international financial crisis. Since late 2009, the world has been recovering from the recession. Facing the changing environment, organizations should be able to adapt to the changes. Organizations should be able to find in the turmoil the opportunity to survive and better-off.
I think it is impossible for any system or organization to be completely closed. When globalization is preferred on over the world; transnational and transcontinental cooperation is in increase, the suggestion for organizations is to open its system to take over techniques, technology and even feedback from their public to improve. However, if an organization is too open to the world, it may lose its trade secrets. So, to what extend should an organization be open to the external environment?
According to Sison (2009), public relation practitioners are seen as boundary spanner of an organization. I guess a successful public relations person is the one who knows the degree to which his/her organization should operate.
Step 2: Communication theories
Shannon and Weaver proposed the transmission model of communication. I think this model is not sufficient because it is only an one-way communication. It ignores the feedback from receivers. Even though most of media programs today are seen as one-way communication, they still consider audiences' interests, concerns and demands. In other words, there is the communication path from audiences to producers, which shapes the content of media programs. Well, I think the reception model of communication which proposed by McQuail (2000) is a sufficient model because it does take into account the power of audiences in interpreting messages they receive.
Step 3: Putting the pieces together
Sison (2009) suggested that relationship management is a remarkable theory for public relation practitioners. I think the key goal of public relations is to build and maintain the relationship between an organization and its public. Therefore, it is obvious that relationship management is a very important aspect of a public relation person's daily work.
Sison (2009, pp. 75-76) stated: "public relations may be as well be called 'personal' relationships, as the development and maintenance of relationships largely depends on the strength of the personal relationships between relational partners." Doesn't it mean that a public relations person who has larger personal network is more effective then the one who does not?
Step 4: Rhetorical and interpretive perspectives
I particularly notice the cultural theory discussed in the chapter. I think cultures do affect the way people plan and practice public relations. Five dimensions of culture suggested by Hofstede are power distance, uncertainty avoidance, individualism vs collectivism, masculinity vs femininity, long- vs short-term orientation. I think the five dimensions raise awareness among public relations practitioners, especially those who work in multinational company, about the difference in cultures in the world. If a company, for example, wants to carry out a public relations campaign in other country, or assign a public relation person to work in a new established office in a country, it should do research on the culture and train its public relations person about it to avoid cultural shocks, or failure in its campaign.
