Understanding Communication Theories & PR Models

Friends, Thank you very much for taking out time from your busy schedule to read my blog(s). Sharing knowledge with you has become my passion now. I feel encouraged after reading your feedback in the comments column. Friends’ Everything I do or say is PR.

Friends’ on the occasion of ‘National PR Education Day - 6^th August’ I’m delighted to share 116^th 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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