The discussion of a comprehensive media and social change is currently widespread in online PR. In this book, Peter Winkler critiques this rhetoric of transformation and develops a sociologically grounded alternative approach. Three questions are central to this inquiry: How can the often-cited media loss of control in PR be explained in terms of content and technical networking logics on the web? How can PR successfully foster organizational identity in light of increasing demands for flexibility? And how should the increasingly evident compatibility problem between functional organizational expectations and particular relationship expectations towards PR be addressed?.