The field of PR theory has experienced in recent years a "socio-cultural 'turn'" (Edwards and Hodges, 2011: 1). Using Ihlen, van Ruler and Fredriksson (2009) quote below as your starting oint, write an essay that explores PR practice from alternative theortical pers spectives. You should relate your work to earlier "normative" perspectives of PR and suggest why the recent socio-cultural turn is useful for PR practice and research. You can use case studies, newspaper articles and topical events as well as contemporary

PR theory to support your argument. "Van Ruler and Vercic (2005), proposed viewing a sociologically orientated approach to PR not so much as an alternative but as a macroview, one that is additional to the meso (management-orientated) and micro (people-oriented) views. PR as an academic discipline needs an understanding of how the PR function works and how it is influenced by and influences social structures" (Ihlen, O, van Ruler, B and Fredriksson, M, Public Relations and Social Theory, 2009: 11)Your essay must be critical, analytical and not merely descriptive. Link different ideas andscholars to create a strong narrative to hold your essay together. You cannot include everything so use your judgement to include scholars and examples that help build your approach Important points to consider:

• A single case study or multiple examples in the form of case studies, articles and topical events must be used to build an argument. These theories must be analysed in reflection of practice. Theories must be discussed by being put into practice context.

• The quote must be used as a starting points and both quotes must be put into consideration.

• Normative theories must be discussed and the socio-cultural theories.

• Look into social and cultural influences