Public Relations Theory in Practice

<p><b>There is nothing more real than theory.</b></p><p>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 <b>theory</b> that is well-reasoned and tested not just informed guesses and clever tactics.</p><p>This book is an overview of theories that are relevant to a <b>strategic practice</b> 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.</p>