In Objective perspective, public relations is defined as a management function, transmission process of communication, based on the organization perspectives, but fails to describe the struggle of power in relationships (Gower, 2006 Curtin & Gaither, 2005).Īs a new scientific field, public relations has evolved into applied communication science based on research since the last two decades (Botan & Taylor, 2004) and tried to chase after the practical aspects ( Sriramesh & Vercic, 2003). Critical views that the constructions of the individual’s ideas are virtual reality because they are shaped by the historical processes and the power struggle of social, economy and politics in the society that result in false illusions of the constructions (Guba & Lincoln, 1994 Neuman, 2006).Īt the beginning, objective perspective has dominate public relations studies (Curtin & Gaither, 2005 Gower, 2006 Pasadeos, Berger & Renfro, 2010 Skerlep, 2001 Trujillo & Toth, 1987 Wehmeier, 2009) with the Excellence Theory in Public Relations has been becoming a theoretical perspective that has been dominating public relations research. Interpretive focuses more that the processes happen in individuals’ ideas and micro-level analysis.
However, critical differs with interpretive in defining the construction processes. On the other hands, interpretive and critical perspectives assume that both two parties –organization and its public- have ability to construct meanings and negotiate each interest. Objective perspective views that the organization as a center of activities that influences the public’s behaviors during the adaptation and adjustment process. There are at least three perspectives about object of study, objective, interpretive and critical (Guba & Lincoln, 1994 Neuman, 2006 Wimmer & Dominick, 2006).
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Like other studies, there are differences about how to view the object of study. It can be said that the two propositions are the object of public relations study. These two propositions require the process of adaptation and adjustment between organization and public. 111) said: “almost all research on public relations is limited to descripstion.”Īs a science, public relations is built based on two basic propositions: (1) Public Relations as a management function (2) Public Relations is responsible to manage the relationship between an organization and its public (Everett, 1993). A few research in public relations was based on theories (Botan & Hazleton, 1989). As a result, Public Relations is “lack of theory” (Greenwood, 2010) or “theoretical lateness” (Johansson, 2007). However, as a scientific field, public relations is relatively new (Grunig & Hunt, 1984 Ihlen & van Ruler, 2009 Skerlep, 2001). As a social activity, public relations emerged at the same time with the growth of human life, when individuals had to build relationship to fulfill their needs.
Research is a tool to explain, apply and proof theories as well as to build new theories. Research has important role to develop public relations theories.
The Need for Different Perspective in Public Relations School of Communication, Brawijaya University, Indonsia Conducting critical ethnography: Toward a new method in public relations research in Indonesia
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