Analysis of "This is PR: The Realities of Public Relations 9th Edition" (part 9)

Theoretical Underpinnings for PR

Organizational Theory

The basis for organizational theory lies in general systems theory. The theoretical concept can be found in works by Georg Hegel. His idea of a power struggle provided by tensions of opposing ideas was picked up by Karl Marx who applied it to labor versus capitalism. To some extent Darwin's work on evolution was not exactly a survival of the fittest, a sort of power struggle, but he saw species adapting to pressures from their environment (This is PR: The Realities of Public Relations 9th Edition by Doug Newsom, Judy VanSlyke Turk and Dean Kruckeberg, pgs. 119-20). 

Biologist Ludwig Von Bertallanfy used systems theory for his expansion and adaption of the idea to general systems theory for his expansion and adaption of the idea to general systems theory. His belief that all life forms, social as well as biological are organized for dynamic interaction to sustain life was picked up by therapists who used the life systems theory in their interactional theory of communication (Newsom, Vanslyke Turk, Kruckeberg, pg. 120).

Systems theory embraces an organization and all of its publics. The idea that all parts of a system are interrelated and function as an organized whole that is greater than the sum of its parts. These systems are open to change from the outside environment but the amount of change is relative to the degree of openness of the system. You will hear organizations referred to as having open or closed information systems. All systems try for but never gain real equilibrium or stability (Newsom, Vanslyke Turk, Kruckeberg, pg. 120).

Many theories have evolved from this basic concept, including open systems theory, but one that is of particular interest to us is cybernetic systems theory developed by Norbert Wiener in 1948 for physical systems but later found applicable to organizational systems. This is one of the sources for the idea of goal setting within an organization and the notion of using feedback to adjust actions directed toward achieving that goal. Here is the way it works. A system's control center directs behavior toward a goal and systems mechanisms are used to change system behavior when feedback suggests that the goal is not being met (Newsom, Vanslyke Turk, Kruckeberg, pg. 120).

Systems approaches are not the only ones used and not the only sources for communications theory. Two others are especially important: cultural and critical/postmodern. PR literature often refers to the impact on PR practice of organizational culture. The primary basis for the organizational culture is its values. That is why you read so much about good public relations practice being aligned with an organizational mission statement - its reason for being - and its values either stated or implied by the practices and behaviors of its employees. Organizational cultures change because they depend on the interaction of participants in them. However, the most direct influence is the organizational leadership. Sometimes a change of leadership changes the culture (Newsom, Vanslyke Turk, Kruckeberg, pg. 120).

All members of the organization may not share the organizational culture or at least not to the same degree. All organizations have subcultures that exist within the broader culture and some may be connected to the particular skills or knowledge of a subgroup. For example, in a university setting, even though there is an overall mission statement, colleges and departments also have mission statements, and often the culture of one department differs from that of another (Newsom, Vanslyke Turk, Kruckeberg, pg. 120).

The study of cultures usually involves quantitative research. One such measure that deals with social science research is ethnography. Ethnography treats the study of culture as a text to be read and draws observations from direct involvement in the organization to gain personal experience. The theory about the organization is then "grounded" in direct experience (Newsom, Vanslyke Turk, Kruckeberg, pg. 120).

Critical and postmodern approaches have also had an effect on theory in the field. For example, systems theory attempts an objective approach to understanding organizational dynamics, whereas cultural theory tries to experience an organization as an insider so as to interpret it to outsiders. Critical theory, with its origins in Karl Marx looks at organizations as power structures of dominance (Newsom, Vanslyke Turk, Kruckeberg, pg. 120).

Postmodernists believe that an historical break occurred sometime in the mid-1960s to move us into a postmodern world. Postmodern characteristics include a global economy, the dominance of popular culture and the power and control of organizations over people. Postmodern theorists see scientific methods and rational critical inquiry as inadequate for examining today's society (Newsom, Vanslyke Turk, Kruckeberg, pg. 120).

The major criticism of postmodern theory is that it is nihilistic, rejecting all moral principals - no basis for social orders, values or moral conduct. As theories are viewed though, postmodernism is considered "new" and a theoretical frontier (Newsom, Vanslyke Turk, Kruckeberg, pg. 120).

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