Public relations (PR) is a way for companies, organizations or people to enhance their reputations. This task typically is performed by public relations professionals or PR firms on behalf of their clients. PR usually involves communicating with the media and through the media to present the clients in the most favourable way possible. It also often involves cooperative efforts with other people and organizations to create goodwill within the community and enhance the client's image. The social learning theory is one of the most important and prominent theories relating to public relations today. Public relations has a lot to do with wanting an audience to copy or perform a behaviour. Public relations professionals need to understand this theory well to enable them to accomplish this goal. This valuable book will enhance the readers' understanding of theories and their applications in public relations, expanding the breadth and depth of the theoretical foundations of public relations. It will be of great interest to scholars and graduate students in public relations and strategic communication.