Theoretical+Underpinnings+N

Theoretical+Underpinnings+N - Theoretical Underpinnings of...

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Unformatted text preview: Theoretical Underpinnings of Public Relations Principles of Public 1 Borrowed from Organizational and management theory Political theory Communication theory Persuasion theory All have roots in sociology and psychology with some connection to even math, biology and physics Principles of Public 2 PR Theory Three basic ways to influence beliefs and behaviors Power: Use authority, implied or overt threat of compulsion Patronage: As crude as bribery, as delicate as celebrity endorsement Persuasion: Using communication to win people over Principles of Public 3 Influencing People Frequently used to change opinions Most critical factor in opinion change is information or the lack thereof Critical how information is presented or withheld Access to information and selective use of it combines tools of power and persuasion Principles of Public 4 PR and Persuasion Organizations and significant others who exercise leverage over others Involves recognition and acceptance of their authority Principles of Public 5 Personal Persuaders Less potent and influential than personal persuaders Mass media editorials and advertisements Information disseminated by educational and government institutions Content of entertainment Principles of Public 6 Impersonal Persuaders...
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Theoretical+Underpinnings+N - Theoretical Underpinnings of...

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