Who Are You Looking At? Public Relations and the Role of the Other

Lane, Anne B. (2006) Who Are You Looking At? Public Relations and the Role of the Other. Asia Pacific Public Relations Journal, 7, pp. 277-291.


This paper introduces to public relations the concept of the Other from cultural studies. Two types of Otherness (positive and negative) are applied to public relations practices, which are summarised as demonstrating oppositional and advocational approaches. Traditional views of public relations related to these concepts show publics are often situated as an oppositional Other from an organisation's perspective. Alternative approaches to Otherness in public relations are suggested, and are used to interrogate current theory and practice. Public relations academics and practitioners asking "who are you looking at?" might find the response more challenging when viewed through the lens of Otherness.

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ID Code: 7716
Item Type: Journal Article
Refereed: Yes
Additional URLs:
Keywords: Public relations, Other, Oppositional, Advocational, Cultural Studies
ISSN: 1440-4389
Subjects: Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > MARKETING (150500) > Marketing Communications (150502)
Divisions: Current > QUT Faculties and Divisions > QUT Business School
Copyright Owner: Copyright 2006 Deakin University
Copyright Statement: : Reproduced in accordance with the copyright policy of the publisher
: This journal is available online.
Deposited On: 15 May 2007 00:00
Last Modified: 29 Feb 2012 13:22

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