Implications on the practice and study of Kenneth Burke's idea of a “public relations counsel with a heart”

Abstract

Kenneth Burke presents his idea of “a public relations counsel with a heart” in Attitudes Toward History. This idea is a springboard to applying Burke's system to the symbolic action of public relations in practical ways. This paper takes a look at the philosophy behind Burke's idea and translates that philosophy into a practical methodology for public relations practitioners that relies on identification, terms for order and the pentad. This paper extends Burke's system by describing how to directly apply this philosophy and methodology explicitly to the practice (and teaching) ‐ the symbolic action ‐ of public relations.