“Opinion can be void if not presented from both sides” Preston (2004)

The wise words of Samuel Preston of the Ordinary Boys – a good example of rhetorical theory. You may wonder where I am going with this, but I have recently started studying my CIPR Diploma so thought I would try and make the theory more entertaining by relating it to another of my interests – popular culture!

Rhetorical theory according to Heath (2001): “Through statement and counterstatement, people test each other’s views of reality, value, and choices relevant to products, services and public policies”. Heath supports the rhetorical process as the primary perspective through which PR should be viewed.

For rhetorical theory to be ethical, Heath states that the dialogue must be conducted on a level playing field. But how can a playing field be level in the corporate world? Surely there is an argument here about big fish in little ponds? The louder the voice, the stronger the message?

Skerlep (2001) also advocates the rhetorical approach as it allows multiple viewpoints to be given on situations, allowing the PR practitioner to gain new perspectives. By rigorously questioning and challenging statements, we can arrive at the ethical truth. For this approach to be truly ethical, the PR practitioner must be responsive to these mutliple viewpoints and not ignorant to them.

“In the situtation of public contention on a controversial issue, the speaker can only marshall the best arguments for his or her case… The ‘truth’ can only be reached through argumentative dialogue that reveals which of the participating parties has better arguments” (Skerlep, 2001).

I agree with Skerlep to an extent, but I think ‘debates’ are desirable rather than ‘arguments’ which marks the PR practitioner as an antagonistic challenger of opinion. Although the word ‘argument’ does convey the persuasive nature of these dialogues.

Finally, more words of wisdom from Samuel Preston “A healthy argument to start the day, what better way?” – he must be an advocate of rhetorical theory!