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A Rhetorical Perspective on the Values of Public Relations: Crossroads and Pathways Toward Concurrence

A rhetorical perspective on public relations draws on the rich rhetorical heritage of Western civilization that originated with the writings of ancient Greeks and Romans. This heritage offers rationale for the ethical practice of public relations. It explains how public relations participates in the creation and implementation of value perspectives that shape society. It supports the practice of public relations in the marketplace and public policy arena, where values are brought to bear on economic and sociopolitical matters. The rhetorical heritage of public relations features the role of public discourse through which ideas are contested, issues are examined, and decisions are made collaboratively. In this way, concurrence is achieved to guide personal and societal decisions.