ABSTRACT

In presenting the literature review on corporate culture and public relations, we (Sriramesh, J.Grunig, Buffington, 1992) had begun our chapter by quoting Smircich’s (1983, p. 339) succinct statement: “culture is an idea whose time has come.” Organizational management literature had begun to accept the relevance of this concept at the dawn of the 1980s. We had contended that the time had come for the public relations body of literature to also integrate culture into its pedagogy because of the significance of this variable to human communication and relationship building.