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This new (third) edition of Rethinking Public Relations continues the argument of previous editions that public relations is weak propaganda. However, while earlier editions focused on PR as representative of the uneven power distribution in society, this book goes further, conceiving the power of PR as more than just structural but also as having an important rhetorical component.
In this extensively revised edition, Moloney and McGrath dissect the nature of the modern PR industry, arguing that its idealised self-presentation should be replaced by a more realistic and credible defence of the societal value produced by advocacy and counter-advocacy. This book includes expanded coverage of PR's impact on society (through areas such as CSR, sponsorship and community relations), its relationship with stakeholders, and its role in democratic debate and public policy making. It also considers the ways in which journalism has capitulated to PR in an era of 'fake news' and 'churnalism' and, in this new edition, the role of digital and social media is examined for the first time.
Maintaining the rigorous and critical stance of previous editions, this new edition will also prove accessible to Master's level and final-year undergraduate students studying public relations, media and communications studies. Additionally, it will be of great value to practitioners who seek to widen PR's 'voices'.
List of contents
Preface Abbreviations 1. Paradoxes, paradigms and pillars 2. PR: dignified, efficient, self-delusional? 3. Rhetoric, framing and PR messaging 4. Stakeholders and society 5. Journalism and PR – conflict, complicity, capitulation 6. Digital evolution or revolution? 7. PR, politics and democracy 8. Lobbying and public affairs 9. Conclusion Bibliography Index
About the author
Kevin Moloney was a PR teacher and researcher from 1985 to 2018, most recently at Bournemouth University, UK. He was also a journalist with regional and national papers and spent over a decade working in public relations.
Conor McGrath is a lecturer in PR and lobbying at Ulster University, UK. In addition, he has worked as an MP’s researcher, a self-employed lobbyist, and a public affairs director at a PR agency.
Summary
This third edition of Rethinking Public Relations argues that public relations is weak propaganda. While earlier editions focused on PR as representative of the uneven power distribution in society, this book goes further, conceiving the power of PR as more than structural but also as having an important rhetorical component.
