CH 3: Theoretical PR Basis for PR

1. CH 3: Theoretical PR Basis for PR Theories predict the way things work/happen Why and how will your plans and proposals work? There are several PR theories We�ll look at six:1. Relationship 4. Roles2. Persuasion/influence 5. Models3. Mass comm. 6. Approaches to conflict resolution Wal-marts, Home Depots � large organizations PR Needed to communicate to diverse audiences, interpret large organizations to publics Media / communication technology continues to evolve. Consumers voicing opinions, activitist � Web � citizen journalist, vocal � can command attention Growth of democracy, growth of public opinion We all can be instant communicaters Who will monitor, address? According to the Federal Bureau of Labor Statistics, employment of PR managers will increase faster than average for all occupations through the year 2008, placing PR in the top ten growth industries.Wal-marts, Home Depots � large organizations PR Needed to communicate to diverse audiences, interpret large organizations to publics Media / communication technology continues to evolve. Consumers voicing opinions, activitist � Web � citizen journalist, vocal � can command attention Growth of democracy, growth of public opinion We all can be instant communicaters Who will monitor, address? According to the Federal Bureau of Labor Statistics, employment of PR managers will increase faster than average for all occupations through the year 2008, placing PR in the top ten growth industries.

2. CH 3: Theoretical PR Basis for PR THEORY Prediction of how events and actions are related. Example: Federal campaign to �scare� kids off drugs. � 200,000 PR professionals � according to Bureau � employment in public relations is� 200,000 PR professionals � according to Bureau � employment in public relations is

3. CH 3: Theoretical PR Basis for PR THEORY OF RELATIONSHIPS Systems Theory Situational Theory The work of public relations can be organized into four dominant practices and traditions. Chapter outlines the traditions and Chapter 3 page 58 outlined practice models of public relations. The traditions are an historical perspective of how PR has evolved. Models really relate to these traditions. In 1984, James Grunig and Todd Hunt proposed these models based on two concepts: communication and research. They reflect how public relations work is done. Each is used today. As we discuss the history of public relations, we�ll review each of these traditions/models. The handout will help you to understand the differences between the traditions and models. FYI: Don�t worry about memorizing dates. Focus on understanding who were the key players in what era � how they contributed to PR. The work of public relations can be organized into four dominant practices and traditions. Chapter outlines the traditions and Chapter 3 page 58 outlined practice models of public relations. The traditions are an historical perspective of how PR has evolved. Models really relate to these traditions. In 1984, James Grunig and Todd Hunt proposed these models based on two concepts: communication and research. They reflect how public relations work is done. Each is used today. As we discuss the history of public relations, we�ll review each of these traditions/models. The handout will help you to understand the differences between the traditions and models. FYI: Don�t worry about memorizing dates. Focus on understanding who were the key players in what era � how they contributed to PR.

4. CH 3: Theoretical PR Basis for PR THEORY OF RELATIONSHIPS Systems Theory Organizations depend on resources from their environments: raw materials, source of employees, and clients or customers for the services or products they produce. The work of public relations can be organized into four dominant practices and traditions. Chapter outlines the traditions and Chapter 3 page 58 outlined practice models of public relations. The traditions are an historical perspective of how PR has evolved. Models really relate to these traditions. In 1984, James Grunig and Todd Hunt proposed these models based on two concepts: communication and research. They reflect how public relations work is done. Each is used today. As we discuss the history of public relations, we�ll review each of these traditions/models. The handout will help you to understand the differences between the traditions and models. FYI: Don�t worry about memorizing dates. Focus on understanding who were the key players in what era � how they contributed to PR. The work of public relations can be organized into four dominant practices and traditions. Chapter outlines the traditions and Chapter 3 page 58 outlined practice models of public relations. The traditions are an historical perspective of how PR has evolved. Models really relate to these traditions. In 1984, James Grunig and Todd Hunt proposed these models based on two concepts: communication and research. They reflect how public relations work is done. Each is used today. As we discuss the history of public relations, we�ll review each of these traditions/models. The handout will help you to understand the differences between the traditions and models. FYI: Don�t worry about memorizing dates. Focus on understanding who were the key players in what era � how they contributed to PR.

5. CH 3: Theoretical PR Basis for PR THEORY OF RELATIONSHIPS Systems Theory OPEN SYSTEMS � PR people bring back information on how productive their relationships are with clients, customers, and other stakeholders CLOSED SYSTEMS � Do NOT seek out new information STAKEHOLDERS The work of public relations can be organized into four dominant practices and traditions. Chapter outlines the traditions and Chapter 3 page 58 outlined practice models of public relations. The traditions are an historical perspective of how PR has evolved. Models really relate to these traditions. In 1984, James Grunig and Todd Hunt proposed these models based on two concepts: communication and research. They reflect how public relations work is done. Each is used today. As we discuss the history of public relations, we�ll review each of these traditions/models. The handout will help you to understand the differences between the traditions and models. FYI: Don�t worry about memorizing dates. Focus on understanding who were the key players in what era � how they contributed to PR. The work of public relations can be organized into four dominant practices and traditions. Chapter outlines the traditions and Chapter 3 page 58 outlined practice models of public relations. The traditions are an historical perspective of how PR has evolved. Models really relate to these traditions. In 1984, James Grunig and Todd Hunt proposed these models based on two concepts: communication and research. They reflect how public relations work is done. Each is used today. As we discuss the history of public relations, we�ll review each of these traditions/models. The handout will help you to understand the differences between the traditions and models. FYI: Don�t worry about memorizing dates. Focus on understanding who were the key players in what era � how they contributed to PR.

6. CH 3: Theoretical PR Basis for PR Systems Theory PR people as Boundary Spanners PR people advise the �dominant coalition� The ENVIRONMENT imposes constraints on organizations Persuasive skills have influenced the public and public opinion for hundreds of years. Publicity dates back to Roman empire era. Julius Caesar posting news sheet, persuasive skills employed to influence public opinion Creation of the Congregatio de Propaganda or the congregation for propagating the faith by the Roman Catholic Church is often pointed to as the key stone in the development of PR. The action created the term propaganda. PR-related activities were used in the early days of the American colonies to attract settlers. Publicity techniques were widely used to build public support for the American Revolution. Some PR activities included: the staging of the Bostom Tea party, use of slogans and symbols by Samuel Adams The publication and distribution of the Federalist Papers, led to the ratification of the US Constitution � used editorial in newspapers to build support for Bill of Rights. Colonial Era: 1600s, Tom Paines; Common Sense pamphlets to influence public opinion about the Revolutionary movement Persuasive skills have influenced the public and public opinion for hundreds of years. Publicity dates back to Roman empire era. Julius Caesar posting news sheet, persuasive skills employed to influence public opinion Creation of the Congregatio de Propaganda or the congregation for propagating the faith by the Roman Catholic Church is often pointed to as the key stone in the development of PR. The action created the term propaganda. PR-related activities were used in the early days of the American colonies to attract settlers. Publicity techniques were widely used to build public support for the American Revolution. Some PR activities included: the staging of the Bostom Tea party, use of slogans and symbols by Samuel Adams The publication and distribution of the Federalist Papers, led to the ratification of the US Constitution � used editorial in newspapers to build support for Bill of Rights. Colonial Era: 1600s, Tom Paines; Common Sense pamphlets to influence public opinion about the Revolutionary movement

7. CH 3: Theoretical PR Basis for PR SITUATIONAL THEORY ID specific PUBLICS that are active in communication behavior. Three variables will predict when publics will seek and process information about an issue: Who was Amos Kendall? First presidential secretary. Andrew Jackson was not a good communicator; hired Kendall to assist with communications. Amos Kendall, first presidential secretary to Andrew Jackson� Counselor; speech writer, publicist, congressional liaison by enhancing relationships between Andrew Jackson and congress. Publicity drove the settlement to the American western frontier; stories about Daniel Boone, Davy Crockett and Buffalo Bill persuaded people to move to the west. Who was Amos Kendall? First presidential secretary. Andrew Jackson was not a good communicator; hired Kendall to assist with communications. Amos Kendall, first presidential secretary to Andrew Jackson� Counselor; speech writer, publicist, congressional liaison by enhancing relationships between Andrew Jackson and congress. Publicity drove the settlement to the American western frontier; stories about Daniel Boone, Davy Crockett and Buffalo Bill persuaded people to move to the west.

8. CH 3: Theoretical PR Basis for PR SITUATIONAL THEORY Problem Recognition � Recognize its potential to affect them (publics). Constraint Recognition � How publics perceive obstacles that may stand in the way of a solution. Level of Involvement � How much an individual cares about the issue Harriet Beecher Stow�s Uncle Tom�s Cabin, used PR techniques to promote causes. P.T. Barnum � master of the pseudoevent or hype, the planned event that occurs primarily for the purpose of being reported � part of PR today. Beyond that, most pr pros today would not want the profession associated with PT Barnum � exaggerated. 2. 1800 - 1900 PR was not a formal discipline In a crude form, it was practiced Barnum: Sucker Born Every Minute � trying to attract people to circus. Ethics was never considered BASED ON BELIEF THAT MESSAGES COULD ALTER BEHAVIOR 3. What was P.T. Barnum�s Goal? Bring people to circus, Make more money Were relationships important? 4. How did Barnum do it? Massive publicity effort (newspapers) Exaggeration and half-truths (to intrigue the public)-- Outright lies at times 5.Was anyone harmed by this? Was this wrong? The circus did entertain, right? Was anyone harmed by the deception? Did PT lie to the media? 161 year-old lady � autopsy report at death put her about 70-80 years. Not here to debate ethics -- only to show that some sideshow huckster is the guy so often listed among the founders of PR?Harriet Beecher Stow�s Uncle Tom�s Cabin, used PR techniques to promote causes. P.T. Barnum � master of the pseudoevent or hype, the planned event that occurs primarily for the purpose of being reported � part of PR today. Beyond that, most pr pros today would not want the profession associated with PT Barnum � exaggerated. 2. 1800 - 1900 PR was not a formal discipline In a crude form, it was practiced Barnum: Sucker Born Every Minute � trying to attract people to circus. Ethics was never considered BASED ON BELIEF THAT MESSAGES COULD ALTER BEHAVIOR 3. What was P.T. Barnum�s Goal? Bring people to circus, Make more money Were relationships important? 4. How did Barnum do it? Massive publicity effort (newspapers) Exaggeration and half-truths (to intrigue the public)-- Outright lies at times 5.Was anyone harmed by this? Was this wrong? The circus did entertain, right? Was anyone harmed by the deception? Did PT lie to the media? 161 year-old lady � autopsy report at death put her about 70-80 years. Not here to debate ethics -- only to show that some sideshow huckster is the guy so often listed among the founders of PR?

9. CH 3: Theoretical PR Basis for PR SITUATIONAL THEORY Persuasion: Awareness (definition�.) Attitudes (definition�.) Beliefs (definition�.) Behavior (definition�.) SOURCE of the message MESSAGE itself RECEIVER Harriet Beecher Stow�s Uncle Tom�s Cabin, used PR techniques to promote causes. P.T. Barnum � master of the pseudoevent or hype, the planned event that occurs primarily for the purpose of being reported � part of PR today. Beyond that, most pr pros today would not want the profession associated with PT Barnum � exaggerated. 2. 1800 - 1900 PR was not a formal discipline In a crude form, it was practiced Barnum: Sucker Born Every Minute � trying to attract people to circus. Ethics was never considered BASED ON BELIEF THAT MESSAGES COULD ALTER BEHAVIOR 3. What was P.T. Barnum�s Goal? Bring people to circus, Make more money Were relationships important? 4. How did Barnum do it? Massive publicity effort (newspapers) Exaggeration and half-truths (to intrigue the public)-- Outright lies at times 5.Was anyone harmed by this? Was this wrong? The circus did entertain, right? Was anyone harmed by the deception? Did PT lie to the media? 161 year-old lady � autopsy report at death put her about 70-80 years. Not here to debate ethics -- only to show that some sideshow huckster is the guy so often listed among the founders of PR?Harriet Beecher Stow�s Uncle Tom�s Cabin, used PR techniques to promote causes. P.T. Barnum � master of the pseudoevent or hype, the planned event that occurs primarily for the purpose of being reported � part of PR today. Beyond that, most pr pros today would not want the profession associated with PT Barnum � exaggerated. 2. 1800 - 1900 PR was not a formal discipline In a crude form, it was practiced Barnum: Sucker Born Every Minute � trying to attract people to circus. Ethics was never considered BASED ON BELIEF THAT MESSAGES COULD ALTER BEHAVIOR 3. What was P.T. Barnum�s Goal? Bring people to circus, Make more money Were relationships important? 4. How did Barnum do it? Massive publicity effort (newspapers) Exaggeration and half-truths (to intrigue the public)-- Outright lies at times 5.Was anyone harmed by this? Was this wrong? The circus did entertain, right? Was anyone harmed by the deception? Did PT lie to the media? 161 year-old lady � autopsy report at death put her about 70-80 years. Not here to debate ethics -- only to show that some sideshow huckster is the guy so often listed among the founders of PR?

10. CH 3: Theoretical PR Basis for PR SOCIAL EXCHANGE THEORY People factor in the consequences of their behavior before acting. People want to keep their costs low � rewards high Survey example Recall example 1878, French sociologist Paul Brousse coined the term: propaganda of the deed, a provocative act designed to draw attention toward an idea to gain publicity. Bombing, murder, assacination 1878, French sociologist Paul Brousse coined the term: propaganda of the deed, a provocative act designed to draw attention toward an idea to gain publicity. Bombing, murder, assacination

11. CH 3: Theoretical PR Basis for PR DIFFUSION THEORY People go through five steps as they adopt ideas: AWARENESS INTEREST EVALUATION TRIAL ADOPTION EXAMPLE � Getting people to buy tickets to compan picnic.

12. CH 3: Theoretical PR Basis for PR SOCIAL LEARNING THEORY Bandura � we learn new behaviors merely by observing others. You get the behavior you reward. Used largely by government agencies, law enforcement agencies and Many nonprofits More likely than press agentry model to gather audience feedback Communication one- wayUsed largely by government agencies, law enforcement agencies and Many nonprofits More likely than press agentry model to gather audience feedback Communication one- way

13. CH 3: Theoretical PR Basis for PR ELABORATED LIKELIHOOD MODEL Central �route� � situation in which people think about an idea� Elaborated likelihood � people are influenced by repetition, credible spokesperson, tangible rewards

14.  USES & GRATIFICATIONS THEORY People are active users, selective�.use media�. As entertainment Environmental scanning As a diversion As a substitute for personal relationships As a check on personal identity and values Media coverage doesn�t mean people �see� or �hear� it..or that is changes their opinion (Clinton/Lewinski)