Good works well publicized? Understanding L. Ron Hubbard’s interpretation of Effective Public Relations

Scientology’s public relations function is based on research and writing by L. Ron Hubbard, who studied public relations and drafted documents directing Church communication strategies. Hubbard annotated the textbook Effective Public Relations, which was reprinted for Church practitioners. Textual analysis shows Hubbard was particularly interested in redefining key concepts, emphasizing interpersonal communication strategies, and selectively adopting media relations strategies. The findings suggest that he used the annotations to appropriate the text and position himself as a communications expert. Evidence suggests Church communication practitioners continue to follow Hubbard’s recommendations.     

Making a Case for Religious Freedom: The Church of Scientology Responds to Claims Made in an Unauthorized Biography of Tom Cruise

This article examines a 14-page statement released by the Church of Scientology in response to author Andrew Morton’s unauthorized biography of Tom Cruise, one of Scientology’s most notable celebrity adherents. Placing this situation within the larger context of media coverage of new religious movements, the study uses a modified version of Burke’s (1973) “cluster-agon” analysis to show how the Scientology statement attempts to define the church’s legitimacy in opposition to what they portray as baseless character defamation by a journalist of questionable credibility. Analysis of the statement also reveals an interesting attempt by the Church of Scientology to access shared cultural symbols by portraying itself as a persecuted religion seeking sanctuary in the American tradition of religious freedom.     

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.     

Who Do You Say That I Am? A History of How Religion Communicators Have Often Avoided “Public Relations”

ABSTRACT

This article argues that Religion Communicators Council members have historically avoided identification with public relations—especially practices associated with Edward Bernays. Council members appear to consider Bernays’ research-based approach evil and manipulative. Instead, religion communicators follow in Ivy Lee's footsteps. The one-time journalist promised to provide honest, accurate news about his clients, not advertising. Comments in council documents have shown that since 1929 members describe themselves more as technicians and in-house journalists who provide news about their organizations than as management-level public relations counsels. These comments reflect Lee's 1905 Declaration of Principles and a public-information approach to public relations.     

Men of the Flesh: The Evaluation and Treatment of Sexually Abusing Priests

The Roman Catholic Church in the United States is experiencing a financial, psychological, public relations, theological, and spiritual crisis over priests who sexually abused minors or acted out sexually in a variety of ways and members of the church hierarchy who covered up their crimes in order to prevent scandal. In this chapter I discuss the problems of sexuality among errant clergy through my work at The Institute of Living, Hartford Hospital's Mental Health Network.

I argue that if change is to take place in the Roman Catholic Church, it must be systemic and Catholic moral theology needs to develop a more developmentally and scientifically sound narrative of human sexuality for parishioners and clergy.     

Weathering the storm: Hauser's Vernacular Voices,public relations and the Roman Catholic Church's sexual abuse scandal

Since 2002, the Roman Catholic sexual abuse scandal has had disastrous and far-reaching effects on both the church's ability to interact with its internal publics and its ability to pursue its public agenda. This paper blends the author's experience as a public relations practitioner in the Roman Catholic Church with Gerard Hauser's theory of publics and public spheres articulated in Vernacular Voices: The Rhetoric of Publics and Public Spheres to discover how organizations could improve their responses to crises.     

Queering PR: Directions in theory and research for public relations scholarship

ABSTRACT

This article presents an historical overview of queer activism and inquiry, advocating for queer theorizing in public relations, and outlining future directions for theory building. It proposes making public relations theory queer (challenging the heterosexist foundations and presumptions that constitute theory in public relations) and queering public relations theory (challenging the discomfort in theorizing sexuality and gender identity). This article is intended to be provocative and to serve as a disruption to contemporary public relations theory; it is a cry for radical rethinking of how we come to identify, define, and understand the discipline.     

Public relations in Ghana: Work-related cultural values and public relations models

This study explores cultural influences on public relations practices in Ghana. This survey research brief reports data collected from Ghanaian public relations practitioners (n = 64) and describes work-related cultural values as well as the practices of public relations models in Ghana. The result reveals that Ghanaian public professionals tend to utilize international public relations and two-way communication models. The study extends knowledge of international public relations in African cultures.     

In search of message design best practices: The Silver Anvil Award winners archive

We investigated specific award-winning public relations efforts to derive best practices that bridge industry practices with academic research and pedagogy. The data for this project were the winning entries for the annual Public Relations Society of America's (PRSA) Silver Anvil Award, which is considered the top award recognizing excellence in public relations. We found, however, that the archive of award winners does not provide sufficiently definitive information about what defines any public relations discourse genre or why any genre as used is “excellent.” This archival research provides us with a key rationale for employing rhetorical, narrative, and linguistic theories prospectively to guide public relations message design and planning, theories which hitherto have been used to judge campaigns post hoc or retrospectively.     

Building theory in public relations: Interorganizational relationships as a public relations paradigm

ABSTRACT

This article suggests that agreement on a paradigm focus for public relations scholarship would greatly enhance the probability of productive theory development. The author argues, influenced by Thomas Kuhn, that until those who call themselves public relations scholars come to agreement on the focus of public relations research and theory development, there may be much activity we call research in public relations, but there will not be much theory development.     

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.     

Violence in the Black Church

Abstract

Violence in the Black Church is an issue that is frequently discussed in quiet corners, mainly among church devotees. This article argues that the Black Church is the backbone of the Black community. Moreover, if it becomes secularized, and ensnared with disruptive factionalism, its role may be significantly diminished. Faith-based programs, school vouchers, the role of women in the church, and ministerial behaviors are among the structural issues giving rise to violence in the Black Church. The paper draws on many sources of data, and is interpreted within the theoretical framework of a systems perspective.     

Predicting Indonesian Journalists' Use of Public Relations-Generated News Material

Abstract

The news media are the main channel for public relations practitioners to get messages across to their publics. In recent years, little research was conducted on predicting journalists' use of public relations news material. As the largest Southeast Asian and the world's most populous Muslim nation, Indonesia presents a complex media and public relations environment. This study found fundamental tenets in journalism, however, which remain the most important factors in predicting the use and acceptance of public relations-generated news materials. At the same time, however, business interests have highly significant effect on journalists. Informal relations can also influence their use.     

Irresponsible Engagement and the Citizen Investor

The study investigates how shareholders are constructed and engaged with through public relations in the Australian financial sector. The web sites and annual and sustainability reports of major Australian companies and investment funds were examined through qualitative content analysis. Findings indicate that a hierarchical distinction exists within the discrete but amorphous stakeholder group known as shareholders, where privilege and disadvantage exist alongside disparate levels of power and agency. This is perpetuated by and through irresponsible public relations, which constructs a discourse of ownership that excludes citizens as legitimate stakeholders limiting their capacity to influence more ethical corporate decisions and practices. Recommendations are offered for how public relations might engage shareholders more responsibly.     

Participative public relations: Power to the people or legitimacy for government discourse?

This article adopts a Foucauldian lens to critique public relations practices that engage stakeholders in participative processes with predetermined outcomes. It contests the popular notion that the role of public relations is to minimize or diffuse conflict, arguing that such efforts are in fact manifestations of power designed to legitimate the discourses, power and positions of the dominant coalition. The analysis concentrates on attempts to transform a national economic discourse at the Catching the Knowledge Wave Conference, held in New Zealand. It illustrates how a government–university alliance deployed public relations to gain legitimacy for economic change with the business community and more generally, New Zealand citizens.     

Fulfilling the dialogic promise: A ten-year reflective survey on dialogic Internet principles

A decade ago, using the dialogic theory of public relations as the theoretical framework, Kent and Taylor [Kent, M. L., & Taylor, M. (1998). Building a dialogic relationship through the World Wide Web. Public Relations Review, 24, 321–340; Kent, M. L., & Taylor, M. (2002). Toward a dialogic theory of public relations. Public Relations Review, 28, 21–37] provided a strategic framework to facilitate relationships with publics though the World Wide Web. Based on a review of research exploring Web-based public relations practices drawing on Kent and Taylor's theoretical framework, this essay offers a ten-year reflective survey on past, current, and future directions of Kent and Taylor's Internet principles, as they relate to the dialogic theory of public relations.     

Toward Public Relations Theory-Based Study of Public Diplomacy: Testing the Applicability of the Excellence Study

This study tested the applicability of the Excellence Study (L. A. Grunig, J. E. Grunig, & Dozier, 2002) to developing the study of public diplomacy to respond to Signitzer and Coombs's (1992) call for empirical research to "delineate and test" (p. 145) transferable public relations theories and to rigorously examine conceptual convergence between both spheres. This study delineated underdeveloped conceptions of public diplomacy practices and excellence in public diplomacy as a gap preventing theory building for both practices and excellence. It proposed the conceptual frameworks for public relations behavior and excellence in public relations in the Excellence Study to be applicable to developing the underdeveloped conceptions. In testing the applicability, this study examined the fits of 2 measurement models of public relations behavior and excellence in public relations developed from the conceptual frameworks of the Excellence Study. It tested the models with survey data on public diplomacy practices and management collected from 113 embassies in Washington, D.C. The findings showed that the conceptual and measurement frameworks of the Excellence Study are applicable: The 2 measurement models fit the public diplomacy data.     

The Profession: Comments from an Interactionist's Perspective

Abstract

The paper focuses on the structure and process of the public and private institutional regulation of race relations. This theoretical analysis posits that the public and private sectors are governed by public and private governments. The analysis reveals that the governance of race relations has shifted from the public to the private corporate bureaucracies. In that shift from the public to private governance, blacks continue to be discriminated against as a political class and for that reason they continue to make group claims and seek group remedies through enabling legislation and Affirmative Action programs.     

Social housing mediation: education path for social workers

ABSTRACT

Social mediation constitutes an alternative method to legal proceedings, providing effective support for the management and resolution of the most common types of conflicts between individuals, within families and among neighbours, as well as other types of disputes that can arise from interactions between people. Over the last 20 years, urban areas in Italy with high concentrations of public housing have gradually become zones of social disadvantage in which conflict is widespread, due to a number of different factors. On the local level, some municipalities have started promoting innovative initiatives, thanks in part to the sharing of successful practices, both nationally and internationally. This paper presents the methodology and results of an innovative intervention of social mediation in public housing contexts, carried out in a number of municipalities in the Marche Region with financing provided under two projects of the European Fund for the Integration of non-EU Immigrants. Particular attention is given to training courses for social workers, as well as to actions carried out in public housing neighbourhoods, together with the public housing tenants, in order to manage the various issues related to housing and to prevent and deal with conflicts by reinforcing relations between neighbours.