Nurul Ain Mohd Hasan’s scientific contributions

This paper examines the evolution of public relations theory and practice from modernist to post-modernist perspectives. It argues that public relations (PR) has undergone a paradigm shift in response to the changing social, cultural and technological contexts of the 21st century. The paper traces the historical development of PR as a modernist discipline that aimed to establish legitimacy, credibility and trust for organizations through strategic communication. It then explores the challenges and opportunities that post-modernism poses for PR, such as the fragmentation of audiences, the emergence of new media platforms, the rise of activism and the demand for transparency and accountability. The paper proposes a post-modernist approach to PR that embraces complexity, diversity and dialogue and that recognizes the co-creation of meaning and value between organizations and their stakeholders. The paper concludes by suggesting some implications and directions for future research and practice in post-modernist PR. Received: 24 January 2025 / Accepted: 3 March 2025 / Published: 10 March 2025