Introduction
The theoretical foundations of public relations writing are crucial for understanding the
complexities of human values, communication strategies, and research methods that
underpin effective public relations practice. This assignment explores the key concepts
and theories that shape public relations writing, including Rokeach’s Value Hierarchy, the
six steps of the communication process, and the importance of research in public
relations. By examining these theoretical foundations, public relations professionals can
develop a deeper understanding of how to craft effective communication strategies that
resonate with their target audience and achieve their organisational goals.
2.THEORETICAL FOUNDATIONS OF PUBLIC RELATIONS WRITING
2.1 Rokeach's Value Hierarchy
Rokeach's Value Hierarchy is a comprehensive framework that facilitates our
understanding of what individuals consider important in life. It categorises values into two
main categories: terminal values and instrumental values, providing a nuanced insight into
the complexities of human values.
Terminal Values
Terminal values are the ultimate goals or end-states that individuals strive for, representing
the pinnacle of their aspirations.
Examples
A person may value happiness as a terminal value, which means they strive to feel content
and satisfied with life.
An individual who values prosperity may strive to have a good standard of living and
financial security, providing a sense of stability and comfort. They may work hard to achieve
, a successful career and invest in assets that will provide long-term financial stability,
ensuring a prosperous future for themselves and their loved ones.
Instrumental Values
Instrumental values, on the other hand, are the ways or means that individuals use to
achieve their terminal values, serving as a guide for their behaviour and decision-making.
Examples
A person who values honesty as an instrumental value may believe that being truthful and
transparent in their words and actions is essential to achieving their terminal value of
happiness.
An individual who values responsibility may take ownership of their actions and decisions,
demonstrating accountability and a sense of duty. This can help them achieve their
terminal value of prosperity by managing their finances effectively and making smart
investment decisions.
A person who values courage may have the strength to face challenges and overcome
obstacles, enabling them to pursue their goals and aspirations with confidence and
determination. This can help them achieve their terminal value of freedom by taking risks
and pursuing opportunities that align with their values and interests.
2.2
Step 1: Presentation
The first step is presentation, where the message is communicated to the target audience.
The message should be clear, concise, and attention-grabbing to capture the audience’s
interest.
Example
The theoretical foundations of public relations writing are crucial for understanding the
complexities of human values, communication strategies, and research methods that
underpin effective public relations practice. This assignment explores the key concepts
and theories that shape public relations writing, including Rokeach’s Value Hierarchy, the
six steps of the communication process, and the importance of research in public
relations. By examining these theoretical foundations, public relations professionals can
develop a deeper understanding of how to craft effective communication strategies that
resonate with their target audience and achieve their organisational goals.
2.THEORETICAL FOUNDATIONS OF PUBLIC RELATIONS WRITING
2.1 Rokeach's Value Hierarchy
Rokeach's Value Hierarchy is a comprehensive framework that facilitates our
understanding of what individuals consider important in life. It categorises values into two
main categories: terminal values and instrumental values, providing a nuanced insight into
the complexities of human values.
Terminal Values
Terminal values are the ultimate goals or end-states that individuals strive for, representing
the pinnacle of their aspirations.
Examples
A person may value happiness as a terminal value, which means they strive to feel content
and satisfied with life.
An individual who values prosperity may strive to have a good standard of living and
financial security, providing a sense of stability and comfort. They may work hard to achieve
, a successful career and invest in assets that will provide long-term financial stability,
ensuring a prosperous future for themselves and their loved ones.
Instrumental Values
Instrumental values, on the other hand, are the ways or means that individuals use to
achieve their terminal values, serving as a guide for their behaviour and decision-making.
Examples
A person who values honesty as an instrumental value may believe that being truthful and
transparent in their words and actions is essential to achieving their terminal value of
happiness.
An individual who values responsibility may take ownership of their actions and decisions,
demonstrating accountability and a sense of duty. This can help them achieve their
terminal value of prosperity by managing their finances effectively and making smart
investment decisions.
A person who values courage may have the strength to face challenges and overcome
obstacles, enabling them to pursue their goals and aspirations with confidence and
determination. This can help them achieve their terminal value of freedom by taking risks
and pursuing opportunities that align with their values and interests.
2.2
Step 1: Presentation
The first step is presentation, where the message is communicated to the target audience.
The message should be clear, concise, and attention-grabbing to capture the audience’s
interest.
Example
