Better use of rhetorical theory in public relations

Mackey, Steve 2009, Better use of rhetorical theory in public relations, in CIPR 2009 : Stirling 21 : CIPR Academic Conference : The Public Relations Professional Project, pp. 1-36.

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Title Better use of rhetorical theory in public relations
Author(s) Mackey, Steve
Conference name Chartered Institute of Public Relations. Conference (21st : 2009 : Stirling, Scotland)
Conference location University of Stirling, Stirling
Conference dates 9 - 11 September 2009
Title of proceedings CIPR 2009 : Stirling 21 : CIPR Academic Conference : The Public Relations Professional Project
Publication date 2009
Start page 1
End page 36
Summary Some of the most important reflections on rhetorical theory associated with public relations appear in: L’Etang (1996); Toth (1999); and various Robert Heath contributions. This paper will reflect on the importance of that work by briefly scouring the origin of rhetoric among the ancient founders of persuasive communication: the pre-Socratic sophists. The paper will then relate the approaches of the above theorists, as well as Kevin Moloney and James Grunig, to the original meaning of sophistry. The last part of the paper will discuss the confluence of rhetorical and semiotic approaches. The rhetoricsemiotics link has been present since the semiotics of St Augustine of Hippo (354-430 CE). Augustine was a professor of rhetoric in his earlier career. The last part of the paper summarises how rhetorical theory, Peircean semiotics and post modern approaches can avoid accusations of relativism and infinite semiosis when they are fitted into a theory of public relations.
Language eng
Field of Research 200199 Communication and Media Studies not elsewhere classified
Socio Economic Objective 970120 Expanding Knowledge in Language, Communication and Culture
HERDC Research category E2 Full written paper - non-refereed / Abstract reviewed
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Document type: Conference Paper
Collections: Faculty of Arts and Education
School of Communication and Creative Arts
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