Theoretical Underpinnings N

Theoretical Underpinnings N - PublicRelations...

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  Theoretical Underpinnings of  Public Relations Principles of Public  Relations                ©   1
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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  Relations                ©   2 PR Theory
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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  (straight up using facts to intellecutally convince and  engage people) Principles of Public  Relations                ©   3 Influencing People
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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  Relations                ©   4 PR and Persuasion
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Organizations and significant others who exercise  leverage over others Involves recognition and acceptance of their  authority Principles of Public  Relations                ©   5 Personal Persuaders
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Less potent and influential than personal  persuaders Mass media editorials and advertisements
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