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

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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 doesnt 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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This note was uploaded on 10/16/2011 for the course COMMUNICAT 278 taught by Professor Casper during the Spring '11 term at Boise State.

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

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