Public relations identity and the stakeholder–organization relationship

Public Relations Review 38 (2012) 838–845

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Public Relations Review

Public relations identity and the stakeholder–organization

relationship: A revised theoretical position for

public relations scholarship

Brian G. Smith∗

Purdue University, United States

a b s t r a c t

This paper addresses the challenge to differentiate public relations scholarship from other related communication disciplines (i.e., mar￾keting, advertising, communication studies) by examining the concept of the stakeholder–organization relationship and public relations’

unique contributions therein. This paper proposes that public relations scholars move beyond discussing relationship attitudes and exam￾ine the central concept of a relationship, which comprises mutual orientation around a common interest point and the multiplicity of

stakes and stakeholders. Research imperatives in the integration of relationship stakes and the value of social media in relationship analysis

stand to further differentiate public relations from marketing.

© 2012 Elsevier Inc. All rights reserved.

Public relations scholarship has long been weighed down by a singular challenge: to differentiate the discipline from

related areas—marketing, advertising, and organizational communication, to name a few. The emergence of integrated

marketing communication (IMC) has complicated efforts as IMC scholars are subsuming public relations into the marketing

communications mix as a tool for marketing success (Hendrix, 2004; Kerr, Schultz, Patti, & Kim, 2008; Kitchen, Brignell, Li,

& Spickett, 2004; Lawler & Tourelle, 2002). Hutton (2010) may have put it best: “Under a variety of monikers, the marketing

field is reinventing itself to. . .subsume much or all of public relations [and] the public relations field has been very slow to

respond to the challenge” (p. 509).

In this evolving integrated sphere of public relations and marketing, the imperative falls on public relations scholars to

differentiate the domain and identify value for practice. Though public relations practice runs the gamut from issues man￾agement and crisis communication to media relations, publicity, and corporate communications, this article proposes the

need for scholarship to organize around the unique principles of the stakeholder–organization relationship, thereby solidi￾fying public relations’ identity against the encroachment of marketing and IMC. The primacy of the stakeholder relationship

concept as distinguishing factor may be even greater considering marketing’s evolving incorporation of stakeholders into

the consumer mix via IMC (Hallahan, 2007, p. 311).

Of course, it could be argued that relationships already are the centralizing concept of the field of public relations.

However, alongside the expansion of digital communication technology, social media, and competition from marketing,

the public relations spotlight has been on the activities of relationship management, and these activities—which include

engendering trust and commitment—often overlap with marketing. In order to differentiate public relations’ identity from

marketing, there is a need to shift research from the current focus in relational activities to the central concepts of the

stakeholder–organization relationship, itself. To do so, this paper first outlines relationship research in public relations

and marketing and then proposes that the construct of the public relations-based relationship comprises the concepts of

mutuality, common interest, and stake.

∗ Tel.: +1 801 420 8891.

E-mail address: [email protected]

0363-8111/$ – see front matter © 2012 Elsevier Inc. All rights reserved.

http://dx.doi.org/10.1016/j.pubrev.2012.06.011