Lost in translation? On the disciplinary status of public relations

The article deals with the current status of public relations (PR) as a scientific discipline which is in the process of breaking up into several subdisciplinary fields of research. It gives an overview of the problematic aspects of the disciplinary developments of PR and crystallizes the main points of the debate. The author criticizes the constant broadening and fragmentation of the field, occupying terrain from neighboring disciplines, and the eclecticism with which PR adopts concepts and theories from other fields without providing substantial theory building of its own. PR is considered a ‘postdisciplinary’ field of research, and the author points toward both the positive and the negative aspects that are associated with this. The conclusion suggests different approaches how to address the status quo.