MODULE-2

Theoretical basis for Public Relations

1. THEORIES OF RELATIONSHIP
2. THEORIES OF SOCIAL INFLUENCE
3. THEORIES OF MASS COMMUNICATION
 THEORIES OF RELATIONSHIP

Theories of Relationships are

1. Systems Theory –
2. Situational Theory –
EX: Education University is considered as system
 Theories of Persuasion and Social Influence

1. Social Exchange Theory –

2. Diffusion Theory –
3. Social Learning Theory –
4. Elaborated Likelihood Theory -
Reebok company communicates about Run easy athletic shoes with its
more rewards & benefits to build relationship with customers