Reflecting the ever-increasing changes in the public relations industry, this new text offers a fresh, up-to-date look at public relations theories as well as theories from related areas that impact public relations. Chapters move from the oldest areas of communication theory through newer models devoted to interpersonal, organizational, and mediated, up to the most current theories devoted to emerging media, including digital and social. Readers will learn how public relations and persuasion theories are at the heart of a practitioner’s day-to-day work, and see how a strong understanding of theories can make them more effective and strategic professionals.

Table of Contents:
Introduction Acknowledgments About the Authors Chapter 1 • Integrating Theory and Practice Introduction Defining Theory Defining Public Relations The Only Thing Constant is Change Public Relations Works With Other Communication Functions Conclusion Review Questions Chapter 2 • Persuasion Theories Introduction Historical Roots of Persuasion Formation of Attitudes, Beliefs, and Behaviors Persuasion Theories that Drive Influence Attribution Theory and Situational Crisis Communication Theory Conclusion Review Questions Chapter 3 • Interpersonal Communication Theories Introduction Origins and Definitions Links to Public Relations Practice Relationship Construction Theories Theories That influence the Creation of Meaning Theories Influencing the Creation of Trust Conclusion Review Questions Chapter 4 • Organizational Theories Introduction Organizational Theories and the PR Professional Ways of Working Ways of influencing change Ways of Communicating Conclusion Review Questions Chapter 5 • Mass Media Theories Introduction The Origins of Mass Media and Media Theory The Small/Large Effects Continuum Four Theories of the Press The Gatekeeping Function Agenda-setting Theory Uses and Gratifications Theory Media Systems Dependency Theory (MSDT) Two-Step Flow Theory Cultivation Theory Feminist Media Theory Conclusion Review Questions Chapter 6 • Public Relations Models Introduction Models that define PR and explain how PR meets client goals Models that Explain how Public Relations is practiced Models that Explain PR Campaign Development Models that Explain PR Measurement or Value The Barcelona Declaration of Research Principles (The Barcelona Principles) Conclusion Review Questions Chapter 7 • Public Relations Theories Introduction Theory Must Be Open to Change Varied Frameworks Underlying Public Relations Theory Early Public Relations Theories and the Strong Effects Media Model The Excellence Theory of Public Relations Public Relations Competence Theory Practitioner Roles Theory Corporate Social Responsibility (CSR) Theory Public Relations and the Relational Perspective Paradigm Social Engagement Cocreational Theory of Public Relations Conclusion Review Questions Chapter 8 • Digital Media Theories Introduction Digital Media Defined Characteristics of Digital Media Who Is Connected? Parallels: Traditional Media Theory and Digital Media Theory Digital Rhetoric Theory Digital Media Change the News Media Conclusion Review Questions Chapter 9 • Social Media Theories Introduction Social Media Defined Social Media in the Context of Web 2.0 Participatory Culture Theory Rules for Conducting Public Relations Via Social Media Diffusion of Innovation Theory Social Media and Misinformation Social Media and Community Orientation Social Media Impacts Gatekeeper Theory Global Social Media Social Media Impact on Public Relations Conclusion Review Questions Chapter 10 • The Future of Public Relations Theories Introduction Redefining Public Relations . . . Again Theory Rooted in Dynamic Related Areas Major Changes Impacting Theory-Building The Synergy of Theory and Practice Internationalization of Theory Conclusion Review Questions References