What's the best PR theory for your next project?

1 Excellence theory

Excellence theory is one of the most influential and comprehensive PR theories. It was developed by James Grunig and his colleagues based on extensive research and case studies. Excellence theory proposes that PR should be a strategic management function that aligns the organization's goals and values with the needs and expectations of its publics. It also suggests that PR should use two-way symmetrical communication, which means engaging in dialogue and mutual understanding with the publics, rather than one-way persuasive or manipulative communication. Excellence theory can help you achieve long-term relationships and outcomes with your publics, as well as organizational effectiveness and social responsibility.

2 Situational theory

Situational theory is another popular PR theory that focuses on how publics form and behave in different situations. It was developed by Glen Broom and David Dozier based on the assumption that publics are not static or homogeneous, but rather dynamic and diverse. Situational theory identifies three main factors that influence how publics respond to an issue or problem: problem recognition, constraint recognition, and involvement. Problem recognition refers to how aware and concerned the public is about the issue. Constraint recognition refers to how capable and willing the public is to act on the issue. Involvement refers to how relevant and important the issue is to the public. Situational theory can help you segment and target your publics based on their level of awareness, motivation, and action, as well as tailor your messages and strategies accordingly.

3 Agenda-setting theory

Agenda-setting theory is a PR theory that examines the relationship between the media and the public opinion. It was developed by Maxwell McCombs and Donald Shaw based on the idea that the media does not tell the public what to think, but rather what to think about. Agenda-setting theory suggests that the media can influence the salience and prominence of certain topics, issues, or attributes in the public agenda, by selecting, framing, and emphasizing them in their coverage. Agenda-setting theory can help you understand and shape the public perception and attitude toward your organization, as well as identify and monitor the key issues and trends that affect your industry and stakeholders.

4 Framing theory

Framing theory is a PR theory that explores how messages are constructed and interpreted in different ways. It was developed by Erving Goffman and Robert Entman based on the notion that communication is not neutral or objective, but rather influenced by the context, perspective, and purpose of the sender and receiver. Framing theory proposes that messages can highlight or downplay certain aspects or elements of an issue or event, by using specific words, images, symbols, or narratives. Framing theory can help you craft and deliver your messages in a way that resonates with your publics, as well as anticipate and respond to alternative or opposing frames that may challenge or contradict your position.

5 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?