Public Relations Theory

Public Relations Theory

by Eryn S. Travis, Edward J. Lordan

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Reflecting the ever-increasing changes in the public relations industry, Public Relations Theory by Eryn Travis and Edward J. Lordan 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.

Product Details

ISBN-13: 9781544349022
Publisher: SAGE Publications
Publication date: 07/08/2020
Sold by: Barnes & Noble
Format: NOOK Book
Pages: 232
File size: 16 MB
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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.

Table of Contents

Chapter 1: Integrating Theory and Practice
Defining Theory
Defining Public Relations
The Only Thing Constant is Change
Public Relations Works With Other Communication Functions
Review Questions
Chapter 2: Persuasion Theory
Historical Roots of Persuasion
Formation of Attitudes Beliefs and Behavior
Persuasion Theories that Drive Influence
Attribution Theory and Situational Crisis Communication Theory
Review Questions
Chapter 3: Interpersonal Theory
Origins and Definitions
Links to Public Relations Practice
Relationship Construction Theories
Theories That influence the Creation of Meaning
Theories Influencing the Creation of Trust
Review Questions
Chapter 4: Organizational Theory
Organizational Theories and the PR Professional
Ways of Working
Ways of influencing change
Ways of Communicating
Review Questions
Chapter 5: Mass Media Theory
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
Review Questions
Chapter 6: Public Relations Models
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
Review Questions
Chapter 7: Public Relations Theory
Theory Must Be Open to Change
The Framework for Theory Building
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
Review Questions
Chapter 8: Digital/Internet Theory
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
Review Questions
Chapter 9: Social Media Theory
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
Review Questions
Chapter 10: The Future of Public Relations Theory
Redefining Public Relations….Again
Theory Rooted in Dynamic Related Areas
Major Changes Impacting Theory-Building
The Synergy of Theory and Practice
Internationalization of Theory
The Theory Glass is Half-Full
Review Questions

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