Theoretical Approach to PR Free Essay Example, 1500 words

It is evidently clear from the discussion that the need for a theoretical framework to consolidate the principles of PR, facilitate the exchange of information and help actors and practitioners agree on best practices is perhaps the best indication that PR has grown by leaps and bounds as a field of study and practice. According to Johnston and Zanawi, theories in PR help conceptualize what it is, how it works and what its effects are. They provide a new approach to understanding PR. Establishment of theories in PR is highly inclined towards communication theories as this is an integral part of PR. Some of the theories put forward in PR include systems theory, situational or concept of the public theory, structural functionalism, persuasion theory, cultural relations theory, rhetorical theory and symmetrical/excellence theory. According to Grunig, most of the theories put forth in PR are only middle-range and can be found integrated into general theories such as excellence theory. The excellence theory of PR was developed from many years of study in PR best practices and incorporates concepts such as the theory of public, strategic management, ethics, employee communication and social responsibility among others. We will write a custom essay sample on Theoretical Approach to PR or any topic specifically for you Only $17.96 $11.86/page In this regard, PR involves symmetric communication with the public to establish quality and long-term relations.