Theories

Question 1

Contingency Theory

Answer 1

There is a continuum between accommodation and advocacy. There is never a balance between the two, every relationship falls on the continuum

Question 2

Situational Theory of Publics

Answer 2

Factors contribute to creating active publics based on their situation. First is awareness (problem recognition) second is how the issue effects you (constraint recognition) and the third step is the ability to do something (the level of involvement)

Question 3

Relationship Management Theory

Answer 3

Relationships are crucial and must be mutually beneficial. Communication strengthens relationships

Question 4

Situational Crisis Theory

Answer 4

Crisis response strategies vary depending on the threat. Protects an organizations reputation. Puts he focus on the problem, not the company.

Question 5

Systems Theory

Answer 5

Organizations are not alone. What happens to or with an organization effects others(customers, stakeholders, employees & gov regulators). PR monitors it in an open or closed system

Question 6

Agenda Building Theory

Answer 6

Organization based. They build agenda through information dissemination. Reaching publics with transparency.

Question 7

Agenda Setting Theory

Answer 7

News media sets agenda to focus attentions get key public issues. Mostly in political cases.

Question 8

Indirect Effects Theory

Answer 8

Media can have effects on people, but the message is “filtered”

Question 9

Limited Effects Theory

Answer 9

Media gave little effect because factors mitigate the message. Media is not as powerful as it was once thought.

Question 10

Framing Theory

Answer 10

Communication source defines and constructs any piece of information. We all bring our own frames to our communication. Choice of words, how we depict ourselves and organization.

Question 11

Media Uses & Gratification Theory

Answer 11

People use media for their own needs, such as finding info to make purchases. From the audiences point of view.

Question 12

Two-Step Flow Theory

Answer 12

Individuals called opinion leaders can have an effect on their followers. Oversimplifies the complexity of communication and influence.

Question 13

Multi-Step Flow Theory

Answer 13

They are many individuals who can serve to influence opinion leaders.

Question 14

Social Learning Theory

Answer 14

People use information processing to explain and predict behavior. We learn from other people’s mistakes.

Question 15

Elaborated Likelihood Model

Answer 15

When people make decisions based on involvement. Some messages contain a lot of info, some only associate negative/positive attributes

Question 16

Cognitive Dissonance

Answer 16

Media messages are more effective when they do not threaten established values and beliefs.

Question 17

Diffusion Theory

Answer 17

People make decisions or accept ideas following ordered steps: awareness, interest, trial, evaluation & adoption (or knowledge, persuasion, decision, implementation & confrontation)

Question 18

Models of PR

Answer 18

Press Agentry-public info flows one way from organization to publics. Uses persuasion to achieve goals.
Public Info- info flows one way from organization to publics. Dissemination of info, not persuasive.
Two-Way Asymmetrical- two way communication between an organization and it’s publics. Uses scientific persuasion, benefits organization and not the public
Two Way Symmetrical- two way flow of communication between an organization and it’s publics. Seeks to build mutual understanding.

Question 19

Excellence theory

Answer 19

A balanced relationship between organizations and it’s publics. Each sides put in what they want to get out of the relationship, which is usually a lot. Balance can be achieved.