Theory of Public Affairs
Fall 1999 Carl Botan
Office Hours: Office 494-3319
Mon. 10:30-11:30, Wed. 1-2, 2274E BRNG
e-mail Tues. 11-12, cbotan@purdue.edu Home (317) 873-6493
and by appointment.
PURPOSE: To provide a survey of public affairs/issues management and public relations theories and major ethical issues, with an emphasis on international perspectives. The course examines how these theories are related to other areas of the communication discipline with emphasis on organizational, mass, and international communication as well as rhetoric, persuasion and social movements. As a final product each class member will produce a paper developing or critiquing one theoretic perspective.
TEXTS: 1) Botan, C., & Hazleton, V. (1989). Public Relations Theory, indicated by (PRT). Hillsdale NJ: Lawrence Erlbaum. Available at Follett's. 2) Course Pack (no source indicated after the reference). Available at Copy Mat in the Village.
ASSIGNMENTS: Each class member will write three think pieces and one full paper/article, lead two class discussions, and participate in class discussions.
A think piece is a short (approx. 3-7 pp.) discussion of a subject area introduced in the readings or class discussion. These papers might:
1. Evaluate some aspect of course content and its implications.
2. Explain the course content you most disagree/agree with from and why.
3. Explain the thing you most want to alert/inform the class of and why it is important to them.
Class members have wide latitude in determining what they want to discuss and how. There is no "right" or "wrong." Instead, these think pieces provide a chance to more deeply investigate or challenge some aspect of the class material. The emphasis is on originality and rigor of analysis as well as insight into public relations theory and linkages between public relations and other areas of the discipline.
The term project is a piece of original scholarship demonstrating independent analysis. One or more of the think pieces should contribute directly to this project. Grading will be as if the paper had been blind reviewed after submission to a national conference, to Public Relations Review, Public Relations Research, or some other relevant communication journal. This means that, while theoretic insight and originality are primary, relevance to public relations, command of the literature and quality of production are also very important.
Class participation includes joining in informal and think piece discussions as well as guiding two class discussions. Each class member selects two class periods when they will be responsible for guiding discussion of the readings and for bringing in additional outside readings. Preparation for this discussion should contribute to one or more of the synthesis papers and the final project, if possible.
GRADING: Think Piece I 15%
Think Piece II 15%
Think Piece III 15%
Final Project 35%
Participation 20%
Class Presentation I 5%
Class Presentation II 5%
COURSE OUTLINE:
Foundations
Week 1 - 8/25-27 History.
"Perspectives on Public Relations History" Pearson, R. (1990). Public Relations Review, XVI, pp. 27-38.
"Propaganda Gives Birth to a New Nation" in Cutlip, S. (1995). Public Relations History, pp. 17-33.
"The First Public War" in Cutlip, S. (1995). Public Relations History, pp. 121-139.
Week 2 - 9/1-3 Image/Meaning and public communication.
"Introduction" in Boulding, K. (1961). The Image, pp. 3-18.
"On the Effects of Marketing, Media Relations, and Public Relations: Images, Agendas, and Relationships" Grunig, J. (1992). Armbrecht, W., Avenarius, H., and Zabel, U.(Eds.) Image Und PR: Kann Image Gegenstand Einer Public Relations-Wissenschaft Sein?, Westdeutscher Verlag.
"Corporate Image as an Impression Formation Process: Prioritizing Personal, Organizational, and Environmental Audience Factors" Williams, S., & Moffitt, M. (1997). Public Relations Research, 9, 237-258.
"A human Nature Approach to Image and Ethics in International Public Relations" Botan, C. (1993). Public Relations Research, 5, 71-81.
Week 3 - 9/8-10 The paradigm struggle in public relations.
"Introduction to the Paradigm Struggle in Public Relations." Botan, C. (1993). Public Relations Review, 19, 107-110.
"Symmetrical Presuppositions as a Framework for Public Relations Theory," Grunig, J., in PRT, pp. 17-44.
"Persuasion and Public Relations: Two 'Ps' in a Pod," Miller, G., in PRT, pp. 45-66.
"If You Knew What I Knew, You'd Make the Same Decision," Gaudino, J., Fritch, J., & Haynes, F., in PRT, pp. 309-321.
"Philosophical Underpinnings: Ramifications of a Pluralistic Paradigm." Coombs, W. T. (1993). Public Relations Review, 19, 111-119.
"The Ecological Paradigm in Public Relations Theory and Practice." Everett, J. (1993). Public Relations Review, 19, 177-185.
** Optional** "The Role of Theory in Public Relations" Hazleton, V., & Botan, C. in PRT, pp. 3-15.
Week 4 - 9/15-17 Dimensions of the paradigm struggle; public communication and risk.
"Campaigns for Social "Improvement": An Overview of Values, Rationales, and Impacts," Salmon, C., (1989). In C. T. Salmon (Ed.) Information Campaigns: Balancing Social Values and Social Change, 19-53.
"The Potential Role of Persuasion in Adolescent AIDS Prevention," Reardon, K. (1989). In Rice, R. & Atkin, C. (Eds.) Public Communication Campaigns (2nd ed.), 273-289.
"Communication Campaigns to Prevent Cardiovascular Disease: The Stanford Community Studies." Flora, J., Maccoby, N., & Farquhar, J. (1989). In Rice & Atkin, 233-252.
"Risk Communication: A Two-Community Analysis of Proximity, Dread, Trust, Involvement, Uncertainty, Openness/Accessibility, and Knowledge on Support/Opposition Toward Chemical Companies. Heath, R., Seshadri, S., & Lee, J. (1998). Journal of Public Relations Research, 10, 35-56.
Week 5 - 9/22-24 Think Piece #1 due 9/22.
International Public Relations
Week 6 - 9/29-10/1 Developmental public relations.
"State and Communication," Reeves, G. (1993). In Reeves, Communications and the ‘Third World, pp. 70-100.
"News," Reeves, G. (1993). In Reeves, Communications and the ‘Third World, pp. 168-184.
"The African Context," Pratt, C. (1985). Public Relations Journal, 41, 11-16.
"Professionalism in Nigerian Public Relations," Pratt, C. (1985). Public Relations Review, XI, 27-40.
"Development of Public Relations in Asia/Pacific: A Malaysian View," Karim, H. (1989). International Public Relations Review, 12, 17-24.
Week 7 - 10/6-8 Diplomacy Public Relations.
"Public Relations and Public Diplomacy: Conceptual Convergences," Signitzer, B., & Coombs, T. (1992). Public Relations Review, 18, 137-147.
"Introduction to the Problems of International Image Cultivation," Kunczik, M. (1990). Images of Nations and International Public Relations, pp. 17-32.
"History of Image Cultivation by Governments," in Kunczik, M. (1990). pp. 71-99.
"Public Relations and World Opinion," in Kunczik, M. pp. 115-132.
"Public Relations Efforts for the Third World: Images in the News," Albritton, R., & Manheim, J. (1985). Journal of Communication, 35, 43-59.
"Image Management: The Real ‘Smart Weapon’ of the Gulf War," Manheim, J. (1994). In Manheim, Strategic Diplomacy and American Foreign Policy: The Evolution of Influence, 39-60.
"Multinational Corporate Apologia: The Complication of Cultural Values Differences," Hoover, J., & Garmon, C. (1990). Paper presented to SCA, Chicago.
Week 8 - 10/13 October Break. No class.
10/15 International Contexts
Week 9 - 10/20-22 Think Piece #2 due 10/20.
Perspectives
Week 10 - 10/27-29 Ethics
"The Elements of Ethics," in Russell, B. (1966). Philosophical Essays, pp. 13-25, 45-59.
"Albert J. Sullivan's Theory of Public Relations Ethics," Pearson, R. (1989). Public Relations Review, XV, 52-62.
"Code of Professional Standards for the Practice of Public Relations," Public Relations Society of American. (1977).
"International Public Relations Association Code of Conduct," and "International Code of Ethics." International Public Relations Association - Code of Athens. IPRA (1965/1968).
"Business Ethics as Communication Ethics: Public Relations Practice and the Idea of Dialogue," Pearson, R. (1989), in PRT, pp. 111-131.
"Information and Power: Toward a Critical Theory of Information Campaigns," Rakow, L. (1989). In Salmon, pp. 164-184.
Week 11 - 11/3-5 Social Science
"Theoretic Approaches in Public Relations Research," Pavlik, J., & Salmon, C. (1984). Public Relations Research & Education, 1, pp. 39-49.
"Theoretical Models for Public Relations Campaigns," Van Leuven, J. (1989) in PRT, pp. 193-202.
"Diffusion of Innovations and Policy Decision-Making," Valente, T. W. (1993). Journal of Communication, 43, 30-45.
"Game Theory as a Paradigm for the Public Relations Process," Murphy, P., in PRT, pp. 173-192.
"Reassessing the Odds Against Finding Meaningful Behavioral Change in Mass Media Health Promotion Campaigns," Anderson, R. (1989) in PRT, pp. 309-321.
"The Coorientation Model and Consultant Roles," Johnson, D. (1989) in PRT, pp. 243-263.
"Expanding Psychographic Concepts in Public Relations: The Composite Audience Profile," Scott, J., & O'Hair, D. (1989) in PRT, pp. 203-219.
(* There are four chapters in PRT that are examples of how social scientific approaches have been addressed or used in public relations. They do not add particularly to the direction of this course so they are not assigned, but you might want to know what they cover.
1) "The Theory of Psychological Type Congruence in Public Relations and Persuasion," Cline, C., McBride, M., & Miller, R. pp. 221-239.
2) "Four Major Social Scientific Theories and Their Value to the Public Relations Researcher," Prior-Miller, M. pp. 67-81.
3) "Application of a Generalized Persuasion Model to Public Relations Research," Hamilton, P. pp. 322-334.)
4. "Reflexivity and Internal Public Relations: The Role of Information in Directing Organizational Development," Kreps, G., (1989) in PRT, pp. 265-279.
Week 12 - 11/10-12 Rhetorical View and Issues Management.
"Managing Public Policy Issues." Jones, B., & Chase, W. (1979). Public Relations Review, 2, 3-23.
"Managing Issues and Influencing Public Policy," Crable, D., & Vibbert, S. (1985). Public Relations Review, XI, pp. 3-16.
"Traditional, Enlightened, and Interpretive Perspectives on Corporate Annual Reporting," Smilowitz, M., & Pearson, R., in PRT, pp. 83-97.
"Public Relations? No, Relations With Publics: A Rhetorical-Organizational Approach to Contemporary Corporate Communications," Cheney, G., & Dionisopoulos, G., in PRT, pp. 135-157.
"The Distribution of Advantages and Disadvantages," Hainsworth, B. E. (1990). Public Relations Review, XVI, pp. 33-39.
"Public Relations as Negotiation: An Issue Development Perspective," Vasquez, G. (1996). Journal of Public Relations Research, 8. pp. 57-77.
Week 13 - 11/17-19 Think Piece #3 due 11/17
Week 14 - 11/24 Review for Final Papers
11/26 Thanksgiving - No class.
Week 15 - 12/1-3 Consumerism/environmentalism/social movements
"Public Relations and Public Policy: The Structuration of Dominance in the Information Age," Gandy, O. (1992). In Toth & Heath, pp. 131-163.
"The Significance of Minority Politics," Chpt. 2 in Minority Politics and Ideologies in the United States: A Cultural Analysis, Bayes, J. (1986), pp. 11-24.
"The Missing Story of Women in Public Relations," Toth, E., & Grunig, L. (1993). Journal of Public Relations Research, 5, pp. 153-175.
"Sierra Club Study Shows Who Become Activists," J. Grunig (1989). Public Relations Review, XV, pp. 3-24.
Weeks 16 12/8-10
Present papers. Final Paper due 12/10.