This truism became the demarcating mantra of uses and gratifications research, but refining and operationalizing the idea took a lot of work (European Journal of Communication, 2017, p. 512). This chapter introduces four basic theories that public relations practitioners use:- Systems theory:- Systems theory is made up of interrelated parts, adapting and adjusting to changes in the political, economic and social environment in which they operate. Gregory, A. 0000002329 00000 n We use system theory not only to examine the relationship with our external stakeholders but also to look at the internal functions and stakeholders of our organization. Classic sociologists like Bourdieu, Foucault, Giddens, Goffman, Habermas, Luhmann, Putman, etc. Public relations have always had an advocacy function and recently the field moved towards a management aspect. Public Relations Practitioners: Roles & Expectations For example, if a public relations associate is trying to promote a company product, they should consider showing examples of real people using the product. Retrieved from https://www.hellofresh.com/. 0000001109 00000 n Keeping in mind that the social learning theory explains how a person learns and takes in information, public relations professionals can use this to their advantage. 0000003720 00000 n An attribute is a quality or property of the system and its objects. This model is based on the advocacy for the flow of information that is equal and free between the organization and the public (Moss et al., 1996). The social learning theory is one of the most influential learning theories today. Theories of Persuasion and Social Influence. (Corporate Communications Consultant, London, UK), https://doi.org/10.1108/13632540610646427. Lastly, they would incorporate their behavior into it and try to start to physically copy the behavior of walking. In a 2012 cross-cultural content analysis of the social networks Facebook (USA only) and the Chinese network Kaixin, researchers found that the two different cultures utilized their respective Starbucks fan pages in differing ways American users used the page as a means of self-expression, while the Chinese users engaged with the page for the purpose of relationship-involvement (2). 726 0 obj <>/Filter/FlateDecode/ID[<9D1530DE0E1C554D87E9260E719F5276>]/Index[712 37]/Info 711 0 R/Length 76/Prev 482701/Root 713 0 R/Size 749/Type/XRef/W[1 2 1]>>stream Crisis Management Models & Theories l Smartsheet How and Why Is Health Communication of Concern to Public Relations? Further, the model is revealed in the launch of new products to the public where communication lines are open for feedback (Heath, 2005). Egede, E. A., & Chucks-Nwosu, E. (2013). Book description. 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. 0000012339 00000 n The idea has to arouse the individual. An exploratory investigation of the role of public relations in the UK retail sector. And suddenly, the find that many people have started visiting the park and it has become a huge hit.

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