Embracing PR theory: Yes or No?

When PR students are working on vast and complex PR theories,several doubts flash into their mind: Is it necessary for us to learn? Are they valuable for my PR career in the future?

Charles Moncur, a honorary researcher at Queen Margaret University College. According to his article, he pointed out that survey evidence shows many PR practitioners are reluctant to accept the importance of PR theory, or even not regarded it as learning tools.


Why? Probably because of the features of PR industry are dynamic and unpredictable. For instance, some of PR practitioners might suggest that because the environment changes consistently, it is impossible to find rules or disciplines to deal with it.

So, does this imply that PR theory is being too idealistic and impractical?

However, this assumption underestimates the importance of PR theory. PR research and practice have traditionally been closely linked. Referring to Moncur's work, he provided some evidence to show that theoretical frameworks indeed can be applied in practical real life situations. Take system theory for example, Cutlip defined an organization as a living system. This metaphor positioned the situation of an organization, and the role of PR. That is to say, by learning these theoretical approaches, it can help us to analyze the situation and interpret behaviors that PR practitioners may confronted in their career.

Basically, not only in public relations, but also in other academic fields, theory plays a profound role because we can learn more about our own area, by integrating other understandings into our body of knowledge. Moreover, Moncur noted that PR theory provides practitioners conceptual frameworks to evaluate their works and profession disciplines.

Looking into today's PR industry, the practitioners and academics are in collaboration for a better understanding for the nature of PR. While some PR students, including me, are still struggling with theory. However, we should try to face its essential role, though it takes lots of effort to learn!