Abstract

To contribute to critical public relations (PR) and communication research, the authors employ an institutional perspective in examining how actors conceptualize PR and make sense of PR practice in relation to their shared and competing logics. Specifically, they highlight the primacy of logics and identities in the social construction of PR by exploring how a wide range of actors interpret and understand PR in Chinese cultural contexts. In conducting 40 semistructured interviews with PR agency consultants, in-house PR practitioners, media journalists, and industry association officers, the authors have found multiple and competing logics within the field that, in turn, confer reconciled identities on Chinese PR. The Chinese cultural contexts serve as a repertoire for stakeholders to draw institutional logics and legitimize their interpretations of PR practice in China.