The Status of Public Relations In Latvia

Abstract

This thesis explores the status of public relations in post-communist Latvia. The study reviews: whether public relations practitioners in Latvia practice J. Grunig and Hunt's (1984) press agentry, public information, two-way asymmetrical, and two-way symmetrical models of public relations; how former communist propaganda has affected contemporary public relations; and how public relations has contributed to political and economic transformation. Long-interviews were conducted with ten Latvian public relations practitioners. The findings revealed that the four models of public relations were practiced in Latvia. Communist propaganda affected contemporary public relations. The field of public relations contributed to the political and economic transformation. This study adds a Latvian perspective to the global theory of public relations. The study also provides practical implications for public relations practitioners by describing the ways political and economic contexts influence the practice of public relations in Latvia.