The comprehensive guide to applied PR theory in the 21st century

Public Relations Theoryexplores the central principles and theoretical components of public relations and their practical applications in actual situations. This informative text helps readers to understand the concepts, approaches, and perspectives of PR theory and learn development methods, implementation strategies, management techniques, and more. Chapters written by recognized experts on each topic provide readers with knowledge on how, when, and why appropriate theories are applied. Focusing on how organizations and individuals integrate theory in a public relations framework, each chapter explains one function, explores its potential challenges and opportunities, provides an example of the function in practice, and offers discussion questions and additional reading suggestions.

Unique in structure, this text arranges chapters by function, rather than theory, allowing readers to see how multiple theories can be applied to each public relations function and how theories can be used in different professional settings. Comprehensive treatment of topics including social and emerging media, globalization, public diplomacy, corporate and investor relations, and others ensures relevant and timely coverage of contemporary PR issues.

Demonstrates how public relations theory is applied in real-world practiceIllustrates how successfully applied public relations theories lead to positive outcomesDiscusses the relevance of public relations with accessible and engaging languageOffers multiple perspectives from leading international public relations scholarsIncludes pedagogical tools including chapter discussion questions, practical examples, tables, and suggested reading lists

Public Relations Theory: Application and Understandingis suitable for instructors and graduate and advanced undergraduate students in courses on public relations theory, as well as practitioners seeking further knowledge on the most current developments in the field.

Brigitta R. Brunner, PHD, is Professor, School of Communication& Journalism, Auburn University. She is editor of theJournal of Public Interest Communications and author of Creating Citizens: Liberal Arts and Community& Civic Engagement in the Land-grant Tradition andThe Moral Compass of Public Relations. Dr. Brunner has published numerous journal articles in areas including civic engagement, civil professionalism, diversity, and education.

Notes on Contributors vii

Acknowledgments xiii

1 What Is Theory? 1Brigitta R. Brunner

2 Strategy 13Ana María SuárezMonsalve and JuanCarlos Molleda

3 Crisis Communication, Risk Communication, and Issues Management 31W. Timothy Coombs, Sherry J. Holladay, and Elina Tachkova

4 Diversity 49Dean Mundy

5 Ethics 63Tor Bang

6 Dialogue and OrganizationPublic Relationships 79Maureen Taylor, Michael L. Kent, and Ying Xiong

7 Social Media and Emerging Media: Theoretical Foundations 97Karen Freberg

8 Nonprofits 113Geah Pressgrove and Richard D. Waters

9 Globalization 125Chiara Valentini

10 Community 141Marina Vujnovic and Dean Kruckeberg

11 Activism 159Erica Ciszek

12 Media Relations and Challenges in a Digital Media Era 175Samsup Jo

13 Corporate Social Responsibility 185ChunJu Flora HungBaesecke, YiRu Regina Chen, Cindy SingBik Ngai, and Minqin Ma

14 Health Public Relations 203Shelley AylesworthSpink

15 Investor Relations 219Alexander V. Laskin

16 Political Communication and Government Relations 233Barbara Myslik and Spiro Kiousis

Index 249