Public relations for peripheral places and their national media coverage patterns: The Israeli case

One of the ways to alter the negative image associated with peripheral locations and assist them in constructing a positive image in national media is by directing resources and maintaining a professional, skilled PR system. This article focuses on the relation between PR and coverage patterns in the press, and examines whether media coverage of locations with similar characteristics is influenced by the systematic use of PR. Israel provides a unique opportunity to examine this relation, due to the existence of three towns with extremely similar characteristics that during the time of this study differed only in their use of PR. Examining the relation between the use of PR and media coverage was accomplished using a variety of research methods, including quantitative and qualitative content analysis and in-depth interviews.     

Promoting online media relations: Public relations departments’ use of Internet in the UAE

This paper discusses the use of Internet by public relations departments in the United Arab Emirates, to reach their key publics online and to gather information and monitor data to perform their tasks and to promote and develop their relations with the news media. Findings of the study show that all 24 organizations have a homepage, but only two thirds of them are posting their publications on the net, and only one third are using electronic newspapers to monitor their coverage in the media and to gather news, data and information of importance for the various tasks they perform. Only three organizations out of 24 have an online newsroom, and only two have a virtual tour about the organization. None of the surveyed organizations’ Web site has a film or videos. Organizations in the United Arab Emirates still have a lot to do to take advantage fully and rationally of what interactive communication, Internet and online publications are offering for a better performance and more effective public relations.     

Public relations and globalization: Building a case for cultural competency in public relations education

Numerous studies of American news coverage of September 11, 2001, reported unsettling jingoistic and stereotyping tendencies in the stories. These findings are not surprising. Media critics have argued that news reflects “the interests of established political and economic elites” and is biased toward a “consensus of national values and ideology.”This paper explores how public relations educators in the U.S. and U.A.E. could take the lead in developing courses that explore the evolution of American and Middle Eastern cultures. It will analyze how adding cultural competency to the list of skills and competencies required in our educational programs presents an opportunity to educate a generation that will accept difference and value a global culture separate from national identity.     

"A whole stadium full": lesbian community at Women's National Basketball Association Games

Using qualitative interviews with lesbian, bisexual, and heterosexual female Women's National Basketball Association (WNBA) fans, I argue that the (perceived) large lesbian attendance at WNBA games enables the construction of a lesbian community by lesbian and bisexual fans in a site qualitatively different from traditional locations of lesbian community. Because the WNBA is not an explicitly lesbian or queer space, the process of speculating about which players, coaches, and fans are lesbians is a meaningful part of being a WNBA fan for many lesbian and bisexual fans. Fantasizing a large lesbian presence enables lesbian and bisexual fans to actively and interpretively create lesbian community at the games. The women socialize and connect with lesbian and bisexual women, construct lesbian ownership of WNBA games, and define WNBA games as a unique space that is different from lesbian bars and other traditional "gay-only" spaces.     

McDonald's Japan: A case study of effective public relations

This case study presents how McDonald's Japan improved its corporate image through food education as corporate social responsibility activity. Email interviews with a CSR representative and seven public school teachers who experienced the company's educational program reveal the company has successfully improved its corporate image, which may have contributed to its increased sales performance.     

Public relations activity in the new media in Israel 2012: Changing relationships

Technological developments bring with them perceptual changes that have forced public relations (PR) practitioners, who mediate between customers and consumers, to seek new ideas and directions. This research study examines the changes that have taken place in the work routines and tactics of PR practitioners in Israel, 2012 in light of the expanding use of the social media and the transition from traditional media usage to various combinations of traditional and new media activity. Changes in work routines and tactics were examined by means of quantitative content analysis, the internet visibility of 453 PR agencies in Israel and 23 interviews with PR personnel. The findings indicate the following: (1) the internet visibility of the PR agencies examined was low, and less than a quarter were active in the social platforms that were defined. (2) Differences were found between PR agencies active in the field of new media and those who implement traditional technologies regarding contact with clients, worker characteristics, means of conveying messages regarding clients, etc. (3) Specific tactics have been developed for implementing new media, such as responses over the net as part of crisis management and the use of a company blog to reinforce the client's brand. (4) The major reasons for not using the new media are fear of these innovations, established expertise in traditional media and a segment of customers that block attempts to implement new media. (5) The potential inherent in social media is not exploited by most Israeli PR agencies.     

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.     

Conglomeration among the top American public relations agencies: A case study

Conglomerates have been increasing in size to also include different media industries. Public relations has not been immune from conglomerate mergers. However, the inter-related economic and structural dimensions of public relations within a conglomerate are often undermined in the relevant literature. The existing literature shows lack of studies on these dimensions. This research investigates the degree of conglomeration among the top American PR agencies and the characteristics of these conglomerated agencies. Using industrial organization theory as the theoretical framework, the findings revealed that 24% of the leading public relations agencies in the United States are part of conglomerates. These agencies tend to be located in large metropolitan areas, have a relatively small number of employees and have considerable net fees. The study also found strong and positive statistical correlations between conglomerated PR agencies when compared to un-conglomerated in variables such as agency's location, primary service and net fees.     

A relational perspective on media relations strategies: The Chinese government's news conferences from 2001 to 2009

This study used the conceptual framework of organizational–public relationship cultivation strategies to quantitatively evaluate how the Chinese government's international media relationship cultivation strategies at news conferences changed from 2001 to 2009. It found that the Chinese government has begun to enhance its international media relations efforts but that there is room for further improvement.     

Instrumental versus bounded rationality: a comparison of Major League Baseball and the National Basketball Association

The professional team sports industry is characterized by an abundance of information, defined objectives, and clear consequences. Given these characteristics, researchers have generally assumed that economic actors follow the dictates of instrumental rationality. The purpose of this research is to present evidence that in professional baseball, where player statistics have historically been tabulated and utilized, information is employed efficiently. However, economic agents in professional basketball, where player statistics are less intuitive and not historically tabulated, fail to process information in a fashion consistent with the precepts of instrumental rationality.     

Identifying the best practices of media catching: A national survey of media relations practitioners

Web-based services, like Help-A-Reporter-Out (HARO), that allow journalists to send content requests to a multitude of public relations agents are becoming more popular among media relations practitioners. The purpose of this study is to examine how practitioners are using HARO and to measure success rates of media placements against the proposed best practices of “media catching”. An online survey (n = 110) was conducted of members of Public Relations Society of America who identified themselves as working in media relations. Analysis revealed five best practices that had a positive significant correlation to journalist response rates and placement success rates. The results also indicated what media outlets practitioners preferred to reply to using the HARO service. As more practitioners are integrating media catching services in their daily routine, it is important to ensure they are employing best practices in order to develop and maintain positive working relationships with journalists.     

Global activism and new media: A study of transnational NGOs’ online public relations

This study examines how transnational nongovernmental organizations make use of new media tools in their public relation activities and what factors influence their online public relations. A survey of communication representatives at 75 transnational NGOs based in the United States found that promoting the organization's image and fund-raising were the two most important functions of new media for the NGOs. Organizational capacity and main objective of the organization were significant predictors of NGOs’ new media use in their public relations. However, organizational efficiency and revenue did not significantly predict NGOs’ use of new media.     

Public relations and tourism: Fighting for the role of public relations in tourism

The objective of this paper is to demonstrate the importance of public relations work in the tourism industry and to defend its role for its practical application. The study is empirically based and adopts a case-study approach through qualitative methods. It reveals the development of public relations activities and the great need that exists for public relations theoretical framework within the tourism industry.     

Unique crisis response strategies in sports public relations: Rugby league and the case for diversion

Sport is a unique ‘product’ in that most of its messages and images are conveyed through media coverage rather than through advertising or sales campaigns. While the coverage is usually positive, media interest becomes more problematic in high profile scandals which can be very damaging. In this paper, we propose that the culture of elite men's sport and its interdependence with mass media creates a situation in which sports public relations personnel have access to crisis communication strategies not previously specified in the existing literature. Based on textual analysis of media coverage of an Australasian men's rugby league salary cap scandal, we argue that, in certain situations, a sports organisation may draw upon a crisis response strategy that we term diversion in order to successfully limit the damage to the organisation's reputation. In particular, we suggest that the often intense ‘relationship’ that fans have with players may allow team sports to focus attention on players (and fans) as innocent victims with the result that negative publicity for the sport overall is reduced.     

Anticipatory socialization in the use of social media in public relations: A content analysis of PRSA's Public Relations Tactics

This article examines one issue in how public relations students are socialized in their understanding of the value and power of social media in the practice of public relations. The public relations academic research about social media is explored, as well as the professional claims about the value of social media as a public relations tactic. The researchers conducted a content analysis of 1 year of Public Relations Tactics issues. The data are viewed through the theoretical frame of the socialization literature ( Jablin, 1987). The results suggest that claims of social media power far outweigh evidence of social media effectiveness as a communication tool. A disconnect exists between what authors of Public Relations Tactics pieces view as the potential for social media and the research findings about the effectiveness of social media. The final section of the article discusses the implications for public relations educators, professional associations, and practitioners as they consider social media tactics in public relations strategy.     

Public relations practice in the Arab World: A critical assessment

This article discusses the practice of public relations in the Arab World. It looks at the major problems it encounters such as misconceptions, confusion in tasks and prerogatives, lack of professional manpower, and the absence of a culture of democracy, transparency and public opinion. Public relations is still looked at as a tool for the organization to foster its image through public information, publicity and propaganda. Planning and research are badly missing mainly in public sector organizations. In spite of these drawbacks, public relations is the profession of the future in the Arab World. It is growing and expanding rapidly in all sectors of life. Arab countries need public relations to meet the challenges of democracy, public opinion, civil society and globalization.     

The race relations problematic in American sociology: A case study and critique

This article reports the results of an analysis of all racial and ethnic relations articles published in the American Journal of Sociology, the American Sociological Review, Social Forces, and Social Problems, from January 1969 through December 1995. The analysis identifies by journal: 1) major methodological orientation(s); 2) how the concepts of “race,” “ethnicity,” and racial and ethnic relations are operationalized, which is useful for examining tendencies toward, or against, reification; 3) substantive content—that is, what a sociology of racial and ethnic relations is; and 4) primary context—that is, are racial and ethnic relations treated as a substantive subdiscipline in their own right, or are they merely a topic of interest for other subdisciplines such as social psychology? In brief, although some differences exist between the journals, all four journals publish disproportionately racial and ethnic relations research that: 1) is highly quantitative as opposed to theoretical, conceptual, or sociohistorical; 2) reifies U.S. Census definitions of race and ethnicity as opposed to critically evaluating such definitions; 3) social psychologizes racial and ethnic relations, or subsumes such relations under stratification processes; and 4) subsumes the racial and ethnic relations problematic under subdiscipline rubrics other than a sociology of racial and ethnic relations. The conclusion discusses the implications of these findings; for example, by virtue of what they publish, these journals construct a paradigmatic frame that gives precedence to, or legitimizes, some views and excludes, or de-legitimizes others.