Public Relations and Corporate Image

Inoculation has emerged as a powerful strategy in public relations (PR) scholarship and practice. This chapter provides an overview of the theory as it has been applied to PR contexts. A series of key questions relevant to the use of inoculation strategies toward PR objectives are examined. Subsequently, the chapter includes an overview of existing literature on inoculation theory in this domain, organized in alignment with different areas of PR that include promoting a positive corporate image, combating misleading information, and responding to a reputational crisis. Finally, the chapter concludes with a discussion of future opportunities for research and practical implications.