El encaminamiento del saber: un siglo de Relaciones Públicas

The chapter illustrates the evolution of public relations from a school perspective. In effect,the main areas of study during the past hundred years are grouped into schools to enable adeeper comprehension of the routing of knowledge in public relations. Four schools are then identified: the School of Public Opinion, the School of Organizational Communication, theSchool of Integrated Communication, and finally, the School of Relationship Management. In this sense, it is concluded that today’s practitioners are focused on organizational social capital.