In Faculty News, Public Relations

Professor Rob Wakefield’s discussion regarding generic principles and specific applications in public relations has recently been featured on, a popular platform for the discussion of all things PR.


In the last PR Conversations post, Toni Muzi Falconi presented a revised conceptual framework that proposed an organization should apply six generic principles of public relations within the operative context of six infrastructural characteristics to determine specific applications.

The paradigm was subsequently developed with input from Rob Wakefield from Brigham Young University (the first scholar to theorize the paradigm a couple of decades ago), and Jim Grunig,who originated the Public Relations Excellence study in the mid-1980s/early 1990s from research into some 300 US, British and Canadian organizations.

Here we reflect the wisdom of these PR magi as they pay homage – and offer critical insight – to the proposed public relations paradigm development.

CLICK HERE to read the full post on

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