An expanded perspective for Public Relations in the articulation between private and public interest
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Abstract
This article analyzes public relations from a critical perspective, in the midst of the obscurity of the limits between the organizational and public spheres, since said activity maintains its link with democracy, when it contributes to building strategic relationships based on communication resources, but also based on changes in the standards of citizen participation. Therefore, public relations strategies and policies can be extended to extrapolate organizational interests, especially in a democratic context where the focus is on the citizen, who is no longer a simple recipient - but a subject in the process. Therefore, demands arise for relationships that allow dialogue, participation and deliberation towards decision-making in public and private environments. However, public relations practices are subject to criticism as they seem to prioritize business or political interests, sparking discussion about whether they could coexist with democracy. Here the exploratory-descriptive study is based on bibliographical research, which is guided by the concepts of understanding, conflict resolution and discourse; all from Jürgen Habermas' Theory of Communicative Action (1984, 1987). The approaches to the public sphere and deliberative democracy were also based on Habermas, and on the authors who had him as their main reference. On the other hand, the critical approach to public relations was found in the works of Gonçalves (2007) and Peruzzo (1986, 2004, 2009). The concept of social capital, treated as evidence of links between groups that may be (in)directly linked to organizations, was based on Putnam (1997) and Matos (2007, 2009). The intertwining of these concepts results in the necessary commitment of public relations with the public interest, democratic values and the construction of citizenship.Keywords
Citizenship, Democracy, Public Sphere, Public Relations, Social CapitalDownloads
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