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Public Relations Theories Overview

This document discusses three theories used in public relations: systems theory, situational theory, and diffusion theory. Systems theory views an organization as part of a larger system including its publics and goals. Situational theory examines how levels of problem recognition and constraint recognition influence information seeking. Diffusion theory explains how new ideas spread through a social system over time via five stages and different types of adopters.

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Digambar Lohakare
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179 views9 pages

Public Relations Theories Overview

This document discusses three theories used in public relations: systems theory, situational theory, and diffusion theory. Systems theory views an organization as part of a larger system including its publics and goals. Situational theory examines how levels of problem recognition and constraint recognition influence information seeking. Diffusion theory explains how new ideas spread through a social system over time via five stages and different types of adopters.

Uploaded by

Digambar Lohakare
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Name: kadir shaikh.

Roll no: 48.


Std: TYBMS(Marketing).
Sub: corporate communication
and public relations.
Topic: Theories used in public
relations.
Theories used in public Relations.

Theories are used by public Relations departments to


understand ahuman nature so as to be able to deal with
it better.Different situations call for different
decisions.Taking decision become easy if it is based on
some theory.
1. Systems theory.
2. Situational theory.
3. Diffusion theory.
SYSTEMS THEORY
SYSTEMS THEORY is used to Create business systems and to
find aut problems in it. This theory suggests that every
organisation itself is part of a system which also includes its
publics and its goals. In order to survive and prosper, the
organization must adjust with the changes that they are
consistent with organizational identity and goals.
There are some steps:
Step 1: Open the doors for feedback:
Step 2: Identify the public:
Step3: Awareness of all publics:
SITUATIONAL THEORY
The situational theory was put forth by Grunig (1975). This
theory looked at the behavioral patterns of publics.
His theory was based on three assumptions:
1.A person will seek or give iniormation only when something is
missing in a particular situation.
2.He will not seek information if he faces a lot of constraints.
3. Aperson who is highly involved will communicate actively in
order to control behavior.
Grunig used the concept:
 Problem recognition.(P)
 Constraint recognition.(C)
Four types Of situation:
1. Problem facing behavior (P high,C low or Pc)
2. Constrained behaviour (P high,C high or PC)
3. Routine behaviour (P low,C low or pc)
4. Fantastic behavior (P low,C high or pC)
Grunig further considered:
Referent criterion (R)
Level of involvement (I).

PCRI PCRi PCrI pCRI

PcRI PCri PcRi PcrI

pCRi pCrI pcRI Pcri

pCri pcRi pcrI pcri


DIFFUSION THEORY
Diffusion theory is a theory propounded by Everett Rogers.It
explain how,why,and at what rate new ideas and technology
spread.The diffusion is a process by which an innovation is
communicated over time among the participants in a social
system.
Rogers five stages:
1.Awareness:
2.Interest:
3.Decision:
4.Trail:
5.Adoption:
Types of Innovation Decisions:
 Optional Decision.
 Collective Decision.
 Authority Decision.
Five different groups determine the success of a
products:
1. Innovators.
2. Early Adopters.
3. Early Majority.
4. Late Majority.
5. Laggards.

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