Krytyczna Analiza Dyskursu w public relations (koncepcja badania)

The article presents a concept of the application of the Critical Discourse Analysis (CDA) to the description of the organization – environment relation in public relations (PR) studies. The starting point is the view of PR as a co-creationist communication activity, as proposed by C.M. Botan and M. Taylor, and N. Fairclough’s concept of discourse analysis, on which basic PR structures were projected. From this point of view the negotiation of changes in relations takes place as a result of semiotic processes, which ocurs in the framework of social events. The proposed research (critical case study) covers an analysis of the coherence / non-coherence of individual semiotic elements which comprise a given social event. The article was illustrated with the example of the media storm concerning Amber Gold. According to the author, the perspective of PR as a semiotic activity and including CDA in its tools facilitate a more adequate description of the situation of various organizations, their communication and relations, which allows for their improvement