Part I: Issues of Metatheory. V. Hazleton, Jr., C.H. Botan, The Role of Theory in Public Relations. J.E. Grunig, Symmetrical Presuppositions as a Framework for Public Relations Theory. G.R. Miller, Persuasion and Public Relations: Two Ps in a Pod. M. Prior-Miller, Four Major Social Scientific Theories and Their Value to the Public Relations Researcher. M. Smilowitz, R. Pearson, Traditional, Enlightened, and Interpretive Perspectives on Corporate Annual Reporting. C.H. Botan, Theory Development in Public Relations. R. Pearson, Business Ethics as Communication Ethics: Public Relations Practice and the Idea of Dialogue. Part II: Issues of Theory. G. Cheney, G.N. Dionisopoulos, Public Relations? No, Relations with Publics: A Rhetorical-Organizational Approach to Contemporary Corporate Communications. B.D. Neff, The Emerging Theoretical Perspective in PR: An Opportunity for Communication Departments. P. Murphy, Game Theory as a Paradigm for the Public Relations Process. J.K. VanLeuven, Theoretical Models for Public Relations Campaigns. J.C. Scott, III, D. O'Hair, Expanding Psychographic Concepts in Public Relations: The Composite Audience Profile. C.G. Cline, M.H. McBride, R.E. Miller, The Theory of Psychological Type Congruence in Public Relations and Persuasion. Part III: Issues of Application. D.J. Johnson, The Coorientation Model and Consultant Roles. G.L. Kreps, Reflexivity and Internal Public Relations: The Role of Information in Directing Organizational Development. K.E. Terry, Educator and Practitioner Differences on the Role of Theory in Public Relations. J.L. Guadino, J. Fritch, B. Haynes, If You Knew What I Knew, You'd Make the Same Decision: A Common Misperception Underlying Public Relations Campaigns? R.B. Anderson, Reassessing the Odds Against Finding Meaningful Behavioral Change in Mass Media Health Promotion Campaigns. P.K. Hamilton, Application of a Generalized Persuasion Model to Public Relations Research.

Beginning with the basic premise that public relations can best be understood as a specialized type of communication, the contributors to this volume establish public relations as a vital and viable realm for communication research and theory development. Through the application of communication theories, they attempt to explain and predict public relations practices and then use these practices to develop communication theories. Their discussions fall into three distinct categories: metatheory, theory, and examples of applications of theories. An ideal volume for professionals and students in communication, journalism, and related fields.