Chapter 3 Theoretical Basis

8/3/2019 Chapter 3 Theoretical Basis

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CH 3: Theoretical PR Basis for PR

Theories predict the way thingswork/happen

Why and how will your plans andproposals work?

There are several PR theories

Well look at six:1. Relationship 4. Roles2. Persuasion/influence 5. Models3. Mass comm. 6. Approaches to conflict resolution


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THEORY

Prediction of how events and actions arerelated.

Example: Federal campaign to scare kids

off drugs.


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THEORY OF RELATIONSHIPS

Systems Theory

Situational Theory


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Systems Theory

Organizations depend on resourcesfrom their environments: raw materials,source of employees, and clients or

customers for the services or productsthey produce.


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Systems Theory

OPEN SYSTEMS PR people bringback information on how productive theirrelationships are with clients, customers,

and other stakeholdersCLOSED 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 onorganizations


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SITUATIONAL THEORY ID specific PUBLICS that are active in communication

behavior.

Three variables will predict when publics will seek andprocess information about an issue:


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SITUATIONAL THEORY

Problem Recognition Recognize its potential toaffect them (publics).

Constraint Recognition How publics perceiveobstacles that may stand in the way of a solution.

Level of Involvement How much an individual caresabout the issue


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SITUATIONAL THEORY

Persuasion:

Awareness (definition.)

Attitudes (definition.)

Beliefs (definition.)

Behavior (definition.)

SOURCE of the messageMESSAGE 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 rewardshigh

Survey example

Recall example


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DIFFUSION THEORYPeople go through five steps as they adopt ideas:

1. AWARENESS

2. INTEREST3. EVALUATION

4. TRIAL

5. ADOPTION

EXAMPLE Getting people to buy tickets to companpicnic.


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SOCIAL LEARNING THEORY

Bandura we learn new behaviors merelyby observing others.

You get the behavior you reward.


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ELABORATED LIKELIHOOD MODEL

Central route situation in which people

think about an idea Elaborated likelihood people are

influenced by repetition, crediblespokesperson, tangible rewards


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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)



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AGENDA SETTING THEORY

Bernard Cohenmedia 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



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RolesCollection of activities that PR people do.

TECHNICIANCraft side of the equation

MANAGERHelp identify and solve PR problems

1. Expert prescriber2. Communication facilitator3. Problem-solving facilitator


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MODELS (Grunig and Hunt, 1984)

Press Agentry

Public Information Two-way Asymmetrical

Two-way Symmetrical

Lets discuss each..


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NEWER MODEL (Grunig, Dozier, Grunig, 2005)

Symmetry as Two-Way Practice

Chart Figure 3:3

Lets discuss..


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Cultural interpreter model

Personal influence Model

Lets discuss.



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Conflict Resolution

Mixed Motive

Underlying interests of organizations andpublics


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Lets work though case study

(Citizens to Stop Coal Trains)at the end of Chapter 3

Documents

Chapter 3 Theoretical Basis