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PR Theories - – People are active users of media and...

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PR Theories Using communication theory in the practice of public relations
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Theories of relationships Systems theory Evaluates relationships and structure as they relate to the whole Situational theory Maintains that situations define relationships
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Theories of cognition and behavior Social exchange theory Predicts behavior based on perceived rewards and costs Diffusion theory 5 steps: awareness, interest, evaluation, trail, and adoption Social learning theory People use their experiences to explain and predict behavior Elaboration likelihood model Decision making influenced by repetition, rewards, and credible spokespersons
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Theories of Mass Communication Uses and gratification theory
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Unformatted text preview: – People are active users of media and select media that meets their needs and likes • Agenda setting theory – Media content sets agendas for societal discussion and interaction. “The media doesn’t tell us what to think, it tells us what to think about.” Conflict resolution • Nine strategies – Contention – Cooperation – Accommodation – Avoidance – Unconditionally constructive – Compromise – Principaled – Win/win or no deal – mediated PR Roles • Technician Role – Craft side of PR. Implements strategies. • Manager Role – Expert prescriber – Communication facilitator – Problem-solving facilitator...
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