Public Relations: An Emerging Social Science Enters the New Millennium

Abstract

The field of public relations is one of the newest additions to the International Communication Association. Public relations is both a social science field of study and a professional practice. Public relations research is similar to other disciplines in that scholars utilize social science models, research methods, and both quantitative and qualitative techniques to describe, explain, and predict specific phenomena. In business, public relations is a professional practice with an organizational role and function, communication processes, and a code of ethics that guides the responsible use of strategies and tactics. This chapter provides an overview of public relations scholarship as it contributes to the objectives of the ICA. The authors trace the development of public relations from a one-way communication tool to a theoretically grounded communication function that builds relationships between organizations and the public.