Abstract
This study examined the role of public relations in Antonio Gramsci’s concept of cultural hegemony, specifically in a counterhegemony. Dr. Martin Luther King, Jr.’s preparation for the 1968 Poor People’s Campaign serves as a test case on how public relations can help subordinate groups confront a hegemony. This paper suggests that Gramsci’s philosophy provides an analytical heuristic for researching instances of contestation. Examining counterhegemonic campaigns offer public relations practitioners a means both to think about and to intervene in the world more effectively.
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