When giving means taking: Public relations,sponsorship, and morally marginal donors

It is generally considered a positive social action to form relationships of support between organizations and publics. In public relations terms, such connections can lead to beneficial outcomes for both the organization, in terms of reputation and attributions of social responsibility, and publics, in terms of the ability to meet their own goals through financial contributions. It is less easy to understand what happens when these relationships detract from society holistically. In this paper the Tattersall's organization, Australia's “largest” privately owned company, is used as an example. Tattersall's has a history of community involvement, sponsorship, and benevolence. However, its sole business is gambling, and hence vulnerable gamblers fund its charitable donations. This article uses the writings of Pierre Bourdieu to discuss ethical practice and professionalism as well as the dynamics of sponsorship dependence of vulnerable groups. It suggests that although an underused theorist on the edges of mainstream public relations theory, Bourdieu's ideas have much to contribute to our understanding of professional practice.     

Social Harmony Paradigms and Natural Selection: Darwin,Kropotkin, and the Metatheory of Mutual Aid

This article proposes the mutual aid theory of Charles Darwin and Peter Kropotkin as an engendering metatheory for social harmony paradigms within public relations, including communitarianism, excellence theory, and fully functioning society theory. It extends current research in public relations beyond Darwin's Origin of Species to include that author's later Descent of Man as well as the neglected works of Russian evolutionary biologist Peter Kropotkin. Drawing upon the research of those authors, the article presents evidence that the evolutionary processes of natural selection created the social instinct that provides both positive and normative status for the social harmony paradigms within public relations.     

Unmanaging public relations: Reclaiming complex practice in pursuit of global consent

Globalisation raises numerous problems for contemporary public relations theory. In a world where the geographic reach of organisations routinely spans cultures and nation states and where issues of culture, economics and politics are inseparably intertwined, the discipline of public relations has established a distance from the immediacy of the marketplace, failed to fully engage with discussions of culture. By taking a relentlessly managerialist approach, theorists have also failed to recognise the true complexity of public relations practice and this has marginalised aspects of practice that, though nebulous and intangible, are none the less real. This paper argues that attention needs to shift towards the complexities of practice, in order to recapture and theorise a distinctive occupational field with the aim of better understanding the relationship between universal humanising principles, on the one hand, and the purposive demands of capital, on the other; the attempt to theorise how public relations makes profitable sense in society. The paper was prompted by the author's reflections on auto-ethnographic research into the public relations field, part of an ongoing research project.     

A Postmodern Turn for Social Media Research: Theory and Research Directions for Public Relations Scholarship

The public relations literature on social media has focused primarily on how social media platforms can be leveraged to the advantage of organizations for relationship building and so-called dialogue with publics. Yet most research has positioned relationships in social media merely as opportunities for information exchange, perpetuating models of public relations grounded in systems theory that ignore power imbalances. Consequently, this article offers insights from postmodernist theories to first deconstruct existing research and then offer suggestions for future social media scholarship. The article argues that social media scholars have privileged dominant rational models of social engagement. Dissensus and disorder, according to Lyotard, may be as legitimate and more liberatory states of discourse for marginalized publics. Postmodern theories of language games and differential consciousness are also positioned as ways in which social media theory and practice may be advanced. The article thus complicates how relationships are theorized in contemporary scholarship and challenges both scholars and practitioners to rethink approaches to social media practice through a postmodern lens.     

Conserving complexity: A complex systems paradigm and framework to study public relations’ contribution to grand challenges

Sustainable development poses a grand challenge for society, addressed by organisations through their public relations activities. Grand challenges are complex by nature and call for nontrivial solutions whose effects show at the level of society. That is why studying public relations’ contribution to grand challenges requires a macro perspective that accounts for the dynamic interaction between individual, organisational, and system levels in a digital communication environment. This paper offers a new paradigm to analyse organisations’ significant and at times undue impact on grand challenges through public relations. It develops a framework inspired by complex adaptive systems thinking and adopts its ten properties for public relations: emergence, adaptivity, heterogeneous actors, nonlinear effects, feedback mechanisms, self-organisation, phase transitions, networks, scaling, and cooperation. The paper applies the framework to the example of sustainable development. It shows why research on grand challenges requires a holistic perspective and how it can help study digitally born communication phenomena. The proposed complex systems paradigm provides space for critical, social scientific, and interpretative research lines in public relations. Inquiries start from the grand challenge and study the communicative interactions between organisations and other actors from existing theory while accounting for the ten properties of complex adaptive systems. The paper outlines how future research can enrich the study of public relations and discusses its limits.     

Voluntary organisations and local government: lessons from a Danish case study

The purpose of this article is to analyse the changing relationships between local government and voluntary organisations in the decentralised Danish welfare state within the field of social policy. Here major changes in public discourse have brought voluntary organisations more to the forefront in a welfare state model whose distinct public character might be fading. However, little attention has been devoted to potential problems resulting from intensified co-operation. The article explores these issues using evidence from a case study of the links between public authorities and seven voluntary organisations in the city of Aalborg in northern Jutland. This case study raises the question of whether voluntary organisations, as argued in public debate, can generally be regarded as the antithesis of the bureaucratically and paternalistically organised public social services. Rather, they seem to be co-actors, actively constructing new paradigms and practices in social policy, that cannot be captured in conventional dichotomous models. This suggests that the public bureaucracy versus altruistic voluntary organisation, or distinctions usually made between professional and volunteer motives, may be of limited use. The author wishes to thank Per Selle for his helpful comments on earlier versions of this paper. Special thanks to Catharina J. Kristensen and Claus B. Olsen for their help with the English version.     

Beyond the Activist Ghetto: A Deductive Blockmodelling Approach to Understanding the Relationship between Contact with Environmental Organisations and Public Attitudes and Behaviour

Current research on the behavioural impacts of social movements tends to focus on their influence on those most intensely involved. Consequently it overlooks the impacts that social movement organisations might have on those outside the activist ghetto. To begin to address this gap in the literature, this article examines the relationship between contact with environmental organisations and public attitudes and behaviour. Monitoring the electricity use of 72 households has facilitated analysis of its association with their environmental attitudes and contact with environmental organisations. Although standard statistical approaches fail to uncover a relationship between contact with environmental organisations and attitudes and behaviour, a deductive blockmodelling approach tells a different story. Low household electricity use is associated with households sharing pro-environmental attitudes and contact with environmental organisations. High energy use is associated with households not sharing any of these; and moderate energy use is associated with a moderate degree of sharing. Our findings reveal the need for systematic studies of environmental movement organisations' impact on the public's pro-environmental behaviours.     

Imperializing spin cycles: A postcolonial look at public relations,greenwashing, and the separation of publics

This article draws on postcolonial theory to critique ongoing neocolonial aspects of public relations theory and practice and especially the field's recent appropriation of terms such as “corporate social responsibility” and “sustainable development.” It positions such appropriation as a continuation of the old colonial strategy of reputation management among elite publics at the expense of marginalized publics. The article makes the case that public relations can only begin to be ethical and socially responsible if it acknowledges the diversity of publics, breaks down the hierarchy of publics, and takes into account the resistance of peripheral publics.     

You Are What You Eat: Slow Food USA's Constitutive Public Relations

This article employs a constitutive, or meaning-generating, approach to investigate how the Slow Food USA social movement employs public relations to counter commercial food industry messages. It argues that Slow Food successfully employs the rhetorical public relations techniques of definition, identification through narrative building, and enactment to build relationships and attract broader support of the sustainable food movement, to translate its somewhat lofty messages to mainstream audiences, and to encourage supporters to live the Slow Food lifestyle. Examining Slow Food's public relations through a rhetorical approach expands theory and practice by answering the call to explore how noncorporate entities successfully use public relations techniques.     

Access to Philanthropic and Commercial Income Among Nonprofit Community Service Organisations

Governments depend on nonprofit, voluntary sector organisations to deliver social and community services, and public funding is the sector’s most important income source. However, in many countries, public funding for social services is becoming more limited, conditional and precarious, and governments are encouraging nonprofits to diversify their funding base, and shift their reliance to income from market activity and private donations. This article is concerned with access to philanthropic and commercial funding among nonprofits, and the factors affecting it. It firstly discusses an emerging policy agenda to promote private funding among nonprofit community service providers. Then, multivariate analysis of survey data from 521 Australian nonprofits shows which organisations access income from client fees, business activities, community fundraising, and philanthropic foundations. By exploring inequalities in the distribution of these main sources of private funding, the article helps identify the types of organisations that face challenges in establishing and sustaining streams of private income, and which are likely to require ongoing public support.     

Acts of resistance: the performance of women's grassroots protest in Peru

Creative approaches such as theatre are rarely addressed in analytic terms in the arena of grassroots political protest. In this article, is is argued that theatre can be an effective medium through which to engage with social change, and that theatrical protest articulates in a variety of intricate ways to achieve this. Two cases of political protest events which use theatre are examined, both performed by Peruvian grassroots women's organisations and set against a backdrop of the volatile period leading up to President Fujimori's dismissal in 2000. In a context of state authoritarianism, poverty and gendered inequality, four key aspects of the practice of performance contribute to political resistance. Firstly, the symbolic potency of making one's voice heard in public as an actively participating citizen promotes a process of ‘democratic discourse.’ Secondly, the reversals and inversions of public space and authority figures challenge established discourses of power relations. Thirdly, theatre as a ‘positive’ form of dissent provides a celebratory contrast to the ‘violence’ of traditional forms of protest. Finally, theatre contributes a space for ‘bearing witness’ to state oppression or corruption. This article demonstrates that in these crucial ways, theatrical grassroots protest is a potent tool through which marginalized sectors of civil society can engage in creative political dissent.     

Logic,language, and values of co-operation versus competition in the context of recreating sustainable community systems

The article highlights the paradox in the language, logic, and values of the larger social system vis-à-vis the market economy system. It observes that the language, logic, and values of co-operation have gradually undergone transformation over time and have been mainstreamed today to that of industrial production and organizations in a competitive market economic system. The article argues that the confusions and tensions today in the theory, practice, and policy for recreating sustainable systems essentially arise out of a lack of conceptual clarity and an inability to distinguish the values, logic, and language of competition from that of co-operation. Based on an action research project during 2008–2013 on developing transitional strategies for rebuilding a sustainable community system from within the existing competitive market economy system, the paper provides a way forward for restructuring the organizational design and institutional architecture on the principles of deep relationships, trust, and co-operation for long-term sustainability.     

Reviews

A multitude of influences have affected the development of social work education, one of the earliest of which was the settlement movement in British inner cities. This article explores the early impact of the settlements on social work education and presents the results of a survey of current settlements and their relationship with UK social work. Ideas from the settlement movement have continued to fertilise British social policy and community development practice but their numbers and influence have waned. In contrast, British social work and social services organisations exert a major influence on settlements both directly and indirectly. As part of the longest established sections of the voluntary sector within the UK, the settlement movement's survival may also offer suggestions about the organic development of welfare organisations which are of wider relevance in a rapidly changing social environment.     

A Human Nature Approach to Image and Ethics in International Public Relations

This article addresses the role of the concept of image in the ethics of international public relations. It argues that the right to construct mental images is fundamental to the human experience and that ethical international public relations can enhance this right. The article identifies two diametrically opposed approaches to image in public relations. The first view uses instrumental or "i images" in an attempt to manage publics by managing the organization's communication with them. This instrumental approach is essentially one-way and monological, which is inviting for many practitioners and clients. I images are usually unethical, however, because they reduce the public's chance to use symbols and images rationally and to make informed choices. The second approach uses "h images" for the humanitarian view of images. With this approach, practitioners and their clients use two-way dialogical communication and accept the ethical responsibility to enhance, not degrade, the humanity of all parties involved in public relationships. Dialogical communicators assume that their publics have as varied and valid interpretations of the world as do their clients. They assume that the goal of public relations is not reducing publics to the service of clients but joining with publics in the process of interpreting the world together. The h image approach is especially important in international public relations, which can be understood as the attempt of one culturally bound community to deal with the interpretations of another. Based on the humanitarian approach, the article proposes five tests that international public relations practice should pass to be ethical.     

Strategies for Preventing Neighborhood Violence: Toward Bringing Collective Efficacy into Social Work Practice

Neighborhood violence has profound effects on issues associated with social work practice, such as health, safety, and the positive development of children, youth, and families. This article brings together the literatures in criminology and public health that examine violence and social work's history in community practice to develop violence prevention strategies. One important concept from the criminology and public health literatures is collective efficacy, defined as neighbors having shared values, trust, and a willingness to intervene in neighborhood problems. By building on the community practice literature and studies from peacemaking criminology, the article provides examples of ways that collective efficacy can be built and implemented in low income neighborhoods. Strategies include awareness of collective efficacy, relationship building, bystander education, and restorative justice.     

A social capital approach to improving public relations’ efficacy: Diagnosing internal constraints on external communication

This article extends Heath's (2006) concept of fully functioning society theory (FFS) and argues that public relations can be used as a force to enhance collective social capital in communities. To serve this purpose, however, the effectiveness of an organization to serve its external publics is often dependent on the status and relationships the public relations function has developed within the organization. This paper provides a network analysis of a government agency in Jordan that illustrates the relationship between internal organizational social capital and the potential problems for establishing external relationships with publics. Implications for public relations research methods and theory are also discussed.     

Emotional intelligence and public relations: An empirical review

Since the 1990s, the concept of emotional intelligence has garnered growing popular and scholarly attention in the past several decades. Emotional intelligence is generally defined as one’s ability to recognize one’s own emotions, regulate them, recognize others’ emotions, and manage social relationships and is proposed to yield various desirable outcomes for organizations. This study provides a critical and comprehensive review of empirical studies on the role of emotional intelligence in various domains of public relations practice. Findings reveal that existing research has focused mostly on emotional intelligence as a competency vital to effective leadership and employee communication in organizations. Considerable research has also examined emotional intelligence as a necessity for effective crisis management and communication. This study calls for investigating the role of emotional intelligence in different areas of public relations such as media relations and community relations, for improved measurement and methodological pluralism in future research, for EI-based training for future public relations leaders, and for an EI model of professionalism in public relations education.     

Disrupting the ‘life-cycle’ of violence in social relations: recommendations for anti-trafficking interventions from an analysis of pathways out of sex work for women in Eastern India

This article argues for the need to change the ways in which anti-human trafficking (AT) non-government organisations (NGOs) and their interventions in India frame and address violence in sex work. The article asserts that AT NGOs need to move beyond their ideological allegiances and infuse their interventions with a better understanding of the lived realities of women who are coerced into sex work. This argument is based on an analysis of women's pathways out of sex work in Eastern India, which include both finding independent routes, and also reliance on AT interventions. The research suggests that AT interventions need to acknowledge the centrality of social relationships in women's lives and experiences of violence. Social relations influence women's entry into sex work, affect their experiences within it, and shape their pathways out of sex work.     

‘Coming Down to the Shop’: Trajectories of Hadhrami Women into Indonesian Public Realms

This article is concerned with the trajectories of Indonesian women of Hadhrami-Arab descent into public realms. It enquires how their agency has developed out of a particular diasporic tradition that has brought a gender order to colonial Indonesia characterised by a rigid division of public and domestic domains. In Indonesia, Hadhrami concepts of the public and domestic encountered local and governmental gender regimes and experienced considerable transformations in recent decades. The article shows how Hadhrami women coped with this dynamic and manifold field of gender relations and examines the expansion of their agency into Indonesian public realms paying particular attention to their economic activities, their public roles as skilled employees and professionals, and their engagement in the women's wings of Hadhrami-Islamic organisations. The article concludes that their deployment of particular Islamic discourses stressing piousness through the construction of a gendered hierarchy in the domestic but not in the public sphere underpins their agency in today's Indonesia which witnesses a general trend towards the appearance of self-consciously pious Muslim women.     

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.