ch 5 Public Relations Theory and Media Theories

A set of flashcards summarizing key concepts from a lecture on Public Relations theory and media theories.

What field is considered younger compared to communication theory in the context of PR?

Public Relations theory.

What are the three basic ways to get people to do what you want?

Power, patronage, and persuasion.

What does the critical approach in PR examine?

Sources of power and control in an organization.

What is the role of personal persuaders?

Individuals and organizations that can use leverage to influence others.

How do impersonal persuaders differ from personal persuaders?

Impersonal persuaders include ads and editorials, whereas personal persuaders are individuals who can leverage influence.

What is propaganda and its potential use?

Propaganda is not necessarily negative and can be used to change attitudes and behavior constructively.

According to Lasswell's theory, what are the elements to consider in communication?

Who says what in which channels to whom and what effect.

What element of Lasswell's theory refers to the origin of the message?

The source.

What is one factor that can increase message learning according to media theories?

Repetition and consistency of messages.

What must occur before a receiver can fashion a response to a message?

Comprehension and acceptance of the messages.

What is Maslow's hierarchy of needs and its relation to media messages?

Messages should appeal to audience needs such as physical, safety, love, self-esteem, and self-actualization.