Pregledni rad
https://doi.org/10.47960/2712-0457.2026.S2.8.61
PR 3.0 - RELATIONSHIP MANAGEMENT AS THE THIRD PARADIGM OF PUBLIC RELATIONS
Iva Rosanda Žigo
; Sveučilište Sjever, Koprivnica, Hrvatska
Antonia Tomaš
; Sveučilište Sjever, Koprivnica, Hrvatska
Sažetak
This paper examines PR 3.0 as the third developmental paradigm of public relations, in which the relationship between an organization and its publics becomes the central focus of theory, research, and professional practice. Through a conceptual reconstruction, the paper brings together Bernays’s use of public opinion research, Grunig’s two-way communication models, Excellence Theory, open systems theory, organizational communication, stakeholder theory, and relationship management. It devotes particular attention to Mary Ann Ferguson, John A. Ledingham, and Stephen D. Bruning, whose contributions helped establish organization-public relationships as a central unit of analysis. The Internet, Web 2.0, and social media are interpreted as a digital extension of the relational paradigm rather than an independent paradigm, since technological interactivity alone does not guarantee dialogue or organizational adaptation. The paper argues that PR 3.0 cannot be reduced to Grunig’s models or twoway symmetrical communication but represents a broader relational era in which public relations professionals assume the role of relationship managers. The paper briefly identifies interpretive questions that connect relationship management with the proposed PR 4.0 perspective; a full examination of that perspective lies beyond its scope.
Ključne riječi
PR 3.0; relationship management; organization-public relationships; Excellence Theory; digital dialogue.
Hrčak ID:
353038
URI
Datum izdavanja:
1.11.2026.
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