Rules Theory

Rules theory addresses the cultural and societal prescriptions and proscriptions for behavior in communication contexts. Rules can be explicit or implicit. Scholars use rules theory to understand how individuals and groups achieve their goals through communication. In the practice of public relations, rules theory addresses the ways organizations must, must not, should, or should not communicate with their publics in order to achieve their goals. Specific communication goals are often specified as compliance-gaining; relationship formation, maintenance, or dissolution; persuasion; and consensus building. Although research on rules theory has accumulated in the disciplines of organizational communication, social psychology, and sociology, the application of rules theory to the area of public relations is in its early stages of development.

The origin of rules theory has been credited to the 1953, posthumous publication of philosopher Ludwig Wittgenstein's book Philosophical Investigations. The introduction of rules theory for communication often is attributed to Donald P. Cushman and Gordon C. Whiting (1972). Their approach was influenced by the symbolic interactionist perspective developed by George H. Mead and focused on how communication is used to accomplish goals and construct meaning.

In 1980, Susan B. Shimanoff's highly influential book Communication Rules: Theory and Research was published. Shimanoff's book was the first book to systematically synthesize previous definitions of rules, differentiate rules from other concepts, and offer methods for measuring rules and developing theory.

Although scholars may have different views on rules, most agree communication rules are invoked in situations where there is human communication—whether it is interpersonal, group, organizational, or mass communication. Rules are socially constructed and are distinguished by their strength, the perceived consequences of noncompliance, and their contextual range. Shimanoff wrote, “A rule is a followable prescription that indicates what behavior is obligated, preferred or prohibited in certain contexts” (1980, p. 57). In her work, Shimanoff noted that another characteristic of a rule is that it must be physically or otherwise followable.

Cushman (1977) has pointed out that for rules to be present, parties in communication must agree upon what constitutes the rules for communication. In addition, Cushman has noted that part of what makes rules contextual is that not only are they tied to specific situations, but they are also determined by the communicator's role (i.e., a police officer may address a kindergarten class or his fellow officers). Rules are not the same as norms, laws, habits, heuristics, and principles.