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Public Relations Theory
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Public Relations Theory

July 2020 | 232 pages | SAGE Publications, Inc
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Reflecting the ever-increasing changes in the public relations industry, this new text offers a fresh, up-to-date look at public relations theories as well as theories from related areas that impact public relations. Chapters move from the oldest areas of communication theory through newer models devoted to interpersonal, organizational, and mediated, up to the most current theories devoted to emerging media, including digital and social. Readers will learn how public relations and persuasion theories are at the heart of a practitioner’s day-to-day work, and see how a strong understanding of theories can make them more effective and strategic professionals.



 
Introduction
 
Acknowledgments
 
About the Authors
 
Chapter 1 • Integrating Theory and Practice
Introduction

 
Defining Theory

 
Defining Public Relations

 
The Only Thing Constant is Change

 
Public Relations Works With Other Communication Functions

 
Conclusion

 
Review Questions

 
 
Chapter 2 • Persuasion Theories
Introduction

 
Historical Roots of Persuasion

 
Formation of Attitudes, Beliefs, and Behaviors

 
Persuasion Theories that Drive Influence

 
Attribution Theory and Situational Crisis Communication Theory

 
Conclusion

 
Review Questions

 
 
Chapter 3 • Interpersonal Communication Theories
Introduction

 
Origins and Definitions

 
Links to Public Relations Practice

 
Relationship Construction Theories

 
Theories That influence the Creation of Meaning

 
Theories Influencing the Creation of Trust

 
Conclusion

 
Review Questions

 
 
Chapter 4 • Organizational Theories
Introduction

 
Organizational Theories and the PR Professional

 
Ways of Working

 
Ways of influencing change

 
Ways of Communicating

 
Conclusion

 
Review Questions

 
 
Chapter 5 • Mass Media Theories
Introduction

 
The Origins of Mass Media and Media Theory

 
The Small/Large Effects Continuum

 
Four Theories of the Press

 
The Gatekeeping Function

 
Agenda-setting Theory

 
Uses and Gratifications Theory

 
Media Systems Dependency Theory (MSDT)

 
Two-Step Flow Theory

 
Cultivation Theory

 
Feminist Media Theory

 
Conclusion

 
Review Questions

 
 
Chapter 6 • Public Relations Models
Introduction

 
Models that define PR and explain how PR meets client goals

 
Models that Explain how Public Relations is practiced

 
Models that Explain PR Campaign Development

 
Models that Explain PR Measurement or Value

 
The Barcelona Declaration of Research Principles (The Barcelona Principles)

 
Conclusion

 
Review Questions

 
 
Chapter 7 • Public Relations Theories
Introduction

 
Theory Must Be Open to Change

 
Varied Frameworks Underlying Public Relations Theory

 
Early Public Relations Theories and the Strong Effects Media Model

 
The Excellence Theory of Public Relations

 
Public Relations Competence Theory

 
Practitioner Roles Theory

 
Corporate Social Responsibility (CSR) Theory

 
Public Relations and the Relational Perspective Paradigm

 
Social Engagement

 
Cocreational Theory of Public Relations

 
Conclusion

 
Review Questions

 
 
Chapter 8 • Digital Media Theories
Introduction

 
Digital Media Defined

 
Characteristics of Digital Media

 
Who Is Connected?

 
Parallels: Traditional Media Theory and Digital Media Theory

 
Digital Rhetoric Theory

 
Digital Media Change the News Media

 
Conclusion

 
Review Questions

 
 
Chapter 9 • Social Media Theories
Introduction

 
Social Media Defined

 
Social Media in the Context of Web 2.0

 
Participatory Culture Theory

 
Rules for Conducting Public Relations Via Social Media

 
Diffusion of Innovation Theory

 
Social Media and Misinformation

 
Social Media and Community Orientation

 
Social Media Impacts Gatekeeper Theory

 
Global Social Media

 
Social Media Impact on Public Relations

 
Conclusion

 
Review Questions

 
 
Chapter 10 • The Future of Public Relations Theories
Introduction

 
Redefining Public Relations . . . Again

 
Theory Rooted in Dynamic Related Areas

 
Major Changes Impacting Theory-Building

 
The Synergy of Theory and Practice

 
Internationalization of Theory

 
Conclusion

 
Review Questions

 
 
References
Key features
KEY FEATURES:
  • Timely and engaging case studies cover prominent campaigns such as KFC’s creative response to a chicken shortage, Amazon’s internal communications efforts to shape employee culture, and the rise of the #MeToo movement on social media.
  • Contemporary and international examples allow students to think about public relations with a focus on digital and social media and with a global perspective.
  • Chapter-ending review questions provide students an opportunity to revisit the content as they think through a list of questions.
  • A final Chapter 10: The Future of Public Relations Theories outlines current thinking about the future of public relations and includes case studies that demonstrate how new technologies might require the revision of older theories.

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