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ADV 310 Week 7 Notes

by: natalie stephan

ADV 310 Week 7 Notes Adv 310

natalie stephan
GPA 3.65

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About this Document

In lecture, Prof Yao goes over what a theory is as well as social exchange theory and systems theory
Intro to Public Relations
Mike Yao
Class Notes
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This 3 page Class Notes was uploaded by natalie stephan on Sunday October 9, 2016. The Class Notes belongs to Adv 310 at University of Illinois at Urbana-Champaign taught by Mike Yao in Fall 2016. Since its upload, it has received 8 views.

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Date Created: 10/09/16
ADV 310 Week 7 What is a theory?  Textbook: a prediction of how events and actions are related  Theory: a statement or set of statements that explain( or attempt to explain) a phenomenon of interest o Why do people act the way they do? o Under what conditions will they act the way they do? What is a theory?  Theory is important because o It helps us make better decisions when we are faced with a problem o Theories explain and predict  Different types of theories o Expressed as laws  Physics  Mathematics o Expressed as rules  If a then b o Expressed as maps  System theory o Decision guides  Situational theory PR as mass communication and media studies  Key Questions: o How does PR, through media, influence the society as a whole? o How would our society influence PR practices?  Useful theoretical approaches o All theories about mass communication o Theories about media and culture PR as a sub field of social/behavioral science  Key question: o How does PR work? o The social and psychological process behind PR  Useful theoretical approaches: o Theories about persuasion  In PR, why do we need theory? The more we can use theory, the more we have control over our actions PR as a function of business/organizational management  Key Question: o How to do PR?  Commonly theoretical approaches: o Management theories o Theories about relationship management o Grounded theories (case studies) o Pragmatic approach- any theory that helps me solve the problem will be used Two dominant theoretical perspectives Social exchange theory  Actions in relationships produce rewards and costs o Rewards: pleasurable outcome produced within the relationship o Costs: any negative outcome produced within relationship o Both: can be physical, emotional, social  Overtime all relationships produce a “profit” or a “loss” o Profits = Net income > costs o Loss = Net income < costs  Stability of relationship dependent upon o How consistent profit or loss is in relationship o Availability of alternatives Principles of ethics in PR Social exchange theory  Actions in relationship produce rewards and costs o Overtime all relationships produce a profit or a loss  Why is this theory useful for PR? o Helps explain process by which individuals and groups disconnect with organization  Recall: relationship management o Can be applied to a wide range of relationships  Not just customer/organization  North Korea and US o Reminds us that different types of relationships have different types of rewards/costs o As PR practioners need to be aware of costs and rewards for publics  What costs are there? What rewards?  Consistent cost or reward?  Can we do anything about it? Two dominant theoretical perspectives in PR 1) PR as relationship management 2) PR as organizational function Systems theory  Many systems theories  A general approach to understand human behavior  Many specific systems theories in communication, psychology  A system is any set if distinct parts that interact to form a complex whole (human body, clock, a company)  All systems theories are based on one key idea o Made up of smaller systems o Smaller systems interact and are interconnected  All systems theories try to understand o Changes in one system affect changes in another system  Systems model of organization and environment o Key ideas  Interdependence or organization and systems inside and outside organization  Through systems can be open or closed most are open  External/environmental constraints o Two terms  Dominant coalition  Group of people within organization that makes key decisions  Boundary spanners  PR look inside and outside organization  University of Illinois o Undergraduates-key public  What issues are facing undergraduates  How might that affect and undergraduate, or other publics  What about external environment o When making changes to one part of the system, often causes change to other systems  System shocks PR as propaganda persuasion  Cialdini six principle of persuasion o Reciprocity o Commitment and consistency Social exchange: what keep the relationship stable Systems: factors in the environment


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