Aktywizm i władza: nowe kierunki poszukiwania ogólnej teorii <i>public relations</i>
Activism and power: new directions in research for a general theory of public relations The article presents one of the newest proposal in research for a general theory of public relations. The most popular general theories of public relations, i.e. the excellence theory, the contingency theory, th...
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| Format: | Article |
| Language: | deu |
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Wydawnictwo Uniwersytetu Śląskiego / University of Silesia Press
2015-12-01
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| Series: | Forum Lingwistyczne |
| Online Access: | https://www.journals.us.edu.pl/index.php/FL/article/view/6069 |
| Summary: | Activism and power: new directions in research for a general theory of public relations
The article presents one of the newest proposal in research for a general theory of public relations. The most popular general theories of public relations, i.e. the excellence theory, the contingency theory, the relationship management theory are corpocentric. They assumes, that organizations “invented” public relations. One of the newest approach based on the stakeholder theory shows that the discipline derives from the group standing vis-a-vis organization, mainly activists. Moreover, it particularly emphasizes the role of ethics and power within the process of creating and maintaining of relationships.
Key words: public relations, activism, power, ethics |
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| ISSN: | 2449-9587 2450-2758 |