ERIC Number: ED384934
Record Type: Non-Journal
Publication Date: 1995-May
Reference Count: N/A
The Union of Communication Theory and Public Relations Writing.
Pohl, Gayle M.; Butler, John M.
Noting that many public relations practitioners are increasingly recognizing the value and use of theory and theory building as a foundation for understanding, researching, and writing about organizations, this paper examines the marriage of theory and practice of writing public relations materials for a client. The paper begins with a discussion of the use of theory in public relations campaigns, general systems theory, and information processing as a predictor of attitudes of target audiences. The paper next explains social learning theory, social exchange theory, and symmetrical communication theory. The paper presents case studies for each theory. The paper also discusses the coorientation model and the elaboration-likelihood theory (including case studies) which explain how publics are correctly identified. The paper concludes with a series of considerations to be used in choosing the right medium for public relations messages. Contains 13 references. (RS)
Publication Type: Speeches/Meeting Papers; Opinion Papers; Reports - Evaluative
Education Level: N/A
Authoring Institution: N/A