Public Relations Research at the Crossroads

  title={Public Relations Research at the Crossroads},
  author={Karla K. Gower},
  journal={Journal of Public Relations Research},
  pages={177 - 190}
  • Karla K. Gower
  • Published 2006
  • Sociology
  • Journal of Public Relations Research
  • This article briefly sets out where we are in terms of research and then discusses where I think we should go in the future. The emphasis in this article is on what I see as the dominant theoretical paradigm in the field—2-way symmetrical communication. Although relationship building is also a prominent feature of the literature (L. A. Grunig, Toth, & Hon, 2000), it is 2-way symmetry that dominates. Today's public relations practice is fluid and complex. Thus, we need to bring into our… CONTINUE READING
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