oa Communicare : Journal for Communication Sciences in Southern Africa - Public relations: an alternative view
Public relations have, for reasons not that obvious, been neglected In terms of theoretical conceptualization in the study of communication phenomena. Though the field has seen a number of text books and articles written on public relations, attempt to put public relations in conceptual theoretical perspectives have been Iimited. The need therefore is to elevate the study of public relations to higher theoretical levels, which could also benefit industry eventually. In this article Lewinï¿½s field theory and in particular his topology of the inner person has been put forward as a focus domain of how to conceptualize public relations in an organizational context. Public relations are playing the mediating role between individual and individual, organization and individuals, as well as organization and organization. Lewin's field theory, aa such, provides the communicologist with exploratory alternative to the study of public relations.
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