What do we know about government public relations (GPR)? A systematic review of GPR in public relations literature

Despite the importance of public relations within local, national, and international government organizations, government public relations (GPR) is still an understudied field in public relations research when compared to its corporate and nonprofit counterparts and has been critiqued for lacking theoretical development (Liu & Horsley, 2007). To present the accumulated knowledge about GPR, this study used content analysis and bibliometric network analysis to systematically review 155 articles published in key public relations journals from 1976 to 2021. Our findings illustrate the status of GPR scholarship in terms of publication trends, authorship, research contexts, research topics, theoretical knowledge structure, methodological approaches, and ethical considerations. Findings suggest that GPR is a fast-growing field attracting international and multidisciplinary scholarly interests; yet has not been clearly defined and theorized. With strong theoretical roots in relationship management, GPR has the potential to develop context-relevant theories capturing the distinctive relational dynamics in various government communication situations. This study proposes a work-in-progress definition of GPR, identifies critical research gaps, and suggests future research directions to assist GPR in developing into a distinct and promising subfield of public relations research.     

Explaining the Origins of Public Relations: Logics of Historical Explanation

This study reviews a major body of research—historical explanations for the emergence of public relations as a social institution. This review of public relations histories identifies three distinct logics of historical explanation—a functionalist logic, an institutional logic, and a cultural logic. It then describes how these three logics are used in public relations histories and explores the theoretical and methodological challenges that each of these approaches presents.     

The history of academic research in public relations: Tracking research trends over nearly four decades

This study analyzed the history of public relations scholarship over 39 years of research published in two journals: the Journal of Public Relations Research and the Public Relations Review. By examining the topical, theoretical, and methodological themes, this study found new research topics, theoretical and methodological trends. These revealing themes provided a comprehensive picture of research trends and patterns of public relations scholarship, thus providing insights for future research agendas aimed at improving the breadth and depth in public relations.     

Field Dynamics and Public Relations Theory: Toward the Management of Multiple Publics

This article expands on the theoretical idea that public relations should be a two-way symmetrical process in which organizations use principles of communication, negotiation, and conflict resolution to manage relationships with strategic publics. We point out that the symmetrical model is two-way and does not explain the situation in which an organization must communicate with multiple publics about a problem. In the typical public relations case, the organization carries on a public debate with at least one relevant public in front of numerous other publics. This article adapts the method of field dynamics for assessing the relative positions of publics and organizations. The method makes it possible to compare organizations and publics on the dimensions of dominance—submissiveness, friendly-unfriendly, and group versus self-orientation. We compare our method with the situational theory of publics, co-orientation, and cultural analysis—all of which have been used in public relations theory and research. We then apply field dynamics to a dispute with Native Americans in Wisconsin and suggest intervention strategies for dealing with the dispute.     

Moral conflict and dynamic equilibrium: Public relations as strategic conflict management

In the literature review and proposed theoretical models, the author argues that we often engage in advocacy in public relations on behalf of causes we hold dear, much like a strong defender on a soccer field becomes physical in defending the goal without violating explicit rules or our sense of what is right and appropriate in a competitive world. The author presents this image of an athlete contending in fair competition as a metaphor for a rejection of canonized thinking about accommodation in public relations in favor of public relations as strategic conflict management. This research is offered to continue the discussion in the field of public relations from the contingency theory of strategic conflict management and consider the ethical challenges faced by public relations practitioners in an ongoing cycle of conflict. This article is included in the special issue on the contingency theory of strategic conflict management.     

Personal public relations: identity as a public relations commodity

Public relations for individuals is steadily emerging as a significant area of practice, yet little research and theoretical development is currently undertaken in this area. Within this article public relations for individuals, referred to in this study as personal public relations, is examined. The research identified two approaches deployed by public relations practitioners: a formative mode and an advisory mode. The formative mode is an active constitution of a public identity, whereas the advisory mode is a communication counseling approach. The paper argues that the formative role is more closely aligned to the marketing techniques of promotion and selling, whereas the advisory role fits more closely with the public relations roles of communication counseling and relationship building. Potential guidelines for ethical personal public relations work emerged from the discussion.Dr Judy Motion is a senior lecturer in the Department of Management Communication at the University of Waikato in New Zealand.     

Towards a postmodern research agenda for public relations

The theory and practice of public relations are largely based on a modernist understanding of organization that privileges management perspectives and a strategic focus in the field. This article explores the possibility of postmodernism as an alternative theoretical approach to public relations. Postmodernism rejects the manager as a rational being who has the ability to determine organizational outcomes through strategies. Modernist public relations is examined as a hegemonic practice that interpellates practitioners into the system to legitimize the perspectives and actions of corporate managers as objective knowledge, particularly through discursive practices in organizational media. Public relations’ media relations role is critiqued for its creation of a hyperreality and the resulting crisis of representation. The paper concludes with suggestions for a postmodern research agenda based on reflexivity.     

Beyond excellence: Extending the generic approach to international public relations: The case of Bosnia

This article extends the generic approach to international public relations research. The current generic approach, based on the Excellence theory of public relations, suggests a normative framework to study and evaluate international public relations practices. This generic approach has great potential for focusing international research and clarifying infrastructure, geopolitical, legal, cultural, media, and other important variables. Unfortunately, this generic approach has been mainly used to confirm the Excellence model of public relations. Thus, it falls short of providing scholars and practitioners the tools they need to conduct and study global public relations. This paper seeks to clarify international public relations research by explicating rhetorical generic theory (RGT).     

Public Engagement in Supportive Communication Behaviors toward an Organization: Effects of Relational Satisfaction and Organizational Reputation in Public Relations Management

The purpose of this article is to offer thoughts on the future research directions for public relations scholars. More specifically, 2 areas of potential research are offered: the balance zone model of public relations management and an outcome-based model of public relations. I argue that we need to move well beyond the current 2-way thinking about publics and begin to reconceptualize public relations in a multidimensional perspective, where dialogue, collaboration, and negotiation with multiple stakeholders and stakeseekers occur simultaneously. A new role of the public relations practitioner is to maintain an equilibrium that satisfies the mutual interest of all parties.     

Emotional intelligence and public relations: An empirical review

Since the 1990s, the concept of emotional intelligence has garnered growing popular and scholarly attention in the past several decades. Emotional intelligence is generally defined as one’s ability to recognize one’s own emotions, regulate them, recognize others’ emotions, and manage social relationships and is proposed to yield various desirable outcomes for organizations. This study provides a critical and comprehensive review of empirical studies on the role of emotional intelligence in various domains of public relations practice. Findings reveal that existing research has focused mostly on emotional intelligence as a competency vital to effective leadership and employee communication in organizations. Considerable research has also examined emotional intelligence as a necessity for effective crisis management and communication. This study calls for investigating the role of emotional intelligence in different areas of public relations such as media relations and community relations, for improved measurement and methodological pluralism in future research, for EI-based training for future public relations leaders, and for an EI model of professionalism in public relations education.     

The Effects of Blog-Mediated Public Relations (BMPR) on Relational Trust

Key features of blog-mediated public relations are conducive to initiating and nurturing relationships with publics. As a result, blogs have emerged as a new venue for public relations in recent years. Many public relations practitioners have come to realize that blogging is not just a fad and have recognized a growing trend of blogging adoption in the industry—suggesting a need for common principles of successful public relations blogging practices. This study selected the following critical features of effective blog-mediated public relations: salience of narrative structure, dialogical self, blogger credibility, and interactivity. Using these concepts, the researchers proposed a theoretical model in explaining relational trust as a central outcome of effective blog-mediated public relations. Findings showed that dialogical self in blog posts enhanced interactivity, which, in turn, led to an increase in relational trust. Additionally, this study found that blogger credibility played a positive role in relational trust.     

An Intercultural Competence Model of Strategic Public Relations Management in the Peru Mining Industry Context

This study develops and tests an intercultural competence model of strategic public relations management in the Peruvian mining industry. The model proposes that public relations practitioners' trait-level intercultural competence (empathy, open-mindedness, and flexibility) affect their perceptual-level competence (anxiety and uncertainty management), which in turn influence their behavioral-level competence (public relations practices) and the consequent relational quality with the publics. Structural equal modeling was used to analyze the data from 90 practitioners with rich intercultural public relations experiences. Results indicated that trait competence components worked differently in reducing practitioners' uncertainty and anxiety. Such distress reduction enhanced the use of symmetrical and two-way public relations. Finally, symmetrical public relations and lowered anxiety increased practitioners' perceptions of trust and control mutuality in the relationships their organizations had with the publics. The model's theoretical and practical implications are discussed.     

Anticipatory socialization in the use of social media in public relations: A content analysis of PRSA's Public Relations Tactics

This article examines one issue in how public relations students are socialized in their understanding of the value and power of social media in the practice of public relations. The public relations academic research about social media is explored, as well as the professional claims about the value of social media as a public relations tactic. The researchers conducted a content analysis of 1 year of Public Relations Tactics issues. The data are viewed through the theoretical frame of the socialization literature ( Jablin, 1987). The results suggest that claims of social media power far outweigh evidence of social media effectiveness as a communication tool. A disconnect exists between what authors of Public Relations Tactics pieces view as the potential for social media and the research findings about the effectiveness of social media. The final section of the article discusses the implications for public relations educators, professional associations, and practitioners as they consider social media tactics in public relations strategy.     

The re-enchantment of social institutions: Max Weber and public relations

The German sociologist Max Weber is rarely referred to in public relations theory and research. In this article it is argued that his concepts of legitimacy and legitimation are relevant for understanding and analyzing public relations activities. Legitimacy, i.e. having sufficient external support to continue to exist, is seen as the ultimate purpose of public relations, and legitimation is seen as the efforts which are aimed at acquiring organizational legitimacy. The article discusses both theoretical and practical implications of these ideas for the field of public relations.     

Understanding Public Engagement: Conceptualizing and Measuring its Influence on Supportive Behavioral Intentions

The concept of public engagement has suffered from a lack of a clear theoretical definition and sound operationalization. This study conceptualized and operationalized public engagement at the individual level and tested the micro-model of public engagement in relation to key public relations concepts and supportive behavioral intentions. Further, the study tried to bring the affective component into public relations scholarship by introducing engagement as a behavioral motivator that elicits individual publics' supportive behaviors toward an organization. The results showed the proposed 13-item scale of public engagement was sound in reliability and validity and found support for the proposed model as well as the mediation of public engagement.     

Evaluating excellence: A model of evaluation for public relations practice in organizational culture and context

This paper represents the development of an innovative and comprehensive model designed to measure public relations excellence within an organizational context. Drawing on established scales of evaluation for public relations practice, researchers propose a measurement model situated within excellence Theory. Through a partnership between the research team and The Alberta Energy Regulator (AER) organization, a case study approach was developed and implemented, highlighting the relationships between organizational culture and communication. The Excellence in Organizational Context model was tested within the AER, using empirical data gathered through in-depth semi-structured interviews and a self-report questionnaire survey conducted with individuals from various identified organizational stakeholder groups. This mixed-method approach was employed to explore and understand the multi-dimensional nature of public relations practice within this organization.Researchers investigated eight dimensions of excellence in this model. Initial findings indicate that the Excellence in Organizational Context model proposed here is a valid and appropriate method for measuring public relations performance when applied as a mixed-method approach for measuring practice and establishing context within an organizational culture. This indicates the need for both organizational, stakeholder, and sector/national level data in confirming relevant benchmarks.     

When controversial businesses meet dialogic communication: Insights from public relations practitioners in the oil and gas industry

This study investigated how public relations practitioners understand and practice dialogic communication in the controversial oil and gas industry. Guided by theoretical works of dialogic theory of public relations, the dialogic ladder, and negative spaces of dialogue, in-depth interviews were conducted with 21 practitioners who held public relations/communication positions serving the oil and gas industry in Canada. The findings suggest some points of alignment between practitioners’ understanding of dialogic public relations and the related theoretical orientation. Practitioners reported predominantly using an interpersonal approach for shallow dialogue followed by mediated and procedural approaches with different stakeholders in practice. Interviewees also shared the unique challenges they face in practicing dialogic communication due to the controversies surrounding the industry. Theoretical and practical implications are discussed.     

The Blog-Mediated Crisis Communication Model: Recommendations for Responding to Influential External Blogs

Practitioners and academics are buzzing about the impact of the blogosphere on public relations practices. Emerging evidence indicates that strategically managing blog-mediated public relations may be especially critical for crisis managers. Yet, no known research provides a comprehensive, theoretically sound approach indicating how crisis managers should engage with the blogosphere. Therefore, this study proposes a new conceptual model to help public relations professionals navigate the evolving blogosphere: the blog-mediated crisis communication model. This model helps crisis managers monitor the blogosphere and respond, when appropriate, to influential bloggers. Future research will test the model in applied contexts, working with corporate, government, and nonprofit organizations.     

Activism and the Limits of Symmetry: The Public Relations Battle Between Colorado GASP and Philip Morris

Litigation has forced tobacco companies like Philip Morris to disclose more than 7 million internal documents, including previously confidential public relations plans. We draw from this archive, as well as from activist materials, to demonstrate that, despite vigorous industry efforts to thwart them, activists in this case employed strategies of values advocacy and inoculation and capitalized on economic benefits to persuade publics. This watershed case poses continued challenges for the 2-way symmetrical or mixed-motive theoretical model of public relations. Accounting for public relations activism and understanding its voice in influencing contemporary public debate requires that scholars move beyond this widely accepted model that stresses compromise between activists and organizations. An alternative rhetorical theory of activist public relations is posited to account for groups that refuse to accommodate opponents.