The European School of Public Relations : Origins, Main Traits, and Theoretical Contributions

Though European theorizing about public relations is as diverse and multifaceted as the continent’s 44 countries, this chapter proposes that certain common theoretical underpinnings of a “European school” can be identified in public relations theory. Originating in the second part of last century, the European School of Public Relations (ESPR) draws upon several classical theories that are deeply rooted in social theory and neighboring communication disciplines. This chapter discusses the main underpinnings of the ESPR. It starts by presenting a concise overview of the genesis of the ESPR, and then it introduces the reader to the core assumptions and major approaches. Next, it summarizes common traits of the ESPR and its research: 1) a deep connection to society, 2) a strong emphasis on responsibility, 3) a broad understanding of stakes and stakeholders, and 4) theoretical and methodological diversity. The chapter concludes with reflections on the impact of ESPR on the global body of theoretical knowledge about public relations.