Abstract

Context: With their response to questions concerning the reality of PR, the realistic and the constructivist paradigms either fall into epistemological traps or do not even tackle some of the relevant questions. Problem: An epistemological approach to the reality of PR must particularly answer three questions. Firstly, there is the question of how or why PR descriptions fail. If PR as a communication of self-description is attributed a considerable trustworthiness disadvantage compared to journalistic external descriptions, for example, this implies a second question: How does PR however manage to make people (occasionally) believe in its descriptions? Finally, PR stage-manages events and messages and thus publishes fictions. This leads to the third question: How can these observations of trends such as fictionalization be explained in a plausible manner? Method: Answers provided by the realistic, constructivist and non-dualistic perspectives to these central questions are identified in order to elaborate on specific problems and advantages of the perspective. Results: The trustworthiness of PR characterizations may be used to explain, from a non-dualistic perspective with regard to PR reality, why PR fails or how it may be successful. Additionally, developments such as fictionalization and theatricalization may be described more unambiguously. Implications: New answers from the non-dualistic perspective to old questions of PR research reveal that a non-dualistic project is adaptable and could work with numerous findings of PR research, even though a slight re-interpretation would surely be necessary in parts