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 (straight up using facts to intellecutally convince and engage people) 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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This note was uploaded on 11/18/2011 for the course COMMUNICAT 192:365 taught by Professor Grasso during the Fall '11 term at Rutgers.

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Theoretical Underpinnings N - Theoretical Underpinnings of...

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