Exploring public relations' social impact: Insights from a Delphi study

Abstract

Public relations plays an increasingly visible role in shaping social discourse, stakeholder relationships, and public values. While often positioned as a communicator of organizational impact, less attention has been paid to public relations’ own social impact as a professional and cultural practice. This study investigates how scholars and practitioners define and evaluate the societal impact of public relations and communication. Drawing on a four-round international Delphi study involving 313 participants across 23 countries, the research identifies eight dimensions through which public relations influences society: excellence-driven communication, sustainability and environmental advocacy, management and performance-driven public relations, stakeholder-centric communication, awareness and social understanding, public relations for social change and advocacy, behavioural and attitudinal influence, and critical perspectives on public relations’ impact. The findings illustrate that public relations is seen not only as a mediator of social meaning but also as a producer of social outcomes—both positive and potentially harmful. The study contributes to theoretical and professional debates by integrating modernist, postmodern, and critical perspectives on communication and social responsibility. It argues for a more reflexive and accountable approach to the practice, positioning it as key in advancing ethical, inclusive, and sustainable societal change.