Game Theory as a Paradigm for the Public Relations Process

This chapter proposes the theory of games as a model for public relations decision-making, particularly where a compromise must be negotiated between the practitioner and one or more publics. The models and methods of game theory are shown to be useful in testing assumptions, establishing norms, and analyzing outcomes for typical public relations situations involving disclosure of information. News-statement timing is analyzed in terms of a noncooperative zero-sum game, the duel; the process of releasing or withholding information from a reporter is modeled as a non-zero sum game. The chapter suggests some additional ways to apply game theory models to theoretical areas, practice, empirical research, and teaching.