SOCIAL, POLITICAL, AND ECONOMIC CONTEXTS - KEYS IN EDUCATING TRUE PUBLIC-RELATIONS PROFESSIONALS

Contemporary public relations often focuses on strategic counseling as opposed to message production. Counseling requires careful study of clients' social, political and economic contexts. This article provides a systematic framework for contextual analysis. Core concepts for study of the social context include cultural and subcultural beliefs, the quality and frequency of social contacts within and among publics, and frames of reference. With the political context, the focus is on activities and strategies of political actors as well as their role and power relationships. Economic analysis deals with resource availability and opportunity costs. Dr. Culbertson is a professor in the E. W. Scripps School of Journalism at Ohio University. Dr. Jeffers is a professor of journalism at Central Michigan University.