A General Paradigm for Public Relations Research.

Autor/in	Whitcomb, Debra
Titel	A General Paradigm for Public Relations Research.
Quelle	(1976), (32 Seiten) PDF als Volltext kostenfreie Datei Verfügbarkeit
Dokumenttyp	gedruckt; online; Monographie
Schlagwörter	Communication (Thought Transfer); Evaluation; Information Theory; Organizational Communication; Public Relations; Publicize; Research; Theories + Suchen Sie Ihr Suchwort? Communication; thought; Kommunikation; Gedanke; Evaluierung; Informationstheorie; Public relation work; Öffentlichkeitsarbeit; Forschung; Theory; Theorie
Abstract	Grunig's decision-situation model is proposed as a comprehensive framework under which various public-relations-related theories may be subsumed. The decision-situation model postulates three dimensions which, taken together, may predict the course of communication behavior: level of involvement, problem recognition, and structural constraints. Grunig and others draw upon a coorientation model to evaluate traditional public relations practices. As with the decision-situation model, many of the more empirical studies of external communication can be incorporated into the coorientation constructs. Ideally, the decision-situation model and coorientation model should work together: the former to prescribe the scope and direction of a public relations campaign and the latter to evaluate its success. In conclusion, the decision-situation model was found to serve two functions: by identifying those segments of the population most likely to benefit from promotional activities, it can improve the efficiency of public relations campaigns and, by providing a general paradigm for future research in external communications, it represents a first step toward professionalization of the public relations industry. (Author/AA)
Erfasst von	ERIC (Education Resources Information Center), Washington, DC