PR 660 Lecture Notes - Lecture 34: Psychographic, Social Capital, Presupposition

• School: Ball State University
• Department: Public Relations
• Course: PR 660
• Professor: Becky McDonald

Document Summary

There isn t a lot of public affair theory but the theories that exist suggest a starting point for theoretical discussion in this topic. These theories touch on these public affairs concepts and functions: Social capital as a measure of effective relationships. This theory advances the theory of public opinion because it defined publics and the opinions of them as a behavior of communication. This approach helps to explain how pr can more strategically categorize publics. Publics are defined by purposive and active communication behavior that serves as a tool for solving problems. Situational theory is based on three independent variables and influence on behaviors of information seeking: Problem recognition: people see something that should have been done about something and stop and think about what to do. Constraint recognition: people think there are obstacles in a situation that limit the ability to do anything about something. Level of involvement: the extent of where people connect themselves to something/situation.