PR 660 Lecture Notes - Lecture 3: Scientific Method

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Why is public relations difficult to define and why is theory important. Public relations is a very complex and varied profession that just starting coming around in more recent years. A complexity associated with the profession is dealing with various stakeholders. Due to the ambiguity of the definition of pr, more practitioners are needed to study and implement the theory to ensure best practice. Theory and research are very important to pr because many communication professionals look to the scientific method to produce theoretical knowledge that organizes the chaos surrounding public relations. Many communication professionals often become lost with what direction to take with their work because there is no consistent definition of pr. Pr work varies from organization to organization and practitioner to practitioner. To many critics, this work is unprincipled, unethical, and a-theoretical. Pr is difficult to define because of its variety and continuing evolution. However, its core reason for existence lies with establishing and enhancing relationships.

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