Theoretical+UnderpinningsN-03

Theoretical+UnderpinningsN-03 - TheoreticalUnderpinningsof...

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Theoretical Underpinnings of  Public Relations Principles of Public Relations  © 2009  John A. Grasso  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  © 2009  John A. Grasso  2
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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 Principles of Public Relations  © 2009  John A. Grasso  3
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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  © 2009  John A. Grasso  4
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Organizations and significant others who exercise  leverage over others Involves recognition and acceptance of their  authority Principles of Public Relations  © 2009  John A. Grasso  5
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Less potent and influential than personal  persuaders Mass media editorials and advertisements Information disseminated by educational and 
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This note was uploaded on 11/28/2011 for the course COMMUNICAT 192:365 taught by Professor Grasso during the Spring '11 term at Rutgers.

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Theoretical+UnderpinningsN-03 - TheoreticalUnderpinningsof...

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