Dialogues with entrepreneurs in China: How start-up companies cultivate relationships with strategic publics

This qualitative study examined relationship cultivation and public relations practices in start-up companies in Mainland China. Findings from 28 in-depth interviews with entrepreneurs in China¹ suggest that employees and customers are the most important strategic publics for start-ups, followed by investors, the media, and the government. Symmetrical relationship cultivation strategies suggested in previous literature apply to the start-up context in China with specific variations. New strategies such as vision and value communication, empowerment, authentic communication, and proactive reporting were identified for start-ups to build quality relationships with various strategic publics. Compared with large established corporations, start-ups have unique public relations purposes, needs, and scope of practice. Theoretical and practical implications are discussed.     

Beyond a dyadic approach to public diplomacy: Understanding relationships in multipolar world

This study advocates for a multipolar approach to public diplomacy within a public relations framework. This study applies semantic network analysis to understand Chinese public diplomacy efforts during the 2011 Libya crisis. Two theories, image building and relationship management, informed the analysis. Four important findings emerged from the analysis. First, the evidence suggests that the combination of image building and relationship management provides a comprehensive theoretical framework to understand public diplomacy communication efforts. Second, understanding triads of national relationships reveals nuances that cannot be captured by a dyadic approach to public diplomacy. Third, this study introduces a new method, semantic network analysis, to the research of public diplomacy, and reveals linguistic relationships and shared meaning manifested in the content of People's Daily newspaper coverage of the Libya crisis. Finally, the findings support the pervasiveness of multipolar thinking. Public diplomacy in general, and soft balancing specifically, is about positioning a nation in a wider context and strategically using relationships to accomplish foreign policy goals.     

PR in the ER: Managing internal organization–public relationships in a hospital emergency department

Focusing on a university-affiliated emergency department, this case study investigates the antecedents and outcomes of internal organization–public relationships as well as the cultivation strategies used to manage internal organization–public relationships (OPRs). The case study includes interviews with members of the emergency department's (ED) dominant coalition and focus groups with ED staff, as well as field observations in the ED itself. Findings illustrate that structural and policy antecedents acted as barriers to relationship maintenance, that a reliance on asymmetrical cultivation strategies culminated in poor internal OPRs, and that these poor relationships fostered negative attitudes, non-compliant behavior, and an arguably toxic organizational culture. Also, there was some evidence of symmetrical cultivation strategies (e.g., positivity and networking) fostering positive OPR perceptions among some employees. This case study can be used to guide best practices in internal public relations and answers the call for more research on public relations and health communication. Moreover, the current study suggests avenues for extending the relationship management perspective by considering organizational culture as a possible outcome of internal relationships.     

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 Internet,transparency, and government–public relationships in Seoul,South Korea

This study aimed to examine the relationships among public perceptions of the Internet for government-related information, the transparency of city government, and perceived government–public relationships (indicated by one's city-oriented pride). The responses of 689 residents of Seoul, South Korea, were analyzed and the results indicated that individuals perceive greater transparency of city government when they consider the Internet as a useful source of government information, which leads to a more favorable relationship with the city government.     

Agenda-Building role of state-owned media around the world: 2014 Hong Kong protest case

ABSTRACT

This study aimed to advance theoretical and practical knowledge of political public relations and mediated public diplomacy through analyzing the agenda-building relationships between state-owned media and foreign news coverage in 16 countries during the 2014 Hong Kong protest. The results indicated significant correlations of issues and stakeholders between the Chinese state-owned media and the English language media outlets of 16 foreign countries, thereby supporting the international agenda-building role of Chinese state-owned media. An exploratory analysis was conducted to test the role of intercultural or international relations variables in the agenda-building process.     

Managing national reputation and international relations in the global era: Public diplomacy revisited

The purpose of this paper is to review and re-examine the concept and practice of public diplomacy in light of the incredible pace of change in global politics and communication, and to discuss implications for future research. It first explains the significance of national reputation and its linkage to public diplomacy. It then surveys and assesses a broad range of literature on public diplomacy, characterized by three basic discourses: public diplomacy as policy-driven rather than relationship-based, the primacy of nation-state governments in the structure and process of public diplomacy, and an emphasis on mass media communication. The paper finally suggests and outlines further research efforts based on the existing literature and the evolving contexts.     

Advancing relationship management theory: Mapping the continuum of relationship types

Building on the literature of relationship management, this study explores the way organization type influences the nature of the organization–public relationship. Three types of organization–public relationship were examined (nonprofit organization–volunteer, retailer–consumer, and political party–member) and which were mapped to Hung's (2005) continuum of relationships, ranging from communal to exploitive. Four dimensions of the relationship were examined: trust, control mutuality, satisfaction, and commitment. Surveys were completed by 313 respondents to measure their relationships with all three organizational types. Significant differences were detected between organizations which were deemed high, medium and low in communality. Results provide insight into the role that communality plays in levels of relationship quality in the organization–public relationship.     

Dual modes of ‘Good will hunting’: Untangling the reputation and relationship correlations en route to foreign amity

The present study theorizes ways in which foreign publics’ different relationship building patterns are associated with the reputation of a host country and with the outcomes of those patterns, which yield positive behavioral intentions. The study first distinguished the reputational relationship group (i.e., those who lack firsthand experience with the host country) from the behavioral relationship group (i.e., those who have firsthand experience with the host country). Next, it further conceptualized and tested the structural paths that theoretically illustrate how reputation is built across these two different groups of foreign publics. Model testing results suggested that the two groups fit well with the respective models. The results imply that the puzzle of relationship’s and reputation’s causal influences on the formation of future behavior can be solved using differentiated communication strategies. An understanding of these two distinct processing models provides a new foundation for theory building in public relations and public diplomacy, as well as new ground for strategic relationship management with foreign publics.     

Turkey’s Twitter public diplomacy: Towards a “new” cult of personality

This study examined how Turkey uses social media as a tool for public diplomacy and how the state’s soft-power efforts have recently changed on the global stage. The researchers constructed a dataset of 2769 Twitter posts by the Turkish government’s most influential public diplomacy accounts. The analyses revealed that the focus of Turkey’s Twitter public diplomacy has become concentrated on the Middle East and North Africa (MENA) region and is thematically focused on the political values embodied by the Turkish president. The findings suggest that public diplomacy remains to be the diplomacy of the government, not of the public, and social media is used as just another tool for propaganda, not as a means of engagement with foreign publics. Further, the findings indicate the emergence of a “new” cult of personality in public diplomacy and point out the instrumental role of social media in changing the dynamics of leader-follower relationship. The study contributes to public relations theory and practice by advancing the burgeoning public diplomacy scholarship at the intersection of social media and relational approaches.     

The new PR of states: How nation branding practices affect the security function of public diplomacy

This paper investigates how the role of public relations practice in public diplomacy is undergoing a transformation as a consequence of the influence from nation branding. A case study of the Danish government's response to the so-called Cartoon Crisis illustrates how the threat from international terrorism to national security initially served as a catalyst for new public diplomacy initiatives. But as the initiatives were implemented within a framework of nation branding the focus on risk reduction became subjected to a marketing logic and a new focus on economic objectives took over. The paper points to a possible future status of public diplomacy under the influence of nation branding: Public diplomacy may maintain a function pertinent to national security but as this function is incapable of managing real risks it will only serve as auto-communication that legitimizes security policy towards a domestic audience. In the public diplomacy efforts towards transnational publics the link to national security will completely disappear whereby the public relations of states is transformed to the marketing of states.     

Types and dimensions of organization–public relationships in greater China

Public relations are the major force in the establishment of organization–public relationships (OPRs) in the United States and other countries. This study is a metaresearch that reports a meta-analysis of three studies on relationship management with publics in the greater China area, including mainland China and Hong Kong. A metaresearch is used to gain general and theoretical conclusions on a specific topic by synthesizing research results from similar studies [Grunig, J. E., Grunig, L. A., Sriramesh, K., Huang, Y. H., & Lyra, A. (1995). Models of public relations in an international setting. Journal of Public Relations Research, 7, 163–186]. The purpose of this study is to extend the concepts of relationship management to the Chinese context by investigating the types of relationships between organizations and the Chinese publics and other possible factors that affect the outcomes of the relationships. This article first provides a brief literature review on relationship management of public relations. It is followed by a report of the result analysis of the three studies in relation to OPR types and cultivation strategies. Finally, the research results, their implications, and future research directions will be discussed.     

Telling the American story to the world: The purpose of U.S. public diplomacy in historical perspective

This paper seeks to provide an historical reflection on the central purpose of U.S. public diplomacy through an examination of the manifest mandate of the three major institutional settings for such international communication programs, i.e., the Committee on Public Information, the Office of War Information, and the United States Information Agency, and to shed light on the current public diplomacy endeavor spearheaded by the Department of State. The review demonstrates that U.S. public diplomacy has been principally an ad hoc instrument of American foreign policy to meet wartime exigencies and has been underscored by the promotion of American values of democracy and freedom. Over the years, it has expanded to encompass multiple modes of engagement, while at the same time there has been constant tension concerning the role of public diplomacy as a strategic, policy function versus merely as a “mouthpiece” within the foreign affairs apparatus. All of these themes continue to reverberate in the contemporary practice of public diplomacy.     

Redefining sewardship: Examining how Fortune 100 organizations use stewardship with virtual stakeholders

Although Kelly's (2001) stewardship strategies have been discussed conceptually in public relations literature, they have not been examined through scholarly inquiry outside the fundraising realm despite repeated suggestions in relationship management literature. Through content analysis of the Fortune 100 organizations’ websites, this study examines how the four stewardship strategies are used by for-profit corporations. Results indicate that the current conceptualization of stewardship strategies for virtual behavior may be a better representation of relationship cultivation strategies than relying on the adaptation of interpersonal communication strategies to organizations.     

Public relations and health diplomacy

Authors have noted the convergence of public relations and public diplomacy, yet public relations scholars have ignored an important aspect of public diplomacy–health diplomacy. Health diplomacy involves activities that improve global health while strengthening relationships between the United States and peoples abroad. This article encourages greater public relations involvement in health diplomacy.     

Public diplomacy to promote Global Public Goods (GPG): Conceptual expansion, ethical grounds, and rhetoric

Traditional conceptualizations of public diplomacy stress three dimensions, namely image cultivation, advocacy of national interests, and promotion of mutual understanding. This research expands the scope of public diplomacy by adding an additional dimension, namely promotion of Global Public Goods (GPG). The research argues that creating and preserving GPG should be one of the functions of public diplomacy in an era when global warming and globalization of health become realities that dictate the entire humankind to meet the challenge in collective action. The research also explored the ethical grounds and rhetoric of the new dimension of public diplomacy.     

Communicated commitment and conversational voice: Abbreviated measures of communicative strategies for maintaining organization-public relationships

Guided by relationship theory, this study develops and tests abbreviated operational definitions of communicated commitment and conversational voice as communicative strategies in maintaining organization-public relationships (OPRs). Researchers first identified 25 relational maintenance items from 12 prior published studies. Then surveying three independent subsamples of an organization’s key public (N = 1,169), the distilled list revealed two univariate concepts measured with a total of 11 items. The shorter scales make the measurement and evaluation of communication online and real-world activities more accessible and manageable for practitioners and academics focused on organization-public relationships.     

Maximizing public relations with the organization–public relationship scale: Measuring a public's perception of an art museum

This study employed the organization–public relationship scale to measure member perceptions of an art museum. Analysis shows member perceptions of the museum–public relationship differentiated members likely to continue their membership from those likely to discontinue their membership with the museum. This study confirms the appropriateness of using the organization–public relationship scale with museums.     

Apps4Africa: A new State Department public diplomacy initiative

In 2010 the U.S. State Department funded an “Apps4Africa” contest to encourage development of socially conscious mobile applications for Africa. The initiative marked a significant departure from traditional public diplomacy efforts to expand diplomatic outreach beyond traditional government-to-government relationships. This case study analyses Apps4Africa to reveal its appropriateness as a model for future efforts and concludes Apps4Africa succeeded primarily because it responded to the changing dynamics of the 21st Century.