Author:
Holtzhausen Defina,Verwey Sonja
Abstract
The existence of a general theory of public relations is pivotal to the argumentation about public relations as science. A general theory can be expected to supply a framework which includes aU the theoretical applications within a scientific domain. This article sets out to cover the theoretical applications made to the field of public relations to detennine what the domain parameters of public relations are and whether this can lead to a general theory of public relations. It proposes that public relations is an applied science, govemed by theory application at the meta theoretical, organisational and communication levels of public relations practice, and that public relations practice takes place at three strategic levels in the organisation, namely the macro, meso and micro level. The article further suggested that two normative and one positive model of public relations practice exist and that the heuristic value of the general theory is one of its most positive aspects.
Publisher
University of Johannesburg
Reference159 articles.
1. ANDERSON, D.S. (1992). Identifying and responding to activist publics: A case study. Journal of Public Relations Research, 4(3), 151-166.
2. https://doi.org/10.1207/s1532754xjprr0403_02
3. ARONOFF, C., & BASKIN, O. (1988). Public relations: The profession and the practice. St.Paul,MN : West Publishing.
4. BAUER, R. (1972). The obstinate audience: The influence process from the point of view of social communication. In The process and effects of mass communication; edited by W. Schramm & D.F. Roberts (pp.326-346). Urbana: University of illinois.
5. BOTAN, Carl. (1989). Theory development in public relations.ln Public relations theCJlY; edited by Carl H. Botan & Vincent Hazleton, Jr.(pp.99-11 0). Hilisdale,N~: Lawrence Erlbaum Associates.