Public relations and society

This unit explores the theory and practice of public relations through the lenses of society and culture. It draws on recent public relations scholarship to present diverse theoretical approaches to understanding public relations and its role in society. These socio-cultural approaches represent a shift away from the functionalist and normative understandings of public relations, which historically, and until recently, have dominated the field. Rather than viewing public relations as an organisational or management function, this unit explores public relations as a cultural activity influenced by social, political and cultural contexts, and actively involved in the construction of meaning.

The unit is structured around three broad themes:
1. Theories of public relations, introducing culture, globalisation and public relations history
2. Cultures of public relations, introducing organisational culture, popular culture and social change
3. Public relations in international and specific cultural contexts.