After reading this chapter, students should be able to:
Explain how relationship theories can be employed to help manage interaction with constituent publics so that the most mutually beneficial association can develop and be maintained. Knowledge of systems theory, situational theory and approaches to conflict resolution can help provide a basis for action in fostering positive relationships regardless of the perceptions of the organization held by publics initially. |
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Delineate how theories of persuasion and social influence can be resourced to help lead audiences to understanding an organizational position or to help urge audiences behave in a manner positive to the organization. Knowledge of, social exchange theory, diffusion theory, social learning theory, and the elaborated likelihood model helps practitioners understand why publics act in the manners they do and how to best conduct programming that leads to desired actions. |
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Outline how certain theories of mass communication can be used to predict how audiences will use the media and the information it presents as well as how the media ultimately influence audiences' perceptions of reality. Knowledge of uses and gratifications theory as well as agenda setting theory provides practitioners with an understanding of how the media can be managed to best serve as a message conduit and how the media and the messages they carry eventually make their way to public consciousness. |
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Describe how public relations roles and models prescribe how practitioners serve the organizations for which they work and how public relations can be performed using different strategies depending on the goals and level of interaction desired with constituent publics. Knowledge of the how the day-to-day activities of a practitioner depend upon the level of influence the organization permits of its public relations staff and how practitioners can work under different models depending upon goals and recognition of audience feedback allows budding practitioners to not only see how organizational PR activities are dictated by organizational respect of the profession and often times the goals established by practitioners themselves. |
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Detail how the two-way symmetrical model of public relations can aid in conflict resolution between an organization and its various publics. Knowledge of the how public relations practitioners can attempt to achieve mutual understanding between the represented organization and its various publics provides future practitioners with a means of achieving a win-win position with a group that may see a conflict as a "if-you-win, we-lose" situation. |