The Systems Theory and Public Relations

The systems theory views things as a unit. Actually, it looks at a set of objects or entities that are interrelated with one another in order to form a whole.  These “systems” are open to different environments and create synergy.  This theory was developed by a group of biologist in order to explain how the different systems within the human body work. Their theory was later used to explain organizational and cultural behavior in both society and nature. An easy way to explain this is by looking at a company’s organizational structure. Lets say you are apart of a company. You have your board of directors as well as your employees. These two groups/units combine to form your whole organization. However, these two publics only represent your internal publics. You also have many external publics which may include your suppliers, consumers, and many others. The public relations practitioner is the connection between the organization and its publics. Including both the internal and external publics of the organization.  By viewing these publics as separate groups or units, the PR professional can better address the individual needs of that particular audience. Lets go back to your organization. You are a part of the board of directors and have had some trouble communicating to your employees. This has caused a big problem because your employees are starting to get irritated and not do so well.  You approach your public relations director and after some research, he/she decides that the best way to solve this problem is to issue a company-wide newsletter. While this may solve this particular problem, a newsletter isn’t going to solve a problem with communicating to your suppliers.


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