Abstract
Deteriorating mass media audiences and a trend toward measuring public relations outcomes in audience behaviors suggests that practitioners look beyond traditional message delivery systems for best results. The effectiveness of media-delivered information is too easily destroyed by contradictory messages transmitted through the behaviors of organizations and their personnel, by the environments they create for employees, consumers and others, and in the quality of their products or services. Learning, conflict and exchange theory suggest that the domain of public relations expand to encompass these and other factors that enter into the complex transactions in which organizations and stakeholders engage. E.W. (Bill) Brody is a professor and coordinator of the public relations sequence in the Department of Journalism at Memphis State University.
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