ABSTRACT
In the first years of the twenty-first century, academic scholars and public relations practitioners seemed to be rushing in different directions to identify a concept that defines the value of public relations to an organization. Scholars have identified relationships as the critical value that public relations produces for an organization, whereas practicing professionals have embraced reputation as the critical concept showing the value of the communication function. Joining the search on the side of professionals are organizational sociologists and business scholars who believe that reputation management is a new concept that is only marginally related to public relations.
