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Chap. 3 – Theories and Methods

Global Public Relations

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What good is a theory?

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

Theoretically based Often borrowed from other disciplines

Case studies Based on theory or practice principles

Country studies Growing library but ongoing need

“Think pieces” Essays reserved for established scholars

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Evolutionary models (Grunig & Hunt)

Press agentry Public

information 2-way

asymmetric 2 way

symmetric

} 1- way models

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For example: Lee (2004)

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)

Examined Singapore and Malaysia Identified 3-phase development

model instead of U.S.-spawned Grunig-Hunt models Nation-building Market development Regional interdependence

Also applied to African studies

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PR Functional Roles (Broom and Smith)

Expert prescriber

Communication facilitator

Problem-solving process facilitator

Communication technician

}Management functions

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Excellence Theory

Involvement of PR in strategic management

PR in the dominant coalition

Integrated PR function

PR as separate management function

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

Potential for theory development Explore relationships between:

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

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

Language Including shared meaning

Culture Some methods inappropriate

Fit Familiar methods may not work well

Expense/time Disadvantages and potential for bias

favoring scholars in developing nation

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Survey Considerations

Sampling challenges Survey instrument crafting

Translation Cultural sensitivities Computer access

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Content Analysis Issues

Access to materials Legitimacy of comparisons across

borders and cultures Coder skill and ability levels

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Suitable Qualitative Methods

Focus groups In-depth interviews Participant-observer Historical Case study Country study

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Country Study Model (Zaharna)

Descriptive categories Political Economic Mass media Infrastructures (education,

transportation, etc.) Legal Social Cultural