Public Relations Theory

Application and Understanding

Brigitta R. Brunner, Brigitta R. Brunner

• Publisher: Wiley-Blackwell
• Year: 2019
• ISBN:
  9781119373148
• Edition: 1
• Topic: Betriebswirtschaft
• Subtopic: Werbung

The comprehensive guide to applied PR theory in the 21 st 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.

1
What Is Theory?

Brigitta R. Brunner

Everyone uses theory, whether they realize it or not. Theory helps us to understand. It helps us to make sense of what is going on around us. Sometimes the meaning is clear. Sometimes it is not. Sometimes the meaning is shared, but sometimes it can be individual. Theory can identify patterns so we know what to expect. It can help us to figure out how to act. Theory can also draw our attention to what is important. It can help us to predict. In other words, theory helps us to better interpret what is going on in our world. A theorist begins her work with something abstract such as a thought or an idea about something she has experienced or seen. In essence, “any attempt to explain or represent an experience is a theory, an idea of how something happens” (Littlejohn, 1999, p. 2). In public relations, theorists, both practitioners and academics, will use words to help establish understanding about the abstract (Toth & Dozier, 2018). Noted public relations theorist James Grunig (2013) called this primary step in developing theory “semantic structuring” and reminds us that public relations uses language to build theories about our observations. “Good theory helps make sense of reality, either positive or explanatory theory or normative theory that helps improve reality; to understand how public relations is practiced, to improve its practice – for the organization, for publics, and for society” (Grunig, 2013, p. 2).

Defining the Concepts: What Is Theory?

Theory can be broadly defined as a description or explanation of an observed or experienced phenomenon (Gioia & Pitre, 1990). However, it is never the be‐all, say‐all on a subject. It is built upon observations, which then lead to hypotheses, concepts, models, and assumptions. Theories are then reevaluated and refined, meaning theories often change and evolve. The basic goals of theory are to explain, predict, and control (Infante, Rancer, & Womack, 1997). Theory gives people ways to see new and useful things (Littlejohn, 1999); it can also predict future outcomes and explain the reasons for the outcomes (Griffin, Ledbetter, & Sparks, 2015). Theories have four purposes (Infante et al., 1997): to describe or to answer questions such as what is happening; to explain or to answer questions such as how or why something happens; to predict or answer questions such as what will happen; and to control or answer questions such as how should something happen. Theories also have four functions – organizing experience, extending knowledge, guiding future research, and allowing scientists to anticipate events even if they cannot observe them (Infante et al., 1997). The following example might help you to better understand how theory is used in public relations work.

Having a headache is a health condition to which most, if not all, people can relate. However, not everyone has experienced a migraine headache. Migraines are one of the most common health issues workers experience (Mitchell & Bates, 2011). In fact, nearly one in four US households includes someone with the condition (Migraine Research Foundation, 2018). It is estimated that $14.5 billion is lost annually by employers due to the missed work and lack of productivity migraines cause (Reuters Solutions for Excedrin, 2016). Unfortunately, research conducted by GlaxoSmithKline, parent company of the Excedrin brand, has found that many migraine sufferers believe people do not understand what a migraine is or how debilitating one can be (Bulik, 2017). In fact, 35% of respondents stated that they believe co‐workers think they are faking when they say they have a migraine and 63% said they would push through their symptoms to stay at work (Bulik, 2017). Based on this research and insight, Excedrin executives saw an opportunity to foster understanding about migraines while boosting product sales.

In 2016, the Excedrin Migraine Experience was released (Kanski, 2016). Using virtual reality (VR), migraine sufferers could demonstrate to their friends and families what they experience during a migraine. Some symptoms from which they could select were auras, sensitivity to light, and floating spots (Kanski, 2016; Mosbergen, 2016). Overwhelmingly, the people who experienced the VR migraine were overcome by how disorienting the condition was (Mosbergen, 2016). Along with the VR experience, this stage of the campaign also had videos of people experiencing their friend’s or family member’s migraine, and television ads about the videos and the Excedrin brand (Kanski, 2016). The Excedrin Migraine Experience was well received and had close to 4 million views within three weeks, as well as about 400,000 interactions on social media (Kanski, 2016; Liffreing, 2017). As Amardeep Kahlon, US marketing director for respiratory and pain relief at GlaxoSmithKline, said, “People engaged with long content – a two‐minute video – because it pulled on the emotional heartstrings … The campaign videos leveraged real sufferers and their partner with a visualization of their reactions. It makes [the viewer’s] heart melt” (as quoted in Kanski, 2016, para. 8). Therefore, through this campaign, the Excedrin brand was able to build understanding and empathy for people who suffer from migraines from those who do not.

The campaign has since been expanded so that it has more reach. For example, the VR simulation can now be shared through an app and cardboard headset, allowing more people to experience it (Tode, 2017). In addition, there have been new components added through the Excedrin Works campaign. Some elements of Excedrin Works are a Migraine Conversations guide (Excedrin, 2017). The guide is meant to help people when discussing migraines in the workplace and shows a series of videos superimposing migraine symptoms on a person trying to make it through his workday (Bulik, 2017; Kanski, 2017). In addition, racing car driver Danica Patrick has been highlighted in videos talking about her experience with migraines in the hopes that, by sharing her story, others will too (Kanski, 2017). This campaign is based on building relationships and dialogue and has the goal of forming more meaningful relationships between those afflicted by migraines and the Excedrin brand (Kanski, 2017). “‘If we can help foster and facilitate conversation, hopefully that makes the plight of the migraine sufferer much easier,’ Scott Yacovino, senior brand manager for Excedrin and the US pain business at GlaxoSmithKline Consumer Health, said” (Bulik, 2017, para. 3). As we can see, this campaign was built on the foundation of research, but it also seems to have elements of theory at work within it. For example, it seems as if principles of dialogic theory and relationship management theory (two theories you will learn more about in this book) have been invoked, since the campaign makes use of conversation, dialogue, and relationship building.

How and Why Is Theory of Concern to Public Relations?

As the Excedrin example illustrates, public relations is an applied field; however, it needs theory to guide its practice. Theory helps practitioners become better practitioners because it helps them better understand publics, messaging, strategy, and tactics. “Executing effective public relations starts with knowing and understanding the public relations theory that helps define the practice” (Toth & Dozier, 2018, 71). Public relations is a difficult field to describe. In fact, if you asked a group of people to define the term, they would all likely have a different definition. The fact that public relations does not have a universal definition has meant that theory and practice have been influenced by many and have charted numerous routes (Toth & Dozier, 2018). For example, some theorists and practitioners believe the core existence of public relations is to be a management function. This perception of public relations is based on the work of Grunig and Hunt (1984), who stated that public relations is “the management of communication between an organization and its publics” (p. 6). Other practitioners and theorists have put more emphasis on the building and maintaining of relationships. These people are more likely to define public relations similar to Cutlip, Center, and Broom (2006), who defined the field as “the management function that establishes and maintains mutually beneficial relationships between an organization and the publics on whom its success or failure depends” (p. 6). This book will introduce you to many theories used in public relations so you better understand how theory informs public relations practice.

However, Ferguson (1984) cautioned, “Theory is not an explanation based on supposition or conjecture. It is a way to understand events and to predict future events based upon research findings supporting the theory” (p. 3). Theory should be important to public relations practitioners and academics alike. Without theory, we base our decisions on instinct. With theory, we are able to base decisions on empirical evidence (Ferguson, 1984). It’s more than guesses. Theory lays the groundwork for data‐driven decision‐making.

Metaphors for Theory

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