Public Relations Values in the New Millennium

This special issue features essays on the values of public relations from critical, excellence managerial, rhetorical, feminist, and postmodern perspectives. With these essays the authors make more conscious the guidelines and beliefs that public relations scholars, educators, students, and practitioners create for the practice of public relations. Individual essays: *challenge current public relations agenda, *argue for the values of collectivism, collaboration, and societal corporatism, *argue that the rhetorical values of advocacy and counter-advocacy help people understand the ethical values of public relations and the impact public relations has on the values guiding the marketplace and public policy arena, *explore the parallels between the feminist values of negotiation, relationship building, honesty and trust, and the effective ethical practice of public relations, and *argue for postmodern values in public relations.