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.
Author(s): Timothy Penning
194 Pages
Business & Economics, Public Relations
Description
Book Synopsis
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.
Review Quotes
In Public Relations Theory in Practice, Penning does an excellent job providing an overview of the major theories applicable to public relations in easy-to-understand language. I am impressed with the breadth of theories that are addressed. The book would be a valuable resource for an undergraduate theory course or as a resource for graduate students when they are seeking theories for a specific study. It also would be a good resource for practitioners preparing for the accreditation exam (APR). -Marlene S. Neill, PhD, APR, Fellow PRSA, Professor & Graduate Program Director, Senior Research Fellow, Arthur W. Page Center, Baylor University Department of Journalism, Public Relations & New Media
Public Relations Theory in Practice bridges the gap between academic theory and real-world application, equipping you with the knowledge to move beyond instinct and guesswork. Penning delves into communication, media, persuasion and ethical theories, demonstrating how they can be strategically applied to every aspect of public relations. From understanding audiences to evaluating results, you'll learn to craft campaigns with a theoretical foundation, ensuring effectiveness and achieving organizational goals. This book is a valuable source of insight and guidance for communicators at all levels. -Eliot Mizrachi, VP, Strategy and Content, Arthur W. Page Society
Dimensions (Overall): 9.0 Inches (H) x 6.0 Inches (W) x .42 Inches (D)
Weight: .59 Pounds
Suggested Age: 22 Years and Up
Number of Pages: 194
Genre: Business & Economics
Sub-Genre: Public Relations
Publisher: Business Expert Press
Format: Paperback
Author: Timothy Penning
Language: English
Street Date: June 2, 2025
TCIN: 1004664306
UPC: 9781637428290
Item Number (DPCI): 247-00-9405
Origin: Made in the USA or Imported
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Estimated ship dimensions: 0.42 inches length x 6 inches width x 9 inches height
Estimated ship weight: 0.59 pounds
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