Communicating for the good of the state: A post-symmetrical polemic on persuasion in ethical public relations

As inarguably one of the most influential theories in public relations scholarship, the symmetrical theory devalues the most common public relations objective, persuasion. This article deconstructs Grunig's work and re-constructs classic rhetoric to provide a post-symmetrical direction for public relations scholarship devoted to influencing behavior. By viewing the practice of persuasion from the perspectives of Aristotle, Plato, Isocrates, Burke, Nietzsche and others, this paper provides ethical and procedural guidelines on how today's public relations scholars can refocus the public relations agenda to focus more on real-world issues.