Public Relations Theory: Past, Present and Future (original) (raw)
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The Public Relations and Propaganda Controversy
World War I dramatized the power and triumphs of propaganda. And both fascism and communism in the post war years were the centres of intense revolutionary propaganda. After capturing office, both fascists and communists sought to extend their power beyond their own national borders through the use of propaganda. In our modern day, the inventive genius of man perfected a machinery of communication which, while speeding up and extending the influence of information and ideas, gave the propagandists a quick and efficient system for the spread of their appeals. This technical equipment can be used in the interests of peace andinternational good will.
Rethinking public relations Political strategists, market research firms, think tanks, lobbyists, media advisors, third party mobilizers and 'grassroots' organizers, social media gurus, and other communication specialists have flourished in size and influence and transformed the role of communication in social, political, and economic life. Critics decry the expansion of professionalized communication, impugning the public relations (PR), polling, advertising, and marketing industries for overpowering the media with a torrent of sound-byte journalism, spin control, and 24-hour campaigning, and thus undermining the political process and civic discourse (e.g., . In his research note, featured in this issue, Matt Soar uses war terminology ("commercial carpet bombing") to characterize the impact of the ad industry, in particular, on the civic landscape: "[a] city skyline awash in prominent logos," he writes, "is indicative of a profound imbalance between the wants of marketers and the needs of citizens." Others are less discouraged by the rise and intensification of promotion and publicity in the public sphere and see potential for expanding, rather than restricting, the democratic process. One recent book argues that we have entered a period of "public relations democracy" in which more news sources operating outside the traditional institutions and arenas of power are exercising influence over how media report on political, cultural, and economic affairs . Such "pluralist optimism" brings to mind Ray Hiebert's famous statement that "without public relations, democracy could not succeed in a mass society" (1966, p. 7). 1 The growth in PR, and the professionalization of promotional communication generally, can be attributed to myriad cultural, political, and economic forces: the broader changes associated with globalization, including the development of new information and communication technologies; the emergence, expansion, and contestation of market capitalism (in its neo-liberal and other guises); the increasing importance of symbolic and promotional labour; and the revitalization of the public sphere, where new, emerging forms of grievance and risk are defined, contested, and amplified (e.g., . The articles, research notes, commentaries, and reviews that appear in this special issue address continuities and changes in public relations and professional communication practice. We argue that against the backdrop of these changes, communication (especially persuasive and instrumental forms of communication) has become a more salient feature of the cultural landscape of late modern society. In different ways, the issue takes up the challenge of rethinking public relations.
The Landscape of Today�s Global Public Relations
2007
Public relations are now well established around the world after the major growth in the field over the last decade of the Twentieth Century. A review of today's landscape in global public relations is, at best, an intimidating task because the field is so broad and diverse. Nevertheless, we can make some general statements about today's practice of global public relations and what trends are currently shaping and re-defining the public relations industry. This article will explore three basic issues: the maturity of public relations in a changing world, the increased significance of public relations in today's global economy, and blogging and podcasting as examples of the democratization of information. Key words: global public relations industry, economy, democratization of information, blogging, podcasting.
Public relations and social theory: Key figures and concepts, 2009
At least five conclusions can be drawn from the collective output of the essays in this book: public relations can be studied as a social activity in its own right; it must be understood in relation to its societal context; the crucial concepts of public relations are trust, legitimacy, understanding, and reflection; issues of power, behavior, and language are at the forefront of public relations study; and social theory is necessary to understand the practice of public relations and to raise important empirical questions about it. This chapter elaborates on these points, while at the same time acknowledging the richness and diversity of the theories discussed by the contributors, which do not lend themselves easily to the tasks of summarizing and drawing parallels.
Preprint: How public relations works. Theoretical roots and public relations perspectives
Public relations is often studied from a managerial, instrumental perspective or a psychological, behavioral perspective. To understand the role of public relations in building trust or mistrust and to develop-or destroy-a license to operate, it needs also to be studied as a social phenomenon. This special issue of Public Relations Review will attempt to broaden the theoretical scope of public relations studies by applying the works of a string of prominent social theorists-Jürgen Habermas,
Apprehending public relations as a promotional industry
Public Relations Inquiry
This special issue examines the growing social and political importance of promotional activities and public relations. For decades, promotional tools have been deployed to foster the aims of various societal agencies, be they corporations, political actors, public institutions, non-governmental organisations (NGOs) or citizen movements. In today’s turbulent political and media environments, promotional practices have become more inventive, coordinated and ubiquitous, crossing transnational borders and circulating across business, politics and social institutions. Public relations is an essential tool in the promotional mix and is increasingly a stand-alone strategy for organisations of all kinds to manage their visibility, legitimacy and relationships with stakeholders. However, its influence and power in the context of an increasingly promotional culture are under-researched. In this introduction, we set out the landscape of promotional culture in which public relations activity t...
Public Relations Review, 2007
Public relations is often studied from a managerial, instrumental perspective or a psychological, behavioral perspective. To understand the role of public relations in building trust or mistrust and to develop – or destroy – a license to operate, it needs also to be studied as a social phenomenon.This special issue of Public Relations Review will attempt to broaden the theoretical scope of public relations studies by applying the works of a string of prominent social theorists – Jürgen Habermas, Niklas Luhmann, Michel Foucault, Pierre Bourdieu, Erving Goffman, Max Weber, and Anthony Giddens. What can be culled from using the perspectives of these scholars? None of them studied public relations as such, and hence it must be asked: can public relations fit into their theoretical frameworks, and if so, how?The papers in this special issue discuss these questions, after giving short overviews of the theorists’ key concepts and contributions. This introduction locates the purpose of the special issue within a broader research agenda in public relations. It is argued for a pluralistic approach to the field.