Public Relations and Power: How Hard is Soft Power?

Abstract

Public relations is about soft power that operates through influence and attraction. As different social domains inter-penetrate, media of communication are partly (but not completely) exchangeable: power induces money, influence and/or attraction; money buys power, influence and/or attraction; influence impacts power, money and/or attraction; and attraction draws power, money and/or influence. Public relations is therefore at least theoretically on an equal footing with politics and economics as one of the three fundamental social concepts.

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