Building Social Capital Through Rhetoric and Public Relations

Abstract

When the focus is on meaning making, language, rhetorical argument, and persuasion, there is enormous potential to see how public relations theory and practice in external organizational rhetoric can serve community interests—or not. Rhetoric (as the discourse) and public relations (as the enactment of that discourse) are essential to building and sustaining a society as a good place to live because they create various types of social capital. This article describes the various relationships among international and indigenous NGOs, business organizations, and community activists in facilitating (and, at times, frustrating) dialogue in Jordan. It offers an example of how social capital may be created when rhetors using public relations advocate in ways that enhance the capacity of local governance and make their community a better place to live.