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Reconsidering Contemporary Public Relations: Theoretical Engagement of Practitioners in a Communication Society

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Benno Signitzer

Part of the book series: Organisationskommunikation ((ORGKOM))

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Zusammenfassung

The purpose of this article is to demonstrate that theory-guided public relations practice is more likely to contribute to socially responsible behaviours by organizations than public relations approaches that are based solely on the emphasis on skills and the elaboration of “techniques”, and, to be frank, solely on the mythology of “best practice”. Consequently, theory-guided public relations may be better suited to bridge the gap between service for an organization and service for society. The article sets out with a short historical overview of the relationships between public relations theory and practice. It then goes on developing a methodological and empirical context designed to show connections between theory and practice. Furthermore the paper highlights different types of practitioners. Finally, a summery including prospects closes the article. Due to this, the following research question confirms these assumptions: how and why can theory- guided public relations contribute to socially responsible behaviours by practitioners.

Originaltext: Spatzier, Astrid/Signitzer, Benno (2011): Reconsidering Contemporary Public Relations: Theoretical Engagement of Practitioners in a Communication Society. In: Central European Journal of Communication, 4. Jg., H. 1, S. 33-47. Die Hg. danken für die Nachdruckgenehmigung.

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Authors and Affiliations

  1. Universität Salzburg, Salzburg, Österreich

    Astrid Spatzier

  2. Salzburg, Österreich

    Benno Signitzer

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  1. Astrid Spatzier
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  2. Benno Signitzer
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Correspondence to Astrid Spatzier .

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Editors and Affiliations

  1. Universität Salzburg, Salzburg, Austria

    Franz Rest

  2. Universität Salzburg, Salzburg, Austria

    Astrid Spatzier

  3. Ernst-Moritz-Arndt-Universität, Greifswald, Germany

    Stefan Wehmeier

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Spatzier, A., Signitzer, B. (2013). Reconsidering Contemporary Public Relations: Theoretical Engagement of Practitioners in a Communication Society. In: Rest, F., Spatzier, A., Wehmeier, S. (eds) Benno Signitzer. Organisationskommunikation. Springer VS, Wiesbaden. https://doi.org/10.1007/978-3-658-03505-1_10

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  • DOI: https://doi.org/10.1007/978-3-658-03505-1_10

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  • Online ISBN: 978-3-658-03505-1

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