Public Relations Theory

<div style=”text-align: justify;”><b>Explore a wide range of theoretical frameworks and </b><b>themes for public relations in this comprehensive and authoritative work</b> </div> <div style=”text-align: justify;”><i>Public Relations Theory: Capabilities and Competencies </i>is a comprehensive overview of the major theoretical perspectives in public relations, considering the evolution, diversification and merger of approaches that have been spurred by rapid changes in society, cultural boundaries, technology, and media environments. Authors Jae-Hwa Shin and Robert Heath explain both organizational and social theories of public relations, including cases and challenges to help students bring theory and research to bear on solving the daily challenges of public relations practice. </div> <div style=”text-align: justify;”>Rather than advocate in favor of a particular theoretical view or position, <i>Public Relations Theory: Capabilities and Competencies</i> covers a broad range of theoretical perspectives and themes in public relations, including: </div> <div style=”text-align: justify;”> <ul style=”margin-bottom: 0in; font-size: medium; margin-top: 0in;” type=”disc”> <li style=”margin: 0in 0in 0.0001pt 0.25in; font-size: 11pt; font-family: Calibri, sans-serif; vertical-align: baseline;”>An examination of excellence theory, contingency theory, rhetorical theory, and critical theory as these perspectives apply to public relations </li> <li style=”margin: 0in 0in 0.0001pt 0.25in; font-size: 11pt; font-family: Calibri, sans-serif; vertical-align: baseline; user-select: text; -webkit-user-drag: none; -webkit-tap-highlight-color: transparent; cursor: text; overflow: visible;”>Issues management, crisis management, risk management and conflict management with respect to public relations </li> <li style=”margin: 0in 0in 0.0001pt 0.25in; font-size: 11pt; font-family: Calibri, sans-serif; vertical-align: baseline; user-select: text; -webkit-user-drag: none; -webkit-tap-highlight-color: transparent; cursor: text; overflow: visible;”>Combining theory and practice for conceptualization and strategic execution of robust public relations programs and campaigns </li> <li style=”margin: 0in 0in 0.0001pt 0.25in; font-size: 11pt; font-family: Calibri, sans-serif; vertical-align: baseline; user-select: text; -webkit-user-drag: none; -webkit-tap-highlight-color: transparent; cursor: text; overflow: visible;”>The importance of public relations ethics to serve the public good </li> <li style=”margin: 0in 0in 0.0001pt 0.25in; font-size: 11pt; font-family: Calibri, sans-serif; vertical-align: baseline; user-select: text; -webkit-user-drag: none; -webkit-tap-highlight-color: transparent; cursor: text; overflow: visible;”>How to define “the public” or “relationships” in the field of public relations </li> </ul> </div> <div style=”text-align: justify;”>The book  closes with discussion of emerging topics and the recent transformation of public relations theory to take diversity, technology, and global identity into account and offers insight into future direction. </div> <div style=”text-align: justify;”>This book is perfect for upper level undergraduate and graduate students of public relations in journalism and communication. It will also be useful for public relations practitioners who hope to improve their understanding of the theoretical background and principles of their work and serve as an excellent reference for doctoral students and researchers in the area. </div>