Public Relations Theory in Practice: Strategic Applications for Professionals

Grounded in robust and tested theories, strategic insights empower public relations professionals to drive significant change in stakeholder attitudes and behaviors. The overview highlights practical applications—from audience segmentation and research planning to messaging and leadership counseling—that foster impactful strategies. 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.