Using social media dialogically: Public relations role in reviving democracy

This article explores how technology and our recent access to, and abundance of, information, are affecting democracy, and the role of public relations professionals in a post mass media society. The article reviews pros and cons of new technology, discusses how public relations can improve, democracy using dialogue, communitarianism, and Long Now thinking, and discusses how to actually, use social media dialogically. The article argues that as public relations revives its conceptualization of, relationship, communication professionals also benefit democracy and society as a whole.     

Climate,class and culture: political issues as cultural signifiers in the US

Since the 1970s, social scientists have argued that general pro‐environmental attitudes have diffused throughout American society, rendering socio‐demographics largely irrelevant in predicting support for such issues. The public reaction to the issue of climate change, however, is an exception to this narrative. While media bias, ideological framing, and business influence are often invoked to explain public apathy, I argue that ignoring class and culture in determining why climate change is so divisive is a potentially significant oversight. Using the cultural theory of Bourdieu, I examine how the conception of and reaction to climate change varies with economic and cultural capital using data from 40 interviews of Boston‐area respondents. The results suggest that climate change may indeed be a ‘classed’ issue – both in how the respondents conceive of it in the first place, and how they speak of social class in the context of it. The results suggest that social scientists should go beyond rational‐choice and media framing explanations, to take two prolific examples, in exploring how disagreements on the importance of climate change persist in the US.     

The elephant in the newsroom: Current research on journalism and emotion

The article seeks to review current work on the obvious but complex entanglement of journalism and emotion. The field has been under‐theorized and under‐researched; however, in recent years, the body of studies that attempt to grasp the relationship between journalism, journalists, media content, and emotion is growing. The paper roughly systematizes the literature on journalism and emotion based on the Goffmanian distinction between front region and back region; that is, I consider both research on emotionality of the public outcomes of journalists' work marked by journalists' professional ideology and less visible journalists' emotional labour that is behind media content. Based on the review of the body of research and on a sociological conceptualization of emotions, I identify several blind spots. Most importantly, what is still largely missing from the emergent work is research that complies with the social character of journalists' emotions: acknowledges emotions as a force central to the contemporary networked, dynamic and increasingly precarious journalism work, and conceptualizes emotions in journalism as a sociologically relevant phenomenon articulated by the context including newswork, technologies, and media organizations.     

As others see us: Differing perceptions of public relations in Nigeria among practitioners and the general public

This study investigates the extent to which there exists a relationship between the perception of professionals and members of the general public regarding image of public relations (PR) profession in Nigeria. Four operational hypotheses were tested using Chi-square cross tabulation. The result shows that members of the general public and professionals perceived PR messages as credible. However, members of the general public, unlike professionals, perceived the loyalty of PR professionals to be more on the side of employers and clients; the role of PR was perceived as basically oriented towards media relations; and PR profession was perceived more as a tool for repairing damaged organisational image. Appropriate recommendations are offered.     

Social Capital and Internet Use: The Irrelevant,the Bad,and the Good

The social effects of Internet use have been a major concern for social scientists and society alike. How the Internet affects social capital has been a hot topic in sociology and other social sciences: Is the Internet reinforcing and complementing social capital? Or is it isolating people and diminishing their social capital? Social capital is here defined as the resources that are embedded in one's social ties. This article reviews the literature on the subject, looking at three perspectives: one that suggests no relationship between the Internet and social capital, a second that suggests a negative relationship between the Internet and social capital, and a third that suggests a positive relationship between the Internet and social capital. I conclude by showing that despite the prominent dystopian view of the Internet in the public and in some academic discourse (and the moral panic associated with it), research supports a positive relationship between Internet use and social capital. In addition, I discuss new trends and directions for future research.     

Midwives,Marginality, and Public Identity Work

Because midwifery in the United States is an occupation at the margins of medicine, midwives must frequently negotiate competing identity claims. This article examines the public identity work of a group of midwives by focusing on two important tools they use to accomplish this work: boundary negotiation and impression management. Drawing on data from in‐depth interviews with twenty‐six licensed, nurse, and empirical midwives in the state of Florida, this article illustrates the ways in which midwives frame their identities in relation to history and media representations and manage public identities through boundary negotiation and impression management. I argue that the marginality of this occupation lends itself to competing categories of identity that midwives must negotiate. These categories become salient when midwives confront historical and media representations of childbirth and midwifery as well as the perceptions of the general public, consumers, lawmakers, and medical professionals.     

The pivotal role of news agencies in the context of globalization: a historical approach

The global media play a fundamental role in contemporary globalization, making possible instant communication and promoting an experience of global connectedness. The globalization of media communications has deeply shaped the modern journalistic field in the last 150 years and, at the same time, global news organizations have been instrumental in creating the very conditions that have made globalization possible. In this article I explore the relationship between globalization and the media and trace the historical development of the field of global news, examining in detail the role and trajectories of its most important players, the global news agencies, and highlighting significant parallels between nineteenth‐century globalization and the processes that have led to increased global connectedness in the past decades. I also devote some attention to the more recent developments in the field of global news and the appearance of new types of media organizations.     

Culture,the Public Sphere,and Media Sociology: A Search for a Classical Founder in the Work of Robert Park

This article examines the history of media sociology in the U.S., through a critical analysis of articles published in the major sociology journals during the twentieth century. I argue that media sociology has been at its most vibrant when its goal has been to understand the dominant cultural structures that shape the public sphere. Robert Park was the first sociologist to adopt this perspective, with his research on newspapers and the power of the press. This interest continued into the 1950s, with research on media and propaganda. By the 1960s, however, concern had shifted away from the public character of media, focusing instead on the ways in which social factors intervened between media messages and society. While important, this shift in analytical focus ultimately led to a more reductionist media sociology, which failed to explore how media provided a distinctive type of social output. There is evidence that a less reductionist media sociology has begun to emerge since the 1990s, with the rise of cultural sociology and theories of the public sphere. This new media sociology could increase its visibility within mainstream sociology by making more explicit connections to the Chicago School tradition, and by claiming Robert Park as its classical founder.     

Comparing advertising and editorials: An experimental study in TV and print

Publicity represents one of the most visible elements of public relations and as such draws a lot of attention from both within and outside the profession. Public relations practitioners seem to rely on the concept that news in the media has a superior value to advertising, if both messages are similar in content. This study aimed to establish the relationship between advertising and news editorials in terms of communication effects. Since public relations specialists claim that editorials are more credible and have greater impact than advertising it is clear how the results of this study could have potentially important implications for both advertising and public relations professionals.     

Wired science: use of World Wide Web and e-mail in science public relations

To gain visibility and public support, scientists must gain the attention of the mass media. Science public relations practitioners, who represent well-known research universities, private research organizations, government agencies, pharmaceutical companies, non-profit health associations, and public relations firms, help scientists accomplish that goal. The World Wide Web and e-mail have become an integral part of science public relations, according to a 2000 survey. Practitioners find that e-mail is essential in media relations. They believe the Web and e-mail together make it easier to obtain media coverage. Most (86%) practitioners in this highly specialized field believe the Web has improved their public relations work.     

Open information system and crisis communication in China

This paper discusses the role of media and communication at times of public crisis and contends that a modern, open information system is a precondition for good crisis management. It traces evolving policy discourse in Mainland China with a special focus on the relationship between the authorities and media. An overview is provided to contextualize and historicize the contemporary development. By examining a series of critical news events triggered by public crises, especially the Severe Acute Respiratory Syndrome (SARS) epidemic in 2003, it provides a broad assessment of the issues involved in the creation of China's open information system, with regard to both institutional policy‐making as well as everyday journalistic practices in reporting the emergent events. Finally, the paper discusses pertinent legislative and regulatory measures in recent years that hold particular importance to state‐media relationship during public crises, especially the Emergency Response Law promulgated in June 2007.     

Social media adoption among Turkish public relations professionals: A survey of practitioners

Social media is emerging as an important public relations tool and empowers two way symmetrical communications with publics and stakeholders. PR professionals are confronted with the swift rise of social media that forces practitioners to pay due and timely attention. They are not only excited about utilizing these tools together with conventional media, but are also excited about speaking directly to their publics and stakeholders without the involvement of any intermediaries. Through the perspective of UTAUT model, this paper examines the social media adoption of PR professionals in Turkey and how they employ social media tools both internally and externally. We employed a web-based questionnaire to 126 PR professionals who are members of the Turkish Public Relations Association. Findings reveal that Turkish PR professionals highly appreciate the importance of social media in recent PR practice. However, not all social media tools are equally adopted; e-mail is the most, and virtual world applications are the least adopted social media. It is also found that in the future, social networks are expected to be the most important social media, while corporate web sites get the second and mobile phone (PDA) applications get the third rank.     

Sociologists in the Press

Stimulated by debates on public sociology in the recent years I studied contributions of sociologists in daily newspapers in Austria. Although sociologists are rather present in the Austrian press, I argue this remains without noticeable effects on public opinion formation; the topics sociologists write and talk about are rather arbitrary and they lack factual content. Although my data refers to sociologists in the Austrian press, the study’s conclusions might be true to the wider sociological community: Through such exposure, a public profile of sociology cannot evolve. Furthermore, the article discusses criteria that prevent and complicate the relationship between sociologists and the press: avoidance of publicity, the problem of values and ideology, incompatibilities of language-games, divergence of relevance criteria, and deficient cultural empathy.     

Public relations and customer service: Employer perspectives of social media proficiency

Social media has enhanced integration between marketing and public relations. As such, public relations professionals have had to adapt and grow their knowledge and skillsets to stay relevant and current throughout the evolution of the digital landscape (Gesualdi, 2019). One of the growing areas of focus for public relations professionals has been customer service skills online. This specialization, often referred to as social care or social customer service, has been promoted and discussed heavily in industry circles and publications, but not in academic research. This study focuses on the survey results from 396 employers exploring the social media skills they most prefer university graduates to possess when entering the workforce. The results indicate that public relations and customer service are the social media skills most sought after by employers of university graduates ahead of proficiency in areas such as social media content production, strategy development and analytics. The potential implications of these findings to the public relations profession are examined and future research is also discussed.     

Revisiting the relationship between public relations and marketing: Encroachment and social media

Although public relations and marketing trade presses regularly discuss the conflict between the functions (e.g., Ecker, 2013; Havartin, 2013), academic researchers focused on the issue primarily in the 1980s and 1990s. The drop in public relations and marketing encroachment research does not parallel a drop in encroachment in practice, especially in light of today’s social media environment. In fact, historic tension between public relations and marketing intensified with the incorporation of social media into communication efforts. This paper updates the study of encroachment by reviewing the historical views of the topic, proposes ways that social media use has intensified issues related to role encroachment between public relations and marketing professionals, and outlines questions to guide future study of these topics.     

Much Ado About Nothing?

We can only welcome the discourse that has been initiated in our professional community with the concept of public sociology in the focus. Undoubtedly, Michael Burawoy has indisputable merits in fuelling this international dialogue. I find, however, that his position and conceptual framework is debatable at several points, therefore my review is on the side of those who criticize his ideas. My paper is divided into three parts: in keeping with the idea that the drop mirrors the ocean, I will start with the detailed critique of a single paragraph—the one which makes comments on his table entitled Types of sociological knowledge. It will be argued that by switching his viewpoints and using vaguely defined notions without empirical evidences he often tackles his subject inconsistently. Secondly, I intend to offer an alternative, three-dimensional conceptual model in which the social scientist’s prestige, influence and position on the action chain is taken into account as the main analytical aspects of the relationship between her/him and the public. Finally, based on this model, I propose to identify some strategies in order to find a better balance between the public and professional activity of social scientists.     

Fundamental causes of health disparities: stratification, the welfare state, and health in the United States and Iceland

Research has established that those with higher social status have better health. Less is known about whether this relationship differs cross-nationally and whether it operates similarly across different institutional arrangements. To examine the relationship between stratification and health, two Western, industrialized societies at opposite ends of an equal/unequal continuum are compared: the United States and Iceland. Using data from the 1998 General Social Survey and the 1998 Health and Living Standards of Adult Icelanders survey, I draw from two theoretical perspectives. First, I explore the notion of fundamental causes of disease by examining whether stratification has similar effects on health. Second, I examine whether the organization of welfare states affects this relationship. The results show that education, employment, and relative poverty have similar effects on health in both nations, thus supporting the notion of a fundamental cause. However in Iceland relative affluence has a weaker relationship with health. Further, being a parent, regardless of marital status, has a stronger positive relationship with good health in Iceland. Welfare state intervention may be most successful in equalizing health outcomes by supporting families and by removing advantages traditionally accumulated by the wealthy in capitalist societies.     

Multi-method analysis of transparency in social media practices: Survey,interviews and content analysis

With the decline of public trust in corporate America, organizations must consider ways to improve their relationships with key publics. One of the best strategies to build trust is through engaging in transparent communication (Rawlins, 2009). The increase in the popularity of social media has brought both challenges and opportunities for organizational transparency. This study used multiple methods to explore whether public relations professionals believe they are using social media to communicate transparently, to investigate how social media can be used to improve transparency along with its benefits and challenges, and to identify how transparency is used in social media campaigns.     

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.     

Review of J. Hoberman and Jeffrey Shandler's Entertaining America: Jews,Movies, and Broadcasting

The impact of increasing religious diversity in U.S. society has taken on added significance in recent years. This study, the first broad-based examination of religion and public relations, explores the nature of religion in the United States, its role in local community relations, and its public relations dimensions. Phone and e-mail interviews, textual analysis of institutional media, and field observations were used to obtain data on religious diversity, place-of-worship activities, and public relations practices. The nature of the communication between select religious institutions and their publics, through different media channels, is also explored. Two case studies that are representative and illustrative are included. From a communication perspective, it is suggested that a key to fostering interreligious dialogue and civil discourse on religion may lie in expanding traditional definitions of diversity to include religion and moving beyond expertise and contractual models of public relations toward a model that is covenantal in nature.