Critical Theoretical Considerations of Public Relations Messaging Around the Globe: Tools for Creating and Evaluating Campaign Messages

Abstract

This study employs several critical theories in order to demonstrate their explanatory power in understanding public relations communication, globalization within campaign communication, and, in particular, some sample campaign messages drawn from public relations research and practice. In particular, critical theories of cultural studies, semiotics, and postmodernism inform the design and understanding of public relations messages through the tools of analysis they offer and through the rich vocabulary they provide. This study argues that public relations is the logical business communication discipline to develop theory and research into campaign message design and globalization issues utilizing the critical paradigm.