Abstract
This chapter considers relationships between public relations and science. It suggests that public relations has been situated by science in three ways: by historical perceptions of science; by attempts to emulate a certain quantitative scientific method; and by seeking equivalent academic and social status to science. It argues that such perceptions may no longer be appropriate, that such attempts may be restrictive, and that such search is directing energies into limited channels less relevant to contemporary conditions. Adapting ideas from branding to academic disciplines, the chapter shifts attention away from emulation and towards the changing nature of discipline construction. It places these considerations in the context of attaining legitimacy and sustaining a competitive position for public relations to be a viable field for the future.
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McKie, D. (2008). Situating Science: Public Relations, Status, and Theoretical Trends. In: Zerfass, A., van Ruler, B., Sriramesh, K. (eds) Public Relations Research. VS Verlag für Sozialwissenschaften. https://doi.org/10.1007/978-3-531-90918-9_26
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DOI: https://doi.org/10.1007/978-3-531-90918-9_26
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