The public relations contribution to IMC: Deriving opportunities from threats and solidifying public relations’ future

Integrated Marketing Communication (IMC) has been regarded primarily as a marketing concept. However, as an ever more dominant context for communication management, IMC presents opportunities for public relations scholarship's contributions to the discipline, in spite of IMC's recognized threats. This article, which outlines the state of the fields of IMC and public relations literature, proposes the way public relations roles in relationship cultivation and organizational behavior uniquely contribute to IMC, and, at the same time, establish management roles for public relations. This article also addresses three challenges facing public relations research in integration by providing a better definition of IMC, establishing relationship cultivation as a critical point in the theoretical convergence of public relations and IMC, and providing a framework through which to conceptualize communication structures.     

Developing ethical approaches to data and civil society: from availability to accessibility

This research note reflects on the gaps and limitations confronting the development of ethical principles regarding the accessibility of large-scale data for civil society organizations (CSOs). Drawing upon a systematic scoping study on the use of data in the United Kingdom (UK) civil society, it finds that there are twin needs to conceptualize accessibility as more than mere availability of data, as well as examine the use of data among CSOs more generally. In order to deal with the apparent “digital divide” in UK civil society – where, despite extensive government rhetoric about data openness, organizations face not only the barriers of limited time, funds, and expertise to harness data but also the lack of representation within existing data – we present a working model in which ethical concerns accompanying data utilization by civil society may be better accounted. This suggests there is a need for further research into the nexus of civil society and data upon which interdisciplinary discussion about the ethical dimensions of engagement with data, particularly informed by insight from the social sciences, can be predicated.     

Language,gender and political symbolics: Insights from citizen digital discourses on gender-sensitive language in Serbia

The topic of gendered language policy has engaged the public for decades, while at the same time becoming increasingly theoretically marginal in the gender and language field. The recent public debates in many parts of Europe, however, highlight the new frames of the topic in the era of rising authoritarian and right-wing discourses, which make notions of ‘gender ideology’ a central symbolic point in neo-nationalist rhetoric. As a hub of this ‘gender trouble’, Eastern European societies have lately attracted particular public attention, but they remain among the least explored in the field. This paper stresses that the complexity of discourses in the post-socialist, post-‘transition’ societies, along with their specific structural-linguistic features, promises rich grounds to assess the newly shifting discourses around gender and language policy in Europe. The study contributes to this research direction by employing a corpus-based, discourse-analytic approach to analyse the media representations, and particularly the citizen responses, in Serbia, which has recently witnessed intense debates on gender, language and politics. The analysis reveals clear trajectories with the discourses described in earlier research, but also some shifting foci pertaining to questions of ‘true science’, distrust of authority and wider social crisis, pointing to emerging global challenges in gender and language research.     

Using portable computers in home visits: Effects on programs, data quality, home visitors and caregivers

Collecting and using high-quality data related to participant outcomes are critical for monitoring program quality in home visitation programs for child abuse and neglect prevention, as well as for efforts to improve effectiveness and use limited funds efficiently. An evaluation was conducted to determine the impact of using portable computers to record data from standardized screening tools during home visits. Six home visiting agencies participating in the Early Years Home Visitation Outcomes Project of Wisconsin implemented computerized screenings with wireless uploading of data to a state public health database. Using portable computers saved agencies time and money on all four screening tools tested, with significant cost savings (p < 0.05) on three of the four tools, as compared to paper-and-pencil administration of screenings and manual data entry. The average time used per screening dropped between 9 and 63 min, saving agencies between $2 and $14 per screening administration. Screening completion was also higher when portable computers were used for data capture. There was little effect on home visitors' perceptions of the ease of data collection or their interactions with families being served. The use of portable computers to collect standard screening data holds promise for the field of home visitation.     

Evidence from the field: Findings on issues related to planning,implementing and evaluating gender-based programs

An Initiative of the United States Department of Health and Human Services’ Office on Women's Health (OWH), Coalition for a Healthier Community (CHC), supports ten grantees across the U.S. in the implementation of gender-based health interventions targeting women and girls. A national evaluation is assessing whether gender-focused public health systems approaches are sustainable and cost effective in addressing health disparities in women and girls. To inform the evaluation, a systematic examination was conducted of literature in both the public and private sector designed to track, assess, understand, and improve women's health, public health systems approaches, and the cost-effectiveness and sustainability of gender-based programs. A two-person team assured the quality of the results following the review of abstracts and full-text articles. Of 123 articles meeting eligibility criteria (See inclusion criteria described in Section 2.2 below), only 18 met inclusion criteria specific to a focus on a systems approach, cost-effectiveness and/or sustainability. Studies assessing systems approaches suggested their effectiveness in changing perceptions and increasing knowledge within a community; increasing involvement of local decision-makers and other community leaders in women's health issues; and increasing community capacity to address women and girls’ health. Further evaluation of the cost-effectiveness and sustainability of gender-based approaches is needed.