Beginning with the basic premise that public relations can best be understood as a specialized type of communication, the contributors to this volume establish public relations as a vital and viable realm for communication research and theory development. Through the application of communication theories, they attempt to explain and predict public relations practices and then use these practices to develop communication theories. Their discussions fall into three distinct categories: metatheory, theory, and examples of applications of theories. An ideal volume for professionals and students in communication, journalism, and related fields.

part I|131 pages

Issues of Metatheory

chapter 1|13 pages

The Role of Theory in Public Relations

ByVincent Hazleton, Carl H. Botan

chapter 3|22 pages

Persuasion and Public Relations: Two “Ps” in a Pod

ByGerald R. Miller

chapter 5|15 pages

Traditional, Enlightened, and InterpretivePerspectives on Corporate Annual Reporting

ByMichael Smilowitz, Ron Pearson

chapter 6|12 pages

Theory Development in Public Relations

ByCarl H. Botan

part II|107 pages

Issues of Theory

chapter 10|20 pages

Game Theory as a Paradigm for the Public Relations Process

ByPriscilla Murphy

chapter 11|10 pages

Theoretical Models for Public Relations Campaigns

ByJames K. VanLeuven

chapter 12|17 pages

Expanding Psychographic Concepts in Public Relations: The Composite Audience Profile

ByJoseph C. Scott, Dan O'Hair

chapter 13|19 pages

The Theory of Psychological Type Congruence in Public Relations and Persuasion

ByCarolyn Garrett Cline, Michael H. McBride, Randy E. Miller

part III|94 pages

Issues of Application

chapter 14|21 pages

The Coorientation Model and Consultant Roles

ByDonald J. Johnson

chapter 19|12 pages

Application of a Generalized Persuasion Model to Public Relations Research

ByPeter K. Hamilton