Breadth or depth? A content analysis of the use of public relations theory

Abstract

In a 2003 content analysis of scholarly public relations journal articles, Sallot, Lyon, Acosta-Alzura and Jones stated that, although no dominant paradigms had yet emerged, scholarship and theory building in public relations was well on its way. Entering into this project, the authors expected to see public relations at a stage where the majority of public relations research and scholarly journal articles were focusing on a centralized body of theory as the field entered the first decade of the 21st century. The results of the study presented in this article, however, suggest that this expectation was unduly optimistic. The evidence demonstrates that, after more than three decades of scholarly efforts, it is still not the case that public relations has enough of a central focus in its research and theory building to be deemed a mature discipline.