A Provisional Conceptual Framework for Intentional Positioning in Public Relations

Positioning within public relations is a concept not often addressed in public relations literature. This article reports on the progress of a project that aims to develop a way in which positioning could be usefully conceptualized within public relations. It suggests a conceptual framework that takes positioning beyond the marketing definitions that have limited use in the broader public relations field. The article reports on the development of a provisional conceptual framework for intentional positioning within a public relations context. Drawing from recent developments in positioning theory in the field of psychology, a framework was developed and applied to 57 award winning public relations campaign entries. Findings reveal that the positioning framework has the potential to be applied both as an heuristic to aid analysis of practice and also as a framework to aid practitioners in designing positioning strategies. Possibilities for further research are discussed.     

Selling your soul to the devil: an autoethnography of pain, pleasure and the quest for a child

In this article I present an autoethnography in the form of a quest narrative linked as a self‐reflexive text to my continuing research of children and adults with spina bifida. My story centers on the themes of chronic illness, pain and sexuality, highlighting gaps in the literature related to these topics. I narrate my story as a manifesto for women with physical impairments to break their silence and talk about their sexuality. I recommend autoethnography as a method of understanding disability as embodied.

Faustus:?Now tell me, what says Lucifer thy lord?     

Two’s company,three’s a crowd: disabled people,their carers and their partners

In this analytical autoethnography, I share some of my complex relational experiences between my partner with a severe physical disability, his carers and myself. The article explores the benefits of care and carers, the physical and emotional costs of carers and some of the general considerations taken in this triad relationship. I share some of my relational experiences with an audience who might not normally encounter or have thought about the dynamic relationships between this triad. It is hoped that this will stimulate an interest to open dialogue, offer support and provide an insight into the lives of some relationships.     

When the Lord builds the house: An autoethnographic account of working in an evangelical for-profit organizational culture

Religion is often perceived as a private topic, thus belonging outside the traditional conceptualization of a work environment. However, religion is a pervasive organizing framework and an understanding of its role in the workplace is needed from a communicative perspective. In the following autoethnography, I describe my experience working for a Christian for-profit homebuilder – starting with new employee orientation and moving through my final day at Local Homes. I focus on instances where tension emerges between expectations and reality as I learn about and interact within the overtly evangelical Christian organizational culture. The tension is illustrated through four vignettes that correspond to the traditional phases of socialization. Through writing this autoethnographic account, I attempt to move beyond my personal experience and situate my story within larger disciplinary and societal conversations about the socialization process in a religious organization. With this goal in mind, I conclude with methodological and theoretical implications.     

How not to become a museum piece

In this essay I want to address two question marks which arose during my reading of Michael Burawoy's inspiring piece. First, sharing his spirit of recreating the sociological enlightenment by differentiating between different types of public sociologies, I do not share his optimism that sociology can easily become an integral part of public discourse and practice. Second, I don't think that mainstream sociology is really prepared for this adventure. My argument points in the opposite direction: all the different forms of public and non-public sociology are in danger of becoming museum pieces. Thus, sociology not only needs a public voice, it also needs to be reinvented first--in order to have a public voice at all!     

Much Ado About Nothing?

We can only welcome the discourse that has been initiated in our professional community with the concept of public sociology in the focus. Undoubtedly, Michael Burawoy has indisputable merits in fuelling this international dialogue. I find, however, that his position and conceptual framework is debatable at several points, therefore my review is on the side of those who criticize his ideas. My paper is divided into three parts: in keeping with the idea that the drop mirrors the ocean, I will start with the detailed critique of a single paragraph—the one which makes comments on his table entitled Types of sociological knowledge. It will be argued that by switching his viewpoints and using vaguely defined notions without empirical evidences he often tackles his subject inconsistently. Secondly, I intend to offer an alternative, three-dimensional conceptual model in which the social scientist’s prestige, influence and position on the action chain is taken into account as the main analytical aspects of the relationship between her/him and the public. Finally, based on this model, I propose to identify some strategies in order to find a better balance between the public and professional activity of social scientists.     

How Family Therapy Stole My Interiority and Was Then Rescued by Open Dialogue

This paper serves as a naive autoethnography, based on the effect of open dialogue training on my practice as a systemic family therapist. It follows a beginner's attempt at a newly recognised form of writing, one that reflects the messy, emergent links between people, voices, experiences, sensations, memories, theories, objects, friends, and other entities, one that is also, however, actually in my head and body and real, territorialised in place, cities, streets, and rooms. It is an autoethnography in that it serves as a narrated introspection, built on a barometric research machine that will be described.     

Strategic leadership in public relations: An integrated conceptual framework

Although scholars have recognized the importance for public relations executives demonstrating strategic leadership in facilitating effective public relations practice, few have attempted to explain the multi-faceted nature of the leadership construct. In this paper, the author proposes an integrated conceptual framework to explain the leadership construct and its key dimensions. In addition, the author also proposes that leadership effectiveness can be mediated by a core set of organizational structure and culture as well as the social culture within which the organization operates. The paper also offers suggestions for future research to better understand how leadership influences public relations effectiveness.     

The ‘affective security curriculum’: breeding JBs through the marriage of the academic and the jingoistic

How does the US recruit its citizen spies used to maintain and proliferate coercive power? I use an interdisciplinary approach and a framework of affect theory to argue that there is an ‘affective security curriculum’ (ASC) that assists in explaining the tendencies towards jingoism used in the recruitment and indoctrination of students – as future security workers – in certain academic disciplines. The ASC is precisely the phenomenon that works to construct this expert class and is produced by order words, the most crucial of which is ‘terrorism’, as well as larger cultural norms linked to neoliberalism that have achieved near total dominance since the 1980s. The ASC works by intensifying the (in)ability to act for those in its domain. The necessity of linguistically proficient security workers to the US’ hegemonic project makes this a question of considerable political importance. The ASC is a different approach to answering questions of how US hegemony is maintained. Whereas positivist research agendas, such as content analysis, and postpositivist approaches, such as critical discourse analysis, certainly have their uses (and to which my notion of ASC is indebted), paradigms such as these fail to focus on the engendering processes at work vis-à-vis the expert class, without which the discursive frames such methodologies analyse would simply dissipate. My overarching purpose in this paper is to develop the concept of the ASC, its quiddity, and to present at least an incipient methodology for analysing its critical duties. As my primary intent is to introduce and conceptualize the theoretical framework of the affective security curriculum, the applied segment of this endeavour will be relatively brief – and is designed as a primer for further research.     

Gender-as-Knowledge and AIDS in Africa: A Cautionary Tale

This article is based on my experience with translating research about AIDS, masculinity and risk in Malawi into the public sphere. My work was misinterpreted as demonstrating that African men want to get AIDS because they think it reaffirms their masculinity. I use the concept of gender-as-knowledge to organize my analysis of this response. I argue that media representations of AIDS in 21st century Africa are filtered through a centuries-old prism of racialized gender knowledge, in which African men are presumed to be irrational, sexually voracious, and uninhibited. This article concludes with cautions about the complexities of translating social research into the public sphere.     

Rock Creek History1

This is an experimental, mixed‐genre narrative, combining autoethnography with other evocative writing forms, including narratives of the self. Using the techniques of fiction, I tell a story about myself and my experiences with nature, the sacred, and a small Montana river named Rock Creek. Kittridge asks for narratives that embed the self in storied histories of sacred spaces. These stories chart the outlines of an epistemology that stresses the sacredness of human life and its relationship to nature. Accordingly, this performance‐based project attempts to enact a sacred epistemology and a form of writing that honors our relationship to nature and the natural world.     

Postcard from the Steppes: a snapshot of public relations and culture in Kazakhstan

This article offers one look at the current state of public relations in Kazakhstan. No studies have yet examined public relations practice in Kazakhstan or in Central Asia. The model used as the analytical framework for the study is borrowed from British cultural studies and called “the circuit of culture.” This model advances our understanding of the relationship among culture and meaning, culture and communication, and of course, culture and public relations. More specifically, this analysis illustrates how public relations produces, negotiates and even manages cultural meaning, as exemplified in Kazakhstan. The study finds that the language of money is the primary symbolic representation of public relations in Kazakhstan.     

European Communication Monitor: Current developments,issues and tendencies of the professional practice of public relations in Europe

The European Communication Monitor (ECM) research explores the current developments for communications disciplines, practices and instruments. It is an extensive research project to monitor trends in communication management, analyse the changing framework for the profession driven by European integration and evaluate specific topics of relevance to public relations practice. Specifically, the 2008 ECM edition is focused on aspects such as: strategy and control, interactive channels, corporate social responsibility, intercultural challenges, influence on management decision making, cooperation with agencies, and future budgets.     

Transforming the city: The potential for urban ethnographies of PR: The case of Latin America

Framed within García Canclini's concept of cultural hybridity, this paper will argue that “the city” and, consequently, the field of urban anthropology, offers great potential for the study of public relations and its audiences. Urbanisation will be one of the twenty-first century's biggest drivers of global economic growth (Dobbs et al., 2011) and public relations efforts will need to adapt to reflect the shifting urban environment. We will propose that cities provide opportunities for exploring the meanings, confines and possibilities of public relations as a socio-cultural practice. We will consider how ethnographically-inspired research can help us to further understand how public relations is understood and practised, both formally and informally, in large metropolitan cities and how public relations is influenced by, and can contribute to, urban cultural life. We will propose an ethnographic framework for research to explore the phenomenology of everyday lived experiences of public relations (PR) in relation to the complexity of the global processes which shape today's cities and the PR practices which take place within them. To contextualise our proposed research framework, we will draw on two particular cases from our own work: one of a project now completed in Mexico City, Mexico, and the other, a project in progress, in Lima, Peru.     

Speaking From the Pained Place: Engaging With Frank Dattilio

It was with interest that I accepted the invitation to provide a brief response to Frank Dattilio's article on cognitive restructuring in couples therapy. My reading of the article initially was as a practitioner in couples work for the last 28 years, and who is always curious about what can be helpful with couples. However, I also bring to my reading an understanding of couples work using the framework of the Emotionally Focused Therapy perspective.     

Conceptualizing ethical knowledge and knowledge transfer in public relations

In a survey with 350 public relation practitioners, this study examined practitioners’ conceptualizations of ethical knowledge and ethical training through a knowledge management framework. The findings show that practitioners characterized ethical knowledge as a form of tacit knowledge that is personal in nature. However, ethical knowledge in public relations is tacit only to the extent that it is a personal body of knowledge grounded in individual actions and experiences. As a professional construct, ethical knowledge in public relations is explicit in that it is a tangible form of knowledge that could be communicated and shared in the workplace.     

Othering the ‘leaky body’. An autoethnographic story about expressing breast milk in the workplace

In this paper, I present an autoethnographic story about my experiences of expressing breast milk at a Dutch university department. My story illustrates how interrelated and conflicting discourses about gender, motherhood, breastfeeding, embodiment and professionalism raised issues about (in)visibility, embodied control, spatiality and discipline of my body and shaped my experience as a newly maternal employee. This paper thus aims to include bodies and embodied experiences in organization studies and highlights the need to consider spatiality as an important topic of research. I address these issues in my writing and use insights from feminist poststructuralism to show how the experiences I describe are part of a larger cultural framework of power structures that produce the ‘leaky’ maternal body as the Other, subject to (self-)discipline and marginalization. I hope my story inspires reflexivity and empathic understanding of the complex reality of experiences related to expressing breast milk in the workplace.     

From “Swinging Hard” to “Rocking Out”: Classification of Style and the Creation of Identity in the World of Drumming

This article takes a social constructionist approach to the study of a seldom considered subculture—the “world” of drumming. I describe this subculture from both the “etic” and “emic” perspectives, showing how drummers and drumming are perceived and experienced by the musicians themselves (insiders) as well as the “outside” public. The main focus is on the drummers' intersubjective “mental maps” of their world, specifically exploring how they create musical and personal identities by adhering to a rigid classification scheme surrounding “styles” of drumming. I demonstrate how drummers use drumming equipment, personal appearance, education, and “purist” attitudes to separate styles of drumming and to construct distinct social selves. Of special interest is how drummers are cognitively socialized into “thought communities” which teach and reinforce attitudinal and behavioral norms. I conclude with a discussion of the possibilities of applying my analytical framework to other worlds of music and art, as well as some forms of occupational and avocational specialization.     

Relationships as organizational resources: Examining public relations impact through its connection with organizational strategies

This study empirically examined the oft-ignored link between public relations and strategy by incorporating the resource-based view (RBV) from management literature. Thirty-three interviews with public relations managers and strategy managers in China were conducted to explore relationships as organizational resources and their contribution to strategy implementation. Within the major theoretical framework, this study found that relationships possessed these key features for resources that could lead to competitive advantages: valuable, rare, difficult to imitate, and hard to be substituted. Relationships contributed to strategy implementation in general and were used also to achieve a fit with different strategies.     

Everett Cherrington Hughes: Sociologist and mentor sui generis

This article recalls the illuminating insights Professor Hughes shared and the gratitude with which I have applied them in my teaching and research. My curiosity about, and respect for the Chicago School, and Everett Hughes, one of its most noted students, shaped much of my sociological career.