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Communication as a core management discipline: The relationship between new management trends and the need for new perspectives in education in both management and public relations

Kay Kent (Department of Journalism, University of Central Lancashire, Preston)

Journal of Communication Management

ISSN: 1363-254X

Article publication date: 1 January 1996

989

Abstract

Public relations has long been associated with the marketing process within organisations but its acceptance as a managment discipline at the highest level has been slow in coming, partly because of perceptions that public relations practitioners are primarily technicians, rather than strategists. Current management thinking is, however, increasingly orientated towards the development of relationships and wider acknowledgment of environmental influence on the bottom line through the impact of reputation. This paper argues for more attention to be given to communication theory in the development of management education programmes but, equally, more recognition of the need to underpin public relations education with a more management‐orientated theoretical base.

Keywords

Citation

Kent, K. (1996), "Communication as a core management discipline: The relationship between new management trends and the need for new perspectives in education in both management and public relations", Journal of Communication Management, Vol. 1 No. 1, pp. 29-36. https://doi.org/10.1108/eb023417

Publisher

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MCB UP Ltd

Copyright © 1996, MCB UP Limited

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