REA4OvwC m SPIN: TOWARD A NEW THEORY OF PIJEL'C &UlTONS h%TORY institutionalization of persuasive organizational communication strategies and techniques. In the process, we seek to correct misunderstandings about public relations history which have (mis)informed public relations theory for more than 20 years and to describe and understand the historical relationship between public relations, the mass media, and the historical contexts in which public relations emerged. By doing so, we seek to depart from what L'Etang (2008, p. 321) called the patterning, or colligation, of history, which can artificially inflate or diminish the historical role of people and events, and "reappraise the criteria used to establish the meaning of value in the field" (Creedon, 1989, p. 29). The effect of these efforts, then, will be to remove the spin-the conscious positioning of public relations history that has heretofore dominated scholarly understanding of the field's development. SIGNIFICANCE TO MASS COMMUNICATIONPublic relations history has been of great interest to disciplines lying outside the mass communication field, such as social history (Ewen, 1996;

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