Change Theory

Change Theory

April 28, 2009

Virtually everything done in the professional field of public relations is related to the accomplishment of change, whether changes of attitudes, opinions, or behaviors. Even when the public relations mission is to maintain existing relationships that contribute to customer, legislator or public support, knowledge of the factors relating to the way social change takes place gives the practitioner an edge in management counseling and in public relations planning. This section summarizes theories and change models, discusses change management and tips on how management can stay open to change.