Original scientific paper

THE MANAGER OF MEANING IN CONTEMPORARY PUBLIC RELATIONS

Zoran Tomić ; University of Mostar, Mostar, Bosnia and Herzegovina

Abstract

In the contemporary communication environment marked by information overproduction, audience fragmentation, and the digital circulation of interpretations, public relations is increasingly transforming from a communication support function into a strategic organisational function. This paper advances the thesis that contemporary public relations can be theoretically understood as an institutionalised practice of meaning management, whereby the public relations professional is conceptualised as a manager of meaning. Drawing on Pfeffer’s conception of management as symbolic action and integrating Rindova and Srinivas's cultural framework, the paper conceptualises organisations as cultural and symbolic systems that operate through interpretive relations with publics. Particular attention is devoted to the concept of meaning, processes of sensemaking and sensegiving, the dynamics of organisational culture and identity, semiotic and narrative practices, crisis communication, reputation and branding, digital publics and algorithmic mediation, as well as the ethical dimensions of meaning management. The contribution of the paper lies in analytically repositioning meaning management from general management theory into the core of public relations theory, thereby situating public relations strategically rather than operationally: the primary objective is not information dissemination, but interpretive stability, trust, and legitimacy.

Keywords

meaning management; manager of meaning; public relations; sensemaking; sensegiving; organisational culture; publics; legitimacy.

Hrčak ID:

350195

URI

https://hrcak.srce.hr/350195

Publication date:

30.12.2025.

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