In order to understand the theoretical practices of Public Relations, once must first consider, what is a theory?
Is a theory merely something we believe to be untrue? Something that can not be proven? A conspiracy based on one’s beliefs?
The word net website (wordnetweb.princeton.edu/perl/webwn) defines theory ” as a belief that can guide behavior ”
If we apply this to the field of Public Relations, a theory is a belief that can aid a practitioner to a successful campaign.
However, in order to do so, the practitioner must take an array of vital aspects by into consideration when developing their campaign, such as the aim , who they are targeting, and how the message they are trying to portray will be most effective.
Personally, I believe it would be interesting to see how Public Relations theories have developed and changed over time, with the development of technology and communication, especially in the last couple of years. Technology right now is the key element to Public Relations, and how it currently applies to technology is a topic of interest. This seems quite repetitive but as PR practitioners we can not stress enough how important it is to maintain on top of this forever growing phenomena.
At this point of time, the thought of trying to understand and differ all the various theories listed in the textbook Public Relations ; An introduction to theory & practice, as well as those that we discuss during class seems highly overwhelming. To try to analyse each theory and decide which would be the most suitable for differing events and campaigns, in this point in time, appears to be a lot to take in, but I hope that with time, a lot of patience, as well as discussion with those in my classes, that slowly this will become clearer and easier to break down and apply to my work.