Transcript Cutlip & Center`s Effective PUBLIC RELATIONS

Cutlip & Center's
Effective
PUBLIC RELATIONS
Tenth Edition
PART II
Foundations
Chapter 7
Theoretical Underpinnings:
Adjustment and Adaptation
Cutlip & Center's Effective Public Relations, Tenth Edition
Glen Broom
Copyright ©2009 Pearson Education, Inc. Publishing as Prentice Hall
Upper Saddle River, New Jersey 07458
All rights reserved.
Study Guide
After studying Chapter 7, you should be able to:
1. Define a system and explain how systems theory is
useful for explaining how adjustment and adaptation
are essential to public relations.
2. Explain the differences between open and closed
systems, using notions of “reactive” and “proactive”
public relations.
7-1
Cutlip & Center's Effective Public Relations, Tenth Edition
Glen Broom
Copyright ©2009 Pearson Education, Inc. Publishing as Prentice Hall
Upper Saddle River, New Jersey 07458
All rights reserved.
Study Guide
After studying Chapter 7, you should be able to:
3. Define systems theory concepts— homeostasis, static
and dynamic states, morphogenesis, negative and
positive feedback, and cybernetics.
4. Diagram, label, and explain the open systems model of
public relations.
7-2
Cutlip & Center's Effective Public Relations, Tenth Edition
Glen Broom
Copyright ©2009 Pearson Education, Inc. Publishing as Prentice Hall
Upper Saddle River, New Jersey 07458
All rights reserved.
A system...
• …is a set of interacting units that endures
through time within an established
boundary by adjusting to change
pressures from the environment in order to
achieve and maintain goals.
7-3
Cutlip & Center's Effective Public Relations, Tenth Edition
Glen Broom
Copyright ©2009 Pearson Education, Inc. Publishing as Prentice Hall
Upper Saddle River, New Jersey 07458
All rights reserved.
Cybernetics Model
7-4
Cutlip & Center's Effective Public Relations, Tenth Edition
Glen Broom
Copyright ©2009 Pearson Education, Inc. Publishing as Prentice Hall
Upper Saddle River, New Jersey 07458
All rights reserved.
Open Systems Model of Public Relations
7-5
Cutlip & Center's Effective Public Relations, Tenth Edition
Glen Broom
Copyright ©2009 Pearson Education, Inc. Publishing as Prentice Hall
Upper Saddle River, New Jersey 07458
All rights reserved.
Responding to Change Pressures
 Closed–systems approach
or
 Open–systems approach
7-6
Cutlip & Center's Effective Public Relations, Tenth Edition
Glen Broom
Copyright ©2009 Pearson Education, Inc. Publishing as Prentice Hall
Upper Saddle River, New Jersey 07458
All rights reserved.
Cuttlefish
7-7
Cutlip & Center's Effective Public Relations, Tenth Edition
Glen Broom
Copyright ©2009 Pearson Education, Inc. Publishing as Prentice Hall
Upper Saddle River, New Jersey 07458
All rights reserved.
Closed Systems Approach
 Assumes to have power to “correct” the environment
 Attempts to change undesirable states in the
environment
 Takes the form of non-information or low-information
value output
 Emphasizes persuasive communication
 Attributes great powers to messages placed in the
media
7-8
Cutlip & Center's Effective Public Relations, Tenth Edition
Glen Broom
Copyright ©2009 Pearson Education, Inc. Publishing as Prentice Hall
Upper Saddle River, New Jersey 07458
All rights reserved.
Open Systems Approach
7-9
Cutlip & Center's Effective Public Relations, Tenth Edition
Glen Broom
Copyright ©2009 Pearson Education, Inc. Publishing as Prentice Hall
Upper Saddle River, New Jersey 07458
All rights reserved.
Open Systems Approach
 Identify the problem situation
“What’s happening now?”
 Identify components of the system
“Who is involved / affected?”
“Who are the stakeholders?”
7-10
Cutlip & Center's Effective Public Relations, Tenth Edition
Glen Broom
Copyright ©2009 Pearson Education, Inc. Publishing as Prentice Hall
Upper Saddle River, New Jersey 07458
All rights reserved.
Open Systems Approach
Specify relationships with stakeholders
“How are we mutually involved and / or
affected?”
Determine how the system behaves
“How do we now interact?”
7-11
Cutlip & Center's Effective Public Relations, Tenth Edition
Glen Broom
Copyright ©2009 Pearson Education, Inc. Publishing as Prentice Hall
Upper Saddle River, New Jersey 07458
All rights reserved.
Open Systems Approach
 Specify relationships with
stakeholders
“How are we mutually involved and / or
affected?”
 Determine how the system behaves
“How do we now interact?”
7-12
Cutlip & Center's Effective Public Relations, Tenth Edition
Glen Broom
Copyright ©2009 Pearson Education, Inc. Publishing as Prentice Hall
Upper Saddle River, New Jersey 07458
All rights reserved.
Open Systems Approach
 Monitor the environment
“What’s happening out there that affects
our relationships with stakeholders?”
 Determine the system’s evolution
“How did things get this way?”
“How will things be in the future?
7-13
Cutlip & Center's Effective Public Relations, Tenth Edition
Glen Broom
Copyright ©2009 Pearson Education, Inc. Publishing as Prentice Hall
Upper Saddle River, New Jersey 07458
All rights reserved.
Tracking the Situation
 Stay open to new inputs (feedback) as the
situation evolves.
 Incorporate the feedback in strategic
planning.
 Revise the plan as the situation changes.
 Change the organization’s structure and
process.
 Become a self-correcting organization.
7-14
Cutlip & Center's Effective Public Relations, Tenth Edition
Glen Broom
Copyright ©2009 Pearson Education, Inc. Publishing as Prentice Hall
Upper Saddle River, New Jersey 07458
All rights reserved.
Tracking the Situation
 Revise strategy for each situation, as no two
situations are exactly alike.
7-15
Cutlip & Center's Effective Public Relations, Tenth Edition
Glen Broom
Copyright ©2009 Pearson Education, Inc. Publishing as Prentice Hall
Upper Saddle River, New Jersey 07458
All rights reserved.
7-16
Cutlip & Center's Effective Public Relations, Tenth Edition
Glen Broom
Copyright ©2009 Pearson Education, Inc. Publishing as Prentice Hall
Upper Saddle River, New Jersey 07458
All rights reserved.