Evolutionary Theory: The Missing Link for Conceptualizing Public Relations

Abstract

This article introduces the concept of using Charles Darwin's (1859/1979) evolutionary theory as the metatheory for conceptualizing public relations thought. It examines the state of public relations theory development and explores theories that have been proposed as metatheories for the field, including systems theory, complexity theory, and symmetrical/Excellence theory. It also explores the tenets of evolutionary theory that have relevance for public relations theory, including social intelligence, Machiavellian intelligence, cheater detection, cooperation, reciprocity, and reciprocal altruism. It then makes the case for the role that evolutionary theory could play as a metatheory in the further development of public relations theory.