Public Relations, Cooperation, and Justice : From Evolutionary Biology to Ethics book cover
1st Edition

Public Relations, Cooperation, and Justice
From Evolutionary Biology to Ethics

ISBN 9781138944206
Published April 16, 2017 by Routledge
304 Pages 3 B/W Illustrations

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Book Description

Modern approaches to public relations cluster into three camps along a continuum:

  • conflict-oriented egoism, e.g. forms of contingency theory that focus almost exclusively on the wellbeing of an entity;

  • redressed egoism, e.g. subsidies to redress PR’s egoistic nature; and

  • forms of self-interested cooperation, e.g. fully functioning society theory.


Public Relations, Cooperation, and Justice draws upon interdisciplinary research from evolutionary biology, philosophy, and rhetoric to establish that relationships built on cooperation and justice are more productive than those built on conflict and egoistic competition. Just as important, this innovative book shuns normative, utopian appeals, offering instead only empirical, materialistic evidence for its conclusions.

This is a powerful, multidisciplinary, and well-documented analysis, including specific strategies for the enactment of PR as a quest for cooperation and justice, which aligns the discipline of public relations with basic human nature. It will be of interest to scholars and advanced students of public relations and communication ethics.

Table of Contents

Table of Contents


Section I: Introduction

Chapter 1 Introduction: A Consilience of Cooperation

Chapter 2 The Public Relations of Evolution

Section II: Evolutionary Biology, Public Relations, and Cooperation

Chapter 3 Introduction to Section II: Evolutionary Biology, Neuroscience,

and Cooperation

Chapter 4 Re-envisioning Charles Darwin

Chapter 5 Peter Kropotkin and Mutual Aid

Chapter 6 Dawkins, Gould, and Wilson: The Modern Debate

Chapter 7 The Evolution of Game Theory

Section III: Philosophy, Public Relations, and Cooperation

Chapter 8 Introduction to Section III: Philosophical Materialism,

Cooperation, and Justice

Chapter 9 David Hume and the Origins of Justice

Chapter 10 John Rawls and Justice as Fairness

Section IV: Rhetoric, Public Relations, and Cooperation

Chapter 11 Introduction to Section IV: Persuasion and Cooperation

Chapter 12 Isocrates, Moderation, and Justice

Chapter 13 Isocrates’ Legacy: The Roman Rhetoricians and Beyond

Section V: Conclusions

Chapter 14 Summaries and Strategies




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Charles Marsh is the Oscar Stauffer Professor of Journalism and Mass Communications at the University of Kansas, USA. He is author of Classical Rhetoric and Modern Public Relations: An Isocratean Model (Routledge) and co-author of Public Relations: A Values-Driven Approach (Pearson) and Strategic Writing (Routledge).