As a PR practitioner, why should you study scholarly theories? How can a solid understanding of systematic research help you develop an effective PR campaign?

Question

What will be an ideal response?

Answer 1

Systematic research to understand human behavior and events has provided more thorough and accurate explanations behind why things did--or didn’t--work. It’s important to develop some perspective, based on theory, on how public relations can address and solve a problem or turn an opportunity into a success. There are many different scholarly theories on why things work the way they do, drawn from the study of communication but also from psychology, sociology, cultural studies, even art history.
Theory goes beyond description to prediction. When studying the public relations approach to a past situation, theory is explanatory: why did something succeed or fail? When preparing a public relations recommendation, theory is visionary, telling us what should guide our strategies to succeed. Theories provide an understanding of the relationships between actions and events. As a public relations practitioner, you’ll need to explain why and how your plans will work. Knowing and being able to explain the science behind your proposals bolsters both your confidence and credibility.