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Purpose
The purpose of this paper is to outline the challenge of practice informed by theory in public relations.
Design/methodology/approach
The paper offers a brief discussion of theoretical understanding in public relations.
Findings
The paper advocates that knowledge building must include theoretical research that explains and improves practice.
Originality/value
The paper stresses the importance of scholars integrating their theory making with practice.
© Emerald Group Publishing Limited
2006
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