Chapter 3- Theoretical Perspectives

The chapter explains the importance of interpreting PR through applying various theories and also audiences and the associated media effects upon them. I was particularly drawn to Semiotics and its effects upon audiences. It made me think of a recent advertising campaign for Coke Zero and the consequent PR involvement.

Semiotics in simple terms is the study of signs and their representations. It encompasses the manipulation or shaping of people's thoughts through the use of symbols, whether visual or otherwise, and their associated connotations. For example, the colour red is often a symbol for stop seen at traffic lights and stop signs. This is an automatic human response to a red symbol. The same principle is used for advertising when using symbols to market a product.

"Semiotics demonstrates the way meaning can be manipulated by words, metaphors and images. The role of perception in communication and how perception is culturally determined."

A recent campaign for Coke Zero involved 'underground' methods of advertising where the ambiguous phrase "The Zero Movement" was spray painted on walls, trains and pathways in Sydney's CBD. Internet spam was also used to make the 'movement' appear edgey and aqcuire hype and public interest. Through this symbol, Coke were able to heighten the brand name before even releasing a product. Slogans such as "Why can't nights out come with zero morning afters??" were used to attract men into consuming the product due to the male stigma surrounding 'diet' coke... which is also a feministic symbol we associate with the social pressures for women to stay thin. Coke were trying to capitalise on a target audience (In this case men). The readings heightened my understand of this notion:

"By identifying audiences that share similar patterns of media usage, media and cultural planners can develop behavioural profiles of audiences."

Deceivingly appearing as a grassroots movement, Coke has gone against the theoretical underpinnings of Grunig's "Two-way symmetric" model which is considered the ethical or 'ideal' model of PR application. Ideally, Public's views are respected and given the same importance as the organisation in question. This certainly isn't the case in the Coke example. The "press agentry" model fits perfectly however, due to the extreme lengths Coke went to create hype for a premmature product.

I found this example really interesting- here is a link to find out more if you feel the urge :

http://www.thezeromovement.org/quotes_on_the_coke_zero_movement.html#general

This example also demonstrated to me the fine line between marketing and PR practise and the growing grey areas between the two which was explained in the first reading:

"Some tools and functions of PR can be used to assist the promotion and sales of products and services, and are thus included in the 'marketing mix.'"

I understand that the main difference is that marketing is profit based and PR is not necessarily so, however I found 'the zero movement' particularly interesting as there was no actual product being pitched, just a fabricated movement which is most easily described through the application of semiotics.

See Nathan's blog for critique.

Chapter 1 & 2

Until the completion of the readings this week, my understanding of PR was limited and un-informed. My initial perceptions of the profession (like most passive media audience members) were based around stereotypical, popular representations such as Eddie and Patsie in the BBC series "Absolutely fabulous" and Prentiss and McCabe in "Absolute Power". The programs embody the all too common sensationalist perception of PR Practise, focusing on spin, celebrities and manipulation in the name of wholesome entertainment.


Reflecting upon Stephen Fry's hilarious anecdotes, I am not surprised the PR industry is plagued with stigma and negative connotations. I found the historical component of the readings interesting as they provided further insight as to why the profession is sometimes frowned upon beyond spin and dishonesty. The tensions between journalists and PR practitioners was particularly interesting, as many journalists who moved to the greener pastures of PR were labelled traitors. The ripples of this hostility are perhaps still an influence in many peoples dissatisfaction for PR practise.

"The stereotype of the journalist who abandoned a low paid but honourable
job to become a well-paid mercenary of business was formulated at this time
(1950s/60s) and remains strong today."

The readings also confirmed that the stigma plaguing PR professionals is undeserved. Unfair perceptions of the industry such as dishonesty, manipulation and spin are gross generalisations made by un-informed persons exposed only to sensationalist experiences of the practise. The following is an excerpt about "Absolute Power" taken from the BBC website which I think embodies the common misconceptions of PR:

"A savage swipe at the modern-day obsessions of celebrity and spin, Absolute Power cast light on
life at Prentiss McCabe, the doyen of PR agencies where - with an almost heroic lack of morals or ethical responsibility - the staff spin news stories to benefit their often loathsome clients: wife-beating entertainers, ruthlessly ambitious politicians, bad-boy footballers, duplicitous TV personalities and others."

http://www.bbc.co.uk/comedy/guide/articles/a/absolutepower_999031110.shtml

The various ethical and social responsibilities involved in PR are made clear through the social responsibility theory and the definition of PR:

"The ethical and strategic management of communication and relationships in order to build and develop coalition and policy, identiful and manage issues and create and direct messages to achieve sound outcomes within a socially responsible framework."

The social responsibility theory accepts the role of the press as the integration of enlightening the public and safe-guarding the liberties of the individual in what can be deemed a 'fourth estate' role- A form of media watchdog.

It is interesting however that media message receivers do not consider the media as "socially responsible" or ethical. This means that messages being sent are likely to be ignored and impact less people due to public cynicism. I am keen to read on to chapter 3 where it explains this in further detail through theories of PR and its methods such as semiotics to reach audiences.

I feel the most important thing i have taken from the readings so far is that the stigma attached to PR is a gross simplification of the complex and varse industry that is much more encompassing that I first imagined. This is actually going to be a interesting subject :)