10 theories used in public relations

The proponents of the models, Grunig and Hunt, have provided a fundamental approach to the broad concept of public relations. 0000001770 00000 n Read it now on the OReilly learning platform with a 10-day free trial. For instance, the quality of customer services is determined by the customers opinions on how they are treated at the bank. Although social media and newspapers satisfy different needs, both do satisfy acquisition in information. 0000001861 00000 n Learning about communication theories helps practitioners in three key ways: to organize large amounts of complex information. How and Why Is CSR of Concern to Public Relations? Public relations spans many academic disciplines. "Public Relations Theories and Models." Examples of Theory Used within Political Communication and Government Relations, Major Topics/Questions Needing to Be Addressed by Public Relations Theorists Working in Government Relations and Political Communication, Suggested Cases to Explore to Demonstrate Theory at Work in Government Relations and Political Communication, Demonstrates how public relations theory is applied in real-world practice, Illustrates how successfully applied public relations theories lead to positive outcomes, Discusses the relevance of public relations with accessible and engaging language, Offers multiple perspectives from leading international public relations scholars, Includes pedagogical tools including chapter discussion questions, practical examples, tables, and suggested reading lists. ", Journal of Communication Management, Vol. As the term suggests, it is about identifying a group of people within the group who can influence the larger sections of society. https://studycorgi.com/public-relations-theories-and-models/. The paper discusses the importance of public relations theory. RomCom EDUSESSION Provides Guidance in All SubjectsFYJC TO MCOMBMSBAFBBI & BMMFor Details ContactEmail- romoanju@gmail.comM-9975290371 (What's App only)Kindl. For example, on the corporate side in the United States, employment of public relations specialists (non-managers) is expected to grow 24 percent from 2008 to 2018, much faster than the average for all occupations (U. S. Bureau of Labor Statistics 2011). This thought-provoking book provides an alternative path to studying communication in increasingly complex environments and as such, will be vital reading for researchers and educators, advanced communication and public relations students, and for senior public relations practitioners. <]>> The lesson to be learned from this study in relation to the uses and gratification theory is two-fold. A company wants more students to visit their park. Ihlen & Fredriksson, 2018 ). How, When, and Why Is Theory Applied to Crisis Communication, Risk Communication, and Issues Management? Theories of Persuasion and Social Influence:-. In the public relations discipline, ethics includes values such as honesty, openness, loyalty, fair-mindedness, respect, integrity, and forthright communication. Defining the Concepts: What Are Social Media? hn8_ExX'[I/T[%AbvJT7@0hx9qla#FDD(bUDLH8HB-4(91>kpLXQKXR2#',aFF]-`=c$0HG:*O&zCoW3R:^,hgmi7? a5a`NW.2( 1B Daia 7;%bU>Q\fL4QZ {Id!W>UszA/zO&6G#5k\=f^gH9=K/iYNvNdPiYvyr}D0_dN$XvI$b1 The four theories we discuss in this chapter include social judgment theory, Unique in structure, this text arranges chapters by function, rather than theory, allowing readers to see how multiple theories can be applied to each public relations function and how theories can be used in different professional settings. 0000000016 00000 n Further, the courses have a set duration of completion and the topics to be covered for the ultimate graduation. 0000006432 00000 n Media Relations. 0000003756 00000 n It is also based on the ethics of providing objective information perceived to be needed by the public (Rawlins & Stoker, 1999). It's easy to think that public relations and media relations are interchangeable and are, in fact, the same thing. 5 Ways PR is Shaping the Marketing World in 2023. "Public Relations is the planned persuasion of people to behave in ways that further its sponsor's objectives." For others, persuasion is an anathema and it is perceived to be on the slippery slope that skids through publicity and ends up with propaganda. 0000004242 00000 n Retrieved from https://studycorgi.com/public-relations-theories-and-models/, StudyCorgi. endstream endobj 713 0 obj <>/Metadata 41 0 R/Pages 710 0 R/StructTreeRoot 84 0 R/Type/Catalog/ViewerPreferences 727 0 R>> endobj 714 0 obj <>/MediaBox[0 0 612 792]/Parent 710 0 R/Resources<>/Font<>/ProcSet[/PDF/Text/ImageB/ImageC/ImageI]>>/Rotate 0/StructParents 0/Tabs/S/Type/Page>> endobj 715 0 obj <>stream Whiting, A., & Williams, D. (2013). Finally, they permit interdisciplinary viewpoints. Rawlins and Stoker (1999) refer to the press agentry model as publicity and assert that its main goal is to change the attitudes and opinions of the public to align them to those of the organization. To further understand the uses and gratifications theory in relation to todays active consumption of social media, the models below highlight the theory in a more visual format: From these models above, it displays the direct path of the uses and gratifications theory. Why Are Dialogic Relationships a Concern in Public Relations? The Excellence Study Considered as a monumental study in public relations, the excellence study can be By viewing events through a model, crisis managers gain context and can better apply best practices. 0000002314 00000 n However, public relations are mainly based on the principle of professionalism. The comprehensive guide to applied PR theory in the 21st century. 808 certified writers online. How, When, and Why Is Theory Applied to Political Communication and Government Relations? The individual has been exposed to the idea. . In that case, it is essential for public relations practitioners to let the decision maker of an organization analyze the whole range of options along with the associated costs and rewards. Public relations is a method of communicating in order to produce a positive relationship between a company and the public. 0000002365 00000 n Most public relations texts, however, including some of the most influential, do not do justice to the richness of systems theory, especially the most recent thinking on the subject. For public relations practitioners globally, the ultimate task for the future will be to successfully intertwine theory and practice to satisfy both organizations and their publics. Yu-Wei Chuang (2015), developed Fig. https://doi.org/10.1177/0267323117739172. Public relations needs to mobilise elements from the great body of academic work that already exists and translate that work into methodologies suitable for practitioner use. How, When, and Why Is Theory Applied to Social Media? They have identified the following five steps to accept the idea of diffusion: Awareness. Defining the Concepts: What Is Diversity? The most applicable example of this model is in institutions of higher learning. Theories explain how to make public relations more effective for organization and society. First, presenting 10 chapters in Part III entitled Theories of Public Relations (from Chapter 15-24), identifying the following theories: 1) theory of excellence, 2) theory of personal influence, 3) rhetorical theory, 4) theory of contingency, 5) global public relations theory (from a multi paradigmatic perspective), 6) relationship management theory, 7) organic theories and community . Public Relations people try to persuade audiences to learn new information, to change emotions and to act in a certain way. For example, if a public relations associate is trying to promote a company product, they should consider showing examples of real people using the product. In other words, practitioners must consider how will the message being communicated, the product being sold, etc., fulfill and gratify the needs of the public. 120 0 obj<> endobj 1. To discuss the role of public relations theory. Business practices have been evolving over the years with the need to incorporate approaches that give considerations to the issues of mutuality, consensus, reciprocity, and business ethics. The financial information of the institutions is disseminated to the shareholders who then give their opinions on the same. This campaign aimed to show young girls and women that having a high self-esteem is what constitutes real beauty. Interest. 0000009076 00000 n Social Learning Theory and Developmental Psychology. There are four broad public categories for all businesses: shareholders, employees, customers and community members. to explain patterns, and. The comprehensive guide to applied PR theory in the 21st century. In this paper the author reviews the use of the better known systems theories, and examines some of the newer developments and applies these to the contemporary practice of public relations. 15 Lakhs]: Register by Nov 7. Watts, R. (2006), "What is the role of public relation theory? Further research on the general public could then lead to a targeted audience, one that will find the messaging and services being provided as useful. Medium 4. Businesses make a profound decision when they choose how they will communicate to these four public groups. In that situation, a company has to take a decision which helps them to save their customers and costs and give them high rewards. (2012). 2002). When relating to psychology, social learning theory is often thought of as a bridge between behaviorist and cognitive theories because it incorporates elements from both theories and combines them. Often referred to as "the father of public relations," Bernays in 1928 published his seminal work, Propaganda, in which he argued that public relations is not a gimmick but a necessity: The . Dive in for free with a 10-day trial of the OReilly learning platformthen explore all the other resources our members count on to build skills and solve problems every day. Optimization of media in Nigeria confirms this notion (Egede & Chucks-Nwosu, 2013). StudyCorgi. This definition of public relations ethics goes far beyond the olden days of "flacking for space" or spinning some persuasive message, but this view is not shared by everyone. This transformation, coupled with the growing scope of social media outlets, creates a new task for public relations specialists: communicate how the product, or company, will satisfy the needs of its publics, and choose a medium to communicate through that, too, will gratify the publics social needs. In systems theory, as it is based on relationships, therefore, it is interconnected. Promotion Mix and Consumer Engagement on Social Networking Sites: A Cross-Cultural Case Study of Starbucks Posts on Facebook (USA) and Kaixin (China). Researchers such as McQuail may not have been one of the originators of this particular theory, but his and others work observing political campaigns and messages in the media is central to the understanding and further development of how the uses and gratifications theory works and how audiences react to media today. But, not at the cost of their customers. After that, few students visit and get the nice feel of the park (Trial) and give mouth publicity to their groups and all known people. How, When and Why Is Theory Applied to Ethical Practice? they have tried to identify the reasons and did connect to the access to the reason for it. In a study conducted through a survey on working mothers perceptions and opinions of HelloFresh (Torrellas, J., Abrams, S., Soboslay, S., & Hollie, M., 2019), mothers were more likely to purchase HelloFresh based on its convenience. Explain the uses of various media effects theories. The model is also applied in the dissemination of information regarding the courses offered that are mainly advertised in the media. Trial. They are open to new ideas and positive criticism. Public relations is one of the fastest growing - and fastest changing - professional practices, with jobs expanding in many countries. (2017). How, When, and Why Is Theory Applied to Media Relations? Defining the Concepts: What Is the Nonprofit Sector? According to Bandura (1971), most of the behaviors that people display are learned, either deliberately or inadvertently, through the influence of example, (p. 5). The application of the model is supported by the marketing strategies used before the products and services are promoted. The uses and gratifications theory is exactly as it sounds, as according to Anita Whiting et al. Public Relations people try to persuade audiences to learn new information, to change emotions and to act in a certain way. 10 theories used in public relations; family is forever'' in italian; emergency physicians billing; wauwatosa police department roster. In the third section the author uses two practical examples, the breaking down of organisational barriers and current and potential uses of the Internet, to demonstrate the inadequacies of the older systems approach and the applicability of the new theories. Convenience, then, serves as a tension-free need: a concept under the umbrella of the uses and gratifications theory that refers to the need to feel relieved from tension or stress. For example, every public relations plan is a theory at some level. Brands, government entities, and people alike apply the uses and gratification theory into their decision-making processes everyday. How and Why Are Nonprofits of Concern to Public Relations? After reviewing this chapter, readers should be able to: Define what theory is and identify two key types of social and behavioral science theory that are relevant to public health interventions. Denis McQuail 19352017. 0000005608 00000 n In this way, through brand engagement, brands such as Starbucks are able to gratify its publics social needs. (0AD). The uses and gratifications theory is a theory that we encounter each and every day, especially when logging into our multitude of social media applications. In 1971, Albert Bandura developed the theory showing that people didnt necessarily need reinforcement to learn a new behavior. You may be able to access teaching notes by logging in via your Emerald profile. Systems theory is made up of interrelated parts, adapting and adjusting to changes in the political, economic and social environment in which they operate. A Uses and Gratification Perspective on Social Media Usage and Online Marketing. An exploratory investigation of the role of public relations in the UK retail sector. Additionally, the requirements for the pass marks from the courses are given while the rules and regulations of the institution are communicated together with the services available to the students (Moss, Warnaby & Thame, 1996). 0000004498 00000 n 0000001531 00000 n According to these researchers, three variable predict when public seek and process information about an issue: Problem Recognition, constraint recognition, and level of involvement. The emergence of public relations as an academic and practitioner discipline has benefited from input from many sources: social science, behavioural science, engineering, philosophy, business and management. Additionally, the financial support of football is provided by multinational organizations through sponsorship of the players, clubs, and events. Similar to observations made in another African country, Mauritius, companies have seen the potential in social media as a marketing and public relations tool (Froget, J., Baghestan, A. G., & Asfaranjan, Y. S., 2013). (2017), There were multiple studies occurring as early as the 1920s, but it wasnt until 1969 that researchers such as Denis McQuail, Joseph Trenaman, developed the uses and gratifications theory that is known today by conducting research both together and separately on how audiences view and consume media of the political nature and the motivation behind this. Moss, D., Warnaby, G., & Thame, L. (1996). single campaign is a theory because a plan attempts to apply experience, training, or both to. They are the active people who have an influence on the larger people. One of the main theoretical underpinnings is systems theory, with parallels being drawn between systems and how communication is practised. However, PR professionals need to be able to think in broad, theoretical, and systemic ways about audiences, the PR environment, and communicating in general. Why people use social media: A uses and gratifications approach. A system must also have internal relationships among its objects. Gregory, A. 122 0 obj<>stream Here, the decision makers of an organization allow for the two-way flow of resources and information between the organization and environment. Corporate Communication & Public Relations (2016) by Dr. Sanobar Hussaini published by Sheth Publishers Private Limited, highered.mheducation.com/sites/dl/free/0073512052/930653/Chapter_3.pdf. It is a set of concepts, definitions, and propositions that explain or predict these events or situations by illustrating the relationships between variables. On the other hand, the cognitive learning theory focuses on the mind, and it involves forming in ones brain how different tasks can be related. They described how public relations practitioners to be effectively and ethically practiced by offers a normative theory in two-way symmetrical model. Why and How Is Public Relations Impacted by Globalization? The researchers who conducted the aforementioned research sought to promote the uses and gratification theory in Nigerian public relations practitioners practice, however, many companies already implement the theory in their marketing strategies, such as HelloFresh and Starbucks. Public relations (PR) is the practice of managing and disseminating information from an individual or an organization (such as a business, government agency, or a nonprofit organization) to the public in order to influence their perception.Public relations and publicity differ in that PR is controlled internally, whereas publicity is not controlled and contributed by external parties. How and Why Are Social and Emerging Media of Concern to Public Relations? When professionals use the social learning theory purposefully and correctly in the field of communications and public relations, the results can be highly successful and effective. xref The paper is in three sections. 0000007101 00000 n Egede, E. A., & Chucks-Nwosu, E. (2013). Public relations people advise the dominant coalition, the primary decision makers of the organization, about problems and opportunities in the environment and help these decision makers respond to these changes. This paper will also discuss how the uses and gratifications theory has been used for branding in two particular public relations campaigns (Starbucks and HelloFresh) in the past and how it can be implemented for other brands in the future. Let's break down the different types of PR. Journal of Economics and Sustainable Development , 202212. Retrieved February 7, 2016. Learning Objectives . They have understood that many Indians, especially in rural areas, do not have toilet facilities. Toward an Understanding of Uses and Gratifications Theory and the Sense of Virtual Community on Knowledge Sharing in Online Game Communities International Journal of Information and Education Technology, Vol. Yu, Jusheng. Whatever the usage of media may be at any particular time, research models such as these can be applied to scenarios such as the ones discussed in the next section. Terms of service Privacy policy Editorial independence. Major Topics/Questions Needing to Be Addressed by Public Relations Theorists Working in Strategy, Suggested Case to Explore to Demonstrate Theory at Work with Strategy, 3 Crisis Communication, Risk Communication, and Issues Management. Public Relations people try to persuade audiences to learn new information, to change emotions and to act in a certain way. 6, June 2015. doi: http://www.ijiet.org/papers/552-T048.pdf. %PDF-1.5 % The models applicability to football is evident by the massive media coverage and advertisements especially in events such as the ongoing FIFA World Cup and other events such as the Euro games among others. How and Why Is Media Relations of Concern to Public Relations? Another way the social learning theory is prominent in public relations is through mistakes and crisis communications. Mascarenhas Romeo S. (2016) Corporate Communication & Public Relations published by Vipul Prakashan. Grand Theories and Theories of Middle Range. 120 18 This paper analyzes the ethics of public relations as a self-regulation platform. PR Changes the Way People Think About a Business. It focuses on bringing the public and a company together in order to . We will discuss two most prominent theories in theories of persuasion and social influence i.e. 6 December. Course Objectives: By the end of this course, students will: Possess comprehensive knowledge of major areas of public relations theory and how those areas have been developed through empirical research. The individual must consider the idea as potentially useful. xref to build predictability. 0000001236 00000 n How, When, and Why Is Theory Applied to Activism, Major Topics/Questions Needing to Be Addressed by Public Relations Theorists Working with Activism, Suggested Cases to Explore to Demonstrate Theory at Work with Activism, 12 Media Relations and Challenges in a Digital Media Era.

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