The analysis presented in this paper is based on the premise that study of public relations from the perspective of a rhetorical theory yields useful insights about public relations. The first part of the paper develops a rationale for the study of the rhetoric of organizations, especially the rhetoric of corporations, and concludes by juxtaposing the work of a theorist interested in public affairs management with the views of a rhetorical theorist. The second part of the paper reviews relevant literature in public relations with emphasis on (1) themes in the work of James Grunig, Todd Hunt, and William Ehling, and on (2) the current importance of the idea of measurability in public relations. The final section of the paper links the themes in public relations literature with the critical theory of Jurgen Habermas, which results in the development of criteria for critically evaluating public relations programming. (DF)