Not all contingencies named “societal development” add to joy – some have positive some negative effects. A Strategic approach to communication can induce the spreading of positive human and corporate behaviourt that contributes to joy, discussing the role of public relations in society (Halff & Gregory, 2015). How can public relations contribute to the evolution, and reach of positive consumer-citizen behaviour (Edwards, 2017), community based collective actions (Doan & Toledano, 2017), the communication of social change (Dutta, 2011) as well as to more advanced levels of corporate citizenship through ethical persuasion and promotion of public interest (Johnston, 2017; Messina, 2007)? What are the challenges of focusing on individual achievements as joy when contextualised against power structures, the status quo or structural societal changes?
- Doan, M. A., & Toledano, M. (2017). Beyond organization-centred public relations: Collective action through a civic crowdfunding campaign. Public Relations Review.
- Dutta, M (2011) Communicating Social Change. New York: Routledge.
- Edwards, L. (2017). Public relations, voice and recognition: a case study. Media, Culture & Society, 40 (3), 317-332
- Halff, G., & Gregory, A. (2015). What is public relations to society? Toward an economically informed understanding of public relations. Public Relations Review, 41(5), 719-725.
- Johnston, J. (2017). The public interest: A new way of thinking for public relations? Public Relations Inquiry, 6(1), 5-22.
- Messina, (2007) Public relations, the public interest and persuasion: an ethical approach. Journal of Communication Management, Vol. 11 Issue: 1, pp. 29-52.