Publication 328

PR’s roots as research subject in communication studies lie within its recognition as a source of journalism. This may explain why PR is still reduced to ist role as an external communicator of organizations. In this article, I will suggest – on a system-theoretical basis – to regard business self-governance, i.e. the influence on the company’s policies, as equiivalent to external self-governance, i.e. the self-presentation capacity of PR. Furthermore, I will suggest understanding PR as difference management of external governance and business self-governance; while the context governance will always be the preferred aspect.