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Article: The public relations debate: two leaders in the profession discuss what PR is, how it works and where it's going.
- Article from:
- Communication World
- Article date:
- May 1, 2007
CopyrightCOPYRIGHT 2007 International Association of Business Communicators. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Is PR a strategic consulting function focused on helping senior management communicate and relate more effectively with a variety of constituencies? Or is it primarily a marketing vehicle whose main goal is to promote a company's products and services and garner more sales?
In an online discussion that took place over several months last year, two leaders of the profession, Mark Weiner, senior vice president of the PR and communications intelligence firm Cision, and James E. Grunig, professor emeritus at the University of Maryland, argued both sides of the issue.
Despite their sometimes conflicting views on theory and practice, the two share a common ...