Postmodern Values in Public Relations

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Abstract
A postmodern analysis of public relations offers a new critical approach to public relations theory and practice and suggests that public relations should be freed from its narrow definition as organizational communication management. Public relations can contribute to grassroots democracy through activism and radical politics. Postmodern public relations practitioners will be activists within organizations. Postmodernism further proposes that dissensus and dissymmetry offer more appropriate approaches to current public relations practices than seeking consensus and symmetry. Multidimensional research approaches will contribute to the liberatory possibilities of public relations and will help create a postmodern condition in the field.