Table of Contents
Introduction xi
Acknowledgments xiv
About the Authors xv
Chapter 1 Integrating Theory and Practice 1
Introduction 1
Defining Theory 3
Defining Public Relations 5
The Only Thing Constant Is Change 7
Public Relations Works With Other Communication Functions 10
Conclusion 12
Review Questions 12
Chapter 2 Persuasion Theories 13
Introduction 13
Historical Roots of Persuasion 14
Aristotle and Burke 14
Aristotelian Rhetoric 14
Burke's Persuasion Through Identification 15
Formation of Attitudes, Beliefs, and Behaviors 17
Rokeach's Theory of Beliefs, Values, and Attitudes 17
Theory of Reasoned Action/Theory of Planned Behavior 18
Cognitive Dissonance 20
Elaboration Likelihood Model 21
Social judgment Theory 22
Persuasion Theories That Drive Influence 24
Narrative Paradigm 24
Framing Theory/Framing Effects 26
Academic Roots 26
Definition and Types 27
Attribution Theory and Situational Crisis Communication Theory 29
Conclusion 33
Review Questions 33
Chapter 3 Interpersonal Communication Theories 34
Introduction 34
Origins and Definitions 34
Links to Public Relations Practice 36
Relationship Construction Theories 37
Uncertainty and Social Exchange 37
Uncertainty Reduction Theory 37
Uncertainty Management Theory 39
Social Exchange Theories 40
Theories That Influence the Creation of Meaning 42
Relational Dialectics 42
Symbolic Interactionism 44
Coordinated Management of Meaning 44
Theories influencing the Creation of Trust 46
Face and Politeness Theory 46
Communication Accommodation Theory 48
Communication Privacy Management 48
Parasocial Interaction 51
Conclusion 52
Review Questions 52
Chapter 4 Organizational Theories 53
Introduction 53
Organizational Theories and the PR Professional 54
Ways of Working 55
Scientific Management: Success Comes From Supervising the Task 55
Human Relations: Success Comes From Attention to the Employee 56
Bureaucratic Management: Success Comes From an Administrative System of Oversight 57
Open Systems Theories: Success Comes From Environmental Adaptation 59
Agile: Success Comes From Small Teams, Customer Focus, and Fast Responses to Change 60
Ways of Influencing Change 62
Lewin's Three-Step Change Model 62
Rogers's Innovation Diffusion Theory 63
French and Raven's Bases of Social Power 64
Ways of Communicating 66
Formal Communication: Downward, Upward, Horizontal, and Diagonal 66
Horizontal/Lateral and Diagonal Communication 69
Horizontal/Lateral Communication 69
Diagonal or Cross Functional Communication 71
Conclusion 73
Review Questions 73
Chapter 5 Mass Media Theories 74
Introduction 74
The Origins of Mass Media and Media Theory 75
The Small/Large Effects Continuum 75
Four Theories of the Press 76
The Gatekeeping Function 78
Agenda-Setting Theory 82
Uses and Gratifications Theory 84
Media Systems Dependency Theory (MSDT) 86
Two-Step Flow Theory 88
Cultivation Theory 92
Feminist Media Theory 94
Conclusion 96
Review Questions 97
Chapter 6 Public Relations Models 98
Introduction 98
Models That Define PR and Explain How PR Meets Client Goals 99
Theoretical Frameworks-Understanding How Public Relations Is Defined 99
Symbolic-Interpretative Paradigm 99
Strategic Management Paradigm 100
Models That Explain How Public Relations Is Practiced 100
Grunig and Hunt Models; Understanding PR's Evolution and Current Practice 100
Model 1 Press Agentry/Publicity 101
Model 2 Public Information 102
Model 3 The Two-Way Asymmetrical Model 104
Model 4 Two-Way Symmetrical Communication 104
Mixed Motive Model 106
Models That Explain PR Campaign Development 108
R.A.C.E.: Research. Action, Communication, Evaluation 108
R.A.C.E.: Research 109
R.A.C.E.: Action 109
R.A.C.E.: Communication 110
R.A.C.E.: Evaluation 111
Campaign Model Variations 111
P.P.I.E. 112
R.O.P.E.S. 112
R.O.S.T.I.R. 114
Models That Explain PR Measurement or Value 114
Advertising Value Equivalency (AVE) 115
Paid Earned Shared and Owned (PESO) Model 115
The Barcelona Declaration of Research Principles (The Barcelona Principles) 117
Conclusion 117
Review Questions 118
Chapter 7 Public Relations Theories 119
Introduction 119
Theory Must Be Open to Change 120
The Framework for Theory Building 120
Varied Frameworks Underlying Public Relations Theory 122
Early Public Relations Theories and the Strong Effects Media Model 124
The Excellence Theory of Public Relations 124
Public Relations Competence Theory 125
Practitioner Roles Theory 126
Corporate Social Responsibility (CSR) Theory 128
Public Relations and the Relational Perspective Paradigm 132
Social Engagement 134
Cocreational Theory of Public Relations 135
Conclusion 136
Review Questions 137
Chapter 8 Digital Media Theories 138
Introduction 138
Digital Media Defined 139
Characteristics of Digital Media 140
Media Collaboration 141
Who is Connected? 141
Digital Media Usage in the United States 145
Parallels: Traditional Media Theory and Digital Media Theory 147
Digital Rhetoric Theory 149
Digital Media Change the News Media 151
Conclusion 155
Review Questions 157
Chapter 9 Social Media Theories 158
Introduction 158
Social Media Defined 158
Social Media: A Worldwide Phenomenon 159
Social Media in the Context of Web 2.0 162
Participatory Culture Theory 166
Rules for Conducting Public Relations via Social Media 167
Diffusion of Innovation Theory 168
Social Media and Misinformation 171
Social Media and Community Orientation 172
Social Media Impacts Gatekeeper Theory 174
Global Social Media 176
Social Media Impact on Public Relations 182
Conclusion 182
Review Questions 183
Chapter 10 The Future of Public Relations Theories 184
Introduction 184
Redefining Public Relations … Again 184
Theory Rooted in Dynamic Related Areas 186
Major Changes Impacting Theory-Building 187
The Synergy of Theory and Practice 192
Internationalization of Theory 194
Conclusion 196
Review Questions 197
References 198
Index 209
