CH 3: Theoretical PR Basis for PR

Theories predict the way things work/happen Why and how will your plans and proposals work? There are several PR theories Well look at six:
1. Relationship 4. Roles 2. Persuasion/influence 5. Models 3. Mass comm. 6. Approaches to conflict resolution

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THEORY

Prediction of how events and actions are related. Example: Federal campaign to scare kids off drugs.

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THEORY OF RELATIONSHIPS
Systems

Theory Situational Theory

CH 3: Theoretical PR Basis for PR

THEORY OF RELATIONSHIPS
Systems

Theory Organizations depend on resources from their environments: raw materials, source of employees, and clients or customers for the services or products they produce.

CH 3: Theoretical PR Basis for PR

THEORY OF RELATIONSHIPS
Systems

Theory OPEN SYSTEMS PR people bring back information on how productive their relationships are with clients, customers, and other stakeholders CLOSED SYSTEMS Do NOT seek out new information STAKEHOLDERS

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Systems Theory

PR people as Boundary Spanners PR people advise the dominant coalition The ENVIRONMENT imposes constraints on organizations

CH 3: Theoretical PR Basis for PR

SITUATIONAL THEORY

ID specific PUBLICS that are active in communication behavior. Three variables will predict when publics will seek and process information about an issue:

CH 3: Theoretical PR Basis for PR

SITUATIONAL THEORY

Problem Recognition Recognize its potential to affect them (publics).

Constraint Recognition How publics perceive obstacles that may stand in the way of a solution.
Level of Involvement How much an individual cares about the issue

CH 3: Theoretical PR Basis for PR

SITUATIONAL THEORY Persuasion:

Awareness (definition.) Attitudes (definition.) Beliefs (definition.) Behavior (definition.)

SOURCE of the message MESSAGE itself RECEIVER

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SOCIAL EXCHANGE THEORY
People factor in the consequences of their behavior before acting. People want to keep their costs low rewards high Survey example Recall example

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DIFFUSION THEORY
People go through five steps as they adopt ideas: 1. AWARENESS 2. INTEREST 3. EVALUATION 4. TRIAL 5. ADOPTION
EXAMPLE Getting people to buy tickets to compan picnic.

CH 3: Theoretical PR Basis for PR

SOCIAL LEARNING THEORY

Bandura we learn new behaviors merely by observing others. You get the behavior you reward.

CH 3: Theoretical PR Basis for PR

ELABORATED LIKELIHOOD MODEL

Central route situation in which people think about an idea Elaborated likelihood people are influenced by repetition, credible spokesperson, tangible rewards

CH 3: Theoretical PR Basis for PR

USES & GRATIFICATIONS THEORY
People are active users, selective.use media.
As entertainment Environmental scanning As a diversion As a substitute for personal relationships As a check on personal identity and values Media coverage doesnt mean people see or hear it..or that is changes their opinion (Clinton/Lewinski)

CH 3: Theoretical PR Basis for PR

AGENDA SETTING THEORY
Bernard Cohen media can tell us what to think about Relationship between what media was reporting on and what voters said was important. Doesnt mean they change their minds (see previous theory) Keep this in mind if youre taking a beating in the media

CH 3: Theoretical PR Basis for PR

Roles
Collection of activities that PR people do.

TECHNICIAN
Craft side of the equation MANAGER
Help identify and solve PR problems

1.

2.
3.

Expert prescriber Communication facilitator Problem-solving facilitator

CH 3: Theoretical PR Basis for PR

MODELS (Grunig and Hunt, 1984)

Press Agentry Public Information Two-way Asymmetrical Two-way Symmetrical

Lets discuss each..

CH 3: Theoretical PR Basis for PR

NEWER MODEL (Grunig, Dozier, Grunig, 2005)

Symmetry as Two-Way Practice Chart Figure 3:3

Lets discuss..

CH 3: Theoretical PR Basis for PR

Cultural interpreter model Personal influence Model

Lets discuss.

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Conflict Resolution Mixed Motive

Underlying interests of organizations and publics

CH 3: Theoretical PR Basis for PR

Lets work though case study (Citizens to Stop Coal Trains) at the end of Chapter 3