Vision and state health department public relations practitioners: Prepared to lead?

Visions are important to organizational effectiveness. Although providing vision has been identified as one of the behaviors that best captures organization-wide public relations leadership, little public relations research has focused on vision. Similarly, state health departments have drawn little interest among public relations scholars even though states are a central part of the nation's public health system. This study addressed the perceptions of the top public relations professionals at state health departments concerning vision and their involvement in the visioning process. The practitioners were nearly unanimous in their belief that organizational visions are important. However, results indicate that some top public relations practitioners at state health departments are not prepared to make optimal contributions to the visioning process. In order to take full advantage of opportunities to serve as organization-wide leaders, public relations practitioners should seek out information about visioning in order help chart their organization's future and enhance their careers.     

Better stay single? Public relations and CSR leadership in India

Public relations scholars have argued that public relations practitioners, as boundary spanners between organizations and their diverse publics, are well positioned to assume leadership and become the “conscience” of their organization's CSR efforts. Conversely, scholars have also questioned public relations practitioners’ assumption of leadership of CSR. Much of the debate, both for and against, has been generated in Euro/American contexts of practice. As part of a larger study, this research aimed to examine whether the argument for public relations’ leadership of CSR holds true in non-Western contexts as well, specifically, by examining CSR leadership in corporations in India that are known to be socially responsible. This study found that in the majority of companies that are heavily engaged in CSR in India, it was the senior business executives and managers, instead of the PR practitioners, that were tasked with CSR leadership. Based on the findings of this study, this paper questions the assumption of CSR leadership by public relations practitioners.     

The Role of Communication in Achieving Shared Vision Under New Organizational Leadership

In this article, we report the results of a longitudinal survey research project of an organization undergoing leadership change. The study determined the relationships between members' "shared vision" of the organization's goals and a number of communication-related activities. We found significant relationships between shared vision and communication from the leader and the public relations staff. We concluded that the leader who "flattens" the communication hierarchy is more likely to achieve shared vision. The findings should be of value to public relations practitioners in their role as consultants to new leaders and as they determine the most effective channels for communicating organizational changes.     

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.     

Organizational Crisis Resistance: Examining Leadership Mental Models of Necessary Practices to Resist Crises and the Role of Organizational Context

This study explores which governance practices nonprofit leaders consider necessary to avoid organizational crises. Further, it explores whether these leadership mental models of crisis resistance depend on the organizational context. This helps determine whether practical learning points are organization specific or can be applied broadly. With a multilevel sample of 304 leaders from 44 Belgian nongovernmental development organizations, an exploratory path analysis reveals that nonprofit leaders consider continuous improvement, as a governance practice, particularly relevant for effective organizational crisis resistance. A multilevel analysis also shows that variations in leadership mental models cannot be explained by the organizational variables used in this study (organizational size, leadership group size, operational activities, and languages in the leadership group). This article concludes with a discussion of consequences for further research.     

Experience of female public relations practitioners in Bahrain

The research addressed the gap in the literature about the experience of public relations practitioners in the non-Western society of Bahrain. The research aims to contribute to public relations scholarship by using a qualitative approach to study the experience of Bahraini women working in public relations. It used open interviews with Bahraini PR practitioners who offered rich insights on their “experiences” as women working in PR in Bahrain. The interviewees talked about various types of challenges when working in public relations such as cultural marginalization, relationship with colleagues, social domination, and marginalization of PR function. The research suggests combined liberal and radical feminist strategies to improve the role of Bahraini women in public relations. It recommends social and organizational reforms, in addition to empowering women to utilize their personality traits, communication behaviors and management styles.     

Contingent factors: Modeling generic public relations practice in South Korea

This study identified which contingent variables public relations practitioners perceive as influential to their practice in South Korea. They responded that a number of contingent variables influence public relations activities and emphasized the influence of individual and organizational level variables on their practice. Practitioners at the management level perceived organizational level variables as influential while the staff level indicated PR department variables as dominant to their practice. Public relations practitioners whose main function is government relations tended to acknowledge a greater influence of organizational level variables. Most notably, public relations practitioners cited the constraints of negative information release and conflict situations.     

Corporate public relations dynamics: Internal vs. external stakeholders and the role of the practitioner

Most public relations research advocates for stronger organization-public relationships and the implementation of dialogic theory to advance the practice and elevate the status of the public relations practitioner. However, this study reveals that internal relationship dynamics can prevent corporate public relations practitioners from carrying out this function of the public relations role. Twelve weeks of observation and eleven interviews were conducted at a Fortune 1000 technology company to gain insights on how corporate PR practitioners build relationships with external publics, to gauge practitioners’ orientation to dialogue, and to identify challenges to external relationship building. Results show that internal relationship management is a prerequisite to corporate public relations practitioners’ success in developing mutually beneficial relationships with key publics. These findings have implications for both the theory and practice of public relations especially when considering the discussion of the technician versus strategic manager role of public relations and the advancement of the field to a professional status.     

The role of market-oriented relations in public relations: The differing perspectives of managers and practitioners in the U.S. and Taiwan

This study explored the role of market-oriented public relations. The study involved two surveys; one explored the perspectives of business managers and another of the perspectives of public relations practitioners, and compared their views concerning market-oriented and non-market-oriented relations. While business managers and public relations practitioners of non-market-oriented relations valued the contribution of market-oriented public relations to organizational effectiveness in terms of revenue generation and cost reduction, practitioners of market-oriented public relations ascribed their contribution to organizational effectiveness in terms of media publicity and exposure. This paper concludes with a discussion of practical applications and theoretical implications.     

Communicating Public Relations Research

In this article, I report a study on the extent and nature of research in the public relations industry. I begin with a document analysis of all campaigns submitted to a national industry awards in 1991 and 1992 and then investigate the research experience of public relations practitioners by using interviews with a sample of award-winning practitioners. The discussion provides insights into attitudes toward research. The implications of the study are useful for assessing the development of the profession, the issues facing practitioners in competing for resources, and the usefulness of initial and continuing public relations education. Critical theory is used to examine the way individuals conceptualize their research activity and focus on the importance of the language used by practitioners to describe their data-gathering processes, its significance for understanding and rewarding public relations contributions to organizational effectiveness, and its relevance for communicating across disciplines.     

The Influence of Gender Composition in Powerful Positions on Public Relations Practitioners' Gender-Related Perceptions

Against the background of the high feminization of the German agency sector, this article investigates 2 specific factors that help explain women's careers in public relations agencies: gender stereotypes and the organizational context. We present parts of a recent German explorative study: Long interviews were conducted with 13 female public relations experts to explain their view on women's situation in public relations in general and to describe their own careers. Findings reveal the evolution of a “PR bunny” stereotype that adds a negative touch to the female image as “natural born communicators.” Furthermore, our results support the argument that women seem to prefer (a) the organizational culture of public relations agencies, (b) agency-specific job tasks, and (c) agency-specific work processes. Possible consequences for practitioners and the profession are discussed.     

Public relations practitioners’ management of fake news: Exploring key elements and acts of information authentication

Using a thematic analysis of open-ended questions answered by current public relations practitioners in the United States, this study examined how public relations (PR) practitioners currently understand fake news and the strategies they use to verify information. Fake news is conceptualized as an important organizational issue that requires monitoring and management by PR practitioners. Participants identified manipulative intentions and misleading content intended to harm reputation as key elements of fake news. The current findings suggest that PR practitioners rely on both traditional news media and crowdsourcing to verify information. Finally, to differentiate clients’ content from fake news, participants emphasized the need to maintain control as the official source of information, avoid any controversies in official responses, and adhere to PR professional standards and ethics.     

The role of ethical leadership in building influence: Perspectives from female public relations professionals

Practices of ethical leadership in public relations can be context-specific and they can influence organizational effectiveness. By conducting a national survey, this study examines female public relations professionals’ perspectives on ethical leadership. The results suggest that the majority of female professionals feel ready and confident in providing ethics counseling as needed. Most importantly, the highest ranked public relations leaders’ ethical conduct help reinforce female professionals’ ethical practice. Female professionals indicate it is necessary to use multiple strategies to build and enact influence as an ethical leader in public relations. Theoretical and practical implications are discussed.     

The Role of Public Relations With Internal Activists

Abstract

Within the context of benefits/outsourcing reviews at a small, Eastern U.S. college, this qualitiative case study examined potential internal activism, employee/organizational leadership communication strategies, and ensuing changes in internal public relations practices/structure. Findings revealed that employees implemented activist strategies in response to perceived communication gaps, prompting organizational leadership to increase solictiation of employee input and commit to ongoing, two-way symmetrical communication; structural changes in internal public relations practices and reporting relationships also resulted. Extending previous activism research findings to internal publics as activists, in this study I suggest that the prodrome of potential employee activism should inform future public relations practice.     

‘This is a stage’: A study of public relations practitioners’ imagined online audiences

Public relations (PR) practitioners are among those cultural intermediaries who privilege symbols, products, and communication rituals in society. Through interviews (n = 26) and analysis of practitioners’ Twitter accounts, this study considers how members of this field identify their personal social networking site audiences and how these behaviors are implicated in the performance of their online identity. Findings indicate practitioners feel pressure to use personal social media in accordance with field-constrained norms and that an “occupational publicness” pressure requires them to be visible online outside of the workplace. The persistent specter of public criticism from audiences and the prioritizing of organizational interests above their own self-expression limits performances of PR practitioners’ authentic selves online.     

Enhancing Employee Engagement via Leaders’ Motivational Language in times of crisis: Perspectives from the COVID-19 outbreak

By bridging theoretical perspectives from diverse disciplines including public relations, organizational communication, psychology, and management, this study advances a sequential mediation process model that links leaders’ motivational communication—specifically, direction-giving, empathetic, and meaning-making language—to employees’ organizational engagement during times of crisis. The model incorporates employees’ psychological needs satisfaction and their subsequent crisis coping strategies so as to explain the process that underlies the effects of leader communication on employee engagement. We tested the model in a unique yet underexplored crisis context: organizational crises triggered by the global pandemic of COVID-19. The results of an online survey of 490 full-time U.S. employees provide strong support to the model’s predictions. Our research extends internal crisis communication scholarship in public relations by addressing what types of leader communication strategies as well as how these strategies contribute to employee engagement in a holistic fashion. It also advances theoretical development of the motivational language theory, self-determination theory, transactional model of stress and coping, and organizational engagement—the four theoretical bases of our study—in the context of organizational crises. Lastly, the study results provide timely practical insights on effective internal crisis communication.     

What counts amid contention? Measuring perceived intractable problems in public relations

Existing public relations measurement and evaluation frameworks may struggle to adequately capture (1) organizational engagement regarding contentious or intractable issues, and (2) external or publics-centered outcomes beyond the realm of organizational objectives and interests. In this research, qualitative, semi-structured interviews (41) with experienced U.S. public relations practitioners examined measurement and evaluation in the context of managing perceived intractable issues. In order to capture public relations engagement and potential impact on such issues, the paper presents a new measurement framework to encourage metrics for issues, communities, and societies—not just organizational priorities. This approach ensures a wider scope of levels of analysis (from message-level metrics to societal and global levels) as well as recognition of the potential value of dissensus, agonism, and agonistic metrics (Davidson & Motion, 2018) for more nuanced understandings of the work of public relations practitioners in contentious contexts.     

A Test of Excellent Leadership in Public Relations: Key Qualities,Valuable Sources,and Distinctive Leadership Perceptions

To better understand leadership in public relations and explore its value in successful communication management, this article captured the perceptions of mid- and senior-level public relations executives (N = 222) regarding the important qualities and dimensions of excellent leadership in the practice. According to study participants, strategic decision-making capability, problem-solving ability, and communication knowledge and expertise are the three most important qualities of excellent leadership. In addition, respondents said that on-the-job experiences, individual initiative and desire, and role models are the most valuable sources of leadership skills and development. About half of the respondents indicated that excellent leaders in public relations are different from leaders in other fields in three ways: They must hold a compelling vision for communication, possess comprehensive understanding of media and information systems, and effectively develop and implement strategic communication plans. Professional women and men in the study viewed excellent leadership in more or less similar ways. The study advances understanding of leadership in the field, which has been little explored in the public relations literature.     

Perceived professional standards and roles of public relations in China: Through the lens of Chinese public relations practitioners

As the first quantitative examination of perceived public relations professional standards in China using an online survey, this study was designed based on the standards of professional standards inventory Cameron, Sallot, & Lariscy (1996) constructed and tested among practitioners in the U.S. The survey results suggest six dimensions of perceived standards of professional performance: (1) role and function in organizational strategic planning, (2) sufficiency in professional training and preparedness, (3) gender and racial equity, (4) situational constraints, (5) licensing and organizational support, and (6) participation in the organizational decision-making team. Four dimensions of public relations roles were also identified by the survey participants: (1) brand promotion facilitator, (2) public information specialist, (3) media relations counsel, and (4) conflict management expert. Primary practice area was found to affect how Chinese practitioners perceive the six clusters of professional standards and the four identified public relations roles. These findings provide insights for both practitioners and researchers on how Chinese public relations practitioners view public relations as a profession and how the profession currently holds its professional standards in China.