Theoretical Underpinnings

Theoretical Underpinnings - TheoreticalUnderpinningsof...

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Principles of Public Relations 1   Theoretical Underpinnings of  Public Relations
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Principles of Public Relations 2 PR Theory 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
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Principles of Public Relations 3 Influencing People 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
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Principles of Public Relations 4 PR and Persuasion 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
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Principles of Public Relations 5 Personal Persuaders Organizations and significant others  who exercise leverage over others Involves recognition and acceptance of  their authority
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Principles of Public Relations 6 Impersonal Persuaders Less potent and influential than  personal persuaders Mass media editorials and  advertisements Information disseminated by  educational and government institutions Content of entertainment
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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 - TheoreticalUnderpinningsof...

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