PR Theory
17 likes15,745 views
This document provides an overview of several theories related to public relations and communication including: systems theory which discusses how organizations and their environments depend on each other; situational theory which examines how problem recognition, constraint recognition, and involvement impact engagement; social exchange theory which explores how individuals choose strategies based on perceived costs and benefits; diffusion of innovation which explains how new ideas and behaviors are adopted; uses and gratifications theory which considers how and why people use media; and social learning theory which discusses how people learn from examples in mass media and from other people.
PR Theory
- 1. Viral Fun: April Fool’s Day Edition
- 2. Theories of Public Relations
- 3. Systems Theory Organizations & their Environments are Interdependent Depend on Each Other Open systems vs. Closed systems Stakeholders “ Boundary Spanners”
- 4. Organization University of Oregon Customers Financial Institutions Government Neighbors Media Alumni Employers Students & Parents HS Students & Counselors
- 5. Organization Menu Foods Customers Suppliers Breeders Media Vendors Employees FDA Vets/Vet Techs
- 6. Situational Theory Active vs. Passive Three Variables: Problem recognition, constraint recognition, level of involvement. Those publics who have high problem recognition, low constraint recognition, and high involvement in an issue are much more likely to actively engage in communication about it.
- 7. Don’t mess with Texas
- 8. Social Exchange Theory Costs and benefits: Individuals and groups choose strategies based on perceived rewards and costs. In general, people want to keep their costs low and their rewards high.
- 10. Diffusion of Innovation Explaining and predicting how people will adopt a behavior, idea or product. Five stages: awareness, interest, evaluation, trial and adoption Categories of Adopters
- 12. Uses & Gratifications People are active users and media and selective in the media they use. Why do people use the media?
- 13. Nine Inch Nails: Year Zero A Multimedia Scavenger Hunt?
- 14. Social Learning People learn through example Mass Media Personal Example Vicarious trial of new behavior through role models Positive Negative Transitional
- 15. Star's $15 trainers give poor a shot at style -- London Times It’s gotta be the shoes, right? It's a social movement that is giving kids a quality product, endorsed by a guy who knows how hard it can be for a parent to get a kid those pair of shoes that he/she wants.