Qualified privilege: A defense for the public relations function

Technology continues to challenge the public relations practitioner to find ways to inform key constituents. The new technology has given rise to the “new journalism” that includes a declining traditional media and exploding internet media filled with websites and bloggers. The question posed by this research asks: Does the public relations practitioner inherit the same protection offered by “qualified privilege” that is most often associated with the traditional “press” or “reporter?” The research lays a foundation with an examination of defamation and the defense of qualified privilege. The research concludes that if information gathered by the public relations practitioner meets the “intent” and “content” tests, the information qualifies as news. Passing the “news” test, the defense of “qualified privilege” also attaches to the public relations practitioner.     

How public relations functions as news sources in China

This study re-conceptualizes the interaction between public relations (PR) practitioners and journalists in news construction. Proposing a new conceptual framework of “news-source involvement,” this study applies two dimensions – “involvement width” and “involvement density” – when examining how information and/or stories generated by PR people affect news coverage. Empirically, this study identifies seven types of news sources derived from a systematic content analysis of 1600 stories in four selected Chinese newspapers from 2001 to 2010 – 10-year period. The major findings include: (1) information subsidy has become a popular phenomenon in China; (2) over the past decade, the Chinese government has been slowly but surely becoming more tolerant of public's expression of their opinions relating to social and political issues. Though the government remains as the dominating “news source” for newspapers, other non-mainstream news sources (e.g. grass-root civilian) have emerged. Growing from the used-to-be “silent mass,” they have become the “subordinate majority” nowadays, having strong influence in certain coverage; and (3) PR people as one of the major news sources, interact with media in a selective manner; and such interaction takes places largely on tactical level.     

Introduction to this special section: The impact of globalization on public relations

Globalization has thrust public relations into the limelight providing new opportunities while posing immense challenges as well. Whereas globalization has impacted the public relations industry in many ways, public relations also has contributed to the spread of globalization. Using the global diffusion of the top 10 public relations agencies, this article argues that public relations is often erroneously perceived as only involving corporate activities. The body of knowledge is almost completely silent on the use of public relations for altruistic and information campaigns. This special issue presents some of the papers presented at the 14th International Public Relations Symposium (also popularly known as Bledcom 2007) whose theme was “The Impact of Globalization on Public Relations”.     

Gauging the public's preparedness for mobile public relations: The “Text for Haiti” campaign

The technology acceptance model was created to measure the public's attitudes toward and acceptance of new technologies. Text messaging has been used in the public relations domain for crisis communication alerts, but there have been few attempts to use it in other domains. Through an electronic survey of previous American Red Cross donors, donors to the “Text for Haiti” campaign had more favorable attitudes than those who did not donate via text messaging. However, the survey participants did not completely reflect the technology acceptance model. Although they perceived that text message campaigns were easy to participate in, the path analysis revealed that these thoughts resulted in less desirable attitudes toward participating in the campaigns.     

Romancing Singapore: When yesterday's success becomes today's challenge

When Singapore gained independence in 1965, its policies were “strongly anti-natalist” as the government feared that population growth could strain its limited resources and hinder economic development. National campaigns were successfully used for population control and within a decade birth rates fell so much that the country became a victim of its own success. Fearing a loss in replacement of the population, the government has adopted a rather aggressively “pro-natalist” policy. In addition to cash grants and tax rebates to encourage births, public-education campaigns have promoted positive attitudes towards marriage, children and family life including Romancing Singapore, a month-long campaign in February 2003.     

Articulating influence: Toward a research agenda for interpreting the evaluation of soft power,public diplomacy and nation brands

While the terms soft power, public diplomacy (PD) and nation brands have cemented their place in academic discourse during the early 21st century, the evaluation of these activities has not been given anywhere near the same level of attention. When describing how campaigns are evaluated, scholars tend to make assumptions based on the goals or outputs of an initiative rather than on the basis of reliable, empirical data on its results. Strong positivist tendencies within current scholarship usually lead to evaluation being considered in terms of methodology and best practice, typically with the assumption that certain preferred outcomes will be demonstrable if an ideal model is followed. Most significantly, such approaches seem to underplay the interests and objectives that inform and constrain choices surrounding modes of communication and evaluation. I argue here that PD activities are rarely the product of rational choices about communication options, and nor is PD evaluation the result of applying the “best” methodology. Rather, questions of PD and evaluation practices are bound together in complex organizational and power structures that generate pragmatic responses both to the “problem of influence” and the reporting of results. Through use of the concept of articulation, this article outlines a framework for interpreting evaluation practices from a contextualized perspective, which grasps how and why soft power practices assume certain forms.     

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.     

Tracking public relations scholarship trends: Using semantic network analysis on PR Journals from 1975 to 2011

A semantic network analysis of keywords in titles of studies published in Public Relations Review and the Journal of Public Relations Research was conducted to determine the salient keywords in public relations scholarship from 1975 to 2011. “Communication,” “PR,” “public,” “practitioner,” and “corporation” have been the most prominent keywords, and the association of “PR-practitioner” was the most salient keyword association in public relations scholarship consistently.     

Understanding Ivy Lee's declaration of principles: U.S. newspaper and magazine coverage of publicity and press agentry, 1865–1904

Ivy Lee's 1905 “Declaration of Principles” has been called the “starting point of modern public relations,” but what did it mean in the context of his time? Analysis of press discussion finds that, while press agentry was connected to the circus and theater, “corporate publicity” was linked to Theodore Roosevelt's call for the release of financial information in the public interest. The paper confirms that scholars do not have a clear understanding of public relations history and identifies areas for further research.     

The civility of social capital: Public relations in the public sphere,civil society,and democracy

Scholars have analyzed public relations’ role in democracy via proxy concepts like the public sphere and civil society. However, some have critiqued the public sphere on grounds of equal access and portrayed civil society as a guise for first-world imperialism. These critiques have implications for the role of public relations in the public sphere and civil society. This article suggests the normative role of public relations in democracy is best perceived as creating the social capital that facilitates access to spheres of public discussion and in maintaining relationships among those organizations that check state power. To that end, the paper argues that social capital does much to advance public relations theory and prescribe the role of public relations in democracy. Several implications for public relations from a social capital perspective are offered, including the creation of generalized societal trust, the building of cross-cutting or “weak” ties, the engagement of media on behalf of subaltern counterpublics, and the (re)creation of community or a fully functioning society.     

A means to an end: Using political satire to go viral

With the rise of video sharing giants like Youtube and Google Video, coupled with increased broadband connectivity and improved sharing functionality across social networking sites, the role of the viral video has been cemented in many IMC strategies. While most agree about the importance of better understanding viral marketing, there is less agreement about what makes content become viral. While some content gets viewed by millions of people, others struggle to gain viral traction. Content specific, intrapersonal and interpersonal reasons have been proposed for viral marketing success. This paper focuses on the intrapersonal reasons for content going viral in the context of political satire. More specifically, the role of emotion in the spread of content online, is investigated. Political satire focuses on gaining entertainment from politics. Satire, and specifically political satire, forms part of using humour in advertising and has been influential in shifting public opinion since ancient Greece. This study compares success and unsuccessful viral campaigns that used political satire, by first analysing the online comments that viewers made about the video. Following these findings, an experiment is conducted and the influence of intensity, creativity, humour and utility on virality is modelled, controlling for valence and previous exposure. The findings suggest that, when using political satire in viral campaigns, creativity and the intensity of the emotions felt are key influencing factors in whether videos get “shared” or “liked”. Therefore, while many authors contend that particular emotions or positive content has a greater likelihood to become viral, this paper shows that it is not the particular emotion, but the intensity with which that emotion was felt that drives viral success.     

The spiral of advocacy: How state-based LGBT advocacy organizations use ground-up public communication strategies in their campaigns for the “Equality Agenda”

This article outlines the communication and outreach strategies used by state-based LGBT advocacy organizations. Leaders of these organizations explained through in-depth interviews that their campaigns address four policy areas: non-discrimination, hate crimes, safe schools, and relationship recognition. LGBT citizens and allies serve as spokespersons. They convey stories of the LGBT experience and reinforce LGBT issues as mainstream concerns. State-level advocacy emphasizes that substantive change occurs from the ground up; change nationally requires a critical mass of support first at local levels. This article demonstrates how public relations can serve as a tool for democracy and an instrument of social change, and how “managing legitimacy” can be placed as central to the public relations’ process.     

Digital natives and social media

Digital natives (also known as “Generation Y” and “Millennials”), a generation born during of after introduction of digital technologies, 1980s and after, have mixed preferences for media use in personal and professional lives. A study by Friedl and Tkalac Ver?i? (2011) showed that even though digital natives prefer digital media in their personal lives, this is not necessarily reflected in their business lives. This study addressing preferences of “traditional” vs. “the new media” in a university setting found an opposite result.     

A content analysis of the newspaper coverage of the three major hurricanes in 2005

As the primary means of communication between government agencies and the general population, the media play an important role in shaping how the public perceives a potential risk. Risk communicators should carefully consider media coverage of disaster to successfully communicate with the public in the future. This paper examines the content of Hurricane news stories and the framing patterns (e.g., emotional vs. logical) used by local newspapers 1 week before the occurrences of three major hurricanes in 2005. “Actions to take to prevent the risk” was the most frequently covered content, followed by “anticipated damages.” The majority of the risk content was presented using logical framing patterns.     

PR practitioners’ use of social media tools and communication technology

As social media moves from “buzz word” status to strategic tool, more practitioners are developing skills related to this online communication technology. This study surveyed working public relations practitioners about their adoption of 18 social media tools and their perception on the growth of social media trends in public relations practice. Results provide an overview of the adoption of social media, as a whole, in the industry.     

Le travail enseignant en lycée professionnel et ses paradoxes

The paradoxes in the work of teaching in French vocational education stem from the “symbolic closure” of these secondary schools. The latter, given the mass enrollment in general secondary schools, receive students marked by their failure in middle school. This has created a distance with the students' social and family environment and with firms, even though the latter are supposed to be the destination where these students are bound. The work of these teachers is strongly marked by “subjective ordeals” related to their subordinate position in the school system, to a concern for keeping peace in the schools and to doubts about integrating students in the world of work. Might the work of these teachers not lead paradoxically to reasserting the “weight of the educational form” by including therein actions that are supposed to help students “mature” and develop an “appropriate school identity”? In this case, the purpose of this work is the academic socialization and rehabilitation of young people as much as their vocational training as such.     

Le traitement syndical du racisme et de l'insécurité dans une entreprise de transports urbains

On-the-job racism is studied in the case of a public transportation firm that has to cope with insecurity in an urban area. In this company, the labor union has related security and racism in order to definitively integrate young persons hired to do “mediation work”. Eliminating this work from the list of jobs has had two positive effects; it avoids the risk of an “ethnic professionalization” and grants legitimacy to the relational know-how linked to the origins of young wage-earners. The option of labor union members in the firm did curb the escalation of conflicts between transportation personnel and young people in housing projects.     

Protocol journalism as a framework for understanding public relations–media relationships in Kosovo

There is growing interest about the ways in which the public relations field can contribute to democratization and civil society initiatives. Some scholars see enormous potential for public relations by non-governmental organizations (NGOs) to help get important social issues on the public agenda in transitional nations while other scholars have critiqued the practice of public relations in newly formed nations as a form of hegemony that privileges Western ideas, values, and standards of practice. One thing is certain: more scholarly attention is required if the field of public relations is to truly understand its evolving role in civil society. The purpose of this paper is to explore how the public relations–media relationship contributes to civil society development in Kosovo. The researcher interviewed media professionals, public relations/organizational spokespersons, and civil society experts about the opportunities and challenges of the public relations function in building civil society in Kosovo. The findings suggest that “protocol journalism” is the guiding metaphor for explaining and critiquing the public relations–media relationship in Kosovo. The implications of protocol journalism for media development and public relations credibility are discussed.     

Catégorisation des usagers et rhétorique professionnelle: Le cas des policiers sur la voie publique

Placing “users” or even “customers” at the center of concern has been the keystone in reforms in several French public services. As the example of police officers shows however, the idea of a user takes on quite specific meanings depending on the values and objectives defended by the occupational group in question. Placing those who commit offenses, their victims or mere citizens into categories is part of the process of constructing what the police officer's “real work” should be by disqualifying and stigmatizing those who “don't fit in”.     

Violent children and structural violence: Re-signaling ‘RAD Kids’ to inform the social work professions

This article critically examines representations of children diagnosed with Reactive Attachment Disorder, or “RAD Kids”, and their construction as dangerous subjects. Based on ethnographic research within attachment therapy clinics, and among adoptive families, social workers, and medical professionals in the U.S. and Russia, the author suggests that notions of danger associated with “RAD Kids” actually reflect a social anxiety about the contexts of structural violence in which we are attempting to build families and raise children at the turn of the 21st century. The author culturally and historically contextualizes the signaling of “RAD Kids” as violent within literature on moral panics over children and youth. She explores how these representations function as an attempt to “resignal” public anxieties about the difficulties associated with building families through adoption, and especially, the adoption of formerly institutionalized children. The article provides a model for thinking about complex relationships between children, pathology, and power to inform the social work professions, and particularly practice with children diagnosed with RAD.