Czasopisma Naukowe w Sieci (CNS)

Reconsidering contemporary public relations: Theoretical engagement of practitioners in a communication society

  1. Astrid Spatzier
  2. Benno Signitzer

Abstract

Reconsidering contemporary public relations: Theoretical engagement of practitioners in a communication society

 

The purpose of this article is to demonstrate that theory-guided public relations practice is more likely to contribute to socially responsible behaviours by organizations than public relations approaches that are based solely on the emphasis on skills and the elaboration of “techniques,” and, to be frank, solely on the mythology of “best practice.” Consequently, theory-guided public relations may be better suited to bridge the gap between service for an organization and service for society. The article sets out with a short historical overview of the relationships between public relations theory and practice. It then goes on developing a methodological and empirical context designed to show connections between theory and practice. Furthermore, the paper highlights different types of practitioners. Finally, a summary including prospects closes the article. Due to this, the following research question confirms these assumptions: how and why can theory-guided public relations contribute to socially responsible behaviours by practitioners?

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Ten artykuł

Central European Journal of Communication

Vol. 4, No 1 (6), Spring 2011

Strony od 33 do 47

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