How can we gain a better understanding of public relations rhetoric? This essay takes stock of the analytical building blocks that can be found in the public relations research and addresses the question raised in the introduction to this special issue: Can external organizational rhetoric help make society a good place to live? It is argued that whereas the literature on crisis communication and the concept of apologia—speech of self-defense—is fairly extensive, analysis of other subfields and types of public relations discourse is needed. Following the modification of its original epistemological basis, the concept of the rhetorical situation helps guide this endeavor. Such analysis can form a basis for a critical discussion of whether organizational rhetoric helps improve society.
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