Public relations and emerging functions of the public sphere: An analytical framework

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Abstract
This paper presents a platform for analysing public relations in the future. The author suggests a reintroduction of concepts of the public sphere in public relations theory and calls attention to an emerging function of the public sphere. This function is called the public sphere of organisational legitimacy and identity. Further, the paper describes three different concepts of the company in society. These concepts are labelled “The economically successful but socially innocent company”, “The economically successful and legal company”, and “The economically successful, legal and responsible company”. Examples are provided to show that these three images represent a historical trend and that they logically exclude each other, but that they prevail simultaneously. The role of public relations is analysed in relation to each of the three concepts of the company. Combined with the analytical concepts of the emerging functions of public sphere they are suggested by the author as an analytical framework for reflecting potential viable or problematic aspects in the future.

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