Exploring public relations in Croatia through relational communication and media richness theories

This article examines the practice of public relations in Croatia through the theories of relational communication and media richness. The findings suggest that the Croatian model of public relations is a mix of traditional media relations and personal influence. Croatian public relations is characterized by a heavy reliance on personal invitations, telephone contacts, and other relational methods for conducting and evaluating public relations. This preference for richer media tactics has implications for public relations practice and theory building.     

Saintly Campaigning: Devotional-Promotional Communication and the U.S. Tour of St. Therese's Relics

This article discusses the public relations campaign for the U.S. tour of St. Therese's relics from 1999 to 2000, from the approach of devotional-promotional communication, a particular form of communication that inspires allegiance for an individual, political entity, or religion. Textual analysis of media coverage, survey research, and personal in-depth interviews are used to examine the campaign. The campaign appears to have been successful for organizers in terms of media coverage, attendance, and other effects.     

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.     

International public relations’ influence on media coverage and public perceptions of foreign countries

The purpose of this study is to examine the influence of international public relations on a target country's news coverage and public perceptions toward other countries. This study proposed a public relations influence model of national image formation and tested its relationships based on 27 countries’ public relations effort targeting the U.S. news coverage and publics. This study found that (1) public relations of other countries in the U.S. had a direct impact on how significantly the U.S. public perceived those countries; (2) the more prominently and favorably foreign countries were covered by the U.S. news media, the more significantly and favorably the U.S. public perceived and felt toward those countries.     

The influences of relationship quality with external partners and required levels of approval of messaging on crisis preparedness

As funding for public health promotion is increasingly limited in the U.S., public relations research informing management of crises that threaten public health is especially critical. Crisis planning models such as Reynolds and Seeger’s (2005, 2014) crisis and emergency risk communication model offer comprehensive directives for crisis managers and present opportunities to extend the utility of best practice recommendations. A survey of public information officers (PIOs) (n=208) at local public health departments across the U.S. examines the quality of their relationships with partners in public health crisis management, including first responders, media, law enforcement, and hospitals, and reveals that relationships with key publics in crisis management are lacking. Further, PIOs at state governed health departments may face critical delays in releasing crisis messages, as their messages are required to clear more levels of approval than locally (city/county) governed departments. Implications and future research for these key variables extending public relations crisis communication research with a focus on inter-organizational relationships are discussed.     

Review of J. Hoberman and Jeffrey Shandler's Entertaining America: Jews,Movies, and Broadcasting

The impact of increasing religious diversity in U.S. society has taken on added significance in recent years. This study, the first broad-based examination of religion and public relations, explores the nature of religion in the United States, its role in local community relations, and its public relations dimensions. Phone and e-mail interviews, textual analysis of institutional media, and field observations were used to obtain data on religious diversity, place-of-worship activities, and public relations practices. The nature of the communication between select religious institutions and their publics, through different media channels, is also explored. Two case studies that are representative and illustrative are included. From a communication perspective, it is suggested that a key to fostering interreligious dialogue and civil discourse on religion may lie in expanding traditional definitions of diversity to include religion and moving beyond expertise and contractual models of public relations toward a model that is covenantal in nature.     

Mediated public diplomacy in the digital age: Exploring the Saudi and the U.S. governments’ agenda-building during Trump’s visit to the Middle East

This study analyzed the agenda-building capacity of political public relations messages of the Saudi and the U.S. governments during Donald Trump’s visit to the Middle East and scrutinized their influence on the media coverage and public opinion. The findings indicate that all three levels of agenda-building received solid empirical support from the data: governmental information subsidies significantly influenced media coverage and public opinion on the level of issues and stakeholders (1st level), their attributes (2nd level), and networked co-occurrences of issues/stakeholders (3rd level of agenda-building). Traditional information subsidies emerged as a powerful tool driving the agenda-building process. The study confirms the effective capacity of public relations communication to build the media and the public agendas in non-Western media culture and expands the applicability of the agenda-building network analysis research to the Middle Eastern media market.     

Socially distributing public relations: Twitter,Haiti, and interactivity in social media

Social media and communication technology have shifted the power of communication from public relations practitioners to social media users who may not have a recognized role or defined interest in an organization. What results is a social model of public relations in which traditional public relations responsibilities are distributed to social media users, and which depends on interactivity, legitimacy, and a user's social stake. This study explores social public relations through a qualitative analysis of user involvement on Twitter regarding relief efforts to support Haiti following the 7.0 earthquake that hit Port-Au-Prince in January, 2010. This analysis of Twitter posts also expands understanding of interactivity online and demonstrates social media user fulfillment of public relations objectives.     

Imperative for an Arab model of public relations as a framework for diplomatic,corporate and nongovernmental organization relationships

This paper advocates a morally/ethically defensible “organic theory” of public relations that is in opposition to the public relations literature that predominantly suggests that only those publics that have direct consequences for the organization are publics with whom public relations practitioners should deal. A biological metaphor can be used in supporting this “organic” theory of public relations in which the organization is an organ and society is a body as a whole.This paper concludes that the process of public relations, as well as the outcomes, is critically important in maintaining a metabolic balance and harmony within society itself—a requisite for the health and well-being of nation-states, corporations and nongovernmental organizations. Much of this process involves communication as a ritual, rather than communication as transmission of information; it involves interpersonal communication, rather than mass communication. It involves relationship-building as opposed to persuasion. Much of this process has been found traditionally in Arab culture, and these rich traditions should be recognized and examined for their utility and value in developing an Arab model of public relations to help resolve the plethora of 21st Century issues that threaten global stability and ultimately the well-being of all cultures and societies.     

The transparent corporation and organized community

The aim of this special issue of Public Relations Review is to raise questions for further discussion and research about how technology is changing the industry of public information dissemination and persuasion, and how the public changes its mind about events, social issues, high profile images, and information itself. Unprecedented access to information through consumer and citizen Net-works has created the “transparency” in corporate life that has overturned conventional ideas about ownership in organizations, reshaping popular images of Big Business carved by partisan politics. Corporate Social Responsibility, also called “stakeholder capitalism”, suggests that prosperous business owes something back to the community from which it draws its profits.The widespread use of pseudo-polls by policy advocates in public relations campaigns and the media ownership of polls have undermined public confidence in the credibility of the phrase “what the public thinks”. While technology diminishes the ability of corporations, politicians, and governments, to control or define a public image, the individual enjoys unprecedented access to information and a newfound advantage in the sphere of public influence. The currents and undercurrents of the life cycle of public information, disbelief, persuasion and doubt pose profound questions for public relations inquiry, on an ethical as well as technical level.     

Integrating Power? Evaluating Public Relations Influence in an Integrated Communication Structure

The emerging integrated environment for communication functions has put public relations in a potentially compromising position. In particular, literature reviews reveal scholar concerns about an inferior technical role for public relations practitioners. The question of integrating communications may be a question of power: whether the public relations function enacts influence, authority, or capacity to affect decision-making within an integrated organization. This study explores perceptions of 20 public relations professionals in an integrated communication structure. Results show that public relations may gain the ability to enact influence through social media acumen and the interconnected structure of communications, in which practitioner expertise, information, and knowledge may lead to more influence.     

Public diplomacy meets social media: A study of the U.S. Embassy's blogs and micro-blogs

With the evolution of communication technologies, traditional public diplomacy is transforming. This study examines the practice of the U.S. Embassy's public diplomatic communication via social media, namely Chinese mainstream blogging and micro-blogging, sites using Tencent for a case study. This study analyzes the embassy's blog and micro-blog entries and an interview with the embassy's public diplomacy officer. Based on the content analysis and interview, this study discerns the key features of the U.S. Embassy's public diplomatic communication using social media and further suggests that the common values and interests related to the global public as well as experience-sharing and relationship-building might become the focus of new public diplomacy research.     

Understanding Influence on Corporate Reputation: An Examination of Public Relations Efforts,Media Coverage,Public Opinion,and Financial Performance From an Agenda-Building and Agenda-Setting Perspective

Seeking to extend research on public relations evaluation, this study investigates the influence of public relations efforts and media coverage on corporate reputation and financial performance through the theoretical grounding of first- and second-level agenda-building and agenda-setting. A triangulation of research methods compared public relations content, news media coverage, public opinion, and corporate financial performance for 28 U.S. companies from the annual Harris Interactive (2005) Reputation Quotient. Evidence for agenda-building and agenda-setting propositions was found, which work to inform strategies of public relations practitioners. The implications of the findings are discussed.     

Networks of international public relations production: The case of Latin American organizations’ connections to U.S. agents

Traditionally, international public relations studies have assumed that a foreign organization, namely a foreign government, is the primary influence on how its home country is portrayed to audiences abroad. This study challenges such assumption of independence by revealing how foreign organizations are connected in ways previous works have not considered. Using Foreign Agents Registration Act data, we reveal the direct and indirect connections that form when foreign organizations hire U.S. agencies to produce their international public relations work. Our network analysis of foreign organizations from Latin American and their U.S. agents documents the network structures that emerge for each country and identifies the types of organizations that are positioned advantageously in the networks. We use these findings to theorize how foreign organizations’ connections and their key positions in networks may influence the production of international public relations efforts for their home country. We at a macro-level, public relations effects depend on the structure of the networks, the overlapping sites where communication content is produced, and who is positioned as key players in the production networks.     

Creating a model to measure relationships: U.S. Army strategic communication

Strategic Communication is receiving much credence for public relations planning in the U.S. Army, (Quadrennial Defense Review Report, 2010. The Office of the Chief of Public Affairs for the U.S. Army, has a Strategic Communication Division and it is home to the last vestiges of former Secretary of, Defense Donald Rumsfeld's ill-fated attempt to create such an office at the Department of Defense, (DoD) level. In 2009, Major General Mari K. Eder, deputy director of the U.S. Army Reserve, wrote of, the tragic lack of a comprehensive strategic communication focus across DoD levels, let alone at the, Army level. A “Deep Dive” Conference sponsored by the Army during the summer of 2006 focused on, measuring outcomes of its public affairs programs. In spite of the conference objectives, the Army was, not able to define strategic communication completely nor was it able to come up with adequate, operational measurement tools for measuring relationships with key publics or stakeholders within, strategic communication. It was able to produce some measurable and motivational objectives as well, as measurable process tools for media relations, but it still lacked the ability to measure quantitative or, qualitative relationships with key stakeholders.     

The Campaign of the Committee on Public Information: Its Contributions to the History and Evolution of Public Relations

The campaign of the Committee on Public Information (CPI) was an ambitious attempt by the U.S. government to influence public opinion. More importantly, the CPI contributed to the evolution of public relations through its use of basic principles of effective communication including unity of voice, message simplicity, and source credibility. The committee's campaign encouraged citizens to be stakeholders in their government and heightened their sense of community. The work of the CPI followed a period of unrest between industrialists and journalists and was an important link between the recognition of the need for public relations services and an understanding of the means through which public opinion is crystallized.     

Privileging an activist vs. a corporate view of public relations history in the U.S.

This article elaborates on the argument that the history of U.S. public relations has been distorted by the emphasis on corporate functions of public relations. The dominant corporate-centric view of U.S. public relations history often claim that public relations developed as a response to activists who attempted to interfere with business operations. That myopic, corporate-centric view has perpetuated a negative view of public relations as merely a tool of “big business”. In the past as well as the present, corporations have been learning from and co-opting activists’ innovative public relations techniques. By alternatively grounding U.S. public relations history in the works of activists, we open possibilities for re-imagining the field and legitimizing activists’ works as a positive, central component in public relations theory and research. We end by providing resources educators can utilize to teach a more balanced view of public relations history in the U.S.     

Korean practitioners and journalists: Relational influences in news selection

This study investigates how source–media relationships influence perceptions toward news selection from the public relations practitioners’ viewpoint in Korea. The results show that Korean public relations practitioners who perform formal media relations believed that journalists would select news stories based on journalists’ media routine principles, such as using government sources. In contrast, Korean public relations practitioners who perform informal or monetary media relations believed that journalists would select news stories based on journalists’ extra-media factors, such as personal relationships with public relations practitioners.     

The death of bin Laden: How Russian and U.S. media frame counterterrorism

This study explored how Russian and U.S. newspapers covered the death of Osama bin Laden in 2011 through the lens of framing theory. Results reflect significant disparity in how media in different countries covered the same event, suggesting that terrorism events were framed as national concerns rather than global issues, thus potentially limiting governments and the media from building a shared understanding with international audiences. The findings also indicate that more robust media relations efforts are needed to counter simplistic media counterterrorism frames. Finally, the study identified new frames for counterterrorism including secrecy and humanizing terrorists. These new frames suggest the need to expand the framing literature to provide a better understanding of how the media cover counterterrorism, which may impact the U.S. government's public diplomacy and counterterrorism efforts.