Chapter3: Theoretical Contexts

First of all, I really appreciateRichard Amos, the managing director of the Melbourne- based business and communication strategy firm, Royce because his opinion is also his experience from the basic education and career. From those points, I can realize that when you join to the workforce, it's not meaning that you cannot improve your knowledge anymore. Even though, we can achieve many experiences during the working journey but the right thing is "Professional ability starts with education, it certainly doesn't start when you got the job," Mr. Richard Amos said. Before reading this chapter, I always think that when some one starts in workforce for many years so you will become successful because it depends on your skill, but now I changed my mind. I you don't have any basic education or you don't even know any theory about PR so I am sure that you will not able to success.

After reading the Theoretical Contexts, I can understand many different theoretical contexts which apply to the Public Relations. Moreover, I also realize how the key communication and organizational theories have influenced public relations scholarship. Specially, I read some examples about the professional practice in public relations theory may have been applied. But the main topic in this chapter which I just realized that how is the important of theory in PR. As early approaches to the development of public relations theory belong with influences from psychology, sociology, social science and management disciplines and of course included communication. Those object are really helpful because they help to understanding how the individuals and audiences think and how people behave within their groups or between other groups. Besides that, they have the management theories that help managers to have the right behave to their colleagues, CEOs. I felt that theoretical is really useful because it can applies to worker, practitioner and even the subordinates to help they achieve the best result. I think I will try to understand or at least read all the theoretical about PR.

In this chapter, they mention a lot of theories such as Grunig and Hunt's four models. Even though, I did not really understand clearly about the four models but I knew that there combine one way and two way communication. Furthermore, they want to emphasis the truthful of the information and they also want to create the chemistry or understanding between organization and their public. This is one more theory which I prefer- Situational theory of publics because in this theory they not mentioned about how to understand the audiences or how to become a good PR practitioner, but they mentioned about how to solve the problem in communication and predict communication behavior, attitude change.

Finally, I felt that this is the interested chapter and more important is it really help us to improve the basic skill to become a success PR in future.