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by Brigitta R. Brunner
Public Relations Theory
Cover
Notes on Contributors
Acknowledgments
1 What Is Theory?
Defining the Concepts: What Is Theory?
How and Why Is Theory of Concern to Public Relations?
Metaphors for Theory
Grand Theories and Theories of Middle Range
Theory Building
Public Relations Theory
Conclusion
References
2 Strategy
Defining the Concepts: What Is Strategy?
How and Why Is Strategy of Concern to Public Relations?
How, When, and Why Is Theory Applied to Strategy?
Examples of Theory Used with Strategy
Major Topics/Questions Needing to Be Addressed by Public Relations Theorists Working in Strategy
Suggested Case to Explore to Demonstrate Theory at Work with Strategy
Discussion Questions
Suggested Readings
References
3 Crisis Communication, Risk Communication, and Issues Management
Defining the Concepts: What Are Crisis Communication, Risk Communication, and Issues Management?
How and Why Are Crises, Risk Communication, and Issues Management of Concern to Public Relations?
How, When, and Why Is Theory Applied to Crisis Communication, Risk Communication, and Issues Management?
Examples of Theory Used during Times of Crisis, Times of Risk Management, and Times of Issues Management
Major Topics/Questions Needing to Be Addressed by Public Relations Theorists Working in Crisis Communication, Risk Communication, and Issues Management
Suggested Cases to Explore to Demonstrate Theory at Work with Crisis Communication, Risk Communication, and Issues Management
Discussion Questions
Suggested Readings
References
4 Diversity
Defining the Concepts: What Is Diversity?
How and Why Is Diversity of Concern to Public Relations?
How, When, and Why Is Theory Applied to Diversity?
Examples of Theories Used with Diversity
Major Topics/Questions Needing to Be Addressed by Public Relations Theorists Working in Diversity
Suggested Cases to Explore to Demonstrate Theory at Work with Diversity
Discussion Questions
Suggested Readings
References
5 Ethics
Defining the Concepts: What Are Ethics and Ethical Practice?
How and Why Are Ethics and Ethical Practice of Concern to Public Relations?
How, When and Why Is Theory Applied to Ethical Practice?
Examples of Theory Used to Ensure Ethical Practice
Major Topics/Questions Needing to Be Addressed by Public Relations Theorists Working with Ethics and Ethical Practice
Suggested Case to Explore to Demonstrate Theory at Work with Ethics and Ethical Practice
Discussion Questions
Suggested Readings
References
6 Dialogue and Organization–Public Relationships
Defining the Concepts: What Is Dialogue?
How Dialogue Relates to Organization–Public Relationships
Why Are Dialogic Relationships a Concern in Public Relations?
How to Apply Dialogue and Relational Concerns in Public Relations
How, When, and Why Is Dialogue Applied to Relationships?
Integrating Theory and Practice: Steps to Building Organization–Public Relationships
Major Topics/Questions Needing to Be Addressed by Public Relations Theorists Working in Dialogue in Organization–Public Relationships
Suggested Cases to Explore That Demonstrate Dialogic Theory in Action
Discussion Questions
Suggested Readings
References
7 Social Media and Emerging Media: Theoretical Foundations
Defining the Concepts: What Are Social Media?
How and Why Are Social and Emerging Media of Concern to Public Relations?
How, When, and Why Is Theory Applied to Social Media?
Examples of Theory Used with Social Media
Major Topics/Questions Needing to Be Addressed by Public Relations Theorists Working with Social Media
Suggested Cases to Explore to Demonstrate Theory at Work with Social Media
Discussion Questions
Suggested Readings
References
8 Nonprofits
Defining the Concepts: What Is the Nonprofit Sector?
How and Why Are Nonprofits of Concern to Public Relations?
How, When, and Why Is Theory Applied within the Nonprofit Sector?
Examples of Theory Used by Nonprofits
Major Topics/Questions Needing to Be Addressed by Public Relations Theorists Working with Nonprofits
Suggested Cases to Explore to Demonstrate Theory at Work in the Nonprofit Sector
Discussion Questions
Suggested Reading
References
9 Globalization
Defining the Concepts: What Is Globalization?
Why and How Is Public Relations Impacted by Globalization?
How, When and Why Is Theory Applied with Globalization?
Major Topics/Questions Needing to Be Addressed by Public Relations Theorists Working with Globalization
Suggested Case to Explore to Demonstrate Theory at Work with Globalization
Discussion Questions
Suggested Readings
References
10 Community
Defining the Concepts: What Is Community?
How and Why Is Community of Concern to Public Relations?
How, When, and Why Is Theory Applied to Community?
Example of Theory Used with Community
Major Topics/Questions Needing to Be Addressed by Public Relations Theorists Working with Community
Suggested Cases to Explore to Demonstrate Theory at Work within Community
Discussion Questions
Suggested Readings
References
11 Activism
Defining the Concepts: What Is Activism?
How and Why Is Activism of Concern to Public Relations?
How, When, and Why Is Theory Applied to Activism
Examples of Theory Used with Activism
Major Topics/Questions Needing to Be Addressed by Public Relations Theorists Working with Activism
Suggested Cases to Explore to Demonstrate Theory at Work with Activism
Discussion Questions
Suggested Readings
References
12 Media Relations and Challenges in a Digital Media Era
Defining the Concepts: What Is Media Relations?
How and Why Is Media Relations of Concern to Public Relations?
How, When, and Why Is Theory Applied to Media Relations?
Examples of Theories Used with Media Relations
Major Topics/Questions Needing to Be Addressed by Public Relations Theorists Working with Media Relations
Suggested Case to Explore to Demonstrate Theory at Work with Media Relations
Discussion Questions
Suggested Readings
References
13 Corporate Social Responsibility
Defining the Concepts: What Is CSR?
How and Why Is CSR of Concern to Public Relations?
How, When, and Why Is Theory Applied to CSR?
Examples of Theories Used in CSR Communication
Major Topics/Questions Needing to Be Addressed by Public Relations Theorists Working with CSR
Suggested Case to Explore to Demonstrate Theory at Work in CSR
Discussion Questions
Suggested Readings
References
14 Health Public Relations
Defining the Concepts: What Is Health Public Relations?
How and Why Is Health Communication of Concern to Public Relations?
How, When, and Why Is Theory Applied to Health Public Relations?
Examples of Theory Used in Health Public Relations
Major Topics/Questions Needing to Be Addressed by Public Relations Theorists Working with Health Public Relations
Suggested Case to Explore to Demonstrate Theory at Work in Health Public Relations
Discussion Questions
Suggested Readings
References
15 Investor Relations
Defining the Concepts: What Is Investor Relations?
How and Why Is Investor Relations of Concern to Public Relations?
How, When, and Why Is Theory Applied to Investor Relations?
Examples of Theory Used with Investor Relations
Major Topics/Questions Needing to Be Addressed by Public Relations Theorists Working in Investor Relations
Suggested Case to Explore to Demonstrate Theory at Work in Investor Relations
Discussion Questions
Suggested Readings
References
16 Political Communication and Government Relations
Defining the Concepts: What Are Political Communication and Government Relations?
How and Why Are Political Communication and Government Relations of Concern to Public Relations?
How, When, and Why Is Theory Applied to Political Communication and Government Relations?
Examples of Theory Used within Political Communication and Government Relations
Major Topics/Questions Needing to Be Addressed by Public Relations Theorists Working in Government Relations and Political Communication
Suggested Cases to Explore to Demonstrate Theory at Work in Government Relations and Political Communication
Discussion Questions
Suggested Readings
References
Index
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