1. Systems Theory
Donna Simmons, Ph.D.

2. Responsive to Environment
Definition of a System
A set of objects or entities that interrelate with one another to form a whole.
Littlejohn, 1996
Systems are:
Predictable
Consistent
Responsive to Environment
Bertalanfy
Solar System

3. Characteristics of Systems
Systems are open to the
environment to varying extents.
CSUB
Physical Environment:
Bakersfield and Kern County
Also: region
CSUB
Cultural Environment:
Diverse students, faculty, staff, and community.
CSUB
Political Environment:
Local, county, state elected officials.

4. Characteristics of Systems
Box of stones is not a system.
Solar system is a system.
What is the difference?
Wholeness and Interdependence
The whole is more than the sum of its parts.
The parts are interdependent.

5. Wholeness
Synergy
Mastermind Group – Napoleon Hill, “Think & Grow Rich”.
Comedy Writers work in groups to play off each other, produce a better product than if working individually.

6. Interdependence/Interconnectedness
Ripple Effect
Frazier Episode: Daphne lied to her ex-boyfriend. Everyone got pulled into the lie. The family and friends are a system.
Labor Strike: CSU Faculty go on strike. Everyone connected with CSU is affected – students, staff, administrators, etc. The CSU is a system.

7. Characteristics of Systems
Hierarchy
Subsystem
Suprasystem
Students
of CSUB
State of CA
CSU
CSUB
Subsystem of CSU
Suprasystem of Students of CSUB
Subsystem of State of CA
Suprasystem of CSUB
Suprasystem of CSUB
Subsystem
of U.S.
Subsystem of CSUB
And so on….

8. Galaxy
Suprasystem
Solar System
Subsystem & Suprasystem
Earth
Subsystem

9. Characteristics of Systems
Self-Regulation & Control
Goal-oriented
Activities controlled by aims/goals
A family’s aim/goal is to function as a family.
Members of family take on
roles to achieve aim/goal.

10. Characteristics of Systems
Interchange with Environment
Input from environment.
Output into environment.
System and Environment Affect Each Other

11. Characteristics of Systems
Balance (Homeostasis)
Systems seek balance.
Mothers nag children to behave.
Couples with problems try to work them out.
Gravity in the solar system.

12. Characteristics of Systems
Change and Adaptability
System must adapt to survive in a
changing environment.
CSUB implements
Outreach Programs

13. Characteristics of Systems
Equifinality
Achievement of Goal of System
Goal may be achieved in various ways
and from different starting points.
Family structures are different – 2 parents, 1 parent, blended
Families interact differently from family to family.

14. So What? How is systems theory used to understand public relations?

15. Boundary Spanner Role
The PR person is the connection between the organization and its publics.
PR dept surveys parts supplier and suggests a letter needs to be sent to suppliers from CEO, produces letter & sends to supplier
Muffler
Manufacturer
PR dept produces employee newsletter, solicits feedback from employees about company, gives feedback to CEO.
Employees
Parts Supplier

16. PR Person Helps Organization Communicate With Its Publics. This….
Achieves balance/homeostasis with the environment
Maintains interdependence among publics
Alerts the organization to need for change
Works to achieve the goals of the organization
Plays a role in maintaining the organization