This document discusses the role of theory in public relations. It summarizes the debate around different models of public relations proposed by scholars like Grunig and Hunt. While Grunig's two-way symmetrical model was once seen as ideal, others have critiqued aspects of it. The document also analyzes a case study of Hamleys toy store bringing live animals into its store, and the public backlash it received, demonstrating the importance of theory for ethical public relations practice in a global, digital environment.
The document discusses Grunig and Hunt's four models of public relations: press agentry, public information, one-way asymmetrical, and two-way symmetrical. It provides definitions of each model, discusses their history, factors of influence, critiques, benefits and downsides, and examples of organizations that use each model and when. The presentation seeks to analyze the models and provide practical examples to broaden understanding of when each could be applied by PR practitioners.
This document provides an overview of public relations including:
- Definitions of public relations from Lee and Edwards, Louis Bernays, and the PRSA.
- The objectives of PR including creating awareness, acceptance, trust, image, cooperation, and recognition.
- The advantages of PR such as credibility, reach, and cost effectiveness.
- The disadvantages including lack of direct control, difficulty measuring success, and lack of guaranteed results.
- The importance of PR in building brand values, community relations, and brand image.
- The roles of PR management including communication, crisis, relationship, resource, reputation, and risk management.
The document summarizes James Grunig's four models of public relations: 1) The press agentry model uses one-way communication and persuasion to influence audiences. 2) The public information model also uses one-way communication to distribute information about the organization. 3) The two-way asymmetric model uses two-way communication to research publics and persuade them to align with the organization's interests. 4) The two-way symmetric model promotes mutual understanding between an organization and its stakeholders through two-way communication and negotiation.
This document discusses evaluation research approaches for assessing communication strategies that aim to promote advocacy and social change. It outlines different types of evaluation research, including needs assessment, process evaluation, and outcome evaluation. It emphasizes the importance of evaluation research that goes beyond assessing individual projects, to provide critical analysis of contexts, power structures, and long-term social impacts. Evaluation research should seek to understand how projects construct participants and problems, and evaluate success based on objectives defined through dialogue with stakeholders.
Topic proposal the topic i have chosen for my research is how sSALU18
The document proposes a research topic examining how employers' monitoring of employees' social media can influence employee privacy and organizational work environment. It discusses gaps in the literature around how violations of employee privacy on social media negatively impact work environment. The purpose is to qualitatively examine this issue from employees' perspectives. Two research questions are proposed that ask how employer monitoring of social media violates employee privacy and harms organizational climate according to employees. The methodology will involve online surveys and interviews of 20-25 US-based employees.
The document discusses Grunig and Hunt's four models of public relations: press agentry, public information, one-way asymmetrical, and two-way symmetrical. It provides definitions of each model, discusses their history, factors of influence, critiques, benefits and downsides, and examples of organizations that use each model and when. The presentation seeks to analyze the models and provide practical examples to broaden understanding of when each could be applied by PR practitioners.
This document provides an overview of public relations including:
- Definitions of public relations from Lee and Edwards, Louis Bernays, and the PRSA.
- The objectives of PR including creating awareness, acceptance, trust, image, cooperation, and recognition.
- The advantages of PR such as credibility, reach, and cost effectiveness.
- The disadvantages including lack of direct control, difficulty measuring success, and lack of guaranteed results.
- The importance of PR in building brand values, community relations, and brand image.
- The roles of PR management including communication, crisis, relationship, resource, reputation, and risk management.
The document summarizes James Grunig's four models of public relations: 1) The press agentry model uses one-way communication and persuasion to influence audiences. 2) The public information model also uses one-way communication to distribute information about the organization. 3) The two-way asymmetric model uses two-way communication to research publics and persuade them to align with the organization's interests. 4) The two-way symmetric model promotes mutual understanding between an organization and its stakeholders through two-way communication and negotiation.
This document discusses evaluation research approaches for assessing communication strategies that aim to promote advocacy and social change. It outlines different types of evaluation research, including needs assessment, process evaluation, and outcome evaluation. It emphasizes the importance of evaluation research that goes beyond assessing individual projects, to provide critical analysis of contexts, power structures, and long-term social impacts. Evaluation research should seek to understand how projects construct participants and problems, and evaluate success based on objectives defined through dialogue with stakeholders.
Topic proposal the topic i have chosen for my research is how sSALU18
The document proposes a research topic examining how employers' monitoring of employees' social media can influence employee privacy and organizational work environment. It discusses gaps in the literature around how violations of employee privacy on social media negatively impact work environment. The purpose is to qualitatively examine this issue from employees' perspectives. Two research questions are proposed that ask how employer monitoring of social media violates employee privacy and harms organizational climate according to employees. The methodology will involve online surveys and interviews of 20-25 US-based employees.
"Public Relations Ethics, “Alternative Facts,” and Critical Thinking, with a Side of Tuna" by Lambiase in Journal of Public Relations Education (JPRE) Vol. 4, Issue 1 Spring 2018
This teaching brief describes a group assignment where students evaluate real-world health communication campaigns developed by the CDC. Students are divided into groups and each analyzes a different CDC campaign. They discuss how the campaign addressed key components of design like research, messaging, and evaluation. They also consider how the CDC communicates about the campaigns on its website. The goal is for students to apply their learning and get experience critically analyzing actual public health campaigns. Student feedback indicates the assignment helps them better understand how theory and research inform strategic health communication in practice.
The document discusses the problem of lack of knowledge about reputation management and its importance. With the rise of social media, public opinions and perspectives shared online can significantly impact the careers of public figures, politicians, and businesses. However, many are unaware of how crucial reputation is or how to effectively manage it. The document outlines key aspects of reputation management and its role in public relations. It also notes that while reputation is difficult to measure, research shows a positive reputation can greatly increase an entity's worth.
Social work student beliefs about social media: Implications for education an...husITa
Social workers and other professionals are increasingly using social media in their professional lives as a way to network, serve clients, share information, or find information. Education about technology and social media in social work is often integrated sporadically in to programs, and based on the comfort level or experience of instructors.
This research aims to understand the beliefs and practices of social work students who have completed a social work field placement in an accredited program. Participants responded to survey questions which explore their beliefs about appropriate use of social media in the workplace, as well as the level of training they received in their academic programs and work sites. This study reports on feedback from over 100 students and recent social work graduates. The data offers information about the use of social media in their personal lives and use in field placements, and offer insight in to the widely disperse beliefs of students about whether and when it is appropriate to search for or engage with clients using social media. Data is shared related to student perceptions of agency beliefs around social media use and the need for ongoing education. Two thirds of respondents check their social media sites multiple times each day, and forty percent are on social media during work hours. A third of them search for clients online. Almost half believe that it is acceptable to search for client information on social media for the sake of curiosity. Despite these figures, half of respondents do not know whether their agency permits seeking out or connecting with clients via social media. Qualitative responses indicate the strong polarized feelings of students about appropriate uses of social media. Implications for training and education are discussed.
This document provides instructions for a two-part assignment in which students create a multimedia story about their transformation from a college student to a communication professional. In part one, students write a structured narrative describing their personal and professional goals grounded in their values. In part two, students translate this narrative into a multimedia presentation using Adobe Spark, learning strategic content creation and digital storytelling. The assignment aims to develop students' problem-solving, creativity, and multimedia storytelling skills for public relations practice.
What do Employers Want? What Should
Faculty Teach? A Content Analysis of
Entry-Level Employment Ads
in Public Relations
ABSTRACT
Public relations remains a popular major at the undergraduate level;
faculty want to provide the best educational experience for their
students to help them secure jobs. This research explores entrylevel
employment ads in public relations as a way to understand
what skills employers want and expect new graduates to have. A
content analysis of 199 entry-level employment ads posted to the
Public Relations Society of America Job Center was conducted.
Major findings include the need for graduates to possess not
only hard skills such as writing but also soft skill abilities, such
as time management, deadline orientation, and collaboration. In
addition, it was found that few job ads specifically request that
future employees have a public relations degree. Finally, although
many of the ads that were examined call for a future employee to
have the skills traditionally associated with the technician role, the
authors suggest a new practitioner role has come into existence.
This role, which bridges the technician and manager, is called
the manager’s apprentice, and it requires knowledge of tactics
and writing, as well as familiarity with measurement, social media
strategy, and data collection.
Effective Communication- Organizational BehaviorTosif Mir
The document discusses how different organizations adapt to different communication media. It analyzes data on employee preferences for communication methods like email, phone calls, and video conferencing. The results show that marketing employees prefer email most while educational institutions prefer face-to-face interactions. Creative jobs were found to be more rewarding with lower effort levels compared to non-creative jobs. Female employees felt less satisfied in their jobs but worked harder and saw themselves as team players compared to males, who were more satisfied but less hardworking.
As social media evolves, a new breed of influencers has arisen with power to spread new ideas and products through their online connections.
The purpose of this study is to explore how Diffusion of Innovations is being used in social media marketing, revealing the ways that the DOI concepts are being used in new ways to market companies more effectively.
This study analyzes similarities and differences between brand-related generally accepted public relations practices in Canada and the United States based on survey results. The document provides background on the study, including its justification and literature review on concepts of brand equity and excellence in public relations. It describes the Generally Accepted Practices in Public Relations (GAP VIII) survey conducted in both countries and aims to identify practices that impact organizational brand equity and how differences could influence the pursuit of public relations excellence.
"Media Relations Instruction and Theory Development: A Relational Dialectical Approach" by Pettigrew in Journal of Public Relations Education (JPRE) Vol. 4, Issue 1 Spring 2018
ABSTRACT:
There has been almost no research in the area of media relations
instruction in the public relations literature. This study seeks to fill a
gap in theory-building in the area of media relations and examines
the state of media relations instruction in today’s public relations
curriculum through a survey of public relations professors. The
author suggests relational dialectical theory as a way to better
understand the relationship between public relations practitioners
and journalists, and proposes a relational dialectical approach
to theory-building and in teaching media relations in today’s
changing landscape.
The document summarizes strategies for maintaining good media relations, especially during times of crisis. It discusses how corporate communications aims to build and protect an organization's reputation and image. Maintaining solid relationships with media in advance is key, as media can help disseminate information to stakeholders. In crisis situations like the Tylenol case, taking proactive steps like conducting media briefings and distributing press kits can help shape media coverage. Overall the document outlines the importance of strategic media relations for achieving corporate communication objectives.
Teaching Digital and
Social Media Analytics:
Exploring Best Practices and Future
Implications for Public Relations Pedagogy
ABSTRACT
One of the growing areas within public relations is digital and social
media analytics. Teaching the use of analytics to communication
students is not new, but studying what is being taught is almost
non-existent. The public relations research literature has supported
exploring the value of data analysis to gain audience insights, to
measure communication strategies, and to evaluate campaign
efforts. The purpose of this study is to explore the ways in which
faculty are teaching social media analytics. Two content analyses
were conducted to explore trends of digital and social media
analytics training. Authors analyzed related course syllabi and a
Twitter chat on the subject sponsored by the AEJMC PR Division
and PRSA Educators Academy. Findings and future implications
in teaching digital and social media analytics for educators and
public relations practitioners are discussed.
This document discusses how to leverage online communities for digital engagement and brand messaging. It outlines an approach that involves identifying relevant online conversations, communities, and influencers related to a brand's proposition and objectives. Data on conversations is analyzed to recommend who to engage with and what messages to use. The goal is to develop creative and measurable engagement campaigns by joining relevant conversations in an authentic way. Metrics are used to identify influential stakeholders and map how information flows between them on a given topic.
This document discusses a study examining how the speed of an organization's response on social media during a crisis affects outcomes. It will analyze case studies to understand how response time and messaging frequency impacted public perception. The literature review found that communicating via Twitter during a crisis leads to better reputation management than blogs or newspapers. However, more research is needed on how quickly information must flow on social media and how response frequency influences effectiveness. The study aims to provide crisis communicators a better sense of the time available before messaging in social media.
The document discusses a study on how social comparison on social media affects self-esteem. It conducted a survey of college students about their social media use and habits of comparing themselves to others. The results showed that most students use social media daily, feel a sense of belonging from groups, and compare aspects of their lives like photos and activities to other students' profiles. A significant portion felt worse about themselves after viewing peers' posts that portrayed desirable social situations. The conclusion is that social media allows people to curate ideal versions of their lives, leading others to unconsciously compare and potentially feel inadequate about their own lives.
This document discusses ethics in strategic and tactical public relations management and how it affects the United States. It begins by defining public relations and explaining that strategic management uses a dialogical approach in studies, while tactical management uses a monological approach. It then analyzes case studies and the positive and negative aspects of both methods. The document discusses how Johnson & Johnson's strategic planning helped it recover from a Tylenol crisis. It concludes that strategic management is more ethical as it allows for more diverse groups to be represented in media studies. However, it can be improved by incorporating more social network analysis. Overall, the document argues strategic public relations management has a more positive impact on society than tactical management.
Chapter 2 - Public Relations Models Through the Agesjbraun128
This document outlines the key learning outcomes and historical progression of public relations models according to Grunig and Hunt. It discusses four main models: press agentry/publicity, public information, two-way asymmetrical, and two-way symmetrical. Notable figures who advanced different models are highlighted, like Ivy Lee who developed the public information model. Major motivations for strategic communication throughout history are also identified, such as recruitment, legitimacy, agitation, advocacy, and profit. The document concludes with a discussion of ethics in public relations.
Vocabulary chapter 1 business communicationdannyjunior
Effective communication strengthens connections between a company and its stakeholders. Globalization refers to businesses operating internationally and globalization of the world economy. Perception is how people understand and interpret things based on their mental impressions. Messages must be delivered, received, and correctly decoded for the intended response from audiences. Social media allows users to share and participate in content creation. Interactive communication allows two-way information flow between users and computers. Ethical dilemmas involve choosing between alternatives that are not clear-cut.
This document provides an overview of several theories related to public relations and communication including: systems theory which discusses how organizations and their environments depend on each other; situational theory which examines how problem recognition, constraint recognition, and involvement impact engagement; social exchange theory which explores how individuals choose strategies based on perceived costs and benefits; diffusion of innovation which explains how new ideas and behaviors are adopted; uses and gratifications theory which considers how and why people use media; and social learning theory which discusses how people learn from examples in mass media and from other people.
This document provides an overview of key concepts in public relations theory, including the basic elements of communication, persuasion vs manipulation, how PR works to attract and direct an audience, and theories about how media and communication influence audiences. It discusses factors like the source and message credibility, the role of opinion leaders, agenda setting and framing, and models for diffusing new ideas and motivating audiences through increasing awareness, ability, and opportunity. The document aims to educate PR professionals on applying communication theory concepts.
"Public Relations Ethics, “Alternative Facts,” and Critical Thinking, with a Side of Tuna" by Lambiase in Journal of Public Relations Education (JPRE) Vol. 4, Issue 1 Spring 2018
This teaching brief describes a group assignment where students evaluate real-world health communication campaigns developed by the CDC. Students are divided into groups and each analyzes a different CDC campaign. They discuss how the campaign addressed key components of design like research, messaging, and evaluation. They also consider how the CDC communicates about the campaigns on its website. The goal is for students to apply their learning and get experience critically analyzing actual public health campaigns. Student feedback indicates the assignment helps them better understand how theory and research inform strategic health communication in practice.
The document discusses the problem of lack of knowledge about reputation management and its importance. With the rise of social media, public opinions and perspectives shared online can significantly impact the careers of public figures, politicians, and businesses. However, many are unaware of how crucial reputation is or how to effectively manage it. The document outlines key aspects of reputation management and its role in public relations. It also notes that while reputation is difficult to measure, research shows a positive reputation can greatly increase an entity's worth.
Social work student beliefs about social media: Implications for education an...husITa
Social workers and other professionals are increasingly using social media in their professional lives as a way to network, serve clients, share information, or find information. Education about technology and social media in social work is often integrated sporadically in to programs, and based on the comfort level or experience of instructors.
This research aims to understand the beliefs and practices of social work students who have completed a social work field placement in an accredited program. Participants responded to survey questions which explore their beliefs about appropriate use of social media in the workplace, as well as the level of training they received in their academic programs and work sites. This study reports on feedback from over 100 students and recent social work graduates. The data offers information about the use of social media in their personal lives and use in field placements, and offer insight in to the widely disperse beliefs of students about whether and when it is appropriate to search for or engage with clients using social media. Data is shared related to student perceptions of agency beliefs around social media use and the need for ongoing education. Two thirds of respondents check their social media sites multiple times each day, and forty percent are on social media during work hours. A third of them search for clients online. Almost half believe that it is acceptable to search for client information on social media for the sake of curiosity. Despite these figures, half of respondents do not know whether their agency permits seeking out or connecting with clients via social media. Qualitative responses indicate the strong polarized feelings of students about appropriate uses of social media. Implications for training and education are discussed.
This document provides instructions for a two-part assignment in which students create a multimedia story about their transformation from a college student to a communication professional. In part one, students write a structured narrative describing their personal and professional goals grounded in their values. In part two, students translate this narrative into a multimedia presentation using Adobe Spark, learning strategic content creation and digital storytelling. The assignment aims to develop students' problem-solving, creativity, and multimedia storytelling skills for public relations practice.
What do Employers Want? What Should
Faculty Teach? A Content Analysis of
Entry-Level Employment Ads
in Public Relations
ABSTRACT
Public relations remains a popular major at the undergraduate level;
faculty want to provide the best educational experience for their
students to help them secure jobs. This research explores entrylevel
employment ads in public relations as a way to understand
what skills employers want and expect new graduates to have. A
content analysis of 199 entry-level employment ads posted to the
Public Relations Society of America Job Center was conducted.
Major findings include the need for graduates to possess not
only hard skills such as writing but also soft skill abilities, such
as time management, deadline orientation, and collaboration. In
addition, it was found that few job ads specifically request that
future employees have a public relations degree. Finally, although
many of the ads that were examined call for a future employee to
have the skills traditionally associated with the technician role, the
authors suggest a new practitioner role has come into existence.
This role, which bridges the technician and manager, is called
the manager’s apprentice, and it requires knowledge of tactics
and writing, as well as familiarity with measurement, social media
strategy, and data collection.
Effective Communication- Organizational BehaviorTosif Mir
The document discusses how different organizations adapt to different communication media. It analyzes data on employee preferences for communication methods like email, phone calls, and video conferencing. The results show that marketing employees prefer email most while educational institutions prefer face-to-face interactions. Creative jobs were found to be more rewarding with lower effort levels compared to non-creative jobs. Female employees felt less satisfied in their jobs but worked harder and saw themselves as team players compared to males, who were more satisfied but less hardworking.
As social media evolves, a new breed of influencers has arisen with power to spread new ideas and products through their online connections.
The purpose of this study is to explore how Diffusion of Innovations is being used in social media marketing, revealing the ways that the DOI concepts are being used in new ways to market companies more effectively.
This study analyzes similarities and differences between brand-related generally accepted public relations practices in Canada and the United States based on survey results. The document provides background on the study, including its justification and literature review on concepts of brand equity and excellence in public relations. It describes the Generally Accepted Practices in Public Relations (GAP VIII) survey conducted in both countries and aims to identify practices that impact organizational brand equity and how differences could influence the pursuit of public relations excellence.
"Media Relations Instruction and Theory Development: A Relational Dialectical Approach" by Pettigrew in Journal of Public Relations Education (JPRE) Vol. 4, Issue 1 Spring 2018
ABSTRACT:
There has been almost no research in the area of media relations
instruction in the public relations literature. This study seeks to fill a
gap in theory-building in the area of media relations and examines
the state of media relations instruction in today’s public relations
curriculum through a survey of public relations professors. The
author suggests relational dialectical theory as a way to better
understand the relationship between public relations practitioners
and journalists, and proposes a relational dialectical approach
to theory-building and in teaching media relations in today’s
changing landscape.
The document summarizes strategies for maintaining good media relations, especially during times of crisis. It discusses how corporate communications aims to build and protect an organization's reputation and image. Maintaining solid relationships with media in advance is key, as media can help disseminate information to stakeholders. In crisis situations like the Tylenol case, taking proactive steps like conducting media briefings and distributing press kits can help shape media coverage. Overall the document outlines the importance of strategic media relations for achieving corporate communication objectives.
Teaching Digital and
Social Media Analytics:
Exploring Best Practices and Future
Implications for Public Relations Pedagogy
ABSTRACT
One of the growing areas within public relations is digital and social
media analytics. Teaching the use of analytics to communication
students is not new, but studying what is being taught is almost
non-existent. The public relations research literature has supported
exploring the value of data analysis to gain audience insights, to
measure communication strategies, and to evaluate campaign
efforts. The purpose of this study is to explore the ways in which
faculty are teaching social media analytics. Two content analyses
were conducted to explore trends of digital and social media
analytics training. Authors analyzed related course syllabi and a
Twitter chat on the subject sponsored by the AEJMC PR Division
and PRSA Educators Academy. Findings and future implications
in teaching digital and social media analytics for educators and
public relations practitioners are discussed.
This document discusses how to leverage online communities for digital engagement and brand messaging. It outlines an approach that involves identifying relevant online conversations, communities, and influencers related to a brand's proposition and objectives. Data on conversations is analyzed to recommend who to engage with and what messages to use. The goal is to develop creative and measurable engagement campaigns by joining relevant conversations in an authentic way. Metrics are used to identify influential stakeholders and map how information flows between them on a given topic.
This document discusses a study examining how the speed of an organization's response on social media during a crisis affects outcomes. It will analyze case studies to understand how response time and messaging frequency impacted public perception. The literature review found that communicating via Twitter during a crisis leads to better reputation management than blogs or newspapers. However, more research is needed on how quickly information must flow on social media and how response frequency influences effectiveness. The study aims to provide crisis communicators a better sense of the time available before messaging in social media.
The document discusses a study on how social comparison on social media affects self-esteem. It conducted a survey of college students about their social media use and habits of comparing themselves to others. The results showed that most students use social media daily, feel a sense of belonging from groups, and compare aspects of their lives like photos and activities to other students' profiles. A significant portion felt worse about themselves after viewing peers' posts that portrayed desirable social situations. The conclusion is that social media allows people to curate ideal versions of their lives, leading others to unconsciously compare and potentially feel inadequate about their own lives.
This document discusses ethics in strategic and tactical public relations management and how it affects the United States. It begins by defining public relations and explaining that strategic management uses a dialogical approach in studies, while tactical management uses a monological approach. It then analyzes case studies and the positive and negative aspects of both methods. The document discusses how Johnson & Johnson's strategic planning helped it recover from a Tylenol crisis. It concludes that strategic management is more ethical as it allows for more diverse groups to be represented in media studies. However, it can be improved by incorporating more social network analysis. Overall, the document argues strategic public relations management has a more positive impact on society than tactical management.
Chapter 2 - Public Relations Models Through the Agesjbraun128
This document outlines the key learning outcomes and historical progression of public relations models according to Grunig and Hunt. It discusses four main models: press agentry/publicity, public information, two-way asymmetrical, and two-way symmetrical. Notable figures who advanced different models are highlighted, like Ivy Lee who developed the public information model. Major motivations for strategic communication throughout history are also identified, such as recruitment, legitimacy, agitation, advocacy, and profit. The document concludes with a discussion of ethics in public relations.
Vocabulary chapter 1 business communicationdannyjunior
Effective communication strengthens connections between a company and its stakeholders. Globalization refers to businesses operating internationally and globalization of the world economy. Perception is how people understand and interpret things based on their mental impressions. Messages must be delivered, received, and correctly decoded for the intended response from audiences. Social media allows users to share and participate in content creation. Interactive communication allows two-way information flow between users and computers. Ethical dilemmas involve choosing between alternatives that are not clear-cut.
This document provides an overview of several theories related to public relations and communication including: systems theory which discusses how organizations and their environments depend on each other; situational theory which examines how problem recognition, constraint recognition, and involvement impact engagement; social exchange theory which explores how individuals choose strategies based on perceived costs and benefits; diffusion of innovation which explains how new ideas and behaviors are adopted; uses and gratifications theory which considers how and why people use media; and social learning theory which discusses how people learn from examples in mass media and from other people.
This document provides an overview of key concepts in public relations theory, including the basic elements of communication, persuasion vs manipulation, how PR works to attract and direct an audience, and theories about how media and communication influence audiences. It discusses factors like the source and message credibility, the role of opinion leaders, agenda setting and framing, and models for diffusing new ideas and motivating audiences through increasing awareness, ability, and opportunity. The document aims to educate PR professionals on applying communication theory concepts.
This document provides a case study and public relations plan to ban boxing in the UK. It begins with background on boxing in the UK, the role of the media in the debate, and analysis of public opinion. It then outlines a 4-year PR campaign to raise awareness of boxing dangers and lobby for a ban. The plan includes objectives, publics, messaging, strategies, tactics, stakeholders, timelines and an evaluation process. It analyzes persuasion theories that could be used, including Aristotle's model of communication, balance theory, and the elaboration likelihood model. The goal is to change public attitudes towards boxing and its risks by providing facts, stories, and counterarguments regarding injuries and fatalities in the sport.
1. In 1994, Intel's Pentium chip was found to have a malfunction that caused errors in calculations.
2. Intel's CEO refused to replace chips unless consumers could prove the specific malfunction, damaging Intel's reputation.
3. After being forced to replace over $420 million worth of chips, Intel ran newspaper ads sincerely apologizing and agreed to replace chips free of charge to regain customer trust and satisfaction.
Lean some simple approaches to understanding your social media fan base, driving internal recognition of that value, and across multiple social media embassies.
1. The document discusses the need for public relations research to embrace social theory and a constructivist perspective to better understand how PR works in society. It proposes focusing on consequences rather than just effectiveness, and examining the social and cultural context of organizations.
2. Key concepts discussed include trust, legitimacy, reflection, power, behavior, and the constitutive effects of language and communication. Research should build from social theory and view organizations as operating within social fields.
3. The conclusion calls for embracing diversity and balancing consistency with the wisdom of varied voices, in order to help organizations handle complexity and social change.
This document outlines various theories and components relevant to developing a public relations plan. It discusses relationship theories, influential theories like social exchange theory and social learning theory, and media theories like uses and gratifications theory and agenda setting theory. It also describes the basic components of a PR plan, including an opportunity/challenge statement, situation analysis, goal statement, target audiences, objectives, strategies, tactics, evaluation measures, timeline, and budget. Finally, it lists the 11 core components that should be included in any PR plan.
This document discusses strategies for effective public relations (PR) campaigns. It suggests focusing on human interest angles and showing how a brand plays a role in consumers' lives. Successful PR formulas align brand needs with content creativity. Recent examples demonstrate using celebrities and digital campaigns to establish brands. Key trends include media focusing on celebrities, influencer recommendations, social causes, and engaging youth. Effective PR news covers long-term brand building, research, innovations, real stories, and celebrity events. The document stresses the importance of content strategy and creativity to change habits and build credibility.
Relaciones Públicas: Conceptos, práctica y críticas - L'ETANGLuciano Galperin
Este documento presenta el índice de un libro sobre relaciones públicas escrito por Jacquie L'Etang. El libro ofrece una introducción crítica a los conceptos y temas clave de las relaciones públicas desde una perspectiva interdisciplinar y promueve el pensamiento crítico. El índice incluye 12 capítulos que cubren temas como la definición de la disciplina, la ética, los medios de comunicación, la comunicación organizativa y las relaciones públicas en un contexto globalizado. Cada capítulo presenta definiciones conceptuales j
Crisis And Strategy Management - James Grunig / MAMDifusão Editora
Apresentação ministrada pelo consultor e pesquisador norte-americano James Grunig durante mesa-redonda com executivos brasileiros realizada em 04/08 no Museu de Arte Moderna de São Paulo - MAM. O evento celebrou o lançamento do livro "Relações Públicas: teoria, contexto e relacionamentos", que serviu como base para a elaboração do conteúdo da palestra.
James Grunig developed the four models of public relations: 1) Press agentry/publicity model uses propaganda and one-way communication to influence audiences. 2) Public information model distributes information through press releases. 3) Two-way asymmetrical model uses persuasion and manipulation through two-way communication to influence audiences. 4) Two-way symmetrical model uses two-way communication to promote mutual understanding between organizations and their publics. The models are used by different types of organizations, with the public information model being most common in the U.S. at 50% and the two-way symmetrical model least common at 15%.
Chapter two perspectives in management completeRam Kumar
The document discusses the evolution of early management theories from antiquity to modern times, including classical approaches like scientific management pioneered by Frederick Taylor which emphasized standardization, time studies, and incentives to increase efficiency. It also examines behavioral and quantitative perspectives and integrative frameworks incorporating different situational factors. The theories aimed to enhance organizational performance through principles of planning, organizing, controlling and motivating workers.
This document summarizes an article that argues the "Excellence Theory" of public relations can be used as a critical framework to create more inclusive practices. It discusses how critics say the theory is no longer relevant, but the author believes it can be repositioned as both normative and constructive. The author argues the theory allows practitioners to identify issues and deconstruct scenarios to serve marginalized groups. Recognizing multiple perspectives helps make ethical decisions that balance interests. The theory provides a method to critically reflect on practices and practitioners.
Theorical basis: Excellence, Critical and Rhetorical theories in Public Relat...Stephen Tindi
Theories are helpful in understanding and explaining the actions of organizations, PR practitioners and publics. The Excellence, Critical and Rhetorical theories provide useful information on meaning-making between organizations and their publics.
Jo 2003 The Portrayal Of Public Relations In The News MediaAna ADI
This study analyzed over 300 news stories from major newspapers and television networks that contained the term "public relations" between 1998-2001. The study found that public relations was primarily portrayed as image and reputation management (51.8% of stories) and persuasion efforts (25.1% of stories). Additionally, negative connotations of public relations prevailed in the news stories, with image and reputation management being the most common function attributed to public relations. The results suggest journalists perceive public relations as primarily focused on promoting favorable images rather than relationship management.
Marshall UniversityFrom the SelectedWorks of Terry L. Hapn.docxalfredacavx97
Marshall University
From the SelectedWorks of Terry L. Hapney Jr., Ph.D.
Summer June, 2018
Public Relations and the School Superintendent:
From Theory to Practice
Terry L. Hapney, Jr.
Available at: https://works.bepress.com/terryhapney/10/
http://www.marshall.edu/
https://works.bepress.com/terryhapney/
https://works.bepress.com/terryhapney/10/
306 Journal of School Public Relations Volume 37—Summer 2016
INTRODUCTION AND OVERVIEW
Schools are organizations that are located in every com-munity in the United States. Stakeholders in, and
related to, schools include students, parents, teachers,
administrators, school board members, legislators and other
government officials, and alumni, among others. Research
shows strong communication skills are a must for super-
intendents of school systems. Unfortunately, the assump-
tion is anyone can be an effective communicator (Kowalski,
2005). Communication is at the heart of an effective public
Public Relations and the
School Superintendent
From Theory to Practice
TERRY L. HAPNEY, JR.
ABSTRACT: This article examines public relations in the K–12 school system context. Spe-
cifically, the goal of this article is to examine the school superintendent as the chief public
relations practitioner of the school system and how he/she would operate as such in the
realms of seven public relations theories, as the superintendent works toward meeting the
goals and objectives of his/her school district: strategic management function, communitas
versus corporatas, persuasion, storytelling and branding, postmodernism, understanding,
and sociology.
JSPR_37.3.indb 306 5/31/2018 2:26:50 PM
307Public Relations and the School Superintendent
relations program in an organization (Kowalski, 2011).
Many superintendents question the relevance of allocating
funds and designating time to engage in public relations
(2011). Studies have shown that superintendents have
received poor performance evaluations and have even been
dismissed due to “inconsistent and incompetent communi-
cation” (Kowalski, 2005, p. 112). Thus, the chief adminis-
trator in the school system has a big problem to overcome,
and effective school public relations can help solve that
problem.
School public relations consists of applying public rela-
tions in organizations that deliver educational services. It is
utilized in both private and public K–12 schools, as well as
colleges and universities (Kowalski, 2011). This article exam-
ines public relations in the K–12 school system context.
Specifically, the goal of this article is to examine the school
superintendent as the chief public relations practitioner of
the school system and how he/she would operate as such in
the realms of seven public relations theories, as the super-
intendent works toward meeting the goals and objectives
of his/her school district: strategic management function,
communitas versus corporatas, persuasion, storytelling
and branding, postmo.
This document discusses current trends and future directions for public relations research. It outlines two paradigms for public relations - the symbolic/interpretive paradigm which focuses on managing interpretations, and the behavioral/strategic management paradigm which focuses on building relationships through two-way communication. The document then summarizes several areas of ongoing research, including stakeholder identification, situational theory, relationship measurement, and applying public relations concepts in specialized areas. It argues that future research should focus on institutionalizing public relations as a strategic management function.
This research examines how popular editions of public relations principles texts and public relations writing texts address media relations. The study consisted of a content analysis of six principles texts and six PR writing texts. One research question was posed,“How do public relations texts address media relations and the journalist/ PR practitioner interaction?” and one hypothesis was posited, “When discussing media relations, PR textbooks focus on relationship building more than specific communication tactics.”The study found that while most texts address media relations from a tactical standpoint, few texts go beyond that to address deeper relational issues, answering the research question and leading to the rejection of the authors’ hypothesis.
Keywords: media relations; public relations education; public relations writing texts; public relations principles texts; public relations introductory texts
The document discusses how hydraulic fracturing is portrayed in the media and the influence this has. It analyzes the issue from public relations and media perspectives using an interdisciplinary approach. Key insights include how public relations professionals frame issues regarding fracking but the media can further distort the messages through agenda setting and framing. There is also conflict as both fields use the same theories like framing but implement them differently based on their goals and disciplines. The document proposes finding common ground between the perspectives to help form a collaborative solution.
Why is skilled communication among health professionals so difficu.docxgauthierleppington
Why is skilled communication among health professionals so difficult to achieve? How will you overcome the use of ineffective communication?
TERRY L. HAPNEY
TERRY L. HAPNEY
Public Relations and the School Superintendent
Marshall University
From the SelectedWorks of Terry L. Hapney Jr., Ph.D.
Summer June, 2018
Public Relations and the School Superintendent: From Theory to Practice
Terry L. Hapney, Jr.
Available at:
https://works.bepress.com/terryhapney/10
/
Public Relations and the School Superintendent
From Theory to Practice TERRY L. HAPNEY, JR.
ABSTRACT: This article examines public relations in the K–12 school system context. Specifically, the goal of this article is to examine the school superintendent as the chief public relations practitioner of the school system and how he/she would operate as such in the realms of seven public relations theories, as the superintendent works toward meeting the goals and objectives of his/her school district: strategic management function, communitas versus corporatas, persuasion, storytelling and branding, postmodernism, understanding, and sociology.
INTRODUCTION AND OVERVIEW
S
chools are organizations that are located in every community in the United States. Stakeholders in, and related to, schools include students, parents, teachers, administrators, school board members, legislators and other government officials, and alumni, among others. Research shows strong communication skills are a must for superintendents of school systems. Unfortunately, the assumption is anyone can be an effective communicator (Kowalski, 2005). Communication is at the heart of an effective public
306 Journal of School Public Relations Volume 37—Summer 2016
307
relations program in an organization (Kowalski, 2011). Many superintendents question the relevance of allocating funds and designating time to engage in public relations (2011). Studies have shown that superintendents have received poor performance evaluations and have even been dismissed due to “inconsistent and incompetent communication” (Kowalski, 2005, p. 112). Thus, the chief administrator in the school system has a big problem to overcome, and effective school public relations can help solve that problem.
School public relations consists of applying public relations in organizations that deliver educational services. It is utilized in both private and public K–12 schools, as well as colleges and universities (Kowalski, 2011). This article examines public relations in the K–12 school system context. Specifically, the goal of this article is to examine the school superintendent as the chief public relations practitioner of the school system and how he/she would operate as such in the realms of seven public relations theories, as the superintendent works toward meeting the goals and objectives of his/her school district: strategic management function, communitas versus corporatas, persuasion, storytelling and branding, postmodernism, understanding, and soc.
Why is skilled communication among health professionals so difficu.docxwashingtonrosy
Why is skilled communication among health professionals so difficult to achieve? How will you overcome the use of ineffective communication?
TERRY L. HAPNEY
TERRY L. HAPNEY
Public Relations and the School Superintendent
Marshall University
From the SelectedWorks of Terry L. Hapney Jr., Ph.D.
Summer June, 2018
Public Relations and the School Superintendent: From Theory to Practice
Terry L. Hapney, Jr.
Available at:
https://works.bepress.com/terryhapney/10
/
Public Relations and the School Superintendent
From Theory to Practice TERRY L. HAPNEY, JR.
ABSTRACT: This article examines public relations in the K–12 school system context. Specifically, the goal of this article is to examine the school superintendent as the chief public relations practitioner of the school system and how he/she would operate as such in the realms of seven public relations theories, as the superintendent works toward meeting the goals and objectives of his/her school district: strategic management function, communitas versus corporatas, persuasion, storytelling and branding, postmodernism, understanding, and sociology.
INTRODUCTION AND OVERVIEW
S
chools are organizations that are located in every community in the United States. Stakeholders in, and related to, schools include students, parents, teachers, administrators, school board members, legislators and other government officials, and alumni, among others. Research shows strong communication skills are a must for superintendents of school systems. Unfortunately, the assumption is anyone can be an effective communicator (Kowalski, 2005). Communication is at the heart of an effective public
306 Journal of School Public Relations Volume 37—Summer 2016
307
relations program in an organization (Kowalski, 2011). Many superintendents question the relevance of allocating funds and designating time to engage in public relations (2011). Studies have shown that superintendents have received poor performance evaluations and have even been dismissed due to “inconsistent and incompetent communication” (Kowalski, 2005, p. 112). Thus, the chief administrator in the school system has a big problem to overcome, and effective school public relations can help solve that problem.
School public relations consists of applying public relations in organizations that deliver educational services. It is utilized in both private and public K–12 schools, as well as colleges and universities (Kowalski, 2011). This article examines public relations in the K–12 school system context. Specifically, the goal of this article is to examine the school superintendent as the chief public relations practitioner of the school system and how he/she would operate as such in the realms of seven public relations theories, as the superintendent works toward meeting the goals and objectives of his/her school district: strategic management function, communitas versus corporatas, persuasion, storytelling and branding, postmodernism, understanding, and soc ...
Assignment models public relations quotesenock nyoni
The document discusses the evolution of public relations from traditional to modern practices with the rise of digital technologies and social media. It covers key topics such as:
1) How public relations has shifted from one-way communication models to two-way symmetrical models that emphasize mutual understanding between organizations and their publics.
2) The changing roles of PR from controlled messaging to dealing with uncontrolled online communication.
3) The rise of owned, paid, and earned media and how organizations use these different channels for public relations. Owned media refers to channels an organization fully controls like their website or social media, while earned media involves third party endorsements.
4) Grunig's models of public relations that progressed
1) Community development theories provide frameworks to understand community behavior and guide practice. Seven key theories are discussed.
2) Social capital theory examines the importance of relationships and trust for collective action. Functionalism views social structures like organizations as having important roles.
3) Conflict theory analyzes power dynamics and access to resources. Symbolic interactionism explores how shared meanings are socially constructed.
TERRY L. HAPNEYTERRY L. HAPNEYPublic Relations and the School .docxtodd191
TERRY L. HAPNEY
TERRY L. HAPNEY
Public Relations and the School Superintendent
Marshall University
From the SelectedWorks of Terry L. Hapney Jr., Ph.D.
Summer June, 2018
Public Relations and the School Superintendent: From Theory to Practice
Terry L. Hapney, Jr.
Available at:
https://works.bepress.com/terryhapney/10
/
Public Relations and the School Superintendent
From Theory to Practice TERRY L. HAPNEY, JR.
ABSTRACT: This article examines public relations in the K–12 school system context. Specifically, the goal of this article is to examine the school superintendent as the chief public relations practitioner of the school system and how he/she would operate as such in the realms of seven public relations theories, as the superintendent works toward meeting the goals and objectives of his/her school district: strategic management function, communitas versus corporatas, persuasion, storytelling and branding, postmodernism, understanding, and sociology.
INTRODUCTION AND OVERVIEW
S
chools are organizations that are located in every community in the United States. Stakeholders in, and related to, schools include students, parents, teachers, administrators, school board members, legislators and other government officials, and alumni, among others. Research shows strong communication skills are a must for superintendents of school systems. Unfortunately, the assumption is anyone can be an effective communicator (Kowalski, 2005). Communication is at the heart of an effective public
306 Journal of School Public Relations Volume 37—Summer 2016
307
relations program in an organization (Kowalski, 2011). Many superintendents question the relevance of allocating funds and designating time to engage in public relations (2011). Studies have shown that superintendents have received poor performance evaluations and have even been dismissed due to “inconsistent and incompetent communication” (Kowalski, 2005, p. 112). Thus, the chief administrator in the school system has a big problem to overcome, and effective school public relations can help solve that problem.
School public relations consists of applying public relations in organizations that deliver educational services. It is utilized in both private and public K–12 schools, as well as colleges and universities (Kowalski, 2011). This article examines public relations in the K–12 school system context. Specifically, the goal of this article is to examine the school superintendent as the chief public relations practitioner of the school system and how he/she would operate as such in the realms of seven public relations theories, as the superintendent works toward meeting the goals and objectives of his/her school district: strategic management function, communitas versus corporatas, persuasion, storytelling and branding, postmodernism, understanding, and sociology (Burkart, 2007; Grunig, 2006; Heath, 2006; Herskovitz, 2010; Holtzhausen, 2002; Ihlen, 2007; Porter, 2010).SCHOOL SUPERINTENDENTS AND P.
The document discusses several key theories and concepts related to public relations. It begins by explaining that early communication theories focused on simple linear models of communication but did not account for human or environmental factors. Later, more complex models incorporated concepts like feedback, gatekeepers, and active receivers. The document then outlines systems theories, which emerged as the dominant framework for public relations research and practice. Specifically, it describes Grunig and Hunt's four models of public relations: press agentry, public information, two-way asymmetric, and two-way symmetric. It explains how Grunig later sought to define "excellence" in public relations by examining different levels - program, departmental, organizational, and economic. Overall, the document
This document discusses how consumer behavior research could contribute to the public relations research agenda over the next decade by providing insights into individual behaviors. It identifies five areas where consumer research may be applicable: 1) message processing, 2) decision-making, 3) the influence of affect, 4) organizational-consumer relationships, and 5) consumer action behaviors. The document argues that while public relations deals with many types of audiences, these groups are made up of individuals who interact with organizations in exchange relationships similar to consumers. Insights from consumer behavior's focus on understanding individuals could help address gaps in public relations research on how communications influence behavior at the individual level.
World Civilization I Professor Cieglo Spring 2019 .docxdunnramage
World Civilization I
Professor Cieglo
Spring 2019
“Cracking the Maya Code” Assignment (15 Points)
DUE Thursday, March 7th by 11:59pm on Blackboard
Link to Documentary: https://www.youtube.com/watch?v=OQLG0RF5UZY
Link to Transcript: http://www.pbs.org/wgbh/nova/ancient/cracking-maya-code.html
Answer each of the three questions below with a minimum of 75 words per question (although you may
need more to fully answer one or more of the questions.) THIS ASSIGNMENT MUST BE SUBMITTED AS A
.WORD OR PDF attachment on Blackboard, or I will not accept it and you will receive a “0.” You can
number your answers 1, 2, and 3.
1) What was the common historical view of the Maya before their writing was deciphered?
2) How did the events of a) World War I and b) the Cold War influence J. Eric Thompson’s study of the
Maya? Be sure to explain the influence of BOTH World War I and the Cold War.
3) How did the decipherment of the Maya writing system change scholars’ understanding of the Maya
Civilization?
https://www.youtube.com/watch?v=OQLG0RF5UZY
http://www.pbs.org/wgbh/nova/ancient/cracking-maya-code.html
MK390 Marketing across Cultures – Individual Assignment 2 – 2018/19 – subject to external examiner approval
Tutors: Dr Keith Perks and Dr Carmen Lopez
Aims of the Assignment
· To enable students to learn about a new culture of their choice
· To explore the effects of a different culture on consumer attitudes and behaviour and how exporting firms can use this knowledge effectively
· To identify and review appropriate literature on culture and social media to apply relevant theories and concepts on consumer and exporting firms use of social media.
Assignment Brief
Select an overseas country of interest (but it cannot be the UK, your home country, or the main one selected for assignment 1). You should then address the following 4 points:
1. Based on the theories and concepts from the literature, describe, discuss and interpret what is known, in general, about consumers, customers and managers motivations and behaviour in the social media environment.
2. Using your research of what is known from the literature about social media discussed in point 1, critically evaluate and apply appropriate cultural theories and concepts to explain how and why they might affect motivations and behaviour in social media in your selected country.
3. From your findings discuss the implications of this knowledge of culture and social media for SME exporters.
4. Identify any future avenues for further research.
5. Conclusion
Marking Scheme
Marking criteria
Proportion of Marks
Secondary research
Use of relevant secondary data and research literature from a suitably wide range of sources, appropriately integrated, summarized and referenced (Harvard system).
25%
Relevant discussion, application and integration of knowledge and theories in the areas of culture and social media
Demonstration of a sound understanding of cultural .
The document discusses key concepts from organizational communication literature including the dominant coalition theory. It defines the dominant coalition as the social network within an organization that has the greatest influence over goal setting and strategic decision making. This influence derives from members' control over important resources and their ability to work interdependently. While coalition members may have some differing interests, side payments are made to maintain coalition unity and advance the overall status quo.
This document provides an abstract for a thesis that explores how non-profit organizations use and misuse social media. The thesis analyzes how well social media allows non-profits to effectively communicate with supporters using concepts of framing and public spheres. It finds that while social media provides efficiency, most non-profits struggle to maintain multiple social media sites and keep content relevant due to limited resources. The document includes an introduction outlining the purpose and scope of the study, as well as chapters on literature review and methodology.
Propaganda is a book that focuses mainly on the intelligent manipulation of planned habits and opinions in order to influence the masses in a democratic society
Final Project – OutlineBelow is an outline template that y.docxtjane3
Final Project – Outline
Below is an outline template that you will use to organize your final paper. Anything listed in RED should be changed to reflect your specific topic and information. Keep in mind – outlines are to be brief bullet points as you will expand on these points for the paper. This is worth 7 points of your overall final project. The outline is due on Friday, November 16th, 2018 by 11:55 PM, submitted to Blackboard.
Outline Rubric:
Outline contains the topic name, relationship to sociology, topic sentence 1 point
Outline contains 2 points of background information regarding the topic 1 point
Outline contains 3 areas of exploration of the topic for the written paper 1 point
Outline contains 3 sociological theories to be related to the topic 1 points
Outline contains 2 points on why the topic is important 1 point
Outline contains reason why the topic should be studied 1 point
Outline contains 3 scholarly academic journal references 1 point
Total 7 points
Outline:
I. Introduction
a. What is the topic?
· Media influence on society.
· How can the media impacts society.
b. Topic’s relationship to sociology.
Since sociology is the study of social behavior and human group. Media influence society behavior and this topic can reveal how that can be done.
c. Your topic sentence
In this advanced technological age, media has become part of society’s daily routine. This routine can impact people’s thoughts and behaviors in many ways.
d. List of theories being applied.
· Media influences society.
· Media create stereotypes or certain images on certain group of people.
· Media is important in affecting society in creating good or bad habits.
II. Body of Analysis
a. Definition of topic.
“Media influence on Society” This topic explains what might the effects that can media influence towards society be.
b. Provide at least 2 brief points of background information regarding your topic
i. Background information point 1
· Media such as TV or Radio news are structured to keep people informed of local and worldwide important news and events.
ii. Background information point 2
· Other types of media like TV shows and movies have influence on society which will be explained in the final project.
c. Provide at least 3 components of the topic you will be discussing, below
i. Component 1 / The effects of media effects.
ii. Component 2 / Media creating stereotype for certain groups of people.
iii. Component 3 / How media can develop new habits.
d. Theoretical Background (at least 3 theories should be used)
i. Theory 1: Interactionist.
ii. Theory 2: Socialization.
iii. Theory 3: Conflict.
III. Conclusion
a. At least 2 brief points of why this topic is important
i. Point 1. To make the most positive outcome from this advanced age and the use of media, there should be actions taken and lessons taught.
ii. Point 2. society should be educated on what are the pros, cons and impacts from using today’s technology such as media.
b. At least one brief poi.
Part 2 Deep Dive: Navigating the 2024 Slowdownjeffkluth1
Introduction
The global retail industry has weathered numerous storms, with the financial crisis of 2008 serving as a poignant reminder of the sector's resilience and adaptability. However, as we navigate the complex landscape of 2024, retailers face a unique set of challenges that demand innovative strategies and a fundamental shift in mindset. This white paper contrasts the impact of the 2008 recession on the retail sector with the current headwinds retailers are grappling with, while offering a comprehensive roadmap for success in this new paradigm.
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Company Valuation webinar series - Tuesday, 4 June 2024FelixPerez547899
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Best practices for project execution and deliveryCLIVE MINCHIN
A select set of project management best practices to keep your project on-track, on-cost and aligned to scope. Many firms have don't have the necessary skills, diligence, methods and oversight of their projects; this leads to slippage, higher costs and longer timeframes. Often firms have a history of projects that simply failed to move the needle. These best practices will help your firm avoid these pitfalls but they require fortitude to apply.
How MJ Global Leads the Packaging Industry.pdfMJ Global
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Event Report - SAP Sapphire 2024 Orlando - lots of innovation and old challengesHolger Mueller
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Discover timeless style with the 2022 Vintage Roman Numerals Men's Ring. Crafted from premium stainless steel, this 6mm wide ring embodies elegance and durability. Perfect as a gift, it seamlessly blends classic Roman numeral detailing with modern sophistication, making it an ideal accessory for any occasion.
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How to Implement a Real Estate CRM SoftwareSalesTown
To implement a CRM for real estate, set clear goals, choose a CRM with key real estate features, and customize it to your needs. Migrate your data, train your team, and use automation to save time. Monitor performance, ensure data security, and use the CRM to enhance marketing. Regularly check its effectiveness to improve your business.
Easily Verify Compliance and Security with Binance KYCAny kyc Account
Use our simple KYC verification guide to make sure your Binance account is safe and compliant. Discover the fundamentals, appreciate the significance of KYC, and trade on one of the biggest cryptocurrency exchanges with confidence.
HOW TO START UP A COMPANY A STEP-BY-STEP GUIDE.pdf46adnanshahzad
How to Start Up a Company: A Step-by-Step Guide Starting a company is an exciting adventure that combines creativity, strategy, and hard work. It can seem overwhelming at first, but with the right guidance, anyone can transform a great idea into a successful business. Let's dive into how to start up a company, from the initial spark of an idea to securing funding and launching your startup.
Introduction
Have you ever dreamed of turning your innovative idea into a thriving business? Starting a company involves numerous steps and decisions, but don't worry—we're here to help. Whether you're exploring how to start a startup company or wondering how to start up a small business, this guide will walk you through the process, step by step.
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Anny Serafina Love - Letter of Recommendation by Kellen Harkins, MS.AnnySerafinaLove
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Building Your Employer Brand with Social MediaLuanWise
Presented at The Global HR Summit, 6th June 2024
In this keynote, Luan Wise will provide invaluable insights to elevate your employer brand on social media platforms including LinkedIn, Facebook, Instagram, X (formerly Twitter) and TikTok. You'll learn how compelling content can authentically showcase your company culture, values, and employee experiences to support your talent acquisition and retention objectives. Additionally, you'll understand the power of employee advocacy to amplify reach and engagement – helping to position your organization as an employer of choice in today's competitive talent landscape.
1. PR Theory and Publics I
The Role of Theory
by Selwyn Jerry Boston
MA Public Relations
London College of Communication (UAL)
December 2010
Selwyn Jerry Boston 1
2. Selwyn Jerry Boston
PR Theory and Publics I: The role of theory
December 2010
Abstract
Public Relations has become an integral part in maintaining the reputation of an
organisation, managing the relationship with its stakeholders in a society that is
rapidly changing, and useful in the strategy and “management of
communication between an organisation and its publics” (Grunig and Hunt,
1984). The model of strategic public relations management proposed by Grunig
and Hunt (1984) encompasses much of the basic knowledge of public relations
strategy, including the situational theory that allows strategic publics to be
identified. Over the years, there has been a wide academic and professional
debate in the role of public relations and its theories in society today. It is
apparent however, that most practitioners are reluctant to use theoretical
frameworks to acquire wider management skills, and such attitudes may obstruct
the development of public relations as a profession and a strategic
management activity. This paper will briefly draw together how important
theories are in implementing successful strategies in contemporary public
relations practice, building and restoring an organisation’s good name in a
multicultural and technologically advanced society, and what disciplines are
important to carry out these processes.
Introduction: Contemporary academic and professional debate
The debate on the role of public relations in society, only partially reflected in
public relations literature, which has tended to ignore or dismiss the attacks on its
practices. The critics on one side of the debate argue that public relations is
asymmetrical (one-way) and undermines democracy. On the other side of the
debate public relations’ defenders (Cutlip, Dozier, Grunig and others) argue that
public relations practices symmetrical (two-way) communication, but that
“communication programs are conducted for different types of publics” (Grunig
2002). The excellence project has the laudable aim of improving public relations
Selwyn Jerry Boston 2
3. practice by emphasising the best and demonstrating how others can improve.
However, there has been tendency to marginalise the role of persuasion
(Moloney, 2000), concentrating instead on the positive role that public relations
makes to society and democracy. Between the two is a small body of interested
academics (L’Etang, Pieczka, Moloney, and McKie among others) who note the
extensive involvement of public relations pioneers in wartime government
propaganda (before the term became pejorative) but L’Etang especially
emphasise differences between the growth of the field in the US (where most of
the core public relations texts have come) and in Europe and the UK. This paper
draws on their work and applies some of the issues they raise to the different
models of public relations practice.
The Grunig Models: Grunig vs. others
Grunig and Hunt’s two-way symmetrical model of communication from the four
models of public relations (1984) was once positioned and seen as the ‘ideal’
method of practising public relations but it has fuelled an academic debate by
concentrating on the ethical issue regarding the nature and purpose of public
relations. Pieczka raised her critique in Paradigms, System Theory and Public
Relations (1996) highlighting that Grunig’s model relied on system theory to
understand how public relations functions within an organisation. She further
points out that it was necessary to adopt and adapt an open and living system
to counteract environmental changes both internally and externally to achieve
“an ethical dimension of social responsibility”. (Pieczka 1996, p.351) Cutlip (2009)
notes that in an open system, feedback causes adjustments that reduces,
maintains or increases the deviation of goals. Edwards (2009) points out that
cross-cultural differences may dictate how an organisation practices PR rather
than operate in theoretical structure.
J. Grunig’s response to Pieczka’s argument has been reviewed by Heath (2001)
among many. He admitted that the model was constructed to be ideal and as a
normative public relations theory improve one of the core factors of excellence –
ethics. By positioning ethics at the core of symmetrical communication and
Selwyn Jerry Boston 3
4. removing persuasion from the process of mutual understanding, Grunig believes
that this will allow both parties (organisation and publics) to use attitudes to
change behaviour. (Grunig et al, 1992, pp.55-61) However from this symmetrical
base, Grunig has developed his situational theory. The aim of this theory is to
anticipate the different responses most relevant to a public relations activity:
how the publics respond to an issue; the amount of and nature of
communication behaviour; the effects of communication and the likelihood of
participation in collective behaviour to pressure groups (Watson and Noble,
2007). Other issues raised formed part of the debate - i) is the role of public
relations frankly to promote the image of an organisation; ii) is public relations
about managing conflict its effect; iii) is public relations there to improve the
relationship between an organisation and its publics and/or to develop positive
and mutually beneficial relationships. They also focused on issues such as the
power of organisations compared to their publics, and the moral legitimacy of
persuasion as opposed to negotiation and compromise.
Miller and Pearson (1989) both disagreed with Grunig’s point that persuasion was
unethical. Pearson was the most influential in this debate, articulating that
persuasion was sometime required to counteract the cognitive dissonance that
may exist with the public thus making persuasion ethical. Murphy (1989) also
joined the debate with his point that organisations are neither symmetrical nor
asymmetrical and introduced the idea of mixed motives from game theory
which uses mathematics to determine beneficial actions. For example, Ford
analysts used cost-benefit analysis in their decision not to recall all Pinto cars and
fix their fuel tanks despite the hazard to human life. If not used properly, game
theory degenerates to gambling at times of crisis in which personal assertiveness
is high and cooperation is low, which can then shift power from the organisation
to its publics.
From a professional view, Grunig and Hunt’s models (1984) has focused on the
various ways in which organisations can view their publics and practice public
relations. Grunig (2001) draws attention to moral aspects of public relations
Selwyn Jerry Boston 4
5. practice, connecting the concept of ethics and excellence to the two-way
symmetrical model. This is important but in applicational terms models are there
to provide practitioners with points of reference against which the public
relations practices of different organisations can be measured and assessed,
extending their system of communication and expressive forms.
As cited by Botan and Hazleton (2006) and according to Kuhn (1970), theory
frames and guides research in a field, and paradigms are described as a
disciplinary matrix. When Botan (1993) first called for a paradigm struggle in the
Public Relations Review, he acknowledged that public relations was still at a
preparadigmatic state (developing stage). Watson and Noble (2007) wote that
at present the role of theory is limited, but as public relations grows into a global
profession, there will be a higher demand of agreement on models and theory.
European consultancies have made little impact on mainstream public relations
and the globally adaptive British and American run consultancies may keep
reducing their influence. US and UK research traditions are rooted in managerial
theory and papers are based on empirical methods in contrast to the European
style which is more theoretical and normative (McManus and Moss, 1994).
Case study on ethics: Hamleys
In December 2010, Hamleys cancelled plans to bring live penguins into its
London store for the Christmas shopping period after welfare concerns were
raised. Two reindeer were withdrawn from the Regent Street shop a week before
the penguins had been due to arrive next week.
BBC News and Sky News reported that “outraged animal lovers have been
bombarding the famous Regent Street store with complaints and a Facebook
campaign page has been set up to encourage would-be customers to boycott
the brand.”
Even though Hamleys said the animals had been brought into the store in the
past and that they were well cared for by a highly respected and professional
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6. organisation, Will Travers, CEO of Born Free Foundation, said: "Hamleys is the
world's favourite toy store, but they were doing their reputation no good at all by
contemplating a stunt with live animals." Another member of the public said it
was unethical for the store to bring in animals from their habitat to help drives
sales.
The world-famous toy store said that after listening to people's views cancellation
was the best course of action, and issued a statement in response to concerns
raised on social networking sites about the use of live animals.
New ways of communicating: globally and digitally
Companies need to give up old PR models and innovate on communication.
Some cynical practitioners might view theory irrelevant to their work, but as
public relations is becoming more internationalised and following the new trend
of going online, the research on public relations is most likely endless. With the
progress of technology, new models of communication may have to be
designed. Professionalism is a very important discipline that public relations
practitioners will have to display as they go online. As in the Hamleys case study,
if the firm had not listened to the public and communications team had not
been kept abreast with the effects of the decision by using old and new media,
the repercussions would have caused further damage to the organisation’s
reputation. Blogs, Facebook, Twitter and other social web sites are all extensively
used by practitioners today. Organizations work to have a vast online presence
being visible on relevant major social networking sites, twitter and throughout the
blogosphere. This dialogue with their target audiences comes naturally, and if an
individual in the target audience takes part in the debate the possibility is always
there for practitioners to engage. This increases the feeling of openness
(transparency) and authenticity (honesty) that is important in maintaining the
image of listening to the public’s voice.
Digitalisation has enabled organisations to access the media and the publics.
The publics are able to communicate directly within and among themselves.
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7. Brown (2009) suggests organizations should join the conversations. An
implementation of such practice can be beneficial in these respects:
• Companies can engage with customers, build new relationships and
create a new pool of advocates talking positively about their brands
(Weber Shandwick, 2009).
• If interpreted inaccurately, organizations can intervene to try to correct or
enlarge the interpretation. (Grunig, 2009).
• Brands need to keep an online presence to engage in real-time with
media, customers and stakeholders.
Fig. 1: The figure below demonstrates the use of Grunig and Hunt’s four models of
public relations in today’s digital world.
Source: Phillips, D. (2009)
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8. The Model of Strategic Management of Public Relations (Grunig, 2009) provides
a theoretical overview of how public relations practitioners can participate in the
strategic decision-making processes of the organisations. According to J. Grunig
(2009), digital media can be used for:
• Two-way interactive and dialogical communication with stakeholders
(media organisations, employees, financial institutions, regulators etc).
• Environmental scanning research and identification of problems, publics,
and issues (media monitoring).
• Stakeholder and publics segmentation.
• Issues and crises communication programmes.
• Measuring the type and quality of relationships developed with publics,
their cognitions, attitudes and behaviours.
Fig. 2: The Model of Strategic Management of Public Relations
Source: Grunig, J. (2009)
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9. Conclusion
Having noted through experience as a public relations professional that there is
a noticeable reluctance on the part of fellow practitioners to embrace
theoretical frameworks as learning tools, or to acquire wider management skills, it
is suggested that such attitudes might hinder the development of public relations
as a profession and as a strategic management discipline.
For as much as the systems approach provides a framework for exploring and
understanding the underlying aims and purposes of public relations, and for
comparing the impact of different forms of behaviour, Grunig’s models (and that
of others) provide a point of reference against which the public relations
practices of organisations can be compared and evaluated. Leitch and Neilson
(2001) note that for an organisation to be a social actor in a social movement, it
needs to be a shared substance.
Public Relations practitioners must embrace public relations theory as it can
provide for them a language and conceptual structure by means of which they
can both assess and review their performance, and present their disciplines to
organisational leaders or clients within the context of wider management
strategies. By working together with academics to come up with new models of
communication in this rapidly changing world, practitioners can benefit
substantially. The changing landscape means that academic should be more
adaptive and reconsider existing models so that the progress of public relations
as a profession is consistent with contemporary theory.
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10. References:
BBC News, (2010) “London Hamleys abandons live penguin display”. Available
from: <http://www.bbc.co.uk/news/uk-england-london-11901704> [Accessed on
10 December 2010]
Botan, C., and Hazleton, V. (2006) Public Relations Theory II. (pp.8-10) New
Jersey: Lawrence Erlbaum Associates
Brown, R., (2009) Public relations and the social web: using social media and
Web 2.0 in communications. London: Kogan Page Limited.
Cutlip, S., Center, A., and Broom, G., (2009) Effective Public Relations. Tenth
Edition. Person Education Inc (Eds.) New Jersey: Pearson Prentice Hall
Curtin, P., and Boyton, L., (2001), "Ethics in Public Relations: Theory and Practice".
In Heath, R. (Eds), Handbook of Public Relations. Newbury Park, CA: Sage.
Edwards, L., (2009) ‘Systems theories: emergence of public relations research’. In
R. Tench, R., and Yeomans, L. (Eds.), Exploring Public Relations (pp.149-164).
Harlow: Pearson Education Ltd
Grunig, J., (1992) Communication, public relations and effective organisations:
An overview of the book. In Grunig, J., et al (Eds.) Excellence in Public Relations
and Communications Management. New Jersey: Lawrence Erlbaum Associates
Grunig, J., (2009). Paradigms of global public relations in an age of
digitalisation. [online] University of Maryland. Available from:
<http://www.prismjournal.org/fileadmin/Praxis/Files/globalPR/GRUNIG.pdf >
[Accessed 01 December 2010].
Grunig, J., (2001), "Two-way symmetrical public relations – past, present & future",
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11. in Heath, R. (Eds), Handbook of Public Relations. Newbury Park, CA: Sage.
Grunig, J., and Hunt, T. (1984) Managing Public Relations. Sixth Edition. Orlando,
FL: Harcourt Brace
Grunig, J., and White, J., (1992) The Effect of Worldwide views on Public Relations
Theory and Practice. In Grunig, J., et al (Eds.) Excellence in Public Relations and
Communications Management. (pp.51-61) New Jersey: Lawrence Erlbaum
Associates
Heath, R., (2001), "Shifting foundations – public relations as relationship building",
Handbook of Public Relations. Thousand Oaks, CA: Sage
Heath, R., Toth, E., and Waymer, D., (2009) Rhetorical and Critical Approaches to
Public Relations. Second Edition. New Jersey: Routledge
Leitch, S., & Neilson, D., (2001). Bringing publics into public relations: new
theoretical frameworks for the practice. In Heath, R.(Ed). Handbook of public
relations. (pp.127-138). London: Sage
Neff, B., (2001) Public Relations Identity: Evolving from Academic and Practitioner
Partnerships. In Heath, R.(Ed). Handbook of public relations.. London: Sage
Phillips, D., (2009) “A Grunigian view of model PR. LeverWealth” cited in Grunig,
J., (2009). Paradigms of global public relations in an age of digitalisation. [online]
University of Maryland. Available from:
<http://www.prismjournal.org/fileadmin/Praxis/Files/globalPR/GRUNIG.pdf >
[Accessed 01 December 2010].
Pieczka, M., (1996) Paradigms, Systems Theory, and Public Relations. In L’Etang, J.
& Pieczka, M. (Eds) (2006) Public Relations: Critical Debates and Contemporary
Practice, Lawrence Erlbaum Associates
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12. Sky News (2010) Outrage Over Hamleys' Live Penguin Display. Available from:
<http://news.sky.com/skynews/Home/UK-News/Hamleys-Penguin-And-Reindeer-
Christmas-Displays-Outrage-Animal-Rights-
Campaigners/Article/201012115844023?chooseNews=videos>
Watson, T., and Noble, P. (2007) The Principles of Public Relations Practice
(pp.1-11) In Evaluating Public Relations: A Best Practice Guide to Public Relations
Planning, Research and Evaluation. Second Edition. London: Kogan Page
Limited
Weber Shandwick. 2009. Do fortune 100 companies need a twittervention.
[online]. Available at:
<http://www.webershandwick.com/resources/ws/flash/twittervention_study.pdf>
[Accessed 01 December 2010].
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