Public Relations Theory

Public Relations Theory

by Brigitta R. Brunner
Released May 2019
Publisher(s): Wiley-Blackwell
ISBN: 9781119373155

Read it now on the O’Reilly learning platform with a 10-day free trial.

O’Reilly members get unlimited access to books, live events, courses curated by job role, and more from O’Reilly and nearly 200 top publishers.

Start your free trial

Book description

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. 

Table of contents

  1. Cover
  2. Notes on Contributors
  3. Acknowledgments
  4. 1 What Is Theory?
    1. Defining the Concepts: What Is Theory?
    2. How and Why Is Theory of Concern to Public Relations?
    3. Metaphors for Theory
    4. Grand Theories and Theories of Middle Range
    5. Theory Building
    6. Public Relations Theory
    7. Conclusion
    8. References
  5. 2 Strategy
    1. Defining the Concepts: What Is Strategy?
    2. How and Why Is Strategy of Concern to Public Relations?
    3. How, When, and Why Is Theory Applied to Strategy?
    4. Examples of Theory Used with Strategy
    5. Major Topics/Questions Needing to Be Addressed by Public Relations Theorists Working in Strategy
    6. Suggested Case to Explore to Demonstrate Theory at Work with Strategy
    7. Discussion Questions
    8. Suggested Readings
    9. References
  6. 3 Crisis Communication, Risk Communication, and Issues Management
    1. Defining the Concepts: What Are Crisis Communication, Risk Communication, and Issues Management?
    2. How and Why Are Crises, Risk Communication, and Issues Management of Concern to Public Relations?
    3. How, When, and Why Is Theory Applied to Crisis Communication, Risk Communication, and Issues Management?
    4. Examples of Theory Used during Times of Crisis, Times of Risk Management, and Times of Issues Management
    5. Major Topics/Questions Needing to Be Addressed by Public Relations Theorists Working in Crisis Communication, Risk Communication, and Issues Management
    6. Suggested Cases to Explore to Demonstrate Theory at Work with Crisis Communication, Risk Communication, and Issues Management
    7. Discussion Questions
    8. Suggested Readings
    9. References
  7. 4 Diversity
    1. Defining the Concepts: What Is Diversity?
    2. How and Why Is Diversity of Concern to Public Relations?
    3. How, When, and Why Is Theory Applied to Diversity?
    4. Examples of Theories Used with Diversity
    5. Major Topics/Questions Needing to Be Addressed by Public Relations Theorists Working in Diversity
    6. Suggested Cases to Explore to Demonstrate Theory at Work with Diversity
    7. Discussion Questions
    8. Suggested Readings
    9. References
  8. 5 Ethics
    1. Defining the Concepts: What Are Ethics and Ethical Practice?
    2. How and Why Are Ethics and Ethical Practice of Concern to Public Relations?
    3. How, When and Why Is Theory Applied to Ethical Practice?
    4. Examples of Theory Used to Ensure Ethical Practice
    5. Major Topics/Questions Needing to Be Addressed by Public Relations Theorists Working with Ethics and Ethical Practice
    6. Suggested Case to Explore to Demonstrate Theory at Work with Ethics and Ethical Practice
    7. Discussion Questions
    8. Suggested Readings
    9. References
  9. 6 Dialogue and Organization–Public Relationships
    1. Defining the Concepts: What Is Dialogue?
    2. How Dialogue Relates to Organization–Public Relationships
    3. Why Are Dialogic Relationships a Concern in Public Relations?
    4. How to Apply Dialogue and Relational Concerns in Public Relations
    5. How, When, and Why Is Dialogue Applied to Relationships?
    6. Integrating Theory and Practice: Steps to Building Organization–Public Relationships
    7. Major Topics/Questions Needing to Be Addressed by Public Relations Theorists Working in Dialogue in Organization–Public Relationships
    8. Suggested Cases to Explore That Demonstrate Dialogic Theory in Action
    9. Discussion Questions
    10. Suggested Readings
    11. References
  10. 7 Social Media and Emerging Media: Theoretical Foundations
    1. Defining the Concepts: What Are Social Media?
    2. How and Why Are Social and Emerging Media of Concern to Public Relations?
    3. How, When, and Why Is Theory Applied to Social Media?
    4. Examples of Theory Used with Social Media
    5. Major Topics/Questions Needing to Be Addressed by Public Relations Theorists Working with Social Media
    6. Suggested Cases to Explore to Demonstrate Theory at Work with Social Media
    7. Discussion Questions
    8. Suggested Readings
    9. References
  11. 8 Nonprofits
    1. Defining the Concepts: What Is the Nonprofit Sector?
    2. How and Why Are Nonprofits of Concern to Public Relations?
    3. How, When, and Why Is Theory Applied within the Nonprofit Sector?
    4. Examples of Theory Used by Nonprofits
    5. Major Topics/Questions Needing to Be Addressed by Public Relations Theorists Working with Nonprofits
    6. Suggested Cases to Explore to Demonstrate Theory at Work in the Nonprofit Sector
    7. Discussion Questions
    8. Suggested Reading
    9. References
  12. 9 Globalization
    1. Defining the Concepts: What Is Globalization?
    2. Why and How Is Public Relations Impacted by Globalization?
    3. How, When and Why Is Theory Applied with Globalization?
    4. Major Topics/Questions Needing to Be Addressed by Public Relations Theorists Working with Globalization
    5. Suggested Case to Explore to Demonstrate Theory at Work with Globalization
    6. Discussion Questions
    7. Suggested Readings
    8. References
  13. 10 Community
    1. Defining the Concepts: What Is Community?
    2. How and Why Is Community of Concern to Public Relations?
    3. How, When, and Why Is Theory Applied to Community?
    4. Example of Theory Used with Community
    5. Major Topics/Questions Needing to Be Addressed by Public Relations Theorists Working with Community
    6. Suggested Cases to Explore to Demonstrate Theory at Work within Community
    7. Discussion Questions
    8. Suggested Readings
    9. References
  14. 11 Activism
    1. Defining the Concepts: What Is Activism?
    2. How and Why Is Activism of Concern to Public Relations?
    3. How, When, and Why Is Theory Applied to Activism
    4. Examples of Theory Used with Activism
    5. Major Topics/Questions Needing to Be Addressed by Public Relations Theorists Working with Activism
    6. Suggested Cases to Explore to Demonstrate Theory at Work with Activism
    7. Discussion Questions
    8. Suggested Readings
    9. References
  15. 12 Media Relations and Challenges in a Digital Media Era
    1. Defining the Concepts: What Is Media Relations?
    2. How and Why Is Media Relations of Concern to Public Relations?
    3. How, When, and Why Is Theory Applied to Media Relations?
    4. Examples of Theories Used with Media Relations
    5. Major Topics/Questions Needing to Be Addressed by Public Relations Theorists Working with Media Relations
    6. Suggested Case to Explore to Demonstrate Theory at Work with Media Relations
    7. Discussion Questions
    8. Suggested Readings
    9. References
  16. 13 Corporate Social Responsibility
    1. Defining the Concepts: What Is CSR?
    2. How and Why Is CSR of Concern to Public Relations?
    3. How, When, and Why Is Theory Applied to CSR?
    4. Examples of Theories Used in CSR Communication
    5. Major Topics/Questions Needing to Be Addressed by Public Relations Theorists Working with CSR
    6. Suggested Case to Explore to Demonstrate Theory at Work in CSR
    7. Discussion Questions
    8. Suggested Readings
    9. References
  17. 14 Health Public Relations
    1. Defining the Concepts: What Is Health Public Relations?
    2. How and Why Is Health Communication of Concern to Public Relations?
    3. How, When, and Why Is Theory Applied to Health Public Relations?
    4. Examples of Theory Used in Health Public Relations
    5. Major Topics/Questions Needing to Be Addressed by Public Relations Theorists Working with Health Public Relations
    6. Suggested Case to Explore to Demonstrate Theory at Work in Health Public Relations
    7. Discussion Questions
    8. Suggested Readings
    9. References
  18. 15 Investor Relations
    1. Defining the Concepts: What Is Investor Relations?
    2. How and Why Is Investor Relations of Concern to Public Relations?
    3. How, When, and Why Is Theory Applied to Investor Relations?
    4. Examples of Theory Used with Investor Relations
    5. Major Topics/Questions Needing to Be Addressed by Public Relations Theorists Working in Investor Relations
    6. Suggested Case to Explore to Demonstrate Theory at Work in Investor Relations
    7. Discussion Questions
    8. Suggested Readings
    9. References
  19. 16 Political Communication and Government Relations
    1. Defining the Concepts: What Are Political Communication and Government Relations?
    2. How and Why Are Political Communication and Government Relations of Concern to Public Relations?
    3. How, When, and Why Is Theory Applied to Political Communication and Government Relations?
    4. Examples of Theory Used within Political Communication and Government Relations
    5. Major Topics/Questions Needing to Be Addressed by Public Relations Theorists Working in Government Relations and Political Communication
    6. Suggested Cases to Explore to Demonstrate Theory at Work in Government Relations and Political Communication
    7. Discussion Questions
    8. Suggested Readings
    9. References
  20. Index
  21. End User License Agreement

Product information

  • Title: Public Relations Theory
  • Author(s): Brigitta R. Brunner
  • Release date: May 2019
  • Publisher(s): Wiley-Blackwell
  • ISBN: 9781119373155