Public Relations Theory in Practice : Strategic Applications for Professionals.

Format:

Book

Author/Creator:

Penning, Timothy.

Language:

English

Physical Description:

1 online resource (170 pages)

Edition:

1st ed.

Place of Publication:

New York : Business Expert Press, 2025.

Summary:

There is nothing more real than theory. Today's public relations professionals need to account to management and clients for whether they have caused stakeholders to make meaningful change in their attitudes and behaviors that match organizational objectives. This requires strategy based on established theory that is well-reasoned and tested, not just informed guesses and clever tactics. This book is an overview of theories that are relevant to a strategic practice of public relations. Brief theory explanations are followed by specific strategic applications in everything from segmenting publics, to planning research, to strategic messaging, to setting campaign objectives, and counseling organizational leadership. A public relations professional who understands and applies theory will be more strategic.

Contents:

Public Relations Theory in Practice: Strategic Applications for Professionals

Half-title Page

Title Page

Copyright Page

Description

Contents

Testimonials

Part I Public Relations Theories in Practice

Chapter 1 Theories-How They Are Made and Why They Are Useful in Daily Practice

Strategic Summary of Part I: Theory

Part II Communication Theories-Understanding Audiences

Chapter 2 Interpersonal Theories

Chapter 3 Small Group Theories

Chapter 4 Organizational Theories

Chapter 5 Intercultural Communication Theory

Strategic Summary of Part II: Communication

Part III Media Theories-Making Smart Channel Choices

Chapter 6 Foundational One-Way News Media Theories

Chapter 7 Media Effects Theories

Chapter 8 New Media Theory

Strategic Summary of Part III: Media

Part IV Persuasion Theories-Going Beyond Awareness

Chapter 9 Persuasive Theories Affecting Attention

Chapter 10 Theories Affecting Attitude and Opinion

Chapter 11 Theories Affecting Motivation and Action

Strategic Summary of Part IV: Persuasion

Part V Ethical Theories-Doing It Right and Doing the Right Thing

Chapter 12 Classical Ethical Theories

Chapter 13 Ethical Theory Specific to Public Relations

Chapter 14 Professional Ethical Decision-Making Models

Strategic Summary of Part V: Ethics

Part VI Public Relations Theories: The Management Perspective

Chapter 15 Models and Dimensions of Public Relations Practice

Chapter 16 Public Relations Professional Roles Theories

Chapter 17 Theories of Relationship and Engagement

Strategic Summary of Part VI: Public Relations Management

References

About the Author

Index

Back Cover.

Notes:

Description based on publisher supplied metadata and other sources.

Other Format:

Print version: Penning, Timothy Public Relations Theory in Practice

ISBN:

9781637428306

OCLC:

1519990747