System Theory
System Theory
System Theory
In all shades of politics, political processes, and structures are enmeshed with
several other elements, factors, and considerations. As such, a ‘political
system’ cannot be physically separated from its non-political aspects, and is,
therefore, usually understood and studied in an analytical manner. Society as
a whole makes up the general social system, which contains many
subsystems.
growth or sustainability. Effective systems are characterized by a steady state that systems theorists
call homeostasis in order to “avoid the static connotations of equilibrium and to bring out the
(1967), p. 14. If an organization is able to maintain homeostasis, which includes not just survival but
also growth, then it is effective. This perspective is broader and more comprehensive than the goal-
determined by powerful internal coalitions that may or may not be propitious for the whole
organization. Pfeffer and Salancik defined effectiveness as “how well an organization is meeting the
demands of the various groups and organizations that are concerned with its activities.”Pfeffer and
Most effective organizations, according to systems theory, adapt to their environments. Pfeffer and
Salancik described the environment as the events occurring in the world that have any effect on the
activities and outcomes of an organization. Environments range from “static” on one extreme to
“dynamic” on the other. Static environments are relatively stable or predictable and do not have
great variation, whereas dynamic environments are in a constant state of flux. Because environments
cannot be completely static or constantly changing, organizations have varying levels of dynamic or
static environments.
Organizations that exist in dynamic environments must be open systems in order to maintain
homeostasis. Because dynamic environments are constantly changing, they create a lot of
uncertainty about what an organization must do in order to survive and grow. The key to dealing
with uncertainty is information. An open organization monitors its environment and collects
information about environmental deviations that is labeled as input. Input can also be thought of as
a form of feedback. The most important information is negative input, according to systems
theorists, because this information alerts the organization to problems that need to be
corrected. Negative input tells the organization that it is doing something wrong and that it must
make adjustments to correct the problem; positive input tells the organization that it is doing
these changes. As Cutlip, Center, and Broom noted, open systems use information to respond to
environmental changes and adjust accordingly. The adjustments affect the structure or process of the
organization, or both. The structure is what the organization is, whereas process is what the
Center, and Broom (2006), p. 181. For example, an organization can alter its structure by downsizing
to remain competitive. Other organizations may change their processes in order to adhere to new
environmental laws. Processing positive and negative input to adjust to environmental change is
strategically to fit with the organization’s goals, values, and within the relationship context it holds
with publics.
The public relations professional can use the academic concept of systems theory to implement
protocols for regular feedback to the organization, thereby aligning it with the desires of publics in its
environment. This theory can also be useful in understanding the role of research and feedback in
creating a thoroughly analyzed and consistent strategy (the throughput stage of information in
systems theory). The analysis of information and creation of strategy known as throughput helps to
conceptualize and justify not only the research budget of the public relations department but also the
need for making decisions that strategically align the public communications of an organization with
the information needed by publics. The practical implementation of this approach keeps public
relations from being used as a simple publicity function, and places the function squarely in the
Systems theory, however, is not without some shortcomings. The first shortcoming relates to
measurement, and the second is the issue of whether the means by which an organization survives
really matter. Robbins noted that one criticism of this approach is that its focus is on “the means
p. 62. Measuring the means, or process, of an organization can be very difficult when compared to