Public Relations Theory
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Public Relations Theory

Public Relations Theory


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About the Book

Reflecting the ever-increasing changes in the public relations industry, this new text offers a fresh, up-to-date look at public relations theories as well as theories from related areas that impact public relations. Chapters move from the oldest areas of communication theory through newer models devoted to interpersonal, organizational, and mediated, up to the most current theories devoted to emerging media, including digital and social. Readers will learn how public relations and persuasion theories are at the heart of a practitioner’s day-to-day work, and see how a strong understanding of theories can make them more effective and strategic professionals.

Table of Contents:
Introduction Acknowledgments About the Authors Chapter 1 • Integrating Theory and Practice Introduction Defining Theory Defining Public Relations The Only Thing Constant is Change Public Relations Works With Other Communication Functions Conclusion Review Questions Chapter 2 • Persuasion Theories Introduction Historical Roots of Persuasion Formation of Attitudes, Beliefs, and Behaviors Persuasion Theories that Drive Influence Attribution Theory and Situational Crisis Communication Theory Conclusion Review Questions Chapter 3 • Interpersonal Communication Theories Introduction Origins and Definitions Links to Public Relations Practice Relationship Construction Theories Theories That influence the Creation of Meaning Theories Influencing the Creation of Trust Conclusion Review Questions Chapter 4 • Organizational Theories Introduction Organizational Theories and the PR Professional Ways of Working Ways of influencing change Ways of Communicating Conclusion Review Questions Chapter 5 • Mass Media Theories Introduction The Origins of Mass Media and Media Theory The Small/Large Effects Continuum Four Theories of the Press The Gatekeeping Function Agenda-setting Theory Uses and Gratifications Theory Media Systems Dependency Theory (MSDT) Two-Step Flow Theory Cultivation Theory Feminist Media Theory Conclusion Review Questions Chapter 6 • Public Relations Models Introduction Models that define PR and explain how PR meets client goals Models that Explain how Public Relations is practiced Models that Explain PR Campaign Development Models that Explain PR Measurement or Value The Barcelona Declaration of Research Principles (The Barcelona Principles) Conclusion Review Questions Chapter 7 • Public Relations Theories Introduction Theory Must Be Open to Change Varied Frameworks Underlying Public Relations Theory Early Public Relations Theories and the Strong Effects Media Model The Excellence Theory of Public Relations Public Relations Competence Theory Practitioner Roles Theory Corporate Social Responsibility (CSR) Theory Public Relations and the Relational Perspective Paradigm Social Engagement Cocreational Theory of Public Relations Conclusion Review Questions Chapter 8 • Digital Media Theories Introduction Digital Media Defined Characteristics of Digital Media Who Is Connected? Parallels: Traditional Media Theory and Digital Media Theory Digital Rhetoric Theory Digital Media Change the News Media Conclusion Review Questions Chapter 9 • Social Media Theories Introduction Social Media Defined Social Media in the Context of Web 2.0 Participatory Culture Theory Rules for Conducting Public Relations Via Social Media Diffusion of Innovation Theory Social Media and Misinformation Social Media and Community Orientation Social Media Impacts Gatekeeper Theory Global Social Media Social Media Impact on Public Relations Conclusion Review Questions Chapter 10 • The Future of Public Relations Theories Introduction Redefining Public Relations . . . Again Theory Rooted in Dynamic Related Areas Major Changes Impacting Theory-Building The Synergy of Theory and Practice Internationalization of Theory Conclusion Review Questions References

About the Author :
Eryn Travis is a former public relations professional who is now a faculty member in the Department of Communication and Media at West Chester University, where she has taught for the past ten years. Travis has fifteen years of experience in political and marketing communication. She served as the Communications Director and Media Relations Director for the American Association of Airport Executives (AAAE) and as Managing Producer and host for Aviation News Today, AAAE’s cable television newscast. In this position she supervised production staff, hosted the 30-minute program, and secured VIP guests including members of Congress, Administration officials and aviation industry leaders. Ms. Travis also served as an aide to Congressman Michael N. Castle in his Washington, D.C. office.  She holds an M.A. in Communication Studies from West Chester University and a B.A. in Journalism from the University of Maryland at College Park and is pursuing a doctoral degree in Communication, Media and Instructional Technology from the Indiana University of Pennsylvania. Dr. Edward Lordan is a professor of communication studies at West Chester University. He is the author of four other communication books and the co-author of an ebook on group projects in communications, and has published research in a number of American and European academic journals. Lordan received his doctorate from the Newhouse School at Syracuse University, and has served on the faculties of Saint Louis University, Villanova University and Temple University.

Review :
"A survey textbook of PR theories that works as a great reference guide to students." "Lordan and Travis’s proposed text will make a valuable contribution to public relations curriculum. The topics/subtopics raised by the text reflect the modern climate of public relations theory."   "A textbook that exemplifies the modern landscape of public relations, using case histories to connect theory to practice." "This is a great textbook for advanced undergraduate PR Theory classes. It presents a wide variety of theories from different perspectives and ties them to PR applications." "A comprehensive and up-to-date textbook that could be utilized in multiple courses." "It fills a much needed gap in the discipline by updating theory texts that haven’t been written for more than a decade." "This is one of the few textbooks that provide a wide variety of theories valuable to public relations practitioners who aspire to think more strategically about their work and to public relations students who need guiding principles as they enter the profession." "Clear and easy to follow, well researched and sourced, offers a review of PR theories, models and concepts in a manner easy to understand and to apply to practice."   "Clear and easy to follow, well researched and sourced, this textbook offers a review of PR theories, models and concepts in a manner easy to understand and to apply to practice. It is well fitted for students who are learning about PR theories, models and concepts and their application to practice for the first time. At the same time, it is also still useful for more advanced students given the current examples, and updates about theories that changed and new directions that emerged. It offers a plethora of examples, case studies and reflection opportunities that will help students better understand how these many times abstract theories, models, concepts can be applied to the PR practice." "An easier read than PRT2 for the incoming grad student, it provides a very current and comprehensive overview with excellent very current examples that relate the theory to cases."   "This text shows promise as an accessible, comprehensive and current introduction to PR theory that can open the door for students to engage journal articles and advanced texts with a stronger foundation." "This volume provides a comprehensive, and easy-to-read, review of the fundamental theories that have informed the rise of public relations."


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Product Details
  • ISBN-13: 9781544349121
  • Publisher: Sage Publications Inc Ebooks
  • Publisher Imprint: SAGE Publications Inc
  • Language: English
  • ISBN-10: 1544349122
  • Publisher Date: 08 Jul 2020
  • Binding: Digital download and online
  • No of Pages: 232


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