Understanding Communication Theories & PR Models
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Friends’ on the occasion of ‘National PR Education Day - 6th August’ I’m delighted to share 116th Blog titled ‘Understanding Communication Theories & PR Models.’
Friends’
understanding the PR models and communication theories on the one hand make the
PR practitioners responsible as they are to manage the communication between
the organization they are serving and the target audience and on the other hand
enables the organizations to be more effective in the delivery of their products,
services, and to build a stronger relationship with their target audience
through target oriented, focused and successful communication. Let’s learn some
of the key theories of communication and PR models.
1. Aristotle Theory of Communication or Rhetoric Model
Aristotle was a well-known Greek scientist and philosopher. His communication model refers to the Linear Communication Theory that focuses on five elements: speaker, speech, occasion, audience, and effect. Aristotle introduced this one-way communication model that mainly focuses on the speech or the message. Rhetoric (oratory) model is one of the most recognized communication models globally, emphasizing the speaker’s role in making a powerful speech. This model focuses on public speaking, including how the speaker delivers a message to the audience. As this model was proposed before 300 B.C., it is regarded as the first communication model.
According to the Rhetoric model, role of the communicator is important in communication because he is the one who takes complete charge of the communication. The communicator should prepare the content by carefully putting his thoughts in words with a clear objective to influence the target audience to make them respond the way the communicator wants. Therefore, the communicator has to be very careful about his selection of words and content in this model of communication. He should first understand his target audience and then prepare the communication. The Aristotle model of communication is widely accepted model of communication where the communicator conveys the message with a view to influence the target audience and makes them respond and act accordingly.
Aristotle
identified Ethos, Pathos and Logos as three key elements to be a
good communicator. Ethos stands for credibility,
Pathos stands for emotional
connection, and Logos stands for the
mode to appeal to others’ sense of reasoning or logic. These three elements of communication reinforce one another.
2. Dialogue Theory of Communication
To change a situation or environment or constructively deal with any issue, there first needs to be a dialogue. Dialogue theory of communication focuses on promoting a dialogue between a speaker and their audience. Dialogue or say Dialogic theory of communication encourages speakers to be assertive i.e. calm, respectful, and open in presenting their ideas to an audience. Dialogic communication model encourages others to listen and also while listening, encourages others to speak, a two way communication. When individuals or groups have different perspectives and see issues differently, dialogue model can be employed as an effective communication tool to help the parties understand each other's point of view. Dialogic model comprises five principles: mutuality, proximity, empathy, risk, and commitment.
3. Systems Theory of Communication
System theory was first proposed by Von Berthalanffy and was further studied by Ross Ashby in the 1950’s. Berthalanffy proposed a system which included the inter-relations and the peculiarities of an element. His concept is focused on the completeness rather than concentrating on the single peculiarities of the system in an attempt to bring consistency between various fields. They believed the wholeness can bring more significance to the system than focusing on each and every aspect. Through this method the scientists can raise their findings to a whole new perspective.
Everything around us is being divided into various associations by which we categories into various systems. The systems theory is associated with unification of happenings detached from their subsistence. A system always will have an entity depending on the nature of the system. This entity within the system will have some general qualities and will also hold a bond between them.
Systems theory of communication views communication as a system binder, crucial for the survival and growth of an organization. Binding the sub-systems together facilitates internal stability and control. By binding the total system to the external environment, communication promotes organizational growth and goal attainment. The power of looking at communication from a systems perspective is that every communicative act impacts the system as a whole. When there is a change in one part of a system, it changes the entire system to some degree. When applied to communication, the Systems Theory Paradigm seeks to understand the inter-connectedness of human communication rather than looking at just one part.
The basic idea behind Systems Theory is, “The whole is greater than the sum of its parts.” There are four basic elements to the systems model: output, process, input, and feedback. Output represents the desired result, outcome, or goal. Process represents the operations that occur to transform the inputs to the desired outputs and the Feedback represents evaluation of effectiveness of the process and how effectively the process could be modified with other suggestions.
3. Critical Theory of Communication
Critical
Theory was developed in the Frankfurt school from scholars such as Horkheimer
and Adorno with an emphasis on examining and deconstructing fascism and mass
media. Habermaas continued the tradition of Critical Theory through his notion
of the life-world and the public sphere. He theorized that political and
economic institutions had invaded public life, leading to a lack of nuance in
discourse and preventing people from participating in a real democracy.
Critical Theory is a social theory that aims to critique and change society as a whole. Critical theories attempt to find the underlying assumptions in social life that keep people from fully and truly understanding how the world works. Critical theories aim to change and critique society as a whole by finding the underlying assumptions in social life that prevent people from participating in a true democracy.
The Critical Theories Paradigm helps us understand how communication is used to oppress, and provides ways to foster positive social change (Foss & Foss; Fay). Critical Theories challenge the status quo of communication contexts, looking for alternatives to those forms of oppressive communication. Easily identifiable examples of critical approaches are Marxism, postmodernism, and feminism. These critical theories expose and challenge the communication of dominant social, economic, and political structures. Areas of inquiry include language, social relationships, organizational structures, politics, economics, media, cultural ideologies, interpersonal relationships, labor, and other social movements.
Marxism is one of the earliest origins of critical theory. In addition, postmodernism, feminism, and post-colonialism have greatly influenced how critical theories have grown and expanded to challenge a greater number of social power structures. While each of these approaches examines a different area of oppression, all are critical approaches to enact great social changes, not only in western societies, but in cultures worldwide.
4.
The Press Agent/Publicity Model
These
include the attraction by the media due to the activities of an organization. Communication experts mostly use
this model to win the hearts and minds of the audience. It is based on
propaganda and doesn’t involve any survey or research. The main target of this
model is to manipulate how the audience reacts to specific information.
The publicity model is a one-way communication model, as the
recipients of this type of communication are not given a chance to respond.
Instead, it’s centered on creating a positive image of the company in the minds
of prospects.
5.
Public Information Model
This
represents the means by which information is generated to the public about an
organization. Although
this model is not manipulative, it doesn’t involve surveys or research to
ascertain the effectiveness of the message on the receivers. It is also a
one-way communication model, though it tends to relay accurate information
about a company.
The public information model focuses on educating the public
about a company/organization. Some of the formats used to relay this
information include brochures, magazines, press releases, and
newsletters. Most of the time, public relations experts regularly send
this information to various prospects in order to raise brand awareness.
6.
The Two-Way Asymmetrical Model
This is
a system that allows an organization to communicate with the public and receive
feedback about the same information conveyed to them. However, the writers
believed that the organization does not need to respond to the public in the
way it is requested of them. This implies that an organization cannot change
its policies due to the public feedback, but tends to put forward an
alternative to the public which the organization believes is effective (Wilcox
& Cameron 2012). A
two-way asymmetric public relations model entails communication between an organization
(sender) and the receiver (prospects/audience). With this model PR experts also
research their audience in order to identify their behaviors and attitudes.
This helps in crafting the messages sent to them.
7.
The Two-Way Symmetrical Model
This
model calls for free and equal movement of information between the organization
and the public. This implies that there is an understanding between the two
principles since both can communicate. This model works differently from the rest as it allows organizations
and their audiences to maintain cordial relationships. However the model
does involve thorough research, and according to it any conflict between a
company and its consumers must be solved amicably.
The model ensures both an organization and its audience
benefit. It gives customers a voice and platform to air their grievances, and
it makes companies responsible for tackling all this is the right way in
order to avoid tarnishing their name.
Happy National PR Education Day to all the
PR professionals of India.
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Good details about communication and pr models.
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