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Negative public relations, also called dark public relations (DPR), 'black hat PR' and in some earlier writing "Black PR", is a process of destroying the target's reputation and/or corporate identity. The objective in DPR is to discredit someone else, who may pose a threat to the client's business or be a political rival.
Crystallizing Public Opinion is a book written by Edward Bernays and published in 1923. It is perhaps the first book to define and explain the field of public relations. [1] Bernays defines the counsel on public relations, as, more than a press agent, someone who can create a useful symbolic linkage among the masses.
The Excellence theory is a general theory of public relations that “specifies how public relations makes organizations more effective, how it is organized and managed when it contributes most to organizational effectiveness, the conditions in organizations and their environments that make organizations more effective, and how the monetary value of public relations can be determined”. [1]
In his 1984 textbook, Managing Public Relations, and in a number of studies published before and after the textbook, Grunig further developed the theory from an explanation of individual communication behavior to a theory of publics-based in part on John Dewey's book, The Public and Its Problems.
The following is a list of public relations, propaganda, and marketing campaigns orchestrated by Edward Bernays (22 November 1891 – 9 March 1995). Bernays is regarded as the pioneer of public relations. His influence radically changed the persuasion tactics used in campaign advertising and political campaigns. Bernays was the nephew of ...
Opposed to the normative nature of the excellence theory, the contingency approach posits that "true" excellence should instead facilitate public relations to pick the most appropriate strategies which best meet the current need of the organization and its publics at any given point in time, and that antecedent, mediating, and moderating ...