Week 3 - Theories, Theories, Theories

Monday, January 18, 2010 7:06 PM

Understanding theory is important. It is always good to have a strong theoretical foundation as it can help you to contextualize and sometimes also anticipate outcomes and then decide which strategies and tactics to use to in different situations. Public relations theories have been developed in the past through psychology, social sciences and sociology.

These public relations theories are basic frameworks which can help a public relations practitioner in his/her job. Knowing these frameworks will help in having different strategies and tactics to approach a client, colleagues and also the public. Being able to identify the possible strategies in different contexts is an advantage as it makes the task of the public relations practitioner much easier to do.

Different theories such as system theory, communication theory, public relations theory cultural theory can be used. System theory enables practitioners to comprehend how their practice can make an impact and also to enquire feedback and the communication theory gives helpful guidelines for constructing and bringing a message across. These four theories as stated above, do not have to be used one at a time. They can be used together.

Public relations practitioners need to be able to assess their task at hand to identify the strategies they might want to use to approach it. This is the first step PR practitioners must take.

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Week 3 - Theories, Theories, Theories

Monday, January 18, 2010 7:06 PM

Monday, January 18, 2010 7:06 PM