Collectivism, Collaboration, and Societal Corporatism as Core Professional Values in Public Relations

• DOI: 10.1207/s1532754xjprr1201_3
• Publication Date: 2004-01-14T15:19:52Z
• Authors: James E. Grunig
• Keywords: Corporatism; Value (mathematics)

Abstract Public relations must achieve professional status before its social role will be broadly accepted as valuable to society and organizational clients accept readily the advice of public counselors. Professions are based on core values a body knowledge that provides expertise how implement those values. Professionalism empowers managers negotiate with change behavior-helping organizations rise above "wrangle in marketplace" consider interests publics well their own interests. The value is collaboration, which also can found concepts societal corporatism, collectivism, communal relationships. Activist groups benefit from counsel just much other organizations, same generic principles apply activist communication. use specific applications these principles, however, when they need overcome lack power.