Whether politically, socially, economically, or psychologically, postmodern institutions attempt to influence their environments through the use of rhetoric in their public relations campaigns. As corporations increasingly dominate the public discourse we experience daily, it becomes increasingly important to understand how that discourse operates, and to become more informed creators and consumers of institutional rhetoric.

This volume examines the theoretical bases and practical effects of a variety of public relations campaigns. The contributors demonstrate that rhetorical inquiry is a viable and underrated approach to explaining the influence of public relations campaigns. Cases analyzed in the book range from those of national scope (e.g., Mobil Oil's Observations campaign of the 1970s and 1980s), to studies of targeted influence (e.g., corporate recruitment videos), to cases of internal relations (e.g., issues management during corporate mergers), to studies of local situations (e.g., the anatomy of a local ballot issue campaign). While the various contributors employ a broad range of rhetorical methods and analysis, the discussions remain approachable and understandable for students and professionals alike.

While much has been written on illicit drug use, policy, and drugs' relationship to crime, this study examines the drug war as most Americans have experienced it--through mass-mediated rhetoric: presidential drug war declarations, news stories and hype, public service announcements, and the like. Such rhetoric influences public opinion about illegal drugs, drug users, presidents, and the drug war itself. And according to this author, such rhetoric is also used as a public relations campaign designed to increase the popularity of government officials and to assure quiescence regarding particular policy programs. This study demonstrates the underestimated influence of rhetoric, political uses of public relations and the powerful influence they have on public opinion and the policy process.

In this single volume, William N. Elwood has gathered potent evidence of the impact that the HIV/AIDS epidemic has had on the world, its communities, and its inhabitants, and he addresses the role of communication in affecting the way in which people respond to AIDS. With a multidisciplinary group of contributors and topics ranging from political rhetoric to interpersonal discourse, Power in the Blood offers a multitude of ways in which to think about power, politics, HIV prevention, and people living with HIV. Readers will be able to use this information in class discussions, program designs, grant applications, and research, as well as in their own lives. With this volume, Elwood makes a thoroughly convincing argument that communication is the key to understanding, treating, and preventing AIDS, and he inspires further action toward the goal of ending the AIDS crisis.

In this single volume, William N. Elwood has gathered potent evidence of the impact that the HIV/AIDS epidemic has had on the world, its communities, and its inhabitants, and he addresses the role of communication in affecting the way in which people respond to AIDS. With a multidisciplinary group of contributors and topics ranging from political rhetoric to interpersonal discourse, "Power in the Blood" offers a multitude of ways in which to think about power, politics, HIV prevention, and people living with HIV. Readers will be able to use this information in class discussions, program designs, grant applications, and research, as well as in their own lives. With this volume, Elwood makes a thoroughly convincing argument that communication is the key to understanding, treating, and preventing AIDS, and he inspires further action toward the goal of ending the AIDS crisis.

Whether politically, socially, economically, or psychologically, postmodern institutions attempt to influence their environments through the use of rhetoric in their public relations campaigns. As corporations increasingly dominate the public discourse we experience daily, it becomes increasingly important to understand how that discourse operates, and to become more informed creators and consumers of institutional rhetoric.

This volume examines the theoretical bases and practical effects of a variety of public relations campaigns. The contributors demonstrate that rhetorical inquiry is a viable and underrated approach to explaining the influence of public relations campaigns. Cases analyzed in the book range from those of national scope (e.g., Mobil Oil's Observations campaign of the 1970s and 1980s), to studies of targeted influence (e.g., corporate recruitment videos), to cases of internal relations (e.g., issues management during corporate mergers), to studies of local situations (e.g., the anatomy of a local ballot issue campaign). While the various contributors employ a broad range of rhetorical methods and analysis, the discussions remain approachable and understandable for students and professionals alike.