Theories Used in Public Relations Management Theories of relationships  Systems theory  Situational theory  Conflict resolution Theories of mass communication  Uses and gratification  Agenda-setting theory Theories of cognition and behaviour  Action assembly theory  Social exchange theory  Diffusion theory  Social learning theory  An elaborated likelihood model

Action Assembly Theory Why do PR professionals want to understand behavior? All behavior is logical to the person behaving. Example: bringing umbrella to school To understand behavior, we need to understand how people think.

Action Assembly Theory Thinking can be explained by three constructs: structure, content, and processes. Cognitive structure as the form of our thought (script, schema or frame). Our expectations affect how we process and store information.

Action Assembly Theory Cognitive content is the specific information, or details, within the basic cognitive structure. Cognitive processes are how we take in, transform and store information. What will your script say?

Action Assembly Theory If you are associated as a source with dull content The good ones will be missed as well. When the lecturer says there are nine steps of PR campaigns… From experience, you know they will be important at test time

Application of Action Assembly Theory Practitioners must decide: Tap into their public's existing memory structures? Establish entirely new ones?

Social Exchange Theory D E C R A S Individuals and groups choose strategies based on perceived rewards and costs

Social Exchange Theory and Decision Making Keep costs low and rewards high in everything from survey responses to product recalls. When the situation is complex, employ a matrix to evaluate all possible decisions

Matrix Example Issue: Customers X PR Department (Based on Social Exchange Theory) Issue: Defective lot of screws Find Out Doesn’t Find Out Rewards Company tied with quality Costs N/A Option 1: Recall Screws money Initial negative publicity positive publicity N/A Rewards X PR Department Rewards no immediate cost Costs Costs no negative publicity lose goodwill negative publicity law suits lose customers Option 2: Ignore Defect save cost of recall

Diffusion Theory People adopt an idea only after going through the following five steps

Social Learning Theory We can learn new behaviors merely by observing others. Personal example and mass media can be important for acquiring new behaviors. New behavior is likely to occur when it is seen as potentially rewarding. Chronic complaining of the employee If cold and tough employees are promoted…

Elaborated Likelihood Model Describes two routes to possible changes in human attitudes and behavior. Understanding these two options helps the practitioner devise effective ways to present information.

Elaborated Likelihood Model Involvement HIGH LOW Central Route Peripheral Route

The Central Route People are interested in your message, will actively think about an issue and will evaluate it with an open mind. But, that’s not always the case… Not interested, too busy or just can’t understand the issue?

The Peripheral Route The peripheral route is taken when a receiver is deemed unable or unwilling to think directly about an issue. Hence the person is presented with… repetition of the message: candidates for local office, voting for obvious popular choice credible sources: “experts can be trusted” source attractiveness (celebrity endorsements) “X is in the movie, so it has to be good.” rewards: donating money to a charity

Elaborated Likelihood Model