Toward a practical model of postmodern public relations

Public relations

Rodriguez, Anne R. CzajkowskiSmudde, Peter ;

University of Wisconsin

关键词: Public relations;   

Others  :  https://minds.wisconsin.edu/bitstream/handle/1793/28920/Rodriguez2008.pdf?sequence=1&isAllowed=y

瑞士|英语

来源: University of Wisconsin

【 摘 要 】

Although there has emerged in the past 10 to15 years a significant body ofscholarly literature on the application of postmodern perspectives to the field of publicrelations, very little has been offered in the way of a roadmap to a practical, everydayapplication of postmodernism to public relations. Toward that end, this thesis researchproject offers a practical model for the application of postmodern ideas to the practice ofpublic relations.To understand how postmodernism is emerging as a new perspective on thepractice of public relations, it is helpful to first consider currently established theories inthe field. Toward that end, a literature review is presented first examining ExcellenceTheory as one current perspective on the field of public relations. Postmodernism is thenpresented as an alternative view, and a theoretical framework is set forth synthesizingPPR as it is presented in the literature. Rhetorical criticism is then employed to examinethe practical usefulness of what has, until now, been only a theoretical model of PPR.The theoretical framework for PPR is used as a framework to examine two casesof real-world public relations practice: 1) communications surrounding the AmericanAssociation on Mental Retardation?s decision to change its name to the AmericanAssociation on Intellectual and Developmental Disabilities, and 2) environmentaldiscourse by petroleum giant BP. The result is a useful, useable model for the practice ofPPR that derives directly from theory and is directly applicable to industry.The practical model for PPR bridges theory with practice to provide a roadmapfor the effective and ethical practice of public relations. Results of the analysis suggestviiithat seven of the eight components of the theoretical framework for PPR can be carriedout in the practical model. The practical model distills those theoretical components intothe four categories: practical relativism, power relations, the dual role of practitioners,and strategy.The only component of the theoretical framework that was not retained for thepractical model of PPR is that of avoiding entering into relationships with stakeholderswith planned strategies for success. Just the opposite, this project concludes that strategicplanning is, in fact, essential for the practice of PPR. In addition, the practical model forPPR calls on practitioners to use awareness of power relations to direct construction ofmessages, and to develop understanding of communication contexts in order to engage indiscourse that is right and just.