The power of social capital: Adapting Bourdieu to the study of public relations

All organizations have relationships with their environments that can be described as their social capital. The development of this social capital is a crucial public relations activity. Taking a cue from the late French sociologist Pierre Bourdieu, social capital can also be seen as one of the several resources used to obtain or maintain positions of power. Bourdieu, however, was quite vague about how social capital should be analyzed and did not write about organizations per se. Accordingly, I will discuss and elaborate on the social capital concept by drawing from the work of Nan Lin (2002).