Public Relations & Public Opinion(1)

Public Relations & Public Opinion(1) - Attitudes...

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Unformatted text preview: Attitudes Attitudes Forming attitudes Changing attitudes Theories for Public Relations Theories for Public Relations Bem’s Self­Perception theory Heider’s Balance theory Festinger’s Cognitive Dissonance theory – Selective exposure – Selective perception – Selective retention Theories for Public Relations Theories for Public Relations Maslow’s hierarchy of needs – Physiological – Safety – Love – Esteem – Self­actualization Theories for Public Relations Theories for Public Relations Agenda­setting Concentric circle – Great thinkers – Great disciples – Great disseminators – Lesser disseminators – Politically active – Politically inert Theories for Public Relations Theories for Public Relations Diffusion of Innovations – Awareness – Interest/Information – Evaluation – Trial – Adoption – Reinforcement Theories for Public Relations Theories for Public Relations Adoption rates in the diffusion process – Innovators – Early adopters – Early majority – Late majority – Laggards Theories for Public Relations Theories for Public Relations Grunig’s four models: combination of direction and intended effect—one way versus two way; asymmetrical versus symmetrical – Press Agentry: Barnum, get name before public; truth not important – Public Information: Lee, disseminate factual information; in­house journalist Theories for Public Relations Theories for Public Relations Grunig’s four models: Two­way Asymmetrical: Bernays, scientific persuasion Two­way Symmetrical: Grunig & Hunt, uses research to shape both message and organization Theories for Public Relations Theories for Public Relations Historical approaches to media effects – Bullet Theory – Individual Differences Theory – Social Categories Theory – Social Relationships Theory – Cultural Norms Theory Theories for Public Relations Theories for Public Relations Klapper’s four conditions for media effects – Media have monopoly of information – Little interpersonal interchange – Low­salient issue – No deep rooted opinions A Model of Communication A Model of Communication Encoding Source Message Channel Noise Receiver Feedback ...
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