100212 Chapter Notes - Chapter 3: Sensemaking, Cybernetics, Cognitive Dissonance

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nellyxo20

6 Jun 2018

School

UWS

Department

University of Western Sydney

Course

100212

Professor

Kristen

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Week3)Publicrelationtheory

Lecturepods



LearningOutcomesModuleC

Thisweekstudentswillgainanunderstandingof:

● Thevarioustheoreticalcontextsthatapplytopublicrelations

● Thekeycommunicationandorganisationaltheoriesthathave

influencedpublicrelationsscholarship

● Systemstheory,communicationtheory,publicrelationstheory,

rhetoricaltheory,culturaltheory,andcriticaltheory

● Examplesofprofessionalpracticeinwhichcommunicationor

publicrelationstheorymayhavebeenapplied



Lecture1)corePRtheory

PRvalues

transparent,twowaycommunication

representneedsandinterestsofyourorganisationandsociety

ethicalandresponsiblebehaviourCSR

alignvaluesandgoalsofpractiviteswithvaluesandgoalsoforgs

prtakinganactiveroleinorg



Whataretheories

roadmapstounderstandconcept

approachesframeworkthroughwhichquestionsraised

theoriesvarieddifftheoriesonsamethingsbasedondiffassumptions



Whytheoryimp?dcrcc

drawsfromwhathasbeentestedandresearchedtobebeneficial

understandingtheoryiscriticaltoproffessionforefrontto

communicationandwhenandwhycertainstrategiesneeds

theorydevisrobustandcanbefollowedupasstudentsextendtheir

scholarlyenquiry

conceptualiseandpredictoutcomes

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challengetothinkdeeply



Influencesofmodels

communicationcampaignsthatfollowcabeffectsarefromsocialtheory

psychologyunderstandhowpeoplethink,feelshapemessagestofitr

reciever

sociologyund.whypeoplebehaveingroups

managtheorieswhymanagersworkwith



Wheretheorycomesfrom?

1992toddandheathpublish.rhetoricalandcritcalapproachesto

expandontheoreticalpersp.

1996Langandpciezapub.criticalperspectives

unlikeearlyapproacheswhichfocusedon

roles,structures,effectivenessrhetoricalapproachshapemessage

VanLeuven(1989)listsfivecommunicationandsocialsciencesmodels—

persuasion/learningeffects,sociallearning,lowinvolvement,cognitive

consistency,andvaluechange—thatunderpinthedesignofpublic

relationscampaigns.

physcologyhowpeoplebehave,think,feelsomessageseffective



Multipleperspectivesframeworkruler,fred2009



DayritSison(2007)appliedthisframeworkinanalysingtheroleof

communicationpractitionersinorganisationalvaluesetting.



McKieandMunshi(2007)intheircritiqueofthedominantsymmetric

paradigm,calledforamorepluralisticapproachtotheorytoallow

innovativeandalternativetheoreticalperspectivestotestanddevelopthe

existingbodyofknowledge.



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Similarly,Ihlen,vanRuler&Fredriksson.(2009)argueforpluralistic

studiesasawaytoavoidintellectualisolationism.



BardhanandWeaver(2011)alsovalueamultipleparadigmsapproach

whiletakingamorecriticalapproachintheirbook.



Somescholars(Deetz2001)havecriticisedtheuseofamultiple

perspectivesapproachbecause,intheirview,itweakenstheresearcher’s

focus.



BotanandTaylor(2004:651)positthatthemaindevelopmentinpublic

relationstheoryisthemovefroma‘functionalperspectivetoa

cocreationalone’.Afunctionalperspective‘seespublicsand

communicationastoolsormeanstoachieveorganisationalends’,whilea

cocreationalperspectiveseespublics‘aspartnersinthemeaningmaking

process’



Theoryandpractice

consideredtogether,eachinformeachother

ifonlyfocusonwhatdoingandhowtodopracticeoverlookaspectsof

work,nocriticalviewthatchangeswayuwork

ifacademicsfocusontheoreticalcontent,theorymaybehiddenin

theoretical,criticaldebates+failtoaddresswhattheorysmeanin

practice



CoretheoreticalperspectivesCRSABRC

Criticaltheoryprininherentlytiedtocorporateinterest

Rhetoricalperspectivefactualevidenceisreasonedargument,ethical

judgement–crucialtoeffectivecommunicationandest.solidrelos.

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100212 Chapter Notes - Chapter 3: Sensemaking, Cybernetics, Cognitive Dissonance

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