The purpose of this paper is to explain the social learning theory and how it is used in the field of public relations. 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). Theme: Bushwick by James Dinsdale. The Uses and Gratifications Theory will also be discussed in detail regarding how Public Relations professionals can use this theory in their daily work now and in the future in a world that is becoming increasingly virtual. Excellence Theory Two-Way Asymmetrical Communication Model: This came as a response to the change in what society expected and allowed for minimal feedback from publics to the org, and still relied heavily on the public relations practitioner's ability to persuade the public of the org's viewpoint. Pfau and Wan define persuasion as the use of communication in an attempt to shape, change, and/or reinforce perception, affect (feelings), cognition (thinking) and/or behavior. Froget, J., Baghestan, A. G., & Asfaranjan, Y. S. (2013). In the public relations discipline, ethics includes values such as honesty, openness, loyalty, fair-mindedness, respect, integrity, and forthright communication. According to (Chia & Synott 2012, pp.60-61)Systems theory is the main framework used in public relations. How and Why Is Investor Relations of Concern to Public Relations? Trial. The idea has to arouse the individual. 0000004912 00000 n (2017), There were multiple studies occurring as early as the 1920s, but it wasnt until 1969 that researchers such as Denis McQuail, Joseph Trenaman, developed the uses and gratifications theory that is known today by conducting research both together and separately on how audiences view and consume media of the political nature and the motivation behind this. In systems theory, public relation practitioners advise the dominant coalition, the primary decision makers of the organization, about problems and opportunities in the environment and help these decision makers respond to the changes. When this happens, public relations professionals can learn from previous mistakes in a different crisis through observing the behavior and using it to their advantage. E.g. 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. Examples of Theory Used within Political Communication and Government Relations, Major Topics/Questions Needing to Be Addressed by Public Relations Theorists Working in Government Relations and Political Communication, Suggested Cases to Explore to Demonstrate Theory at Work in Government Relations and Political Communication, 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. According to its present media communications, the meal kit service seems to already hold a firm understanding on what its publics need: On the other hand, the American coffeehouse chain Starbucks employs brand engagement (Yu, 2012), a technique that intrinsically manifests from the uses and gratification theory. This paper analyzes the ethics of public relations as a self-regulation platform. By viewing events through a model, crisis managers gain context and can better apply best practices. This paper will seek to give a concrete description of the uses and gratifications theory and provide how it has been and can be applied to public relations practices today. Learning about communication theories helps practitioners in three key ways: to organize large amounts of complex information. However, they concluded that not all people in stakeholder groups would be equally likely to communicate with an organization. The uses and gratifications theory is exactly as it sounds, as according to Anita Whiting et al. Business practices have been evolving over the years with the need to incorporate approaches that give considerations to the issues of mutuality, consensus, reciprocity, and business ethics. startxref Banduras social learning theory combines both theories and its main element is the observation of modeling. The uses and gratification theory creates the foundation of all public relations specialists work. This chapter introduces four basic theories that public relations practitioners use: Pat Jacksons Lasting Contribution to Public Relations: Any profession exists by public consent only. Public relations has a lot to do with wanting an audience to copy or perform a behavior. 122 0 obj<>stream HWF}WS$7bv.HF. This thought-provoking book provides an alternative path to studying communication in increasingly complex environments and as such, will be vital reading for researchers and educators, advanced communication and public relations students, and for senior public relations practitioners. Public Relations (PR) is the management of communication between an organization and its publics. Classic sociologists like Bourdieu, Foucault, Giddens, Goffman, Habermas, Luhmann, Putman, etc. How and Why Is Diversity of Concern to Public Relations? an amusement park wants a maximum family to visit their parks with family. Public Relations people try to persuade audiences to learn new information, to change emotions and to act in a certain way. Application of Theory in Public Relations. An overview of public relations: What it is, when it is needed, why it is used and how to analyze it. Examples of Theory Used with Investor Relations, Major Topics/Questions Needing to Be Addressed by Public Relations Theorists Working in Investor Relations, Suggested Case to Explore to Demonstrate Theory at Work in Investor Relations, 16 Political Communication and Government Relations. Pfau and Wan define persuasion as "the use of communication in an attempt to shape, change, and/or reinforce perception, affect (feelings), cognition (thinking) and/or behavior. Social Exchange Theory uses the economic metaphor of costs and benefits to predict behavior. Public relations theory and practice have traditionally been closely linked. Examples of Theory Used with Social Media, Major Topics/Questions Needing to Be Addressed by Public Relations Theorists Working with Social Media, Suggested Cases to Explore to Demonstrate Theory at Work with Social Media. Course Description: This course covers main emphases in public relations theory and their applications to practice. The vast usage of the internet also plays a popular role in this particular theory and will be discussed in terms of the topic of user-generated content and how major companies and businesses are using consumers own content to sell their products and create successful consumer-brand relationships. Book description. It relies on feedback for altering the opinions of the public (Smith, 2002). have been applied, interpreted and adapted to address and explain different public relations problems (see, e.g. One way public relations professionals can use this theory to their advantage is through promotions. Public Relations Theories and Models. Chapters written by recognized experts on each topic provide readers with knowledge on how, when, and why appropriate theories are applied. (2021, December 6). (2012). Yu-Wei Chuang (2015), developed Fig. When an audiences sees a product or an idea constantly in the media, whether it be through social media, television commercials, etc., they are more likely to copy this form of behavior. From well-crafted public relations campaigns designed to foster positive attitudes about a company to telling a story to con-vince a customer that a salesperson is honest, the theories presented highlight the varied ways to conceive persuasive messages. Here, the decision makers of an organization allow for the two-way flow of resources and information between the organization and environment. Public Relations people try to persuade audiences to learn new information, to change emotions and to act in a certain way. To be successful in public relations, one must understand the social learning theory. Froget, J., Baghestan, A. G., & Asfaranjan, Y. S. (2013). How and Why Is Health Communication of Concern to Public Relations? The two-way symmetric model is best applied in non-profit making organizations. In that case, it is essential for public relations practitioners to let the decision maker of an organization analyze the whole range of options along with the associated costs and rewards. Researchers such as McQuail may not have been one of the originators of this particular theory, but his and others work observing political campaigns and messages in the media is central to the understanding and further development of how the uses and gratifications theory works and how audiences react to media today. This chapter introduces six types of theories that public relations practitioners use every day: relationship theory, persuasion and social in u-ence, mass communication, roles, models, and approaches to con ict resolution. 120 0 obj<> endobj 266-277. https://doi.org/10.1108/eb023525, Visit emeraldpublishing.com/platformupdate to discover the latest news and updates, Answers to the most commonly asked questions here. Although the field of public relations is characterized by complexity due to reliance on theories and certain practices, its role in the effective management of organizations cannot be dismissed. Additionally, the models have been used in business training, schools, and business practices. European Journal of Communication, 32(6), 511534. For E.G. Convenience, then, serves as a tension-free need: a concept under the umbrella of the uses and gratifications theory that refers to the need to feel relieved from tension or stress. The four models are press agentry model, public information model, two-way asymmetrical model and two-way symmetrical model. 0 December 6, 2021. https://studycorgi.com/public-relations-theories-and-models/. So, in that regards, they started promoting their ideas through various colleges and send them flyers (Awareness). Moss, D., Warnaby, G., & Thame, L. (1996). A crisis is an unpredictable or low-probability event that can cause significant negative effects to a . 0000009076 00000 n The models developed by Grunig and Hunt play a fundamental role in the understanding of public relations. 1 seen above and further explained this model by stating, drawing upon uses and gratifications approach, people contact and interact with others to reach a sense of belonging. For E.g. PR practitioners consider several theories when they make decisions about how they can build a successful relationship with their public. An attribute is a quality or property of the system and its objects. PR Enhances Online Presence. Similar to observations made in another African country, Mauritius, companies have seen the potential in social media as a marketing and public relations tool (Froget, J., Baghestan, A. G., & Asfaranjan, Y. S., 2013). Cherry, K. (2014, November 24). This is revealed in the mission, vision, and objectives of the organizations which are based on fulfilling a certain purpose for the community. This relies on advertising and public persuasion to capture the feelings of the public and ensure that they buy into the ideas of the organization. Examples of Theory Used in Health Public Relations, Major Topics/Questions Needing to Be Addressed by Public Relations Theorists Working with Health Public Relations, Suggested Case to Explore to Demonstrate Theory at Work in Health Public Relations. A company wants more students to visit their park. After observing their parents, they would think about how the behavior is happening and picturing how they are going to walk in their mind. 0000001861 00000 n Another way the social learning theory is prominent in public relations is through mistakes and crisis communications. This book provides an overview of key studies and contributions to the theories, as well as explores how the theoretical concepts can be applied in public relations. Actually, here the organization seeks the involvement of people in the cause. Gregory, A. They are, by nature, abstract, and don't have a . Learning Objectives . After researching some more models, these terms can be interchangeable with other words in different models, but they all comprise the same idea that media is consumed rapidly for one or more of these reasons at a time. The application of this particular theory in Public Relations will also be given with two different campaigns that have used this theory successfully in the past. The individual must consider the idea as potentially useful. The application of this particular theory in Public Relations will also be given with two different campaigns that have used this theory successfully in the past. How is the Uses and Gratifications Theory Used in Public Relations? 409 0 obj<>stream "N_y!$X@ bPwA00_ @ n0 0000005762 00000 n 0000001109 00000 n If you think you should have access to this content, click to contact our support team. The situational theory actually explains and useful to understand that public wants rather than organization choice of information to distribute. Happy Parents Day 2014 HD Images Wallpapers Free Download, Happy Makar Sankranti, Lohri, Uttarayan, Pongal, Bhogi, Makaravilakku, Swami Vivekananda Jayanti, Vasant Panchami, Subhas Chandra Bose Jayanti, Republic Day 2015. This definition of public relations ethics goes far beyond the olden days of "flacking for space" or spinning some persuasive message, but this view is not shared by everyone. The researchers who conducted the aforementioned research sought to promote the uses and gratification theory in Nigerian public relations practitioners practice, however, many companies already implement the theory in their marketing strategies, such as HelloFresh and Starbucks. ", Journal of Communication Management, Vol. 5, No. Major Topics/Questions Needing to Be Addressed by Public Relations Theorists Working in Strategy, Suggested Case to Explore to Demonstrate Theory at Work with Strategy, 3 Crisis Communication, Risk Communication, and Issues Management. 0000000669 00000 n It focuses on bringing the public and a company together in order to . You may be able to access this content by logging in via your Emerald profile. Public relations have always had an advocacy function and recently the field moved towards a management aspect. 1. Unless public relations comes to terms with the dearth of knowledge concerning how people take meaning from the channels by which we communicate our work will not be advanced. Harmonious relationships, not just relations, fortified with trust require co-authorship. 2023, OReilly Media, Inc. All trademarks and registered trademarks appearing on oreilly.com are the property of their respective owners. December 6, 2021. https://studycorgi.com/public-relations-theories-and-models/. View all OReilly videos, Superstream events, and Meet the Expert sessions on your home TV. How and Why Is Community of Concern to Public Relations? In 1971, Albert Bandura developed the theory showing that people didnt necessarily need reinforcement to learn a new behavior. Theories provide an understanding of the relationship between actions and events. However, PR professionals need to be able to think in broad, theoretical, and systemic ways about audiences, the PR environment, and communicating in general. StudyCorgi. They have understood that many Indians, especially in rural areas, do not have toilet facilities. Message 3. 0 Public relations experts are specially hired by organizations who work hard towards maintaining brand image of organization. This paper will explore the Uses and Gratifications Theory, giving background of the theory and its history in the communications sphere. How and Why Are Nonprofits of Concern to Public Relations? Retrieved from. For instance, the quality of customer services is determined by the customers opinions on how they are treated at the bank. How, When, and Why Is Theory Applied to Crisis Communication, Risk Communication, and Issues Management? There are also live events, courses curated by job role, and more. Medium 4. It's easy to think that public relations and media relations are interchangeable and are, in fact, the same thing. 3s came up with a concept of moving toilets which are highly accepted and appreciated initially by some regions but now they have major clients in all over India. In other words, practitioners must consider how will the message being communicated, the product being sold, etc., fulfill and gratify the needs of the public. Ihlen & Fredriksson, 2018 ). 2021. Bandura (2014) also stated, from observing others one forms an idea of how new behaviors are performed, and on later occasions this coded information serves as a guide for action, (Cherry). This is why social media has become so popular as many platforms offer the opportunity for users to communicate with people all over the world, requiring this theory to have an active audience participation. Theories must be applicable to a broad variety of situations. Major Topics/Questions Needing to Be Addressed by Public Relations Theorists Working with Community, Suggested Cases to Explore to Demonstrate Theory at Work within Community. 1. "Public Relations Theories and Models." Media Relations. Take OReilly with you and learn anywhere, anytime on your phone and tablet. According to the European Journal of Communication (2017), There were multiple studies occurring as early as the 1920s, but it wasnt until 1969 that researchers such as Denis McQuail, Joseph Trenaman, Elihu Katz and Jay Blumler developed the uses and gratifications theory that is known today by conducting research both together and separately on how audiences view and consume media of the political nature and the motivation behind this.

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