Abstract

From content marketing and corporate publishing to storytelling and brand PR—the literature contains many examples of hybrid structures in strategic communication in general and more specifically in public relations (PR). The question that arises is which problem these hybrid structures solve. This article focuses on a systems theoretical basis on the function of these hybrid structures. Hybridization is understood as a process by which a social system adopts program structures of another system. Hybridization as a strategy assumes an innovation function in systems and facilitates learning. Hybridizations can be observed in PR on two logical levels: Firstly, PR is itself the result of a hybridization process. This is an example of how differentiated systems can originate from hybrid structures. Secondly, like every form of strategic communication, PR suffers from a lack of trustworthiness, attention and relevance of its communication objects. In order to be able to continue to influence decisions in the interest of those described positively, PR unscrupulously adopts structures of journalism, advertising and entertainment.

Highlights

  • In recent years, hybrid structures in strategic communi‐ cation have been described many times (e.g., Mangold & Faulds, 2009; Taiminen et al, 2015)

  • While the respec‐ tive advantages and opportunities offered by practices such as content marketing, corporate publishing, story‐ telling or brand PR have been described, there is still no convincing answer to the question: What problem do hybridization processes solve in general and in strate‐ gic communication and public relations (PR) ? This is the question of the function of hybridization and hybrid structures

  • PR has been described as the result of hybridization processes

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Summary

Introduction

Hybrid structures in strategic communi‐ cation have been described many times (e.g., Mangold & Faulds, 2009; Taiminen et al, 2015). Hybridizations can be described in PR on two logical levels: Firstly, PR is itself the result of a hybridization process (Section 4) This is an example of how differentiated systems can originate from hybrid structures. In order to be able to continue to influence decisions in the interest of those described positively, PR unscrupu‐ lously adopts structures of journalism, advertising and entertainment (Section 5). Examples of such hybrid struc‐ tures include content marketing, brand journalism, sto‐ rytelling or campaigning. This seems to make sense, because a large number of hybrid structures have emerged in PR, among others, vis‐à‐vis journalism, advertising and entertainment

Literature Review
Hybridization and Hybrid Structures: A Theoretical Framework
PR as a Result of a Hybridization Process
Hybridization in PR
Hybridization of PR versus Journalism
Hybridization of PR Versus Entertainment
Hybridization of PR Versus Advertising
Conclusions
Full Text
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