Time for public relations to transcend communication?

  • Alex Sevigny
Keywords: JPC editorial, communication, public relations, PR, future of public relations, strategy, strategic management, relationships


In this editorial for issue two of volume four of the Journal of Professional Communication, the author discusses how public relations is has become a central strategic discipline within management, both from and internal and external relations perspective. He challenges the fact that public relations has focused on communication as its central goal in many industrial applications. The author makes the case that the emerging consensus is that public relations is actually centrally concerned with managing relationships, and that communication is really only one aspect of relationship management.

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