The public relations paradox of erasure: Damnatio memoriae as public relations strategy and tactic

Public relations scholars study how organizations co-create meaning with engaged stakeholders. Not well understood is how and why such co-creation modifies shared meaning, amplifies change, and even “erases” some piece of memory from the public record with the purpose of redirecting and redefining societal narratives. To help establish erasure as a concept for studying public relations, we draw from Freud’s theory of memory to establish a foundation upon which to critique strategic erasure. We adapt Freud’s theory of memory into the intersecting critique of visual rhetoric as public relations by analyzing, via narrative inquiry, remnants of Imperial Rome that have been modified, amplified, but even erased to present Rome’s modern identity. For centuries, even during Imperial Rome, leaders practiced damnatio memoriae —a modern Latin phrase that means “condemnation of memory.” We use this concept to interrogate the public relations identity process Rome’s leaders have used to modify for emphasis and even obliterate Roman elites’ names and images from the texts of public records by destroying, mutilating and modifying statues and monuments as a means for co-creating new public memory. Such analysis reveals how damnatio memoriae helps elites to redefine the “memory” of the Eternal City.     

Mapping the strategic thinking of public relations managers in a crisis situation: An illustrative example using conjoint analysis

A great deal of anecdotal and empirical evidence indicates that the public relations function is not well integrated into the strategic decision making of most organizations. Observers suggest that to be part of the strategic decision-making process, managers must demonstrate that they are strategic thinkers, i.e., show that they have “what it takes” to be part of the dominant coalition.However, research on strategic decision making has been dominated by the case study methodology, which has led to calls for quantitative approaches that might verify and supplement these qualitative-based findings. This article illustrates the operationalization of the conjoint analysis multivariate technique for the study of the public relations function within strategic decision making in a crisis situation. Implications for theory development and testing are also discussed.Peggy Simcic Brønn is an assistant professor and Erik Olson is an associate professor in the Department of Market-Oriented Management at the Norwegian School of Management.     

The definition,dimensions, and domain of public relations

By not developing a widely accepted definition and a central organizing principle or paradigm, the field of public relations has left itself vulnerable (1) to other fields that are making inroads into public relations' traditional domain, and (2) to critics who are filling in their own definitions of public relations. While opportunities abound, public relations is unlikely to fulfill its promise until it is willing and able to identify its fundamental nature and scope. This article proposes a definition (“managing strategic relationships”), along with a three-dimensional framework, with which to compare competing philosophies of public relations and from which to build a paradigm for the field.Dr. James G. Hutton teaches marketing and public relations at Fairleigh Dickinson University in northern New Jersey, just outside New York City.     

The propagation of awe: public relations,art and belief in Reformation Europe

Public relations scholarship, so positivistically oriented, has shown little interest in history and the arts. While public relations may or may not be a science, few scholars would deny that PR is an art. The crystallizing potency of the arts, throughout history, offers communication scholars a largely unexplored source for theory development. This metahistorical essay explores the origin of public relations as the propagation of awe, i.e., the strategic use of art, both high and vulgar, as a tool of opinion formation. The essay's focus is on the patronage, objectives and messages of art in the Catholic and Protestant reformations, the prolonged and conflictual era which some historians identify as the origin of modern public opinion.     

Reimagining dialogue in public relations: Bakhtin and open dialogue in the public sphere

Over the past several decades, public relations scholarship has added significant richness to its understanding of dialogue. Such research has followed a theoretical trajectory centered on the “I and Thou” philosophy of Martin Buber. Drawing from Mikhail Bakhtin’s Dialogic Imagination, this essay puts public relations dialogic scholarship into conversation with the concept of dialogue in a broader societal context. Bakhtin’s work provides additional understanding of public relations’ roles in dialogue, particularly in regards to facilitating public conversations. Bakhtin’s emphasis on contextual and individually generated meanings illuminates the nature and structure of public conversations and the potential for public relations practitioners to play a more active and positive role in the enactment of open dialogue.     

Staging Traumatic Memory: Competing Narratives of State Violence in Post-Communist Hungarian Museums

The article examines the way three contemporary Hungarian museums–the House of Terror Museum, the Jewish Museum and the Holocaust Memorial and Documentation Center–represent the history of the Holocaust and the history of Jewish/non-Jewish relations. Reflecting different political agendas, each of the three museums offers a different interpretation of how the Holocaust fits into the larger narrative of Hungary's 20th century history. The article argues that post-communist public memory has been constructed through debates about these histories. By analyzing the three museums' displays, narratives and the debates surrounding them, the article argues that Hungarian public discourse has yet to come to terms with the meaning and place of “Jewishness” (and the way it has informed “Hungarianness”) in modern Hungarian history. Despite the centrality of Jews and Jewish-non-Jewish relations to the museums' narratives, none are able to offer a clear definition of what “Jewishness” means and how it functioned at different times throughout the 20th century.     

The New Normal1

The Great Recession has caused many Americans to reevaluate their consumption‐rich way of life. In response to the shrinking economy, they have spent less, saved more, and simplified their lives. This essay asks whether people will seek a return to their prerecession lifestyles—in particular a return to making the acquisition and consumption of consumer goods a major source of meaning and contentment—as soon as their economic condition allows or whether they will make their more austere lives their “new normal.” It evaluates existing research on contentment and suggests that if instead of choosing to return to their “old normal,” Americans learn to derive satisfaction from nonconsumerist sources, in particular social relations and transcendental activities (i.e., religious, contemplative, and cultural activities), they may find the new normal quite acceptable.     

The Nonprofit Catallaxy: An Austrian Economics Perspective on the Nonprofit Sector

This paper examines the nonprofit sector from the perspective of the Austrian school of economic thought. In contrast to the traditional market failure approach, the Austrian school locates the role of the nonprofit sector in the facilitation of the spontaneous order and the utilization of local dispersed knowledge about the societal needs through a Hayekian “discovery procedure.” Another contribution of the Austrian school is in calling attention to the “calculation challenge” faced by the nonprofit sector, i.e., the reduced role of monetary signals as the informational basis for decision making. The calculation challenge brings up the important issue of societal feedback mechanisms operating in the nonprofit sector. It is shown that, in the nonprofit sector context, this challenge takes the form of the accountability problem.     

Social movements and public relations in the early twentieth century: How one group used public relations to curtail venereal disease rates

ABSTRACT

A case study of the American Social Hygiene Association (ASHA) campaign to craft a national vision for social health showed that the group used public relations-like strategies to, as one of their officials said, “crystallize public opinion” years before Edward Bernays wrote a book of the same title. Although these efforts might not have been labeled public relations at the time, this study introduces some precedents of contemporary public relations. In this study, social activism offered a more robust approach to addressing an issue than using media relations alone could do. ASHA members used communication strategies such as segmenting audiences, utilizing events to reach appropriate audiences, using visual media, and creating house organs to arouse public sentiment, influence attitudes, and promote desired behavior.

This case study expands public relations history theory by examining why ASHA members practiced public relations as they did. In this case, ASHA used persuasive communication to pierce the veil of silence around venereal disease to craft a national vision for social hygiene and legitimize the group as the major voice on this topic. Lessons from this case can illustrate how public relations can be conducted more effectively, especially in relation to social movements.     

Postcard from the Steppes: a snapshot of public relations and culture in Kazakhstan

This article offers one look at the current state of public relations in Kazakhstan. No studies have yet examined public relations practice in Kazakhstan or in Central Asia. The model used as the analytical framework for the study is borrowed from British cultural studies and called “the circuit of culture.” This model advances our understanding of the relationship among culture and meaning, culture and communication, and of course, culture and public relations. More specifically, this analysis illustrates how public relations produces, negotiates and even manages cultural meaning, as exemplified in Kazakhstan. The study finds that the language of money is the primary symbolic representation of public relations in Kazakhstan.     

Ethical grounds for public relations as organizational rhetoric

Organizational rhetoric is critically questioned for ethics of its strategic processes and aspirational goal of persuasive, inescapably self-interested influence. Such critique pits strategic engagement needed for self-governance against self-interested framing (spin) and other dysfunctions. This theoretical essay takes stock of research literature to evaluate the ethics of organizational rhetoric, as rationale for public relations, and justify shifting from a strategic functional to an ontological, agonistic view of public relations. Relevant literature justifies the ethics of fairness (which features regard for others’ interests) to guide rhetorical processes and prefer outcomes as societally responsible. From classical Greece to postmodern theory of agonism, analysis of rhetoric centers on self-governance: achieved by stakeholders addressing rhetorical problems in rhetorical situations to deliberate strategic legitimatization. The discursive role of public relations intersects ethics of fairness and rhetorical citizenship, advocacy and dialogue, discourse and engagement at individual and societal levels. Public relations should be linked to an ontological ethics regarding strategic means of rhetorical influence toward ends accomplished collectively by agonistic pursuit.     

Public relations identity and the stakeholder–organization relationship: A revised theoretical position for public relations scholarship

This paper addresses the challenge to differentiate public relations scholarship from other related communication disciplines (i.e., marketing, advertising, communication studies) by examining the concept of the stakeholder–organization relationship and public relations’ unique contributions therein. This paper proposes that public relations scholars move beyond discussing relationship attitudes and examine the central concept of a relationship, which comprises mutual orientation around a common interest point and the multiplicity of stakes and stakeholders. Research imperatives in the integration of relationship stakes and the value of social media in relationship analysis stand to further differentiate public relations from marketing.     

Echo chambers and social mediators in public advocacy issue networks

The growing trend of politically motivated consumer boycotts and buycotts on social media not only impacts a company’s financial bottom line, but more fundamentally disrupts relationships between the firm and its publics, the cornerstone of public relations (Ferguson, 1984; Sommerfeldt, & Kent, 2015). On a broader level, such politically motivated advocacy is a critical facet of civil society with important implications on the societal role of public relations (Taylor, 2010). In light of the significance of politically motivated consumer advocacy to public relations, a multi-phase, exploratory study was conducted. Study 1 applies content analysis and social network analysis to examine how different interactive mechanisms on social media—retweet, mention, and reply—may affect communication within and between communities of different ideological views surrounding the boycott and buycott issues. Study 2 further explores the challenges and opportunities of fostering exchange of diverse viewpoints by identifying new social mediators—the “echoers” who propel information flow among in-group members, and the “bridgers” who initiate communication with political out-group members—and assess the key network characteristics of these social mediators. The findings of these two studies advance public relations theories on networks, intergroup communication, and civil society by illustrating how social media structure and social mediators shape the networked public discourse to facilitate or inhibit conversations between publics of different ideological orientations.     

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.     

The processes-to-end(s) paradox of public relations

Public relations researchers, theorists, and practitioners should integrate professional practice with research topics, themes, concepts, theories, contextual intelligences, strategic processes, moral judgment, and functional practices by addressing the end(s) that public relations serves in community. Disciplinary intelligences feature outcomes that yield to specialized knowledge-based, processually achievable, intellectually justifiable, strategically valuable, and morally serviceable practices that constitute culture, society, and community. In that communitarian spirit, this paper draws on established research streams and strategic process-to-ends paradigms to argue that unique knowledge serves to collaboratively assist the constitution of community as place in search for order. Public relations’ unique knowledge, constantly refined and critically guided, adds strategic, emergent force to human’s communitarian imperative. This communitarian rationale for the constitutive paradigm reasons that as individuals, organizations and communities engage to communicate they communicate to organize through narrative continuity. Organizations, individuals, and groups engage on the winding path of agonistic, emergently epistemological and ontological cultural and societal moments to seek order in the public interest. Reputations (identities), complexes of relationships (institutionalized identification) and textuality of narrative continuity empower community members co-manage resources in service of shared interests’ license to operate.     

Constructing positive public relations in China: Integrating public relations dimensions,dialogic theory of public relations and the Chinese philosophical thinking of Yin and Yang

After thirty years of development in mainland China, public relations is suffering from a stigma because of its negative connotations, misconception and paradoxical perception among the general public, and development constraints. To overcome this stigmatization, a positive public relations theory that posits the positive functions of public relations in contemporary China is proposed by integrating the three public relations dimensions (i.e., communication, organization-public relationships, and ecological networks), the dialogic theory of public relations and the Chinese philosophical thinking of Yin and Yang. To achieve this, the paper first explains the cause of stigmatization in public relations. Second, it introduces the three dimensions of public relations as a profession and discipline. It then articulates how the dialogic theory of public relations and the Yin Yang philosophy contribute to the development of positive public relations. Lastly, it proposes the Taiji model of public relations and the underpinnings of positive public relations. It is important to note that positive public relations serves as a complement to, rather than a substitute for, existing theories of public relations.     

Moving Past Picket Fences: The Meaning of “Home” for Public Housing Residents

The literature on the meaning of “home” has generally focused on creating lists without giving much attention to the context that shapes meanings. Recently, scholars have argued that to understand “home” it is important to know the range of meanings that different people in different contexts give it. In this article, we focus on the meaning of “home” for public housing residents and consider how they construct the meaning of “home” and if they find that meaning in public housing. Our findings suggest that respondents consider their public housing residences to be “home,” and they construct this meaning using the dimensions of home identified in the literature. However, how respondents used these dimensions were, in some ways, different because of the context of living in public housing. Respondents emphasized the social dimension, and this dimension appeared to organize the other dimensions. As such, our findings support arguments that context matters to the meaning of “home.” They also suggest that policymakers need to broaden their understandings of public housing, as places that can be “home,” and use this understanding when making decisions about housing transformations.     

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.     

Workplace adversity and resilience in public relations: Accounting for the lived experiences of public relations practitioners

Public relations practitioners face workplace challenges as they cultivate public relationships, resolve conflicts, and manage crises. Odds of adversities may be high in this role, requiring practitioners to be resilient. This qualitative study explores workplace adversities in public relations from a practitioners’ perspective, and examines how they enact resilience. By asking current practitioners about their lived experiences, we found workplace adversities occurred on multiple levels and ranged from mundane to life-altering events. Patterns of resilience were, metaphorically, bouncing forward, bouncing up, bouncing back, and bouncing around. This study contributes to public relations and resilience scholarship by (1) uncovering workplace adversities and resilience enactment in public relations, therefore connecting practice with scholarship, (2) extending the “bounce back” metaphor in the resilience literature, therefore making resilience more inclusive, and (3) exploring the connections of multi-level resilience, and suggesting the complex and negotiated nature of resilience among individuals embedded in collectives.     

Reacting to Invasive Species: The Construction of a Moral Panic over Burmese Pythons

A variety of animals occupy the bad side of the Arluke‐Sanders (1996) socio‐zoological scale, including “invasives.” We contribute to the literature on animals and social problems by examining the societal reaction toward invasive Burmese pythons, focusing on the claims‐making process that culminated in the construction of a moral panic about these snakes. We seek to enhance sociological and public knowledge about social problems involving invasive species—a category of non‐human animals, plants, and organisms that attract significant scientific, political, and public attention. We draw from the work of, among others, Arluke and Sanders (1996), Nagy and Johnson (2013) and Jerolmack (2008) and argue that problematizing some animals, especially invasive species, involves the use of claims about ecological and physical harms. However, these claims do not come from the same sources or arouse similar responses. For strategic purposes, claims‐makers may rely on assertions that an animal is physically threatening, rather than ecologically threatening. They may emphasize the dangerousness or lethality of the animal to create fear and generate momentum toward a desired policy response, typically involving control or eradication of the animal. The goal is to restore the boundary between humans and nature which the animal's presence has disrupted.