Abstract

Public relations researchers have long focused on the idea of belonging to the dominant coalition, that is, the decision-makers within an organization, as a necessary construct of effectively completing their roles. This paper reexamines the dominant coalition within an organization in light of contemporary sociological thought, and therefore reexamines the role that public relations practitioners play outside of a presupposed hierarchy of power within organizations. It concludes that new theory and practice needs to be established in public relations to answer the contemporary social order, both within organizations and society.