Public relations critical intersections special section introduction

The theme of this special section arose from the idea that interdisciplinary interactions, or the cross-fertilization of methods, philosophies, theories, and modes of practice across disciplines, can open out productive ways of addressing complex issues and wicked problems. Our call for papers reached out to public relations scholars and to researchers in other fields to submit articles at these generative intersections at different time. They were invited to reflect on traditional concerns, or current issues, or projected trends in public relations and elsewhere. As editors making a call to open boundaries, we invited participation along a spectrum of possible intersections whether of content, methods, pedagogy or technology. Taking different positions on that spectrum, the articles in the section examine the nature, engagement and evaluation of intersections. In writing this introduction, the editors took an overview of the articles in the light of three fundamental questions: “How and where does interdisciplinarity occur in public relations?”; “Are there indications of how public relations intersects with other fields to engage existing and potential future challenges?”; and “What principles might serve to evaluate answers to questions one and two?” In addition, we explore how each of the selected intersections in the articles might add value to public relations as a discipline and a practice.     

Inoculation theory and public relations

Inoculation theory explains how an existing state (an attitude, a belief, a position) can be made more resistant to future influence, in much the same way a medical inoculation can make an existing state (a healthy body) more resistant to future viral influence: through pre-exposure to weakened forms of challenges. The theory has established efficacy as an effective messaging strategy in a number of contexts, including politics and health. Another area that has received attention in inoculation theory scholarship is public relations. A comprehensive review of this work, however, is long overdue. We outline existing work in inoculation theory and public relations, and then show how inoculation theory and public relations research can bring new applications and theoretical development to the public relations areas of (1) issues management; (2) crisis and risk communication; and (3) character assassination.     

Opportunity realized: Undergraduate education within Departments of Communication

The effort of the Undergraduate Communication Integrative Team¹ resulted in three models for undergraduate education in public relations within departments of communication. One model offered a macro-approach integrating cognitive, behavioral and professional conceptual categories within the general outcomes assessment framework. A second model offered a micro-approach by identifying six core content areas, then indicating the knowledge, behavioral and affective outcomes for each. This micro-model also suggested course titles within which the content might appear and presented suggestions for instruction tactics as well as methods for assessing student learning outcomes. A third model, appropriate to programs with only one course labeled “public relations,” explicated the content, pedagogy and assessment tactics for that introductory course.All of these models fit within a communication context shaped by 10 principles agreed to by the integration team. All the models fit within an interdisciplinary, liberal arts approach to public relations education strongly endorsed by the integration team.     

Performative policy studies: realizing “transition management”

The paper analyses the relations between policy studies and public policy. It traces how they are constitutively entangled. Conceptually, this builds on a notion of performativity that has been developed in science studies. The performativity of policy studies is explored in a case study of the innovation journey of “transition management” as a model for governing sociotechnical change. The paper shows how practices of knowledge production and policy-making take shape in interaction with the model and how a specialized research field coevolves with political alliances and policy programs. They interact in the process of realizing transition management, both by establishing the model as collective knowledge and by materially enacting it. In this interweaving with public policy, policy studies contribute to creating the reality that they describe. The conclusions discuss “realizing” as a mode of governance.     

All glamour, no substance? How public relations majors and potential majors in an exemplar program view the industry and function

Studies in public relations often conclude that the field is misunderstood [Kopenhaver, L. L. (1985). Aligning values of practitioners and journalists. Public Relations Review, 11(1), 34–42; Stacks, D. W., Botan, C., & Turk, J. V. (1999). Perceptions of pubic relations education. Public Relations Review, 25, 9–29] and misrepresented in media [Spicer, C. (2000). Public relations in a democratic society: Value and values. Journal of Public Relations Research, 12(1), 115–130]. Public relations professionals themselves often do not know what is involved in or support public relations education [Wright, D. K., & Turk, J. V. (2007). Public relations knowledge and professionalism: Challenges to educators and practitioners. In E.L. Toth (Ed.), The future of excellence in public relations and communication management: Challenges for the next generation (pp. 571–588). Mahwah, NJ: Lawrence Erlbaum]. Both the special issue (Public Relations Review, 1999) on public relations education and a following study published in this journal [Bowen, S. A. (2003). I thought it would be more glamorous: Preconceptions and misconceptions of public relations among students in the principles course. Public Relations Review, 29, 199–214] argued that public relations majors often do not realize what is involved in the academic discipline or the professional field. This research builds on the findings of those studies to ask: are public relations educators doing any better in communicating the core competencies, responsibilities, knowledge requirements, skills, and abilities of the discipline and the public relations major? Through the use of 10 focus groups across majors at a top research university, we can see that little is known about public relations among non-majors, but public relations majors can articulate the requirements and functions of the field. Several primary areas of confusion emerged about public relations related to: marketing or promotion, spinning the truth, image, and public relations as a career choice. These ideas show a critical lack of transparency in public relations. Credibility of the public relations function is hampered by this failure to communicate about the functions and core competencies of the field. Implications for both the public relations practice and for public relations education are discussed.     

Adding value to organizations: An examination of the role of senior public relations practitioners in Singapore

A key characteristic of public relations excellence in organizations is ensuring that the senior public relations practitioner – the head of the communication function – has the competencies to enact the strategic role of a manager. It is only when the top communicator possesses strategic management knowledge and engages in managerial work with support from colleagues who are technically skilled in traditional craft work can public relations work be considered to be value-generating.This paper presents the findings of the examination of the role of senior public relations practitioners in organizations in Singapore. It also explores the importance of core communication activities to the role of top in-house communicators, examines the time they allocate to managerial and technical work, and assesses if the managerial role which the practitioners play adds value to organizations. Data collected from both in-depth interviews and self-reported log of daily activities showed that although top communicators in Singapore enjoy strategic reporting and unhindered access to senior management, it also revealed, paradoxically, senior management's mixed worldviews of public relations; and that Singapore's top in-house practitioners lack the strategic knowledge to enact the managerial role as they are too focused on technical work.The paper concludes with recommendations on how the level of public relations professionalism can be raised in Singapore, starting with the practitioners themselves having to be fully equipped with the relevant academic knowledge of what makes communication excellent.     

Syndicalisme et nanotechnologies. De l’espace des relations professionnelles à l’espace public des risques

The positions taken on nanotechnologies by trade union organisations, whether European or French, reveal a shift in union action. Traditionally, the trade union approach to occupational risk has been embedded in the field of professional relations, where “technical progress” is accompanied by demands formulated in terms of risk prevention. With nanotechnologies, the union response is framed in precautionary terms, with an emphasis on protection of the environment and human health before innovations are introduced. From this perspective, the study will show how the trade union movement has tackled the issue of nanotechnologies, moving from an initially work-related approach to one that places the accent on public concerns that go beyond traditional union preoccupations.     

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 knowledge construction network of engagement research: Examining scholars’ star collaborators,embeddedness, and influence

Engagement is not new to the public relations lexicon. Yet, despite its significance in practice and the increasing scholarly attention, engagement has become a convoluted ideograph. Engagement has been critiqued as unorganized, lacking in a unified definition, and absent of a unified method of measurement. Still, it is a fundamental concept to the field. We take a network perspective to examine the construction of knowledge of engagement in the public relations literature. Broadly, we ask how scholars' direct and indirect connections influence our understanding of engagement? Using two bibliometric analysis techniques, we reveal and assess the connections among scholars, theories, concepts, and engagement types to inform future researchers’ scholarly endeavors into engagement.     

Intellectual Property,Scientific Independence,and the Efficacy and Environmental Impacts of Genetically Engineered Crops

Neoliberalism is the political ideology behind efforts to commercialize university science. The development of genetically engineered (GE) crops has facilitated the commercialization process because GE crops generally have more restrictive intellectual property protections than conventional crops. Those restrictions have led some to question whether long‐term university research and innovations are being compromised to protect short‐term intellectual property interests. This concern is evident in two letters submitted by public‐sector entomologists in February 2009 to the U.S. Environmental Protection Agency (EPA). The letters asserted that scientists are prohibited from conducting fully independent research on the efficacy and environmental impact of GE crops. In response to the letter, the American Seed Trade Association (ASTA) negotiated an agreement between university scientists and seed companies to protect industry property rights while enabling university scientists to conduct research with more independence. Through a survey of public‐ and private‐sector entomologists who are members of two regional entomologist research groups, we document scientists' perspectives on the adequacy of the ASTA agreement and whether those scientists have experienced limitations on their research projects involving efficacy and environmental impacts. Our findings show that limitations exist and that certain forms of public knowledge about crops are likely being compromised. These findings have implications for the legitimacy of current risk management institutions, as well as for future technological breakthroughs and innovations.     

Integrating evidence based practices into public relations education

Public relations continue to play an essential and changing role in society, requiring the regular reassessment of the education of future public relations practitioners. Academics and practitioners often differ in how they view the public relations field, how they define the discipline, and how they view the major pedagogical approaches. This paper explores the impact of integrating three different perspectives in public relations education including practitioner perspective, client perspective, and the evidence-based perspective. Results from students’ reaction papers and an online questionnaire suggest that integrating an evidence-based approach improves the competence and clarity of communications counsel provided by aspiring practitioners.     

Learning by leading: Integrating leadership in public relations education for an enhanced value

Twin surveys of senior public relations executives and public relations majors compared perceptual similarities and differences in leadership qualities, skill development sources, and unique features of public relations leadership. The perceptual gap revealed what students believe to be important or less important in the self-actualization process as future leaders. The results offered pedagogical recommendations on how to integrate leadership training in public relations education to prepare students with a sustainable competitive advantage.     

Capabilities of PR professionals for key activities lag: Asia-Pacific study shows theory and practice gaps

A number of studies of the knowledge, skills and abilities (KSAs), competencies and capabilities of public relations and communication professionals have been carried out in the USA, UK and other countries. However, most have not engaged to any significant extent with literature in the human resource development field which specializes in defining and developing these characteristics. Also, few studies to date have related the KSAs, competencies and capabilities of practitioners to the key activities of public relations and communication management required for the future. This article presents findings and analysis from a regional survey conducted in 22 Asia-Pacific countries in 2017/18 that compared, for the first time, the capabilities of practitioners in relation to activities identified as the most important over the next three years. This data, and comparison with equivalent regional surveys in Europe and Latin America, confirm a gap in capabilities in relation to key communication activities and suggest a gap in theory as well as practice. The findings and conclusions present a challenge for higher education and professional development for public relations and communication management and point to potential future directions in theory building.     

An inside-out exploration of contemporary Chinese public relations education

This study provides an inside-out examination of contemporary Chinese public relations education. Particularly, it seeks to explore (1) how Chinese public relations educators make meaning of the imported U.S. body of knowledge of public relations; (2) how Chinese educators conceptualize Chinese public relations; and (3) the connection and disconnection between academia and industry. We conducted 49 face-to-face in-depth interviews and performed content analysis of 22 Web sites of Chinese universities with public relations programs. Research findings reflected the movement of Chinese PR from a merely technical function to a more strategic function centering on relationship building, reputation, social responsibility, and organizational identity. The findings also suggested significant influence of the U.S. PR education on the development of Chinese public relations education manifested through textbook adoption and core curricular design. However, the study has also shown that educators have undertaken substantial effort to localize the imported knowledge in accordance with China's unique cultural, economic, and political systems.     

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.     

A toolbox for public relations: The oeuvre of Michel Foucault

In this article, we provide a brief introduction to the work of Michel Foucault. Our focus is on the major themes of Foucault's work: discourse, power/knowledge and subjectivity. We demonstrate the rich contribution that Foucauldian theory can make to public relations practice and scholarship by moving beyond a focus on excellence towards an understanding of public relations as a discourse practice with power effects.     

2010 Practice Analysis: Professional competencies and work categories in public relations today

Without question, the profession of public relations has changed greatly over the years, but the practice of that profession has remained unchanged in the last half century. The 2010 Practice Analysis conducted by the Universal Accreditation Board as a follow-up to its 2000 study examines professional competencies and work categories in current public relations practice. Results indicate that knowledge, skills, and abilities (i.e., professional competencies) for public relations practice in 2010 centered on general business skills, media relations, and theoretical knowledge. The strategic planning process of research, planning, implementation, and evaluation, as well as public relations ethics and legal issues, were connected to both general business skills and media relations. Four groupings of work categories in 2010 were public relations management, issues management, corporate communications, and media relations; each of these work category groupings reflected clear areas of extant public relations scholarship, suggesting that the theory and practice of public relations may be closer to each other than is commonly decried.     

Models for theory-based M.A. and Ph.D. programs

In response to growing demand for advanced public relations education, this article suggests integrated models of outcomes, curriculum, pedagogy and assessment for theory-based M.A. and Ph.D. programs. Because public relations has commonly been approached as a professional rather than theoretical subject, this article begins with a short explanation of why theoretical education is becoming an increasingly important part of public relations education. It then reports the integration team's recommendations for a flexible educational framework allowing for practical constraints and providing for institutional individuality at both the M.A. and Ph.D. levels. Assumptions underlying efforts of the team are outlined and specifics that might be included in M.A. and Ph.D. programs are presented with rationales for each.     

State of public relations education in the United States: 2006 report on a national survey of executives and academics

A survey of 312 public relations executives and educators examined how well practitioners and instructors perceive public relations students to be prepared for the practice, the content and value of public relations curricula and, the future of public relations education in the United States. Results are largely consistent with those from a slightly smaller 1998 survey, suggesting that the views of both groups are consistent over time and providing the first two data points in what it is hoped will develop into a longitudinal line of research addressing public relations education. Judgments regarding the desired characteristics among job applicants and essential curriculum content were extremely similar between the practitioner and educator groups with both wanting more emphasis on research, ethics and strategic planning as the field moves from a low-paid technical emphasis toward a much better paid strategic planning and research emphasis.