With public relations in the new millennium, it is a good time to explore ways to look forward and to speculate on what might lie ahead for the field. In emphasising that this is an art rather than a science, we move away from dominant approaches in two key literatures. Firstly, in drawing from...

During their academic career many students are encouraged to work in groups on their assignments. Similarly, in the workplace there has been a rise in the use of teamwork (Haskins, 1998:74, Senge, 1990, p. 236). Peer learning and the collectivising of tacit knowledge have encouraged...