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PR theories aren't abstract academic concepts—they're the strategic frameworks that explain why certain communication approaches work and others fall flat. You're being tested on your ability to recognize which theory applies to a given scenario, whether that's launching a new product, managing a corporate crisis, or building long-term stakeholder relationships. Understanding these theories means you can justify your strategic recommendations with established principles, not just gut instinct.
These theories cluster around a few core questions: How do organizations and publics influence each other? How does information spread and shape perception? What makes relationships sustainable? Don't just memorize definitions—know what problem each theory solves and when you'd apply it. The strongest exam answers connect theory to practice, showing you understand the mechanism behind effective PR.
These theories focus on the fundamental question of how organizations build and sustain meaningful connections with their publics. The core principle: PR isn't about broadcasting messages—it's about cultivating mutual understanding and trust over time.
Compare: Two-Way Symmetrical Model vs. Relationship Management Theory—both prioritize mutual benefit, but the symmetrical model focuses on communication balance while relationship management emphasizes ongoing trust-building over time. If asked about ideal PR practice, cite the symmetrical model; for long-term stakeholder strategy, lean on relationship management.
These theories zoom out to examine how organizations function within larger environments. The core principle: organizations don't operate in isolation—they're constantly exchanging information and influence with external forces.
Compare: Systems Theory vs. Excellence Theory—Systems Theory describes how organizations interact with environments, while Excellence Theory prescribes what makes PR functions effective within that system. Use Systems Theory to explain environmental dynamics; use Excellence Theory to argue for PR's strategic value.
These theories help PR professionals understand that "the public" isn't monolithic. The core principle: different groups require different strategies based on their awareness, involvement, and adoption patterns.
Compare: Situational Theory vs. Diffusion of Innovations—both segment audiences, but Situational Theory categorizes by issue engagement while Diffusion focuses on adoption readiness for new ideas. Use Situational Theory for issue-based campaigns; use Diffusion for product launches or organizational change initiatives.
These theories explain how PR professionals can shape public perception through strategic media engagement and message design. The core principle: it's not just what you say—it's what gets covered and how it's presented.
Compare: Agenda-Setting vs. Framing Theory—Agenda-Setting addresses whether an issue gets attention, while Framing addresses how that issue is interpreted once it has attention. In practice, PR professionals use media relations to set agendas and message construction to control frames.
Crisis situations demand specialized approaches that draw on multiple theoretical foundations. The core principle: crisis communication isn't improvised—it follows predictable patterns that can be planned for.
Compare: Crisis Communication Theory vs. Relationship Management Theory—strong pre-crisis relationships (built through relationship management) provide reputational reserves that help organizations weather crises. Crisis theory provides the tactical playbook; relationship theory builds the goodwill that makes recovery possible.
| Concept | Best Examples |
|---|---|
| Dialogue and mutual influence | Two-Way Symmetrical Model, Social Exchange Theory |
| Long-term stakeholder relationships | Relationship Management Theory, Social Exchange Theory |
| Organizational environment interaction | Systems Theory, Excellence Theory |
| Audience segmentation | Situational Theory of Publics, Diffusion of Innovations |
| Media influence on perception | Agenda-Setting Theory, Framing Theory |
| Message construction strategy | Framing Theory, Diffusion of Innovations |
| Crisis response | Crisis Communication Theory |
| Best practice benchmarks | Excellence Theory, Two-Way Symmetrical Model |
Which two theories both emphasize mutual benefit but differ in their focus on communication balance versus trust-building over time?
A client is launching an innovative product and wants to accelerate adoption. Which theory provides a framework for identifying and targeting opinion leaders, and what are the five stages of adoption it describes?
Compare and contrast Agenda-Setting Theory and Framing Theory. If you've successfully secured media coverage for an issue, which theory guides your next strategic concern?
An organization faces a crisis where public blame is unclear. Which theory helps match your response strategy to the level of responsibility attributed to your organization?
Your client wants to segment their stakeholders for an advocacy campaign on a regulatory issue. Which theory classifies publics by their awareness and involvement, and what are the three categories it identifies?