Professional Documents
Culture Documents
Public Relations
Theories of Relationships
System Theory
Situational Theory
System Theory
Media Government
United PR works
Financial
Neighbors Institutions
Customers
Level of involvement
Active communication – information seeking
Passivecommunication – information
processing
Grunig identified 4 types of public:
a) All-issue publics
b) Apathetic publics
c) Single-issue publics
d) Hot-issue publics
Theories Of Persuasion and Social
Influence
Social Exchange Theory
Diffusion Theory
Social Learning Theory
Elaborate Likelihood Model
Social Exchange Theory
Uses the economic metaphor of costs and
benefits to predict bahavior.
Based on perceived rewards and costs.
People want to keep their costs low and
their rewards high .
Diffusion Theory
People process and accept information.
Diffusion Theory says that people adopt an idea
only after going through these five steps:
- Awareness
- Interest
- Evaluation
- Trial
- Adoption
Social Learning Theory
Attemptsto explain and predict behavior
by looking at another way individuals
process information.
Albert
Bandura “ we can learn new
behaviors merely by observing others”.
Elaborated Likelihood Model
Proposes a “peripheral route” in which
people are influenced by such things as
repetition.
PR should have a credibility as spoke
person or even tangible rewards.
Theories of Mass Communication
Usesand Gratification Theory
Agenda Setting Theory
Uses and Gratification Theory
People are active users of media and selective in the media
they use.
People use media in the following ways:
- As entertainment.
- To scan environment for items important to them personally.
- As a diversion.
- As substitute for personal relationships.
- As a check on personal identity and values.
Agenda Setting Theory
The media can’t tell people what to think,
they are stunningly in telling them what to
think about.
PR practitioners attempt to influence the
media agenda by providing news items for
public consumption.
Communication Expert prescriber
technician Define the problem
Communication & Develop the program
journalist skills Take full responsibility
Write & edit employee for its implementation
newsletter
Write news releases &
feature stories
Develop website content
To deal with media
contact
Communication Problem-solving
facilitator facilitator
Sensitive listener Collaborate with other
Information brokers managerial functions to
identify & solve the
Serve as liaisons,
interpreters & problems.
mediators between & Part of strategic
organization & its planning team
publics.
Approaches to Conflict Resolution
It
involves an individual or group actively opposing
another’s values or goals.
There are nine types of conflict resolution:
- Contention
- Cooperation
- Accommodation
- Avoidance
- Unconditional Constructive
- Compromise
- Principled
- Win/Win or no deal
- Mediated