A Delicate Equilibrium: Balancing Theory, Practice, and Outcomes

Abstract

The purpose of this article is to offer thoughts on the future research directions for public relations scholars. More specifically, 2 areas of potential research are offered: the balance zone model of public relations management and an outcome-based model of public relations. I argue that we need to move well beyond the current 2-way thinking about publics and begin to reconceptualize public relations in a multidimensional perspective, where dialogue, collaboration, and negotiation with multiple stakeholders and stakeseekers occur simultaneously. A new role of the public relations practitioner is to maintain an equilibrium that satisfies the mutual interest of all parties.