1 - 7 of 7 articles
Researchers and practitioners are challenged to understand what can move our study, teaching, and practice (for postmodernism's contributions to these ends, see Toth, 2002). In this endeavor, our work can productively rest on systems theory, the rhetorical heritage (including a humanistic and...
Feminist phase theory provides a classification system for analyzing any evolution in our thinking about women across the disciplines. The 2-fold purpose of this article is, first, to suggest further avenues through which to apply Tetreault's (1985) groundbreaking work and, second, to propose a...
Theory construction in public relations requires both scientific methods and openness to conceptual and methodological input from the larger fields of communication and human behavior. The alternative is to turn inwardly to the narrowly defined public relations "body of knowledge." Greater...
This article traces the origins and continuing development of a research tradition that conceptualizes public relations as a strategic management function rather than as a messaging, publicity, and media relations function. The tradition began serendipitously with the development of the...
This article briefly sets out where we are in terms of research and then discusses where I think we should go in the future. The emphasis in this article is on what I see as the dominant theoretical paradigm in the field—2-way symmetrical communication. Although relationship building is also a...
The purpose of this article is to offer thoughts on the future research directions for public relations scholars. More specifically, 2 areas of potential research are offered: the balance zone model of public relations management and an outcome-based model of public relations. I argue that we...
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