Search

In a constantly changing socio-political environment, organizations tend to develop and maintain a good public image. This can be done by adopting a communication policy. This strategic tool allows to control communication flows both internally and externally, notably in a technological context affecting the circulation of information. The author examines the properties of this policy, the methods of its elaboration and its implementation.

Highlights • Digital and social media are reported to be the most important communication channels. • However, practitioners report low to moderate skills in using social media. • Practice focus is on technical skills, tactics, and one-way messaging. • Therefore, major gaps exist between practice and theory. • Future directions for theory and practice are explored. Abstract A number of studies of the knowledge, skills and abilities (KSAs), competencies and capabilities of public relations and communication professionals have been carried out in the USA, UK and other countries. However, most have not engaged to any significant extent with literature in the human resource development field which specializes in defining and developing these characteristics. Also, few studies to date have related the KSAs, competencies and capabilities of practitioners to the key activities of public relations and communication management required for the future. This article presents findings and analysis from a regional survey conducted in 22 Asia-Pacific countries in 2017/18 that compared, for the first time, the capabilities of practitioners in relation to activities identified as the most important over the next three years. This data, and comparison with equivalent regional surveys in Europe and Latin America, confirm a gap in capabilities in relation to key communication activities and suggest a gap in theory as well as practice. The findings and conclusions present a challenge for higher education and professional development for public relations and communication management and point to potential future directions in theory building. [ABSTRACT FROM AUTHOR]

Highlights • Crisis team members at the P-12 level face challenges created by media interest in school crisis events. • Sensationalism, seeking alternative routes to information, and framing are key challenges school crisis team members face in working with the media. • Administrators focus on creating media plans and building relationships with the media pre-crisis. • Post-crisis, crisis team members develop messages focused on being accurate but guarded, and communicating reassurance and reunification. Abstract Schools at the P-12 level increasingly face crises related to school shootings, violence, and other tragedies. Understanding the communication challenges schools face is paramount to assisting schools with communication before, during, and after crisis events. The current study focuses on the challenges created by media interest in such crises and the strategies implemented to overcome these challenges and provide responsible information to stakeholders. Interviews conducted with 21 school crisis teams at the P-12 level revealed that sensationalism, seeking alternative routes to information, and framing were key challenges in working with the media. In light of these challenges, administrators focused on creating media plans, building relationships with the media, being accurate but guarded, and communicating reassurance and reunification. Implications are discussed for school districts nationally. [ABSTRACT FROM AUTHOR]

Highlights • Based on an online survey of a random sample of the PRSA membership, this study is among the first to explore practitioners' own turnover intention. • Supportive organizational environment, trust, and work-life enrichment directly affected practitioners' decision to stay. • Other contributing factors than work environment, trust, and work-life enrichment should also be examined in future studies. • It is also critical to explore individual' nuanced experiences and develop communication strategies targeted toward different demographics. • Top management, internal communication managers, and industry leaders can play an instrumental role in using the results of the study. Abstract Based on an online survey of a national random sample of the PRSA membership (n = 650), this study is among the first to explore public relations employees' own turnover intention and propose three contributing factors for employers to keep top talent in PR industry: a family-supportive organizational environment; the positive, enriching impact of professional work upon practitioners' life; and PR practitioners' trust toward employers. Theoretical and practical implications are discussed. [ABSTRACT FROM AUTHOR]

The amount of internal communication research has flourished during the past decade, and scholars have examined the role of internal communication in affecting employee and organizational outcomes. Despite the increasing literature, knowledge, and research of internal communication in Latin America is largely missing. Given this reality, this study explored the status of internal communication in Latin America through the lens of 20 experienced internal communication professionals from nine Latin American countries. Taking a multi-iteration consensus-building approach, this Delphi study enabled the expert panel to individually elaborate and collectively evaluate shared observations regarding the definition, characteristics, importance, and current reality of the field. Specifically, this study examined how practitioners define and understand internal communication, the skills and knowledge needed to perform internal communication, the value of internal communication, and the state of internal communication practice in Latin America. The findings of the current study enriched and diversified the extant body of knowledge that is U.S. and European-centered. • Examined internal communication practices in nine Latin American countries. • Top knowledge and skills needed for internal communication were presented. • Practitioners recognized the strategic value of internal communication. • Internal communication in Latin America has progressed in the past decade. • Measurement remains overlooked for many organizations in Latin America. [ABSTRACT FROM AUTHOR]

The main objective of this article is to analyze the promotional communication on OP (organic products) market, considering some aspects of the announcement, eco-label, message, advertising, sales promotion, public relations and participation in fairs and exhibitions. It is based on the investigation of secondary sources of specialized literature regarding promotional communication techniques used in the market of organic food products. The paper highlights that implementation of several promotional communication strategies is vital in terms of raising people awareness in OP market. It explores factors that determine the success or failure of a promotional communication campaign in OP market as well. [ABSTRACT FROM AUTHOR]

In this paper we investigate the similarities and possible convergence between public relations and cultural diplomacy in the work of the Indonesian Consulate General in Perth, Western Australia. Using a qualitative research approach, interviews were held with Consulate staff and heads of Indonesian organizations based in Western Australia. The findings show that the Consulate General does perform a public relations role through its culturally based communication practices. Indonesian community organisations liaise with the Consulate General and its publics, and effectively serve as a communication channel to the Indonesian citizens in Perth. Balai Bahasa Indonesia Perth, is an example of an international actor performing cultural diplomacy on behalf of Indonesia. The research concludes that cultural diplomacy is another form of public relations, in which two-way symmetrical communication and mutual understanding are pursued. [ABSTRACT FROM AUTHOR]

The study introduces an interaction-based model that illustrates the iterative process of corporate responsiveness to social pressure. The model is then applied to a recent case of international relevance. The study implies that corporate management can apply three types of management approaches when managing relations with society, depending on their perception of social pressure: tactic, strategic or no action. This is then reflected in their practice of public relations (PR). Ethical leadership is considered to be manifested by the proactive practice of PR, which aims at mutual understanding between the organisation and the stakeholders. The firm’s interaction with the stakeholders does not guarantee that social pressure would actually be relieved. Rather, PR fails in its task of establishing and maintaining favourable relationships if it does not meet stakeholders’ expectations. Identifying emerging issues, relevant publics and preferable communication methods within a given context is the precondition for strategic, proactive management of stakeholder relations. This is especially relevant in the international business environment where the firm is challenged with increased institutional distance and pressure. [ABSTRACT FROM AUTHOR]

This study develops public relations theory using Aristotelian theory as a foundation and contemporary rhetorical and public relations scholarship to build a framework from which to extend the rhetorical public relations paradigm. This approach adds depth to rhetorically framed public relations theory and offers practical application for public relations scholarship. The article provides an example of how public relations researchers can apply the proposed rhetorical typology to better include the public, thus more fully understanding the audience role in communication relationships. A qualitative analysis of the online dialogue among Avon Breast Cancer 3-Day Walk participants during a time of uncertainty serves as an exemplar for the proposed use of rhetorical theory in public relations research. The key difference in the approach proposed here is the emphasis on the public as partners in the public relations dialogue who help shape rhetorical discourse. In contrast to the organization-centered approach, the public-centered tactic exposes the links as well as the disconnects between organization and public values, underscoring the importance for practitioners to provide meaningful contributions to the public–organization dialogue, creating, negotiating, and codefining meaning with publics. [ABSTRACT FROM AUTHOR]

This article focused on the problem of causal explanations embedded in historical accounts. Using three major theoretical positions - instrumentalism, institutionalism, and structuralism - the analysis produced three different accounts of the same event, CBS's 1970 change in programming policy. Because each position took a different level of analysis with a different degree of abstraction, each historical account implies different root causes for the policy change. The layering of the accounts provides the most accurate historical description and suggests that theoretical and methodological work be undertaken to build an integrated approach. [ABSTRACT FROM AUTHOR]

Presents the development of a communication policy for debt financing. Difference between the priorities of debt security holders and equity holders; Rating services for debt securities; Duties of rating services; Categories of data evaluated before a rating is reached; Considerations that will help the public relations professional mount an effective debt holder communications program.