... building in the field. The authors analyzed the study data against the background of two approaches on progress in the field: Nothhaft et al.’s (2018) idea of strategic communication as an elusive concept and Winkler et al.’s (2021) narrative approach. Design/methodology/approach...

... of ontology and epistemology, i.e. around defining appropriate object and knowledge in PR research. Design/methodology/approach This conceptual article highlights a third crucial question underlying the debate drawing on a narrative approach: The question of axiology, hence, the normative question how PR...