Social networks, power, and public relations: Tertius Iungens as a cocreational approach to studying relationship networks

• One of the first articles critical of Social Network Analysis in public relations.
• The first article to develop the concept of Tertius Iungens in public relations.
• Article works to critique and expand the area of social networks in public relations.
• Explores the ethical implications of social network theories in public relations
• Explores the concepts of structural holes and brokerage as they relate to public relations.

One of the most important roles for public relations professionals is building relationships. The fundamental assumption behind the normative relationship-building role of public relations is that relationships among organizations and publics are mutually beneficial. However, some network theories (e.g., structural holes theory) prescribe that maintaining many organizational relationships is inefficient, instead suggesting that organizations should occupy a powerful network position by separating and controlling the flow of information between others. Under such theories, power comes in the form of tertius gaudens (the third who benefits at the expense of others). In this article we argue that such an approach to power in public relations is manipulative and unethical, and offer an alternative approach via the concept of tertius iungens (the third who joins others), which endorses connecting organizations and emphasizes the collective good.