Game theory
a tool for strategic decision-making in Public Relations
Keywords:
public relations, game theory, decision-making, interdependence, negotiationAbstract
In this work, a model for the application of game theory to Public Relations (PR) is proposed. This model allows to predict, anticipate and decide about best options through the quantified comparison of different possible actions (scenarios). This model may be a useful tool to support the decision process in PR.
Downloads
References
Axelrod, R. (1984) The Evolution of Cooperation. Nova Iorque, Basic Books. DOI : 10.1126/science.7466396
Davis, M. (1983) Game Theory: A non-technical introduction. Nova Iorque, Basic Books.
Dixit, A. & Nalebuff, B. (2001) Teoria dos Jogos, in Enciclopédia da Economia, 2.ª ed., Principia, pp. 732-736.
Dozier, D. (1992) The Organizational Roles of Communications and Public Relations Practioners. In: Grunig, J. ed. Excellence in Public Relations and Communication Management. New Jersey, Lawrence Erlbaum Associates, pp. 327-356.
Ehling, W. & Dozier, D. (1992) Public Relations Management and Operations Research. In: Grunig, J. (ed.) Excellence in Public Relations and Communication Management. New Jersey, Lawrence Erlbaum Associates, pp. 251-284.
Eiró-Gomes, M. (2003) Exposição sistemática da filosofia da linguagem searliana. In: Seis autores fundamentais de filosofia da linguagem e da comunicação, CD-Rom, Instituto de Filosofia da Linguagem, 2003.
Ginits, H. (2000) Game Theory Evolving. Princeton, Princeton University Press. DOI : 10.1515/9781400830077
Gregory, A. (2001) Public Relations and evaluation: does the reality match the rhetoric?, Journal of Marketing Communications, 7, pp. 171-189. DOI : 10.1080/13527260122625
Institute for PR (2003) Guidelines for measuring the effectiveness of PR programs and activities. [Internet] Disponível em http://www.instituteforpr.org/files/uploads/2002_MeasuringPrograms_1.pdf [Consult. 15 de Junho 2009].
Peréz, R. A. (2001) Estrategias de comunicación, Barcelona, Ariel.
Ross, D. (2006) Game Theory. Standford Encyclopedia of Philosophy. [Internet] Disponível em http://plato.stanford.edu/entries/game-theory/ [Consult. 4 de Abril 2009].
Shubik, M. (1982) Game Theory in the Social Sciences: concepts and solutions. Cambridge, The MIT Press.
Stewart, S. (2004) Disneyland’s Public Relations. [Internet] Disponível em http://www.awpagesociety.com/images/uploads/Disneyland-case.pdf [Consult. 31 de Agosto 2009].
White, J. & Dozier, D. (1992) Public Relations and Management Decision Making?. In: Grunig, J. (ed.) Excellence in Public Relations and Communication Management. New Jersey, Lawrence Erlbaum Associates, pp. 91-108.
White, J. & Mazul, L. (1995) Strategic Communications Management – making pr work. Singapura, The Economist Intelligence Unit.
Downloads
Published
Issue
Section
License
![Creative Commons License](http://i.creativecommons.org/l/by-nc/4.0/88x31.png)
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
Os conteudos da Comunicação Publica estão licenciados com uma licença Creative Commons - Atribuição-NãoComercial 4.0 Internacional.