Public Relations in Times of Dissensus

This edited volume explores the evolving role of pubic relations in an era marked by increasing societal dissensus, where shared narratives are breaking down and contentious communication defines the public sphere. The traditional public relations approaches that have long centered on the pursuit of consensus are increasingly out of step with the contemporary dynamics shaped by political polarization, digital framings, and postmodern challenges to metanarratives. This book argues that public relations must move beyond consensus-seeking models to engage with dissent as a critical feature of modern communication. Contributors explore how public relations functions amid conflict, contradiction and competing values. Case studies and critical analysis span non-profit organizations, government crisis communication, corporate social advocacy, global diplomacy, and historical movements, providing interdisciplinary insights into how public relations can strategically navigate dissents. By repositioning dissensus as a productive condition that requires engagement, the book invites scholars and practitioners to reconsider public relations as a field shaped not solely by consensus but by contestation, complexity, and plurality. As such, this volume offers a timely reevaluation of the public relations field's foundation and future trajectory in a complex world by engaging with dissensus as a site for ethical and strategic potential.