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Institutional Perspectives on Public Relations

Chapter in book
Authors Magnus Fredriksson
Josef Pallas
Stefan Wehmeier
Published in R. L. Heath and A. Gregory (Ed.) Strategic Communication
Publisher SAGE Publications
Place of publication Thousand Oaks
Publication year 2014
Published at Department of Journalism, Media and Communication (JMG)
Language en
Subject categories Communication Studies, Business Administration


This chapter section seeks to enrich research on public relations by using neo-institutional theory to describe, explain and understand the activities, processes and dynamics the practice. By this we open up for a wider understanding of public relations, its preconditions, its performances and its consequences for shaping the social. We argue that public relations could be analysed as an institutionalized practice with certain set of governing mechanisms including taken-for-granted activities, rules, norms and ideas. One argument for this is the is importance neo-institutional theory gives communication in the understanding of organizations, institutions and society. Another argument is recent developments where public relations and other forms of organizational communication have been examined as a major dimension of organizing in some of the more profound works among neo-institutional theorists. Keywords: Public relations, neo-institutional theory, institutional logics, translation, institutional work

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