Corporate Publics and Rhetorical Strategies

Abstract

This article examines the role of rhetorical strategies in repairing damaged corporate relationships. Applying a multiple-publics concept and adapting Ware and Linkugel's rhetorical strategies of apologia to corporate discourse, this essay explores the use of an integrated model to corporate public relations. A case study of Union Carbide's justification of the Bhopal gas leak demonstrates the utility of such an approach. The essay concludes by examining the consequences of certain rhetorical strategies and the implications of this approach for management communication.