From facts to stories or from stories to facts? Analyzing public relations history in public relations textbooks

Abstract

Leading PR-historiography provides a picture of an evolutionary process of public relations activity in which PR develops from a manipulative to a two-way, dialogue-oriented communication process. We analyzed a number of public relations textbooks to determine how their authors present PR history. Our major findings are: (1) The construct of the progressive development of PR is evenly spread throughout textbooks; (2) The majority of textbooks simply rely on storytelling and not on a theory-driven approach to PR history as we would prefer to see in PR textbooks that are used to teach university students; (3) The PR history presented in the books seems to be influenced by a paradigmatic stance. However, citation context analysis did not enable us to trace back the dissemination of this viewpoint to one paradigmatic author, and so we assume that the so-called obliteration effect prevents this proof.