Theoretical Underpinnings for PR

1
Chapter 6

• Theoretical Underpinnings for PR

2
Objectives

• To understand that theories are just that, and
  not principles
• To learn what theories might apply to particular
  PR situations
• To test theories in PR practice to refine
  theoretical models.
• To realize that PR functions in organizational
  structures and particular communication
  environments, and that it depends on volunteer
  readers, viewers and participants.

3
Roots of appropriate theories

• Organizational theory
• Management theory
• Political theory
• Communication theory
• Persuasion theory

4
Sociological theories

• Help us understand how people respond to mass and
  specialized communications
• STRUCTURAL FUNCTIONALISM The organization or
  structure of society provides its stability
  media contribute to social equilibrium
• EVOLUTIONARY PERSPECTIVE Social change follows a
  set of natural laws and that mass comm systems
  have developed with technology and with
  decision-makers needs for communication.
• SOCIAL CONFLICT Social struggles occur between
  groups with competing needs and goals. Mass media
  are competitive and active, e.g., being a
  watchdog over government.
• SYMBOLIC INTERACTIONISM Media constructs of
  reality offer info from limited sources this
  results in individual and collective creations of
  reality.

5
Organizational theory

• Systems theory all parts of a system are
  interrelated and function as an organized whole
  that is greater than the sum of its parts.

• A SOURCE for the idea of goal setting within an
  organization AND the notion of using feedback to
  adjust actions directed toward achieving that
  goal.

6
Organizational theory continued

• CRITICAL THEORY
• examines sources of power in an organization and
  questions control of organizational discourse,
  such as whose view of reality it is.

• POSTMODERN THEORY
• New theory sees scientific methods and rational
  critical inquiry as inadequate in examining
  todays society.

7
Some Lessons to from these theories

• When someone holds a strong opposing opinion, you
  are probably wasting your time trying to win that
  person over to your view.
• Concentrate your efforts on preserving favorable
  opinions and winning undecided individuals.
• Three basic ways to get people to do what you
  want power, patronage, and persuasion.
• SOURCES FOR MESSAGES Attractive people can be
  more credible than unattractive people experts
  make good sources sources that offer more
  rewards than threats are more effective.

8
Persuasion
Using communication to win people over

• Six steps
• Presenting
• Attending
• Comprehending
• Yielding
• Retaining
• Acting

9
Persuasion Appeals

• Name calling
• Glittering generalities
• Transfer
• Testimonial
• Plain folks
• Bandwagon
• Card Stacking
• Emotional stereotypes
• Illicit silence
• Subversive rhetoric

10
Communication model Source

• In PR we control the source
• Attractive sources are more effective than
  unattractive ones, but source credibility has
  more impact than appearance.
• Expertise adds more to persuasive impact than
  trustworthiness
• Credibility of a source does not affect message
  recall.

• Unattractive sources are more effective when they
  advocate unexpected positions.
• Source credibility may not matter if the messages
  present reasonable arguments.
• People tend to believe sources that are like them.

11
Communication Model Message

• Problems in communication are often caused by
  semantics.
• Focus on the words that have the most forceful
  and desirable impact
• Important factors in language choice include
  CLARITY, EMOTIONAL IMPACT, and CONTEXT.

12
Communication Model Media

• PR involves deciding
• What to tell
• Whom to tell it to
• How to tell it
• And
• Through what medium to tell it.

• Important to understand the agenda-setting role
  of mass media referring to the variable degrees
  of attention the mass media give to certain ideas
  and issues.

13
Communication Model Receiver

• Anticipation, expectations and assumptions are
  all ingredients in how we respond to messages.
• We tend to seek out as sources not only people,
  but media, that reflect our opinions and
  attitudes.
• Theory of cognitive dissonance states that people
  try to reduce discrepancies that exist within
  their own cognitive system.

14
Learning Principles applicable to consumer
behavior

• Unpleasant appeals can be learned as readily as
  pleasant ones.
• 2) Appeals made over a period of time are more
  effective.
• 3) Unique messages are better understood.
• 4) It is easier to recognize an appeal than
  to recall it.

• 5) Knowledge of results increases learning of
  a message.
• 6) Repetition is more effective when related
  to the need for belonging and satisfaction.
• 7) Messages are easier to learn when they do
  not interfere with earlier habits.
• 8) Learning a new pattern of behavior can
  interfere with remembering something else.