This paper aims to address the question, whether an understanding of traditional communication theory can contribute to the effective use of social media or not. The question will be addressed by utilising relevant theoretical frameworks as well as examining current developments and dominant debates within PR practice.
In order to discuss this topic, it is first necessary to define what traditional communication theory is and what role it plays within PR practice. Thus, the assumption of PR to be an interdisciplinary study constituted of humanities, sociology and communication appears important. Whilst humanities studies focus on the viewpoint of rhetorical and discursive approaches and sociology studies understand communication in terms of systems process by adopting systems theory, communication studies address PR from different ‘mindsets’.
Human communication is explained with psychological concepts; persuasion is considered to be a goal of both mediated and direct communication; and mass communication focuses on media relations theories and media effects. Derived from this we can conclude that communication theory can be identified as an element of PR practice. Correspondingly. the use of social media is a technique of building media relations, and therefore a subject of mass communication. However, these considerations do not explain which part of communication theory can be identified as traditional.
Communication is inevitable in public relations (PR) practice, because it contributes to the building of good relationships between an organisation and its stakeholders with the desired outcome of “…earning understanding and support and influencing opinion and behavior”. PR practitioners manage relations to community, employees, consumer and other stakeholders by understanding and using communication concepts and strategies.
Recently, the communication practice of PR practitioners has been challenged by the heavy influence of the revolutionary character of the internet. In other words, they face the challenge of adapting their communication strategies at the same pace as the new technologies and tools are developing. Especially “the rise of social media” provided a rich debate ground for PR practitioners, PR theorists and academics of different disciplines.
Table of Contents
1. Introduction
2. Traditional Communication Theory in PR
3. Excellence Paradigm and Models of Public Relations
4. Social Media in PR Practice
5. Theoretical Definitions and PR Strategies
6. Systems Theory and Two-Way Communication Models
7. Application of Theory to Practice
8. Conclusion
Objectives and Topics
The primary objective of this paper is to critically evaluate whether an understanding of traditional communication theories can contribute to the effective use of social media within public relations (PR) practice. The research explores the historical development of communication models, their relevance in the digital age, and the strategic integration of new media tools.
- Theoretical evaluation of traditional communication models (e.g., Lasswell, Westley and McLean).
- Application of Grunig and Hunt’s Excellence Paradigm to modern PR practices.
- Critical analysis of "Old PR" versus "New PR" and social media dynamics.
- The role of dialogue, persuasion, and systems theory in digital engagement.
- Strategic implementation of social media as a tool for relationship management.
Excerpt from the Book
Critical Reflections on Public Relations
Communication is inevitable in public relations (PR) practice, because it contributes to the building of good relationships between an organisation and its stakeholders with the desired outcome of “…earning understanding and support and influencing opinion and behavior” (CIPR 2010a). PR practitioners manage relations to community, employees, consumer and other stakeholders by understanding and using communication concepts and strategies (Tench, D’Artrey and Fawkes 2009). Recently, the communication practice of PR practitioners has been challenged by the heavy influence of the revolutionary character of the internet (Casteltrione 2011). In other words, they face the challenge of adapting their communication strategies at the same pace as the new technologies and tools are developing. Especially “the rise of social media” (Bailey 2009, p. 313) provided a rich debate ground for PR practitioners, PR theorists and academics of different disciplines. Thus, in an industry where “…effective communication forms the basis of good relationship management, a process that lies at the heart of effective PR” (Grunig 1992, cited in Edwards 2006, p.144) it is vital to assess whether an understanding of traditional communication theory can contribute to the effective use of social media or not. This paper aims to address this question by utilising relevant theoretical frameworks as well as examining current developments and dominant debates within PR practice.
Summary of Chapters
1. Introduction: Introduces the critical role of communication in PR and defines the challenge posed by the rise of social media to traditional PR strategies.
2. Traditional Communication Theory in PR: Explores foundational theories such as the Lasswell Formula and their limitations regarding modern feedback and noise elements.
3. Excellence Paradigm and Models of Public Relations: Examines Grunig and Hunt’s four models, contrasting one-way propaganda-based models with two-way symmetric dialogical models.
4. Social Media in PR Practice: Defines social media as a construct of online technologies and highlights its role in relationship building and engagement.
5. Theoretical Definitions and PR Strategies: Discusses the shifting status of social media from a "buzz word" to a strategic tool for PR practitioners.
6. Systems Theory and Two-Way Communication Models: Analyzes how systems theory provides a context for using digital tools to achieve mutual understanding.
7. Application of Theory to Practice: Investigates the gap between theoretical knowledge and the practical application of social media in modern organizations.
8. Conclusion: Summarizes that traditional theory remains relevant when defined as a "dominant paradigm" and urges practitioners to strategically integrate social media.
Keywords
Public Relations, Social Media, Communication Theory, Relationship Management, Excellence Paradigm, Two-Way Symmetric Model, Persuasion, Digital Engagement, Systems Theory, Media Relations, Strategic Communication, Traditional Theory, Online Stakeholders, PR Practice, Dialogue.
Frequently Asked Questions
What is the core focus of this research?
The research focuses on the intersection of traditional communication theories and the modern usage of social media in the field of public relations.
What are the primary thematic areas covered?
The document covers communication history, the Excellence Paradigm of PR, systems theory, and the strategic implementation of online communication channels.
What is the main research question?
The paper asks whether understanding traditional communication theory can contribute to the effective use of social media in contemporary PR practice.
Which scientific methods are utilized?
The paper employs a literature-based theoretical analysis and a critical evaluation of existing communication models and academic frameworks.
What does the main body address?
It addresses the definition of traditional theory, the four models of PR, the role of "gatekeepers," and the practical challenges of digital engagement.
Which keywords best characterize the work?
Key terms include Public Relations, Social Media, Excellence Paradigm, Two-Way Symmetric Model, and Strategic Communication.
How is the "two-way symmetric model" applied to social media?
The model is seen as a foundation for dialogical communication, where social media acts as an interactive channel for building mutual understanding.
What is the author's stance on the "ownership" of social media?
The author argues that debates regarding the ownership of social media should cease and that practitioners should focus on effectively utilizing these platforms as tools.
- Quote paper
- Maria M. (Author), 2012, The traditional communication theory and the effective use of social media in public relations. A critical reflection, Munich, GRIN Verlag, https://www.grin.com/document/972394
