Reconfiguring Public Relations

by David McKie

This book reconfigures the field of public relations so that it can better engage with the changing world of the 21st century. It identifies the virtual absence of contemporary theories that are core in other disciplines and fills the gap by integrating critical, postmodern, poststructural, postcolonial and other relevant theories into public relations. Reconfiguring Public Relations reenergises thinking about diversity through equity and in terms of business enterprise and environmental sustainability. It makes the case for more equitable diversity strategies in an era of increasing globalisation and establishes their relevance to organisational identity and core values. The book clarifies the present by taking a look back at the past and projecting forward to possible futures, including scenarios.

194 pages, Hardcover

First published May 1, 2007

About the author

David McKie (born 1935) is an English journalist and historian. He was deputy editor of The Guardian and continued to write a weekly column for that paper until 4 October 2007, with the byline Elsewhere. Until September 10, 2005, he also wrote a second weekly column, under the pseudonym "Smallweed".

His book Jabez: The Rise and Fall of a Victorian Scoundrel, a biography of the Victorian era politician and swindler Jabez Balfour, was shortlisted for the Saga Award for Wit, also known as the Silver Booker, as well as the Whitbread Book Award for biography. Great British Bus Journeys was shortlisted for a Dolman Best Travel Book Award in 2007.