ABSTRACT
In spite of considerable developments over the past century, the field of public relations continues to struggle with the issue of its proper position in the world. What is its role in the pursuit of a good or “full functioning” society? How can public relations add value to a global community? What are, in other words, its points of legitimacy in a world of growing complexity and interdependency (e.g., Heath, 2006)? These are complicated issues and public relations should not be blamed for failing to resolve them fully. The ongoing questioning, which has become part of the field’s self-reflective institutionalization, holds some important merits in itself (cf. Holmström, 2005). While the discipline continues to have a widely acknowledged image problem (Callison, 2001; Edwards, 2006; Hutton, 1999; Newsom, Ramsey, & Carrell, 1993), the quest for an ethical public relations paradigm has been shaping the field for several decades (Grunig & Hunt, 1984; Grunig, 1993, 2000; see also Bowen, 2005; David, 2004; Edgett, 2002; Kent & Taylor, 2002; Woodward, 2000) to the effect that it is now considered central to the field’s self-understanding (Seib & Fitzpatrick, 1995; Starck & Kruckeberg, 2003). Consequently, public relations has the potential to become a key driver towards a better society. The aim of this chapter is to add new dimensions to our understanding of that challenge and how it can be met in a society focused on increased information about organizations and their activities.
