There is nothing more real than theory. Today's public relations professionals need to account to management and clients for whether they have caused stakeholders to make meaningful change in their attitudes and behaviors that match organizational objectives. This requires strategy based on established theory that is well-reasoned and tested, not just informed guesses and clever tactics. This book is an overview of theories that are relevant to a strategic practice of public relations. Brief theory explanations are followed by specific strategic applications in everything from segmenting publics, to planning research, to strategic messaging, to setting campaign objectives, and counseling organizational leadership. A public relations professional who understands and applies theory will be more strategic.
"Public Relations Theory in Practice bridges the gap between academic theory and real-world application, equipping you with the knowledge to move beyond instinct and guesswork. Penning delves into communication, media, persuasion and ethical theories, demonstrating how they can be strategically applied to every aspect of public relations. From understanding audiences to evaluating results, you'll
Eliot Mizrachi, VP, Strategy and Content, Arthur W. Page Society
