Public Relations Theory

1What Is Theory?

Brigitta R. Brunner

Everyone uses theory, whether they realize it or not. Theory helps us to understand. It helps us to make sense of what is going on around us. Sometimes the meaning is clear. Sometimes it is not. Sometimes the meaning is shared, but sometimes it can be individual. Theory can identify patterns so we know what to expect. It can help us to figure out how to act. Theory can also draw our attention to what is important. It can help us to predict. In other words, theory helps us to better interpret what is going on in our world. A theorist begins her work with something abstract such as a thought or an idea about something she has experienced or seen. In essence, “any attempt to explain or represent an experience is a theory, an idea of how something happens” (Littlejohn, 1999, p. 2). In public relations, theorists, both practitioners and academics, will use words to help establish understanding about the abstract (Toth & Dozier, 2018). Noted public relations theorist James Grunig (2013) called this primary step in developing theory “semantic structuring” and reminds us that public relations uses language to build theories about our observations. “Good theory helps make sense of reality, either positive or explanatory theory or normative theory that helps improve reality; to understand how public relations is practiced, to improve its practice – for the organization, for publics, and for society” (Grunig, 2013, p. 2).

Defining the Concepts: ...