KMS PR

Framing theory

How information is presented (the "frame") influences interpretation.

Agenda-Setting Theory

Media influence which issues people view as important.

Social Exchange Theory

People act when perceived rewards outweigh perceived costs.

Two-Step Flow Theory

Messages move from media to opinion leaders, then to the broader public.

Inoculation Theory

Weak counterarguments and refutations build resistance to stronger attacks.

Spiral of Silence

People may stay silent when they believe their view is in the minority.

Systems Theory

Organizations exist within an environment of interdependent stakeholders.

Open Systems

Organizations seek outside information and adapt based on feedback.

According to Excellence Theory, what gives PR its greatest influence in an organization?

Access to the dominant coalition - PR is most effective when it has access to senior decision-makers.

Boundary spanning

PR practitioners connect stakeholders and leadership, carrying information both ways.

Active publics

High problem recognition, high involvement, and low perceived constraints.

Constraint recognition

Whether people feel capable of acting or see barriers that prevent action.

Ethos

An appeal based on the credibility, character, and reliability of the speaker.

Pathos

An appeal to emotion, often using stories, imagery, and tone.

Logos

An appeal to reason using evidence, data, and logical arguments.

Social Exchange Theory in practice

Increasing benefits and reducing costs encourages participation.

Framing in practice

Re-labeling something negative as something more positive

Opinion leaders

Trusted individuals (journalists, influencers, community leaders) who interpret and relay messages.

Amplifying supportive voices

Sharing testimonials, visible allies, and safe spaces for discussion to break the Spiral of Silence.

What separates excellent PR practice from merely technical PR work?

Using research and stakeholder insight to advise leadership and shape organizational decisions, not just execute tactics.