OPEN MODEL SYSTEM OF PUBLIC RELATIONS

Public relations concerns building and maintaining the

relationships organisations have with various internal

and external publics. PR acts as a spokesperson for

the organisation. This role will vary in substance

between organisations, depending on the nature and

size of the business, and the organisational culture.

Tench and Yeomans (2006) identify that

organisations are affected by, and in turn affect, the

environment in which they operate.

SYSTEMS THEORY

This theory describes organisations as a set of subsystems that affect

each other and simultaneously interact with the external

environment. The external environment is always changing, in turn

the organisation must adapt and evolve. Organisations form part of a

social system that consists of individuals or groups (publics).

Organisations exist by accepting inputs from these publics, and

transforming them into outputs. It then receives feedback on those

outputs and adjusts accordingly, thus developing a positive

feedback loop.

It is this feedback function that illustrates the

relevance of systems theory to public relations in

practice. PR undertakes this role of strengthening

relations between an organisation and its

subsystems, whether internal or external.

Mechanistic systems,

referred to as ‘closed’

systems, operate within set

parameters to meet pre-

determined goals whilst

maintaining equilibrium. Not

adaptable to change, they

focus on managing a unit

with limited considerations

of relationships with other

units or the external

environment.

OPEN AND CLOSED SYSTEMS

Organismic systems,

referred to as ‘open’

systems, are responsive to

environmental change and

continual adjustments occur

in order to maintain balance

and survive. The units

involved are affected by and

affect each other.

Impermeable Boundary

Doesn’t adapt to external

change

Static

Eventually disintegrates

Active only when disturbed,

reacting to crisis, problems

Interdependence:

Interconnection: (i.e. domino

effect)

Adaptation:

Continual Interaction with

feedback (positive or negative)

Permeable Boundaries

CHARACTERISTICS

CLOSED SYSTEM OPEN SYSTEM

Systems theory as applied to public relations practice seeks

to explain how organisations interact with the external and

internal environment and how those interactions are

managed

PR in an open & living system is proactive and anticipates,

scans and monitors, detects, adjusts for and initiates

corrective changes. Proactive PR keeps an organization

sensitive to environmental changes.

CONCLUSION

Organisations should aim to work within an organismic

system; responding and adapting to environmental

change will enable them to meet their publics’ needs.

However, when referring to a social system, no system is

completely open or closed. In terms of public relations, the

degree of openness or closeness determines an

organisation’s sensitivity to its environment and relevant

publics.

THANK

YOU!