Chap. 3 – Theories and
Methods
Global Public Relations
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What good is a theory?
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Describe, explain and predict cause/effect
relationships
In communication: no absolutes, but useful central
tendencies
International PR encompasses theories at all levels
of communication from intrapersonal through
international mass communication
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Four basic categories in PR
articles
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Theoretically based
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Case studies
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Based on theory or practice principles
Country studies
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Often borrowed from other disciplines
Growing library but ongoing need
“Think pieces”
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Essays reserved for established scholars
3
Evolutionary models
(Grunig & Hunt)
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Press agentry
Public information
2-way asymmetric
2 way symmetric
}
1- way models
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For example: Lee (2004)
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Based on premise that 2-way symmetric
model allows for changes in either
organization or public (or both)
Her study sought factors affecting org.
image among Hong Kong consumers
Survey results show need to focus on
public to enhance org. reputation (2-way
symmetric model)
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Most communication theories
are western- (esp. U.S.-) based
Selective Perception
Schema
Propaganda
Bullet
Symmetry
Congruiy
Gatekeeping
Source Credibility
Fear Appeals
Innoculation
Two-step Flow
Diffusion
Agenda Setting
Knowledge-gap
Limited Effects
Cultivation
Spiral of Silence
Uses and Gratifications
Theories of the Press
Agents of Power
Media Richness
Risk of assuming theories hold up in other cultural contexts!
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Example – Van Leuven (1996)
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Examined Singapore and Malaysia
Identified 3-phase development model
instead of U.S.-spawned Grunig-Hunt
models
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Nation-building
Market development
Regional interdependence
Also applied to African studies
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PR Functional Roles
(Broom and Smith)
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Expert prescriber
Communication
facilitator
Problem-solving
process facilitator
Communication
technician
}
Management
functions
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Excellence Theory
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Involvement of PR in
strategic management
PR in the dominant
coalition
Integrated PR function
PR as separate
management function
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Senior management
role
2-way symmetric model
Symmetric internal
communication
Professional staff
Organization mirrors
external diversity
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Van Leuven and Pratt’s
proposals
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Potential for theory development
Explore relationships between:
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Economic development and use of mass media
Market development and persuasion as campaign aim
Government stability and tolerance for dissent
Government stability and attention to public opinion
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Public Diplomacy and
Evolutionary Models
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Freitag used Peru to find links
Grunig-Hunt Models
Public Diplomacy Models
Press agentry
Propaganda
Public information
Self-portrayal
2-way asymmetric
Information
2-way symmetric
Dialogue
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Challenges to International PR
Research
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Language
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Culture
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Some methods inappropriate
Fit
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Including shared meaning
Familiar methods may not work well
Expense/time
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Disadvantages and potential for bias favoring
scholars in developing nation
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Survey Considerations
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Sampling challenges
Survey instrument crafting
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Translation
Cultural sensitivities
Computer access
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Content Analysis Issues
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Access to materials
Legitimacy of comparisons across borders
and cultures
Coder skill and ability levels
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Suitable Qualitative Methods
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Focus groups
In-depth interviews
Participant-observer
Historical
Case study
Country study
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Country Study Model (Zaharna)
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Descriptive categories
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Political
Economic
Mass media
Infrastructures (education, transportation,
etc.)
Legal
Social
Cultural
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