Introduction

This introduction presents an overview of the key concepts discussed in the subsequent chapters of this book. The book argues that more extensive use of social theory could help to provide analytical frameworks highlighting institutional, organizational, and professional conditions for public relations, as well as how different configurations of these and other circumstances influence practice. It also argues that a broadening of the understanding of public relations also should include a focus on the consequences public relations have for other actors and society as a whole. The book deals with a classic philosophical and sociological concern, namely the relationship between the individual and society, between agency and structure. It suggests that public relations can become an agent for a balanced society as it makes information available, builds relationships between groups, and creates platforms for interactions between opposing interests. The book also deals with aspects of economy, knowledge, gender, race, and democracy, drawing Marxist theory, critical discourse theory, and neo-colonial theory.