Abstract:

PR’s definition and role have been discussed till today. Still it is accepted that Excellence Theory developed by Grunig has had important effects on the PR’s theorization. The theory theorizes PR as a process in which two-way symetrical model has to be applied to develop and maintain mutually beneficial relationships between an organisation and its publics. That is, the theory determines the boundaries of PR as organisations and their publics. However, it is argued that Corporate Social Responsibility (CSR) approach tries to extend these boundaries and to prioritize societies’ interests over the interests of profitoriented organisations and their publics. Is this really the case? Are CSR approach and the Stakeholder Theory on which the approach is built alturist and communitarianist ? Or is the Stakeholder Theory as capitalist as the Excellence theory is? What concluded at the end of the literature review is interesting. Whether CSR is something towards societies or towards a corporation-nationalization is not clear. Briefly it is concluded that following Grunigian approach would be better for PR within the existing context in which capitalist economical-polity survives

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