Public relations identity and the stakeholder–organization relationship: A revised theoretical position for public relations scholarship

This paper addresses the challenge to differentiate public relations scholarship from other related communication disciplines (i.e., marketing, 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 examine 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.

► Marketing encroachment puts the onus on public relations scholars to establish a unique identity for the discipline.
► This article proposes a construct for differentiating public relations via stakeholder–organization relationships.
► The construct comprises mutual orientation, interest connection, and overlapping stakes.
► Research imperatives include integration and the multiplicity of stakes, and social media as relationship context.