WEEK THREE READINGS

I believe the key messages from the week three readings were the theory and models behind Public relations. The readings highlighted the numerous ways in which PR can be viewed and practiced. The reading suggests there is a disconnected between public relations literature and reality. Two way symmetrical communication and the limitations of this model was focused on in the journal article. Although the model suggests balanced communication and negotiation we know an agenda is still being pushed. I thought the values implied by the model was an important point. These being collaboration, negotiation, and compromise. The journal made me question the existence of these values in the model.

The readings made me think more about PR in theory as it discussed all the major public relations models. It gave me an increased understanding of how PR can be viewed in numerous different ways. I found the agenda setting theory highly relevant to PR. Through items such as media releases PR practitioners can create positive news and publicity for the client. The aim is to get their organsiation of the agenda This in turn creates a good image and reputation, this I believe to be the core or PR.

NOTE: for Week Three I critiqued Gabrielle Ryan's blog