Between progress and struggle: young PR-scholars’ contribution to theory building and progress in public relations research

Abstract

PurposeThe paper aims to analyze the contribution of young academics to the field of public relations (PR) and shows which authors exert most influence on them. The study thereby contributes to the assessment of the state of the art of theory building in the field. The authors analyzed the study data against the background of two approaches on progress in the field: Nothhaft et al.’s (2018) idea of strategic communication as an elusive concept and Winkler et al.’s (2021) narrative approach.Design/methodology/approachThe study comprises two parts. First, the authors conducted a survey among participants of the EUPRERA PhD-workshops between 2007 and 2019, asking respondents about their perception of the state of the field. Second, the authors performed a bibliometric (co-)citation analysis of the young scholars’ most important works.FindingsResults indicate that though the field has progressed in terms of quantity and diversified with regard to established paradigms, it has not matured in a sense that it has settled on a generally accepted theoretical underpinning. However, the data show how the dominant paradigms in the field map onto the co-citation networks that emerged out of the works of young scholars. The authors’ findings imply that this new generation might signal their allegiance to a paradigm by citing the works of its emblematic authors.Originality/valueUnlike most bibliometric studies, this one uses an author-centered approach, thus studying works that matter most to young academics themselves. Not only do the authors thereby contribute to the analysis of the state of theory building in PR research, but also expand the scope in looking at research as a social system, in which young researchers need to position themselves.

The past, present, and future of internal communication in public relations: A computational review of the emerging literature

“…Recently, scholars have turned their attention toward mapping specialty areas in public relations, including global public relations (Ki et al, 2021), corporate social responsibility (Ji et al, 2020(Ji et al, , 2022, engagement (Morehouse & Saffer, 2019), relationship management (Ki et al, 2023), Habermasian theory (Buhmann et al, 2019), dialogue (Morehouse & Saffer, 2018), online public relations scholarship (Ye & Ki, 2012), government public relations (Dong et al, 2023), and even citation practices of the next generation of scholars (Seiffert-Brockmann et al, 2023). This line of research allows scholars to examine the progress, trends, and influences within subfields of public relations more closely and provide suggestions that speak to potential weaknesses in scholarship.…”