(4,000 words) – by Jim Macnamara

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This paper presented to the closing session of the 2006 Summit of Measurement in Portsmouth, New Hampshire titled ‘Where have we been: Where are we going?” was the highest rated presentation of the three-day Summit. It provides a thought-provoking theory of how public relations has pursued an intuitive, author-centric outputs-focussed approach to communication to its detriment, while communication scholars and social scientists have adopted a scientific, audience-centric outcomes-focussed approach and why public relations has to get back on the right road.