Furnishing the Edifice: Ongoing Research on Public Relations As a Strategic Management Function

This article traces the origins and continuing development of a research tradition that conceptualizes public relations as a strategic management function rather than as a messaging, publicity, and media relations function. The tradition began serendipitously with the development of the situational theory of publics in the late 1960s, followed by the application of organization theory to public relations, the symmetrical model of public relations, and evaluation of communication programs. The Excellence study, which began in 1985, brought these middle-level theories together and produced a general theory, a theoretical edifice, focused on the role of public relations in strategic management and the value of relationships with strategic publics to an organization. Since the completion of the Excellence study, scholars in this research tradition have continued to improve and furnish the edifice by conducting research to help public relations professionals participate in strategic decision processes. This research has been on environmental scanning and publics, scenario building, empowerment of public relelations, ethics, relationships, return on investment (ROI), evaluation, relationship cultivation strategies, specialized areas of public relations, and global strategy. I conclude that the greatest challenge for scholars now is to learn how to institutionalize strategic public relations as an ongoing, accepted practice in most organizations.