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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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CH 3: Theoretical PR Basis for PR
THEORY
Prediction of how events and actions arerelated.
Example: Federal campaign to scare kids
off drugs.
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CH 3: Theoretical PR Basis for PR
THEORY OF RELATIONSHIPS
Systems Theory
Situational Theory
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CH 3: Theoretical PR Basis for PR
THEORY OF RELATIONSHIPS
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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CH 3: Theoretical PR Basis for PR
THEORY OF RELATIONSHIPS
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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CH 3: Theoretical PR Basis for PR
Systems Theory
PR people as Boundary Spanners
PR people advise the dominant coalition
The ENVIRONMENT imposes constraints onorganizations
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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 andprocess information about an issue:
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CH 3: Theoretical PR Basis for PR
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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CH 3: Theoretical PR Basis for PR
SITUATIONAL THEORY
Persuasion:
Awareness (definition.)
Attitudes (definition.)
Beliefs (definition.)
Behavior (definition.)
SOURCE of the messageMESSAGE itself
RECEIVER
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CH 3: Theoretical PR Basis for PR
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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CH 3: Theoretical PR Basis for PR
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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CH 3: Theoretical PR Basis for PR
SOCIAL LEARNING THEORY
Bandura we learn new behaviors merelyby observing others.
You get the behavior you reward.
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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, 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)
CH 3: Theoretical PR Basis for PR
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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
CH 3: Theoretical PR Basis for PR
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CH 3: Theoretical PR Basis for PR
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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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..
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CH 3: Theoretical PR Basis for PR
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.
CH 3: Theoretical PR Basis for PR
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CH 3: Theoretical PR Basis for PR
Conflict Resolution
Mixed Motive
Underlying interests of organizations andpublics
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CH 3: Theoretical PR Basis for PR
Lets work though case study
(Citizens to Stop Coal Trains)at the end of Chapter 3
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