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d reduce conflict.
To reach this state as a profession, however, public relations practitioners and scholars must minimise the extent to which the symbolic, interpretive paradigm of public relations affects their thinking and institutionalise public relations as a strategic management, behavioural paradigm. The digital media provide tools that facilitate this paradigm shift. Thus, these media have the potential to truly revolutionalise public relations—but only if a paradigm shift in the thinking of many practitioners and scholars takes place.
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