An institutional perspective of public relations practices in the Chinese cultural contexts

To respond to a recent call for a sociological turn to the promotion of institutional thought in public relations research, we propose a novel theoretical framework based on institutional work for studying PR practice in Chinese cultural contexts. Specifically, we attempted to stay away from the functional approach of examining PR outcomes, and focus on how institutional actors “navigate” the existing cultural contexts for institutionalising PR. We used triangulate methods based on 40 semi-structured interviews, participant observation and document collections. We found that PR actors do not passively respond to institutional pressures, but rather creatively and reflexively interpret and incorporate existing cultural aspects, especially guanxi and harmony, to construct and transform their PR practices. These practices offer insights into why and how guanxi, as well as other cultural factors, are integrated and legitimised in PR practice in China.

► Study uses institutional theoretical lens to examine Chinese PR practices.
► We identify three cultural aspects in relation to logics and legitimation of PR.
► Guanxi is the most shared logic in the field of current PR in China.
► PR actors are creative cultural “navigator” in their institutional work.