Social theory in public relations: Insights and directions

Abstract

Drawing on social theory to study public relations can mean many things. Researchers have been able to study the institutional, organizational, and professional conditions for public relations and how practice is influenced by such conditions. Furthermore, social theory invites a focus on how public relations has consequences in and for society. Such a perspective on public relations represents an expansion of the academic field of public relations, looking beyond the immediate application of theory for organizational and instrumental purposes. Importantly, this is an invitation to grasp what is going on when public relations is practiced in society. This chapter reflects on the way social theory has informed our understandings of the practice and its relation to power. Based on this discussion, we consider potential research avenues for future studies of public relations.