CHAPTER 7

THEORIES USED IN PUBLIC RELATIONS

FOUR BASIC THEORIES :-

PR •Systems theory

PR •Situational theory

PR •Social exchange theory

PR •Diffusion theory
1. System theory:-

 It explains how public helps to understand &

manage the relationships an organizations has
with its stakeholders & publics who make up its
environment.

 Systems theory is especially useful to public

relations because it helps the practitioner
manage the organization’s relationships.

 Theory emphasizes interdependence between an

organization and its internal and external
environments.
CLOSE & OPEN SYSTEM:-
 Close system :- In close system do not seek new
information. Focuses on the history of the
organization and makes decisions based on past
experiences.

 Open system:- In open system use public

relations people to bring back information on how
productive relationships are with clients,
customer & other stakeholder.
SITUATIONAL THEORY:-
 People will act on an issue or situation
when they believe it affects them personally
and their actions can make a difference.

 In situational theory public gives us more

specific information about publics
communication needs.

 There are three variables predict when

public will seek & process information an
issues they are:-
 Constraint
Recognitio
n
Problem Level of
Recognitio Involveme
n nt

SITUATIONAL
THEORY
SOCIAL EXCHANGE THEORY:-
 It assumes that individuals & groups choose
strategies based on perceived rewards & costs.
 PR practitioners try to make decisions based on
the assertion that people will factor in the
consequences of their behavior before they act.
 Practitioners must try to keep costs low and
rewards high in everything from survey
responses to product recalls.
 When the situation is complex, the practitioner
must employ a pay-off matrix to evaluate all
possible decisions and with their accompanying
costs and rewards.
 DIFFUSION THEORY:-
 It look at how people process & accept
information.
 The five discrete steps or stages are :-

Awareness Interest Evaluation Trial Adoption