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08Review - Chapter 8 Review Theory a systematic...

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Chapter 8 Review Theory: a systematic interpretation of a phenomenon that specifies the relationship between variables; it explains how things work by establishing relationships between concepts/variables. Outcomes of using theory: explanation, prediction, control. Phenomenon: the event or thing you are trying to explain. Concepts/variables: the terms used to denote processes that would be hard to discuss or describe without a name. Propositions: establish the relationships between variables and establish the assumption the theorist holds to be true. Hypotheses: conjectural or speculative relationships between two or more variables that can be tested empirically. Steps in theory building: asking, observing, theorizing, checking. Excellence Theory Excellence theory derives its name from the search for factors that make public relations “excellent,” which in turn helps organizations to be effective The eight variables of excellence : 1. Valuing communication 2. Contributing to strategic organizational functions 3. Performing the management role 4. Using the two-way symmetrical model of public relations 5. Potential to practice the ideal model 6. Activism as positive energy 7. Organizational culture and structure 8. Diversity as a strength Contingency Theory The focus of contingency theory is on managing the conflict between organizations and its MAPs
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