Goffman's sociology: An inspiring resource for developing public relations theory

This article introduces key concepts in Erving Goffman's sociology, which are advocated to be important to our understanding of social interaction and the study of interpersonal relationships with internal and external publics. The concepts of impression management, framing, footing and face have bearing upon essential notions in public relations: relationships, identification and image. Thus, it is predicted that development of these concepts in public relations research will deepen our understanding of communication processes that have important implications for the relation of publics in public relations.