Public relations anthropologies: French theory, anthropology of morality and ethnographic practices

The protagonists of this article are Lucien Matrat and the group of academics he led, known as the “European doctrine (or school) of public relations” (Boiry, 2004, p. 1). These public relations academics and professionals, who were mainly French, represented a body of knowledge which was characterised by an ethical and anthropological approach to public relations. It is this approach that led to Matrat's drafting of the Code of Athens and the creation of a theory of public relations based on human beings. The European doctrine also advocated the application of ethnographic methods to create corporate culture, such as the projet d’entreprise (corporate project). This paper analyzes, from a historical and theoretical viewpoint, this anthropological approach to public relations.

► This article describes and analyses the contribution of French practitioner Lucien Matrat to public relations theory and practice. ► Matrat led the first school of thought of public relations: The European School. ► Matrat's contribution is best characterized by his anthropological and ethnicographic approach to public relations. ► Matrat and his colleagues viewed and understood the crucial role played by public relations in defining corporate culture, particularly through the company project.