Reframing public relations: The evolution of a reflective paradigm for organizational legitimization

This article endeavors to understand the emergence, diffusion and dynamics of the social processes that activate and constitute public relations. By applying Niklas Luhmann's epistemological sociology, it identifies central problems of late modern society and shows how society deals with these problems through evolutionary learning processes and the development of a reflective paradigm. It concludes that the role of public relations can be seen as organizational legitimization in interrelation to different and changing forms of societal coordination.