Social capital and the added value of social relations

Almost all empirical research reveals that social capital is a factor that enhances public goods, but scholars are divided into two strands of thought. According to the first strand, the enhancement of public goods does not need any network of social relations, while, according to the second, enhancement depends on the existence and good functioning of relational networks, to the point that it consists in the creation of social networks. Which one is right? In order to clarify the issue, one should ask: can a social relation have any added social value? If so, how can we conceive of the added social value of social relations, and how can we measure it? The author claims that the added social value of social relations can be observed in those processes through which social capital and public (relational) goods (re)generate or elide each other. These processes can be analyzed as morphogenetic cycles that work in temporal sequences and are not circular or recursive. By adopting this perspective, we can see and measure the added social value of social relations in primary and secondary networks, leading to the emergence of public goods. The relational approach can give abundant evidence as to how and why different public goods are produced and/or enhanced depending on the different added social value of the social relations that constitute them.     

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.     

Social capital,guanxi and political influence in Chinese government relations

Social capital has emerged as a promising theoretical approach to understanding political influence in the public relations literature. However, the rationale of using social capital to influence corporate government relations in authoritarian societies is indistinct. To remedy this, we integrate Bourdieu’s (1986) and Lin’s (2001) social capital theories to explore how applying a variant form of social capital (e.g., guanxi) might shape corporate government relations in authoritarian China. A multi-method, qualitative approach was employed involving 44 interviews, participant observation and document review. The findings highlighted an underexamined “vertical” dimension of social capital (i.e., links with authority in a hierarchy), which enables corporations to exercise agency over the pre-existing and often vague regulatory environment. This study adds a new perspective to social capital with hierarchical guanxi that enriches our understanding of guanxi-based political influence in Chinese corporate government relations.     

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.     

Institutionalizing government public relations in Romania after 1989

Public relations are a new profession in Romania, an Eastern European former communist country which changed to a democratic regime in December 1989. It is generally considered to have emerged after 1990, although publicity and political propaganda preceded it (Rogojinaru in Sriramesh and Ver?i?, 2009, p. 553). Although the Romanian practice of public relations evolved and developed quickly aligning with the international practice, several campaigns and programs receiving awards during the last editions of IPRA Golden World Awards, SABRE Awards, Cannes Lions Awards or European Excellence Awards, there is still very little focus on research and theory. Thus, there is no major study on the history of public relations in Romania prior to 1989 to either confirm or challenge the conclusion of Grunig, Grunig and Ver?i? (2004) that there was no public relations in Eastern Europe before 1989 because the concept was not acceptable for socialism (p. 137). Even after 1989 while there is a growing body of literature on public relations in general published in Romanian, few studies addressed Romanian public relations which are more frequently described in practice than researched from the viewpoint of public relations theory. This exploratory research aims at identifying the characteristics of government public relations in Romania in 2011, the main stages in institutionalizing government public relations after 1989 and correlates them with the general evolution of public relations in Romania between 1989 and 2011.     

Comparing professional identities, attitudes, and views in public communication: A study of Chilean journalists and public relations practitioners

Public relations (PR) practitioners’ and journalists’ professional views and attitudes toward each other have been a subject of academic inquiry during the past decades; however, much of this research has focused on Europe and North America. In other regions of the world, for example in Latin America, historical developments and social understandings have led to slightly different conceptualizations of PR and journalism. Using Chile as a case study, this paper reports the results of an examination of Chilean journalists’ and PR practitioners’ professional conceptions. While both groups tend to have somewhat similar views of media relations and see themselves as part of the same profession, there are also important differences which are most likely based on professional socialization processes rather than educational backgrounds or sociodemographic and work related variables. Implications for contextually grounded approaches to the study of PR and journalism are highlighted.     

The civility of social capital: Public relations in the public sphere,civil society,and democracy

Scholars have analyzed public relations’ role in democracy via proxy concepts like the public sphere and civil society. However, some have critiqued the public sphere on grounds of equal access and portrayed civil society as a guise for first-world imperialism. These critiques have implications for the role of public relations in the public sphere and civil society. This article suggests the normative role of public relations in democracy is best perceived as creating the social capital that facilitates access to spheres of public discussion and in maintaining relationships among those organizations that check state power. To that end, the paper argues that social capital does much to advance public relations theory and prescribe the role of public relations in democracy. Several implications for public relations from a social capital perspective are offered, including the creation of generalized societal trust, the building of cross-cutting or “weak” ties, the engagement of media on behalf of subaltern counterpublics, and the (re)creation of community or a fully functioning society.     

Enhancing community capacity: Roles of perceived bonding and bridging social capital and public relations in community building

This study examined whether two types of perceived social capital – bonding and bridging – can affect individuals’ belief in community capacity in the context of a corporate community relations program to develop rural areas in South Korea. The results of the study's Web survey showed that perceived community capacity to resolve problems was significantly affected by their perception of both bonding and bridging social capital. The findings suggest that social capital serves as a mechanism that can foster community capacity through norms of interaction, reciprocity, and trust as aspects of civil society.     

Public broadcast of health communication: Extending public relations through social capital in Taiwan

This paper shows how a public media can effectively utilize its social capital, and integrate with different resources from the related non-profit organizations and corporations in public relations perspective. A case study of a high-popularity Taiwanese public traffic radio: Police Broadcasting Service (PBS) is conducted. The finding shows that the public radio can cost-effectively deliver health communication with the principle of social marketing.     

Congressional controversy over the federal Prohibition Bureau's public relations, 1922

Prohibition went into effect in early 1919, with the ratification of the 18th amendment to the Constitution. Yet, its adoption did not end the controversy. For ‘drys’ and ‘wets’ in Congress, conflict over the Prohibition Bureau's public relations became a proxy for the ongoing battle over prohibition itself. This is an historical summary of the 1922 battle over the appropriateness of that agency's public relations.     

Networks of social capital: Extending a public relations model of civil society in Peru

Scholars have argued that public relations can and indeed must be used to improve society. This article builds on the work of Taylor and Doerfel (2005), who advocated for the continued study of civil society through the lens of public relations theory. This study contributes to a normative public relations model of civil society by examining how interorganizational relationships, which may initially be established for purposes of resource exchange, benefit civil society through the creation and maintenance of social capital. The study examined a segment of Peruvian civil society dedicated to media development, as media is a key partner in building civil society (Taylor, 2009). The results of the study help to explain how interorganizational relationships contribute to the creation of social capital in a civil society network, and how certain network positions are integral to maintaining the social capital of a community of actors. Implications for the role of public relations in building and maintaining networks of interorganizational communities are discussed.     

Teaching international public relations: An examination of individual and institutional attributes of public relations educators in the U.S.

The study reported here provides an examination of the attributes of selected public relation educators and their institutions in relation to the teaching of international public relations as a course or as a part of a course.     

Acceptance of democracy and public relations: Attitudes in a transitional country

The study explores the relationship between acceptance of democracy and opinions about public communication used by the private sector in television newscasts in Croatia, a country transitioning to democracy. A survey administered to students at a large University in Zagreb found inconsistent responses to the items that measured acceptance of democracy, indicating that young Croatians in the study may still be in a political “gray zone” and may not have a full understanding of the precepts of democracy. However, there was a positive correlation between opinions about public relations media practices and acceptance of democracy. The study suggests that it is not enough to use a theoretical framework of global public relations that characterizes a country as a democracy or not, but rather to recognize that democratization is a process. Many people in transitional societies may be closer on the continuum to traditional communist points of view than to newer democratic views; such understanding can help provide a theoretical understanding of transitional public relations.     

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.     

Social integration and public relations: Global lessons from an Israeli experience

This article looks at the origins and evolution of social integration in Israel. Developing a cultural roots approach, it considers the promotion of social integration as one of the most challenging goals on the agenda of the Zionist institutions and the government of Israel. It tracks the role played by a Jewish public sphere formed in the Diaspora even before the 20th century and to confirm the continuity between that history and formation, the article then examines later stages of the process through interviews with media and public relations practitioners who were involved in campaigns that took place after the establishment of the State of Israel. Finally, it offers lessons for social integration projects elsewhere in the world.     

In search of career satisfaction: African-American public relations practitioners, pigeonholing, and the workplace

The goals of the research were to explore African-American practitioners’ satisfaction with public relations as a career and to examine their perceptions of tokenism and pigeonholing in the workplace. Three key themes emerged from the research: career entry and social support in public relations; encounters with everyday racism; and pigeonholing in public relations. For the majority of 12 African-American practitioners interviewed, they have experienced discrimination in their careers and in public relations, yet the practitioners did not see themselves as pigeonholed in their roles or positions. The complete study can be requested from the author.     

Commercial speech,protected speech,and political public relations

Political public relations play an unique role in American democracy because it occupies a dual role of providing both political and commercial speech. However, using analysis of the First amendment, public relations have increasingly been identified as commercial speech which receives limited protection under the U.S. Constitution. This study traces the evolution of the legal framework in which political PR has become associated with commercial speech, and how this association has made Constitutional analysis of political PR more complex. Implications for public relations practitioners and PR's role in democracy are discussed.     

Development of professional roles in the practice of public relations in Chile

Using survey responses of 577 public relation practitioners, this article examines role conceptions in Chilean public relations, as well as the effects that different individual and organizational factors have on their professional worldviews. The results show that how Chilean practitioners perceive their roles can be grouped into four different types: the long-term strategic, the short-term technical, the passive-complaisant, and the active-vigilant. In general terms, Chilean public relations practitioners distance themselves from the passive-complaisant role, giving greater importance to the other three. The findings also reveal that gender, education level, job commitment, perceived autonomy, organization type, and geographical location are the factors that better predict Chilean PR professional roles, while hierarchy level and organization's reach do not directly affect their perceptions.     

The President's listening post: Nixon's failed experiment in government public relations

At the beginning of his first term, President Nixon engaged in an experiment to institutionalize and regularize a new channel for citizens to convey their views and ideas to the White House. He called it a President's Listening Post. The first one opened in Philadelphia to much hoopla and hopes in October 1969. Quickly, however, it became clear that the mechanism was not working as hoped. Trying to avoid political embarrassment, it was quietly shut down in early 1971. This article recounts the largely unknown experiment by the Nixon White House in presidential public relations.     

Cultural perceptions of public relations gender roles in Romania

This study examines attitudes about gender roles and their implications for public relations practice in Romania. Results reveal Romanians still hold traditional views, but women held a more liberal view of their role in society and in the workplace. The study supports that history and socio-cultural values are important factors in understanding the context in which attitudes about workplace roles are formed, which can increase understanding of public relations in transitional countries in Europe.