1. Chapter 3: A Theoretical Basis for Public Relations
Introduction to Public Relations
Chapter 3:
A Theoretical Basis for Public Relations
Copyright © 2012 McGraw-Hill Companies. All Rights Reserved.
McGraw-Hill/Irwin

2. WHY UNDERSTAND THEORY?
Theories help practitioners explain and predict human behavior and guide organizational decision making.

3. CONNECTING THEORIES WITH PUBLIC RELATIONS
What is theory?
A theory is a prediction of how the world will work under certain circumstances.
How do theories help the PR practitioner?
Applying theories correctly can help campaigns and messages be more effective (i.e. more supportive of accomplishing organizational goals).

4. THEORIES OF RELATIONSHIPS
Cause-effect principles or theories can guide you in understanding how organizations relate to their publics.
Systems theory
Situational theory

5. SYSTEMS THEORY
Definition: The attitudes and actions of an organization or public contribute to a cause-effect chain reaction within their environment.
Organizations and publics exist in relationship to each other, meaning the actions of one affects the actions and reactions of the others.

6. APPLYING SYSTEMS THEORY TO PR
Helps the practitioner manage the organization’s relationships.
Emphasizes interdependence between an organization and its internal and external environments.
Two types of systems
Open
Closed

7. OPEN SYSTEMS
Focuses on input from external publics and the organization’s external environment.
Allows for the two-way flow of information between an organization and its environment

8. CLOSED SYSTEM
Focuses on the history of the organization and makes decisions based on past experiences.

9. SITUATIONAL THEORY
Definition: People will act on an issue or situation when they believe it affects them personally and their actions can make a difference.
Three variables:
Problem recognition: People must be able to see the potential of an issue to affect them personally.
Constraint recognition: People must see that they can do something about the issue.
Level of involvement: People must care about resolving the issue.

10. TWO BENEFITS OF SITUATIONAL THEORY
Helps the practitioner predict when groups will become active or remain apathetic.
Helps the practitioner create communication strategies for specific publics.
Determine status with respect to each of the three variables
Determine potential strategies to address “deficient” variables
Choose final strategy

11. PUBLIC OPINION THEORIES
What are attitudes?
What are opinions?
Is there any interaction between attitudes and opinions?
What is cognitive dissonance?
Are we influenced by rational or irrational reasoning?

12. SHAPING PUBLIC OPINION
What are attitudes?
Predispositions to respond in a given way to an issue or situation
What are opinions?
Can be an expression of an attitude on a controversial issue.
Can be a more “temporary” (i.e. state-driven) reaction to an issue

13. PR OBJECTIVES FOR SHAPING OPINION
Conserve Favorable Opinion
Crystallize uninformed, or latent opinion
Change/neutralize hostile opinion

14. COGNITION AND BEHAVIOR
Cognitive theories deal with thought processes while behavioral theories deal with action.
Cognitive Theories
Words and actions are given personalized meanings by receivers, and sometimes that meaning is not what was intended by the sender.
Practitioners seek to influence the publics’ interpretations to accurately reflect the original intent.
Example: Company expansion and growth (may be perceived as negative)

15. THEORIES OF PERSUASION & SOCIAL INFLUENCE
Explain how humans think and behave in relation to one another
Three common theories include
Social exchange theory
Diffusion theory
Social learning theory

16. SOCIAL EXCHANGE THEORY
Uses the economic metaphor of costs and benefits to predict behavior
In general people want their costs to be low and rewards to be high (is this logical?)
Practitioners look at how publics evaluate costs and rewards to demonstrate and maximize the net benefits of particular action.
Example: Persuading voters or consumers to take a survey
Example: Product recalls
Example: Passing a new law

17. DIFFUSION THEORY
Individuals are influenced to diffuse and adopt an idea in five stages.
Awareness
Interest
Evaluation
Trial
Adoption
Mass media is useful in the first two stages, and personal influence is needed in the next two before adoption takes place.
The “information trap”

18. THE FIVE STAGES OF ADOPTION
1. Awareness – Topic known but knowledge limited.
Stage engages the mass media
2. Interest – Development of interest begins; information sought.
3. Evaluation – Idea applied to individual situations, more information obtained.
Stage engages unbiased third parties
4. Trial – Use begins on a small scale.
5. Adoption – Idea, service or product adopted after being proven worthwhile.
Stage engages personal experience

19. SOCIAL LEARNING THEORY
Social Psychologist Albert Bandura suggests that we can learn new behaviors by observing others.
When we see a behavior leading to a reward we value, we may adopt that behavior for ourselves.
Example: In employee relations we can see that if inappropriate behavior is rewarded for one employee, others may adopt this inappropriate behavior pattern.

20. SUMMARY OF THEORIES ABOUT COGNITION & BEHAVIOR
Social Exchange Theory: people act in ways that reduce costs and increase rewards.
Diffusion Theory: people can be influenced to diffuse and adopt ideas through five stages.
Social Learning Theory: people can be influenced by seeing how others are rewarded for particular actions.

21. THEORIES OF MASS COMMUNICATION
There are three theories that help us understand the powerful influence of media.
Use and Gratification Theory
Framing Theory
Agenda Setting Theory

22. A DEFINITION OF MEDIA
The English word media is a Latin derivative of medius, meaning middle.
For our purposes we define media as…
all the means of communication, such as newspapers, radio, TV, the internet/mobile technologies that provide the public with news, entertainment, etc., usually along with advertising (Webster’s New World College Dictionary, 1999).
Traditional Mass Media vs. New Media

23. USE AND GRATIFICATIONS THEORY
People are active users of media and choose how and when to use media based on its gratification for them.
Reasons for media usage include…
for entertainment
to scan the environment for items that are important to them
as a diversion
as a substitute for personal relationships
as a check on self-identity
Why do you pay attention to the media?

24. APPLICATION FOR THE PRACTITIONER
The use and gratification theory helps the practitioner explain media effects, or the absence of effects.
The practitioner must remember that just because a message is available doesn’t mean that people will pay attention to, remember or even understand it (or its implications).

25. FRAMING THEORY
Theory supposes that media messages may carry with them a pre-existing (implicit) set of meanings and associations.
People tend to process information in the way in which it is presented to them (i.e. contextualized).
Catchphrases or visual images
“The War on Terror” or “Terrorism”
“Sustainability”
“Occupy Wall Street”
“Public Welfare”

26. AGENDA SETTING THEORY
Agenda Setting is based on the assumption that although media can’t tell people what to think about an issue, it can influence what issues people think about.
Media has the potential to increase issue salience.

27. MODELS OF PUBLIC RELATIONS
Press agentry: oldest form of public relations practice where propaganda tactics, special events, and “guerilla” tactics are used. Little regard for research or ethics.
Public Information: intent is to inform through one-way information such as press releases.
Two-way asymmetrical model: scientific persuasion using social science methods to increase persuasiveness of messages.
Two-way symmetrical model: depicts public relations orientation in which organizations and public adjust to each other. It focuses on the use of social science methods to achieve mutual understanding and two-way communication

28. NEWER MODELS FOR THE PR PRACTICE
Jim Grunig has developed numerous models that more effectively explain how public relations works
Personal Influence model: Practitioners develop personal relationships with key individuals because of their influence. (as easy as it sounds?)
Cultural Interpreter model: Establishes that to do effective public relations in another country, the practitioner needs to work with someone who understands the local language, culture, customs and politics.

29. APPROACHES TO CONFLICT RESOLUTION
Conflicts involve an individual or group actively opposing another because of differences in values and goals.
Four resolution elements:
Separate the people from the problem.
Focus on interests, not positions.
Invent options for mutual gain.
Insist on objective criteria: What are the facts?