The comprehensive guide to applied PR theory in the 21st century Public Relations Theory explores 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 practice Illustrates how successfully applied public relations theories lead to positive outcomes Discusses the relevance of public relations with accessible and engaging language Offers multiple perspectives from leading international public relations scholars Includes pedagogical tools including chapter discussion questions, practical examples, tables, and suggested reading lists Public Relations Theory: Application and Understanding is 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.

The comprehensive guide to applied PR theory in the 21st centuryPublic Relations Theory explores 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 practice* Illustrates how successfully applied public relations theories lead to positive outcomes* Discusses the relevance of public relations with accessible and engaging language* Offers multiple perspectives from leading international public relations scholars* Includes pedagogical tools including chapter discussion questions, practical examples, tables, and suggested reading listsPublic Relations Theory: Application and Understanding is 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.

Notes on Contributors viiAcknowledgments xiii1 What Is Theory? 1Brigitta R. Brunner2 Strategy 13Ana María Suárez-Monsalve and Juan-Carlos Molleda3 Crisis Communication, Risk Communication, and Issues Management 31W. Timothy Coombs, Sherry J. Holladay, and Elina Tachkova4 Diversity 49Dean Mundy5 Ethics 63Tor Bang6 Dialogue and Organization-Public Relationships 79Maureen Taylor, Michael L. Kent, and Ying Xiong7 Social Media and Emerging Media: Theoretical Foundations 97Karen Freberg8 Nonprofits 113Geah Pressgrove and Richard D. Waters9 Globalization 125Chiara Valentini10 Community 141Marina Vujnovic and Dean Kruckeberg11 Activism 159Erica Ciszek12 Media Relations and Challenges in a Digital Media Era 175Samsup Jo13 Corporate Social Responsibility 185Chun-Ju Flora Hung-Baesecke, Yi-Ru Regina Chen, Cindy Sing-Bik Ngai, and Minqin Ma14 Health Public Relations 203Shelley Aylesworth-Spink15 Investor Relations 219Alexander V. Laskin16 Political Communication and Government Relations 233Barbara Myslik and Spiro KiousisIndex 249