Public Relations Theory in Practice: Strategic Applications for Professionals

There is nothing more real than theory.

Today’s public relations professionals need to account to management and clients for whether they have caused stakeholders to make meaningful change in their attitudes and behaviors that match organizational objectives. This requires strategy based on established theory that is well-reasoned and tested, not just informed guesses and clever tactics.

This book is an overview of theories that are relevant to a strategic practice of public relations. Brief theory explanations are followed by specific strategic applications in everything from segmenting publics, to planning research, to strategic messaging, to setting campaign objectives, and counseling organizational leadership. A public relations professional who understands and applies theory will be more strategic.

Dr. Timothy Penning, PhD, APR, Fellow PRSA, is a tenured Full Professor in the School of Communication at Grand Valley State University in Allendale, Michigan and a member of the Arthur W. Page Society. A former journalist and public relations professional, he now teaches undergraduate and graduate courses in public relations writing, management, ethics and law, and communication management. He is the author of several public relations textbooks as well as book chapters and numerous journal articles, and he writes a blog about issues in the public relations profession.