chapter  11
8 Pages

Olympic Gold

A critical view of public relations has become a part of the growing body of public relations theory (Berger, 1999; Elwood, 1995; L’Etang & Pieczka, 1996; Toth & Heath, 1992). Therefore, the more common empirical and behavioral view of public relations is not as dominant. The same paradigm shift has already taken place in the field of mass communication research and theory (Hall, 1980).