Reflections - Chapter 1

Chapter 1 of the textbook has answered my question posted on the previous blog entry on January 10. I have learnt that PR practitioners have to ensure that the organisation's values and goals are in line with the values and goals of the public. PR practitioners also have to practice transparency and advocate two-way communication while handling PR issues. In this way, it would ensure that PR matters are handled fairly and are above board.

I have also learnt about various PR theories. These theories are useful and can be applied to real-life situations, but they do not completely prepare a person to handle PR matters. A PR practitioner has to have experience and constant practice to effectively tackle PR issues.

The first PR theory which I have learnt is the communication theory. It postulates that the receiver of a message has to interpret it and respond to the message. This is similar to Schramm's communication model, which portrays communication as a circular flow where messages are passed two-way between parties.

This theory can be linked to crisis management in PR practice. PR practitioners have to handle the communication between the organisation and the public when there are disputes between both parties. For instance, the communication theory is utilised when PR practitioners have to respond to complaints from the public. Messages from the public are sent to the organisation and PR practitioners have to interpret them to understand the complainant's objective and then find the best possible way to respond.

The behavioural change theory postulates that the objective of public relations is to increase awareness on a particular cause and provoke action from the public. In this theory, PR is seen as a form of education for the public and a catalyst for people to take action against a particular issue.

This theory can be applied to awareness campaigns, which are organised by PR practitioners. An example of such campaigns would be blood donation drives, which aim to garner more blood donors among the public. The Singapore Red Cross Society regularly recruits donors by conducting talks in schools, companies and community organisations. These talks increase the public's awareness on the importance of blood donation. Their increased knowledge on blood donation means that the public is more aware that they can help to save lives. This incentivises them to step forward and sign up as donors.