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Highlights: [•] The framework of expert systems and institutional logics is used to analyze the historical development of public relations. [•] Public relations in Asia-Pacific emerged as part of nation building and later grew in reaction to economic globalization. [•] The governance sphere dominates in most Asian societies while the corporate sphere is gaining importance. [•] An indigenous Asian model of public relations conceptualizes both spheres and their shifting relationships. [•] Proposals for a new approach to conceptualizing a model of Asian public relations are made. [Copyright &y& Elsevier]