A few research in public relations was based on theories (Botan & Hazleton, 1989). As a result, Public Relations is “lack of theory” (Greenwood, 2010) or “theoretical lateness” (Johansson, 2007). However, as a scientific field, public relations is relatively new (Grunig & Hunt, 1984 Ihlen & van Ruler, 2009 Skerlep, 2001). As a social activity, public relations emerged at the same time with the growth of human life, when individuals had to build relationship to fulfill their needs. Research is a tool to explain, apply and proof theories as well as to build new theories. Research has important role to develop public relations theories. ![]() The Need for Different Perspective in Public Relations School of Communication, Brawijaya University, Indonsia ![]() Conducting critical ethnography: Toward a new method in public relations research in Indonesia
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