Public Relations Notes

Public Relations Notes - Application of Public Relations...

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Unformatted text preview: Application of Public Relations Theory According to a PR Pro Boy, I wish I had known that 30 years ago Thats exactly what we need This will do more for the professional than anything has been done in the last 100 years! o Fred Repper Defining Theory Explanation/Hypothesis A general principle that explains or predicts facts or events Useful PR Theories for Fred Repper Fred Repper argued the concepts of symmetrical communication & the power of dominant coalition have special value for communication managers Power of Dominant Coalition Dominant coalition: a group of top managers in the organizational decision- making process such as C-suite Excellence theory: For PR to be excellent, the senior communicator should be the core member of the dominant coalition Power-control Perspective Power-control perspective: the recognition of the role that top management plays in determining the way an organization practices its public relations (FR, p. 113) Two Types of Theories Positive theory: how can that happen? (descriptive) Normative theory: (based on descriptive theory) what should PR pros do? Theories Relevent to Public Relations: Situational theory of publics Elaboration likelihood model (ELM) Media Innuendo System theory, linkage model Diffusion theory Agenda-setting theory Public Relations Roles Situational Theory of Publics Survey Identification of an Active Public o Problem Recognition: be aware of an issue & recognize its potential to affect publics (how often stop to think) o Involvement: how much an individual cares about an issue (how much feel connected) o Constraint Recognition: how publics perceive obstacles to do anything about the situation Resulted Communication Behaviors o High problem recognition, low constraint recognition, and high involvement will Segmenting Publics: 3 Kinds of Publics Latent publics: a group faces an unresolved situation but does not recognize it as a problem Aware publics: the group recognizes a problem, that is, what is missing in the situation, and becomes aware Active publics: the group organizes to discuss and do something about the problem Who are an Active Public? table on slide Elaboration Likelihood Model Two Routes of information processing 1. Central route: interested/involved, focus on the quality of the message o What will the company do?...
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This document was uploaded on 02/07/2012.

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Public Relations Notes - Application of Public Relations...

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