Abstract

This article presents an argument for anthropologically and ethnographically grounded work in public relations. It suggests that more can be done to understand the public relations occupation both as a culture (or cultures) as well as in its roles in promotional culture and in enacting ethnic cultures. It is argued that research of this nature, which has already taken place in adjacent disciplines (media, marketing, management, organization studies) can deliver deeper understanding of the public relations occupation and generate new concepts and theories. Furthermore, it is suggested that ethnographic research could also aid public relations practitioners. The article adds to existing scholarship through its critique of existing literature that has explored culture in public relations and its proposal that research based on ethnographic field-work and employing anthropological participant observation could reconceptualize the field and change its theoretical scope.