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Public Relations Dissertation Topics

Published by Grace Graffin at January 4th, 2023 , Revised On May 3, 2024

Public relations is a communication process that builds a positive relationship between an organisation and its audience. In other words, a public relations professional is responsible for using strategic communication to build a positive image of an organisation or individual through unpaid and earned means. The earned channels leveraged to build a positive image include news and press, media outreach, and social media engagements.

Public relations is a lot different from advertising and is much more difficult, too. Using unpaid means and earned channels for image building is more difficult than employing paid methodologies for creating brand awareness and image.

Given its high importance for a company, a public relations professional has to be the master of his job. Choosing public relations as a career is deemed as a very excellent choice, as its demand and importance are gaining importance day by day.

You might have approached or just entered your final year of the public relations degree and may be required to start working on the dissertation. If that is the case, you may be quite nervous and slightly clueless as to where to begin your work. the entire process starts with choosing a topic that is worthy of being discussed. If you are struggling to select the right topic for your public relations dissertation , here are a few topics along with their research aims for your guidance.

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Topic 1: Investigating the role of target marketing through public relations while confronting the increasing competition in digital marketing.

Research Aim: The research examines the significance of target marketing with the help of public relations while dealing with the rising competition in digital marketing.

Objectives:

To identify the use of public relations strategies for target marketing practices.
To analyse the way companies use PR strategies for target marketing to gain competitive advantages in digital marketing activities.
To suggest ideas about how PR strategies can be used in a better way for target marketing thereby confronting competition in digital marketing.

Topic 2: Examining the role of different PR tools in improving relations between brands and customers – a study on the usefulness of newsletters.

Research Aim: The research aims to identify and assess the usefulness of different PR tools to improve the relationship between brands and customers. For analysing PR tools, this study will specifically focus on the use of newsletters.

To identify different PR tools and analyse their importance in marketing, especially newsletters.
To investigate the role of newsletters as a PR tool in improving relations between brands and customers.
To recommend strategies about how newsletters can be used more strategically to improve relations between brands and customers.

Topic 3: A study on the impact of the rising demand and trend of digital marketing on the radical changes in public relations strategies.

Research Aim: The research aim is to carry out a detailed discussion on the impacts of the growing demands and ongoing trend of digital marketing on the radical changes in public relations strategies in the modern age.

To describe how demand for digital marketing is increasing and the way it is becoming an important trend.
To examine how changes in PR strategies are driven by the trend of digital marketing and rising demands for advanced marketing practices.
To provide recommendations for advancing the PR strategies to respond to the increasing demands of digital marketing.

Topic 4: The impact of paid PR on the brand penetration of UK based tech startups through their social media platforms

Research Aim: The research aim evaluates the impact of paid PR on the brand penetration of UK-based tech startups through their social media platforms

To shed light on the concept of brand penetration and paid PR
To examine the significance of brand penetration and paid PR in UK-based tech startups
To analyse how brand penetration of UK-based tech startups has been impacted by paid PR through their social media platforms

Topic 5: An investigation into the different ways paid PR is impacting the workforce and productivity of the UK-based SMEs

Research Aim: The research aim concentrates on the different ways paid PR is impacting the workforce and productivity of UK-based SMEs.

To examine the concept of paid PR and its importance in SMEs
To identify different ways through which the workforce and productivity of the UK-based SMEs can be improved
To evaluate how paid PR in different ways is impacting the workforce and productivity of UK-based SMEs

Topic 6: Impact of social media on public relations strategies

Research Aim: Even since social media was invented, it has changed the patterns of communication in regular and corporate settings. Social media has inevitably changed how organisations interact with their audience since they are ensuring their presence on relevant platforms.

The main aim of the research will be to identify how social media has affected traditional public relations strategies.

Topic 7: The relationship between public relations and inbound marketing

Research Aim: Inbound marketing uses multiple marketing tools and techniques such as content marketing, blogs, and social media to create brand awareness and attract new business. Inbound marketing aims to build a relationship of goodwill with the customers, consumers, and prospects which somehow relates to public relations.

The aim of the research is to identify how(if ) public relations and inbound marketing are related to each other by tracing their overlapping characteristics.

Topic 8: Can Public relations and advertising go hand in hand

Research Aim: Most people confuse public relations for advertising, although they are two separate strategies employed to achieve similar goals for a business. In that regard, it is important to identify if public relations and advertising can go hand in hand and what outcomes they may cause.

Topic 9: Public relations and artificial intelligence

Research Aim: The future belongs to artificial intelligence. Artificial intelligence refers to technology that can imitate human cognitive abilities and thus perform tasks that are ascribed to humans. Since artificial intelligence is going to take over, it already has, and it will change the operation of public relations. The responses and communication generated by public relations professionals will be generated by bots geared toward artificial intelligence.

The target of the research will be identifying how and in what capacity artificial intelligence will modify the practice of public relations.

Topic 10: Differences between traditional vs modern public relation practices

Research Aim: The aim of the research will be to compare and contrast the conventional and modern practices of public relations. The researcher will evaluate the key practices employed and the channels selected today versus a couple of decades ago and highlight the key differences. The researcher can identify as many variables as possible to perform a clear and broad comparison between both strategies.

Topic 11: The evolution of the PR agency model

Research Aim: The PR agency model today is not the same as what it used to be a couple of years ago. The researcher will study and evaluate the evolution process of the PR agency model and key changes that have occurred over the period.

Topic 12: Significance of public relations for social media influencers

Research Aim: Social media influencers are gaining more importance as their influencer marketing is reaching new heights. While they play a significant role in helping brands achieve their marketing goals, they need to build public relations to keep themselves relevant, credible, and valuable to a particular niche. The aim of the research will be to identify how it is important for social media influencers to strengthen their PR strategies.

Topic 13: positive public relations- case study

Research Aim: Public relations is perceived with a negative connotation in general, although it is not like that. The aim of the research is to study and highlight positive public relations through different case studies. The researcher can choose very immediate examples or global examples.

Topic 14: public relations strategy employed by brands in the pandemic

Research Aim: While the pandemic was a shocking situation for all of us, the brands were having multiple problems in terms of managing health as well as the economic crisis at the time. During the pandemic, different responses from different brands were noted, which was a part of the public relations policy. The aim of the research is to identify how brands were able to execute their public relations strategy.

Topic 15: Public relations as an instrument to increase ROI

Research Aim: The main goal of public relations is to increase brand awareness, promote goodwill, and increase demand. The aim of the research is to identify if a public relations campaign can be oriented to increase the ROI and, if it does, How.

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Topic 16: Effectiveness of public relations in the health sector- case study

Research Aim: Public relations is only associated with businesses, politics, and media, but it can be used for just every sector. The research will identify how necessary public relations are and how effective they can be for the health sector by conducting a case study.

Topic 17: Uses and abuses of public relations

Research Aim: Although public relations strategies are useful and important, they have flaws of their own kind. The flaws lie in how the strategy is prepared and executed and the goals it aims to target.

The aim of the research will be to identify and analyse the uses and abuses of public relations. The researcher can evaluate in what ways public relations can be useful and in what ways they cannot.

Topic 18: Importance of public relations for political parties in the age of technology

Research Aim: The political parties rely on public relations to establish a relationship of goodwill and create a good image in front of the public. With the advent of social media, political parties have to be extra conscious as one act can ruin their established credibility. The study will aim to find out how it has become more important than ever for political parties to focus on public relations for their own benefit.

Topic 19: Public relations and journalism

Research Aim: The aim of the research is to identify how public relations is important in journalism and vice versa. The research will also identify the key similarities between public relations and journalism. The researcher can also point out to what extent public relations is misused by political leaders to influence journalism.

Topic 20: How PR programs have affected the government plans and decisions around the world

Research Aim: The research will analyse and evaluate how public relations programs run by state heads or governments have affected their decisions and plans. The researcher can take the example of successful and unsuccessful PR campaigns and their impact, respectively.

Topic 21: How technology has changed the strategies of public relations

Research Aim: The research will evaluate and figure out the changes that occurred to public relations strategies due to the technology. The researcher can evaluate the impact of different technologies to understand the impact.

Topic 22: Whistleblowers and public relations

Research Aim: Whistleblowers are individuals responsible for reporting any wrongdoings that may cause a threat to society to those in authority to rectify them. The whistleblowers thus play an important role in helping public leaders in improving public relations. The aim of the research would be to find out the wide-ranging benefits of whistleblowers for making effective public relations plans.

Topic 23: Trends in advertising and public relations to look forward to

Research Aim: The aim of the research is to find out the trends in advertising and public relations today and in the future. The research will also find the potential of each trend to evaluate how long it is expected to remain relevant in their respective fields.

Topic 24: Importance of strategic communication in PR

Research Aim: Communication is the key tool of PR. The research will find the definition of strategic communication. It will also identify and explore the importance of strategic communication in PR and the ways to improve it.

Topic 25: Tourism and public relations

Research Aim: The aim of the research is to identify the importance of public relations for tourism sectors for enhancing tourism. Tourism is not something about the tourists and destination, but it is a major government sector that can help economic growth if focused on it . It will analyse and evaluate the key elements essential for fostering tourism that is possible with public relations.

List of New & Trending Dissertation Topics on Public Relations

A Case Study Analysis on the Role of Public Relations in Crisis Management
The Influence of Social Media on Public Relations Strategies.
Corporate Social Responsibility and Its Impact on Public Relations Practices.
The Use of Influencers in Contemporary Public Relations Campaigns.
Challenges and Solutions of Public Relations Ethics in the Digital Age
The Effectiveness of Storytelling in Public Relations Campaigns.
Campaign Strategies in Public Relations and Political Communication.
Stakeholder Engagement Strategies in Public Relations
The Role of Emotional Appeal in Public Relations Messaging.
The Impact of Culture on International Public Relations Campaigns.
The Role of Public Relations in Influencing Public Policy.
Social Justice and Advocacy Campaigns in Public Relations.
Employee Engagement in Internal Public Relations Communications.
The Influence of Visual Communication in Public Relations.
Globalisation and Localisation in Public Relations Campaigns.
The Role of Public Relations in Building Trust in Financial Institutions.
The Role of Emotion in Public Relations Crisis Communication.
Public Relations Strategies for Startups and Small Businesses.
The Influence of Generation Z on Public Relations Practices.

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Home » Blog » Dissertation » Topics » Public Relations » Public Relations Dissertation Topics (26 Examples) For Research

Public Relations Dissertation Topics (26 Examples) For Research

Mark Aug 15, 2021 Aug 16, 2021 Public Relations No Comments

Public relation is a practice of deliberately managing the spread of information between the organization and the public. The ability of a company to relate to the public has an impact on its reputation and position. We have listed down some of the most impressive public relations dissertation topics that you can practice on. The […]

A list Of Public Relations Dissertation Topics

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99 Public Relations Dissertation Topics | Research Ideas

By Liam in Marketing , Public Relations

Navigating the world of Public Relations or PR can be a thrilling journey, especially when it comes to selecting the perfect dissertation topics for your undergraduate, master’s, or doctoral thesis. Public Relations is a dynamic field that constantly evolves, offering a plethora of engaging topics for a dissertation that can shape your academic and professional future. Whether you’re exploring the impact of social media on Public Relations, examining crisis management strategies, or delving into the ethics of corporate communication, finding the right dissertation topic in Public Relations is crucial in highlighting your academic prowess and passion for the field.

Here are some examples of frequently asked questions (FAQs) we have accumulated from different websites and forums that Public Relations dissertation topics students often ask while researching Research Paper Topics in Marketing. Many students are curious about what areas to focus on for their dissertations, and we’re here to help. Below, you’ll find a selection of common inquiries that can guide you in finding interesting and compelling Project topics in the field of Public Relations.

Any advice on choosing a recent Public Relations topic for my undergraduate dissertation in the UK?
What are some researchable Public Relations research paper topics for a PhD?
Can anyone suggest recent dissertation examples for a Public Relations master project in 2024?
How do I find research proposal topics related to Public Relations or PR for my MBA?

Introduction:

To make a meaningful impact with your dissertation, consider focusing on emerging trends or challenges within Public Relations. For instance, you might investigate how AI tools are reshaping communication strategies or analyze the role of Public Relations in enhancing corporate social responsibility. Each of these areas offers a unique opportunity to contribute valuable insights to the field, positioning yourself as a forward-thinking scholar. Your choice of thesis topics not only reflects your interests but also sets the stage for future research and career opportunities.

Similarly, in the realm of Banking and Finance, the selection of a dissertation topic plays a pivotal role in showcasing your analytical abilities and understanding of this complex field. With financial markets becoming more interconnected and technology driving innovation, there are countless avenues for impactful research proposal ideas. Topics such as the effects of fintech on traditional banking models, the role of blockchain in enhancing financial transparency, or an analysis of sustainable investment practices in today’s global economy can provide a strong foundation for your thesis. By focusing on recent trends and challenges, like the digitalization of finance or the regulatory changes following economic crises, you can contribute meaningful insights to the ever-evolving world of banking and finance.

Download public-relations Dissertation Example Pdf

A list of public relations dissertation topics:, the role of social media in modern public relations strategies: dissertation ideas.

Analyzing the impact of artificial intelligence on public relations strategies.
Exploring the use of artificial intelligence in public relations campaigns.
Investigating the impact of social media on brand loyalty.
Exploring the impact of social media influencers on brand reputation management.
Studying the influence of social media on public relations practices.
Analyzing the impact of social media on public relations practices in the post-COVID era.

Crisis communication and reputation management in public relations: Research proposal topics

Analyzing the role of public relations in crisis management and recovery.
Examining the role of digital communication in rebuilding brand reputation post-pandemic.
Exploring the impact of crisis communication strategies on brand reputation management.
Examining the effectiveness of crisis communication during the COVID-19 pandemic.
Assessing the impact of virtual events on public relations outcomes.

Corporate social responsibility (CSR) and its impact on public relations: Dissertation titles

Evaluating the impact of corporate social responsibility initiatives on company image.
Investigating the role of public relations in managing corporate social responsibility in UK businesses.
Exploring the role of public relations in enhancing brand value through social responsibility campaigns.
Assessing the role of public relations in managing corporate social responsibility initiatives.

Influencer marketing and its integration into public relations: Research proposal ideas

Exploring the effectiveness of influencer marketing in public relations.
Analyzing the influence of digital media on brand perception and loyalty.

The evolution of public relations in digital and online platforms: Thesis topics

Analyzing the impact of digital storytelling in public relations.
Investigating the role of digital media in shaping public opinion during environmental crises.

Public Relations Ethics and Corporate Transparency: Dissertation help

Analyzing the ethical considerations in public relations messaging during a global health crisis.

Brand communication and public relations in the age of fake news: Research paper titles

Assessing the impact of public relations on brand differentiation strategies.
Exploring the impact of public relations on luxury brand perception.

Government relations and public affairs in public relations: Dissertation research questions

Exploring the role of public relations in shaping public perception of government policies.
Analyzing the role of public relations in managing public-private partnerships.

Media Relations: Building and sustaining media contacts: Thesis research questions

Assessing the role of media relations in shaping public perception of healthcare policies.
Investigating the role of public relations in the renewable energy sector.

Public relations strategies for non-profit organizations: Research paper topics

Exploring innovative public relations strategies adopted by non-profits during COVID-19.
Investigating the role of public relations in fundraising strategies for charities.

Public relations and stakeholder management: Project ideas

Investigating the role of public relations in managing stakeholder expectations in the energy sector.
Exploring the role of public relations in managing public-private partnerships.

The role of AI and technology in public relations: Hot topics

Analyzing the impact of artificial intelligence on public relations strategies.

Cultural sensitivity and global public relations practices: Research proposal titles

Investigating the influence of global cultural diversity on international public relations.
Assessing the role of public relations in international trade promotions.

Employee relations and internal communications in public relations: Thesis ideas

Studying the role of public relations in managing internal employee communications.
Analyzing the impact of public relations on corporate culture and employee engagement.

Event management as a public relations tool: Research paper ideas

Examining the effectiveness of public speaking as a public relations tool.

Public relations crisis case studies and lessons learned: Dissertation examples

Investigating crisis communication strategies in UK public sector organizations.
Assessing the challenges faced by public relations professionals in the healthcare sector during the pandemic.

The intersection of public relations and marketing: Cross-disciplinary approaches: Thesis titles

Studying the impact of public relations on consumer behavior in the retail sector.
Analyzing the role of public relations in crisis management in the healthcare sector.

Conclusion:

Students interested in Public Relations often pursue degrees such as a Bachelor of Arts (BA) in Public Relations, Communication, or Journalism at the undergraduate level. For further specialization, they may opt for a Master of Arts (MA) or Master of Science (MSc) in Public Relations, Corporate Communication, or Strategic Communication. At the doctoral level, they might pursue a PhD in Communication Studies or Public Relations, focusing on in-depth research and academia. In Banking and Finance, students typically start with a Bachelor of Science (BSc) in Finance, Economics, or Accounting, followed by a Master of Science (MSc) or Master of Business Administration (MBA) in Finance, Banking, or Financial Risk Management.

For doctoral studies, students can pursue a PhD in Finance or Economics, focusing on research areas like financial markets, fintech, or investment strategies. In conclusion, selecting the right dissertation topic—whether in Public Relations or Banking and Finance—is crucial for shaping both academic and professional paths. Your choice should reflect current industry trends and emerging challenges, ensuring that your research contributes valuable insights to the field while positioning you as a forward-thinking expert.

There you go. Use the list of Public Relations dissertation topics well and let us know if you have any comments or suggestions for topics-related blog posts for the future or want help with dissertation writing; send us an email at [email protected] .

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Public relations (PR) refers to the art of maintaining a strategic communication process and relationships between an enterprise and its clients or a state and its public. Public relations is crucial for business development and smooth functioning. In academics, it's now a significant part of the literature. Therefore, students must find quality public relations dissertation topics to stand unique in their research modules.

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The vital role of public relations in shaping a positive business image.

Public Relations (PR) is indispensable for businesses, playing a pivotal role in shaping a positive public image. Through strategic communication, PR builds credibility, fosters trust, and enhances brand reputation. By effectively managing relationships with stakeholders, addressing crises, and supporting marketing efforts, PR contributes significantly to overall business success and sustainability.

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117 Public Relations Topics

If you are writing a paper on public relations, you will need to explore the dynamic world of communication, reputation management, and strategic messaging. On this page, we’ve gathered an outstanding compilation of public relations topics that you can use for an essay, research paper, or project. With the help of our PR topics, you could reveal how public relations shape the perception of organizations in the public eye.

🏆 Best Public Relations Essay Topics

📰 Interesting Public Relation Topics

🎓 Catchy PR Topics

💡 simple public relations research topics, ❓ questions for a public relations research.

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📰 10 Interesting Public Relation Topics

Public Relations and Photography Public relations are usually related to broadcasting, publicizing, photography, and promoting. The experts require time and talent to advance relations with mass media.
Alcohol and Drug Foundation’s Public Relations The campaign conducted by Alcohol and Drug Foundation is a vivid example of how the theories and practices of PR can help alter people’s behavior.
What Is Public Relations? As a PR professional, I expect to play an active role in monitoring public opinion over specific issues that affect the organization or client that I represent.
Alibaba Group’s Public Relations and Responsibility Alibaba Group also pays attention to the development of such two fields as the marketing and corporate social responsibility or the corporate citizenship.
Role of Women in Public Relations Public relations attract a significant number of women since it is necessary for specialists to work well in teams and empathize with and listen to their clients.
Commercial Law: Sprod v Public Relations Oriented Security In Sprod v Public Relations Oriented Security, the plaintiff was found lying in a pool of blood at the northern side of the Great Western Highway at St Marys.
Public Relations from Religious Perspective The field of public relations is an excellent illustration of how utilizing your faith to direct your professional actions may produce more moral and useful outcomes.
Public Relations: Preparing for a Job Preparing for a job in public relations requires developing and mastering skills related to public relations. In particular, soft skills present one of the top requirements.
Measuring Public Relations and Advertising Efforts Advertising programs should be measured primarily by the organization’s internal experts. It is because “advertising is one of the main ways companies generate business”.
Cyber and Public Relations in an Organization The paper states that public relations professionals are essential to an organization. Modern technology has introduced digital corporate PR.
The Art of Persuasion and Public Relations The art of persuasion appears almost in the fields related to human interactions, such as advertising, TV, the Internet, and mass media.
Emerging Technologies in Public Relations The work reveals that PR experts are presently utilizing emerging technologies to complete their research works successfully and maximize productivity.
Public Relations in Organizations: Article Response Communication affects all aspects of an organization including management, public relations, marketing and political communication, technical communication.
Larry Summers’s Public Relations Advisor: Case Study This paper will analyze and discuss the final decision on whether to fire or hire Summers, which rests with the Harvard Board.
Effective Public Relations in the Fashion Industry The influence of public relations on other aspects of marketing, as well as on the perception and attitude of potential buyers to the promoted product.
What Is the Role of Rhetoric in Public Relations Practice? In public relations, rhetoric helps PR managers and administrators to appeal to the emotions of the target audience and their internal feelings.
Coca-Cola Light: Public Relations and Marketing Coca-Cola Light is a sugar-free, low caloricity beverage. Marketing communications have meaning to the extent that a predisposition him to see, hear, or read them.
Role of Public Relations Staff in a Sports Organization This paper highlights this very function and role of a PR staff in managing a crisis in a sports organization through his skills in effective communication and modern media management.
Optus Company: Organizational Public Relations Problem This report presents an analysis of the organizational PR problem of the company “Optus” based on media articles that followed particular “crisis” situations providing recommendations on managing those issues.
Race and Gender in Public Relations Field This capstone paper examines the impact of race and gender diversity on building careers in the sphere of public relations.
Healthcare Marketing and Public Relations This paper discusses the marketing strategy of health care, including dealing with the negative reviews and managing long-term mutually beneficial relations.
Corporate Communications and Public Relations Corporate communications involve both internal and external information that the company’s management addresses to its employees, target audiences, and partners.
The 2008 Beijing Olympics: Public Relations Issues Advertisement China did during and at the close of the Olympics was a life-changing that was able to convince the entire world that things were not as earlier thought.
Chess Girls DC: Empowering Girls Through Chess Since 2013 The key challenge encountered by Chess Girls DC is the lack of constant funding that creates a shortage of coaches and equipment for appropriate training.
Downsizing Misinterpreted Due to Administrator’s Failures In the long-term perspective, it will be significant to concentrate on the employees’ performance and the conditions to recreate the image of the hospital.
The Public Relations Practices of Tesla Motors
Public Relations and Other Corporate Functions
The Public Relations Industry
Science, Technology, and Public Relations
Public Relations Ethics Code Ethical
Southeast Asia Tourism and Public Relations Problems
New Media and Public Relations Practice
Health Care Public Relations
Public Relations Professionals Are Strategic Communicators
Difference Between Marketing and Public Relations
Hypothetical Public Relations Campaign
Education and Public Relations Within the United States
Big Business Affects Public Relations Ethics
Global Public Relations and Multicultural World
The Public Relations Firm of the Lake Anna Nuclear Power Plant
Grunig and Hunt’s Four Models of Public Relations
DIX and Eaton Public Relations Firm
Toyota Solara Public Relations Plan
Relationship Between Politics and Public Relations
The Burson-marsteller Public Relations Scandal
Public Relations and Relationship Marketing
The Subjectivity and Objectivity of Public Relations
Crisis Management and Public Relations Strategies
Public Relations and University Entrepreneurship
The Role and Importance of Public Relations at Non-Governmental Organizations
Global Public Relations Trends
The Many Different Functions in the Field of Public Relations
Marketing, Advertising, and Public Relations
Advertising and Public Relations in America
Effective Internal Public Relations
The Role and Importance of Public Relations in the University Environment
Journalism, Advertising, and Public Relations
The Relationship Between Public Relations Professionals and Journalism
The Differences Between Public Relations and Marketing
Understanding the Activities, Methods, and Importance of Public Relations
The Role and Importance of Public Relations in a Company
Successful and Unsuccessful Spin Doctoring Case in Public Relations
Toyota’s Accelerator and Public Relations Crisis
Propaganda and the Public Relations Industry
Internal Public Relations Action Plan
Public Relations Between Healthcare Organization Crisis
Advertising and Public Relations in the United States
Public Relations and the European Constitution for Greece
Historical and Contemporary Figures in Public Relations
Public Relations and Professionalism
Internal Public Relations Action Plan at Burt’s Bees Inc.
Effective Public Relations for Your Business World
Social Media and Public Relations
Science and Public Relations
Public Relations Contemporary Approaches
Connection Between Public Relations and Public Option
International and Intercultural Public Relations
The Demand for Public Relations Specialists
Public Relations Campaign for New York Animal Rescue Shelter
The Societal and Organizational Functions of Public Relations
Public Relations and Organizational Listening
Skills Needed for the Public Relations Profession
Transmedia Marketing and Re-invention of Public Relations
The Public Relations Practitioner as Cultural Intermediary
Media and Public Relations Campaigns
Why Public Relations Professionals Should Use Facebook?
What Are the Common Tools of Public Relations?
What Models of Public Relations and Communication Are There?
What Are Postmodern Values in Public Relations?
What Guidelines for Measuring Relationships in Public Relations Are There?
What Are the Definition, Dimensions, and Domain of Public Relations?
What Is the Relationship Between Culture and Public Relations?
How Do Diversity Issues Influence Public Relations?
Is Using Social Media “Good” for the Public Relations Profession?
How Did the Evolution of the Manager Role in Public Relations Practice Go?
What Does Excellence Theory in Public Relations Mean?
What Is the Organization of the Public Relations Function?
What Are Perceptions of Public Relations Education?
What Are Critical Perspectives on Public Relations?
How Feminist Values Are Changing Public Relations?
What Are the Differences Between Public Relations and Corporate Social Responsibility?
What Is the Effect of Worldviews on Public Relations Theory and Practice?
What Is the Paradigm Struggle in Public Relations?
What Is the Role of Theory in Public Relations?
How Public Relations Practitioners Actually Are Using Social Media?
What Are the Ethical Obligations of Public Relations?
What Is the Key to Successful Public Relations and Corporate Communication?
What Cultural Values Influence American Public Relations Practitioners?
Why Civil Society Is Considered as a Rhetorical Public Relations Process?
What the Public Thinks About Public Relations?

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These essay examples and topics on Public Relations were carefully selected by the StudyCorgi editorial team. They meet our highest standards in terms of grammar, punctuation, style, and fact accuracy. Please ensure you properly reference the materials if you’re using them to write your assignment.

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80 Public Relations Research Topics

As public relations continues to evolve in a dynamic and interconnected world, the significance of insightful research cannot be understated. For students venturing into the captivating domain of public relations, this post serves as a treasure trove of research topics that span various dimensions of the field. Whether you’re pursuing an undergraduate, master’s, or doctoral […]

Whether you’re pursuing an undergraduate, master’s, or doctoral degree, these research topics have been thoughtfully curated to inspire your thesis or dissertation. From crisis communication strategies to the impact of social media on stakeholder engagement, delve into these topics to unlock the depths of the public relations landscape.

A List Of Potential Research Topics In Public Relations:

Crisis Communication Management in the Digital Age: Strategies and Best Practices.
Exploring the Influence of Social Media on Public Perception of Corporate Social Responsibility.
The Role of Storytelling in Shaping Brand Identity and Public Perception.
Analyzing Celebrity Endorsements in Public Relations Campaigns: Successes and Pitfalls.
Navigating Cross-Cultural Communication Challenges in International PR Campaigns.
Ethics and Accountability in Public Relations: A Comprehensive Study.
Political Communication and Public Relations: A Comparative Analysis.
Crisis Communication in Healthcare: Lessons from Recent Global Health Crises.
The Evolution of Media Relations in the Age of Digital Journalism.
Influencer Marketing and Its Impact on Consumer Behavior: A PR Perspective.
Public Relations Strategies for Crisis Management in Higher Education Institutions.
Corporate Reputation Management: Strategies for Building and Sustaining Positive Image.
The Role of Public Relations in Fostering Diversity and Inclusion Initiatives.
Social Media Crisis Management: Case Studies and Lessons Learned.
Public Relations and Environmental Advocacy: Communicating Sustainability Efforts.
Exploring Employee Communication and Engagement Strategies in Large Corporations.
The Art of Persuasion: Psychological Principles in Public Relations Campaigns.
Public Relations in the Age of Disinformation: Navigating Fake News and Misinformation.
The Intersection of Public Relations and Advertising: Synergies and Distinctions.
Government Public Relations: Balancing Transparency and National Security.
Corporate Branding and Reputation: A Case Study of Successful Rebranding Efforts.
Analyzing Public Relations Campaigns in the Nonprofit Sector: Effectiveness and Impact.
Crisis Communication in the Hospitality Industry: Challenges and Best Practices.
The Power of Visual Communication: Visual Storytelling in PR Campaigns.
Public Relations Strategies for Attracting and Retaining Gen Z Consumers.
Exploring the Role of Emotional Intelligence in Effective PR Leadership.
Influencer Crisis Management: Responding to Controversies and Negative Publicity.
Public Relations in the Entertainment Industry: Celebrity Management and Media Relations.
Corporate Social Responsibility Reporting and Its Impact on Public Perception.
Digital Transformation in Public Relations: Embracing Technological Advancements.
The Use of Data Analytics in Measuring the Success of PR Campaigns.
Crisis Communication in the Age of Social Activism: Navigating Social Justice Issues.
Public Relations and Financial Communication: Strategies for Enhancing Investor Relations.
Stakeholder Engagement in Public Infrastructure Projects: Challenges and Solutions.
Analyzing the Influence of Political Satire on Public Perception and Discourse.
Public Relations Strategies for Managing Product Recalls and Safety Concerns.
Social Media Influencers as Brand Ambassadors: Opportunities and Risks.
Crisis Communication in Online Reputation Management: Case Studies from Various Industries.
Exploring the Impact of Virtual Reality (VR) in Immersive PR Campaigns.
Public Relations and Health Communication: Addressing Public Health Issues and Awareness.
The Art of Crisis Communication: Effective Strategies for Navigating Controversies.
Public Relations in Crisis Situations: A Comparative Study of Public and Private Sector Approaches.
The Role of Public Relations in Shaping Public Opinion on Climate Change.
Analyzing the Effectiveness of Celebrity Apologies in Crisis Communication.
Social Media Listening and Sentiment Analysis: Insights for Public Relations Strategies.
Public Relations and Political Campaigns: The Art of Persuasion in Electoral Processes.
The Impact of Influencer Authenticity on Consumer Trust and Brand Perception.
Crisis Communication and Brand Resilience in the Face of Product Recalls.
The Intersection of Public Relations and Government Policy: A UK Study of COVID-19 Messaging.
Exploring Influencer Collaboration and Partnerships in PR Campaigns.
Corporate Social Responsibility (CSR) and Public Relations: Strategies for Authentic Communication.
Crisis Communication in the Age of Viral Outbreaks: Lessons from the COVID-19 Pandemic.
Public Relations Strategies for Navigating Ethical Dilemmas and Moral Challenges.
The Role of Emotional Appeals in Nonprofit Fundraising Campaigns.
Analyzing the Dynamics of Public Relations in Political Scandals.
Public Relations in the Era of Remote Work: Communicating Across Virtual Teams.
Crisis Communication and Reputation Repair: A Study of Post-Crisis Brand Restoration.
Public Relations Strategies for Enhancing Trust in Financial Institutions.
The Influence of Gender and Diversity on Public Relations Practices and Narratives.
Exploring the Art of Persuasion in Public Relations Campaigns.
Political Propaganda and Public Perception: A Historical and Modern Analysis.
Public Relations Strategies for Crisis Communication in Online Retail.
The Role of Public Relations in Shaping Public Opinion on Immigration.
Analyzing the Rhetoric of Public Figures and Its Impact on Public Discourse.
Public Relations and Advocacy Communication: Effectiveness and Challenges.
Crisis Communication and Stakeholder Engagement in the Energy Industry.
Public Relations Strategies for Navigating Consumer Boycotts and Activism.
Exploring the Influence of Cultural Factors on Public Relations Campaigns.
Public Relations and Environmental Activism: Communicating Conservation Efforts.
Crisis Communication and Legal Challenges: A Case Study Approach.
Public Relations Strategies for Managing Controversial CEO Behavior.
The Role of Public Relations in Shaping Public Perception of Technology Companies.
Analyzing Public Relations Campaigns for Social Change and Advocacy.
Exploring Public Relations in Political Diplomacy and International Relations.
Public Relations Strategies for Enhancing Employee Engagement and Satisfaction.
Crisis Communication in the Financial Services Industry: Rebuilding Trust After Scandals.
Public Relations and Crisis Management in the Aviation Industry.
The Influence of Cultural Events on Destination Image and Tourism PR.
Public Relations Strategies for Managing Employee Relations and Labor Disputes.
Crisis Communication in Higher Education: Addressing Controversies and Student Concerns.

In the dynamic landscape of public relations, the possibilities for research are as vast and diverse as the field itself. These research topics encapsulate the multifaceted nature of public relations, offering you a wealth of opportunities to explore, analyze, and contribute to this evolving domain. Whether your interests lie in crisis communication, stakeholder engagement, ethics, or the intersection of public relations and various industries, these topics serve as a foundation for your academic journey and a gateway to making meaningful contributions to the world of public relations.

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Master list of research topics in PR and communications

“as for the future, your task is not to foresee it, but to enable it.”.

Choosing a public relations or marketing communications dissertation topic can sometimes be almost as hard as starting the research itself. A good dissertation topic should be one that will allow you to produce a professional polished piece of work within a limited amount of time and with a limited amount of cost

The PR and Communications dissertation topics we have carefully selected, highlight recent trends and emerging concepts in PR both in Nigeria and around the world. You can choose and adapt them further in your research journey.

30 PR and Communications dissertation topics

Emotional effects of social media and the application of Public Relations best practice.
Analysis of the changing Communications landscape in the age of zoom and the new virtual reality.
The impact of influencer marketing and social media in Public Relations.
The growing importance of ethics and the challenges for Public Relations.
The role of Public Relations strategies in reputation management and crisis communications.
In-depth study of the alternatives to press releases as effective PR tools in a changing world.
An analysis of the measurement and monitoring of PR effectiveness and the ROI.
A critical examination of the growing commercialization of the media and PR in Nigeria.
The importance of paid advertising and paid PR and why they matter.
The changing face of community relations practice by the oil companies in Nigeria.
A review of the corporate website blogging and its impact on consumer behaviour.
Analyzing the change management communication: barriers, strategies and messaging.
Exploring the profession of PR in Nigeria and investigation of the rise of hypermodern values.
Importance of house journal for effective corporate communications in a new digital world.
Evaluation of the employee-generated content in the contextual of internal communication of the Public Relations
The role of marketers in managing Public Relations while dealing with inbound marketing.
The role of Public Relations in corporate rebranding.
The increasing demand for accountability and the effect on the PR process and practice.
The emerging role of Public Relations in content performance.
How the new social media and increasing mobility is disrupting Public Relations in Nigeria.
A critical examination of the role of Public Relations in the phenomenal growth of Telecoms in Nigeria.
The role of digital PR in impacting the voting process and decision making.
The effect of Covid 19 on PR practice and the shape of things to come.
The impact of celebrity endorsement on public perception of the beer brands in Nigeria.
A case study of PR management and its role in promoting organizational culture.
Evaluation and measurement of the application of PR strategies in the Nigerian banking industry.
Fragmentation of the mass media and the effect on PR practice
An analysis of the current trends of advertising education and professional practice.
Effects of social media on consumer perception of brands.
The strategic importance of PR in crisis management.

Tips on how to choose a PR research topic

Writing a Communications thesis calls for planning, research and perseverance. Here are a few helpful tips in picking your PR dissertation topic for a Masters or Ph.D or other research work [1] :

Develop a topic that will hold your interest.
Choose a topic that combines your serious interests with an issue of concern to the scholarly world.
Bounce your ideas off your professional colleagues and tutors. Fine-tune your topic based on feedback.
Read broadly in that area and find out what has been done and what can still be done. [2]
It needs to be a topic of potential interest to others in the field, not necessarily the “latest fashion,”
Look for a niche in which you can make a difference
Don’t be too narrow and too vague.

Finally, enjoy yourself as you dig deeper to produce an impressive PR dissertation. [3]

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Public Relations Dissertation Topics

Pr and social media dissertation topics, public relations in practice, future of public relations.

The public relations have moved their focus from traditional media such as print and radio to online, and especially to social media platforms from Facebook and Twitter to the latest favourite, Instagram. The key reason for this shift is the exponential rise in the consumption of social media by people. This section explores how the PR landscape is changing as a result of this and how it needs to adapt in order to become influential on these social media platforms.

To study the changes in public relations campaigns on social media as compared to traditional media.
To analyse the key factors for evaluating campaign success of online Public Relations on Instagram and Facebook.
To evaluate the effectiveness of influencers as a public relations tool on social media platforms.
A case study to evaluate how influencers built their own brand using social media as a PR tool.
To decipher the ROI for social media PR campaigns.
To determine the marketing and PR skills required by the new professionals in conducting successful PR campaign using social media.
To derive key determinants of crisis and reputation management on social media.
To study how mobile-based consumption of social media is affecting the PR activities of major brands.
Rise of social media based public relations: A case study of UAE/Saudi Arabia/Qatar (any Middle Eastern country).
Paid PR: How can SMEs (small and medium enterprises) achieve brand penetration on social media using paid PR?

This section deals with the challenges faced by the PR industry today as well as the challenges it needs to overcome or the areas in which it can create a real impact in a society and the role it can play in achieving this.

A case study to understand if public relations is still a male-dominated profession and what needs to be done to promote gender equality.
A study to analyse the extent of participation of a PR professional in creating marketing and branding strategy.
A study to evaluate if the digital media shift of the PR by major brands reduced the inequality and increased inclusivity of people.
To study the impact of public relations campaigns on the perceived service quality of hospitality businesses.
To understand the effectiveness of traditional media, mainly television as a PR tool in 21st Century.
A study of brands that have failed to switch their PR to digital and social media and suffered their brand reputation and identity.
To evaluate the lack of effectiveness and determinants of failure of UK government regarding the COVID-19 pandemic.

The move from print and television to digital happened a few years ago and changed the dimensions of public relations for ever. Now, with the pandemic, and the need to work from home, there has been an unprecedented rise in the OTT platforms such as Netflix, Amazon, Disney Plus and so on. These platforms are now considered to be the future of PR. This section explores research topic relating to this exciting new PR opportunity.

Are the OTT platforms the latest PR tools? A case of Netflix and how it can be used as a PR tool.
The case of how Hotstar, a local OTT platform, changed PR landscape in India.
How online platform users are creating ‘fake news’ and damaging the reputation of brands.
The role of digital PR in impacting political decision making and elections: Case of US elections of 2016 and 2020.
To determine the use of social media as a political tool by political parties in the US and UK.
To evaluate the steps taken by digital platforms to stop fake news that can damage reputation, incite violence, or create a false narrative: A case study of Twitter.
A study to understand the role big data can play in shaping the future public relations campaigns.
An explorative study to understand if public relations using digital media have lost moral and ethical values.
To study the measurement of engagement in public relations campaigns online.
To evaluate the ‘grey areas’ in digital PR and evaluate their impact on public perception of brands.
To understand how the best brands are using PR mix to maximize the engagement with their target markets: A case study of Nike.
What will be the future of public relations after pandemic and fake news? An explorative study.
To explore the role of digital media platforms in bringing social change by using them as public relations tools.

Public Relations Research Paper Topics

Consensus-Oriented Public Relations
Co-Orientation Model of Public Relations
Cultural Topoi in Public Relations
Determination Theory in Public Relations
Excellence Theory in Public Relations
Intercultural Public Relations
Intereffication Approach in Public Relations
Media Influence on Public Relations
Organization–Public Relationships
Professionalization of Public Relations
Public Affairs
Public Diplomacy
Public Relations Ethics
Public Relations Evaluation
Public Relations Field Dynamics
Public Relations Planning
Public Relations Roles
Rhetorical Theory of Public Relations
Situational Theory of Publics

Nature and Image of Public Relations

In the opinion of some, public relations can be defined as the art of stealthy manipulation of public opinion, of the opinions of consumers and of politicians. As viewed by some, it consists of spinning the truth to the selfish interest of some organization or interest, issue advocate, person, or viewpoint – usually to the disadvantage of others.

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In contrast, public relations has equally been seen as a professional practice and academic discipline dedicated to spreading rational and trustworthy information from and about an organization in order to open up the organization and its practices for those who are interested. At the same time, public relations is also seen as a professional practice and academic discipline dedicated to fostering effective two-way communication between some organization or entity, such as an industry, and persons whose opinions can make or break the future success of the sponsor. Some discussants of the nature of public relations, for example in South Africa, New Zealand, and the USA, have advocated that instead of focusing on fostering sham relationships, senior practitioners are first of all the consciences of their employers. They know better than other disciplines the moral standards by which their employers are judged. They advocate that first the organization must be good before it can be effective in its communication efforts. The core goal of public relations is then not so much to open the organization or produce good relationships as to help the organization to produce quality and acceptable strategic decisions.

Practitioners recognize both that the challenge of ethics is broad and that the devil is in the detail. Each strategic decision as well as each word that is spread can pose ethical challenges and, consequently, needs to be discussed in terms of its consequences for the well-being of the organization, of its publics, and of society at large. The first step in public relations is to create sound management policy that deserves the fruits of good will, as John W. Hill, the co-founding principal of Hill & Knowlton, argued in the mid1900s. At the time of his retirement in the late 1960s, his firm was the largest in the world. “Public confidence in the corporation as an institution must be earned and deserved. ‘Smart publicity’ will never replace sound management policies and acts in building a solid foundation of good will,” he rightly claimed (Hill 1958, 163).

History of Public Relations

To many, modern public relations was born in the USA at the end of the nineteenth century. That may be so for the naming of this phenomenon but not for the practice itself. World history in general and European history in particular offer many instances of what can be termed evidence of public relations practice, if not by that name. In Europe, public relations as practice has a long history (see for an overview, van Ruler & Vercic 2004). The period of the Enlightenment, as developed in the eighteenth century in France and Germany, strongly influenced the evaluation and practice of public relations in many European countries. In the eighteenth century, science and knowledge were no longer seen as being relevant only for the elite, but had to be diffused. One of the countries that were the first to institutionalize this concept as a practice was the Netherlands. The means for the diffusion of knowledge became known as “voorlichting,” which is a literal Dutch translation of “enlightenment.”

In the Netherlands the concept of “voorlichting” soon developed into institutionalized “giving full information to all people to enable them to mature and emancipate.” Already in the mid-nineteenth century, the administration as well as civil society organizations started to introduce “voorlichters,” specialists who traveled around to give information about health, good farming, housekeeping, sexuality, politics, etc. At the same time, the elite remained skeptical about this full enlightenment of ordinary people. That is why most of the time “voorlichting” was also used to show people how to conduct themselves as good citizens/subordinates and to control their behavior. When industrialization became a fact (late 1800s), industries started to provide information about themselves to the press as well as to the general public. The first official press departments originated in the early 1900s. The government soon followed. Dutch journalists, however, preferred to keep direct access to administrators and politicians. Thanks to the strong “pillarization” (denominational segregation ) of the society, with each pillar using its own media and therefore its own political contacts, their lobby was successful for a long time and the governmental public relations departments were forced to aim their press releases at foreign journalists only.

Directly after World War II public relations became an established part of company life. The Dutch claim to have established the first national public relations association, in early 1946. There was an enormous growth in the area during the 1980s, when US management approaches became the vogue.

In Germany also, public relations has a long history, based on the concept of “Öffentlichkeitsarbeit,” which can be translated as “work for the public sphere.” According to Bentele (1997), the first press offices engaged in politics and economics as well as in communities, associations, and organizations originated in the early 1900s. Alfred Krupp, founder of the steel company Krupp, established the first press department in a private company in 1870. The duty of this department was to read all newspapers that were considered important to the firm and at the same time to write articles, brochures, and “correspondences” in order to advertise products and the firm as a whole. As in the Netherlands, a characteristic feature of this first period is that public relations was used both to inform and to manipulate.

During the Weimar Republic (1918–1933), new social conditions arose such as the parliamentary, democratic state and an economically independent and active press; the media, no longer directed or controlled by the state, gave a boost to the growth of public relations. After the National Socialists came to power, the conditions of public relations changed abruptly. In sharp contrast with the Weimar period, the media were now controlled and manipulated by the party. After the end of World War II in 1945, not only did public relations have to redefine itself under the new conditions of a parliamentary democracy, it also had to dissociate itself from (Nazi) propaganda. The US influence on West German society was widely felt in the development of postwar public relations: besides new German advertising and public relations agencies, branches of US agencies started to settle in Germany (and in many other European countries), and today research in public relations has been established in several German-speaking universities in Germany, Switzerland, and Austria. Similar distancing occurred among US practitioners, who rejected the connection between propaganda and public relations even though they had initially embraced the connection and cut their professional teeth on propaganda efforts in support of both world wars.

Another country with early maturation of public relations is the United Kingdom . L’Etang (2004) placed the beginning of public relations in Britain in the 1920s. Emphasis focused especially on the role of local government, which contributed to public relations ideology and key concepts of professionalism. These articulated a strong public service ethos, laying the foundation of the (now Chartered) Institute of Public Relations, which was established in 1948. It all started with an emphasis on public service rather than on business activities being the roots of public relations in the UK (as well as in most of the Scandinavian countries and in Northern Ireland). Today, public relations seems more oriented toward propaganda and control, even within governmental departments.

Public relations is big business all over Europe , in the western as well as the eastern European countries. In most countries US agencies as well as US scholars have dominated the development, except for the German-speaking countries, Scandinavia, and France. In most of the eastern Europe countries public relations could only begin to flourish after the fall of the Soviet Regime in 1989. In all these countries public relations is growing rapidly and many universities provide bachelor’s as well as master’s degrees in public relations (often, however, named communication management or corporate communication). There is yet hardly any theory building in these countries and the practice has to lean on German, French, and Anglo-American approaches. Despite the US influence, robust innovations and new directions are being explored that may add important refinements to the understanding and practice of public relations internationally.

United States of America

Modern public relations in the United States started in the mid-nineteenth century. Its rise paralleled the mass media’s growth, which allowed mass-produced publicity and promotion, as well as the sort of issues management that resulted from the efforts of the robber barons to craft the public policy that was needed to support a mass production society. The practice in the USA has been dominated by public relations agencies, such as Hill & Knowlton, Burson-Marsteller, and Porter Novelli, as well as the public relations departments of major corporations. It has also been a valued tool of activism and the management of government agencies. Scott Cutlip (1994) has written in depth on the history of public relations agencies in the United States. In Cutlip’s opinion, the beginnings of modern public relations are found in the American Revolution , which brought the struggle for power between the patrician-led patriots and the commercial-propertied Tories – as well as indicting the British monarch for conditions that had become insufferable in the minds of leading colonial radicals. The twentieth-century developments in this field are directly tied to the power struggles evoked by the political reform movements led by master politicians from Theodore Roosevelt to Bill Clinton. These movements reflected strong tides of protest against entrenched power groups.

As a profession, the public relations vocation began with the establishment of the Publicity Bureau in Boston on the eve of the twentieth century and grew into large organizations. Starting with the rise of powerful monopolies, the concentration of wealth and power, and the rough-shod tactics of the robber barons in exploiting human labor and the nation’s resources, contemporary public relations emerged out of the melee of the opposing forces in this period of the nation’s rapid growth and emergence from isolationism into an imperial power, most of all for promotional and propagandistic reasons, Cutlip (1994) said. Efforts to refine the practice produced an interest in reshaping the profession as public affairs and issues management.

Although not the first pioneer in public relations, Ivy Lee remains today one of the most influential who helped define and build public relations. As a former journalist, he issued his Declaration of principles of public relations, which were, over time, to have a profound influence on the evolution of press agentry into publicity and of publicity into public relations. In an era of “the public be damned,” his declaration accentuated the positive right of the public to know:

—–This is not a secret press bureau. All our work is done in the open. We aim to supply news. This is not an advertising agency; if you think any of our matter ought properly to go to your business office, do not use it. Our matter is accurate. Further details on any subject treated will be supplied promptly, and any editor will be assisted most cheerfully in verifying directly any statement of fact . . . In brief, our plan is frankly, and openly, on behalf of business concerns and public institutions, to supply the press and public of the United States prompt and accurate information concerning subjects which it is of value and interest to the public to know about. (Cutlip 1994, 45)

Also famous worldwide is Edward Bernays, who defined public relations as propaganda and the engineering of consent in the early 1900s.

Other Parts of the World

In other parts of the world public relations has been a timeless craft and now is a growing field. As on other continents, the practice of public relations in Asia can be traced back for over a thousand years, ever since emperors realized the importance of public opinion and building harmonious relationships with people.

The use of modern public relations started in the 1970s. In China, for example, public relations became popular after President Deng Xiaoping’s decision to open China to the west. The popularity of the TV series Miss Public Relations in the late 1980s and early 1990s colored the perception of public relations among the Chinese, as the Chinese public relations scholars Flora Hung and Regina Chen detailed in Sriramesh (2004), where the development of public relations in Asia is described. The TV show, which showed young women hosting guests at expensive hotels, led most Chinese to think that public relations professionals were only involved in guest relations. In recent years, as multinational companies established a foothold in the country, Chinese practitioners and scholars wanted to incorporate western perspectives of public relations practice. The fundamental question was how to apply the western concept of public relations – brought in by young scholars who had studied in the United States – in a Chinese context. With the unique characteristic in Chinese culture of maintaining harmonious relationships with people, relationships are more critical and require more distinct obligations in China than in the west, Hung and Chen claim. That is why public relations in Asian countries can best be seen as a combination of western (USA-oriented) approaches and the so-called personal influence approach.

We cannot give here a full picture of the development of public relations in the world. We encourage our readers to familiarize themselves with overviews of public relations on the different continents, as well as The global public relations handbook (Sriramesh & Vercic 2003), the Encyclopedia of public relations (Heath 2005b), and articles in Public Relations Review on the development of public relations in specific countries, for example in Latin America and Africa.

Public Relations Research

The scholarly literature on public relations features one generic principle of public relations: It is the function that communicates for each organization and helps its management to favorably position the organization to earn the favor of targeted markets, audiences, publics, and society at large. This, however, is accomplished in different ways and guided by different theories. These theories define the different approaches to public relations, as can be found in the literature of the discipline. Some scholars seek one general theory of public relations. Perhaps it is to be seen as a proof of the effort to achieve the maturity of the discipline that so many perspectives exist and are challenged by so many researchers. Each perspective offers a unique and important contribution to theory building and valuable strategies to guide and foster ethical practice. For more details than can be provided here on theories and perspectives, see Bentele et al. (2005) (only in German), Botan and Hazleton (2006), Hansen-Horn and Neff (2007), Heath (2001b), and many other handbooks, as well as the Encyclopedia of public relations (Heath 2005b).

The Information Model

The information model of public relations focuses on the dissemination of information, which targets groups to inform (enlighten) them about the plans of the organization and the decisions made. In the former Soviet countries in Europe, one of the major topics is the education of the organization as well as the public to practice this information model, instead of the propagandistic persuasion model of the Soviet regime (Tampere 2003).

The information model is rooted in classical mass communication theories, such as the two-step flow of information (and the multi-step flow), the diffusion of innovations theory, the knowledge gap theory, the uses-and-gratifications approach, and information processing theories. Successful public relations in this approach engages in informing the right people at the right time about the plans and decisions of the organization, but most people are not easy to reach directly, and the most widely used channels to inform key, targeted members of the public and society at large are consequently the mass media. Thus, informational communication management is primarily broadcasting management.

The Persuasion Model

The persuasion model of public relations focuses on the persuasion of target groups to accept the organization’s view on relevant issues, and is also known as the corporate communication approach (van Riel & Fombrun 2007). The basis for this approach stems from Bernays’s theory of public relations as propaganda (for an overview of his ideas, see Cutlip 1994), and the expanded introduction of a psychological approach to mass communication instead of a sociological one in the study of public relations, which give this model wings. The key aspect of these theories is the seeking of control through the assumptions of asymmetrical propaganda.

John Hill (1963, 6) offered tried and true advice for practitioners to be cautious about how they seek to persuade: “It functions in the dissemination of information and facts when non-controversial matters are involved. But when controversy exists, public relations may become the advocate before the bar of public opinion, seeking to win support through interpretation of facts and the power of persuasion.” Whether such communication options on matters of controversy are propaganda or rhetoric can be examined by the extent to which the message is manipulated to obscure enlightened choice or framed to maximize it. Hill realized that propaganda could not be the rationale for public relations, but knew that organizations could not and should not avoid engaging in controversy, which starts with information and includes the interpretation of that information and the application of it to make informed and enlightened decisions.

Receiving and processing the message (which is key in the information model) is not enough here; the targeted public must also be convinced there is a predefined meaning for the situation rather than one that emerges through dialogue. Successful public relations, by this logic, means “ convinced publics,” or ensuring a positive image is held by important target groups. Since it is difficult to convince people, research is thought to be important for discovering what the publics will accept. Persuasive public relations is therefore primarily impression management . Defined by both means and ends, persuasion can corrupt public relations if it presumes only to advantage the source and to control the judgments and actions of a targeted public.

The Critical Model

Habermas (1962) claimed that the development of public relations and advertising changed open democratic discourse into a non-critical force of acclamation of the powerful elite. In light of this view, critical models of public relations have been developed, with a main tradition in the United Kingdom. Cottle (2003) edited a volume with different critical approaches (see also Davis 2002). Critical approaches to public relations are rooted in symbolic interactionism, the cultural approach of Stuart Hall, the sociology of news production, and social drama theory.

As in the persuasion model, public relations is seen as a persuasive power, tough not from the angle of the benefit of the organization, but from the angle of the benefit to (or deficit from) society as a whole. What may be successful public relations for the organization is not necessarily successful (or even detrimental) for society, these scholars argue. Critical perspectives will call public relations impression management or spinning.

The Two-Way-Symmetry Model

Grunig et al. (2002) offered a critical view, but not so much from a societal perspective as from a strategic management perspective based on the logics of systems theory. They call the scientific persuasion model an asymmetrical approach to public relations that presumes that to solve a relationship problem a key public has only to alter its view to conform to that preferred by the organization. Grunig et al. prefer a two-way-symmetrical model, in which relationships are built and maintained through interaction. The essence of the interaction is to understand the concerns of a public through research, make those concerns known to management, and seek appropriate changes in management policy. The aim of the relationship is the creation of consensus on important issues to avoid conflict and assure cooperation, for the sake of the publics as well as of the organization itself.

To accomplish this outcome, it is important to focus on communication processes not toward publics or target groups, but between interdependent parties. The premise is that communication between parties will lead to a balance of interests . Another premise is that parties are willing to act as involved and rational citizens instead of selfish consumers and producers. Theoretically this approach is rooted in balance theories of communication, e.g., co-orientation models. In this approach, successful communication management is seen as negotiating with the publics for an acceptable meaning of issues, which is a matter of balancing the give and take. By this logic, two-way-symmetrical public relations is primarily negotiation management.

The Interpersonal Model

Most public relations theories are closely associated with mass communication. As early as 1984, Ferguson promoted the use of interorganizational and interpersonal relationship as the focus in public relations theory. Yet, in most public relations literature, relationships are conceptualized for the most part as interactions between groups (“publics”) rather than individuals, Toth (2007) claimed.

Sallot was one of the first scholars to explore the rich interconnectedness of public relations practice and theory and interpersonal communication (IPC) theory in several presentations (see for an overview Sallot, 2005). Only recently (see, e.g., Botan & Hazleton 2006) have researchers started to apply IPC theory in a comprehensive manner to public relations and practice. The central logic of public relations theory derived from IPC theory is that relationship quality counts and that the quality of what is done by relational partners can increase or decrease the harmony between the partners. Harmonious relationships lead from and to an incentive to cooperate and support, to distribute resources that are available in the relationship. Disharmony results from qualitatively inferior relationships that give participants a motive to sanction relational partners.

Another typical interpersonal approach to public relations is the interpersonal influence model , developed in Asia (Sriramesh 2004) in order to feature the importance of interorganizational and interpersonal relationships in Asian countries. It is critical in this approach to make efforts to cultivate interorganizational and interpersonal relationships by exchanging gifts, favors, and hospitality and do this in an ethical manner. In this approach, successful public relations is most of all people management.

The Reflective Model

The reflective model of public relations (called communication management) is trying to integrate many of the leading perspectives on public relations. Dialogue is an important strategy to develop trust, but it is rather naïve to believe that it is an answer to all mistrust (van Ruler & Vercic 2005). First of all, it is impossible to engage all publics, let alone public opinion, in this dialogue; second, in most cases interests are fuzzy or conflicting. That is why managers use all kinds of strategies, including manipulation of frames (persuasion), in order to earn the favor of publics and get things done. The constraint on this manipulation is public legitimacy, which, because of increased public counteraction, has become increasingly necessary for business to survive.

The reflective model differentiates between the societal/institutional and the economic/ administrative roles each organization plays in its public relations. The economic role is concerned with the meso- (group) and micro- (interpersonal) level of communication among members of the organization, and between the organization and its publics in order to become legitimate in the eyes of specific publics. The societal role is concerned with the macro-level of societal legitimization. Public relations is concerned with the reproduction of the underlying principles that enable organizations to emerge, develop, and prosper. Living in an organizational society, these organizational challenges are communicatively enacted.

This model also differentiates between the organization as organization and as institution. The reflective model looks at the organization as an empirical realization of an institution in society, and the organizational dimension is subordinate to the institutional dimension when it comes to survival. That is why public relations is empirically working in and through the social construction of public identity. In this approach, public relations is primarily concerned with public legitimatization, and in order to get public license to operate, it focuses on public opinion (the public sphere) as a quantity as well as a quality. The institutional dimension of an organization triggers the reflective model of public relations, while the organizational dimension triggers the existing models, now seen as strategies of the reflective model (van Ruler & Vercic 2005).

The primary concerns of public relations from a reflective approach are an organization’s inclusiveness and preservation of the “license to operate.” As marketing is viewing organization from a market view, reflective communication management is viewing organization from a societal or public view. The basic question in this approach to communication management lies in the empirical definition of what is seen as legitimate.

The Rhetorical Model

The rhetorical model builds on what has been called the rhetorical heritage reaching back to treatises central to the humanities, crafted by Plato, Aristotle, Isocrates, Quintilian, and many others, including more recently the work of Kenneth Burke and Chaim Perelman. This body of literature continues to be a robust part of the standard curriculum of welleducated persons and vital to the democratic spirit of countries around the world (Heath 2001a, 2007).

The essence of the rhetorical model at its best is to know the strategies and forces that lead to co-created meaning, collaborative decision-making, and identification. It can also be applied to evil ends using offensive means. Enriched by reflective management and guided by the commitment to demonstrate cases through fact, weigh the values central to each case, and seek to recommend the wisest policy, public relations can apply the rhetorical heritage to increase the likelihood that interested markets, audiences, and publics can make enlightened choices as stakeholders and stakeseekers.

The essence of rhetoric is statement and counter-statement . It is advisory, invitational, and propositional, with as its basic paradigm a thoughtful contest between choices. At its best, it can lead to enlightenment and wise choice. At its worse, it obscures, obfuscates, and centers on ad hominem dispute that ultimately may be damaging (Ihlen 2002).

Thus, the theory and practice of public relations as relying on the rhetorical heritage arm it better to engage in discourse as the rationale for individual and collective decisionmaking in society. This approach allows insights into how meaning is crafted, how ideas are enlivened and framed, and the rich connections between the meanings of the actions of companies and those of other organizations, which are also part of the meaning they create, as well as yield to, in the fostering of harmonious and mutually beneficial relationships. In these endeavors, character counts, a theme that continues to be central to the rhetorical heritage. Not only does the character of the organization speaking add to or detract from the impact its opinions and information have, but the kinds of statements made, the care for the interests of others, and the efforts to achieve enlightenment and reveal good character add to the reputation of the organization.

In more current terms, the rhetorical model presumes that society is created for the collective management of risks. Each individual and organization is conjoined in this arrangement. Dialogue is the rationale for bringing information to bear on risks, but the evaluation of such information is not centered in one body, but institutionalized for the collective good of all members of the society.

The Future of Public Relations

The major work of Sriramesh and Vercic (2003), The global public relations handbook , shows that the democratization of the world, especially in the latter half of the twentieth century, goes hand in hand with an enormous growth of public relations all over the world, as well as the necessity of viewing public relations on a global scale. The rapid expansion of new communication technologies such as satellite television and the Internet has increased the dissemination of information about products, services, and lifestyles around much of the world, Sriramesh and Vercic claim. Coupled with the freedom that accompanies democratization, the result has been a significant increase in the global demand for products and services, as well as of global suppliers who can meet this demand.

As a result, countries in Africa, Asia, the Middle-East, eastern Europe, and Latin America have already become, or will soon become, major centers of manufacturing as well as consumption, requiring the organizations of these countries to trade and communicate with a global audience. The formation of multinational trading blocks has also contributed to shrinking the global market, thereby increasing organizational activities among and between trading blocks. These factors, Sriramesh and Vercic claim, have contributed to a significant spurt in global communication, placing public relations practitioners at the forefront of managing the relationships among people of varied nations and cultures on behalf of organizations of all types. For professionals to engage in strategic public relations management in a global setting, it is essential that they have knowledge of globalization and competencies in multicultural communication.

The major works of Heath (2001b) and Botan and Hazleton (2006) show how robust the discourse on public relations theory and practice has become. From the 1970s, when much of the discourse on the topic existed in a few textbooks, professional trade publications, and the emerging Public Relations Review , the discipline has grown steadily. The breadth and depth of analysis have increased. The discipline is slowly becoming less derivative and more original in its theory building. It continues to seek to make critical and practical advances that have pedagogical and real-world application.

Last but certainly not least, globalization and the necessity of corporate social responsibility will urge public relations to rethink its ethical devices and its position in the organization as well as in society. The question is how public relations, with such a tarnished image, can grow steadily into a professional and academic discipline by realizing its potential for making society more fully functional.

References:

Bentele, G. (1997). PR-Historiographie und funktional-integrative Schichtung: Ein neuer Ansatz zur PR-Geschichtsschreibung [PR historiography and functional-integral stratification: A new approach to PR historiography]. In P. Szyska (ed.), Auf der Suche nach Identität: PR-Geschichte als Theoriebaustein [The quest for identity: PR history as theoretical constituent]. Berlin: Vistas, pp. 137–169.
Bentele, G., Fröhlich, R., & Szyska, P. (eds.) (2005). Handbuch der Public Relations: Wissenschaftliche Grundlagen und berufliches Handeln [Handbook of public relations: Scientific perspectives and professional action]. Wiesbaden: VS Verlag für Sozialwissenschaften.
Botan, C. H., & Hazleton, V. (eds.) (2006). Public relations theory II . Mahwah, NJ: Lawrence Erlbaum.
Cottle, S. (ed.) (2003). News, public relations and power . Thousand Oaks, CA: Sage.
Cutlip, S. C. (1994). The unseen power: Public relations – a history . Hillsdale, NJ: Lawrence Erlbaum.
Cutlip, S. C., Center, A. H., & Broom, G. M. (2000). Effective public relations . Upper Saddle River, NJ: Prentice Hall.
Davis, A. (2002). Public relations democracy: Public relations, politics, and the mass media in Britain . Manchester and New York: Manchester University Press.
Ferguson, M. A. (1984). Building theory in public relations: Interorganizational relationships as a public relations paradigm. Paper presented to the Public Relations Division at the annual meeting of the Association for Education in Journalism and Mass Communications, Gainesville, FL.
Grunig, L. A., Grunig, J. E., & Dozier, D. M. (2002). Excellent public relations and effective organizations: A study of communication management in three countries . Mahwah, NJ: Lawrence Erlbaum.
Habermas, J. (1962). Strukturwandel der Öffentlichkeit: Untersuchungen zu einer Kategorie der bürgerlichen Gesellschaft [Change of the structure of the public sphere: Investigation into a category of citizen’s society]. Darmstadt: Luchterhand.
Hansen-Horn, T. L., & Neff, B. D. (eds.) (2007). Public relations: From theory to practice . Boston: Pearson.
Heath, R. L. (2001a). A rhetorical enactment rationale for public relations: The good organization communicating well. In R. L. Heath (ed.), Handbook of public relations . Thousand Oaks, CA: Sage, pp. 31–50.
Heath, R. L. (ed.) (2001b). Handbook of public relations . Thousand Oaks, CA: Sage.
Heath, R. (2005a). Antecedents of modern public relations. In R. L. Heath (ed.), Encyclopedia of public relations . Thousand Oaks, CA: Sage, pp. 32–37.
Heath, R.L. (ed.) (2005b). Encyclopedia of public relations . Thousand Oaks, CA: Sage.
Heath, R. L. (2007). Rhetorical theory, public relations, and meaning: Giving voice to ideas. In T. L. Hansen-Horn & B. D. Neff (eds.), Public relations: From theory to practice . Boston: Pearson, pp. 208–226.
Hill, J. W. (1958). Corporate public relations: Arm of modern management . New York: Harper.
Hill, J. W. (1963). The making of a public relations man . New York: David McKay.
Ihlen, Ø. (2002). Rhetoric and resources: Notes for a new approach to public relations and issues management. Journal of Public Affairs , 2(4), 259–269.
L’Etang, J. (2004). Public relations in Britain: A history of professional practice in the 20th century . Mahwah, NJ: Lawrence Erlbaum.
Riel, C. B. M. van, & Fombrun, C. J. (2007). Essentials of corporate communication . London and New York: Routledge.
Ruler, B. van, & Vercic, D. (eds.) (2004). Public relations and communication management in Europe . Berlin and New York: Mouton de Gruyter.
Ruler, B. van, & Vercic, D. (2005). Reflective communication management: Future ways for public relations research. In P. J. Kalbfleisch (ed.), Communication yearbook 29 . Mahwah, NJ: Lawrence Erlbaum, pp. 239–274.
Sallot, L. M. (2005). Interpersonal communication theory. In R. L. Heath (ed.), Encyclopedia of public relations . Thousand Oaks, CA: Sage, pp. 442–444.
Sriramesh, K. (ed.) (2004). Public relations in Asia: An anthology . Singapore: Thompson Learning.
Sriramesh, K., & Vercic, D. (eds.) (2003). The global public relations handbook: Theory, research, and practice . Mahwah, NJ: Lawrence Erlbaum.
Tampere, K. (2003). Public relations in a transition society 1989–2002: Using a stakeholder approach in organizational communications and relations analyses . Jyväskylä: University of Jyväskylä.
Toth, E. L. (2007). Creating public relations through interpersonal communication: A review essay. Paper presented to the Public Relations Division at the annual convention of the International Communication Association, San Francisco, May.

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