The journey to understand and champion OPR takes many roads, some not yet well traveled

- Critical analysis of OPR (public relations) conceptualization.
- Discussion of the complexity of the concept which is rarely addressed in the research and conceptualization.
- Discussion of the problematic of relationships and manipulation.
- Discussion of the inconclusiveness of the concepts currently used to define relationships.
- Argument for featuring relationships in public relations as enactments based on co-definition and negotiation.
- Argument for emphasizing the rhetorical, dialogic, and discursive nature of relationships.