How public relations works: Theoretical roots and public relations perspectives

Public relations is often studied from a managerial, instrumental perspective or a psychological, behavioral perspective. To understand the role of public relations in building trust or mistrust and to develop – or destroy – a license to operate, it needs also to be studied as a social phenomenon.     

Economics and public relations in a time of downturn: Dismal science,unseen history,and the need for dialogue

The major originating event of this special section was the ongoing crisis that continues to cast a shadow of financial depression across the globe and has led to calls for a radical rethink of economics. In this introduction we attempt to contextualize the special section's theme and articles with a view to sparking a deeper and longer dialogue – one that emphasizes the potential for positive disciplinary exchanges – between economics and public relations. As fields, they have been respectively characterized as the dismal science and the unseen history. In order to avoid such offspring as a dismal history of economics and an unseen science of public relations, we argue that the two need both to learn from, and to appreciate, each other. In the meantime, there is another crisis stalking public relations, and it is the possibility that the recent poor history of economics might be the imminent future of public relations.     

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.     

The impact of Serbian public relations on economic indices

This study presents the research results whose aim was to examine and define dependences and the impact of public relations on business effects (economic indices are taken as representatives of business effects). Serbian companies were the object of this research. The data were collected by polling 100 managers from 100 companies. Multivariate regression and correlation were applied in order to determine the observed dependences. The research results confirm the existence of a significant direct relation between public relations and economic indices.     

Extending cultural horizons: Political economy and public relations

In this article, we aim to offer a conceptual bridge between political economy and the practice of public relations, which should be helpful especially for practitioners and scholars interested in public relations at a global level. The combination of social, political, and economic forces is powerful, pervasive, and highly influential on the public relations activities of organizations, and we assert that these factors must be examined in unison. In turn, we discuss the role of political–economic relationships and the constraints they impart on the goal-seeking behavior of organizations. We conclude by offering suggestions as to how public relations practitioners and scholars can begin to think about their efforts and linkages with political economy.     

Commercial speech,protected speech,and political public relations

Political public relations play an unique role in American democracy because it occupies a dual role of providing both political and commercial speech. However, using analysis of the First amendment, public relations have increasingly been identified as commercial speech which receives limited protection under the U.S. Constitution. This study traces the evolution of the legal framework in which political PR has become associated with commercial speech, and how this association has made Constitutional analysis of political PR more complex. Implications for public relations practitioners and PR's role in democracy are discussed.     

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.     

Influencing economic change: Government interventions, disputes between sectors, and public relations campaigns in Israel

As with the earlier downturn of the Great Depression, the current global economic crisis has revived direct government intervention in the marketplace. It has also stimulated wider contemporary debates on the role of government in financial markets that feature not just funding issues, but questions of regulation and social legitimacy, and a greater acknowledgement of distinctive national–international tensions rather than a converging consensus around continuing to deregulate a global market. This article seeks to provide historical perspectives to these debates by considering the role of government, with the involvement of public relations, during economic changes in Israel. It focuses on major campaigns in Israel around the roles, and inter-sector disputes, of three major sectors: agriculture during the first half of the 20th century; industrialization from the 1960s to the 1990s; and commerce and competition from the 1990s into the 21st century. The article tracks these three historical transformations as part of Israel's gradual shifting from a nation economy toward a global economy. It concludes that, in the present downturn, the Israeli experiences offer a reminder of the impact of communication campaigns, interwoven with national identity, on economic changes, and the potential for public relations strategies and tactics to have long-term effects.     

Engaging communities: Ostrom's economic commons,social capital and public relations

This article discusses the research of economics Nobelist Elinor Ostrom. It argues her analysis of long term community co-operation contains important insights for public relations, especially in the area of community engagement. Informed by Ostrom's focus on common pool resource management, the article highlights the importance of organisations adopting an attitude of mutuality to the external stakeholder environment. It also associates public relations practice with the promotion of a social commons. It then examines Ostrom's insights on the role that face-to-face communication plays in the generation of social capital and the norms of behaviour that promote co-operation. The article ends with a discussion of the implications of these findings for the practice of public relations in organisations and suggests areas for further research.     

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.     

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.     

The change process to agile public relations

Despite agility’s increased importance for public relations, the change process from traditional, hierarchically structured public relations to a dynamic agile entity has not yet been comprehensively investigated. This article tackles the research desideratum by discussing this change process from a structuration-theoretical perspective. The subsequent empirical analyses via two qualitative studies from the field of corporate communications focus on the perspective of consultants. These experts support the communication management in this change process with their expertise and neutrality, which the public relations departments themselves lack. Thus, consultants are key contacts for an explorative analysis of the change process toward more agility. In the first study, 39 consultants were interviewed about the change processes that they have guided in order to transform public relations into an agile department. The subsequent case study focuses on an internationally active medical technology manufacturer and analyzes their experience with consulting throughout the agile change process in their public relations department. The results show that the concept of recursiveness is central to the successful implementation of agility in public relations. Expressed in the language of structuration theory, consultants aim to develop rules and resources as modalities that describe an agile structure and then translate them directly into actions. These modalities are continuously developed via sprints, a dynamic process that results in the constant adaptation of the agile structures until the desired result is achieved. The results illustrate the advantages of a neutral, outside authority for the implementation of such a change process.     

A use of second-order co-orientation model in international public relations

This paper is an extension of a line of research that questions the possibility of applying the co-orientation theory in researching the communication behavior between “general” publics of nations. Here we included three nations, Slovenia, Croatia and Serbia and questioned publics’ opinions on investment policies between mentioned nations. We extended the notion of co-orientation in international relations to include not only evaluations of two countries’ attitudes towards a third country, but also evaluations of opinions the two countries have between themselves (and to which the first is only an observer). We called it the second-order co-orientation. So far accuracy has been seen as the right objective for public relations using co-orientation. Our results question centrality of accuracy as the key performance indicator of effectiveness of public relations programs in the context of co-orientation model.     

Integrating evidence based practices into public relations education

Public relations continue to play an essential and changing role in society, requiring the regular reassessment of the education of future public relations practitioners. Academics and practitioners often differ in how they view the public relations field, how they define the discipline, and how they view the major pedagogical approaches. This paper explores the impact of integrating three different perspectives in public relations education including practitioner perspective, client perspective, and the evidence-based perspective. Results from students’ reaction papers and an online questionnaire suggest that integrating an evidence-based approach improves the competence and clarity of communications counsel provided by aspiring practitioners.     

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.     

Development of professional roles in the practice of public relations in Chile

Using survey responses of 577 public relation practitioners, this article examines role conceptions in Chilean public relations, as well as the effects that different individual and organizational factors have on their professional worldviews. The results show that how Chilean practitioners perceive their roles can be grouped into four different types: the long-term strategic, the short-term technical, the passive-complaisant, and the active-vigilant. In general terms, Chilean public relations practitioners distance themselves from the passive-complaisant role, giving greater importance to the other three. The findings also reveal that gender, education level, job commitment, perceived autonomy, organization type, and geographical location are the factors that better predict Chilean PR professional roles, while hierarchy level and organization's reach do not directly affect their perceptions.     

Understanding the reputation and image of the Philippine public relations industry

This paper attempts to understand the current state of the Philippine public relations industry by investigating how it obtained its current reputation and image. It traces the evolution of public relations’ image and identifies factors and entities which may have contributed to the further development of Philippine public relations’ current reputation. The study begins with the popular assumption among Philippine pubic relations industry practitioners that the nature, function, and role of public relations in corporations and business in the Philippines has often been questioned.     

Development of public relations research in Ghana: A systematic review

Even though the extant literature has pointed to the steady growth of public relations research in different contexts, the developing economy context continues to be marginalised in terms of scholarship, theory development and, consequently, the practice of the discipline. This has necessitated calls from scholars to document research in the discipline to trigger future research agendas. This study was therefore undertaken to scientifically synthesise and analyze 26 peer-reviewed public relations studies in Ghana, which were published over a period of 10 years (2012–2021) to document the dominant issues, gaps, and future research avenues. Through a systematic review, the study found that there is an over-concentration on themes such as CSR and CSR communication, public relations within higher education institutions, and dialogic public relations at the expense of other key subject areas within the discipline. Methodologically, 65% of the studies reviewed have employed the qualitative methodology as opposed to the quantitative and mixed-method approaches, thereby reducing the ability to extrapolate their findings to other populations. The study has thoroughly discussed the implications for public relations scholarship, theory development and practice within Ghana and other emerging contexts.     

A reappraisal of Delphi 2.0 for public relations research

This paper introduces, analyzes, and explains the Delphi method of research, particularly as it applies to the public relations industry. The Delphi technique became known some 50 years ago when the RAND Corporation used it for forecasting. Since then, scholars and forecasters have used it periodically for qualitative explorations into complex issues or domains. The overall purpose of the Delphi is to facilitate formal discussion among selected experts in a given domain around a particular topic; it is particularly useful when those experts cannot easily gather in one place. The method encourages the sharing of diverging worldviews over a few “rounds” or iterations in the hope that the views may converge into some direction around the given topic. For this reason, the Delphi has often been used in situations or environments that tend to be somewhat ambiguous and where interviews and surveys are neither timely nor appropriate.     

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.