Changing vistas in public relations theory

Contemporary theorists are opening new ways to think about public relations. Public relations textbook authors have hitherto borrowed theories from the adjacent disciplines of communication, psychology, sociology, and organisation studies. At the end of the twentieth century, J. Grunig’s four-model concept of public relations was the only modern theoretical approach that could be said to have originated from within public relations scholarship. And as we will see, even J. Grunig’s perspective is rooted in political theory. But the 21st century’s burgeoning critical and professional interest in ethical public relations has produced a flurry of discipline-specific, theoretical initiatives.