Foundation lecture: Public relations in American Society

Abstract

In this Foundation Lecture, Scott M. Cutlip attempts to balance the record of public relations' effects on the development of American society. In so doing, he urges practitioners to look “beyond their immediate campaign for a client or a cause to assess their impact on society”. In an historical review, Dean Cutlip emphasizes the expanding role of the political public relations specialist. Because of the deterioration of the two-party system, and the long duration of Presidential political campaigns that too often focus on personalities instead of issues, the political PR specialist plays a significant role in the education of American voters, and must bring to that role a strong sense of obligation and social responsibility. Most important of all, however, says Dean Cutlip, is that practitioners strive for a cooperative relationship with journalists to enhance a free and open exchange of ideas.