Sanitising or reforming PR? Exploring 'trust' and the emergence of critical public relations

Old 'PR' has a mixed reputation. It has sometimes been regarded as heavy handed and unethical, especially in relation to activists. 'Critical public relations' (CPR) has emerged from academe in recent years as a reformist alternative. This chapter takes a socio-cultural lens to explore CPR and its potential for contribution or compromise within the field.