A (Re)Conceived feminist paradigm for public relations: A case for substantial improvement

This article advances a feminist paradigm for public relations scholarship by (re)conceptualizing the concepts of gender, power, and diversity as discursive practices that construct the meaning of public relations. These three concepts are then applied to the body of work on organization-public relationships. The article posits that the current feminist paradigm retains androcentric bias. By transforming the way that the paradigm is practiced, general theory and knowledge are enriched. The reconceptualizations put forth in this article are useful for communication scholarship in general and can be used as a model for feminist research in other domains of communication.