PR 660 Lecture Notes - Lecture 1: Lake Bled

• School: Ball State University
• Department: Public Relations
• Course: PR 660
• Professor: Becky McDonald

Document Summary

The co-creational perspective has emerged at the center of pr scholarship and sees publics as co-creators of meaning and communication. It is the thing that makes it possible to agree on shared meanings and interpretations/goals. It focuses on relationships among publics and organizations. In some ways, the ideas of this approach aren"t new because in 1984, ferguson said relationships were the center of pr research. Co-creational research examples: shift to organizational-public relationships, community theory, co-orientation theory, accommodation theory, and dialogue theory. Symmetrical/excellence theory being the most researched of this approach. Co-creation: the idea that a force in pr and publics are self-standing and self-directing, which will be a core in theory development. The us is the birthplace of pr theory and remained dominant in pr research. However, the dominance is fading because there is rapid internationalization of this theoretic work and imperative for the future because it brings new cultural insights, political perspective and history.