The intersection of public relations and Christian faith

A recent scholarly article got me thinking about the similarities between public relations and Christianity

I read a scholarly article recently that suggested that public relations should be re-defined through the lens of faith. This of course intrigued me as a long-time public relations professional and professor, and as a life-long Christian.

I realize that many readers of this blog may not be Christians. But you may find this perspective interesting.

It has occurred to me that both PR and Christianity are misunderstood as being all about image, when in reality they are both about relationship. In the case of public relations it is about organization’s relationships with their various publics or stakeholders. In the case of Christianity it is about each individual’s relationship with Jesus Christ. In both cases, the distinction between image and relationship definitely affects positive outcomes.

However, I did not agree with everything in the article. The author suggests moving away from organization-centric to one of stewardship, what he called a  ‘caritas’ or agape approach. Caritas in Latin means charity and is one of the seven virtues. Agape is from the Greek and means a type of love that is self-sacrificing. The author summarizes this as a form of covenantal stewardship, and proposes that the “publics” of public relations should include ancestors and animals.

I agree but differ. Animals are not publics but part of creation and we are stewards of the earth. However the Bible also endorses eating animals. As for ancestor worship, that is part of animistic religions, not Christianity. We may remember and revere those who have gone before us, but we can’t consider a relationship with them.

I would say integrating Christianity with public relations starts with relationship with God in the person of Jesus Christ. Our motivation should be gratitude for God’s love for us, humility, and serving others as a way to ultimately serve God. Communication would be symmetrical with others because God knows us all, but asymmetrical with God because He is sovereign.

I was talking to some people recently about Christian nonprofits and their public relations efforts. It occurred to me that the public relations role of advocate is similar to that of apostle, one who is sent, or evangelist, one who shares the good news. Many speak of public relations fundamentally as “getting the word out.” Christians refer to Jesus and the Bible as “the word.” 

The intersection of public relations and faith, or a model for public relations for Christian organizations,  therefore may be defined as: a public effort to lead others, in agape love, to a covenantal relationship with God.