Aktywizm i władza: nowe kierunki poszukiwania ogólnej teorii public relations

The article presents one of the newest proposal in research for a general theory of public relations. The most popular general theories of public relations, i.e. the excellence theory, the contingency theory, the relationship management theory are corpocentric. They assumes, that organizations “invented” public relations. One of the newest approach based on the stakeholder theory shows that the discipline derives from the group standing vis-a-vis organization, mainly activists. Moreover, it particularly emphasizes the role of ethics and power within the process of creating and maintaining of relationships.