Public Relations, Cooperation, and Justice

Modern approaches to public relations cluster into three camps along a continuum:

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• conflict-oriented egoism, e.g. forms of contingency theory that focus almost exclusively on the wellbeing of an entity;
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• redressed egoism, e.g. subsidies to redress PR’s egoistic nature; and
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• forms of self-interested cooperation, e.g. fully functioning society theory.
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Public Relations, Cooperation, and Justice

This is a powerful, multidisciplinary, and well-documented analysis, including specific strategies for the enactment of PR as a quest for cooperation and justice, which aligns the discipline of public relations with basic human nature. It will be of interest to scholars and advanced students of public relations and communication ethics.