Positioning a price on carbon: Applying a proposed hybrid method of positioning discourse analysis for public relations

The primary aim of this research was to explore whether the conceptual framework for intentional positioning in public relations proposed by James in 2010–11, which is underpinned by positioning theory, could be used to guide a discourse analysis of strategic positioning tactics. Positioning discourse analysis is designed to examine how discourse is being used to strategically position something in order to gain an advantage, or to achieve a goal in a public relations context. In this study, a sample of speeches by the two leading politicians in Australia on the topic of carbon pricing was analysed. Both politicians worked to position a carbon price/tax as good and bad for Australia respectively. Guided by James’s framework, the positioning goal, positioning type and positioning purpose were identified along with the discursive strategies used. However, one of the positions was not as strongly held in the public debate as the other. Applying positioning theory, it could be seen that although other factors in the strategy and tactics were basically sound, it could also be argued that the right to position in a certain way had not been sufficiently established in the opinion of Australian voters. Undertaking a positioning discourse analysis offers another way of examining practice and sheds more light on the role of discourse in strategic public relations. This was a small study with generally encouraging findings that indicate further testing of the method is warranted.