Public relations and community: A persistent covenant

In the 21st Century global public relations professional community, the need for a postmodern reformation is compellingly evident. Most theorizing begins with basic assumptions about the three main social actors for which public relations has been practiced: (1) corporations, (2) nongovernmental and civil society organizations (NGOs and CSOs), and (3) governments. Questions about society itself are rarely examined, but when they do come up, scholars and practitioners tend to assume generally accepted values and mores. Neglected has been a robust criticism of the concepts upon which such paradigms have been built.