Abstract

Public Relations (PR) is the strategic role of communication between an organization or public actor and the publics on whose recognition, trust and consent its operation depends. The field encompasses media relations, internal and employee communication, public affairs and government relations, crisis and reputation management, community relations and corporate social responsibility, investor relations, marketing communications, political communication, digital and platform engagement, and the communication of activist and non-governmental organizations. PR scholarship draws on sociology, political philosophy, organizational studies, rhetoric and media studies to examine how organizations construct, sustain and contest their legitimacy in the public sphere. The dominant theoretical framework of the late twentieth century, the Excellence Theory developed by James Grunig and colleagues, defined PR as the symmetrical management of relationships with strategic publics; the field has since broadened to include relational, dialogic, rhetorical, situational, contingent and critical approaches, alongside frameworks grounded in stakeholder theory, institutional analysis and emerging work on public legitimacy. Contemporary PR operates within a hybrid media environment shaped by digital platforms, algorithmic visibility, generative artificial intelligence and the structural erosion of institutional trust. It is simultaneously a professional industry of significant global economic scale and a contested civic function whose democratic role, ethical foundations and disciplinary boundaries remain the subject of active scholarly debate.

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