%0 Journal Article %1 flynn2006deb %A Flynn, T. %D 2006 %I Lawrence Earlbaum %J Journal of Public Relations Research %K PR_management PR_theory %N 2 %P 191--201 %R 10.1207/s1532754xjprr1802_7 %T A Delicate Equilibrium: Balancing Theory, Practice, and Outcomes %V 18 %X The purpose of this article is to offer thoughts on the future research directions for public relations scholars. More specifically, 2 areas of potential research are offered: the balance zone model of public relations management and an outcome-based model of public relations. I argue that we need to move well beyond the current 2-way thinking about publics and begin to reconceptualize public relations in a multidimensional perspective, where dialogue, collaboration, and negotiation with multiple stakeholders and stakeseekers occur simultaneously. A new role of the public relations practitioner is to maintain an equilibrium that satisfies the mutual interest of all parties.

@article{flynn2006deb, __markedentry = {[afeld]}, abstract = {The purpose of this article is to offer thoughts on the future research directions for public relations scholars. More specifically, 2 areas of potential research are offered: the balance zone model of public relations management and an outcome-based model of public relations. I argue that we need to move well beyond the current 2-way thinking about publics and begin to reconceptualize public relations in a multidimensional perspective, where dialogue, collaboration, and negotiation with multiple stakeholders and stakeseekers occur simultaneously. A new role of the public relations practitioner is to maintain an equilibrium that satisfies the mutual interest of all parties.}, added-at = {2008-04-29T07:57:13.000+0200}, author = {Flynn, T.}, biburl = {https://www.bibsonomy.org/bibtex/28131252cb2886feeb1b1b73afc75d457/acf}, doi = {10.1207/s1532754xjprr1802_7}, groups = {public}, interhash = {8b854125eaf06f74b04440a58b7f8309}, intrahash = {8131252cb2886feeb1b1b73afc75d457}, journal = {Journal of Public Relations Research}, keywords = {PR_management PR_theory}, number = 2, pages = {191--201}, publisher = {Lawrence Earlbaum}, timestamp = {2008-04-29T07:57:16.000+0200}, title = {{A Delicate Equilibrium: Balancing Theory, Practice, and Outcomes}}, volume = 18, year = 2006 }