Understanding 21st Century PR
This reading covers rather mainly on Public Relations theory and its background. With regards to PR theories, I shall discuss its uses and if these theories are still relevant in the current age. As stated in the reading, PR theories are very extensive and its principles are drawn from a wide array of perspectives, research and theoretical bases.
I do agree that theories are important to a PR practitioner during his/her learning stages as a student. As PR theories are constantly evolving, they also guide and update current PR practitioners on the latest developments. All these ensure PR practitioners have a proper and sound framework to base their practices on. Without PR theories, PR practices may not be as effectively carried out as one would have liken it to. As stated in the reading, "to practice PR, you need knowledge and skill". In addition, "you need the rational and understanding of why you manage in certain ways, thereby giving context to your decision making and practice."
Yet, I personally acknowledge that PR practitioners should not be entirely reliant on current PR practices. In my opinion, theories should not hinder one's creativity and intuition in coming up with ideas and campaigns. As stated in the reading, theories have yet to address the issue of the complexity of PR practices and its extensive variation in different parts of the world. Due to rapid technological advances, the dynamism and methods of communication is constantly evolving. It can never be fixed in the current age. It is precisely why "intercultural perspectives, global relevance and applicability" can never reach a common ground that theories will similarly not have an end point. PR theories will still change and evolve in years to come.
PR theories should still be taught to students and remain useful to scholarly enquiry. However, current PR practitioners should not be bounded or restricted by these theories. They should have the freedom to explore even further, at the same time ensuring that current PR theories remain relevant to their practices.
- Andy
Yes, I do agree to the fact that theories are constantly evolving and that before even practicing Public Relations, we do need a certain knowledge of certain theories to guide us along the way. Also, the last point that you wrote is certainly true as we should not be restricted by the theories and should think out of the box at times. Good one!
ReplyDeleteThank you! Theories do indeed act as a guiding principle but we must not be caged by it. Yes, lets do think creatively in any future PR assignments or practices we may need to undertake.
ReplyDelete-Andy