Critical Race Theory

Critical race theory (CRT) maintains that race is not biological; instead, it is a social construction used to protect the social, economic, and legal interests of whites so they can maintain their power.

Developed by legal scholars, CRT emerged in the mid-1970s and gained attention in the 1980s partly to examine race and racism. Scholars point out that CRT is used to reveal covert discrimination; combat affirmative action backlash; and question objectivity, neutrality, colorblindness, and meritocracy.

Donnalyn Pompper (2005) introduced CRT to public relations after her research revealed that public relations scholars rarely addressed differences in race, ethnicity, and culture. In addition, her research showed that scholarly works addressing differences were money-driven and lacked theoretical foundation.

“Tragically unprepared to address remarkable demographic shifts in the United States and economic globalization trends, we are handicapped to do excellent public relations (p. 155),” Pompper wrote. “We must responsibly personalize our work, improve methods used, and affect smooth transition to CRT perspectives.”

Pompper suggested adopting a CRT perspective in public relations by first increasing awareness of race. Doing so would help build respect and relationships with research participants and adapt research methods.

Nneka Logan (2011) used CRT in her critical analysis of the white leader prototype, which also traced the beginnings of public relations to race. She noted how Blacks were legally excluded from the profession when it emerged in the early 1900s.

She cited Madame C.J. Walker, an activist and the first woman self-made millionaire, as one of several examples of how Blacks successfully used public relations strategies.

“However, this knowledge developed outside the mainstream and remained primarily in African American communities. Thus, for the most part, as public relations developed, the field missed opportunities to capitalize on a wealth of relevant knowledge able to diversify theory and refine practice” (p. 449).

Logan (2016) notes that applying CRT to public relations practice could generate racial discussions and support social justice initiatives. She applied the four principles of CRT to the Starbucks Race Together public relations campaign.

“They include (1) placing race at the center of analysis, (2) acknowledging dominant groups often have trouble recognizing the discriminatory role race plays in society, (3) valuing the voices and lived experiences of racial minorities, and (4) maintaining a commitment to human liberation and racial equality” (p. 98).

Logan’s application of CRT principles coincides with how Lee Edwards (2012) extended Pompper’s arguments by discussing the role of public relations in five areas.

Those areas include:

1. Contributing to the social construction of race
2. Normalizing race
3. Engaging with other social systems and with what racializing effect
4. Contributing to the “othering” of marginalized groups
5. Countering racism and racialization.

Edwards (2012) also notes that race intersects with and cannot be understood without considering other identities such as gender, class, and religion.