Theory development in the public relations research domain Online publication date: Tue, 18-Aug-2015
by Nicholas Nicoli; Marcos Komodromos
International Journal of Teaching and Case Studies (IJTCS), Vol. 6, No. 2, 2015
Abstract: Public relations are now seen by many as a mature field of study. One reason why the field has managed to establish itself as a discipline is on account of the development of its own unique body of theoretical knowledge. The inception of this knowledge is based around an understanding of the excellence theory and James Grunig's four-step model. With Grunigian public relations theory now over 20 years old this paper seeks to deconstruct the theory as well as other theories that have enabled practitioners to establish sound strategic approaches and PR educators to establish sustainable curricula. The paper is divided into two sections. In the first, it draws on overarching social science theories in order to offer a descriptive analysis of what theory is. The second larger section is divided into four parts that attempt to offer where public relations stands in a postmodern context before offering a historiography and analysis of excellence theory, persuasion theories and media theories.
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