ABSTRACT
Looking to strengthen the body of knowledge in public relations, "the management of communication between an organization and its publics" (J. Grunig &, Hunt, 1984, p. 6), rhetorical and critical scholars of public relations are creating a body of literature that conceives of public relations as a potent force in society. Rhetorical and critical scholars have taken a global approach that considers the organization as speaker, with messages that influence social development and change. Rhetorical and critical scholars believe that the symbolic properties of communication shape our world views; as for example, Mobil Oil seeking "to portray itself as a champion of the public interest" (Smith & Heath, 1990, p. 49), or Planned Parenthood seeking to define the issue of abortion rights with its "The Decision is Yours" campaign (Bostdorff, see chapter 15).
