How Organization Theory Can Influence Public Relations Theory

The increasing complexity in the environment of today’s organizations has challenged the organizational system significantly. Due in large part to the emergence of conglomerates and multinational corporations, the communication subsystem of the typical organization has had to evolve as well. This paper begins with an introduction to the problem of a turbulent, adversarial environment and the concomitant need to develop a theoreticalrather than descriptive-body of knowledge in public relations to help practitioners cope with that external context.