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PR Theory

Brief overview/refresher for senior-level PR students

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PR Theory

  1. 1. Viral Fun: April Fool’s Day Edition
  2. 2. Theories of Public Relations
  3. 3. Systems Theory <ul><li>Organizations & their Environments are Interdependent </li></ul><ul><ul><li>Depend on Each Other </li></ul></ul><ul><ul><li>Open systems vs. Closed systems </li></ul></ul><ul><ul><li>Stakeholders </li></ul></ul><ul><ul><li>“ Boundary Spanners” </li></ul></ul>
  4. 4. Organization University of Oregon Customers Financial Institutions Government Neighbors Media Alumni Employers Students & Parents HS Students & Counselors
  5. 5. Organization Menu Foods Customers Suppliers Breeders Media Vendors Employees FDA Vets/Vet Techs
  6. 6. Situational Theory <ul><li>Active vs. Passive </li></ul><ul><li>Three Variables: Problem recognition, constraint recognition, level of involvement. </li></ul><ul><li>Those publics who have high problem recognition, low constraint recognition, and high involvement in an issue are much more likely to actively engage in communication about it. </li></ul>
  7. 7. Don’t mess with Texas
  8. 8. Social Exchange Theory <ul><li>Costs and benefits: Individuals and groups choose strategies based on perceived rewards and costs. </li></ul><ul><li>In general, people want to keep their costs low and their rewards high. </li></ul>
  9. 10. Diffusion of Innovation <ul><li>Explaining and predicting how people will adopt a behavior, idea or product. </li></ul><ul><li>Five stages: awareness, interest, evaluation, trial and adoption </li></ul><ul><li>Categories of Adopters </li></ul>
  10. 11. Diffusion Example
  11. 12. Uses & Gratifications <ul><li>People are active users and media and selective in the media they use. </li></ul><ul><li>Why do people use the media? </li></ul>
  12. 13. Nine Inch Nails: Year Zero A Multimedia Scavenger Hunt?
  13. 14. Social Learning <ul><li>People learn through example </li></ul><ul><ul><li>Mass Media </li></ul></ul><ul><ul><li>Personal Example </li></ul></ul><ul><li>Vicarious trial of new behavior through role models </li></ul><ul><ul><li>Positive </li></ul></ul><ul><ul><li>Negative </li></ul></ul><ul><ul><li>Transitional </li></ul></ul>
  14. 15. Star's $15 trainers give poor a shot at style -- London Times It’s gotta be the shoes, right? It's a social movement that is giving kids a quality product, endorsed by a guy who knows how hard it can be for a parent to get a kid those pair of shoes that he/she wants.