The definition, dimensions, and domain of public relations

By not developing a widely accepted definition and a central organizing principle or paradigm, the field of public relations has left itself vulnerable (1) to other fields that are making inroads into public relations' traditional domain, and (2) to critics who are filling in their own definiti...

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Bibliographic Details
Published inPublic relations review Vol. 25; no. 2; pp. 199 - 214
Main Author Hutton, James G.
Format Journal Article
LanguageEnglish
Published Silver Spring Elsevier Inc 1999
Elsevier Science Ltd
Subjects
Criticism
Definitions
Professional relationships
Public Relations
Studies
Theory
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Summary:By not developing a widely accepted definition and a central organizing principle or paradigm, the field of public relations has left itself vulnerable (1) to other fields that are making inroads into public relations' traditional domain, and (2) to critics who are filling in their own definitions of public relations. While opportunities abound, public relations is unlikely to fulfill its promise until it is willing and able to identify its fundamental nature and scope. This article proposes a definition (“managing strategic relationships”), along with a three-dimensional framework, with which to compare competing philosophies of public relations and from which to build a paradigm for the field. Dr. James G. Hutton teaches marketing and public relations at Fairleigh Dickinson University in northern New Jersey, just outside New York City.
ISSN:0363-8111
1873-4537
DOI:10.1016/S0363-8111(99)80162-3