Illegal Drug Use In Australia

The illegal drug use issue in Australia is being increase. Thus, Australia Government Department of Health National created a webpage to try to help and decrease the illegal drug use issue. In this essay, I will be using the Grunig’s Four Models of public relation concept characteristic (included Press-Agentry or Publicity, Public Information, Two-way asymmetric and Two-way symmetric.) [Grunig & Hunt 1984] to analyze how this website work and how are these concept and public relation impact to the organization.

Governmental and Non-profit Organizations have to distribute information, toward truth and accuracy in communication, which identify as Public information model [Tench and Yeomans, P.150]. Asymmetrical, One-way communication is therefore

particularly important for them. An example of this in practice on the web is the Australian Government Department of Health National Drugs Campaign site. This site is focused on ensuring visitor to get as much information as possible about the facts of drugs.

Government classify as the Public information models [Grunig & Hunt 1984, P.22]. Public information models is related to the press agentry in that one-way information dissemination, they have no dialogue with the intended audience is required and the main objective is to put forward one particular view of the world through the media and other channels. [Tench and Yeomans, P.150]

The National Drugs Campaign identifies as a one way and asymmetrical models, it is because it attempt to change public not the organization, this website provide a lot of information of drugs, such as the type of drugs, tips and resources, the facts about drugs and so forth.

Which contain a clear purpose to try to stop the citizens who want to take or took drugs. They also to develop more persuasive communication and incorporates lots of feedback from target audiences and publics; for example they provided a link for the visitors who want to contact them and a link “Need help? ” to help develop a solution to the drugs addicts. Refer to Austin and Pinkleton, “Although campaigns focus on changing a public's mind or behavior, such as approving zoning changes that allow a company to move into a neighborhood, the manager must recognize organizations need to respond to the public as well, such as by helping develop a solution to neighborhood concerns about traffic.” [Austin and Pinkleton,

P.284].

Refer to Tench and Yeomans, the common tools that used in Asymmetrical communication model are press releases, brochures, and even static Web content and all the information has to be accurate, true and specific [Tench and Yeomans, P.150]. The National Drugs Campaign mainly to use video and scene to try to get the visitor attention and bring out the message. To increase the accurate they found two professionals, Emergency Dr. Stephen Priestley and Deputy Commissioner Leanne Close APM to talks about the facts and their personal experience of drugs and drugs addicts [Department of Health, 2015].

The different between symmetric and asymmetric communication models are their needs and purpose.

For symmetric communication models, according to systems theory, organization need to bring in resources that enhance their success and deflect threats that can compromise their survival, because they do affect by the environment [Austin and Pinkleton, P. 274]. Symmetric communication unlike the Asymmetric communication, which are relies on honest and open two-way communication and mutual give-and-take rather than one-way persuasion; focuses on mutual respect and efforts to achieve mutual understanding; emphasizes negotiation and a willingness to adapt and make compromises; requires organizations engaging in public relations to be willing to make significant adjustments in how they operate in order to accommodate their

publics.

Asymmetric and Symmetric communication can also identify as Closed System and Open Systems. A Closed Systems defined as a system never ever has interaction with the environment, which means it is one where there has no exchange of matter between the system and its environment, and through the proper design and without referring to external factors, a purposive system will perform in an efficient and effective manner. [Press, 2006]; however, in 1960s this system was no longer tenable, as a new system appeared [Press, 2006]. Open Systems appeared because the closed systems model lacked of interaction and interdependence between the system and its environment. This new system receives input which impacts on goals and impact on their environment [Austin and Pinkleton, P. 274].

In conclusion, The Australia Government Department of Health National Drugs Campaign site will be identify as a one-way asymmetrical and closed system models, as there have no dialogue with the intended audience is required, it is trying to bring out the message and to change the social common practice, not aim to change the organization. This site mainly provided unidirectional persuasion, but also given way for the visitors who want to contact them or solve the drugs addicts’ problem. Nonetheless, the reason why it will still be identify as one-way asymmetrical communication model, is because the link of “contact us” and “Need help” are quite obviously for the visitors who want to get further information whether then receiving feedback from the visitors, also because to respond to the public such as by helping develop a solution is what asymmetrical organizations need to deal with.

Overall this essay, The Australia Government Department of Health National Drugs Campaign site did well, however there still have a several things they might need to be improve. Refer to the excellence theory, building mutually beneficial relationships with strategic constituencies saves money by preventing problems such as lawsuits, boycotts, and strikes and by increasing employees' satisfaction, which enhances productivity and quality. [Grunig, Grunig, & Ehling, 1992]