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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.
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 ...
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.
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 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]
Public relations can facilitate dialogue by establishing channels and procedures for dialogic communication. [2] Dialogic theory argues that organizations should be willing to interact with publics in honest and ethical ways in order to create effective organization-public communication channels.
First presented in their 1988 book Manufacturing Consent: The Political Economy of the Mass Media, the propaganda model views corporate media as businesses interested in the sale of a product—readers and audiences—to other businesses (advertisers) rather than the pursuit of quality journalism in service of the public.
The theory presented in "Communication Theory as a Field" has become the basis of the book "Theorizing Communication" which Craig co-edited with Heidi Muller, [14] as well as being adopted by several other communication theory textbooks as a new framework for understanding the field of communication theory. [15] [16] [17] [18]
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