Full Description
The comprehensive guide to applied PR theory in the 21st century
Public Relations Theory explores the central principles and theoretical components of public relations and their practical applications in actual situations. This informative text helps readers to understand the concepts, approaches, and perspectives of PR theory and learn development methods, implementation strategies, management techniques, and more. Chapters written by recognized experts on each topic provide readers with knowledge on how, when, and why appropriate theories are applied. Focusing on how organizations and individuals integrate theory in a public relations framework, each chapter explains one function, explores its potential challenges and opportunities, provides an example of the function in practice, and offers discussion questions and additional reading suggestions.
Unique in structure, this text arranges chapters by function, rather than theory, allowing readers to see how multiple theories can be applied to each public relations function and how theories can be used in different professional settings. Comprehensive treatment of topics including social and emerging media, globalization, public diplomacy, corporate and investor relations, and others ensures relevant and timely coverage of contemporary PR issues.
Demonstrates how public relations theory is applied in real-world practice
Illustrates how successfully applied public relations theories lead to positive outcomes
Discusses the relevance of public relations with accessible and engaging language
Offers multiple perspectives from leading international public relations scholars
Includes pedagogical tools including chapter discussion questions, practical examples, tables, and suggested reading lists
Public Relations Theory: Application and Understanding is suitable for instructors and graduate and advanced undergraduate students in courses on public relations theory, as well as practitioners seeking further knowledge on the most current developments in the field.
Contents
Notes on Contributors vii
Acknowledgments xiii
1 What Is Theory? 1
Brigitta R. Brunner
2 Strategy 13
Ana María Suárez-Monsalve and Juan-Carlos Molleda
3 Crisis Communication, Risk Communication, and Issues Management 31
W. Timothy Coombs, Sherry J. Holladay, and Elina Tachkova
4 Diversity 49
Dean Mundy
5 Ethics 63
Tor Bang
6 Dialogue and Organization-Public Relationships 79
Maureen Taylor, Michael L. Kent, and Ying Xiong
7 Social Media and Emerging Media: Theoretical Foundations 97
Karen Freberg
8 Nonprofits 113
Geah Pressgrove and Richard D. Waters
9 Globalization 125
Chiara Valentini
10 Community 141
Marina Vujnovic and Dean Kruckeberg
11 Activism 159
Erica Ciszek
12 Media Relations and Challenges in a Digital Media Era 175
Samsup Jo
13 Corporate Social Responsibility 185
Chun-Ju Flora Hung-Baesecke, Yi-Ru Regina Chen, Cindy Sing-Bik Ngai, and Minqin Ma
14 Health Public Relations 203
Shelley Aylesworth-Spink
15 Investor Relations 219
Alexander V. Laskin
16 Political Communication and Government Relations 233
Barbara Myslik and Spiro Kiousis
Index 249
