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    12 5 T Comm

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    Max Confi
    The document discusses several theories of communicating ideas including two-step flow theory, multistep flow theory, opinion group theory, diffusion theory, and hierarchy-of-needs theory. It also discusses applying communication theories to public relations practice.

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    12 5 T Comm

    Uploaded by

    Max Confi
    7 views1 page
    The document discusses several theories of communicating ideas including two-step flow theory, multistep flow theory, opinion group theory, diffusion theory, and hierarchy-of-needs theory. It also discusses applying communication theories to public relations practice.

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    The document discusses several theories of communicating ideas including two-step flow theory, multistep flow theory, opinion group theory, diffusion theory, and hierarchy-of-needs theory. It also discusses applying communication theories to public relations practice.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    7 views1 page

    12 5 T Comm

    Uploaded by

    Max Confi
    The document discusses several theories of communicating ideas including two-step flow theory, multistep flow theory, opinion group theory, diffusion theory, and hierarchy-of-needs theory. It also discusses applying communication theories to public relations practice.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    of 1

    There are several theories of communicating ideas.

    Two-Step Flow Theory

    Contrary to the two-Step Flow Theory there are "opinion leaders" who receive information, analyze it,
    and then pass it on to the public. The problem with this theory is that opinion leaders are not
    competitive in all areas.

    Multistep Flow Theory

    According to this theory, opinion leaders are competent in many areas and have different influences.

    Opinion Group Theory

    The basis of this theory is discussion. People with similar interests discuss a certain problem and come
    to a common conclusion. A person can belong to several groups and participate in the discussion of each
    group's problems.

    Diffusion Theory

    This theory was developed in the 1930s. It holds that there are five steps in the process of acquiring new
    ideas:

    • Awareness — the person discovers the idea

    • Interest — the person tries to get more information

    • Trial — the person tries the idea on others

    • Evaluation — the person decides whether the idea is in his or her own self-interest

    • Adoption — the person incorporates the idea into his or her opinion.

    In this model, the public relations writer is most influential at the awareness and interest stages of the
    process. The main purpose of advertising in the media is to create awareness of the product, idea.

    Hierarchy-of-Needs Theory

    It is based on the work of Abraham H. Maslow, who listed basic human needs on a scale from basic
    survival to more complex ones:

     Physiological needs
     Safety needs
     Social needs.
     Ego needs
     Self-fulfillment needs.

    Most public relations activity is aimed at lower-level needs because people are generally more
    concerned about their families, jobs, and homes than they are about more abstract goals.

    Applying Theory to Practice

    To sum up, understanding the concepts of public opinion formation has a great practical application for
    a public relations writer.

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