There is nothing more real than theory. Today's public relations professionals need to account to management and clients for whether they have caused stakeholders to make meaningful change in their attitudes and behaviors that match organizational objectives. This requires strategy based on established theory that is well-reasoned and tested, not just informed guesses and clever tactics. This book is an overview of theories that are relevant to a strategic practice of public relations. Brief theory explanations are followed by specific strategic applications in everything from segmenting publics, to planning research, to strategic messaging, to setting campaign objectives, and counseling organizational leadership. A public relations professional who understands and applies theory will be more strategic.
Dr. Timothy Penning, PhD, APR, Fellow PRSA, is a tenured Full Professor in the School of Communication at Grand Valley State University in Allendale, Michigan and a member of the Arthur W. Page Society. A former journalist and public relations professional, he now teaches undergraduate and graduate courses in public relations writing, management, ethics and law, and communication management. He is the author of several public relations textbooks as well as book chapters and numerous journal articles, and he writes a blog about issues in the public relations profession.
"In Public Relations Theory in Practice, Penning does an excellent job providing an overview of the major theories applicable to public relations in easy-to-understand language. I am impressed with the breadth of theories that are addressed. The book would be a valuable resource for an undergraduate theory course or as a resource for graduate students when they are seeking theories for a specific study. It also would be a good resource for practitioners preparing for the accreditation exam (APR)." - Marlene S. Neill, PhD, APR, Fellow PRSA, Professor & Graduate Program Director, Senior Research Fellow, Arthur W. Page Center, Baylor University Department of Journalism, Public Relations & New Media "Public Relations Theory in Practice bridges the gap between academic theory and real-world application, equipping you with the knowledge to move beyond instinct and guesswork. Penning delves into communication, media, persuasion and ethical theories, demonstrating how they can be strategically applied to every aspect of public relations. From understanding audiences to evaluating results, you'll learn to craft campaigns with a theoretical foundation, ensuring effectiveness and achieving organizational goals. This book is a valuable source of insight and guidance for communicators at all levels." - Eliot Mizrachi, VP, Strategy and Content, Arthur W. Page Society
