Public Relations Field Dynamics

Public Relations Field Dynamics (PRFD) is a model that allows for the concurrent measurement and monitoring of multiple parties in a perceptual environment. PRFD is adapted from the study of small group communication and derived from Bales and Cohen’s System for the Multiple Level Observation of Groups. At the center of PRFD is the notion of a fluid field encompassing all relevant actors. These actors (e.g., an organization and its publics) can be measured at one point in time or across the development of a controversial issue. A field theory like PRFD takes into account that every behavioral act takes place within the overall context of the interactive field. Jeffrey Springston adapted the group system to macro-level applications vital to public relations. The dimensions in the PRFD system reflect (a) a friendly versus unfriendly relationship, (b) selforientation versus community orientation, and a (c) low influence versus high influence capability.