PUR 3801 Lecture 2: Module 2 – Theories and Research Lecture
27 May 2018
School
Department
Course
Professor
Module 2 – Theories and Research Lecture
• Excellence Theory
o PR head (like CCO) is important part of top management
o Programs build relationships
o Uses research
o Conducts issues management
• Three Types of organization-public relationships
o Professional – business-like manner, products and services
o Personal – trust in the relationship, investing time and energy
o Community – organization is open and engaging with the community through
engaging and sponsoring community events
• Measuring Relationships
o Control mutuality – the degree to which parties agree on who has the rightful
power to influence one another
o Trust – one party’s level of confidence in and willingness to open oneself to the
other party
o Satisfaction – the extent to which each party feels favorably toward the other
because positive expectations have been reinforced
o Commitment – extent to which each party believes and feels that the relationship
is worth spending energy to maintain and promote
o Exchange relationship – one party gives benefits to the other only because the
other has provided benefits in the past or is expected to do so in the future
o Communal Relationship – both parties provide benefits to the other because they
are concerned for the welfare of the other – even when they get nothing in return
▪ Tends to be more sought after than exchange relationships
• Situational Theory Types of Publics
o Stages of Development and Types of Publics
▪ Nonpublic – Latent – Apathetic – Aware – Active
o The more a public…
▪ Recognizes a situation, perceives it as relevant, and believes they can
make a difference, the more the public will appreciate and participate
find more resources at oneclass.com
find more resources at oneclass.com
