Title: Theory development in the public relations research domain

Authors: Nicholas Nicoli; Marcos Komodromos

Addresses: Department of Communications, School of Humanities, Social Sciences and Law, University of Nicosia, 46 Makedonitissis Str., 1700 Egkomi, Cyprus ' Department of Communications, School of Humanities, Social Sciences and Law, University of Nicosia, 46 Makedonitissis Str., 1700 Egkomi, Cyprus

Abstract: Public relations are now seen by many as a mature field of study. One reason why the field has managed to establish itself as a discipline is on account of the development of its own unique body of theoretical knowledge. The inception of this knowledge is based around an understanding of the excellence theory and James Grunig's four-step model. With Grunigian public relations theory now over 20 years old this paper seeks to deconstruct the theory as well as other theories that have enabled practitioners to establish sound strategic approaches and PR educators to establish sustainable curricula. The paper is divided into two sections. In the first, it draws on overarching social science theories in order to offer a descriptive analysis of what theory is. The second larger section is divided into four parts that attempt to offer where public relations stands in a postmodern context before offering a historiography and analysis of excellence theory, persuasion theories and media theories.

Keywords: communication theory; excellence theory; Grunigian; media theory; persuasion; public relations research; strategic public relations; public relations practitioners; theory development; PR research.

DOI: 10.1504/IJTCS.2015.071268

International Journal of Teaching and Case Studies, 2015 Vol.6 No.2, pp.124 - 139

Received: 14 Mar 2015
Accepted: 10 May 2015
Published online: 18 Aug 2015 *

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