SYSTEM THEORY provides the framework between organisation and its environment. It explains how PR assist the orgnaisation maintain its relationship with public and shareholders.In the author's opinion, the operation of System Theory is similar to how Eco-system functions. Organism need to adapt to their environment in order to ensure survivability. This applies for the operation of organisation (Cutlip, Center and Broom, 2006).
The position of an organisation is volatile. It is influences by the interaction between the organisation and the external environment.
In view of this, the example of Quatas Airline was cited.
PR practitioners of the organisation not only have the to manage the publicity campaigns on the newly launched A380 aircrafts, but also handle the media's publication/ interest in flight delays and safety incidents.
As such, it is important for PR practitioners to be able to handle multiple tasks and think on their feet at the same time. Publicity campaigns and media enquiries require different style of handling. Therefore, the personnel needs to be constantly in a clear state of mind so handle them appropriately.
On top of this, as interpreted from the system theory, PR practitioners need to stay in touch with the happening of the environment, not just locally, but the global aspect. This will help them to react according so to "gain support, growth, ultimately, survival" in such volatile climate. Isolation should be avoided.
Agreed with ya that PR practitioners needa stay in touch with the latest happenings and changes to the external environment around them as it'll allow them to react properly in times of a crisis! haha...
ReplyDeleteComing back, good call on identifying the need for practitioners to be versatile and competent in multitasking!
Hi Kenneth, I agree that the position of an organisation is volatile. Hence it is true that adaptation by PR personnel is an important characteristic we must possess. This is is key to survival in the ever-changing market!
ReplyDelete- Andy Wang