Theories of Public Relations

Communication Theories in Public Relations
Dr. Iccha Basnyat

What is theory?
Communication Theory
- Early model focusing on one-way persuastive communication (Shannon & Weaver, 1949)
Communication Theories for PR
- Levels of communication:
  - Interpersonal
    - -- Attribution Theory; Persuasion; Situational Theory
  - Group
    - -- Groupthink; Decision Making
  - Public/Mass
    - -- Media Theories (i.e. Agenda Setting, Framing, Uses & Gratification)
  - Organizational
    - -- Assimilation Theory; Cultural
Communication Theories in PR
- Structure, Operation & Interaction:
  - Systems Theory
- Application for PR:
  - Attribution Theory
  - Situational Theory
  - Persuasion Theory
  - Agenda Setting & Framing
  - Critical Theory
Systems theory
- System is an organized set of interrelated and interacting parts that maintain their own balance amid the influences of the environment
- Meaning:
  - No one part can be understood unless it is viewed within the context of the entire system
  - No one part with function fully without all the other parts
- Examples of system:
  - i.e. Mechanical, Nature, Social
- Social Systems
  - Sub-systems
  - Multiple systems overlap
  - Hierarchy of Systems
- Closed System
  - Impermeable Boundary
  - Doesn’t adapt to external change
  - Static
  - Eventually disintegrates
    - i.e. Mechanics
  - Reactive PR
    - -- Active only when disturbed, reacting to crisis, problems
- Elements of an Open Social System
  - Interdependence:
  - Interconnection: (i.e. domino effect)
  - Adaptation:
  - Continual Interaction with feedback (+ve/-ve)
    - Homeostasis
    - Morphogenesis
  - Permeable Boundaries
  - Equifinality
- PR in Open & Living System
  - Proactive:
    - Anticipate
    - Scan & Monitor
    - Early detection
      - -- adjusts & initiates corrective changes
    - Proactive PR keeps organizational sensitive to environmental change
  - Two-way symmetrical model
    - -- Mutual dependent relationship/feedback

PR Theories
- Attribution Theory:
  - 1958 Heider
  - Explaining one’s own behavior and that of others
  - Assigning attributes to explain behaviors
  - How do we know what attributes will be used by each individual?
- Situational Theory (Grunig, 1984):
  - Publics are identified & classified
  - Triggers/Stimulus (Grunig) depends on:
  - Assumption:
- Agenda Setting (1972/73, McCoombs & Shaw)
  - Media (mainly news media) tell us what to think about
  - We judge as important what’s important for media
  - Media (i.e. tool) > Public for Policy (power of media?)
    - -- Media coverage = Agenda priorities
  - What happens if people are not exposed to the same media?
- Media Framing (stemmed from Agenda-Setting)
  - Strategic/A way to:
    - Shape attitudes & choice
    - Suggest issue(s)
      - -- Selection, emphasis & exclusion
    - Do media reflect reality? Or Do media shape reality?
  - Assumes: People are passive
    - -- Focus attention on issue to get response
    - -- Gruning’s Latent/Passive Public
    - -- Is raising awareness enough for behavior?
  - Framing in PR:
    - -- Belief it’s as much what you as how you say it
    - -- Designing persuasive messages
      - -- Issues
      - -- Gain (benefits) vs. Loss (Risk)
      - -- Situation/Responsibility
      - -- Attributes (i.e. Information Processing)
- Persuasion
  - Inducing change in belief, attitude, behavior
    - -- History of Persuasion & PR
  - It’s pervasive
- Propaganda & Persuasion (differentiated via)
  - 1. Intent
  - 2. Free Will
  - 3. Truth
  - What are some ethical responsibilities for a person who uses persuasion techniques to influence others?
  - Persuasion assumes input of message >> leads to change >> Passive Public:
    - -- Choice of channels & message under control of persuader
    - -- Media will affect everyone the same
  - Is persuasion manipulative?
    - Take into consideration what others expect of someone with your social status, position, and level of expertise
Communication & Public Opinion

How do theories apply to public opinion?
- Persuasion = strategy to affect public opinion
- Research gauges & identifies public
  - -- Situational Theory = tailoring message
- Media = tool to disseminate information
  - -- Using the media via agenda setting through framing of messages
What are the ethical implications for attempting to systematically shape perceptions?
Public Opinion: Two common definitions
- “ Public Opinion is the sum of individual opinions on an issue affecting those individuals”
- “Public Opinion is a collection of view held by persons interested in the subject”
Key: Self-interest
- If self-interest then how do we change or can we change opinions?
  - -- i.e. Persuasion
- Self-interest >> Hard to change opinions
Opinion Leaders as Catalyst:
- Formal opinion leader
  - Due to positions such as elected officials, presidents of companies, board of directors
- Informal opinion leaders
  - Peers
  - Role models who are admired
- Source to Opinion Leader to public
Media as “magic bullet”?
- -- Uniform, direct and immediate effect on everyone who receives the message from the media
- -- Mass communication, with the right message, could influence people to do just about anything

Critical Theory & PR

Current theory incomplete >> missing its impact, context, power relations
Behavior isn’t all rational
Instead
- PR >> maintains privileged position for government & corporations in society
  - -- Dominate News >> maintain Status Quo
  - -- Exclude minority voices
- So
  - Is PR inherently tied to corporate interest?
  - Is persuading, framing ethical aspects of public relations practice?