"Chapter One sets the foundation for the discussion that unfolds in subsequent chapters. It explores the defining nature and constructive role of public relations. This detective work looks for evidence, or the DNA of public relations, that defines its professional practice which was established by name in the 19th century. This detective work looks for markers such as purposes, strategies, functions, tools, tactics, impact, as well as structures and justifying philosophies. It identifies the types of organizations, leadership roles, and contexts in which public relations is important. In history, public relations can be seen as the means for achieving individual and organizational influence, as well as collective engagement among competing interests: strategic processes and efforts enacted by individuals, groups, organizations, and even nations to survive and thrive as issues, risk, conflict and crisis management. It searches for aligned interests, legitimacy, the license to operate for reward. To discover what today is called "public relations" requires knowing what it does, what it is, where it occurs, and how it serves or confounds interests that encounter tensions of uncertainty and conflict. It can be a clash of perspectives, interests, identities,and identifications. It can be soothing words that allay differences of opinion. It can foster conflict and division"--
Explore a wide range of theoretical frameworks and themes for public relations in this comprehensive and authoritative work
Public Relations Theory: Capabilities and Competencies is a comprehensive overview of the major theoretical perspectives in public relations, considering the evolution, diversification and merger of approaches that have been spurred by rapid changes in society, cultural boundaries, technology, and media environments. Authors Jae-Hwa Shin and Robert Heath explain both organizational and social theories of public relations, including cases and challenges to help students bring theory and research to bear on solving the daily challenges of public relations practice.
Rather than advocate in favor of a particular theoretical view or position, Public Relations Theory: Capabilities and Competencies covers a broad range of theoretical perspectives and themes in public relations, including:
- An examination of excellence theory, contingency theory, rhetorical theory, and critical theory as these perspectives apply to public relations
- Issues management, crisis management, risk management and conflict management with respect to public relations
- Combining theory and practice for conceptualization and strategic execution of robust public relations programs and campaigns
- The importance of public relations ethics to serve the public good
- How to define “the public” or “relationships” in the field of public relations
The book closes with discussion of emerging topics and the recent transformation of public relations theory to take diversity, technology, and global identity into account and offers insight into future direction.
This book is perfect for upper level undergraduate and graduate students of public relations in journalism and communication. It will also be useful for public relations practitioners who hope to improve their understanding of the theoretical background and principles of their work and serve as an excellent reference for doctoral students and researchers in the area.
