Reflective Communication Management, Future Ways for Public Relations Research

Abstract

In this chapter, we propose a two-by-two-dimensional definition of communication and management deriving four basic models of communication management as a result. These analytical models reveal four historical public relations approaches, and looking at these models, it is striking that all are positioned at the behavioral level, that is, on (members of) organizations and their publics. The societal level remains totally neglected. We argue that this is a fundamental misunderstanding of the...