Inoculation theory and public relations

Inoculation theory explains how an existing state (an attitude, a belief, a position) can be made more resistant to future influence, in much the same way a medical inoculation can make an existing state (a healthy body) more resistant to future viral influence: through pre-exposure to weakened forms of challenges. The theory has established efficacy as an effective messaging strategy in a number of contexts, including politics and health. Another area that has received attention in inoculation theory scholarship is public relations. A comprehensive review of this work, however, is long overdue. We outline existing work in inoculation theory and public relations, and then show how inoculation theory and public relations research can bring new applications and theoretical development to the public relations areas of (1) issues management; (2) crisis and risk communication; and (3) character assassination.