Two Theories of PR - and How One Gives You Better Control

By Mathias Stiig Broby Petersen

At Goodrel, we like to think that our craft rests on a solid foundation of philosophy and sociology. That might sound a bit dry to some, but in a fast-paced media landscape, it’s often our most important tool. It helps us take a step back and understand why some companies merely stay afloat while others manage to set the agenda.

Without getting too academic, we draw on a classic discussion between two thinkers: Lloyd Bitzer and Richard Vatz. Even though their work dates back some years, it perfectly captures the challenge our clients face every day.

The situation is in charge

Lloyd Bitzer argued that reality dictates what we should say. His idea was simple: a situation or problem arises that demands a response. Imagine a major shift happening in your industry. Bitzer would say there is one fitting response - something your audience expects and needs. The situation appears, and you must quickly find the right reply.

For many companies, this is the default mode: focusing on core operations until a new situation arises. There’s nothing wrong with that - it’s often necessary. But it also puts pressure on your response system and opens the door to risks if your response falls short. In Bitzer’s world, your surroundings move on their own, and you simply follow along.

When it comes to your organization’s PR efforts, this means you don’t wait for a crisis or an opportunity - you take control and define the narrative by making your brand the main character.

You are in charge of the situation

Then came Richard Vatz, who turned this idea on its head and called Bitzer’s view a myth. For Vatz, your surroundings aren’t something you just react to - you can actively shape them. In his view, there are endless events happening, but you get to decide which ones matter.

You create your own reality by choosing the right words and focus areas. When it comes to your organization’s PR efforts, this means you don’t wait for a crisis or an opportunity - you take control and define the narrative by making your brand the main character.

Why does this matter for your business?

At Goodrel, we lean toward Vatz’s proactive approach. We believe everyone has the opportunity to take control of their own narrative. That said, great PR often happens somewhere in between.

Bitzer reminds us not to ignore the world around us. There’s real value in continuously refining a “fitting response” to what your customers are looking for. We need to respect the currents shaping society.

Vatz reminds us that we’re not powerless. You have the ability to decide what matters. Don’t sit back and wait for the news to find you. Choose your stories carefully—and frame your reality by letting the world see them.