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Accessible Unlicensed Requires Authentication Published by De Gruyter Mouton 2021

26 Ideas of public relations in the light of Scandinavian institutionalism

From the book Public Relations
Magnus Fredriksson, Sara Ivarsson and Josef Pallas


The aim of this chapter is to show how Scandinavian institutionalism can help us better understand public relations. The core argument is that public relations, rather than a function or role, is to be understood as a (management) idea. Public relations is then one of many other recipes, techniques and models organizations act to incorporate in their formal structures to foster what they believe is better management. This means that we will approach public relations as something negotiated, questioned, resisted and transformed as it moves from one context to another. It will then, by necessity, become different things in different organizations and change over time.

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