Government Social Responsibility in Public Diplomacy: Russia's strategic use of advertorials

The current study analyzes Russia's use of the advertorial as a tool of direct communication with readers of the Washington Post and The Times of India. The study introduces the concept of government social responsibility (GSR) and discusses its role in government to foreign citizen public diplomacy.     

Public relations’ place in corporate social responsibility: Practitioners define their role

Qualitative responses from 173 PR practitioners were used to analyze their roles and contribution to corporate social responsibility (CSR). Practitioners identified five roles for public relations in CSR—significant management, philanthropic, value-driven, communication, and none. PR professionals illustrated these roles by describing their contributions to social responsibility programs. They also expressed limitations to their ability to contribute to CSR programs.     

Russian public diplomacy in the 21st century: Structure,means and message

Many studies have focussed upon Western countries, such as the United States and members of the European Union, and how they engage with foreign publics. There is also an increasing amount of attention being paid to non-Western countries. The debate on soft power, for instance, shows that the concept is perceived and applied in a manner that differs from Nye's vision. This present article seeks to examine and analyse how and why the Russian state engages foreign publics with different communicational means and methods. Relations and approaches are much more pragmatic in the current situation, ideology seems to have been discarded. The current foreign policy concept gives context to positioning Russia, which not only gives Russia a certain role, but one that is set in relation to other international actors. Although, not all countries are treated the same, a different approach based upon a different set of assumptions produces a different understanding as to what programmes and means are needed. This produces a difference in approach between Western countries and those countries on the territory of the Former Soviet Union.     

Credibility of PR practitioners: The impact of professional journalism background on trustworthiness,expertness, and homophily evaluations

This study demonstrates that a professional journalism background contributes to the credibility evaluations of public relations practitioners in regards to expertness and the capability to meet journalistic values and expectations. However, having a professional journalism background does not necessarily render public relations practitioners any more trustworthy than not having such credentials.     

University teachers’ perceptions and evaluations of ethics instruction in the public relations curriculum

This study examined the present state of teaching ethics in university public relations departments in the U.S. and abroad. The results of this online survey indicated that PR teachers (N = 249) perceived ethics instruction in PR education to be essential, and they believed in a close tie between general morality and professional ethics. However, the results also showed that the higher the participants’ academic rank, the less favorable attitude they held toward the value of ethics education to students.     

俄罗斯与伊斯兰会议组织的交往与合作

伊斯兰会议组织(OIC)是伊斯兰国家政府间国际政治组织,其目的是发展伊斯兰国家间的合作,其中包括统一各国在国际政治舞台上的立场。俄罗斯不是伊斯兰国家,也不是伊斯兰会议组织成员国,但这并不妨碍双方的交往与合作并成为观察员国。俄罗斯近年与伊斯兰会议组织交往十分密切,合作领域非常广泛,这有其深刻的国际国内原因和安全利益考量。     

Besting the West: Russia's Machiavella Strategy

'Besting the West' applies the concept of a 'gender game and strategy' to an analysis of the changing Russian response to NATO expansion from the end of the Cold War through the signing of the NATO-Russia Founding Act in May 1997. The article is divided into three sections. The first explores the concept of a gender game, and analyses the feminized gendering of Russia within the post-Cold War Russian press. The second examines a strategy and tactics of 'besting', traditionally used by persons or groups who occupy a subordinate position in a hierarchy and therefore 'play with a losing hand'. Assumptions about power underlying this 'Machiavella' strategy are contrasted briefly with those of Machiavelli, one of the symbols of a masculine realpolitik. The third section traces the development of Russia's post-Cold War relationship to the West in three stages: Roughly through 1993, Russia was servile to and dependent on the West; in 1994 'she' overcompensated for this weakness by becoming 'tough', which only increased her isolation; finally, after Primakov became Foreign Minister in 1996, Russia began to 'best' the West, that is, to act rather than react in an attempt to change the game so that her interests would be taken into account against the background of NATO enlargement.     

Russia's social upper class: from ostentation to culturedness

This article discusses examples of strategies employed by representatives of Russia's new social upper class to acquire social distinction. By the late 2000s many of the upper‐class Russians included in this study distanced themselves from the conspicuous ostentation ascribed to the brutish 1990s. Instead, they strove to gain legitimacy for their social position by no longer aggressively displaying their wealth, but instead elaborating more refined and individualized tastes and manners and reviving a more cultured image and self‐image. These changes found their expression in various modes of social distinction ranging from external signs, such as fashion and cars, to ostentation vicariously exercised through the people these upper‐class Russians surrounded themselves with. The article will trace these interviewees' strategies for distinction in the late 2000s by discussing tastes in lifestyle and consumption as well as adornment through sartorial signs and through vicarious ostentation, as exemplified by their choice of female company. Changing attitudes towards vehicles and modes of transport, with special regards to the Moscow Metro, will serve as a further illustration of modes of distinction. Crucial for this discussion is the role of the Russian/Soviet intelligentsia, both for vicarious status assertion and elite distinction anchored in the interviewees' social backgrounds.     

Comparing professional identities, attitudes, and views in public communication: A study of Chilean journalists and public relations practitioners

Public relations (PR) practitioners’ and journalists’ professional views and attitudes toward each other have been a subject of academic inquiry during the past decades; however, much of this research has focused on Europe and North America. In other regions of the world, for example in Latin America, historical developments and social understandings have led to slightly different conceptualizations of PR and journalism. Using Chile as a case study, this paper reports the results of an examination of Chilean journalists’ and PR practitioners’ professional conceptions. While both groups tend to have somewhat similar views of media relations and see themselves as part of the same profession, there are also important differences which are most likely based on professional socialization processes rather than educational backgrounds or sociodemographic and work related variables. Implications for contextually grounded approaches to the study of PR and journalism are highlighted.     

Collaboration and conflict between agencies and clients

Public relations agencies are an important part of the public relations industry, but their relations with client organizations are rarely studied. There is more literature and studies in agency-client relations in advertising than in public relations. This paper reviews literature and reports results of an empirical study into perceptions of public relations agencies and their clients on the reasons for their cooperation and sources of conflict between them. Results show that agencies misperceive reasons for which they are hired and the sources of conflict in the relationship. The paper offers several suggestions about how to tackle the problem: notwithstanding rebranding into consultancies and firms, public relations agencies-client relations should be studied as a particular example of a broader family of agency-client relations. Also agencies should study and strategically manage relations with their clients, while being realistic about client organization’s needs – sometimes they just need additional arms and legs.     

Public relations supervisors and Millennial entry-level practitioners rate entry-level job skills and professional characteristics

An online survey was administered to 109 Millennial entry-level public relations employees and 56 supervisors regarding entry-level job skills and professional characteristics. The Millennial entry-level workers rated their job performance in the above average and average ranges. The supervisors rated six of the eight job skills and all 16 professional characteristics as significantly poorer than the Millennials rated themselves. The job skills of computer and social media skills were the only two items that did not generate a significant difference. The researcher outlines ways in which faculty, students, employers, and Millennial-aged employees can build learning communities that will help undergraduate students and Millennial workers develop proficient job performance and keep faculty up-to-date regarding current industry trends.     

Journalists’ assessments of public relations subsidies and contact preferences: Exploring the situation in Spain

The aim of this article is to offer journalists’ assessment of their relationships with public relations professionals in the Autonomous Community of Catalonia (Spain). We analyzed quantitative interviews (questionnaires) and in-depth interviews conducted with 68 Catalan journalists regarding their relationship with public relations practitioners and investigated their assessments of public relations subsidies and contact preferences. An explanatory view is offered.     

Milestones in Turkish public relations history

This study aims to mention the most important events, cases and names that have had an impact on the public relations profession in Turkey within historically-divided developmental periods between 1920 and 2012. While forming the historical periods into sub-phases, socio-political and economical contexts are considered. Three separate periods are named: antecedents, emergence and developmental. Concerning these periods, the applicability of Grunig and Hunt's (1984) four models of PR is discussed within a Turkish context, and it is concluded that the typology does not totally fit into Turkish PR history.     

Public relations and lobbying: New legislation in Slovenia

This article reviews lobbying in the political sciences and public relations literature, and it also provides a conceptualization for the regulatory practices of lobbying around the world. Then, it presents the newest law on lobbying instituted in 2010 in the Republic of Slovenia, the Integrity and Prevention of Corruption Act. This Act treats lobbying in two ways: (1) as a communication technique used by interest groups to privately influence government officials and (2) as a process of access to information by the same interest groups. This inconsistency follows the same trend for lobbying regulation in Europe and raises important questions regarding lobbying practice and regulation. Lobbying is fundamentally a public relations practice exercised in private and public sectors, and it uses direct and indirect communication between interest groups and their respective government.     

THE AMBIGUITIES OF EXTERNAL MINORITY PROTECTION

This article focuses on the special and prominent place that the “Jewish question” occupied in the general discussion about Russian modernisation in the pre‐1914 period, both in American society and in the arena of US–Russian relations. It analyses the role that anti‐Jewish violence in Russia had in effecting a dramatic shift in the way Americans viewed the Russian Empire, which was being depicted by the American Jews and the leaders of the crusade for a “Free Russia” as a barbarous oppressor of political dissent and a savage persecutor of religious, national, and ethnic minorities. American society’s reaction to anti‐Jewish violence in the Russian Empire at the turn of the twentieth century helped, on the one hand, to shape the idea of the American belief that the United States bore special responsibility for carrying out reforms in Russia, and, on the other hand, to place relations between the two countries within such binary oppositions as “light and darkness,” “civilization and barbarity,” “modernity and medievalism,” “democracy and authoritarianism,” “freedom and slavery,” “the West and the Orient.” The article uses a broad range of verbal and graphic sources from the American press and new sources from archival collections. These sources help to illustrate one of the author’s principal tenets which holds that the United States’ view of the foreign policy of the Russian Empire was a result of the Americans’ projection of their own vision of the nature of the US foreign policy. In their official and public discourses, Americans considered Russia’s foreign policy an extension of Russia’s political regime. This study examines US foreign policy as a vital sphere in which national identity is redefined and reaffirmed and gives an opportunity to draw attention to the cultural and ideological dimensions of Russian–American relations, to understand the origins of dualistic American myths about Russia that have proven so enduring, and to demonstrate how a demonised Russia serves to revitalise American nationalism and how the Russian “Other” was used, in part, to construct the American “Self.”     

Reflections on the absence of formal reflection in public relations education and practice

This content analysis is a part of wider research into the value of reflective practice in public relations education and practice. Examination of this topic is important given that reflective practice is widely recognised as an essential element for claims of professionalism (Dewey, 1933; Schön, 1983, 1987), and professionalism remains an elusive goal for PR practitioners (L’Etang, 2009). This article examines the extent to which the terms and processes associated with reflective practice are formally included in the contents of a range of widely used and well regarded public relations textbooks. The aim is to provide insight into the significance (or lack of it) of reflective practice in contemporary public relations curricula. Given that textbooks are highly influential teaching media that both reflect and shape curricula, conclusions about the emphasis of reflective practice in public relations teaching can be drawn as a result of this analysis. The findings indicate that – based on the content of the textbooks analysed – reflective practice is not formally included in the public relations teaching curriculum. Further research is needed to determine whether this omission also reflects the situation in public relations practice. This research has relevance for public relations educators given that they play a significant role in influencing future generations of public relations professionals. It concludes with a call for a shift in public relations education that includes greater emphasis on reflective practice.     

Undergraduate public relations education in Spain: Endangered species?

The purpose of this article is to analyze the precarious situation concerning undergraduate public relations education in Spain, despite the existence of a Degree in Advertising and Public Relations. In addition to core subjects, which are set by the government and required on all university curricula, the Spanish system allows universities to complete their curriculum with other compulsory and elective courses. Given this freedom, universities have failed to come up with either the specific contents for public relations or for liberal arts, social sciences and business courses that will enable students to enter the profession. In light of the future restructuring of degrees through the Bologna Process, this situation is a serious threat to the continuity of public relations teaching in Spanish universities.     

Workplace adversity and resilience in public relations: Accounting for the lived experiences of public relations practitioners

Public relations practitioners face workplace challenges as they cultivate public relationships, resolve conflicts, and manage crises. Odds of adversities may be high in this role, requiring practitioners to be resilient. This qualitative study explores workplace adversities in public relations from a practitioners’ perspective, and examines how they enact resilience. By asking current practitioners about their lived experiences, we found workplace adversities occurred on multiple levels and ranged from mundane to life-altering events. Patterns of resilience were, metaphorically, bouncing forward, bouncing up, bouncing back, and bouncing around. This study contributes to public relations and resilience scholarship by (1) uncovering workplace adversities and resilience enactment in public relations, therefore connecting practice with scholarship, (2) extending the “bounce back” metaphor in the resilience literature, therefore making resilience more inclusive, and (3) exploring the connections of multi-level resilience, and suggesting the complex and negotiated nature of resilience among individuals embedded in collectives.     

PR goes to the movies: The image of public relations improves from 1996 to 2008

This qualitative analysis of public relations in popular Hollywood films from 1996 to 2008 looks at three questions: first, how is the PR practitioner portrayed in recent films? Second, what kind of public relations activities and models of public relations are depicted? Third, how do other scholars’ results in prior studies apply to the portrayal of public relations in current films? Results show that for major films from Mars Attacks! (1996) to Hancock (2008), public relations practitioners are more credible, respected and influential, and PR work is more varied and complex than found in studies of films through 1995.     

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.