The Death of the Concept of Publics (Plural) in 21st Century Public Relations

Abstract

The concept of publics (plural) must be questioned because of today's communication and transportation technology. A difficult-to-explain-and-predict chaos theory has ensued as professional media have lost their monopoly of knowledge to an immense number of purveyors of seemingly infinite user-provided content traveling on inexpensive and easily accessible electronic channels of communication. Much of this content is ideological, refocusing responsibility on consumers. The only strategic public that can be identified with certainty is the general public during a time in which infinite numbers of volatile publics worldwide can form immediately and unpredictably and can act seemingly chaotically and with unforeseen power. The authors call for a re-definition of public relations in today's mediated society.