The article examines the absence of a critical feminist perspective in the application of systems theory as a unifying paradigm for public relations. The article contends that such a paradigm actually works in opposition to the potential for excellence in public relations management posited by Grunig and others because it uncritically accepts the gendered, racist, classist and heterosexist norms that support systems theory. The article suggests that systems theory fails to acknowledge the existence of a third system that supports the approaches used by organizations to achieve homeostasis, balance or symmetry. A third system, the infrasystem, constructs both suprasystem and subsystem interactions. The article concludes with a case analysis of the institution of sport to illustrate how the infrasystem functions to preserve a system of gender privilege.