SAGE Reference - Encyclopedia of Public Relations

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Two-Step Flow Theory

In: Encyclopedia of Public Relations
Edited by: Robert L. Heath
Subject:Public Relations, General Media, Communication & Cultural Studies

To public relations practitioners, the two-step flow theory of communication highlights the importance of identifying and targeting opinion leaders when disseminating messages to audiences through mass media.

In 1944, sociologists Paul F. Lazarsfeld, Bernard R. Berelson, and Hazel ...

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  Heath, R. L. (2005). Two-step flow theory. In Encyclopedia of public relations (Vol. 1, pp. 868-869). SAGE Publications, Inc., https://dx.doi.org/10.4135/9781412952545.n434
  
  Heath, Robert L. "Two-Step Flow Theory." In Encyclopedia of Public Relations, edited by Heath, Robert L., 868-69. Thousand Oaks, CA: SAGE Publications, Inc., 2005. https://dx.doi.org/10.4135/9781412952545.n434.
  
  Heath, R. L. 2005. Two-Step Flow Theory. In: Robert L. Heath Editor, 2005. Encyclopedia of Public Relations, Thousand Oaks, CA: SAGE Publications, Inc. pp. 868-869 Available at: <https://dx.doi.org/10.4135/9781412952545.n434> [Accessed 28 Jun 2022].
  
  Heath, Robert L. "Two-Step Flow Theory." Encyclopedia of Public Relations. Edited by Vol. 1. Thousand Oaks: SAGE Publications, Inc., 2005, pp. 868-69. SAGE Knowledge. 28 Jun 2022, doi: https://dx.doi.org/10.4135/9781412952545.n434.
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