Rethinking Public Relations

Citation

Moloney, K. (2001), "Rethinking Public Relations", Corporate Communications: An International Journal, Vol. 6 No. 1, pp. 53-54. https://doi.org/10.1108/ccij.2001.6.1.53.1

This widely acclaimed thinker on public relations manages as ever with this book to straddle so well the difficult paths of, on the one hand, being deeply critical of the public relations profession while, on the other hand, offering it affirmation, exposure and clarification through competent research. Given the significance and importance of public relations as distinct from propaganda in contemporary society, Moloney has developed in this book the perpetual theme that he has almost claimed as his own in the UK, which is why despite its “pervasiveness, it attracts low levels of reputation” and what needs to be done about it.

There are 11 chapters with extensive notes and a list of 30 points which might bring substance to any reform agenda. The book is well written but not an easy read, and the chapters on an individual basis would make excellent graduate pre‐reading for class or workshop discussion. Those students and practitioners who are particularly politically apathetic could benefit from reading the chapter on electoral politics and lobbying and another on manipulation and propaganda. Marketeers who view corporate communication and public relations merely as part of the marketing mix would do well to reflect on the author’s view that marketing communication, whether superficially taught as integrated marketing communication or not, is “leading to an aesthetic assault on the public space which is now excessively marketised”.

Ever concerned for “equal and proportionate access for citizens to public policy decision making”, Moloney asks for media literacy as a “useful life skill for productive participation in a media saturated society” (see the Editorial in this issue) whereby people from all cultures would be taught public relations and media literacy as part of citizenship. Indeed Moloney even suggests opening one‐stop public relations/communication shops in British high streets as part of the Citizens Advice Bureaux philosophy. At £55, this book will probably not be a top priority for limited student budgets but it should be on every library shelf and therefore on every tutor’s reading list.