Every theory is the contemplation of world. it enables people both to understand and corroborate it. Public relation theories are a set of premises that help to understand the whole procedure and its possible effects. It guides individual through a different ways of understanding. In public dealingss theories help to understand how the whole system of dealingss work. because theoretical cognition is really of import for every professional whether he/she is a physician or public dealingss practician. For many old ages before. public dealingss practicians were non utilizing any theories or following any guidelines until experient public dealingss practitioner James E. Grunig in association with Thomas Hunt developed theories that created an tremendous value. The theories of public dealingss made its practicians more professional and ethical.

In general. theories of public dealingss are divided into two major groups: communicating theories and system theories. Communication theory is based on theoretical accounts of communicating. There are four basic elements of communicating: transmitter. message. medium and receiving system. Earlier theoretical account of communicating is one-way communicating while the latest are bipartisan asymmetric and bipartisan symmetric theoretical accounts. In traditional one-way communicating theoretical account the procedure is rather simple: the message goes from transmitter to receiver. In modern bipartisan communicating theoretical account the transmitter besides plays function of receiving system and frailty versa. This is he foremost type of communicating theoretical accounts. Harmonizing to Grunig’s theory there are four theoretical accounts of public dealingss. Public practicians believe that this theoretical accounts represent development of the scientific discipline. reasoning with the modern bipartisan theories. The first two types are based on one-way communicating: imperativeness agentry/publicity theoretical account and public information theoretical account.

The first theoretical account involves persuasion and use to accomplish organization’s desires from hearers. Persuasion and use are really near to each other. but still non the same in pattern. Persuasion is more ethical manner of an effort to act upon person’s actions and decisions. which is normally good to both parties. Manipulation is non ever good to the receiving system of information. In fact. sometimes the audience is tricked into this information without any desire to cognize it. The imperativeness agentry theoretical account is the really first type of communicating theoretical accounts. It is represented by one-way flow of information from transmitter to receiver in order to carry him and act upon his beliefs. The theoretical account involves “propaganda” map. which ethical side is really questionable since the chief purpose of the communicating is to act upon the audience.

Even though this theoretical account is rather old. it is represented presents in many ways. Headlines of many newspapers besides belong to this type of communicating: the transmitter of the message is seeking to touch readers’ wonder and incredulity in order to acquire his attending. even though this information may be non so utile for many of them. For illustration. the article which says that some famous person cheated on her husband/boyfriend. This information can acquire many people’s attending. but it’s ethical portion is really questionable every bit good as credibleness of the beginning and importance of the information. The launch of new film is besides an illustration of this theoretical account. Imperativeness agents help their clients to accomplish whatever they want from the audience with the aid of this theoretical account. Even though it is extremely criticized. the audience is the 1 who helps this theoretical account to last due to our incredulity and wonder.

The 2nd type of communicating theoretical account is public information theoretical account. Even though it is similar to press agentry theoretical account in its one-way communicating. it differs with the information it gives to the populace. The information is more true and believable. and is presented in more ethical manner. If an organisation uses this theoretical account alternatively of imperativeness agentry. its repute will be better since this theoretical account is more about administering believable and accurate information instead than pull stringsing audience. This communicating theoretical account is a really good manner to acquire over crisis for the company. For illustration. when some misinterpretation between an organisation and public occurs. the organisation can publish a imperativeness release where it can clearly explicate the state of affairs to the populace and reply the inquiries arised. This theoretical account is necessary for the society as it brings the clear and accurate information to the populace.