Public Relations Theory Capabilities and Competencies

Winner of the 2021 National Communication Association PRIDE award in the 'Outstanding Textbook' category!

Explore a wide range of theoretical frameworks and themes for public relations in this comprehensive and authoritative work

Public Relations Theory: Capabilities and Competencies is a comprehensive overview of the major theoretical perspectives in public relations, considering the evolution, diversification and merger of approaches that have been spurred by rapid changes in society, cultural boundaries, technology, and media environments. Authors Jae-Hwa Shin and Robert Heath explain both organizational and social theories of public relations, including cases and challenges to help students bring theory and research to bear on solving the daily challenges of public relations practice.

Rather than advocate in favor of a particular theoretical view or position, Public Relations Theory: Capabilities and Competencies covers a broad range of theoretical perspectives and themes in public relations, including:

• An examination of excellence theory, contingency theory, rhetorical theory, and critical theory as these perspectives apply to public relations
• Issues management, crisis management, risk management and conflict management with respect to public relations
• Combining theory and practice for conceptualization and strategic execution of robust public relations programs and campaigns
• The importance of public relations ethics to serve the public good
• How to define "the public" or "relationships" in the field of public relations

The book closes with discussion of emerging topics and the recent transformation of public relations theory to take diversity, technology, and global identity into account and offers insight into future direction.

This book is perfect for upper level undergraduate and graduate students of public relations in journalism and communication. It will also be useful for public relations practitioners who hope to improve their understanding of the theoretical background and principles of their work and serve as an excellent reference for doctoral students and researchers in the area.

About the Authors vii

Acknowledgments ix

Introduction xi

1 Public Relations: Socially Responsible or Work of the Devil 1

2 Role of Theory: Affirming and Advancing Professional Practice 27

3 Excellence Theory: Public Relations as Strategic Communication Management 55

4 Contingency Theory: Strategic Conflict Management 83

5 Rhetorical Theory: Shared Empowerment Through Discourse 115

6 Critical Theory: Critiquing Discourse Processes, Meaning, and Power 143

7 Issues, Crisis, and Risk Communication and Management 173

8 Public Relations and Measurement Challenges 201

9 Public Relations and Ethical Challenges: Being a Saint, Not a Sinner 223

10 Publics, Stakeholders, and Other Voices 249

11 Public Relations and Relationships 275

12 The Role of Public Relations Professionals and Leadership Challenges 301

13 Current Trends and Issues in Building Public Relations Theories 339

Index 369

JAE-HWA SHIN, PHD, is Professor in the School of Communication, University of Southern Mississippi. She is currently serving on the editorial board of Journal of Public Relations Research. She is a coauthor of Think Public Relations.

ROBERT L. HEATH, PHD, is Professor Emeritus, University of Houston. He is on editorial boards and reviews for several major journals. He most recently edited The??International Encyclopedia of Strategic Communication and The Handbook of Organizational Rhetoric and Communication.