Public Relations Research at the Crossroads

This article briefly sets out where we are in terms of research and then discusses where I think we should go in the future. The emphasis in this article is on what I see as the dominant theoretical paradigm in the field—2-way symmetrical communication. Although relationship building is also a prominent feature of the literature (L. A. Grunig, Toth, & Hon, 2000), it is 2-way symmetry that dominates. Today's public relations practice is fluid and complex. Thus, we need to bring into our literature new theories from other disciplines to enhance our conceptual understanding of the field and explore more fully the implications of postmodern theories for the practice of public relations. The management literature has embraced postmodernism, leading to an evolution in thinking about strategy with which we have failed to keep up (McKie, 2001; Moss, Warnaby, & Newman, 2000). If we are to be a management function, we need to bring that literature into ours and update what we do and how we do it.     

Organisational identities,identification and positioning: learning from political fields

This paper uses critical discourse analysis to analyse and theorise the discursive strategies and tactics of public relations professionals in the political field in creating political identities during election campaigns. The lessons learned through the analysis and the theories built from those lessons are then discussed for their application to identity creation in the commercial organisational marketplace. This paper makes a key contribution to organisational identity theory for public relations practitioners by dealing with issues of identity creation in the face of competition for those same positions, and with issues of compatibility of identity positions with organisational values as well as social values.     

What cultural values influence American public relations practitioners?

This paper advances a cultural approach to public relations research and practice through the extension of Hofstede’s cultural dimensions to Grunig’s models of public relations. This study tested a quantitative instrument that links societal culture, corporate culture, and the public relations communication of American practitioners. Two findings emerged from this study. First, American practitioners continue to practice one-way models of public relations even when their organizations may not dictate one-way communication with publics. And second, public relations practitioners who have collectivistic values tend to practice two-way models of public relations.Gabriel Vasquez is an assistant professor in the School of Communication, University of Houston, TX. Maureen Taylor is an assistant professor in the School of Communication, Information, and Library Studies at Rutgers University, NJ.     

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.     

Public relations and place branding: Friend,foe or just ignored? A systematic review

Communication about places is typically termed place branding and is generally situated within the marketing discipline. However, in practice, place branding shares many commonalities with public relations. It involves relationships with a wide range of stakeholders, reputation management, and communication campaigns that involve no direct sale of a product. While some have noted the parallels between place branding and public relations, the intersection of these two fields has not been reviewed empirically. This study examines the relationship between public relations and place branding by exploring how scholars in each field have conceptualised and represented the other in their research publications. A systematic review of 378 journal articles, published from 1988 to 2018 in 18 selected journals from both fields, was conducted. This research shows that while there is a significant conceptual crossover between the two fields and they work together in practice, the place branding literature largely treats public relations as a promotional tactic rather than a disciplinary body of knowledge. Conversely, outside of public diplomacy research, public relations has shown little interest in places and place communication, and there is limited research applying public relations theories and concepts to places. This paper adds to current knowledge on the interdisciplinarity of public relations theories and concepts and how public relations is perceived outside its own field and suggests new possibilities for interdisciplinary research on place communication.     

An overview of Middle East public relations practice,education, and research from isolation to globalization

ABSTRACT

Public relations has a critical role in addressing culture difference and enhancing research outreach. An analysis of practice, education and research in Middle East provides an exemplar of the need to move the discipline’s scholarship from global isolation to cultural inclusivity. A review of current scholarship in the discipline's journals documents the preeminence of “Western” theory. Research with culturally collaborative studies of media, culture, technology, and society is needed to provide global perspectives. The paper argues five initiatives are needed next steps for the discipline to achieve global inclusivity: * Enhance research collaboration – Culturally collaborative studies of media, culture, technology, and society are needed to provide global perspectives in our discipline. *Address bilingual scholarship – Public relations theory needs to acknowledge varied traditions and methodologies. Research journals need Middle Eastern faculty editorial board members and need to explore translation options. *Align research with the profession – Globally, public relations research needs qualitative understanding. Cultural differences often regress quantitative analysis to meaningless implications for both theory and practice. *Assess curriculum globalization – Educators need to increase cultural content in courses. Textbooks are needed that reflect the globalization of the field from multiple perspectives. *Develop international accreditation standards – An accreditation model based on bilingual, global, and contemporary careers in the discipline is needed. International accreditation site teams must include bilingual members.     

Reflections on the absence of formal reflection in public relations education and practice

This content analysis is a part of wider research into the value of reflective practice in public relations education and practice. Examination of this topic is important given that reflective practice is widely recognised as an essential element for claims of professionalism (Dewey, 1933; Schön, 1983, 1987), and professionalism remains an elusive goal for PR practitioners (L’Etang, 2009). This article examines the extent to which the terms and processes associated with reflective practice are formally included in the contents of a range of widely used and well regarded public relations textbooks. The aim is to provide insight into the significance (or lack of it) of reflective practice in contemporary public relations curricula. Given that textbooks are highly influential teaching media that both reflect and shape curricula, conclusions about the emphasis of reflective practice in public relations teaching can be drawn as a result of this analysis. The findings indicate that – based on the content of the textbooks analysed – reflective practice is not formally included in the public relations teaching curriculum. Further research is needed to determine whether this omission also reflects the situation in public relations practice. This research has relevance for public relations educators given that they play a significant role in influencing future generations of public relations professionals. It concludes with a call for a shift in public relations education that includes greater emphasis on reflective practice.     

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.     

A Provisional Conceptual Framework for Intentional Positioning in Public Relations

Positioning within public relations is a concept not often addressed in public relations literature. This article reports on the progress of a project that aims to develop a way in which positioning could be usefully conceptualized within public relations. It suggests a conceptual framework that takes positioning beyond the marketing definitions that have limited use in the broader public relations field. The article reports on the development of a provisional conceptual framework for intentional positioning within a public relations context. Drawing from recent developments in positioning theory in the field of psychology, a framework was developed and applied to 57 award winning public relations campaign entries. Findings reveal that the positioning framework has the potential to be applied both as an heuristic to aid analysis of practice and also as a framework to aid practitioners in designing positioning strategies. Possibilities for further research are discussed.     

Methodical failure: the use of case study method by public relations researchers

Case studies comprise up to a third of published articles in the public relations literature. There has, however, been little discussion in the literature of their methodological advantages or shortcomings as a research tool, or reflection on the quality of published case studies. This paper reviews the literature on case-study research, and surveys 5 years of case studies published in Public Relations Review to determine the quality of their methodology. The results indicate that few researchers understand or apply good case method.The paper concludes that case studies, if thoughtfully conceived and well executed are a research tool well suited to the study of public relations. It is suggested that poor methodology has undermined the role of case research in the development of theory. If properly applied case research could usefully balance the influence of quantitative research which tends to isolate research problems from the processes of public relations practice that are embedded in social or organizational contexts.     

Strategic leadership in public relations: An integrated conceptual framework

Although scholars have recognized the importance for public relations executives demonstrating strategic leadership in facilitating effective public relations practice, few have attempted to explain the multi-faceted nature of the leadership construct. In this paper, the author proposes an integrated conceptual framework to explain the leadership construct and its key dimensions. In addition, the author also proposes that leadership effectiveness can be mediated by a core set of organizational structure and culture as well as the social culture within which the organization operates. The paper also offers suggestions for future research to better understand how leadership influences public relations effectiveness.     

Forty years of doctoral public relations research in Spain: A quantitative study of dissertation contribution to theory development

In this article, doctoral dissertations on public relations written at Spanish universities (1965–2004) are examined in order to gain an understanding of the level of theory development within the discipline. The following subjects are studied: growth over time, universities where they were written, use of language, gender and the topics of doctoral dissertations. Although still in its early development, public relations doctoral research in Spain is a well-established and burgeoning field in terms of the total of theses examined (62). The conclusion, however, is that their contribution to theory building in public relations has been negligible, with the practical or operational side of public relations standing out more than the conceptual and theoretical side.     

Blogging PR: An exploratory analysis of public relations weblogs

Although there are ever more weblogs on the Internet, this is an area that has been little researched in public relations, and where they have been analyzed it has been as a tool for communication rather than a primary information source in the public relations body of knowledge. This paper provides an exploratory study of the structure and content of 67 blogs on public relations to determine what issues they deal with and whether they are a tool for the theoretical development of the field. In addition to their content we have looked at the structure, usability and interactivity of the blogs.     

Protocol journalism as a framework for understanding public relations–media relationships in Kosovo

There is growing interest about the ways in which the public relations field can contribute to democratization and civil society initiatives. Some scholars see enormous potential for public relations by non-governmental organizations (NGOs) to help get important social issues on the public agenda in transitional nations while other scholars have critiqued the practice of public relations in newly formed nations as a form of hegemony that privileges Western ideas, values, and standards of practice. One thing is certain: more scholarly attention is required if the field of public relations is to truly understand its evolving role in civil society. The purpose of this paper is to explore how the public relations–media relationship contributes to civil society development in Kosovo. The researcher interviewed media professionals, public relations/organizational spokespersons, and civil society experts about the opportunities and challenges of the public relations function in building civil society in Kosovo. The findings suggest that “protocol journalism” is the guiding metaphor for explaining and critiquing the public relations–media relationship in Kosovo. The implications of protocol journalism for media development and public relations credibility are discussed.     

The client-centered approach as a foundation for teaching the introductory course in public relations

The introductory or fundamentals course in public relations is the bedrock of the public relations curriculum. It introduces students to the field and prepares them for the remainder of the curriculum. Students learn the history of the field, the breadth of the practice, and the basic tools for research and planning. It can also be a starting point for their portfolios.This article describes a client-centered approach to the introductory course. The client-centered approach has students develop materials for a “client.” The materials introduce students to basic public relations tasks as well as offering a start to the portfolio. A full outline of the course, including assignments, is explained. The client-centered approach combines the use of the knowledge and skills that are the foundation of public relations practice.     

The rise and fall of the Institute for Government Public Information Research, 1978–1981

This historical case study recounts the short life of the Institute for Government Public Information Research at American University in Washington, DC. It was established in 1978 and was largely defunct by 1981. The significance of this brief event is that it helps illuminate the status of the subject of the Institute's attentions, namely the practice and study of government public relations. The somewhat shaky status of public information officers in the federal executive branch partly explains the fate of the Institute. It could not thrive in a field that itself was not thriving. The case study serves as an historical documentation of this (failed) effort to elevate the practice and study of public relations in the American national government in face of the second class status that Congress has relegated the profession to.     

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.     

Using dialogue to build organization–public relationships,engage publics,and positively affect organizational outcomes

The study and practice of public relations continues to explore the many benefits accrued when organizations adopt a relational approach to public relations management. One area that is relatively unexplored in the relationship management literature is the role of dialogue in organization–public relationships. Historically, scholars have focused dialogic research on either interaction – where an organization and a public exchange information – or a debate – where organizations and public engage in a process of statement counterstatement. The current investigation explores the notion of dialogue and examines the ways in which relationship attitudes and dialogue may positively affect key public member evaluations and behavioral intent. The results suggest that both relationship attitudes and dialogue positively affect respondent evaluations of and intended behaviors toward an organization. The implications of the findings are presented and suggestions for managing organization–public relationships are considered.