At the heart of this special issue on external organizational rhetoric is the pursuit of unearthing the ways that complex organizations, performing as modern rhetors engaged in discourse, can work to make society a good place to live. One way that this can be achieved is by problematizing organizational rhetoric. To do so requires taking a critical stance that identifies the hidden ideographs and assumptions embedded within them. External organizational rhetoric scholars, aiming to foster a more fully functioning society, need to expose, smooth, and neutralize these assumptions and tacit constraints if there is to be continued progress in the study and application of the ways external organizational rhetoric, including public relations, might further contribute to society at large.