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Public Relations Communication Theories
Journalism & Communication
Pages 14 (3514 words)
To What Extent Can Communications Theory Illuminate Areas of Professional Communications Practice? Communication theory plays a pivotal role in the in professional communication practice. In order to understand the relationship between communication theory in terms of theory of message and the professional communication, we first need to understand the concepts of underlying terminologies.
According to general public or business group, communication refers to the transferring the information from one source to another source. In other words, in the general public context the communication and information are used interchangeably. Communication is considered as the small part of the big picture, which includes organizing, planning, controlling and managing ( Dainton & Zelley, 2005, p. 2). Contrariwise, the views of scholars are different regarding the concept and perception of communication. Marianne Dainton & Elaine D. Zelley, in their book on “Applying Communication Theory for Professional Life” (2005, p 2-3) described that scholars believe that the communication is believed to be the process instead of information. The kind of process, which is elaborated in the book, is referred to as the one in which people interact with each other to create the meanings and then develop the sustainability of the messages, which may lead them to organize and manage the meanings of the messages. In other words, the communication process begins with the creation and ends with the management of the meanings of messages. The concept of communication theory seems to be highly emphasized on information transmission. Claude Shanon, gave the theory of communication. ...
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