With its contributions, the volume consciously opposes mainstream positions in science and practice related to public relations. The partially essayistic format of the contributions was deliberately chosen to facilitate a more creative engagement of the contributors with their selected subjects. The selection is oriented around thematic areas that are closely connected to Klaus Kocks' work between science and practice.

The result is twelve theoretical reflections on practice that, following the provocation of the introductory contribution, rethink familiar topics in new or different ways and challenge their exploration in further discussions.