Introducing companies A and B….
Scenario A: A small businesscreates an expensive advertising campaign to sell a brand of tennis shoe. Company A invests a whole bunch of money in print and online ads, in addition to holding a series of events (nightlife) around town to introduce these shoes.
Results: Company A makes enough money to break even that year.
Scenario B: Another small business in the same small town, yes, is selling similar tennis shoes. Like in Scenario A, Company B invests money into a campaign that would advertise their products in online and print ads. Unlike Company A, though, this company actually does their research on their target population. Then, it sets up a booth at high school athletic events, in addition to holding athletic events around town focused on young people in which the shoes’ are promoted.
Results: Company B makes over a million dollars in just the first year AND lands one of its first major endorsement deals with a former gold medal Olympian!
MORE IMPORTANTLY, the company has the opportunity to place the shoe in a high traffic area—a shoe store that sits on a highly visible boardwalk of some seaside, touristy town.
…The difference in the two scenarios—Company B has a basic understanding of communications theory.
Like most theories in academia, communication theory simply explains the way a phenomena is manifested in our everyday living, in this case communications among populations. More significantly, these theories help professionals look for and establish patterns in behavior for a number of purposes.
Also, the role of communication theory in public relations is to explain not only the way in which businesses relate to their publics but to also explain how, and if, these publics have been persuaded. Furthermore, communications theory pretty much can help public relations professionals better serve their publics by establishing proactive steps or campaigns of persuasion.
Communications theory encompasses some of the most popular modes of thought in public relations.
Probably, the most popular communication model, though, was created by….
Well, because one of the foundations of public relations is to develop relationships with publics, communications theory explains the various types of relationships that organizations might have with their publics all for the purpose of helping organizations inform, persuade and build relationships between or among populations to achieve a given goal.
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