Show Less
Restricted access


Public Relations in a Postmodern World

Christopher Caldiero

Christopher Caldiero examines new ways of thinking about public relations practice in today’s technological and postmodern world. His concept of «Neo-PR» and its thought-provoking principles re-examines and re-frames modernistic notions of public relations for today’s burgeoning PR practitioners. The book begins by looking at the historical development of the public relations field in the context of the modernism movement of the early twentieth century. Drawing parallels to this movement, Caldiero argues that public relations practice was inevitably shaped by modernistic thinking. Using a series of recent and prevalent public relations cases, he then shines new light on different ways public relations can and must be practiced in our different world. These cases and organizations include the British Petroleum Deepwater Horizon crisis, Susan G. Komen and Planned Parenthood, The Boy Scouts of America, Penn State University, and SeaWorld. Neo-PR: Public Relations in a Postmodern World re-conceptualizes public relations as we’ve come to know it, and helps to prepare today’s undergraduate and graduate public relations students for our postmodern world.
Show Summary Details
Restricted access



Postmodernism has been criticized as being disruptive to social science research. Holtzhausen writes, “postmodernism has been vilified as responsible for many of the ills inherent in today’s society, creating resistance to the mere use of the term” (2000, p. 95). Indeed, there has, for too long, been an association between postmodernism, nihilism, and the breakdown of “modern” society. However, some have argued that postmodern principles can be helpful in uncovering new ways of thinking about public relations practice. Specifically, postmodernism can reveal disparities in power structures (McVie, 2001), re-conceptualize notions of meaning construction (Rosenau, 1992), and highlight the individual experience (Holtzhausen & Voto, 2002). I argue that Neo-PR can also help practitioners better understand and employ new technologies. Now, and in the foreseeable future, organizations will have to deal with “multiple voices” coming to bear on almost any public relations scenario. Multiple voices (and therefore multiple truths) do not and should not signal society’s end or a rejection of morality (as many postmodern naysayers worry). Neo-PR does not seek to deny truth(s), but to enlighten us.

In the Foreword to this book, I suggested that this work (and the principles of Neo-PR) might best be used, not only as a reader for undergraduate and graduate public relations classes but as a guide for practitioners. I present the principles of Neo-PR at the end of this Afterword, with brief notes. Tear the page out. Hang it up somewhere. Refer to it. Contemplate the implications of the...

You are not authenticated to view the full text of this chapter or article.

This site requires a subscription or purchase to access the full text of books or journals.

Do you have any questions? Contact us.

Or login to access all content.