1. 3. Theories of Communication
AL AKHAWAYN UNIVERSITY
SCHOOL OF HUMANITIES AND SOCIAL SCIENCES
COMMUNICATIONS STUDIES
3. Theories of Communication
Lecture by Dr. Mohammed Ibahrine
based on my own research and
Seitel’s The Practice of Public Relations

2. Definition of Theory
Theory is any attempt to explain or represent a phenomenon
It helps to answer the “how” and “why” questions about communication
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3. Characteristics of Theory
Theory is an abstraction
Theory is a construction
As Robert Cox said
“Theory is always for someone and for some purpose” (Cox, 1981: 128)
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4. Evaluation of Theory Scope and boundaries Logical consistency
Parsimony
Utility
Testability
Test of time
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5. Goals of Theory Explanation Understanding Prediction Social change
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6. The two step flow theory
The two step flow theory was first introduced by Paul Lazarsfeld, Bernard Berelson and Hazel Gaudet in the People’s Choice,
a 1948 study focused on the process of decision-making during Presidential election campaign
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7. The two step flow theory
This theory argued that
Ideas often flow from the mass media to the opinion leaders and from them to the less active sections of the population
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8. The concentric –circle
2. The concentric–circle theory:
Theory developed by Elmo Roper
Elmo Roper: ( ) was a pioneer in the fields of market research and public opinion
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9. The concentric –circle
The concentric–circle theory stated that ideas evolve gradually to
The public at large
moving in concentric circles from
great thinkers to
great disciples to
great disseminators to
lesser disseminators to
the active audience to
the inert
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10. POLITICALLY INERT POLITICALLY ACTIVE GREAT GREAT DESSIMINATORS
THINKERS
IDEA
Source:
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11. The Diffusion of the Internet
The Internet as a communications tool has transcended cultures, boundaries and geographies
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12. 4. Convergence theory: 4. Convergence theory:
This digital convergence theory emphasized the new reality of convergence of new technologies
This means that these technologies integrate all digital media types, including video, data, voice in one medium (the MOBILE)
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13. 5. Spiral of silence theory
Is an innovative theory of public opinion developed by Elisabeth-Noelle-Neumann
She argued that people tend to remain silent when they feel that their views are in the minority
The so-called silent majority fears becoming isolated
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14. Why mapping communication thoeries?
Public relations professionals should have an idea about these theories,
because it represents the conceptual foundation which helps them understand the underpinnings of a successful public relation strategy
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15. 2. Goals of communication
AL AKHAWAYN UNIVERSITY
SCHOOL OF HUMANITIES AND SOCIAL SCIENCES
COMMUNICATIONS STUDIES
2. Goals of communication
Lecture by Dr. Mohammed Ibahrine
based on
Seitel’s The Practice of Public Relations

16. Goals of communication
In public relations, communication should undergo a process of planning, management and reflection
In public relations every act of communication has a goal, an objective or a purpose
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17. Four Typical Communication Goals
There are four typical communication goals:
Informing
Persuading
Motivating
Building mutual understanding
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18. Four Typical Communication Goals
Informing:
The communication goal of public relations is to inform a particular public
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19. Four Typical Communication Goals
Persuading:
A regular goal of public relations communication is to persuade people to take actions
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20. Four Typical Communication Goals
Motivating:
Motivation of employees to “pull for the team” is a regular organizational communications goal
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21. Four Typical Communication Goals
Building mutual understanding:
Public relations communicators often seek to attain mutual understanding between opponents in a group, community or society at large
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22. 4. The Publics of Public Relations
AL AKHAWAYN UNIVERSITY
SCHOOL OF HUMANITIES AND SOCIAL SCIENCES
4. The Publics of Public Relations
Dr. Mohammed Ibahrine

23. 4. The Publics of Public Relations
Public relations people must communicate with many different publics
each having its own special needs and requiring different types of communication
The lines that divide these publics are thin, and
the overlapping potential is significant
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24. 4. The Publics of Public Relations
Definitions differ on what precisely constitutes a public
In public relations a public is a group of people with a stake in an issue, organization, or idea
Publics can be classified into several overlapping categories:
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25. 4. The Publics of Public Relations
Internal and external:
Internal publics are inside the organization:
clerks
supervisors
managers
stockholders
and the board of directors
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26. 4. The Publics of Public Relations
External publics are those not directly connected with the organization:
The press
Government
Educators
Customers
Suppliers
The community
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27. 4. The Publics of Public Relations
Primary, secondary, and marginal:
Primary publics can most help or hinder the organization’s efforts
Secondary publics are less important
Marginal publics are the least important of all
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28. 4. The Publics of Public Relations
Traditional and future:
Traditional publics are employees and current customers
Future publics are students and potential customers
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29. 4. The Publics of Public Relations
Proponents, opponents and the uncommitted:
An institution must deal differently with
Those who support it
Those who oppose it
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30. 4. The Publics of Public Relations
For supporters, communications that reinforce beliefs may be in order
But changing the opinions of skeptics calls for strong, persuasive communications
Often, particularly in politics, the uncommitted public is crucial
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31. 4. The Publics of Public Relations
Another way of segmenting publics is to do it based on values and attitudes
Public relations should be sensitive to all constituent publics
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32. 5. The Functions of Public Relations
AL AKHAWAYN UNIVERSITY
SCHOOL OF HUMANITIES AND SOCIAL SCIENCES
5. The Functions of Public Relations
Dr. Mohammed Ibahrine

33. The Functions of PRs Writing: a fundamental public relations skill
News releases
Speeches
Brochures
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34. The Functions of PRs Media relations:
dealing with the press is another frontline public relations function
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35. The Functions of PRs Planning: Special events Media events
Management functions
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36. The Functions of PRs Counseling:
in dealing with management and its interactions with key publics
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37. The Functions of PRs Researching: Beliefs Values Attitudes
that influence behavior
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38. The Functions of PRs Publicity:
the marketing-related function, most commonly misunderstood as the “only” function of public relations, generating positive publicity for a client or employer
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39. The Functions of PRs Marketing communication:
other marketing-related functions, such as
Creating brochures
Sales literature
Promotions
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40. The Functions of PRs Community relations:
positively putting forth the organization’s
Messages
Images
within the community
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41. The Functions of PRs Consumer relations:
interfacing with consumers through
Written
Verbal
communications
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42. The Functions of PRs Employee relations:
communicating with the all-important internal publics of the organization
Mangers
Employers
who work for the firm
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43. The Functions of PRs Government affairs: deal with Legislators
Regulators
Local, state and federal officials
all of those who have governmental interface with the organization
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44. The Functions of PRs Investor relations:
for public companies, communicating with stockholders and those who advice them
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45. The Functions of PRs Special publics relations:
dealing with those publics uniquely critical to particular organizations
African Americans
Women
Asians
Senior citizens
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46. 7. What Manner of Man or Woman?
AL AKHAWAYN UNIVERSITY
SCHOOL OF HUMANITIES AND SOCIAL SCIENCES
7. What Manner of Man or Woman?
Dr. Mohammed Ibahrine

47. 7. What Manner of Man or Woman?
What kind of individual does it take to become a competent public relations professional?
The Report of the Commission on Public Relations Education in 1999 listed a dozen areas of competence that emerging public relations students must have to succeed in the new century:
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48. 1. Academic competencies:
Communication and persuasion concepts and strategies
Communication and public relations theories
Relationship and relationship building
societal trends
Ethical issues
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49. 1. Academic competencies:
Legal requirements and issues
Marketing and finance
Public relations history
Uses of research and forecasting
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50. 1. Academic competencies:
Multicultural and global issues
Organizational change and development
Management concepts and theories
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51. 2. Specific technical skills:
Knowledge of the underpinnings of public relations:
Culture
History
Philosophy
Social psychology
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52. 2. Specific technical skills:
communications knowledge:
The media and the ways in which they work
Communication research
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53. 2. Specific technical skills:
Technological knowledge:
The computer
The Net
The World Wide Web
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54. 2. Specific technical skills:
Business knowledge
How business works
A bottom-line orientation
A knowledge of one’s company and industry
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55. 2. Specific technical skills:
knowledge of bureaucracy
How to get things done in a bureaucratic organization
How to use and gain power for the best advantage
How to maneuver in a politically charged environment
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56. 2. Specific technical skills:
Management knowledge
How public policy is shaped
What pressures and responsibilities fall on senior managers
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57. 3. Specific attitudinal orientations
Communication orientations:
A bias toward disclosing rather than withholding information
Willingness to communicate with the public
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58. 3. Specific attitudinal orientations
Advocacy:
A desire to be advocates for their employers
Must stand up for what their employers represent
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59. 3. Specific attitudinal orientations
Counseling orientation:
A desire to advise senior managers
Public relations practitioners understand the intangibles such as
Public opinion
Media influence
Communications messages
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60. 3. Specific attitudinal orientations
Personal Confidence:
A strong sense of honesty
A willingness to take risks
A sense of humor
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61. 2. Specific technical skills:
knowledge of bureaucracy
How to get things done in a bureaucratic organization
How to use and gain power for the best advantage
How to maneuver in a politically charged environment
22/02/2019

62. 2. Specific technical skills:
Management knowledge
How public policy is shaped
What pressures and responsibilities fall on senior managers
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63. 3. Specific attitudinal orientations
Communication orientations:
A bias toward disclosing rather than withholding information
Willingness to communicate with the public
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64. 3. Specific attitudinal orientations
Advocacy:
A desire to be advocates for their employers
Must stand up for what their employers represent
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65. 3. Specific attitudinal orientations
Counseling orientation:
A desire to advise senior managers
Public relations practitioners understand the intangibles such as
Public opinion
Media influence
Communications messages
22/02/2019

66. 3. Specific attitudinal orientations
Personal Confidence:
A strong sense of honesty
A willingness to take risks
A sense of humor
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