Editing Structuration theory (section)

===Public relations===
Falkheimer claimed that integrating structuration theory into [[public relations]] (PR) strategies could result in a less agency-driven business, return theoretical focus to the role of power structures in PR, and reject massive PR campaigns in favor of a more "holistic understanding of how PR may be used in local contexts both as a reproductive and [transformational] social instrument."<ref name="PR">Falkheimer, J. (2009). On Giddens: Interpreting public relations through Anthony Giddens' structuration and late modernity theory. In O. Ihlen, B. van Ruler, & M. Frederiksson (Eds.), ''Public relations and social theory: Key figures and concepts'' (pp.103-119). New York, NY: Routledge.</ref>{{rp|103}} Falkheimer portrayed PR as a method of communication and action whereby social systems emerge and reproduce. Structuration theory reinvigorates the study of space and time in PR theory. Applied structuration theory may emphasize community-based approaches, storytelling, rituals, and informal communication systems. Moreover, structuration theory integrates all organizational members in PR actions, integrating PR into all organizational levels rather than a separate office. Finally, structuration reveals interesting ethical considerations relating to whether a social system {{em|should}} transform.<ref name="PR" />