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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.
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Chapter 5: The Boy Scouts of America



The Boy Scouts of America

On the home web page for the Boy Scouts of America (BSA), there exists this description of public relations, embedded under the article header “Making the Most of Your Public Relations Efforts”:

Public relations is a low-cost, high-impact way to promote the Boy Scouts of America’s story. What return are you getting on your public relations efforts? The best way to secure positive attention from the media is by regularly cultivating and maintaining relationships. Traditional media channels are newspapers (daily, weekly, ethnic), magazines (niche local magazines such as local kids or parenting magazines), broadcast television (including local cable systems), and radio. Growing in influence are local bloggers. Provide outgoing information to keep each of these outlets connected—not just when you want them to cover an event. (

This passage is one of a large number of what we might call public relations resources on the BSA website, available to any and all interested in accessing them. These resources include but are not limited to descriptions of public relations, marketing, and social media; downloads of logos, PowerPoint and pdf files (all providing insight into proper marketing and PR strategies), artwork, recruiting “toolboxes,” webinars, strategic plans, and of course the usual fact sheets, news releases, etc. This represents an enormous cache of material related to marketing and public relations.

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