Towards a framework for public relations scholarship and practice in Africa: a globalisation perspective

This work is an examination of cross-cultural or intercultural research relevance in public relations. It adopts the analytical approach in exploring the fusion between fact-finding on the cultural environments of the publics of an organization and achievement of mutually beneficial relationship that organization and its publics. Therefore to learn more about public relations practice, it is important to explore the assumptions underlying the issue of cross-cultural research. It was recommended among others, that since public relations agencies, in most cases operate or engage clients who transcend various cultures, it becomes imperative that cross-cultural research would be, particularly, indispensable in achievement of public relations objectives. I. Introduction Professions, people, institutions and do not exist in a vacuum. They exist in a specific culture or socio-cultural environment. Public relations is a profession that basically deals with the maintenance of a good relationship between an organization and its publics. Public relations agencies operate within specific cultural settings. Be it an international or local agency, its operations factor in the cultural settings of the host community of the agency or that of the target audience. Culture is all-encompassing sphere which permeates every facet of life. Public relations is a profession that deals with various publics often sometimes existing in diverse cultures. For any business activity to survive it must thread cautiously in the cultural terrain in order not to hurt the sensibilities and value convictions of business owners, host community members, and target audience. If culture refers to patterns of behaviours and thinking that people living in a social group learn, create and share (Encata Encyclopedia, 2006), then it is a thread that lines the society and its various components, including the professions, disciplines, one of which is public relations. Ever since Ivy Lee handed out the first fact sheet about public relations to journalists in 1906, public relations has been described as a mediated communication activity used to reach out multiple publics. Prevailing opinion has been that public relations practitioners are in an ideal position to bridge the gap between the media and general public. While it is true that public relations practitioners often perform this boundary-spanning function, the media and the general public are not always the target of public relations activities and communication. In specific terms, the publics of any public relations activity vary according to the organizations mission/vision. It is, perhaps, for this reason that Taylor and Kent (2009:131) state that the practice of public relations focuses on a variety of key publics - shareholders, employees, suppliers, activists, the media and the consumers. However, it may be added that these publics are not stereotyped. They may vary in their intellectual capabilities, educational background, environmental settings, religious inclinations, political ideologies, etc. For this reason, therefore, public relations scholars have examined the roles, functions and assumptions about public relations practices and have found out that the conception and the execution of public relations campaigns/programmes are affected by the cultural nuances upon which the organization publics operate.

The transition of Public Relations (PR) practices from conventional to digital resources can be observed. Despite these platforms catering to the primary needs of Communication, they also necessitate a need for ethical practices to avail maximum benefit from them. This research also focused on the effect of cultural and contextual factors on how ethical behavior is considered in digital public relations practices in Kuwait. Data was gathered from 267 Public Relations (PR) practitioners through Qualitrics.com and analyzed using Partial Least Square-Structural Equation Modeling (PLS-SEM). Results revealed that Cultural Factors significantly affect Digital Signaling in Public Relations Practices, indicating respondents practice communication relying on their perceptions about Public Relations (PR) practices, privacy disclosure, and the guidelines provided by their organizations. Further, the effect of Contextual Factors also remained significant, showing the impact of organizational social media policy, guidelines, and training on the Public Relations (PR) practices among them. Besides, ethical approaches regarding socially responsible behavior, client-centred approaches, and organizational monitoring of PR practices also remained prominent. It is concluded that digital signaling holds a growing significance in Public Relations practices. It is important to skillfully navigate the factors affecting these practices to uphold ethical standards and ensure meaningful engagement with stakeholders. Hence, skillfully cultivating cultural and contextual facets remains crucial for sustaining ethics and driving effective stakeholder involvement as the digital sphere evolves within contemporary Public Relations.

Purpose – Being a relatively new industry in Vietnam, records on the emergence of public relations practices in Vietnam are limited. The current study will focus on key milestones in the evolution of the public relations industry in Vietnam, major cultural and economic factors that shape current practices, and the ways in which these factors will influence the industry’s future growth. Design/ methodology/ approach – This paper adopted library research and expert interview as its methodologies. Findings – Public relations in Vietnam is diverse and influenced by both Western practices and the local culture. As more companies are considering the use of public relations, and more students and journalists seek to join the field, the industry is emerging rapidly, promising changes and development in the field. However, public relations practice in Vietnam is still marketing-oriented, one-way, and may not be effective in reputation management. Public relations firms in Vietnam need a common standard that is based on the standards of global and local public relations. Practical implications – The research adds to the limited scholarly research on the development of the public relations industry in Vietnam by providing useful information about the industry’s background, growth, and the future directions. Keywords: PR industry, public relations, public relations practice, Vietnam

This essay argues that community serves as a viable theoretical foundation for the development of public relations theory and practice. Four arguments are set forth, based on (a) the pervasiveness of the community idea and ideal in everyday life and contemporary scholarship, (b) conceptual limitations rooted in the widely accepted focus on publics in public relations, (c) the emerging recognition of community-related theories in public relations scholarship, and (d) the strength of community building as a philosophy to drive public relations practice.

Reflections on the absence of formal reflection in public relations education and practice

Purpose The purpose of this study is to describe the current practice of corporate social responsibility (CSR) in South Africa, its linkage to corporate social investment (CSI), the impact of new Black Economic Empowerment (BEE) legislation and the contribution that South African public relations practice can have on the development challenges facing the continent of Africa. Design/methodology/approach Empirical data and reports drawn from various industry and evaluative sources is interpreted in the context of key contemporary elements of practice. The last part of the article provides a theoretical discussion of the public relations role as a “change” agent in South Africa and for the continent of Africa as a whole. Findings The South African Government’s prescriptive stance on transformation and BEE has thrust the reconsideration of CSR onto every corporate agenda in South Africa. With set targets and expenditure requirements, CSI has become a performance-driven pursuit among businesses seeking to improve their overall BEE scores. At the Pan-African level, a generic model of African public relations with a strong developmental focus is required for the education and training of public relations professionals. Research limitations/implications African public relations practice challenges accepted normative approaches in the conceptualisation of a sustainable new global model of the profession. More research will be needed to show how the African humanist approach might impact on the debate about the political, social and economic relevance of the profession in society and the reputation of the profession worldwide. Originality/value This study provides historical context for recent developments in public relations in South Africa, providing insights into the direction of the development of public relations practice in Africa.

Contents: Preface. J.E. Grunig, Communication, Public Relations, and Effective Organizations: An Overview of the Book. Part I: The Basic Theory. J.E. Grunig, J. White, The Effect of Worldviews on Public Relations Theory and Practice. L.A. Grunig, J.E. Grunig, W.P. Ehling, What Is an Effective Organization? J. White, D.M. Dozier, Public Relations and Management Decision Making. F.C. Repper, How Communication Managers Can Apply the Theories of Excellence and Effectiveness. Part II: The Program Level: Effective Planning of Communication Programs. J.E. Grunig, F.C. Repper, Strategic Management, Publics, and Issues. D.M. Dozier, W.P. Ehling, Evaluation of Public Relations Programs: What the Literature Tells Us About Their Effects. D.M. Dozier, F.C. Repper, Research Firms and Public Relations Practices. Part III: The Departmental Level: Characteristics of Excellent Public Relations Departments. J.E. Grunig, What Is Excellence in Management? W.P. Ehling, D.M. Dozier, Public Relations Management and Operations Research. J.E. Grunig, L.A. Grunig, Models of Public Relations and Communication. D.M. Dozier, The Organizational Roles of Communications and Public Relations Practitioners. W.P. Ehling, J. White, J.E. Grunig, Public Relations and Marketing Practices. D.M. Dozier, L.A. Grunig, The Organization of the Public Relations Function. L.C. Hon, L.A. Grunig, D.M. Dozier, Women in Public Relations: Problems and Opportunities. W.P. Ehling, Public Relations Education and Professionalism. Part IV: The Organizational Level: The Conditions That Make Excellence in Public Relations Possible. L.A. Grunig, How Public Relations/Communication Departments Should Adapt to the Structure and Environment of an Organization...And What They Actually Do. L.A. Grunig, Power in the Public Relations Department. L.A. Grunig, Activism: How It Limits the Effectiveness of Organizations and How Excellent Public Relations Departments Respond. J.E. Grunig, Symmetrical Systems of Internal Communication. K. Sriramesh, J.E. Grunig, J. Buffington, Corporate Culture and Public Relations. K. Sriramesh, J. White, Societal Culture and Public Relations. Part V: The Economic Level: What Public Relations and Communication Contribute to the Bottom Line. W.P. Ehling, Estimating the Value of Public Relations and Communication to an Organization.

With the emergence of the global economy and the collapse of national boundaries there is a growing interest in diversifying the study of public relations to include more non-western perspectives. In The Global Public Relations Handbook: Theory, Research, and Practice editors Krishnamurthy Sriramesh and Dejan Vercic direct their efforts towards correcting what they see to be an overemphasis on western public relations theories and a lack of empirical evidence on public relations in other regions of the world. The book compiles several culturally situated profiles of PR practice, covering all of the continents and key regions of the world while also focusing on the practice undertaken globally by transnational and international interests. The book profiles individual countries’ public relations practice with extensive sections on Asia/Australasia and Europe and shorter sections on Africa and the Americas. Individual chapters adeptly link sociological factors with professional practice culminating in individual case studies. The book ends with a section on key dimensions and actors in international public relations and an inward looking epilogue on the potential future of multicultural public relations practice.

Paradox in Public Relations: A Contrarian Critique of Theory and Practice is a thought-provoking exploration of public relations, aiming to promote changes in meaning and perception by creating new meta-realities for public relations. The term "Public Relations" was embraced by early practitioners primarily because it sounded more professional than the often-pejorative alternatives. This book argues for a reframing of some of the popular realities associated with modern-day public relations and uses psychological and organizational change theory to critique paradoxes in public relations theory and practice. By examining public relations through the lens of paradox, we can begin to identify the logical fallacies that have inhibited progress and innovation in public relations practice and theory. The book explores the paradoxical nature of key concepts, including public interest, relationship management, accountability, stewardship, loyalty, community, and ethics. It also recommends new conceptualizations for understanding the field. This book will be of interest to media, communication, public relations, and advertising faculty and graduate students, particularly those interested in public relations theory and ethics. Scholars from other disciplines can also use this exploration of paradox in PR as a learning tool for identifying logical fallacies and inconsistencies.

Answering the why question may be the hallmark of the next century's public relations practice. Research, a vital part of the public relations practice to which much lip service has been paid, appears to be an essential element in earning public relations a place on the team as well as advancing as a profession. Increasingly, tomorrow's practitioners are preparing themselves for careers by studying public relations theory and skills in school today. This study's mission was to find out how institutions and those teaching public relations are preparing those practitioners for their projected responsibilities. Literature review In 1951 Stephen Fitzgerald, president of a New York public relations firm, predicted that five or 10 years would pass before public relations practitioners would recognize the importance of public relations and use (Fitzgerald, 1957, p. 145). Consistent with Fitzgerald's comments, the public relations literature contains many references to and its use in professional practice. Nearly 15 years ago, communication researcher James Grunig concluded that research (should advance) the practice and profession (Grunig, 1983, p. 28) and later recommended that undergraduate public relations programs should introduce students to communication theory and (Grunig, 1989, p. 23). Communication theorist John Pavlik identified applied as relevant to practitioners situations and problem-solving (Pavlik, 1987, p. n 30). A number of formal studies document that has gained practitioners' and educators' attention. David Dozier's 1981, 1985 and 1990 practitioner role studies all concluded that use differentiated managers from technicians. Peter Finn's 1982 study of public relations directors at Fortune 1000 companies found more than 80 percent believed would help practice (Finn, 1982, p. 14). Michael Ryan and David Martinson's late 1980s study of practitioners found that two-way communication practice used more than one-way practice (Martinson and Ryan, 1990, p. 383; Martinson and Ryan, 1992, p. 43). Walter Lindenmann's extensive 1988 study of senior practitioners found that 75 percent of practitioners in Fortune 500 companies consider a necessary component of practice (Lindenmann, 1990, p. 7). Hernando Gonzalez and William Adams' 1995 study of senior practitioners concluded that a majority of senior practitioners do use in their work, and Judy VanSlyke Turk and Maria Russell's 1990 study of public relations managers found 62 percent of them said entry-level practitioners should have skills. Educators have joined Grunig in recommending the incorporation of into public relations programs. Gay Wakefield and Laura Perkins Cottone's 1984 study recommended that public relations curricula include courses (Wakefield and Cottone, 1986, p. 2). Three major journalism/mass communication documents have outlined model public relations curriculum: the 1975 Commission on Public Relations Education, the 1981 Commission on Public Relations Education Report, and the 1987 Commission on Undergraduate Public Relations Education. The 1975 report did not specifically include a separate public relations course but did call for some type of introductory survey course. The 1981 report expanded the 1975 report's definition by stating that statistical concepts would be more beneficial if taught in a broader framework of general methodology. The 1987 report was even more concrete in its recommendations about for public relations because it is which provides the raw materials to be evaluated in the planning and policy-formulating stages of public relations management (The Design for Undergraduate Public Relations Education, 1987, p. 15). The recommendation was that public relations be taught as a separate course and include a mixture of theory and application necessary for public relations practice. …

Objective - This research aims to compare the government public relations with business public relations in Indonesia. The research proves the hypothesis that either government or business public relations in Indonesia have already applied symmetric model on their communication activities. Methodology/Technique - A national survey involves 160 practitioners of government and business public relations. The research reinforces Grunig and Hunt's model of public relations that business public relations tends practice two-way symmetrical communication. On the other hands, the research also differs with Grunig and Hunt's model that government public relations tend to apply public information model. Findings - It is concluded that both government and business public relations in Indonesia have implemented two-way communication models. The findings have confirmed that public relations practices have grown along with the development of democracy in Indonesia. Novelty - The research contributes to develop scientific knowledge in public relations study and practices. Type of Paper: Empirical Keywords: Business Public Relations; Democracy; Government Public Relations; Indonesia; Public Relations Model; Symmetric Model; Transparency of Public Information. JEL Classification: H11, H83.

In this article we explore the human rights of children as important stakeholders in public relations (PR) practice by examining the phenomenon of social media influencer children, commonly termed kidfluencers. Children’s human rights in the digital realm have been a focus for the United Nations and those researching from media, communications and law disciplines, but have largely been ignored by PR scholarship. Given social media influencer relations is now an important part of PR practice, and a multibillion-dollar global industry, the need for more research on the genre from a PR perspective is apparent. Our research, using the UN (Human) Rights of the Child as a framework, and examining publicly available media reports on the topic of kidfluencers, uncovers key areas of concern for children working as kidfluencers, and for PR practitioners working with these children. We argue for more focus on children as stakeholders in PR research and suggest that PR practitioners and organisations need to put children at the centre of their thinking.

Women and public relations education and practice in the United Arab Emirates

While R Edward Freeman’s stakeholder theory has become one of the most generative contemporary management theories and has shaped the public relations lexicon, its influence on public relations theory and practice has been muted. In this essay, I use the work of the American pragmatist philosopher Richard Rorty to resituate Freeman’s theory and offer a vision of public relations practice that is grounded in what can be called humane conversation. After describing both the promise and limitations of stakeholder theory, I provide an overview of Rorty’s philosophical project and describe potential points of contact with Freeman’s theory. Then, I suggest how this encounter can frame a new understanding of public relations grounded in Rorty’s notions of contingency, irony, and solidarity, in which scholars, professionals, and students learn to see themselves as humane intellectuals in the fullest sense of the term.

PurposeThe modern corporation is evaluated by many measures that go beyond profit, which was the emphasis for years previously. Today’s corporation is weighed against expectations of many stakeholders, including not just customers but employees, investors, the government and even the public at large with no discernible financial or other tie to a company. As such, corporate boards necessarily must be concerned with more than financial performance, including corporate social responsibility (CSR) and the increasing emphasis on environmental, social and governance (ESG) metrics. Given that public relations scholars and practitioners have long been concerned with stakeholder relationships, social responsibility and other non-financial indicators, it would make sense that public relations has a more obvious presence on corporate boards.Design/methodology/approachThis study examined the 25 companies in the Fortune Modern Board 25 to determine how many board members had a background or expertise in public relations that would contribute to the leadership necessary for the concerns of the modern corporation, and whether the boards had a committee designated to public relations or related functions.FindingsResults show that there are few corporate boards that have public relations represented prominently in either their members or committees. The same is true for executive leadership teams. Public relations or communications executives do appear to play some role in ESG, CSR and DEI reporting, but often there are staff members with those specific titles and roles.Research limitations/implicationsThe study was limited to 25 corporations on a Forbes list that ranked them as best in communicating ESG, CSR and DEI. The method examined publicly available literature which was revealing to the research questions, but more could be learned by interview or survey with CCOs.Practical implicationsThe study shows the current presence of public relations capacity in terms of members of corporate boards, corporate committees and among the C-suite is not significant. Also, rather than PR as a function owning modern concerns of DEI, ESG and CSR, there are professionals with specific expertise in those areas who are responsible for those corporate issues.Social implicationsCorporate social responsibility (CSR), ESG (environmental, social, governance) and DEI (diversity, equity and inclusion) have recently been stressed as important for corporations to measure and report. The role of the public relations profession in managing and/or communicating in these areas is important to consider in terms of public expectations and satisfaction of communication on these subjects.Originality/valueThis paper is unique in integrating public relations theory and practice with board theory and the current management concerns with ESG, CSR and DEI. Little if any previous research has considered which professions are in charge of communicating on these concerns.