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SEMIOTICS in the PRACTICE of PUBLIC RELATIONS
1/1/2009
Prepared by:
Mohannad Abdul Elah Alkhouli
|
"
JOURNEY OF SEEKING THE KNOWLEDGE, A PERSON TRAVELING BY BUS AND WAITING IN THE BUSES
STATION, BUS HEADING TO THE SECOND STATION; THE SECRET OF JOURNEY LIES IN THE
APPROPRIATE SELECTION OF THE BUS"
SEMIOTICS
in the PRACTICE of
PUBLIC RELATIONS
Search Summary Prepared:
MOHANNAD ABDUL-ELAH ALKHOULI
CATEGORY:
• Introduction
• Definitions
• The importance of semiotics and public
relations
(Historically and Contemporary)
• The functions of public relations
• Semiotics relation to public relations
• The functions of public relations
• Semiotics relation to public relations
INTERACTION BETWEEN PUBLIC RELATIONS AND SEMIOTICS
• positive aspects of Semiotics in achieving the
goals of
public relations
• the negative aspects of Semiotics
• the public
• the negative aspects of Semiotics
• the public
CONCLUSION
• Includes the views of some thinkers
• your personal opinion
• References
PROVIDE
This study aims to define
the relationship between semiotics (signs and symbols science) and public
relations in terms of their use in public relations business, the media, and
advertising.
We will address in this
study the definitions, which adopted by the thinkers and researchers of
semiotics and public relations as well. Which try to explain the relationship between
the sender and the receiver, the use of symbols and references in terms of negative
impacts and positive implications for the performance of the public relations
section, and were led to theories that have been developed in order to improve
public relations to be one of the most important sciences in circulation around
the world.
Definitions:
The study of public relations in our time, and what follows of the information and publicity campaigns, filled the corridors of corporations and governments alike. As claimed researchers of managerial sciences, media and politic sciences that there is a lost ring (public relations) between the public or customers (receiver) and companies or governments (the sender) and it started the process of development of this research to concludes the Institute of Public Relations, which was founded in 1948 in Britain, to adopt in 1987 a useful definition of public relations:
"Public relations is an ongoing planning effort and to establish and maintain the good reputation and mutual understanding between the organization and its audience." Allison (2004 p. 10) this definition is the most meaningful which been adopted by researchers of public relations. And it defined as an art and sociology "According to the words, (art) and (Sociology) to clarify the persistent tension between the understanding of PR as tools of communication applications science-based and quantifiable, and a source for many of the practitioners on the basis of the work the most and the most creative. "(Revised Allison 2004, p. 10. ELV Wilcox. 1992).
As for the Semiotics, Chandler (2002) is one of the most modern thinkers who tried to create a unique knowledge of semiotics examine individual without linking them to any other scientific article, so he wrote books collection and description of educational theories and lectures which is going to be academic references appointed for study and research " semiotics was not established, extensively, for academic discipline. It is a field of study which contains many of the theoretical positions and methodological tools of science. "(2002, p.4). Alison (2004) also stressed that one important means of communication and public relations in the use of symbols and signs "all communication is based on references that suggest the words and movements of senses." (2004 p. 34).
Continues Chandler (2002), "one of the broadest of definitions, which came out of the semiotics Umberto Eco that relate to everything that could be a sign (Eco 1976, p. 7)." This definition reflects the importance of study and analysis the use of productive and effective communication processes between the source and the receiver.
The study of public relations in our time, and what follows of the information and publicity campaigns, filled the corridors of corporations and governments alike. As claimed researchers of managerial sciences, media and politic sciences that there is a lost ring (public relations) between the public or customers (receiver) and companies or governments (the sender) and it started the process of development of this research to concludes the Institute of Public Relations, which was founded in 1948 in Britain, to adopt in 1987 a useful definition of public relations:
"Public relations is an ongoing planning effort and to establish and maintain the good reputation and mutual understanding between the organization and its audience." Allison (2004 p. 10) this definition is the most meaningful which been adopted by researchers of public relations. And it defined as an art and sociology "According to the words, (art) and (Sociology) to clarify the persistent tension between the understanding of PR as tools of communication applications science-based and quantifiable, and a source for many of the practitioners on the basis of the work the most and the most creative. "(Revised Allison 2004, p. 10. ELV Wilcox. 1992).
As for the Semiotics, Chandler (2002) is one of the most modern thinkers who tried to create a unique knowledge of semiotics examine individual without linking them to any other scientific article, so he wrote books collection and description of educational theories and lectures which is going to be academic references appointed for study and research " semiotics was not established, extensively, for academic discipline. It is a field of study which contains many of the theoretical positions and methodological tools of science. "(2002, p.4). Alison (2004) also stressed that one important means of communication and public relations in the use of symbols and signs "all communication is based on references that suggest the words and movements of senses." (2004 p. 34).
Continues Chandler (2002), "one of the broadest of definitions, which came out of the semiotics Umberto Eco that relate to everything that could be a sign (Eco 1976, p. 7)." This definition reflects the importance of study and analysis the use of productive and effective communication processes between the source and the receiver.
Functions of public relations:
D. Felhi Jassim Mohammed, indicate in his book Introduction in public relations and public opinion the public relations functions are (Research - planning -communication- coordination –evaluation). Where he stressed that the five elements are required in planning for the campaign to achieve the results planned of. and regarding the third function, which represents the third phase of the campaign, as a liaison, between the circulated four stages, so you need to search for an appropriate way to set the receiver of communication and then develop a suitable plan for the delivery of the product or idea which refers to the campaign and carry out direct communication and coordination between the consignor and the receiver through mutual communication and finally, assessing the results of this campaign. The communication process contains the most important elements of the Public relations business and how to get to the mind of the receiver, and demonstrate the use of graphs and references, typewritten or image, and the commander of the campaign depends on the matter entirely on the language of symbols which used in the context of the delivery of more precise details of the easiest methods. Conclude to say, semiotics is the cornerstone of the task of public relations business.
Semiotics and the importance of public relations (historically and contemporary)
"Communication is
the exchange of information and ideas between members of any community with
each other, whether the ideas of the nature of scientific or practical, social,
cultural, and individual stems from the need to talk and listen and interact
with others." Ibrahim Ghannam (2007
academic libraries, electronic).
If we look back, historically, exclusively the
symbols and graphics are used in the typewriting, through all the ancient
civilizations of the world (the hieroglyphs typewriting of Pharaohs of Egypt –
the cuneiform letters of Babylonians and Assyrians) that has been drawing lines
in a variety of writing to the present day! Moreover, we should not deny the
fact that writing is a drawing unlike typing, what so ever the typing means. In
other word, semiotics is closely linked to the process of communication,
historically, between the sender and the receiver. Since time immemorial, where
the use of symbolic images in an attempt to communicate ideas (the addressee),
translated on wooden planks or mud or stone in the vision of all (receiver). D.
Mihoub (2009 p. 11) Speaking in the history of public relations {he was a great
thinker, Aristotle (322-384 BC) said: to convince the public, only possible by
access to minds by compassion words or gain satisfaction} so, the process were being under development to date with the
current methods to use different names Public Relations, to replace the old ways and keep pace with the development of
civilization, in order to create an integrated civilized society.
Semiotics relate to public relations:
"It is possible to examine the perception of science as part of the role of symbols in social life. And an integral part of social psychology and general psychology." {Revision 2002 Chandler, p. 2 (Saussure 1983, 15-16)}. Saussure shorten the close relationship between public relations and the necessity of studying the science of semiotics symbols to reach an integrated society by linking the psycho-social studies of science; other words, the study of psychological reactions in the direction of movement or a drawing. The process of communication between an individual and another, needs to issue another order to executing one of the elements of the movement to express what is going on in the mind of the sender in an attempt to explain the point of view, the use of hand or lip, or even a foot in some cases. And here we recall the recommendations of Dr. Ibrahim Ghannam to leave some of movements (glooming, licking your lips lay your hand in your pocket) through communication process in the framework of respect for the receiver. For, the effects of the campaign through a process of communication in the outcome of evaluation shows that the reason for failure is lack of focus on preparations of the person or symbol that has been used in the campaign to avoid arousing the ire of the future.
Interaction between public relations and semiotics:
The positive aspects of Semiotics in
achieving the goals of public relations
1). To reduce time, lectures and speeches in a phrase or code: semiotics
is considered one of the most important means of public relations. for
instance, you need to use a sign or symbol to summarize certain ideas or
products, which reflects the desired clear idea to be delivered to the largest
possible receivers of the public, for example: the use of signal (X) in red color to raise awareness of the World Day against HIV virus
(AIDS), this would indicate a reminder of the recipient of tragedies, which
caused by this disease. Although the campaigns using the slogan only one day a
year, but the impact when they see this symbol in any other appropriate
occasion(such as, no smoking, anti-poverty, anti-colonialism)one of the
positive uses of it.
2). Access to the largest possible segment of the public of all ages and languages: through the use of images and symbols, meaning that illiterate people, children who did not learn to read well, deaf people and even the multi-cultural countries (which contain more than one community in large numbers) can be motivated through single well-studied public relations campaign, for example the sign no smoking in public places, schools, government institutions and private.
3. Saving effort and money: major foundations and government, funding special budgets for public relations business, in case fail a campaign, a negative impact on reputation of the section or increasing the negative impact on the product itself. Furthermore, it is possible to indicate sign language as comprehensive solution for wasting of money in the process of face to face meetings and use of the media to explain the nature of the campaign, through the use of the symbolic image of a few words or even without words and can be a single word, you can set the placards on the road (reduce speed campaign, by using slang word TAHAIAD \ do not use cell phone till arrive home, running now in the State of Qatar, in a gesture of the Traffic Department to raise awareness of the traffic accidents).
2). Access to the largest possible segment of the public of all ages and languages: through the use of images and symbols, meaning that illiterate people, children who did not learn to read well, deaf people and even the multi-cultural countries (which contain more than one community in large numbers) can be motivated through single well-studied public relations campaign, for example the sign no smoking in public places, schools, government institutions and private.
3. Saving effort and money: major foundations and government, funding special budgets for public relations business, in case fail a campaign, a negative impact on reputation of the section or increasing the negative impact on the product itself. Furthermore, it is possible to indicate sign language as comprehensive solution for wasting of money in the process of face to face meetings and use of the media to explain the nature of the campaign, through the use of the symbolic image of a few words or even without words and can be a single word, you can set the placards on the road (reduce speed campaign, by using slang word TAHAIAD \ do not use cell phone till arrive home, running now in the State of Qatar, in a gesture of the Traffic Department to raise awareness of the traffic accidents).
4. Innovation: innovation in line with the symbols of contemporary public culture of the receiver, in other words, the use of semiotics is open to the public relations officer a new doors, more closer to the public sentiment through the use of symbols in line with the public who deal with him; for example, the International Red Cross Organization uses Red Cross logo, and use the Crescent (a sign of Islam) in the Islamic countries, while they are working for the same department.
Negative aspects of Semiotics:
1) There is more than one interpretation for the code or a specific word: stated Ghanam (2007) in his book COMMUNICATIONS SKILLS that some commonly used words with more than 28 interpretation, for example "Director of a company announced the need to work as efficiently as the productivity of some interpret it as the need to increase production at all costs , and others need to move the pressure of the expenses of production, while others have interpreted the need to increase the number of workers to increase production." (2007p.3). Away from the complexities, in this example, the Director need for a public relations idea to deliver the required plan easily, because the segments of the staff did not properly analyze, to find the easiest way to deliver the necessary instructions in an appropriate manner.
2) The symbol overwhelmed the product: Few companies create animation in advertisements for promotes, or to draw attention, the problem lies in the personal success of the cartoon in performance to the extent that the consumer (the receiver) keep it in his mind instead of the name of the product. That is what happened with the famous DURACELL batteries company, which used a pink rabbit to represent it in advertising. The public admired the rabbits show and purchased ENERGIZER batteries. (Rise 2002)
3) Similarity: One of the fundamental obstacles when receiving
similar messages from different companies, at this situation, the sender faces
similarities trap; the problem of the receiver in determining the quality and
nature of the message and identify its sender. (Anne Zeller 1999).
Here lies the great
difference between the ads company that put an end to their relationship with
the company as soon as, finishing of the declaration project which agreed upon
(regardless of the success rate was high or medium), while remaining
relationship with the public relations office in the company, and continue to
follow up the effects of advertising campaign whatever, negative or positive
and identification of errors to make sure that it will not happen again.
The public (receiver):
"The public are group of individuals, in public relations experts' point of view, located in the range of an active particular institution or facility, which affect and are affected of them. They are distinguished, and developing between its member's collection of slogans and symbols. There are similar interests and specific links among them, and the more these links increased and tightened, the more these groups homogeneous." (Felhi2007p.17).
It is a fact, study and analysis of the public (the receiver) one of the most important pillars of successful public relations business. You need to understand the receiver mind which assigned by campaign. You have to understand him! You need to study, analysis and classify, or divide into several groups. For example: customers and how to treat their needs, is a unique science. Practically, the customers can be classified into certain types, which make more eligible to treat their needs, type of employees require serving them, in addition to use their desirable symbols. Mr. Nader (1992) divided the customers, depending on the psychological state of the following items: "regular client, aggressive client, smart client, practical client, Skinflint client, generous client, mistrustful client." (1992 p. 115). When we obtain a proper idea, it is much easier to launch a campaign without fear of bad reaction of the receiver, for we already have predicted the reaction in advance.
Academic opinion:
Alison Faker quoted "in July 2000 the seventh forum of international research launched the idea of Public Relations receiver. Many of academic thinkers presented their views about the receiver. The new social movements will lead to an increase in the importance of knowledge; Judy Motion proposed (the University of Waikato in New Zealand). And that part of public relations will need to develop relations and the use of social marketing. Another academic thinker from Denmark presented a view for the development of Public Relations from an economic perspective to the natural part in the management process. And from Leipzig University Germany, aroused third thinker, the Public relations will become more integrated in the importance of communication and will develop into a (pattern of new professional) consistent with the standards."(2004p.410)
Abstract:
Final word about the relationship between semiotics and public relations, I conclude that the public relations are the main engine (and symbols sciences SEMIOTICS is the operator fuel) for succeeding any company or government in the directed process to the public to gain satisfaction and acceptance during the presentation of their products. In other word, the above mentioned is short tips on how to study the receiver, thorough studying and selection of appropriate codes or signals, bypassing the negative effects in advance better than after the occurrence of prohibited, the failure, which results to material loss and affects badly in public relations business. So, it is recommended to be careful in selection of company's public relations staff, for any failure cannot be recovered.
References:
• Alison Faker, Public Relations Manual
• Alison Faker, Public Relations Manual
(Translated
by: Ahmed Abdel-Hakam Alkhzami, Dar
Alfajr
for publishing, First Edition 2004)
• Al and Laura Reyes, the fall of Advertising and
• Al and Laura Reyes, the fall of Advertising and
the Rise
of Public Relations,
2002 / Cambridge
Audit book
Reviews / source: alJazeera Network
·
Anne Zeller Human Communication as a Primate Heritage Instructor
1999
·
Daniel Chandler, Semiotics for Beginners, 2002,Source Google Library
·
Felhi Mohammed Jassim, an Introduction to
Public
Relations and Public Opinion,
Lectures summary. academic
electronic
libraries.
·
Ibrahim Ghannam, communication skills,
Academic Electronic Libraries, 2007
· Mihoub Nizar, Introduction to Public
Relations, published by: Syrian Academy of
Training
and Development second edition
2009.
· Nader Manhal Haji Omar, Introduction to Marketing, 1992, Tourism Sciences Institute, Damascus,
Syria.
• Peirce's Theory of
Semiotics:
Toward
a Logic of Mutual Affection \
Instructor: Joseph L. Esposito 1999
·
Philip Kitchen, Public Relations between the
Principles
and Practice,
translated by:
D.Nizar
Mihoub, publisher: the Syrian Academy
of
Training and Development 2008
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