The definition, dimensions, and domain of public relations

By not developing a widely accepted definition and a central organizing pri nciple or paradigm, the field of public relations has left itself vulnerabl e (1) to other fields that are making inroads into public relations' tradit ional domain, and (2) to critics who are filling in their own definitions o f public relations. While opportunities abound, public relations is unlikel y to fulfill its promise until it is willing and able to identify its funda mental nature and scope. This article proposes a definition ("managing stra tegic relationships"), along with a three-dimensional framework, with which to compare competing philosophies of public relations and from which to bu ild a paradigm for the field. Dr. Tames G. Hutton teaches marketing and public relations at Fairleigh Dic kinson University in northern New Jersey, just outside New York City.