Appreciative public relations; An alternative to the problem-solution loop

Public relations practice can benefit enormously from stepping outside the traditional ‘problem-solution-next-problem’ thinking loop, and embracing the alternative approach offered by Appreciative Inquiry. This commentary signals a research agenda which will be outlined in more detail in a forthcoming full-length paper. The author welcomes feedback and discussion on the work in progress; please see contact details at the end of the article.