Four gaps in public relations scholarship and practice: The need for new approaches

Macnamara, J

Four gaps in public relations scholarship and practice: The need for new approaches

Macnamara, J

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Publisher:: Australian and New Zealand Communication Association (ANZCA)
Publication Type:: Conference Proceeding
Citation:: Media Democracy and Change: Refereed Proceedings of the Australian and New Zealand Communications Association Annual Conference, 2010, pp. 1 - 18
Issue Date:: 2010-01

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Field	Value	Language
dc.contributor.author	Macnamara, J https://orcid.org/0000-0003-1387-3882	en_US
dc.contributor.editor	McCallum, KE	en_US
dc.date	2010-07-07	en_US
dc.date.issued	2010-01	en_US
dc.identifier.citation	Media Democracy and Change: Refereed Proceedings of the Australian and New Zealand Communications Association Annual Conference, 2010, pp. 1 - 18	en_US
dc.identifier.isbn	978-1-74088-319-1	en_US
dc.identifier.uri	http://hdl.handle.net/10453/16721
dc.description.abstract	Contemporary scholarship recognises the importance of diversity and open ongoing construction and reconstruction of knowledge to remain current and relevant. However, content analysis of fourteen contemporary public relations prescribed texts and reference books supports claims of a Western, and particularly a North American, dominant paradigm and identifies four problematic gaps in contemporary public relations scholarship. This article argues that these require significant shifts in epistemology as they are limiting the efficacy of practice in the Second Media Age of interactive social media and social networks, the social relevance of the practice, the education of future generations of practitioners, and potentially stifling theory-building. Addressing these four gaps will offer increased potential for public relations to expand its remit, influence, and reputation within organisations and societyalbeit in a reconfigured form responsive to the social, cultural and political environments in which it operates.	en_US
dc.publisher	Australian and New Zealand Communication Association (ANZCA)	en_US
dc.relation.ispartof	Media Democracy and Change: Refereed Proceedings of the Australian and New Zealand Communications Association Annual Conference	en_US
dc.relation.ispartof	Australian New Zealand Communications Association Annual Conference	en_US
dc.title	Four gaps in public relations scholarship and practice: The need for new approaches	en_US
dc.type	Conference Proceeding
utslib.location	Canberra	en_US
utslib.location.activity	Canberra, ACT, Australia	en_US
utslib.for	2001 Communication and Media Studies	en_US
dc.location.activity	Canberra, ACT, Australia	en_US
pubs.embargo.period	Not known	en_US
pubs.organisational-group	/University of Technology Sydney
pubs.organisational-group	/University of Technology Sydney/Faculty of Science
pubs.organisational-group	/University of Technology Sydney/Strength - CPCE - Centre for Creative Practices and the Cultural Economy
utslib.copyright.status	open_access
pubs.consider-herdc	true	en_US
pubs.place-of-publication	Canberra	en_US
pubs.start-date	2010-07-07	en_US

Abstract:

Contemporary scholarship recognises the importance of diversity and open ongoing construction and reconstruction of knowledge to remain current and relevant. However, content analysis of fourteen contemporary public relations prescribed texts and reference books supports claims of a Western, and particularly a North American, dominant paradigm and identifies four problematic gaps in contemporary public relations scholarship. This article argues that these require significant shifts in epistemology as they are limiting the efficacy of practice in the Second Media Age of interactive social media and social networks, the social relevance of the practice, the education of future generations of practitioners, and potentially stifling theory-building. Addressing these four gaps will offer increased potential for public relations to expand its remit, influence, and reputation within organisations and societyalbeit in a reconfigured form responsive to the social, cultural and political environments in which it operates.

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http://hdl.handle.net/10453/16721