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This research contributes to the theoretical conceptualization of public advocacy in several ways: First, this research positions the emergence of corporate engagement in controversial social-political issues within a broader multidisciplinary conversation about shifting societal expectations surrounding the roles of business and governments in a democratic society. This research explores the implications for democracy as a public good when business plays an increasingly central and powerful role as decision-makers and problem-solvers of the most important issues facing society. Next, this research discusses how globalization, pluralization, increased corporate power and pressures, and the erosion of traditional institutions contribute to a politicized corporation. Finally, this research concludes with theoretical propositions for moving forward with an advocacy and public interest communications research agenda.

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Purpose The purpose of this paper is to conceptualize a meso-level (organizational) social capital theoretical approach to public relations. A theory and conceptualization of social capital as a resource- and exchange-based function of public relations is proposed. Here it is argued that public relations professionals serve as the managers of intangible resources on behalf of organizations. These intangibles serve as social capital for organizations and are managed through strategic, goal-directed communication behaviors. Social capital is conceptualized alongside other forms of capital that contribute to organizational advantage. The author proposes a conceptual social capital model of public relations and argues that the strategic management of intangible resources as social capital offers an ontology for public relations. Design/methodology/approach The author employed a process of open-system theory building. Extensive research from multi-disciplinary areas of scholarship – namely, sociology, business, and public relations – formed the basis for the conceptualized model and propositions. Findings Public relations theory is narrowly defined and does not offer an adequate ontology. This paper extends and refines existing public relations scholarship surrounding social capital to focus on competitive advantages for the organization. This paper uses input from the larger fields of sociology and business, while contextualizing social capital within the public relations scholarship. The result is a resource- and exchange-based social capital model of public relations and propositions for further theory building and empirical analyses. Practical implications The public relations discipline often struggles to demonstrate return-on-investment for organizations. The social capital model of public relations offers support for the capital generation and maintenance role of public relations for organizational advantage. Originality/value This paper represents one of the first comprehensive attempts at developing a meso-level social capital theory of public relations focused on intangible resource management for the organization.