Overt Yet Covert: The Paradox of the Positive Flaw in Public Relations Practice

Abstract Research continues to look for advances and flaws in the theory and practice of public relations. One such flaw, coined “the paradox of the positive” ( Heath & Waymer, 2009 ), challenges theory and practice to avoid making glowingly positive statements for and about self-interested organizations, including their products, services, and programs. The critical concern is that discourse distorts the framing of issues, and assessments of organizations themselves, by expressing bias that is overly positive (or negative). Critical public relations research presumes that discourse is most fully functional when it supports objective, enlightened decision-making. This conceptual essay explores how theory and research support discussion of the dysfunctional power of the paradox of the positive to distort valuable cultural topoi that otherwise can guide management decision making and rhetorical discourse to solve problems and make sound decisions in the public interest. By understanding the paradox and grappling with its distortive impact, scholars and practitioners can navigate the dangers, benefits, ironies, and responsibilities required to expose and wrestle with a pervasive, taken-for-granted strategic practice of professional enterprise. Moreover, the paradox of the positive can harm the interests of marginalized publics and stakeholders. As a matter of discourse strategy, the challenge is to address issues and images with as little positive (or negative) distortion as possible if the practice is to broker the public interest.