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Principles of Public Relations (29-360)

Communication Theory

“Press agentry. One-way (information) dissemination focusing on publicity for persuasion/attention.

Public information. One-way (information) dissemination providing information.

Two-way asymmetrical. Two-way (research), which is imbalanced in favor of persuading publics to support the organizations’ interests.

Two-way symmetrical. Two-way (research), which is more balanced in terms of creating mutual understanding; moving equilibrium.”

Bowen, S. A., Martin, T. R., & Rawlins, B. (2012). An overview of the public relations functionBusiness Expert Press.

McCombs, M. (2012). Civic osmosis: The social impact of media. Comunicación y Socieda, 25(1), 7-14

McCornack, S. (1992). Information manipulation theoryCommunication Monographs59(1), 1-16.

Benoit, W. L. (2014). Accounts, excuses, and apologies: Image repair theory and research (2nd ed.). State University of New York Press. 

Kent, M. L., & Taylor, M. (2002). Toward a dialogic theory of public relationsPublic Relations Review28(1), 21-37.

Rawlins, B. L. (2006). Prioritizing stakeholders for public relationsInstitute for Public Relations, 1-14.

Hamilton, P. K. (1992). Grunig's situational theory: A replication, application, and extensionJournal of Public Relations Research4(3), 123-149.

Dennis, A. R., Fuller, R. M., & Valacich, J. S. (2008). Media, tasks, and communication processes: A theory of media synchronicityMIS Quarterly32(3), 575-600.

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