Communication theories and YOU!

Have you ever wondered how you can level up your public relations campaigns and strategic communication ideas? Or, how you could impress your bosses and peers with intellectual ideas founded in research? Lucky for you, I’m here to talk to you about communication theories

I’m currently a master’s student in communications at Brigham Young University, and one of my first classes focused on communication theories. Initially, I wondered what a theory was and how it could possibly relate to public relations professionals. In short, a theory is a well-developed and organized set of concepts, definitions, and propositions that explain or predict phenomena by specifying relationships among variables. Theories are built through academic research and offer insights into patterns of human behavior. For example, framing theory explains how the presentation of information (frames) influences audience perceptions and interpretations, helping researchers explore how media shapes social realities.

You might be thinking, “That’s great, Kailey, but how does this help me as a PR professional? I’m not in academia.” Fair question! As I’ve studied communication theories, I’ve realized they have immense potential to elevate public relations campaigns and strategies. Theories help predict human behavior, which is crucial for PR professionals because we’re all about understanding how people perceive and interact with our clients. If a theory explains why a particular approach works better in a crisis, why not use that knowledge to make clearer, more effective choices?

Let me share a story to illustrate this. On a recent field trip to Chicago, my group visited a renowned public relations institution. One of our activities was to brainstorm ways to make Social Security benefits more accessible and understandable to Gen Z. We divided into groups and returned with ideas for a strategic PR campaign. One group emphasized the idea that if Gen Z isn’t informed, their Social Security benefits could disappear. This led to a broader discussion about using fear-based messaging. One participant noted, “I tend to react more to messages when I feel scared; it gets a stronger reaction out of me.” Another added, “If I knew my benefits could be taken away, I’d get angry and take action.” A third chimed in, “This could work, but we’d need to avoid making the message too scary; it might alienate people.”

Little did we know that we were touching on a well-established academic theory used in public health campaigns: the Extended Parallel Process Model (EPPM). The EPPM studies how fear appeals—like the messages we discussed—can motivate audiences. However, there’s a delicate balance: too weak a fear appeal, and the audience ignores it; too strong, and they’re overwhelmed and disengaged. This is why anti-smoking ads often use graphic imagery. Fear appeals work when executed correctly! Without realizing it, our group was tapping into this theory. Imagine how much stronger our messaging could have been if we had a basic understanding of EPPM and its application to campaigns. We were only scratching the surface.

This example shows why PR professionals should learn about communication theories. Even a foundational knowledge of theories like EPPM can help create campaigns that are more strategic and impactful. You don’t need to quit your job and go back to school to gain this knowledge. It’s accessible through libraries, a quick search online, or even by reaching out to your former communication professors. Knowledge is power and understanding communication theories can transform PR professionals into powerful and persuasive communicators.