The Context of Theories OR Theoretical Contexts

Why is it important to understand theories? I mean, theories are often quite commonsensical to begin with, occasionally convoluted, and always pretty boring. Well, at least from a student's point of view, I suppose.

However, having a good knowledge of academic theories provides one with a solid foundation upon which to build a more meaningful understanding and practical relationship with a subject. In this case, Public Relations.

Originally, theorists of public relations drew their understanding and inspiration from psychology, sociology, social science and management fields and, most obviously, the realm of communications. A PR practitioner is, after all, at the core of it all, a communicator.

The above areas of understanding all contribute in many ways to the understanding of public relations. For example, psychology allows a practitioner to understand the cognitive behaviours and attitudes of people they may wish to target in their messages. By understanding their target audiences, PR practitioners can more effectively communicate with them. Sociology and the study of the social sciences helps a PR practitioner understand their target audiences as a group (as opposed to the more personal or individual perspective that psychology may give). As PR practitioners usually have to communicate with the public as groups or a whole, understanding human behaviours in social networks and situations also allows for more effective communication. And as PR practitioners have to work together with other practitioners within an organisation as well as with their clients, the understanding of organisational management is key in helping a practitioner communicate well with each other and with their clients.

Need I elaborate on how important the understanding of comminication is to a PR practitioner? ;D

However, as Public Relations has grown into a field of its own, it no longer needs to borrow solely from other diciplines. PR now has theories of its own that are specific to this field of study.

These theories are made of various fields of understanding that include: systems theories like cybernetics, requisite variety, and boundary spanning; communication theories such as information transmission models, persuasion, attitude vis-a-vis behaviour change, source credibility, 2-step and multi-step flow, emotional appeals, coorienttion theory, agenda setting, and framing. Together they create the framework upon wich to build public relations theories.

The PR theories mentioned in the course text include: the excellence theory, Grunigand Hunt's 4 models and variations to it, situational theory of publics, and relationship management. From these theories, a purer and deeper understanding of public relations can be had.

Of course, all theories are subject to an individual's perspective of it. Different people may view the same thing or concept differently. And especially in different ultural settings, one culture may view something differently from another culture. An example may be of multi-national corporations employing different market strategies, promotions, and advertising for the different countries they are situated in. A good MNC will not employ the same strategies and advertising images and concepts for both its western (home) country and an international branch in, say, an asian or islamic country.

These issues highlight the importance of theoretical understanding, and the role it plays in effective public relations.