The Organization of the Public Relations Function

This chapter considers the structure of public relations units (departments) within organizations. We first pose a theoretical framework for explaining and predicting various structures of public relations units, based on linkage between organizational environment, overall organizational structure, and structure of the public relations unit. Using that theory, we analyze empirical data that provide only modest support for that theory. Finally, we reassess our theory, borrowing heavily from the power-control perspectives in organizational theory to suggest new strategies for studying the structure of public relations in organizations.