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Week 3 The different approaches to communication and PR:
Agenda setting, to accentuate or divert public and media focus on particular issues, to manage the emphasis and focus of a debate, to maximise positive outcomes and nit allow bad publicity to detract from those efforts.
General systems theory, open and closed communication, the flow of a message outwards, and the feedback it generates among a public/target audience returning as a result.
Grunig's division of different forms of PR, with two way symmetrical being seen as most desirable [where the feedback of an audience is seen as valuable and desirable instruction, that can actually influence policy], two way asymmetrical where knowledge about audiences attitudes, prejudices and responses is used to tailor a message to better effect, however the actual desires or interests of the audience are seen as secondary], and one way styles like press agentry and public information styles
Relationship management where organisational and individual interrelation is foremost, and communications are seen to result from the success or limitations of their smooth running and cooperation
Semiotics, connected with postmodern theory, the theory of signs and symbols, what they indicate or suggest, and how they are received.
Habermas, critical theory and the "public sphere"
Later suggestions include
Situation............................
social learning ......................}theory
and social exchange...........