Modern approaches to public relations cluster into three camps along a continuum:
- conflict-oriented egoism, e.g. forms of contingency theory that focus almost exclusively on the wellbeing of an entity;
- redressed egoism, e.g. subsidies to redress PR’s egoistic nature; and
- forms of self-interested cooperation, e.g. fully functioning society theory.
Public Relations, Cooperation, and Justicedraws upon interdisciplinary research from evolutionary biology, philosophy, and rhetoric to establish that relationships built on cooperation and justice are more productive than those built on conflict and egoistic competition. Just as important, this innovative book shuns normative, utopian appeals, offering instead only empirical, materialistic evidence for its conclusions.
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.
Table of Contents
Table of Contents
Section I: Introduction
Chapter 1 Introduction: A Consilience of Cooperation
Chapter 2 The Public Relations of Evolution
Section II: Evolutionary Biology, Public Relations, and Cooperation
Chapter 3 Introduction to Section II: Evolutionary Biology, Neuroscience,
Chapter 4 Re-envisioning Charles Darwin
Chapter 5 Peter Kropotkin and Mutual Aid
Chapter 6 Dawkins, Gould, and Wilson: The Modern Debate
Chapter 7 The Evolution of Game Theory
Section III: Philosophy, Public Relations, and Cooperation
Chapter 8 Introduction to Section III: Philosophical Materialism,
Cooperation, and Justice
Chapter 9 David Hume and the Origins of Justice
Chapter 10 John Rawls and Justice as Fairness
Section IV: Rhetoric, Public Relations, and Cooperation
Chapter 11 Introduction to Section IV: Persuasion and Cooperation
Chapter 12 Isocrates, Moderation, and Justice
Chapter 13 Isocrates’ Legacy: The Roman Rhetoricians and Beyond
Section V: Conclusions
Chapter 14 Summaries and Strategies
Charles Marsh is the Oscar Stauffer Professor of Journalism and Mass Communications at the University of Kansas, USA. He is author of Classical Rhetoric and Modern Public Relations: An Isocratean Model (Routledge) and co-author of Public Relations: A Values-Driven Approach (Pearson) and Strategic Writing (Routledge).