The portrayal of public relations in the era of Ivy Lee through the lens of the New York Times

Public relations has and, it appears, always has had an image problem. From public relations’ protohistory, through the rise of the publicist and press agent, the history of the relationship between journalists and public relations practitioners remained rocky. Using the New York Times as a lens, this study seeks to examine, through a qualitative framing analysis (N = 106), how public relations was perceived and discussed by one of its most important audiences, the journalist, during the early years of the twentieth century. The study found that while the tasks and media used in the practice of public relations as framed by the Times may be accurate, the cultural context of the early 20th century called the very “doing” of public relations into question.     

Understanding how health journalists judge public relations sources: A rules theory approach

The research presented here offers public relations practitioners and scholars insight about how health journalists (N = 598) view practitioners and evaluate the appropriateness of public relations materials by public relations source (e.g., nonprofit, government). Also assessed are differences in journalist perceptions according to medium (e.g., newspapers, magazines) and market (e.g., national, metropolitan). Rules theory guides the analysis, allowing practitioners to discern journalists’ general and specific rules for accepting publicity materials. Findings show that health journalists are least accepting of material from businesses and federal government agencies. Newspaper and freelance health journalists are more reluctant to use public relations materials than are other journalists.     

Dutch public relations practitioners and journalists: Antagonists no more

The increasing interdependence of public relations and journalism and the demands they make on each other raise the question how they perceive and evaluate each other. How do they view their roles, methods, relationship, and quality of media reporting on organizations? How do government and business public relations differ in this respect? Our survey of a representative sample of Dutch journalists and public relations practitioners in both government and business (n = 791) showed that while there were differences of opinion between the two professions, these were neither predominantly negative nor fundamental. Our results, therefore, do not confirm the difficult relationship between the press and public relations that was identified in research carried out in the United States between 1970 and 1990. Given the Dutch tradition that the government practitioner be a neutral servant of the public interest rather than a spokesperson for the organization, the general absence of differences between government and business public relations was striking. Our findings indicate that government public relations professionals have adopted the same norms and standards as their colleagues in business organizations.     

Are ‘journalists’ own problems’ aggravating their hostility toward public relations?—A study of Korean journalists

Journalists’ own job problems have been found to be detrimental to media recognition of public relations: journalists vent frustration from their worsening job conditions at public relations practitioners. This outlook of occupational psyche casts a shadow over the bright prospect for media recognition of the profession. Journalists’ problems operate outside media relations, thus beyond direct attempts of public relations practitioners at media recognition via enhancing professionalism in their practices. There have been, however, only a few qualitative studies on this significant issue, all pointing to journalists’ occupational psyche running against media recognition. The purpose of this study is to determine quantitatively whether journalists’ own job satisfaction and their envy of public relations practitioners lead to their negative attitude. A survey of 128 Korean off-line journalists was conducted, and its results suggested that occupational psyche has little influence on media attitude—contrary to the findings of previous qualitative studies. For future study, this paper issues a call for cross-country, comparative research on the subject of journalists’ occupational psyche.     

An exploratory study to conceptualize press engagement behavior with public relations practitioners

This study addresses how journalists respond to public relations (PR) practitioners in co-creating value for their audiences. The co-creation perspective is conceptualized by synthesizing extant literature from public relations and relationship marketing, including cultivation strategies in organization-public relationships studies, two-way symmetrical model in excellence theory, intereffication model, service-dominant (S-D) logic of co-creation in marketing, and customer engagement theories. Using long-interview technique with 18 journalists, the study investigates how journalists perceive media relations activities of PR practitioners from a value co-creation dimension. A new theoretical model titled press engagement behavior (PEB) with sub-dimensions in press participation behavior (PPB) and press citizenship behavior (PCB) is proposed. A thirty-item scale is proposed to guide future study on scale development and validation. The proposed new model can explain the context of journalist engagement, enriching the operational value of cultivation strategies in dyadic relationship settings.     

Investigating relationships between journalists and public relations practitioners: Working together to set,frame and build the public agenda, 1991–2004

A content analysis of 413 reports of interviews conducted with 418 journalists from 1991 to 2004 grounded in agenda-setting, framing and agenda-building theories found that journalists giving higher estimates of practitioners’ influence on the news reported having better relationships with practitioners. On average, journalists estimated that 44% of the content of news media in the United States is influenced by practitioners. Journalists who were interviewed in 2002–2004 valued public relations more, but expressed love–hate sentiments as much as those interviewed in 1991–1996. Journalists who had worked 18–45 years reported improving relationships with practitioners more often than journalists with 8 or fewer years of experience. Journalists believed good relationships with practitioners are important, but hold practitioners responsible for them.     

Clientelism and guanxi: Southern European and Chinese public relations in comparative perspective

This paper compares and analyzes the practice of public relations between Southern European countries (Greece, Italy, Portugal, and Spain) and China. The author argues Western countries are not a monolithic entity and there are a number of similarities, mainly focused on the importance of personal relationships, that shape the public relations field in Europe and Asia. A review of the concepts of guanxi and clientelism, both based on the asymmetrical character of relationships based on the abdication by the client of any potential autonomous access to the use of resources and to the setting up of public goods and services, revealed the importance of personal relationships and the emphasis of government relationships at the expense of other publics. Despite the consideration of the Anglo-Saxon symmetrical public relations model as a normative ideal among professionals, persuasive models are prevalent in the public relations practice in these societies.     

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.     

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.     

Blurred lines: German freelance journalists with secondary employment in public relations

Nearly half of all German freelance journalists have a second job, mainly in public relations (PR). This work combination can be problematic, since journalists and PR practitioners have different responsibilities. Working as a journalist entails contributing to the public duties of journalism such as informing the public, offering multiple viewpoints, and representing societal interests; in contrast, PR practitioners must advocate solely in their clients’ interests. Conflicts can arise between these two roles if a freelance journalist is, for instance, required to critically investigate his or her PR client. However, there has been little research on freelance journalists with secondary work in PR. This study seeks to address this gap in research; therefore, we conducted a quantitative online survey among German “PR-journalists”. Our results show that nearly half of the participants take on secondary PR work for financial reasons; however, a similar number of journalists take on PR-work voluntarily, as they find the work interesting and enjoyable. Moreover, participants described their professional identity very similarly to that of German journalists in general. The PR-journalists surveyed were aware of the potential for conflicts of interest arising from their dual role. While such conflicts have been rarely encountered by those in the study sample, most participants assumed that other PR-journalists face such conflicts often, and expressed concern that these conflicts are not handled professionally.     

We have rights too: examining the existence of professional prejudice and discrimination against public relations

This study of a large sample of public relations educators (n = 342) found substantial evidence that professional prejudice and discrimination towards public relations and public relations education exists. More than half (56.6%) of the respondents said they have had a dean, director or department chair who was prejudiced against public relations, and many of these administrators evidently have made use of exaggerations and stereotypes about public relations while criticizing it. Results also suggest this prejudice is more pronounced among print journalists and journalism faculty than it is among other groups of communication educators and practitioners.     

Critical analysis of blogging in public relations

This essay conducts an analysis of blogs as public relations tools. Following an overview of blogs, attention is given to how blogs can be used more effectively by public relations professionals, and how blogs are favored by communication firms and consultants as essential public relations tools. The essay concludes that while blogs have incredible potential as research, framing, and persuasion tools, their utility as a public relations tool is currently limited.     

An examination of the role of online social media in journalists’ source mix

Using telephone surveys of business/financial journalists in the United States (n = 200), this research investigates the agenda-building role of social media content in journalists’ work. Understanding that more non-public relations content from user-generated and social network sites, like YouTube and Twitter, are fast becoming resources for journalists to get story ideas, break scandals, and find sources, we began this scholarly work to determine the frequency of such uses of social media. Overall, findings indicate very little use of social media by these business journalists. Results and implications for public relations practitioners are discussed in detail.     

Spin doctors in the spotlight: Effects of strategic press and publicity coverage on perceptions of political PR

News media often engage in strategy framing when covering politics, including strategic press and publicity coverage coined to express the focus on the media's role in the game of politics, as well as politicians’ calculated publicity and public relations efforts in relation to the media. This study examines the effect of strategic press and publicity coverage on perceptions of political PR once its practitioners and their publicity efforts have become the object of reporting. Drawing on data from two experiments (n = 863), we show how political PR professionals have themselves little to gain from becoming part of the story.     

Empowering the activist: Using framing devices on activist organizations’ web sites

The researchers analyzed activist organization web sites to determine the framing techniques employed in their public relations messages. The macro framework for this study was based on the work of sociologists David Snow and Robert Benford, who focus on how social activist organizations frame their messages. At the micro level, the researchers examined the web sites for the presence or absence of five devices identified by Gamson and Modigliani (American Journal of Sociology 1989;95:1–37) as commonly used when framing issues.     

Identifying the best practices of media catching: A national survey of media relations practitioners

Web-based services, like Help-A-Reporter-Out (HARO), that allow journalists to send content requests to a multitude of public relations agents are becoming more popular among media relations practitioners. The purpose of this study is to examine how practitioners are using HARO and to measure success rates of media placements against the proposed best practices of “media catching”. An online survey (n = 110) was conducted of members of Public Relations Society of America who identified themselves as working in media relations. Analysis revealed five best practices that had a positive significant correlation to journalist response rates and placement success rates. The results also indicated what media outlets practitioners preferred to reply to using the HARO service. As more practitioners are integrating media catching services in their daily routine, it is important to ensure they are employing best practices in order to develop and maintain positive working relationships with journalists.     

Ethical grounds for public relations as organizational rhetoric

Organizational rhetoric is critically questioned for ethics of its strategic processes and aspirational goal of persuasive, inescapably self-interested influence. Such critique pits strategic engagement needed for self-governance against self-interested framing (spin) and other dysfunctions. This theoretical essay takes stock of research literature to evaluate the ethics of organizational rhetoric, as rationale for public relations, and justify shifting from a strategic functional to an ontological, agonistic view of public relations. Relevant literature justifies the ethics of fairness (which features regard for others’ interests) to guide rhetorical processes and prefer outcomes as societally responsible. From classical Greece to postmodern theory of agonism, analysis of rhetoric centers on self-governance: achieved by stakeholders addressing rhetorical problems in rhetorical situations to deliberate strategic legitimatization. The discursive role of public relations intersects ethics of fairness and rhetorical citizenship, advocacy and dialogue, discourse and engagement at individual and societal levels. Public relations should be linked to an ontological ethics regarding strategic means of rhetorical influence toward ends accomplished collectively by agonistic pursuit.     

A comparative analysis of the perception of public relations in Chinese and South Korean newspapers

The study analyzes the major newspapers of China and South Korea to explore how the journalists perceive public relations term which is equivalent to Xuan Chuan in China and Hong-Bo in South Korea. Chinese news considered the primary function of Xuan Chuan to be persuasion, whereas Korean news considered the primary functions of Hong-Bo to be public information and image (reputation) management. Xuan Chuan was more likely to be associated with the government and persuasion, whereas Hong Bo was closely associated with for-profit organizations and image management.     

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.     

A State of Neglect: Public Relations as ‘Corporate Conscience’ or Ethics Counsel

Ryan and Martinson (1983) Ryan, M. and Martinson, D. L. 1983. The PR officer as corporate conscience. Public Relations Quarterly, 28(2): 20–23.  [Google Scholar] and other scholars argued that the corporate conscience role should belong in the public relations function. But, how common is the use of ethics counsel among public relations professionals? This qualitative research found that many public relations practitioners indeed perform the role of ethics counsel or corporate conscience in their organizations. However, a state of neglect of this role exists in terms of education and support—even lacking support among some public relations practitioners! The well-being of both organizations and publics could be enhanced through both academic study and professional attention to public relations managers performing the role of ethics counsel to the dominant coalition.