Psychology of Public Relations

Michal Chmiel is Senior Lecturer (Associate Professor) in Psychology and Director of External Engagement and Partnerships of the School of Life Sciences and the Environment at Royal Holloway, University London. Michal has over 19 years' experience in teaching and research roles at the London College of Communication (UAL), the New York University Stern School of Business, the University of Kent, and the Jagiellonian University in Kraków. As a former PR practitioner, Michal has successfully incorporated social psychological evidence into PR and communications projects for multinational companies, NGOs, government bodies and public figures. His research focuses on various aspects of the psychology of publics, including fake news, loneliness, and artificial intelligence.

In The Psychology of Public Relations, Michal Chmiel reframes PR as applied social psychology, placing the individual at the center of communication analysis. Bridging theory and practice, he offers a compelling case for evidence-based, goal-oriented PR grounded in contemporary psychological science. A timely and essential read for anyone serious about the future of the profession.Prof. Dr. Dejan Verčič, Head of Centre for Marketing and Public Relations, Faculty of Social Sciences, University of Ljubljana, SloveniaChmiel’s examination of the historical and conceptual intersections between psychology and public relations enhances our understanding of public relations as the building of relationships between organizations and their publics. After all, these meso-level connections are always executed by individuals operating in and from their own micro-levels of psychological development, trauma, and adjustment.Prof. Bey-Ling Sha, Dean, College of Media and Communication, Texas Tech University and Co-author: Cutlip & Center’s Effective Public Relations (11th edition)The Psychology of Public Relations is a detailed exploration of the connections between psychology and PR. Through explorations of the history of psychology and its utilization in PR, a compelling argument is made for a transdisciplinary approach to PR that addresses the needs of an issue-abundant society.Dr. W. Timothy Coombs, Centre for Crisis and Risk Communications This book reasserts the central role of psychology in public relations, offering a timely perspective on navigating publics polarized around divisive societal challenges. Emphasizing a functionalist approach, it is a must-read for anyone who values the evidence-based, transformative power of public relations in society.Dr Ganga S Dhanesh, Associate Professor in Public Relations, University of Maryland Michal’s book ‘The Psychology of Public Relations: From Industry Practice to Societal Challenges of the Profession’ brings a new angle to apply concepts in social psychology and personal agency to making social impact. It enlightens public relations practitioners in their daily decisions in brand communication and content co-creation.Professor Kara Chan, Associate Dean, School of Communication, Hong Kong Baptist University

• 1. The Context: Introduction 2. The Inspiration: Contemporary Social Psychology and Its Potential for Informing PR Theory and Practice. 3. The Past: Historical Heritage of Psychology in PR 4. The Evidence: Psychology and Everyday Practice of PR 5. The Object: PR from the Perspective of Psychology 6. The Individual: Members of Audiences and Publics 7. The Content: Artificial Intelligence, Fake News, and Relationships 8. The Future: Transdisciplinarity of Public Relations