Restoring a reputation: The Duke University lacrosse scandal

Duke University was thrust into a crisis situation when three members of its lacrosse team were indicted on charges of first-degree rape and sexual assault. As the story received extensive media coverage and while the prosecution and defense were making their legal arguments, the reputation of Duke University was called into question and it too was in need of appropriate public relations communication strategies. The purpose of this paper is to summarize the actions and public relations communication emanating from Duke in its attempt to frame the story and restore its reputation. Public relations theories that focus on image restoration as articulated by Benoit [Benoit, W. L. (1995). Accounts, excuses, and apologies: A theory of image restoration strategies. Albany, NY: State University of New York Press; Benoit, W. L. (2000). Another visit to the theory of image restoration strategies. Communication Quarterly, 48(1), 40–44] and Coombs [Coombs, W. T. (1995). Choosing the right words: The development of guidelines for the selection of the “appropriate” crisis response strategies. Management Communication Quarterly, 8, 447–476; Coombs, W. T. (2006). Crisis management: A communicative approach. In C. H. Botan & V. Hazleton (Eds.). Public relations theory II (pp. 171–197). Mahwah, NJ: Lawrence Erlbaum Associates] as well as the concept of message framing are presented and used to analyze Duke's communication response. Studying the Duke case provides an example of an organization executing theoretical concepts in a practical situation.     

All glamour, no substance? How public relations majors and potential majors in an exemplar program view the industry and function

Studies in public relations often conclude that the field is misunderstood [Kopenhaver, L. L. (1985). Aligning values of practitioners and journalists. Public Relations Review, 11(1), 34–42; Stacks, D. W., Botan, C., & Turk, J. V. (1999). Perceptions of pubic relations education. Public Relations Review, 25, 9–29] and misrepresented in media [Spicer, C. (2000). Public relations in a democratic society: Value and values. Journal of Public Relations Research, 12(1), 115–130]. Public relations professionals themselves often do not know what is involved in or support public relations education [Wright, D. K., & Turk, J. V. (2007). Public relations knowledge and professionalism: Challenges to educators and practitioners. In E.L. Toth (Ed.), The future of excellence in public relations and communication management: Challenges for the next generation (pp. 571–588). Mahwah, NJ: Lawrence Erlbaum]. Both the special issue (Public Relations Review, 1999) on public relations education and a following study published in this journal [Bowen, S. A. (2003). I thought it would be more glamorous: Preconceptions and misconceptions of public relations among students in the principles course. Public Relations Review, 29, 199–214] argued that public relations majors often do not realize what is involved in the academic discipline or the professional field. This research builds on the findings of those studies to ask: are public relations educators doing any better in communicating the core competencies, responsibilities, knowledge requirements, skills, and abilities of the discipline and the public relations major? Through the use of 10 focus groups across majors at a top research university, we can see that little is known about public relations among non-majors, but public relations majors can articulate the requirements and functions of the field. Several primary areas of confusion emerged about public relations related to: marketing or promotion, spinning the truth, image, and public relations as a career choice. These ideas show a critical lack of transparency in public relations. Credibility of the public relations function is hampered by this failure to communicate about the functions and core competencies of the field. Implications for both the public relations practice and for public relations education are discussed.     

Managing a nation's image during crisis: A study of the Chinese government's image repair efforts in the “Made in China” controversy

The image of a nation is crucial in the conduct of international relations (Wang, J. (2006). Managing national reputation and international relations in the global era: Public diplomacy revisited. Public Relations Review, 32, 91–96). A favorable image plays a critical role in asserting one's influence (Benoit, W. L., & Brinson, S. L. (1994). AT&T: “Apologies are not enough”. Communication Quarterly, 42, 75–88; Wang, J. (2006). Managing national reputation and international relations in the global era: Public diplomacy revisited. Public Relations Review, 32, 91–96). Often, strategic communication tools like public relations and media diplomacy are used to enhance a nation's image (Giffard, A., & Rivenburgh, N. K. (2000). News agencies, national images, and global media events. Journalism Quarterly, 77, 8–21). In 2007, China's reputation as “the workshop of the world” (Gaulier, G., Lemoine, F., & Unal-Kesenci, D. (2005). China: A workshop of the Cd and a market for Europe. At: http://ideas.repec.org/a/cii/cepill/2005-245.html. Accessed on 14 May 2009) came under severe threat with a series of product recalls. This was arguably the first time that allegations of product deficiencies were targeted at a country. Using the image repair theory, this paper examined the strategies used and the image these strategies generated for China. Findings showed that the initial defensive strategies generated an image of a hurried and harried country. After it was willing to confront the crises through corrective action, a surer and more determined image emerged.     

Origins of the epithet ‘government by public relations’: Revisiting Bruce Catton's War Lords of Washington, 1948

While it might make public relations professionals and faculty cringe, the term ‘government by public relations’ is a negative one, implying that governmental decision-making is guided by appearances rather than on the merits. This tag line is a relatively common American put-down of politicians and senior civil servants. This article examines the origins of the term, locating its usage in the WWII memoirs of Bruce Catton, then a government public information officer and later a renowned popular historian of the American Civil War. Catton's use of the term, his 1948 book War Lords of Washington, and his philosophy of government public information are examined in more detail to give context to the phrase ‘government by public relations.’     

Culture and Chinese public relations: A multi-method “inside out” approach

This study adopts an “inside out” approach to examine contemporary Chinese public relations and culture's effect on it, based on an analysis of the top 15 domestic Chinese public relations agencies’ Web sites and 17 in-depth interviews of public relations professionals from multinationals operating in mainland China. Results indicate an emerging trend of Chinese strategic management and a new understanding of guanxi as an ongoing process of one-on-one bonding.     

Gender violence, fan activism and public relations in sport: The case of “Footy Fans Against Sexual Assault”

This paper is based on the belief that online activism is essential for understanding the role and potential of public relations in modern campaigns. In relation to the issue of gender violence against women in football, analyzed and compared are the responses of two official, resource-rich organisations – the National Rugby League (NRL) and Australian Football League (AFL) – and an unofficial, resource-poor fan advocacy group, called Football Fans against Sexual Assault (FFASA). In cooperation and conflict with the leagues, FFASA positioned itself in the market place, taking the widely unoccupied niche of “fan advocacy”—different from “expert advocacy” or “player advocacy”.The article discusses in more detail the major strategy of the group, the Purple Armband Games, which carries many elements of cutting-edge public relations such as advocacy as third-party endorsement; “fan activism” as empowering of “expert advocacy”; “symbolic outsourcing” of participants by facilitating their mode of engagement, the “emblematic richness” of the purple armband symbol, the “oneness” of which overcomes any confrontational dualism.     

Commentary: The media in 2045—Not a forecast, but a dream

The mass media continue to be among the most crucial instruments for the practitioner of public relations, and, to be sure, among the most frustrating. How are the media changing? How will those changes affect public relations? And should there be new public policies about mass media in a twenty-first century where technical, political, social, and economic realities will be radically different from previous centuries, including the twentieth?Although most public relations professionals have shied away from public criticism of the media, and have not been vocal advocates for changing public policies about media, nevertheless they need answers to the questions raised above. In this thoughtful essay, Claude-Jean Bertrand looks at a possible mass media half a century from now and provides a dream scenario.Unfortunately, Professor Bertrand describes some “twentieth-century” public relations practices as part of the “old” problems and “dreams up” some changes in those practices, as well. It may be that a public relations professional or professor should write an essay devoted to a dream scenario for public relations in 2045. The Public Relations Review invites such commentary.     

Economic perspectives on public relations

This paper explores the relationship between economic theory and public relations, in order to explain how public relations management contributes to companies’ overall economic gains. It uses a “blend” of economic theories to explain the role and contribution of public relations from the economic point of view. The paper sees a link between the strategic management of public relations as a function, and portions of neoclassical theory, as well as to alternative economic approaches relating to investments and transaction costs.     

Fulfilling the dialogic promise: A ten-year reflective survey on dialogic Internet principles

A decade ago, using the dialogic theory of public relations as the theoretical framework, Kent and Taylor [Kent, M. L., & Taylor, M. (1998). Building a dialogic relationship through the World Wide Web. Public Relations Review, 24, 321–340; Kent, M. L., & Taylor, M. (2002). Toward a dialogic theory of public relations. Public Relations Review, 28, 21–37] provided a strategic framework to facilitate relationships with publics though the World Wide Web. Based on a review of research exploring Web-based public relations practices drawing on Kent and Taylor's theoretical framework, this essay offers a ten-year reflective survey on past, current, and future directions of Kent and Taylor's Internet principles, as they relate to the dialogic theory of public relations.     

The syntax of ‘tactic(s)’ in public relations research

Strategies and tactics are foundational to the teaching of public relations, yet little scholarly reflection on the term ‘tactic(s)’ itself exists in our research. We content analyzed 30 years of research in Public Relations Review for references to the term ‘tactic(s).’ Our research reveals that of the 174 studies reviewed, 13% elaborated on the term, but none defined it. Moreover, the term ‘tactic(s)’ appeared more frequently with ‘strategies’ (31.5%) than in conjunction with ‘ethics’ (2%). We conclude our research note with a call for greater reflection on core concepts related to our public relations teaching and research.     

Public relations as “practice:” applying the theory of Alasdair MacIntyre

Public relation’s search for a unifying theory may be fulfilled through application of Alasdair MacIntyre’s concept of a “practice,” a very specific and value-laden concept. This article explores what it would mean to be a public relations practice in MacIntyre’s concept of the term and argues that such an approach to public relations is of value for the field.     

The nature of conflict in firm-client relations: A content analysis of public relations journal 1980–89

Determing the sources of conflict in public relations firm-client relations is the first step toward managing such conflict productively. A content analysis of firm-related articles in Public Relations Journal from 1980–1989 yielded a total of 45 conflict issues. The key issues recurring whether the conflict was attributed to the firm or the client were concerns over knowing each other's businesses, contributing to a consistent communication flow, finances, and “chemistry.”For the most part, conflict issues for public relations firms paralleled those for advertising firms as reported in the advertising agency literature. Exceptions were top ranking public relations firm issues related to research and billing and for clients, prompt payment. Advertising issues not directly found in the public relations literature included defensiveness, blame placing and the number of approval levels.     

Starbucks is forbidden in the Forbidden City: Blog, circuit of culture and informal public relations campaign in China

This study offers an in-depth analysis on the closedown of a Starbucks café inside the Forbidden City, one of the most recognized historic sites in Beijing, China, under the pressure of a Web-based activist campaign. Adopting the circuit of culture model, this study illustrates the intricate role of culture in international public relations within an Internet-based media context, as well as the tension surrounding the conflicting identities between Starbucks’ global presence and the local sensitivity attached to the cultural heritage—the Forbidden City. This study also highlights the role of new media (e.g., blogs) in China and its impact on international public relations practice.     

“Beware of the estrogen assault”: Ideals of old manhood in anti-aging advertisements

Previous studies have demonstrated the tendency of recent medical, therapeutic, and pharmacologic discourses on sexuality to advocate a “resexing” of old age, in which aging men purchase means to bolster erections [Marshall, Barbara L. and Stephen Katz. 2006. “From androgyny to androgens: Re-sexing the aging body.” Pp. 75–97 in Age Matters: Realigning feminist thinking, edited by T. M. Calasanti and K. F. Slevin. New York: Routledge.]. This study examines the links between masculinity and age in anti-aging advertisements. Analysis of ninety-six anti-aging websites reveals a vision of manhood as: based on hormones, opposing womanhood, forestalling aging, competing and performing in sexual and employment realms, allowing men to dominate those around them. Rather than challenge ageism, this construction reinforces both age and gender inequalities. It defines men as dominant and defines women in terms of men’s desires. It defines prosperity in old age in terms of younger experiences, and defines aging itself as a sickness that results from a loss of masculinity (testosterone), which only aggressive consumption of anti-aging products can heal.     

President Nixon sees a ‘cover up’: Public relations in federal agencies

Early in his first term. President Nixon initiated an effort to make major cuts in the number of personnel of federal agencies engaged in public relations as well as in the agencies' public relations budgets. He described those public relations employees as “covered up pretty properly.” His goal was to “get the public relations complement in each Department reduced by 50 per cent regardless of what they are officially called.” This article reports on the origin, implementation and denouement of President Nixon's war on public relations in public administration at the federal level of government.     

Compulsive buying: Does it matter how it’s measured?

The primary purpose of the present study is to compare and contrast the validity and reliability of the Faber and O’Guinn [Faber, R. J., & O’Guinn, T. C. (1992). A clinical screener for compulsive buying. Journal of Consumer Research, 19, 459–469] and Edwards [Edwards, E. A. (1993). Development of a new scale for measuring compulsive buying behavior. Financial Counseling and Planning, 4, 67–84] compulsive buying scales within a nomological network. Although both psychometric scales were designed to measure compulsive buying, the two instruments appear to be distinct in how they conceptualize the compulsive buying phenomenon. The seven-item compulsive buying scale developed by Faber and O’Guinn (1992) is the most commonly used scale for measuring compulsive buying. The Edwards scale in contrast is not as well-known. Empirical results of the present study suggest that the two compulsive buying scales may be capturing either separate constructs, or different dimensions of the same compulsive buying construct. Edwards (1993) compulsive buying scale, for instance, is correlated with materialism but not with attitudes toward money while the Faber and O’Guinn scale is not correlated with materialism but is correlated with attitudes toward money. The present study’s results suggest, among other things, that it does in fact appear to matter how compulsive buying is measured.     

Types and dimensions of organization–public relationships in greater China

Public relations are the major force in the establishment of organization–public relationships (OPRs) in the United States and other countries. This study is a metaresearch that reports a meta-analysis of three studies on relationship management with publics in the greater China area, including mainland China and Hong Kong. A metaresearch is used to gain general and theoretical conclusions on a specific topic by synthesizing research results from similar studies [Grunig, J. E., Grunig, L. A., Sriramesh, K., Huang, Y. H., & Lyra, A. (1995). Models of public relations in an international setting. Journal of Public Relations Research, 7, 163–186]. The purpose of this study is to extend the concepts of relationship management to the Chinese context by investigating the types of relationships between organizations and the Chinese publics and other possible factors that affect the outcomes of the relationships. This article first provides a brief literature review on relationship management of public relations. It is followed by a report of the result analysis of the three studies in relation to OPR types and cultivation strategies. Finally, the research results, their implications, and future research directions will be discussed.