Field Dynamics and Public Relations Theory: Toward the Management of Multiple Publics

This article expands on the theoretical idea that public relations should be a two-way symmetrical process in which organizations use principles of communication, negotiation, and conflict resolution to manage relationships with strategic publics. We point out that the symmetrical model is two-way and does not explain the situation in which an organization must communicate with multiple publics about a problem. In the typical public relations case, the organization carries on a public debate with at least one relevant public in front of numerous other publics. This article adapts the method of field dynamics for assessing the relative positions of publics and organizations. The method makes it possible to compare organizations and publics on the dimensions of dominance—submissiveness, friendly-unfriendly, and group versus self-orientation. We compare our method with the situational theory of publics, co-orientation, and cultural analysis—all of which have been used in public relations theory and research. We then apply field dynamics to a dispute with Native Americans in Wisconsin and suggest intervention strategies for dealing with the dispute.     

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 perceptions of public relations

Public relations has been portrayed in the media in a consistently negative manner over several decades, providing images that may become part of public perceptions. Perceptions about public relations affect the perceived credibility of the profession and influence whether people see public relations as valuable to society. Second-level agenda setting and cultivation theories purport that mass media contribute to beliefs about social reality by creating a cumulative, general consciousness upon which assumptions and judgments are based, suggesting that public perceptions about public relations would match media portrayal. Results of a telephone survey found public relations is perceived more positively than media portrayal would suggest. Respondents viewed public relations as an important activity that benefits society by providing information and disagree that it is damage control, an attempt to hide or disguise something, or a non-substantive activity. However, public relations is associated with publicity, media relations, and the attempt of an organization to advance its own agenda.     

Exploring the Connection Between Organizational Identity and Public Relations Behaviors: How Symmetry Trumps Conservation in Engendering Organizational Identification

One way for organizations to survive in the increasingly complex and competitive world may be to maintain or “conserve” a strong organizational identity, which often is expressed in organizational mission statements. Framed by literature in business communication, university development, and public relations behaviors (formerly public relations models), this article explores how organizations may use public relations behaviors to create, maintain, and strengthen their identities. Findings indicated that, in the effort to engender stakeholder identification with their organizations, public relations practitioners are better served attempting to do so using symmetrical communication, as opposed to conserving communication.     

实习生法律地位探究及其权益保护机制的构建

每年我国有大量的实习生参与各种工作,当然也会遇到各种纠纷。然而目前我国法律却从未明确规定过实习生的法律地位,在实习生与用人单位发生争议甚至工伤时,各地的纠纷解决和赔偿适用也各不相同。文章从实习关系与劳动关系的特征比较入手,分析了实习关系与劳动关系、劳务关系的异同,论证了实习关系应当是一种特殊的劳动关系,以及将实习关系列入特殊劳动关系立法的合理性,并提出了完善实习关系,减少争议的方法。     

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.     

Anthony Giddens and public relations: A third way perspective

In the article, the main theories of Anthony Giddens (structuration and late modernity theory) are presented and applied upon public relations. A review shows that there have been few attempts to use these theories in public relations. The analysis states that using Giddens leads to a questioning of the dichotomy between instrumental agency-oriented theories that neglects power structures as well as critical theories that only views public relations as hidden strategic action used by elites to dominate the public sphere. The conclusion is that there are two major arguments for applying Giddens to public relations: (1) the theory of late modernity may enhance our understanding of public relations as an evolving practice in socio-historical and spatial terms; (2) the structuration theory enhances the holistic understanding of how public relations communication, interpreted as a process, may be used both as a reproductive and a transforming social instrument. Giddens theory may in other words be used as a “third way public relations theory”.     

Acceptance of democracy and public relations: Attitudes in a transitional country

The study explores the relationship between acceptance of democracy and opinions about public communication used by the private sector in television newscasts in Croatia, a country transitioning to democracy. A survey administered to students at a large University in Zagreb found inconsistent responses to the items that measured acceptance of democracy, indicating that young Croatians in the study may still be in a political “gray zone” and may not have a full understanding of the precepts of democracy. However, there was a positive correlation between opinions about public relations media practices and acceptance of democracy. The study suggests that it is not enough to use a theoretical framework of global public relations that characterizes a country as a democracy or not, but rather to recognize that democratization is a process. Many people in transitional societies may be closer on the continuum to traditional communist points of view than to newer democratic views; such understanding can help provide a theoretical understanding of transitional public relations.     

Du Pont and Greenpeace: The Dynamics of Conflict Between Corporations and Activist Groups

Public relations makes organizations more effective by building relationships with stakeholders in the environment that have the potential to constrain or enhance the mission of the organization. When stakeholders become activist groups, they become particularly troublesome to organizations because they appeal to the media, government, and other stakeholders to force the organization to change when the organization's response does not satisfy them. Few public relations practitioners have found successful strategies for dealing with activists, but this research on the conflict between Greenpeace and Du Pont suggests that Axelrod's (1984) concept of "Tit for Tat" games from game theory may be effective. Conflicts are resolved most efficiently when the participants develop compatible ground rules. In our case history, however, Du Pont and Greenpeace used incompatible approaches to dispute resolution, dictated by their constituencies. As a result, there was little hope that the two sides could agree on ground rules for discussing the conflict, much less for resolving the issues. Although Du Pont used a "Tit for Tat" strategy in the conflict, Greenpeace followed a pure zero-sum model that hampered its effectiveness in fostering change. We conclude that both parties may have met their objectives by not resolving the conflict in the end.     

Public relations as “dirty work”: Disconfirmation,cognitive dissonance,and emotional labor among public relations professors

Public relations is among the least-respected professions in the world. Despite this uncomfortable fact, little research has seriously considered that public relations is perceived as a “dirty” profession, and how that perception translates into difficulties for public relations academics. Scholarship has not examined the lived experiences of public relations professors and how we reconcile our sense of self and self-respect in the mixed academic and professional environments that are often (un)intentionally disconfirming to our chosen area of study. Thus, this critical and self-reflexive essay takes up the challenge of dealing with the issues of disconfirmation, cognitive dissonance, and emotional labor that may be experienced by public relations professors in their interactions with colleagues, students, and even family members or friends.     

The propagation of awe: public relations,art and belief in Reformation Europe

Public relations scholarship, so positivistically oriented, has shown little interest in history and the arts. While public relations may or may not be a science, few scholars would deny that PR is an art. The crystallizing potency of the arts, throughout history, offers communication scholars a largely unexplored source for theory development. This metahistorical essay explores the origin of public relations as the propagation of awe, i.e., the strategic use of art, both high and vulgar, as a tool of opinion formation. The essay's focus is on the patronage, objectives and messages of art in the Catholic and Protestant reformations, the prolonged and conflictual era which some historians identify as the origin of modern public opinion.     

No Country Left Behind? Performance Standards and Accountability in US Foreign Assistance

The accountability movement in public policy hails a new programme for US foreign assistance – the Millennium Challenge Account established in 2004 with the aim of ‘picking winners’ for grants among developing countries based on their demonstrated quality of governance. This article uses the MCA's own rating system to dispute its claim to know in advance which countries are best positioned to meet major development goals. High governance scores alone bear little or no relationship to growth in national income or decline in poverty. Attempting to measure public‐policy performance limits the range of choice available to policy‐makers, and may inadvertently limit true performance.     

The write stuff: teaching the introductory public relations writing course

This article provides guidance for an instructor looking to develop or to refine a basic or introductory public relations writing course. The objectives of the public relations writing course are presented along with assignments designed to meet these objectives. A sample grading rubric is provided along with an evaluation of the major public relations writing textbooks and how they cover the various communication tactics used in public relations.     

A theoretical perspective on “fear” as an organizational motivator for initiating public relations activities

This exploratory study identifies the correlation between perceived fear and the public relations activities of an organization. A survey of forty public relations professionals in Florida confirms that fear is a critical causal factor that motivates an organization to initiate or undertake public relations activities. The effect of fear on the public relations activities of an organization differed by public relations area. In addition, there was a gap between perception and actual public relations activities. Crisis and issues management were the areas most affected by perception, but in application media relations was the most practiced.     

“In-awareness” approach to international public relations

The skill of cultural “in-awareness” developed within the field of intercultural communication is applied to international public relations to understand culture’s influence on the communication function of public relations. The goal of the in-awareness approach is to expose hidden cultural assumptions and expectations that plague international public relations and allow one to explore national and cultural differences between clients and practitioners in a systematic and nonthreatening manner. A three-tiered framework is presented based on a country profile, cultural profile, and communication profile. The country profile provides a broad outline of what may be feasible within a particular country, while the cultural profile speaks to what may be effective in that country. The communication profile further refines cultural generalities by delineating culturally-based communication behaviors that underlie common public relations practices. By examining the communication profiles of both the practitioner and client, one can see how cultural communication differences translate into culturally-defined expectations and assumptions about specific public relations activities.     

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.     

Foreign Policy and the Domestic Worker

In 2009, following numerous high profile abuse cases, the Indonesian government placed a moratorium on its citizens taking up employment in Malaysia as domestic workers. From the perspective of feminist International Relations, the emergence of migrant domestic work as a foreign policy concern between these two states is significant – exposing a relationship between foreign policy and the webs of transnationalized social relations of reproduction that underpin the development prospects of middle to low income states. In this article I utilize the example of the Malaysia–Indonesia dispute in order to develop some tentative suggestions concerning the possibility of integrating an analysis of transnational social relations of reproduction into foreign policy analyses. The article initially overviews how the dispute is widely understood in relation to Indonesia's turn to a more democratic foreign policy. The inadequacy of such a reading is explored further. The article suggests that the above-mentioned dispute should rather be understood in relation to the specific configurations of productive–reproductive relations that underpin migratory flows and the role of Indonesia and Malaysia as ‘regulatory’ states involved in the establishment of return-migration systems in which women migrants are viewed as economic commodities and policed via a range of state-sanctioned practices (including commitments to anti-trafficking).     

Public relations and artificial intelligence: It’s not (just) about robots

Organizations of all kinds, as well as their in-house or agency public relations teams, increasingly co-opt Artificial Intelligence (AI) to enhance their capabilities. This paper examines a relatively new topic that has received little scholarly attention: the growing relationship between AI and public relations. It outlines several key roles that AI may play in future, based on trends in other industries, and considers the implications for public relations practitioners, their clients and employers. It therefore launches a dialogue about the diversity and extent of AI’s uses in public relations practice. The paper argues that, to date, commentators have placed too much emphasis on AI’s potential for task automation; AI’s broader technological, economic and societal implications for public relations warrant greater critical attention. This does not imply that practitioners need become expert technologists; rather, they should develop a sufficient understanding of AI’s present and potential uses to be able to offer informed counsel.     

Using dialogue to build organization–public relationships,engage publics,and positively affect organizational outcomes

The study and practice of public relations continues to explore the many benefits accrued when organizations adopt a relational approach to public relations management. One area that is relatively unexplored in the relationship management literature is the role of dialogue in organization–public relationships. Historically, scholars have focused dialogic research on either interaction – where an organization and a public exchange information – or a debate – where organizations and public engage in a process of statement counterstatement. The current investigation explores the notion of dialogue and examines the ways in which relationship attitudes and dialogue may positively affect key public member evaluations and behavioral intent. The results suggest that both relationship attitudes and dialogue positively affect respondent evaluations of and intended behaviors toward an organization. The implications of the findings are presented and suggestions for managing organization–public relationships are considered.     

2010 Practice Analysis: Professional competencies and work categories in public relations today

Without question, the profession of public relations has changed greatly over the years, but the practice of that profession has remained unchanged in the last half century. The 2010 Practice Analysis conducted by the Universal Accreditation Board as a follow-up to its 2000 study examines professional competencies and work categories in current public relations practice. Results indicate that knowledge, skills, and abilities (i.e., professional competencies) for public relations practice in 2010 centered on general business skills, media relations, and theoretical knowledge. The strategic planning process of research, planning, implementation, and evaluation, as well as public relations ethics and legal issues, were connected to both general business skills and media relations. Four groupings of work categories in 2010 were public relations management, issues management, corporate communications, and media relations; each of these work category groupings reflected clear areas of extant public relations scholarship, suggesting that the theory and practice of public relations may be closer to each other than is commonly decried.