Toward a Covenantal Model of Public Relations: Hindu Faith Communities and Devotional–Promotional Communication

Abstract

The impact of increasing religious diversity in U.S. society has taken on added significance in recent years. This study, the first broad-based examination of religion and public relations, explores the nature of religion in the United States, its role in local community relations, and its public relations dimensions. Phone and e-mail interviews, textual analysis of institutional media, and field observations were used to obtain data on religious diversity, place-of-worship activities, and public relations practices. The nature of the communication between select religious institutions and their publics, through different media channels, is also explored. Two case studies that are representative and illustrative are included. From a communication perspective, it is suggested that a key to fostering interreligious dialogue and civil discourse on religion may lie in expanding traditional definitions of diversity to include religion and moving beyond expertise and contractual models of public relations toward a model that is covenantal in nature.