ABSTRACT
Public in public relations is generally defined as a group of people who share something in common. The field generally looks at publics as targets for their messages. In identifying Apple's paradoxical approach to public relations, T. Oakley suggested Apple should deal more directly and forthrightly to criticism. Apple's philosophy of public relations is paradoxical-it violates some norms while adhering to others. The company’s public relations staff aggressively promotes new products by creating buzz around the impending release of new technology and then producing dramatic media events for product launches. Some organizational researchers, such as W. K. Smith and M. W. Lewis, have tried to develop a unique paradox theory, and their dynamic equilibrium model proved helpful in evaluating the paradox of loyalty in public relations. Public relations treats publics as key groups of people critical to an organization’s success.
