ABSTRACT
In this chapter, we describe the Niagara of PR messages which flow through modern societies. There is a central paradox about public relations: that its function is to achieve enhanced reputation for organisations, yet the PR industry itself suffers from a general lack of public trust. We review the main definitions propounded by those associations which represent the PR industry and find them lacking because they fail to be clear that PR’s ultimate purpose is to persuade, to influence attitudes and behaviour. The PR sector seeks to present an idealised view of itself as ethical two-way dialogue, but we view it as a form of weak propaganda, as persuasive communication for competitive advantage. The chapter calls on academics and practitioners to adopt a more critical perspective on the dominant paradigm promoted by James Grunig, and in so doing to be more aware of the power relationships in society which are expressed through public relations. We ask whether public relations is existentially about the public interest or private self-interest.
