Notes that advances in new technologies and uses of databases have expanded the definition of publics and increased the ability to target messages to narrower and narrower ranges of publics. Explores the implications of these developments for the public relations profession. (RS)

Examines the relationship between public relations and marketing departments from the perspective of 262 public relations practitioners in the United States. Finds that domain similarity and resource dependence between the two departments was positively associated with the eventual take over of the less powerful department (public relations) by…

Presents arguments for and against the acceptance, in 1990, of two controversial client accounts by the public relations agency Hill & Knowlton. Examines the ethical implications of both accounts and concludes that whatever ethical infractions may have occurred reflect the agency's dominant public relations practices, not necessarily the "greedy…

Discusses ways a revolution in business management emphasizing people, values, integrity, and communication should also change the approach to public relations. Reviews research to demonstrate that coalition companies possess the characteristics of excellent companies. Argues that perhaps this community relations function will lead from the…

Presents findings from a survey of public relations practitioners and endusers in Singapore to provide insights into the present trends in the industry, what practitioners are doing, public relations skills which need to be developed, and emerging trends in the industry. (SR)

Argues that the proliferation of ethics codes in various mass communication organizations works against public trust of the communication professions because no single standard appears to be supported across the entire industry. Provides a framework for a universal ethics code. Suggests a strategy for its adoption. (SR)

Argues that, although valuable, ethical codes in public relations are unenforceable. Suggests that, with or without professional codes of conduct, most people who practice public relations will choose to be ethical because they believe in themselves and want others to respect them. (SR)

Argues that no insurmountable barriers preclude the development of a binding code within the public relations professional community. Suggests a professional model similar to that used by Certified Public Accountants as more appropriate, because it recognizes that not all the activities of its practitioners can be exclusionary and limited to those…

Describes the ongoing state of change in the domain of public relations, with special attention to model shifts. Defines model struggles and discusses the emergence of international public relations along with other recent trends. (HB)

Examines the absence of a critical feminist perspective in the application of systems theory as a unifying model for public relations. Describes an unacknowledged third system, the infrasystem, that constructs both suprasystem and subsystem interactions. Concludes with a case analysis of sport as illustration. (HB)

Argues that the traditional scientific worldview provides an insufficient foundation for public relations theory development. Proposes reformulating public relations theory based on a model informed by the dynamic worldview of chaos. (HB)

Outlines seven alternative models for public relations theory and practice. Considers the central issues and questions of each model. Calls for an expanded debate on paradigmatic issues. (HB)

Argues that scholars from other communication disciplines could learn much from public relations research. Discusses public relations research at the micro level (individual public relations programs), the meso level (managerial), and the macro level (what makes excellent public relations possible). Offers an integrative theory explaining the…

Angered by the poor press given his district and the nation's "feeble education system," the superintendent of Aurora (Colorado) Public Schools developed distinguished visitor tours to acquaint alleged critics with what the schools are offering. Visitors were impressed, and a mill increase passed shortly thereafter. (MLH)

College and university public relations officials need to be aware of the potential problems associated with institutional research programs using animals and conflicts with animal welfare activists. Steps to take include anticipating and planning for a crisis, knowing campus research projects, and educating the various constituencies affected,…