Introduction To Public Relations Theory 152568 ✓ Solved

Introduction to Public Relations Theory Required Text: “Effective Public Relations,

Analyze three communication theories relevant to public relations by defining or summarizing each theory, discussing how they apply to PR practice, and providing real-world examples of their application by organizations or personalities.

Sample Paper For Above instruction

Public relations (PR) operates at the intersection of communication, psychology, and media studies, relying heavily on established theories of communication to craft effective strategies. Understanding key communication theories allows PR practitioners to design campaigns that resonate with audiences, influence perceptions, and foster mutually beneficial relationships between organizations and publics. This paper explores three prominent communication theories—the agenda-setting theory, the two-step flow theory, and the framing theory—detailing their core principles, applications within public relations, and examples of real-world application.

1. Agenda-Setting Theory

The agenda-setting theory was initially developed by Maxwell McCombs and Donald Shaw in the 1968 presidential election context. The theory posits that mass media do not tell people what to think but significantly influence what they think about by prioritizing certain issues in their coverage. Media outlets, through the amount of coverage they assign to particular topics, shape the public agenda by highlighting issues they deem important. As a result, the public perceives these issues as significant, aligning public discourse with media priorities. The theory underscores the role of media as a gatekeeper of information, which, in turn, influences political, social, and organizational decision-making.

In public relations, agenda-setting emphasizes establishing and maintaining visibility around specific issues or narratives. PR professionals aim to influence media coverage to shape public perception and political discourse, often working to "set the agenda" in media reports and public conversations. Building strong media relationships and providing timely, newsworthy content are crucial strategies aligned with this theory.

For example, during the 2018 Coca-Cola FIFA World Cup campaign, the company focused on issues like global unity and celebration of culture, strategically highlighting these themes through various media outlets. By controlling the messaging around their sponsorship and associating their brand with positive societal values, Coca-Cola managed to influence the public conversation around their participation, exemplifying agenda-setting in action.

2. Two-Step Flow Theory

The two-step flow theory, introduced by Paul Lazarsfeld and Elihu Katz in the 1940s, suggests that media influence occurs primarily through opinion leaders rather than direct mass exposure. According to this theory, media messages are first received by opinion leaders—individuals who are well-informed, influential, or respected within their communities—who then interpret and pass on these messages to others in their social circles. This process facilitates a filtering or mediating effect, whereby opinion leaders shape the perceptions and attitudes of their followers.

Within PR, understanding the two-step flow theory helps practitioners identify key influencers and opinion leaders to target for message dissemination. Engaging with celebrities, industry experts, or community leaders can amplify messages in a way that resonates more authentically with target audiences.

An illustrative example is the 2019 Nike campaign featuring Colin Kaepernick. Nike strategically targeted influential athletes, activists, and social media personalities to endorse and discuss the campaign themes. These opinion leaders then shared their perspectives with their followers, significantly magnifying Nike’s message and shaping public discourse around social justice issues—demonstrating the impact of the two-step flow process.

3. Framing Theory

The framing theory, rooted in the work of Erving Goffman and further developed in communication studies, describes how media outlets and communicators shape public perception by emphasizing specific aspects of an issue, event, or personality. Framing involves selecting particular words, images, or themes to portray a story in a way that influences audiences’ interpretations and judgments. Different frames can lead audiences to see the same event from contrasting perspectives—such as emphasizing economic consequences versus ethical considerations.

PR practitioners utilize framing to craft messages that align with desired perceptions or attitudes. Effective framing can influence public opinion, mobilize support, or mitigate controversy around issues or organizational activities.

A prominent example is how climate change has been framed by different organizations. The Intergovernmental Panel on Climate Change (IPCC) emphasizes scientific consensus and environmental urgency to garner support for policy action, while some interest groups frame it as a matter of economic impact or national sovereignty to sway public and political opinion. Such framing influences the public's understanding and response to climate issues, demonstrating the powerful role of framing in shaping attitudes and debates.

Conclusion

Understanding communication theories such as agenda-setting, the two-step flow, and framing is essential for effective public relations practice. These theories elucidate how media and communication influence public perception and behavior, enabling PR practitioners to craft strategic messages, engage key influencers, and shape narratives effectively. Real-world examples of organizations employing these theories highlight their practical importance in fostering successful communication campaigns and managing organizational reputation in an interconnected media landscape.

References

• McCombs, M., & Shaw, D. L. (1972). The agenda-setting function of mass media. Public Opinion Quarterly, 36(2), 176-187.
• Lazarsfeld, P. F., Berelson, B., & Gaudet, H. (1944). The people's choice: How the voter makes up his mind in a presidential campaign. Duell, Sloan & Pearce.
• Goffman, E. (1974). Frame analysis: An essay on the organization of experience. Harvard University Press.
• Grunig, J. E., & Hunt, T. (1984). Managing Public Relations. Holt, Rinehart & Winston.
• Chong, D., & Druckman, J. N. (2007). Framing theory. Annual Review of Political Science, 10, 103–126.
• Katz, E., & Lazarsfeld, P. F. (1955). Personal influence: The part played by people in the flow of mass communications. Free Press.
• Nisbet, M. C., & Scheufele, D. A. (2009). What's next for framing research? In Framing public life: Perspectives on media and our understanding of social problems (pp. 1-12). Routledge.
• Chaffee, S. H., & Kaniss, P. (1981). Narrowing the agenda: News media and public opinion. American Behavioral Scientist, 24(3), 259-269.
• Entman, R. M. (1993). Framing: Toward clarification of a fractured paradigm. Journal of Communication, 43(4), 51-58.
• McCombs, M., & Valenzuela, A. (2019). Setting the agenda: Mass media and public opinion. Wiley-Blackwell.