Communication From an Advocacy Frame
The object of oratory is not truth, but pursuasion. (sic, from a fortune cookie I got at Chinese restaurant while writing this chapter)
"Communication," Gibson ( 1991) reminded us, "lies at the heart of public relations practice; certainly, no thoughtful observer would deny this truism" (p. 176). In considering the disciplinary locus of public relations education, Heath ( 1991) also noted that "consideration of the functions that public relations perform for organizations and society at large demonstrates its extensive reliance on communication. At its foundation, public relations is a communication discipline" (p. 186). Few will quibble with the assertion that organizational public relations is, at heart, a communication process. This is especially evident in the public relations interactions between organizations and stakeholder groups, as evident in chapter 7.
In that the public relations discipline defines public relations in terms of communication (e.g., a communication function of management), how we subsequently define communication is critical in understanding the organizational public ielations function. It is critical to distinguish the public relations function from other organizational functions that also rely on communication, such as marketing, human resources, and training and development. It is critical because so many