Learning PR. Methodological and legitimation-based learning in PR — A theoretical approach and empirical findings

Authors

  • Olaf Hoffjann Ostfalia University for Applied Sciences
  • Michael Lohse Ostfalia University for Applied Sciences

DOI:

https://doi.org/10.19195/1899-5101.9.2(17).7

Keywords:

organizational learning, reflexivity of organizations, public relations, online survey

Abstract

PR increases the reflexivity of organizations, thereby providing a central opportunity for learning. While this consideration is implicitly contained in many definitions and theories relating to PR, organizational learning has until now remained a “hidden topic” in international PR research. This is all the more surprising when we consider that learning is relevant to PR on two counts at least: first, the aforementioned role of PR as a central learning opportunity within an organization. PR identifies stakeholder demands and develops strategies to help ensure the legitimacy of the organization. This will be referred to as legitimation-based learning. Second, PR learns with respect to its own methods and skills. This will be referred to as method-based learning. This article will present a theoretical framework for legitimation-based and method-based learning. Then, the initial results of an online survey N = 121 that examines selected issues relating to this approach will be presented.

Author Biographies

Olaf Hoffjann, Ostfalia University for Applied Sciences

Olaf Hoffjann, Ph.D., is Professor in the Department of Media Management at Ostfalia University for Applied Sciences in Salzgitter, Germany. His research interests cover trust in public relations, reality of PR, strategic communication as a play and public affairs.

Michael Lohse, Ostfalia University for Applied Sciences

Michael Lohse, research assistant at the Institute of Media Management at Ostfalia University of Applied Sciences in Salzgitter, Germany. He studied Sociology, Political Science and Media Science. His research interests: learning PR, organizational learning and the relationship between journalism and PR.

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Published

2016-09-15

How to Cite

Hoffjann, O., & Lohse, M. (2016). Learning PR. Methodological and legitimation-based learning in PR — A theoretical approach and empirical findings . Central European Journal of Communication, 9(2(17), 247-265. https://doi.org/10.19195/1899-5101.9.2(17).7

Issue

Section

Scientific Papers