Imperative for an Arab model of public relations as a framework for diplomatic, corporate and nongovernmental organization relationships
"Cold War", "Hot War", Arab model of public relations, Communication technology, Globalization, Ideological/political/ economic systems, Interpersonal communication, Mass communication, Moral/ ethical values, Organic theory of public relations, Relationship-building, Ritual communication, Transmission of information
Public Relations Review
This paper advocates a morally/ethically defensible "organic theory" of public relations that is in opposition to the public relations literature that predominantly suggests that only those publics that have direct consequences for the organization are publics with whom public relations practitioners should deal. A biological metaphor can be used in supporting this "organic" theory of public relations in which the organization is an organ and society is a body as a whole. This paper concludes that the process of public relations, as well as the outcomes, is critically important in maintaining a metabolic balance and harmony within society itself - a requisite for the health and well-being of nation-states, corporations and nongovernmental organizations. Much of this process involves communication as a ritual, rather than communication as transmission of information; it involves interpersonal communication, rather than mass communication. It involves relationship-building as opposed to persuasion. Much of this process has been found traditionally in Arab culture, and these rich traditions should be recognized and examined for their utility and value in developing an Arab model of public relations to help resolve the plethora of 21st Century issues that threaten global stability and ultimately the well-being of all cultures and societies. © 2005 Elsevier Inc. All rights reserved.
Original Publication Date
DOI of published version
Vujnovic, Marina and Kruckeberg, Dean, "Imperative for an Arab model of public relations as a framework for diplomatic, corporate and nongovernmental organization relationships" (2005). Faculty Publications. 2920.