Review article
https://doi.org/10.47960/2712-0457.2026.S2.8.77
PUBLIC RELATIONS AS A MANAGEMENT FUNCTION: TOWARD MEANING MANAGEMENT
Damir Vasilj
; University of Mostar, Mostar, Bosnia and Herzegovina
*
Željko Mateljak
; University of Split, Split, Croatia
Ivan Torbica
; University of Mostar, Mostar, Bosnia and Herzegovina
* Corresponding author.
Abstract
Public relations has long been established as a management function, but its managerial responsibilities continue to evolve with changes in organizational and communication environments. Digital transformation, artificial intelligence, and diverse stakeholder interpretations increase the need to understand how organizational decisions and actions acquire meaning among various publics. This paper examines the managerial implications of Meaning Management Theory and links its propositions with the fundamental functions of management. It employs a theoretical and conceptual analysis of literature in management, public relations, and organizational communication, focusing on Tomić’s Meaning Management Theory. Building on this, the paper proposes a conceptual integration of meaning management with the five fundamental management functions: planning, organizing, staffing, leading, and controlling. Planning involves anticipating stakeholder interpretations and identifying potential interpretive risks; organizing emphasizes the coordination of organizational activities and communication; staffing focuses on how human resource decisions are interpreted, particularly in relation to fairness, recruitment, and professional development; leading contributes to the development of shared understanding through dialogue, consistent managerial behavior, and trust building; and controlling involves monitoring stakeholder perceptions and evaluating interpretive processes to support corrective managerial decisions. This paper develops a management-oriented interpretation of Meaning Management Theory rather than introducing a new theory. The proposed framework highlights public relations’ role in supporting managerial decision-making and understanding how organizational meanings form. It also provides a basis for further empirical examination of the relationship between meaning management, organizational trust, and legitimacy
Keywords
public relations; Meaning Management Theory; management functions organizational communication; stakeholder interpretation
Hrčak ID:
353039
URI
Publication date:
1.11.2026.
Visits: 0 *