Today's Public Relations: An Introduction is a comprehensive text that features all aspects of public relations with specific sensitivity to the message strategies that challenge practitioners to be successful, yet ethical. In this book, authors Robert L. Heath and W. Timothy Coombs redefine the teaching of public relations by discussing its connection to mass communication while linking it to its rhetorical heritage. The text features coverage of ethics, research, strategy, planning, evaluation, media selection, promotion and publicity, crisis communication, risk communication, and collaborative decision making as ways to create, maintain, and repair relationships between organizations and the persons who can affect their success.
Chapter 8: Public Relations Theory in Practice
Public Relations Theory in Practice
- Vignette: Theory to the Rescue
- The Movement toward Theory
- Defining Theory
- Language of Theory
- Theory Building
- Exemplar Public Relations Theories
- Professional Reflection: Connecting Theory and Planning
- Further Exploration
Vignette: Theory to the Rescue
It is 10:31am. A loud boom is heard, and the floor of the public relations office at West Pharmaceuticals rocks, along with all the other buildings at the North Carolina facility. You look out the window and see a large black cloud rising from the production facility. Employees are running from the facility. Your phone rings, and you know that call is activation for West Pharmaceuticals's crisis management plan. As part of the crisis management team, ...