Theoretical Context

'A functional perspective sees publics and communication as tools or means to achieve organizational ends, while a co-creational perspective sees publics as partners in the meaning-making process.' (Botan & Taylor 2004)

Having read through the chapter on theoretical context, I can't help but see the parallels between communications theory and public relations theories, which has also been noted by the author. In the functional perspective, it has been compared with quantitative research approach which attempts measure results based on statistics. However, qualitative surveys that has been added to the quantitative surveys would help surveyors gain a more in depth understanding of the subject and help them to be more observant to situations that might other wise been overlooked.

However, is there really any use in understanding these theories about public relations? While it has been useful in helping me to frame my understanding about Public Relations, I reckon that all these theories would be quite redundant in a real working world. PR is not like the scientific or engineering realm where lessons may be applied into the work upon graduation (though not entirely), as it requires us to understand the culture and direction of the companies we are working for, formulating new ideas and concepts that would suit it.

Meanwhile I shall continue to learn with an open mindset :)

First Lesson

Finally there is now something to force me to start writing a blog! I had always wanted to start my own blog but never found the motivation to so. The first lecture on PR definitely helped to clear up some misconceptions I had about it. Whenever someone asks me about PR, I would not be able to answer them and would assure them I will have a better idea once I have more insight into the subject.

I found out that being a PR practitioner is not just being the face of the company, and building media relationship is a really important aspect of it. I never knew that so many of our news articles are actually written by PR personnel, and I can only imagine the kind of creativity and effort they must put in in order to for the media release to be accepted and published by the press.

Another aspect of PR is crisis management, as such in the case of products with defects, PR actually holds a very significant role in managing the situation. Whether it be advising the management, sending out press releases, or answering inquiries from the media, PR consultant have to deal with problems from both within and without the company.

From the lessons today, I felt that I have somewhat underestimated the significant duties of a PR practitioner, and I do hope that future lessons will help me to understand PR better.