book

Public Relations Theory

Name: Public Relations Theory
Author: Brigitta R. Brunner
ISBN: 9781119373155

by Brigitta R. Brunner

May 2019

Beginner

272 pages

11h 26m

English

Wiley-Blackwell

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Cover
Notes on Contributors
Acknowledgments
1 What Is Theory?
Defining the Concepts: What Is Theory?How and Why Is Theory of Concern to Public Relations?Metaphors for TheoryGrand Theories and Theories of Middle RangeTheory BuildingPublic Relations TheoryConclusionReferences
2 Strategy
Defining the Concepts: What Is Strategy?How and Why Is Strategy of Concern to Public Relations?How, When, and Why Is Theory Applied to Strategy?Examples of Theory Used with StrategyMajor Topics/Questions Needing to Be Addressed by Public Relations Theorists Working in StrategySuggested Case to Explore to Demonstrate Theory at Work with StrategyDiscussion QuestionsSuggested ReadingsReferences
3 Crisis Communication, Risk Communication, and Issues Management
Defining the Concepts: What Are Crisis Communication, Risk Communication, and Issues Management?How and Why Are Crises, Risk Communication, and Issues Management of Concern to Public Relations?How, When, and Why Is Theory Applied to Crisis Communication, Risk Communication, and Issues Management?Examples of Theory Used during Times of Crisis, Times of Risk Management, and Times of Issues ManagementMajor Topics/Questions Needing to Be Addressed by Public Relations Theorists Working in Crisis Communication, Risk Communication, and Issues ManagementSuggested Cases to Explore to Demonstrate Theory at Work with Crisis Communication, Risk Communication, and Issues ManagementDiscussion QuestionsSuggested ReadingsReferences
4 Diversity
Defining the Concepts: What Is Diversity?How and Why Is Diversity of Concern to Public Relations?How, When, and Why Is Theory Applied to Diversity?Examples of Theories Used with DiversityMajor Topics/Questions Needing to Be Addressed by Public Relations Theorists Working in DiversitySuggested Cases to Explore to Demonstrate Theory at Work with DiversityDiscussion QuestionsSuggested ReadingsReferences
5 Ethics
Defining the Concepts: What Are Ethics and Ethical Practice?How and Why Are Ethics and Ethical Practice of Concern to Public Relations?How, When and Why Is Theory Applied to Ethical Practice?Examples of Theory Used to Ensure Ethical PracticeMajor Topics/Questions Needing to Be Addressed by Public Relations Theorists Working with Ethics and Ethical PracticeSuggested Case to Explore to Demonstrate Theory at Work with Ethics and Ethical PracticeDiscussion QuestionsSuggested ReadingsReferences
6 Dialogue and Organization–Public Relationships
Defining the Concepts: What Is Dialogue?How Dialogue Relates to Organization–Public RelationshipsWhy Are Dialogic Relationships a Concern in Public Relations?How to Apply Dialogue and Relational Concerns in Public RelationsHow, When, and Why Is Dialogue Applied to Relationships?Integrating Theory and Practice: Steps to Building Organization–Public RelationshipsMajor Topics/Questions Needing to Be Addressed by Public Relations Theorists Working in Dialogue in Organization–Public RelationshipsSuggested Cases to Explore That Demonstrate Dialogic Theory in ActionDiscussion QuestionsSuggested ReadingsReferences
7 Social Media and Emerging Media: Theoretical Foundations
Defining the Concepts: What Are Social Media?How and Why Are Social and Emerging Media of Concern to Public Relations?How, When, and Why Is Theory Applied to Social Media?Examples of Theory Used with Social MediaMajor Topics/Questions Needing to Be Addressed by Public Relations Theorists Working with Social MediaSuggested Cases to Explore to Demonstrate Theory at Work with Social MediaDiscussion QuestionsSuggested ReadingsReferences

8 Nonprofits
Defining the Concepts: What Is the Nonprofit Sector?How and Why Are Nonprofits of Concern to Public Relations?How, When, and Why Is Theory Applied within the Nonprofit Sector?Examples of Theory Used by NonprofitsMajor Topics/Questions Needing to Be Addressed by Public Relations Theorists Working with NonprofitsSuggested Cases to Explore to Demonstrate Theory at Work in the Nonprofit SectorDiscussion QuestionsSuggested ReadingReferences
9 Globalization
Defining the Concepts: What Is Globalization?Why and How Is Public Relations Impacted by Globalization?How, When and Why Is Theory Applied with Globalization?Major Topics/Questions Needing to Be Addressed by Public Relations Theorists Working with GlobalizationSuggested Case to Explore to Demonstrate Theory at Work with GlobalizationDiscussion QuestionsSuggested ReadingsReferences
10 Community
Defining the Concepts: What Is Community?How and Why Is Community of Concern to Public Relations?How, When, and Why Is Theory Applied to Community?Example of Theory Used with CommunityMajor Topics/Questions Needing to Be Addressed by Public Relations Theorists Working with CommunitySuggested Cases to Explore to Demonstrate Theory at Work within CommunityDiscussion QuestionsSuggested ReadingsReferences
11 Activism
Defining the Concepts: What Is Activism?How and Why Is Activism of Concern to Public Relations?How, When, and Why Is Theory Applied to ActivismExamples of Theory Used with ActivismMajor Topics/Questions Needing to Be Addressed by Public Relations Theorists Working with ActivismSuggested Cases to Explore to Demonstrate Theory at Work with ActivismDiscussion QuestionsSuggested ReadingsReferences
12 Media Relations and Challenges in a Digital Media Era
Defining the Concepts: What Is Media Relations?How and Why Is Media Relations of Concern to Public Relations?How, When, and Why Is Theory Applied to Media Relations?Examples of Theories Used with Media RelationsMajor Topics/Questions Needing to Be Addressed by Public Relations Theorists Working with Media RelationsSuggested Case to Explore to Demonstrate Theory at Work with Media RelationsDiscussion QuestionsSuggested ReadingsReferences
13 Corporate Social Responsibility
Defining the Concepts: What Is CSR?How and Why Is CSR of Concern to Public Relations?How, When, and Why Is Theory Applied to CSR?Examples of Theories Used in CSR CommunicationMajor Topics/Questions Needing to Be Addressed by Public Relations Theorists Working with CSRSuggested Case to Explore to Demonstrate Theory at Work in CSRDiscussion QuestionsSuggested ReadingsReferences
14 Health Public Relations
Defining the Concepts: What Is Health Public Relations?How and Why Is Health Communication of Concern to Public Relations?How, When, and Why Is Theory Applied to Health Public Relations?Examples of Theory Used in Health Public RelationsMajor Topics/Questions Needing to Be Addressed by Public Relations Theorists Working with Health Public RelationsSuggested Case to Explore to Demonstrate Theory at Work in Health Public RelationsDiscussion QuestionsSuggested ReadingsReferences
15 Investor Relations
Defining the Concepts: What Is Investor Relations?How and Why Is Investor Relations of Concern to Public Relations?How, When, and Why Is Theory Applied to Investor Relations?Examples of Theory Used with Investor RelationsMajor Topics/Questions Needing to Be Addressed by Public Relations Theorists Working in Investor RelationsSuggested Case to Explore to Demonstrate Theory at Work in Investor RelationsDiscussion QuestionsSuggested ReadingsReferences
16 Political Communication and Government Relations
Defining the Concepts: What Are Political Communication and Government Relations?How and Why Are Political Communication and Government Relations of Concern to Public Relations?How, When, and Why Is Theory Applied to Political Communication and Government Relations?Examples of Theory Used within Political Communication and Government RelationsMajor Topics/Questions Needing to Be Addressed by Public Relations Theorists Working in Government Relations and Political CommunicationSuggested Cases to Explore to Demonstrate Theory at Work in Government Relations and Political CommunicationDiscussion QuestionsSuggested ReadingsReferences
Index
End User License Agreement

Overview

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.

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