Evolutionary Theory: The Missing Link for Conceptualizing Public Relations

This article introduces the concept of using Charles Darwin's (1859/1979 Darwin , C. ( 1979 / 1859 ). The origin of species. New York : Gramercy Books . [Google Scholar]) evolutionary theory as the metatheory for conceptualizing public relations thought. It examines the state of public relations theory development and explores theories that have been proposed as metatheories for the field, including systems theory, complexity theory, and symmetrical/Excellence theory. It also explores the tenets of evolutionary theory that have relevance for public relations theory, including social intelligence, Machiavellian intelligence, cheater detection, cooperation, reciprocity, and reciprocal altruism. It then makes the case for the role that evolutionary theory could play as a metatheory in the further development of public relations theory.     

A social capital approach to improving public relations’ efficacy: Diagnosing internal constraints on external communication

This article extends Heath's (2006) concept of fully functioning society theory (FFS) and argues that public relations can be used as a force to enhance collective social capital in communities. To serve this purpose, however, the effectiveness of an organization to serve its external publics is often dependent on the status and relationships the public relations function has developed within the organization. This paper provides a network analysis of a government agency in Jordan that illustrates the relationship between internal organizational social capital and the potential problems for establishing external relationships with publics. Implications for public relations research methods and theory are also discussed.     

Engaging communities: Ostrom's economic commons,social capital and public relations

This article discusses the research of economics Nobelist Elinor Ostrom. It argues her analysis of long term community co-operation contains important insights for public relations, especially in the area of community engagement. Informed by Ostrom's focus on common pool resource management, the article highlights the importance of organisations adopting an attitude of mutuality to the external stakeholder environment. It also associates public relations practice with the promotion of a social commons. It then examines Ostrom's insights on the role that face-to-face communication plays in the generation of social capital and the norms of behaviour that promote co-operation. The article ends with a discussion of the implications of these findings for the practice of public relations in organisations and suggests areas for further research.     

Dialogic Engagement: Clarifying Foundational Concepts

The principle of engagement underlies much of the relational and organization–public communication research. Unfortunately, the principle of engagement suffers from a lack of clarity in the public relations literature. Use of the term engagement varies widely. This article clarifies the principle of engagement by positioning it within dialogue theory. We posit a conceptualization of engagement as: Engagement is part of dialogue and through engagement, organizations and publics can make decisions that create social capital. Engagement is both an orientation that influences interactions and the approach that guides the process of interactions among groups.     

Frank O'Hara in New York Race relations,poetic situations,postcolonial space

Abstract

Frank O'Hara's 1958 poem 'Ode: Salute to the French Negro Poets' cites 'race' as 'the poetic ground on which we rear our smiles', a phrase that points to both domestic and international contexts for reading this New York poet. At the same time, 'race' has a history of specific valences in O'Hara's work – as a focus of exoticized images of desire, aesthetic fulfillment, and social energy. Further, race, inflected through various colonial screens, becomes the central avenue leading toward O'Hara's project of rewriting the parameters of social space in poetry, a radical aestheticization not just of landscape but of social relations, with a consequent socialization of the act of writing. This article explores O'Hara's spatial poetics through the terms of Situationist theory, in which the techniques of dérive and détournement are applied to a reading of the poet's active suspension of the 'rules' of a gridded and hierarchical social order.     

Imperializing spin cycles: A postcolonial look at public relations,greenwashing, and the separation of publics

This article draws on postcolonial theory to critique ongoing neocolonial aspects of public relations theory and practice and especially the field's recent appropriation of terms such as “corporate social responsibility” and “sustainable development.” It positions such appropriation as a continuation of the old colonial strategy of reputation management among elite publics at the expense of marginalized publics. The article makes the case that public relations can only begin to be ethical and socially responsible if it acknowledges the diversity of publics, breaks down the hierarchy of publics, and takes into account the resistance of peripheral publics.     

What do Stakeholders Like on Facebook? Examining Public Reactions to Nonprofit Organizations’ Informational,Promotional, and Community-Building Messages

Although public relations scholarship has often discussed the possibilities of dialogue and engagement using social media, research has not truly explored this dynamic. Instead, research on social media platforms has focused on measuring the content and structure of organizational profiles. This study seeks to enhance the field's discussion about social media engagement by determining what organizational content individual stakeholders prefer on Facebook in terms of liking, commenting, and sharing. A content analysis of 1,000 updates from organizations on the Nonprofit Times 100 list indicates that, based on what they comment on and like, individuals prefer dialogic, as well as certain forms of mobilizational, messages; however, they are more likely to share one-way informational messages with their own networks. These findings are interpreted using practical and theoretical implications for the practice of public relations.     

The Emergence of a Social Problem: Single‐Parent Families in U.S. Popular Magazines and Social Science Journals, 1900–1998*

Abundant research investigates the content of public discourse about social problems. Far less is known about the quantity of social problems discourse. This article employs original data to address this gap by examining the emergence of single‐parent families as a social problem within U.S. popular magazines and social science journals. I trace the growth of discourse about single‐parent families in magazines indexed by the Reader's Guide to Periodical Literature (N= 3050) and social science journals indexed by JSTOR (N= 1376) between 1900 and 1998 and explore factors associated with this growth. The results indicate that contemporary issues functioned as rival social problems and depressed single‐parent family discourse within magazines but not within journals. Increases in the prevalence of single‐parent families were associated with increases in related discourse in both arenas, but discourse increased earlier in journals. Growing popular concern about single‐parent family formation in the 1960s was associated with a reduction in the quantity of single‐parent family discourse within journals but not within magazines.     

Commodities in action: measuring embeddedness and imposing values

Recent approaches in political economy look at the effects of technology and social values on economic action. Combining these approaches with those of economic anthropologists, this article poses that the way the economy is instituted can be understood by looking at reasons actors have for participating in actor‐networks of production, distribution and consumption. Using the author's research on American recycling, this article first shows that much of the‘making’or instituting of the economy happens outside the market, through political machinations, contracts and standards. Second, it suggests that these relationships impose value upon goods differently than do market relations. The details of the recycling‘chain’show the ways actors shape the network and demonstrate that the social values that add‘economic value’to goods are not uniform, but are highly contextual. Starting from Mark Granovetter's notion of 'social embeddedness', the article explains that the measure of social embeddedness is not as important as the values imposed upon other actors through social structure in the economy. It calls for a close observation of economic action in the locales within which production takes place to understand better the‘actions‐at‐a‐distance’where the politics of technology, social movements and power create the empirical, instituted economy.     

'Estrogen-filled worlds': fathers as primary caregivers and embodiment

Within the wide body of scholarship on gender work and caring, sub‐strands of research have grown tremendously in the past decade, including largely separate studies on fatherhood and embodiment. Drawing on a qualitative research project with Canadian fathers who self‐identify as primary caregivers of their children, this article focuses on recovering largely invisible links between theoretical and empirical understandings of fatherhood, caring and embodiment. The article builds on the work of key sociologists of the body as well as the work of Goffman and Merleau‐Ponty. Specifically, Merleau‐Ponty's concept of ‘body subjects’ and Goffman's work on the ‘moral’ quality of bodily movements through public spaces are utilized as lenses for understanding fathers' narratives of caring, particularly how men speak about their movements with children through what several fathers refer to as “estrogen‐filled” worlds. As caring for others involves forming social networks and relations, embodiment can matter in the spaces between men, between male and female caregivers, and between men and the children of others. This article argues that through the changing stages of caring for children, male embodiment constantly shifts in the weight of its salience in the identities and practices of fathers and caregiving.     

Habermas,Mead, and Rationality

This paper takes the position that symbolic interaction can become more relevant to the social issues of modernity and postmodernity by overcoming its traditional tendencies to be apolitical and to focus predominantly on micro aspects of social relations. It considers a serious reading of Habermas' Theory of Communicative Action as a contribution to this effort. Specifically it sees Habermas' reconstruction of the conception of the individual actor involved in communicating through significant symbols into one consistent with speech act theory and the concepts of speaker and listener as constructive and helpful. The paper also examines Mead's behav-ioristic theory of attitudes, types of attitudes and taking the attitude of the other(s), and relates it to his logical formulation of rational universals. It suggests that Mead's optimistic image of society and his position on rationality are no longer appropriate for discussing social issues in a global society with multiple rationalities. It sees possibilities for reformulation in Habermas' theory because, like Mead's theory, it construes rationality in communicative terms.     

When giving means taking: Public relations,sponsorship, and morally marginal donors

It is generally considered a positive social action to form relationships of support between organizations and publics. In public relations terms, such connections can lead to beneficial outcomes for both the organization, in terms of reputation and attributions of social responsibility, and publics, in terms of the ability to meet their own goals through financial contributions. It is less easy to understand what happens when these relationships detract from society holistically. In this paper the Tattersall's organization, Australia's “largest” privately owned company, is used as an example. Tattersall's has a history of community involvement, sponsorship, and benevolence. However, its sole business is gambling, and hence vulnerable gamblers fund its charitable donations. This article uses the writings of Pierre Bourdieu to discuss ethical practice and professionalism as well as the dynamics of sponsorship dependence of vulnerable groups. It suggests that although an underused theorist on the edges of mainstream public relations theory, Bourdieu's ideas have much to contribute to our understanding of professional practice.     

Defending the Family,Defending the Faith: An Analysis of The Family: A Proclamation to the World,Religious Identity,and the Politics of Same-Sex Marriage in a Mormon Community

In this article, we apply Peter Berger's theory of religion as a social construct to learn how The Church of Jesus Christ of Latter-day Saints (the Mormon Church) advances a heteronormative view of family relationships in the United States using a document titled The Family: A Proclamation to the World. Furthermore, applying cultural studies theory, we examine how believing Mormons negotiate the tension that arises when their secular values compete with those expressed by Church leaders. We argue that, although the Proclamation addresses a number of issues, the Church offers a closed text that emphasizes war narratives in which same-sex marriage is portrayed as a threat to LDS identity and the heteronormative family. This closed text is further legitimized by emphasis on the authority of Church leaders as oracles of God. The study participants largely accept the dominant narrative, and those who reject it, do so with some trepidation.     

Reframing public relations: The evolution of a reflective paradigm for organizational legitimization

This article endeavors to understand the emergence, diffusion and dynamics of the social processes that activate and constitute public relations. By applying Niklas Luhmann's epistemological sociology, it identifies central problems of late modern society and shows how society deals with these problems through evolutionary learning processes and the development of a reflective paradigm. It concludes that the role of public relations can be seen as organizational legitimization in interrelation to different and changing forms of societal coordination.     

Women in the Field: Women,Farming and Organizations

One striking feature of farming as an occupation is that there are few women who farm in their own right. The passing of land from father to son means that women rarely own land. Their typical entry to farming is through marriage. Women's route of entry to farming affects interpersonal relationships within the family, and also women's role in the public space of farming. Women are under‐represented in farming organizations, in training programmes, and in the politics of farming. This article focuses on the position of women within farming organizations and the interaction between (male) farming organizations and women's farming organizations. Farmers are an extremely well‐organized occupation and wield considerable political power because of this effective organization. However, farming organizations are almost entirely male. This article examines how women are treated within farming organizations, and also the interaction between (male) farming organizations and women's farming organizations. Drawing on the theory of organizations, I argue that the inclusion of women in farming organizations and the existence of women's farming organizations reinforce gender divisions within agriculture and do not in any way question the understanding of men as farmers, or the political power they hold.     

Frank Capra's Why We Fight and film documentary discourse in public relations

This article analyzes the influence of Archibald MacLeish's “strategy of truth” and the principles of the Government Information Manual for the Motion Picture Industry in the production of Frank Capra's documentary series Why We Fight. One of the main contributions of this research is to show how this series is the most important example of the application of the strategy of truth and, at the same time, one of the main examples of public relations audiovisual product realized to be addressed to American Army as well to the American public opinion. It is argued that Capra's Why We Fight made a substantial and long-lasting contribution to public relations, particularly in terms of its discourse and the use of analepsis has PR narrative resource. Overall, the article positions Why We Fight as one of the greatest efforts ever made in the history of military public relations.     

Masculinity and the Biographical Meanings of Management Theory: Lyndall Urwick and the Making of Scientific Management in Inter‐war Britain

This article explores the biographical shaping of management theory. Using the British management theorist Lyndall Urwick (1891–1983) as a case study, it argues that existing understandings of the history of management studies are limited by their lack of attention to the emotional a priori of theory production. For men such as Frederick Taylor or Urwick, the work of composing management theory for a public audience was intimately connected to events and experiences in the private life. Theorizing addressed emotional dilemmas even while it strove to construct a separation between the personal and the organizational. Management theories are not only historically, socially or discursively constructed, but can be read in terms of the evidence they provide about individual subjectivity. Psychoanalytic concepts can help illuminate such relations. Theorizing can be seen as a form of play: as something which, in D.W. Winnicott's terms, takes place in the space between the psychic reality of the ‘me’ and the external world of the ‘not me’. The ‘classical’ administrative theory represented by Taylor, Fayol and Urwick sought to create organizational structures which could stand apart from, and allow the management of, individual personalities. It simultaneously insisted on the status of theory as the ‘not me’; that is, as a product which was not shaped by personal experience, but which constituted objective knowledge. The illusion of theory as a largely external, social product persists in much management and organization studies today. This article challenges that social determinism, first, by showing how Urwick's theories addressed issues of separation and intimacy, and second, by placing Urwick's work in the context of his relations with women.     

Imperative for an Arab model of public relations as a framework for diplomatic,corporate and nongovernmental organization relationships

This paper advocates a morally/ethically defensible “organic theory” of public relations that is in opposition to the public relations literature that predominantly suggests that only those publics that have direct consequences for the organization are publics with whom public relations practitioners should deal. A biological metaphor can be used in supporting this “organic” theory of public relations in which the organization is an organ and society is a body as a whole.This paper concludes that the process of public relations, as well as the outcomes, is critically important in maintaining a metabolic balance and harmony within society itself—a requisite for the health and well-being of nation-states, corporations and nongovernmental organizations. Much of this process involves communication as a ritual, rather than communication as transmission of information; it involves interpersonal communication, rather than mass communication. It involves relationship-building as opposed to persuasion. Much of this process has been found traditionally in Arab culture, and these rich traditions should be recognized and examined for their utility and value in developing an Arab model of public relations to help resolve the plethora of 21st Century issues that threaten global stability and ultimately the well-being of all cultures and societies.     

An Empirical Analysis of Image Restoration: Texaco's Racism Crisis

As in any social science, theory in public relations is advanced by making and testing predictions from that theory. This article reports the results of a study designed to test some claims advanced by image restoration theory, a theory that is being used and cited frequently in crisis management research. The experimental study subjects conclusions from a case study to empirical analysis. More precisely, claims about the effectiveness of various image restoration strategies used in Texaco's efforts to combat a racism incident are tested. The results suggest that many conclusions drawn from image restoration case studies should be taken only as tentative. The results recommend a more rigorous application of image restoration theory to unpack its utility for crisis management and public relations.