Public Relations Theories
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Public Relations Theories.

Riverplate is bringing you this series of pages on the theme of public relations as a service to our customers, the business owner. We understand that the more information that is made available to businesses to market using the most current technologies and avenues the better chance they have of being successful. The services we provide (Pick and Pack in Southern California, Nationwide Trucking, and fulfillment in California...to name a couple) could not be done without our loyal customers. It is because of them that Riverplate continues to grow year after year. Our goal is 100% satisfaction on the work and service we provide to all of our customers.

Public Relations Theories / Keeping Up with New Challenges Through The Use of the Past

Through the years, public relations has evolved from conservative practices to bold public relations implementations that modern PR practitioners use today. The huge changes that have taken place since the 1980s are very much evident to the practice of many organizations.

Public Relations Theories / A List

Many have misunderstood the role of public relations. It has been interchanged to fields of marketing, advertising, sales promotion, and the like. But one should keep in mind that public relations is not only about marketing the company’s brand but building a reputation that can possibly enhance their relationship with their customers on a long-term basis.
Media Theory

Karl Marx popularized this theory. It “tends to emphasize the role of mass media in the reproduction of the status quo, in contrast to liberal pluralists who emphasize the role of the media in promoting freedom of speech.” Simply put, Marxist theories fall in with the conclusion that yes, the media does have an effect on viewers and listeners.

Two-Step Flow Theory

The two-step flow theory was introduced by Paul Lazarsfeld, Bernard Berelson, and Hazel Gaudet in a study which was focused on the process of decision-making during a Presidential election campaign back in a 1944.

Communicationstudent.com describes it as a theory that “divides the flow of media into two distinct groups of people that are key to the flow of information.” The first group is the ‘key people’ or the leaders and the opinion followers are the second group.

Speedylook pitched the two processes on the influence of media on the populace. According to them, the initial step is to have the leader or the key person receive or integrate the information or message delivered by media. After that, the leader will then pass on the message (based on their own understanding) but still in accordance with the actual media content.

Hypodermic Needle Theory

According to The University of Twente, hypodermic needle theory “suggests that the mass media could influence a very large group of people directly and uniformly by ‘shooting’ or ‘injecting’ them with appropriate messages designed to trigger a desired response.”

It was regarded as one of the earliest theories apprehended that mass media was a significant factor. Some scholars once [jokingly] said that this theory graphically suggests that the message is a bullet, fired from the "media gun" into the viewer's "head".

Limited-Effects Theory

In this theory, the media does not have a direct impact on the public. The latter viewed themselves as independent entities thus limiting the power of the media from manipulating and controlling the opinion of the majority.

Paul Lazarsfeld who was then at Princeton University and later became the founder of Columbia University's Bureau for Applied Social Research, worked out the use of sophisticated surveys to measure influence on how people thought and acted.

The result of the study proved the media is not that powerful and influential to individuals. From the name of the theory itself, Limited-Effects, the influence of media is limited.

Public Relations Theories / Changes

Public relations theories have undergone a lot of changes. Although there are many theories that are no longer being used today, those that are not around any longer still serve as a foundation.

Carl H. Botan and Vincent Hazelton, editors of the book titled Public Relation Theory II, wrote: “we feel quite strongly that whatever emerges as public relations theory in the next couple of decades is likely to be fundamentally different from what has gone before in part because it will be more international and intercultural in its assumptions, audiences, and challenges.”

Public Relations Theories / Riverplate Fulfillment

Thank you for visiting the Public Relations Theories page. As a strong supporter of delivering what our customers need, Riverplate is happy to support all of your fulfillment needs. And Riverplate is a full service trucking company as well. Please think of us for your shrink wrap, warehousing, trucking, shipping and all your other order fulfillment needs. This leading southern California Fulfillment House serves all over the country and some international destinations. These are just a few of the locations your San Fernando Valley Fulfillment House, Riverplate serves:

Chatsworth, Bell Gardens, Malibu, Westlake Village, Thousand Oaks, Camarillo, Adelanto, Antelope Valley, Beverly Hills, Beaumont, Northridge, Bellflower, Anaheim, San Diego, Santa Cruz, Palm Springs, Orange, Baldwin Park, Banning, Barstow, Lakewood, Loma Linda, Lucerne Valley, Monrovia, Manhattan Beach, Maywood, Long Beach, Lompoc, Burbank, Coronado, Blythe, Covina, Costa Mesa, Corona, Compton, Commerce, Colton, Coachella, Claremont, Chula Vista, Chino, Cerritos, Carlsbad....and many more.

Learn more about public relations and how it can help your business. Just follow these links:

Public Relations Definition

Public Relations Theory

Public Relations Plan

Public Relations History

Advertising vs Public Relations