Professional Documents
Culture Documents
because that is how the client organizations perceive public relations. The next two
presuppositions about social role, however, are clearly asymmetrical.
The Conservative Social Role
According to the conservative presupposition, public relations defends and maintains
the status quo (see, e.g., Tedlow, 1979, who described public
-51relations as a "defensive political device"). Pimlott ( 1951) suggested that public
relations justifies and defends the privileges of the economically powerful and that
public relations practitioners, like politicians and teachers, are essentially articulate
apologists for a social system based on what are, in some cases, insupportable
inequalities. Sussman ( 1949) described public relations as based on a defensive
ideology.
Modern reflections of this view are found in the writings of Philip Lesly ( 1984) in
books such as Overcoming Opposition, which explains how public relations can
overcome threats to the status quo. In practice, a conservative view of social role leads
practitioners to adopt a defensive or protective outlook on their client's interests -- that
is, an asymmetrical outlook.
Practitioners with this social view also see society in conservative terms. They believe
in defending the status quo and an idealized capitalist system from attack. Writers on
public relations working from this presupposition talk of public relations' "arsenals,"
armories or weapons, which can be used to overcome opposition, target audiences, or
defeat "intellectual terrorists" (a term recently used in the United Kingdom to describe
opponents of some of the activities of tobacco and drug companies [ Pielle
Newsletter, 1988]). The next worldview, which comes from the opposite side of the
political spectrum, is equally asymmetrical.
The Radical Social Role
The radical worldview presupposes that public relations contributes to change, within
organizations and in society. It does so by providing an outside perspective to
management about the organization and its internal functioning. In the wider society,
public relations contributes to social change by providing information for use in
public debate, by establishing links between groups in society, and by bringing
resources together that can be brought to bear on the solution of social problems.
This worldview sees society as a system in which knowledge and information provide
power and influence, which can be used to bring about change. Goldhaber, Dennis,
Richetto, and Wiio ( 1979) argued, for example, that power and influence within
organizations now have passed to people such as public relations practitioners who
can provide information about the environment to decision makers. Hofstede ( 1980)
argued that practitioners should act as agents of change within organizations, to help
them to adjust to changing public expectations.
Both the conservative and radical worldviews assume that organizational
communication can have powerful effects on society. They see public relations as a
tool to be used in a war among opposing social groups. More excellent public
relations programs, we believe, take the next, more symmetrical approach.
-52The Idealistic Social Role
Idealistic presuppositions about public relations appear in codes of conduct,
definitions of the practice, conference speeches, and academic writing about the
practice. Indeed, they can be found throughout this book. This worldview presupposes
that public relations serves the public interest, develops mutual understanding
between organizations and their publics, contributes to informed debate about issues
in society, and facilitates a dialogue between organizations and their publics.
This worldview sees society as emerging from compromise -- from the peaceful
resolution of conflict between groups in society. It assumes a pluralist and progressive
society, in which a diversity of views and their reconciliation lead to social progress.
In other terms, the idealistic social view assumes that a norm of reciprocity governs
society and that norm makes it possible for public relations to play the role envisioned
in the symmetrical worldview, which is closely aligned with this worldview. Excellent
public relations practice, therefore, generally will be symmetrical and idealistic. Two,
more academic views of the social role of public relations remain, however, which are
analogues of these more practice-oriented views.
The Neutral Social Role
Scholars who take this view adopt the view of science that we called logical
positivism early in this chapter. They view public relations as a neutral object of study
and focus on such questions as the motivations of organization when they initiate
public relations activities, the goals and objectives toward which public relations
activities are directed, and the effects of public relations. Like sociologists, these
scholars view society as an object of study and raise questions about the social role of
public relations.
Observation and interpretation are the essence of all scholarship, but philosophers of
science now generally reject the idea that observation and interpretation can be
neutral. Worldview and values affect both, and both lead to criticisms of the behaviors
observed and recommendations for more effective behaviors. As a result, the final
social role reflects the approach of this book.
The Critical Social Role
Critical scholars range from radical Marxists to empirical scholars who draw
implications from their data for change in public relations practice. Critical scholars
view organizations and society as constructed systems,
-53systems that can be deconstructed and reconstructed. Critical scholars have done
research to document the poor ethics, negative social consequences, or
-54substantial body of knowledge? I'll bet it keeps Hill & Knowlton CEO Robert
Dilenschneider awake nights.
-- The Ragan Report, March 20, 1989
This opinion, stated in one of the mostly widely read newsletters on public relations
and communication, reflects another element in the worldview of many organizations
and public relations practitioners -- that public relations is technique and not theory. It