The evolution of models of public relations: an outsider's perspective
Abstract
Purpose
The purpose of this paper is to review the historical development of the models/dimensions of public relations. The extensive criticism of the models and dimensions is provided to better understand the strengths and weaknesses of the concept.
Design/methodology/approach
The paper is based on a critical literature review to understand the roots of the models, their empirical tests, the modifications applied to the models over time, and finally the proposed shift from models to dimensions of public relations.
Findings
The study concludes that the attempt to translate the public relations models into the dimensions failed because of a variety of conceptual and methodological flaws. Yet, the idea of developing dimensions of public relations is a viable and practical step in advancing public relations research; however, such dimensions must be continuous, dichotomous and measurable.
Originality/value
Models of public relations first became a dominant theoretical perspective in public relations only to virtually disappear from the research agenda later. This paper calls the attention back to the models/dimensions to revive the research in this area.
Keywords
Citation
Laskin, A.V. (2009), "The evolution of models of public relations: an outsider's perspective", Journal of Communication Management, Vol. 13 No. 1, pp. 37-54. https://doi.org/10.1108/13632540910931382
Publisher
:Emerald Group Publishing Limited
Copyright © 2009, Emerald Group Publishing Limited