Two-step flow theory
While one purpose of this paper is to explain the communication theory, another focus is to explain why understanding theory will benefit you in the area of public relations, and to demonstrate how the theory is actually applied in a PR campaign.
Each paper should follow the following format:
APA Title Page
Abstract (no more than 5 sentences)
Introduction This initial section should introduce the selected theory, identify the main purpose of the paper (thesis statement), justify the purpose of the paper, preview main points, and gain the interest and attention of the audience. Around 1/2 a page.
Description of the theory The following section should provide a succinct, clear description of the communication theory selected. Provide the history and orientation and a conceptual model (graph). (Be able to explain the model for your presentation.) Cited research/support is expected and required in this section. 2 1/2 to 3 pages.
Application in PR The following section should explain what role this theory has in PR — it’s scope and application. Why is it important for you to understand and know about this theory? How can you apply this theory in your job? Provide at least two example (campaign) (best to use campaigns that are similar to your 473 client/audience/problem) where you believe the theory was used. 2 pages
Conclusion The summary of what you discussed in the paper restate main points. 1/2 a page.
Pages: 3-6. A superior or excellent paper: transitions among main points, clear, identifiable main points in every paragraph, and addresses each of the major sections outlined above. Sources should be cited in the paper. A student must cite at least 3 reputable, credible, academic sources using the APA format. The only Internet sources that would be appropriate for this paper would be sources for full-text academic journal databases. This paper should create and maintain an academic tone throughout. The use of contractions, slang, informal language, informal transitions, and first person should be avoided.
