ABSTRACT
The social harmony frameworks of public relations are not utopian or contrary to human nature. In fact, they are the most effective frameworks for resource acquisition. Quests for cooperation and justice are, originally, driven by self-interest and are deeply embedded within human nature, more so than our egoistic instincts for conflict and competition. Evidence shows that, in general, consistent enactments of cooperation and justice create the best, most effective strategy for the sustained acquisition of essential resources. This chapter reassert the Nine Tenets of public relations’ social harmony frameworks by adding the amassed evidentiary support of the summary points that close the individual chapters on evolutionary biology, philosophy, and rhetoric. It turns to the scientists who have established the primacy of cooperation to see what advice they might have for developing that powerful social instinct.
