ABSTRACT
Silence is one of the most undervalued problems and concepts in public relations (PR). Silence is neither the opposite of communication nor of any of its modes such as language. There are mounting and compelling reasons for PR to face silence as an important professional issue, articulate it as a concept, and put it openly where it belongs in theory and practice. Although silence is the most radical form of indirect communication, this does not mean that its practices are extremist and at the fringes of society. Far from this, some of the most silent, multilayered and entangled processes of communication take place right at its centre. The more indirect and strategic marketing becomes – utilising storytelling for pitching – the more invisible and silent, but also more irresistible and efficient, its message becomes. The chapter also presents some of the key concepts of this book.
