Introduction to Public Relations. Part One Public Relations…The Profession. Chapter 3 Theoretical Basis for Public Relations. © 2007 The McGraw-Hill Companies, Inc. All rights reserved. In Part One–Chapter 3, Our Focus Is The Use of Theory In Public Relations.
Public Relations…The Profession
Theoretical Basis for Public Relations
© 2007 The McGraw-Hill Companies, Inc. All rights reserved.
Theories help practitioners explain and predict human behavior and communication and guide organizational decision making.
Let’s discuss communication theory…
First, the systems theory…
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There are two types of systems…
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How to handle conflicts…
How do people listen and remember?
Individuals can be influenced to diffuse and adopt an idea by going through five stages.
Mass media is useful in the first two stages, and personal influence is needed in the next two before adoption takes place.
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2. interestThe Five Stages Of Adoption
1. Awareness – Topic known but knowledge limited.
2. Interest – Development of interest begins; information sought.
3. Evaluation – Idea applied to individual situations, more information obtained.
4. Trial – Use begins on a small scale.
5. Adoption – Idea, service or product adopted after being proven worthwhile.
How do we define media?
The connection with PR…
Agenda Setting is based on the assumption that although media can’t tell people what opinion to hold about an issue, it has influence on what issues people think about.
How do movies, mass media, affect what issues people discuss?
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Roles have been defined in public relations theory by public relations scholars Glen Broom and David Dozier
People do not buy ideas separated from action—either action taken or about to be taken by the sponsor of the idea or action which people themselves can conveniently take to prove the merit of the idea.
Understanding the theories behind the behavior of an organization’s publics is essential for developing strategies and tactics that can help an organization achieve its goals. Modern PR practitioners focus on two-way communication that values the input of the publics as much as the persuasive power of the organization.