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.     

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.     

Remembering the Public in Public Relations Research: From Theoretical to Operational Symmetry

In an attempt to reconcile public relations research with a range of critical concerns, J. Grunig and colleagues have proposed a two-way symmetrical model that reformulates public relations as a more inclusive, balanced, and ethical practice. A contradiction exists, however, between two-way symmetrical theory and the asymmetrical research agenda it perpetuates: an agenda that continues to subsidize commercial and state communications at the expense of other segments of the population. To achieve real inclusion and balance in public relations, research must begin to address the public communications needs and constraints of previously excluded segments of the population     

Volunteer Engagement: Exploring the Distinction Between Job and Organizational Engagement

Retaining engaged volunteers is crucial to many non-profit organizations. However, research on volunteer engagement is limited, and the distinction between job and organizational engagement in volunteers remains to be investigated. In this paper, we examine both organizational- and job-level engagement, and specifically, whether perceived organizational support would enhance volunteer engagement and associated attitudes. We surveyed 221 volunteers, and asked them about their perceptions of organizational support; their engagement with their volunteer job and the organization they volunteer for; satisfaction; commitment; and turnover intentions. Both organizational and job engagements had significant relationships with the attitudinal variables. However, we found that organizational rather than job engagement mediated the relationship between organizational support and volunteer satisfaction and commitment. While organizational engagement correlated with turnover intentions, neither job nor organizational engagement mediated the relationship between support and the intent to leave. Our findings advance the research on volunteer engagement, and highlight the importance of organizational engagement for this important, but too often overlooked, workforce.     

Reflections on Public Sociology: Public Relations, Disciplinary Identity, and the Strong Program in Professional Sociology

Public sociology is an attempt to redress the issues of public engagement and disciplinary identity that have beset the discipline over the past several decades. While public sociology seeks to rectify the public invisibility of sociology, this paper investigates the limitations of it program. Several points of critique are offered. First, public sociology's affiliations with Marxism serve to potentially entrench existing divisions within the discipline. Second, public sociology's advancement of an agenda geared toward a "sociology for publics" instead of a "sociology of publics" imposes limitations on the development of a public interface. Third, the lack of a methodological agenda for public sociology raises concerns of how sociology can compete within a contested climate of public opinion. Fourth, issues of disciplinary coherence are not necessarily resolved by public sociology, and are potentially exacerbated by the invocation of public sociology as a new disciplinary identity. Fifth, the incoherence of professional sociology is obviated, and a misleading affiliation is made between scientific knowledge and the hegemonic structure of the profession. Finally, the idealism of public sociology's putative defense of civil society is explored as a utopian gesture akin to that of Habermas' attempt to revive the public sphere. The development of a strong program in professional sociology is briefly offered as a means to repair the disciplinary problems that are illustrated by emergence of the project of public sociology.     

Contested Notions of Issue Identity in International Public Relations: A Case Study

The Open University's circuit of culture model, which comprises a melding of critical or cultural and postmodern perspectives, encompasses 5 central discursive moments: regulation, production, consumption, representation, and identity. Using the World Health Organization's smallpox eradication campaign as a case study, we gathered data from a wide variety and in-depth collection of materials to examine how the moment of identity informs our understanding of international public relations practice and theory by recasting identity as a central, discursive concept within public relations.     

Extending Symmetry: Toward a Convergence of Professionalism,Practice, and Pragmatics in Public Relations

The professional values, practice, and pragmatics (3Ps) model is a framework to evaluate professional values and the practice of public relations within the context of situational pragmatics. In essence, this is a move from the two-way symmetrical model to a three-dimensional space anchored by professional values, practice, and pragmatics. The pragmatics dimension is developed from three subdimensions: threat versus opportunity, uncertainty, and perceived control. In addition, symmetry and skills have been reorganized into core professional values and professional practice, each with three subdimensions of their own.     

Overcoming Ethnocentrism: The Role of Identity in Contingent Practice of International Public Relations

Based on literature from the contingency theory of public relations and psychocultural conflict theory, this study explored how multinational corporations (MNCs) are practicing public relations in Korea, and what contingency factors impact MNCs' stances in conflict situations. Interviews of leaders in public relations agencies whose major clients are MNCs found that "fear factor" plays a critical role in MNCs taking more accommodative stances in conflict situations. MNCs tend to move toward accommodative stances based on their fear of Korean media and local culture, regardless of the presence of 2-way symmetrical communications with publics. More specifically, accommodation seemed to be enacted through 1-way communication (i.e., local publics' claims) and MNCs' fear of media, local culture, or publics. This finding implies the following: First, 1-way communication may not always result in advocacy as is claimed in Western cultures, but may actually lead to accommodation. Second, indigenous local cultural dimensions should be explored in examining international public relations practices.     

Communitas/Corporatas Tensions in Organizational Rhetoric: Finding a Balance in Sports Public Relations

Sports public relations always serves two masters—both corporatas and communitas. In this article, a close textual analysis of the National Collegiate Athletic Association's (NCAA's) Stay in Bounds community relations program reveals that the NCAA is both a defender of amateur, communitas values, and a participant in professionalized, corporatas organizational rhetoric. This article offers a typology of the specific competing commitments of communitas and corporatas in sports rhetoric and argues that all sports rhetoric, from little league to big league, must negotiate with publics a balance between these extremes.     

Effective Public Relations Leadership in Organizational Change: A Study of Multinationals in Mainland China

This study explored the role of public relations leadership during organizational change in 3 multinationals in mainland China. Based on 40 in-depth interviews, the findings suggested that the leadership of public relations unit or function during organizational change was shown through coaching middle management to manage employee emotions, providing communication training to middle management, communicating and reinforcing shared visions for change, and managing the conflicts between middle management and top management regarding change rationales, planning, and procedures. The leadership role of public relations managers was enacted through consulting CEOs' communication styles, exerting upward influence in change management, and acting as the different voice when decision making for change was questionable. Results of the study extended existing public relations leadership scholarship and shed light on some tentative dimensions of public relations leadership during organizational change: (a) coaching emotion management, (b) educating communication knowledge and skills, (c) reinforcing shared visions, (d) resolving conflicts, (e) exerting upward influence, and (f) acting as a different voice. Limitations of this study and suggestions for future research are also discussed.     

Public Relations Expertise and Organizational Effectiveness: A Study of U.S. Hospitals

A national survey of 191 heads of public relations departments in hospitals measured the departments' expertise or knowledge to practice excellent public relations, as defined by recent research. Utilizing 2 scales original to the study, correlations showed strong and significant relationships between organizational effectiveness and departments with high potential to practice the 2-way symmetrical model, enact the manager role, and participate in strategic planning. Analysis further showed that traditional communication craft, as characterized by 1-way models and the technician role, is a foundation for public relations excellence. Findings can be used to help resolve the current crisis faced by hospitals.     

Organizational Identity in Nonprofit Organizations: Strategic and Structural Implications

Organizational identity is what is central, distinctive, and enduring about an organization. This article argues that clarity and consensus about organizational identity are essential elements in setting successful long‐term strategy and making structural choices in a nonprofit organization. Four classes of nonprofit organization are examined here: grantmaking foundations, federated fundraising organizations, nonprofit academic centers, and social enterprises. In each case, alternative identities are described and the implications of each identity for organizational strategy and structure are analyzed. The article suggests that examination of identity should become an integral part of organizational development for nonprofit organizations and a subject for continued research.     

A Comparative Analysis of International Public Relations: Identification and Interpretation of Similarities and Differences Between Professionalization in Austria,Norway, and the United States

This research addresses the need to understand how culture affects public relations. Practitioners from three different cultures Austrian, Norwegian, and American—are compared in terms of professional orientation, fulfillment, and practitioner roles. Austrian practitioners reported a stronger professional fulfillment than their Norwegian and American counterparts. Other differences and similarities are identified and explained using culture-specific, work-related values. For example, strong professional fulfillment in Austria is viewed as a function of the value this culture places upon training and education. Those engaged in international public relations must consider such differences and similarities when choosing between standardized (globalization) and customized (localization) communication strategies.     

Noether's Theorem: The Science of Symmetry and the Law of Conservation

Noether's Theorem shows that symmetry-or change-can only exist simultaneously with conservation or invariance. For public relations, the implication is that an organization can behave "symmetrically" while maintaining certain beliefs, principles, or purposes that will never be relinquished. A case study of the Democratic Progressive Party (DPP) on Taiwan using participant observation (13 months), qualitative interviews (n = 22), and a quantitative survey (n = 166; response rate = 28.77%) showed that the organization exhibited symmetry by reaching out to external publics, engaging in dialogue with them, and expressing openness regarding Taiwan independence. Simultaneously, the party conserved its interests in gaining power and establishing an independent Taiwan. Recent electoral victories of the DPP suggest the effectiveness of symmetry-conservation for public relations practice.