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1
Chap. 3 – Theories and Methods
Global Public Relations
2
What good is a theory?
Describe, explain and predict cause/effect relationships
In communication: no absolutes, but useful central tendencies
International PR encompasses theories at all levels of communication from intrapersonal through international mass communication
3
Four basic categories in PR articles
Theoretically based Often borrowed from other disciplines
Case studies Based on theory or practice principles
Country studies Growing library but ongoing need
“Think pieces” Essays reserved for established scholars
4
Evolutionary models (Grunig & Hunt)
Press agentry Public
information 2-way
asymmetric 2 way
symmetric
} 1- way models
5
For example: Lee (2004)
Based on premise that 2-way symmetric model allows for changes in either organization or public (or both)
Her study sought factors affecting org. image among Hong Kong consumers
Survey results show need to focus on public to enhance org. reputation (2-way symmetric model)
6
Most communication theories are western- (esp.
U.S.-) based
Selective Perception Schema Propaganda
Bullet Symmetry Congruiy
Gatekeeping Source Credibility Fear Appeals
Innoculation Two-step Flow Diffusion
Agenda Setting Knowledge-gap Limited Effects
Cultivation Spiral of Silence Uses and Gratifications
Theories of the Press Agents of Power Media Richness
Risk of assuming theories hold up in other cultural contexts!
7
Example – Van Leuven (1996)
Examined Singapore and Malaysia Identified 3-phase development
model instead of U.S.-spawned Grunig-Hunt models Nation-building Market development Regional interdependence
Also applied to African studies
8
PR Functional Roles (Broom and Smith)
Expert prescriber
Communication facilitator
Problem-solving process facilitator
Communication technician
}Management functions
9
Excellence Theory
Involvement of PR in strategic management
PR in the dominant coalition
Integrated PR function
PR as separate management function
Senior management role
2-way symmetric model
Symmetric internal communication
Professional staff Organization mirrors
external diversity
10
Van Leuven and Pratt’s proposals
Potential for theory development Explore relationships between:
Economic development and use of mass media Market development and persuasion as
campaign aim Government stability and tolerance for dissent Government stability and attention to public
opinion
11
Public Diplomacy and Evolutionary Models
Freitag used Peru to find links
Grunig-Hunt Models Public Diplomacy Models
Press agentry Propaganda
Public information Self-portrayal
2-way asymmetric Information
2-way symmetric Dialogue
12
Challenges to International PR Research
Language Including shared meaning
Culture Some methods inappropriate
Fit Familiar methods may not work well
Expense/time Disadvantages and potential for bias
favoring scholars in developing nation
13
Survey Considerations
Sampling challenges Survey instrument crafting
Translation Cultural sensitivities Computer access
14
Content Analysis Issues
Access to materials Legitimacy of comparisons across
borders and cultures Coder skill and ability levels
15
Suitable Qualitative Methods
Focus groups In-depth interviews Participant-observer Historical Case study Country study
16
Country Study Model (Zaharna)
Descriptive categories Political Economic Mass media Infrastructures (education,
transportation, etc.) Legal Social Cultural