The evolution of models of public relations: an outsider's perspective

Abstract

Purpose The purpose of this paper is to review the historical development of the models/dimensions of public relations. The extensive criticism of the models and dimensions is provided to better understand the strengths and weaknesses of the concept. Design/methodology/approach The paper is based on a critical literature review to understand the roots of the models, their empirical tests, the modifications applied to the models over time, and finally the proposed shift from models to dimensions of public relations. Findings The study concludes that the attempt to translate the public relations models into the dimensions failed because of a variety of conceptual and methodological flaws. Yet, the idea of developing dimensions of public relations is a viable and practical step in advancing public relations research; however, such dimensions must be continuous, dichotomous and measurable. Originality/value Models of public relations first became a dominant theoretical perspective in public relations only to virtually disappear from the research agenda later. This paper calls the attention back to the models/dimensions to revive the research in this area.