Handout KOM116 THEORETICAL BASIS OF PR

THEORETICAL BASIS FOR PR
Pengantar Public Relations – KOM 116
Program Studi Ilmu Komunikasi
Dosen Pengampu

Prida Ariani Ambar Astuti, S.Sos., M.Si.

Theories of Relationships

Theories of Cognition & Behavior

Theories of Mass Communication
(Lattimore, Baskin, Heiman & Toth, 2009)

Theories of Relationships
Systems Theory
• Evaluates relationships & structure as they relate
to the whole

Situational Theory
• Situations define relationships

Approaches to conflict resolution
• Separating people from the problem; focusing on
interests, not positions; inventing options for
mutual gain; insisting on objective criteria

PR as an Organizational Subsystem

Environment

Organizational

Public Relations
Subsystem

Managerial
Subsystem

The PR System
Publics

Environment

PR
Profession
PR
Practice
PR
Process

Theories of Cognition & Behavior (1)
Action Assembly Theory
• Understanding behavior by understanding how people
think

Social Exchange Theory
• Predicting behavior based on perceived rewards &
costs

Diffusion Theory
• People adopt an important idea or innovation after

going through 5 discrete steps: awareness, interest,
evaluation, trial & adoption

Theories of Cognition & Behavior (2)

Social Learning Theory
• People use information processing to
explain & predict behavior

Elaborated Likelihood Model
• Suggests decision making is
influenced through repetition,
rewards & credible spokespersons

Theories of Mass Communication
Uses & Gratification Theory
• People are active users of media and
select media based on its gratification for
them

Agenda Setting Theory
• Suggests that media content that people
read, see, and listen to set the agenda for
society’s discussion & interaction

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