Public Relations Practitioners Research Articles

فاعلية توظيف العلاقات العامة لربورتات الدردشة في التعريف بالخدمات في المؤسسات الحكومية

The study aimed to describe the effectiveness of employing public relations for chat bots in defining services in government institutions, by knowing the manifestations of public relations practitioners' interest in knowing information about chat bots and employing them in defining services in government institutions, services and areas of use, as well as the benefits achieved and the obstacles they face in this field, reaching their suggestions and their evaluation of the impact of these applications on their professional competence, and the future of public relations in light of chat bots. The study used the descriptive approach, and among the tools, the interview was used, and a questionnaire on the reality of public relations practitioners' use of chat bots in defining services in government institutions. The study sample consisted of (240) employees in the Corporate Communications and Public Relations Department in government institutions. As for the results of the study, it showed great interest from public relations practitioners in government institutions in chat bots and their use in managing corporate communication, as their aspects of use varied between crisis management and meeting the needs of the public. These technologies have contributed to improving the professional efficiency of most of the respondents by enhancing daily performance, speed of accomplishment, planning and decision-making. However, users faced challenges such as the difficulty of robots understanding customer feelings and fear of losing jobs. They suggested linking promotion to their ability to use them and provide training and technical support. Despite the benefits of robots, there are still concerns about the future of the public relations profession in light of this technology.

Public Perception on the Role of Public Relations Strategies for Peace-Building During Political Activities in Nigeria

The study set out to assess public perception of the role of public relations strategies for peace-building during political activities in Nigeria. The population of the study were electorates in the six Areas Councils of the Federal Capital Territory, Abuja, Nigeria. The study was supported by the excellent theory. A quantitative research approach was used. The findings revealed among others that public relations strategies used in peace-building during the 2023 general elections in FCT include dialogue, mediation, negotiation, arbitration, community relations, intercession, intervention, inquest, conciliation, adjudication, use of the mass media, public view and propaganda devices. Thus, the study recommended that the application of public relations strategies in peace-building during election-related matters in Nigeria should take a holistic and truthful approach by accommodating divergent views from the different segments of Nigerian society. Also, proper utilisation of the different types of media by public relations practitioners is imperative in bringing about peace during elections in Nigeria.

Strategi Meningkatkan Kepercayaan Publik (Studi Kasus: Bea Cukai Tanjung Perak)

Public relations is an important part of any organization or agency. This is because the activities carried out by public relations professionals aim and focus on building and maintaining a company's brand image and maintaining the reputation of the agency or organization in the eyes of the public. Providing understanding to the public requires parties responsible for providing information that connects organizations or agencies with the public. This party is none other than a PR or public relations practitioner. Apart from realizing that public relations plays an important role in building the image of an organization, the presence of public relations in the field of customs and excise is also recognized as a priority need. Customs and Excise Socialization functions to further strengthen community relations through the implementation of policy outreach regarding customs and excise. Customs and Excise Public Relations also relies on media to communicate with the public, including advertising, social media, and providing information on the latest developments in the customs sector. Public relations theory, public relations strategy, and social media are the theories examined in this research. This research uses descriptive qualitative research methods to collect data in the form of interviews and observations.

Mirah Bogor Hotel: Mastering Public Relations to Build a Lasting Brand Image

This article investigates the role of public relations in building the image of Mirah Bogor Hotel. Using a qualitative descriptive research method, the study found that effective public relations strategies include promotion, events, collaboration with media, and the use of social media. The research also highlighted that Corporate Social Responsibility (CSR) is a crucial strategy in building a positive hotel image. The challenges faced by hotels in building a positive image include communication crises, societal changes, and industry competition. The study's conclusion emphasizes the significant role of public relations in building and maintaining a positive hotel image. Recommendations for public relations practitioners include improving service quality and facilities, and being prepared to handle crises. This article comprehensively discusses the role of public relations in building hotel images, as well as the strategies and challenges faced by Mirah Bogor Hotel.

Public Relations Practitioners Leadership Skills as Determinants of Effective Communication in Organizations

Public Relations Practitioners Leadership Skills as Determinants of Effective Communication in Organizations

Using generative Artificial Intelligence tools in Public Relations: Ethical concerns and the impact on the profession in the Romanian context

The controversy surrounding ChatGPT has reopened the debate about the impact of new technologies in many fields of activities, including communication and PR. This study mapped Romanian PR practitioners’ use of generative AI and their perception of it, placing a special focus on the ethical concerns involved and the implications for the profession itself. We took a quantitative-qualitative approach by using both a survey and semi-structured interviews. Our goal was to determine the impact of generative artificial intelligence (AI) in the Romanian PR industry and to understand the reasons and challenges behind integrating generative AI in PR practice. The survey findings revealed a substantial adoption (73.5%) of AI within the Romanian PR community, with an overwhelming 91.6% of them using ChatGPT. The satisfaction level was remarkably high, with 92% expressing satisfaction with generative AI application efficacy. Benefits included timesaving, work simplification, and the reduction of repetitive tasks. Surprisingly, not only did 67.3% of respondents not perceive AI as an immediate threat to PR jobs, but 80.5% believed AI represents an opportunity for the industry. Indeed, almost all our interviewees admitted relief and satisfaction when using generative AI tools to complete their tasks. However, some concerns were expressed regarding the quality of the generative AI content and, in particular, the need to always check this kind of content by a human editor before using it. Moreover, PR professionals’ main ethical concerns are related to the issue of transparency towards their clients when using AI tools to produce different types of content.

Navigating ethical challenges in Indonesian digital public relations practices

<p>The emergence of Digital Public Relations (PR) management has revolutionized the way in which corporations communicate with their public, utilizing digital platforms to provide more dynamic and interactive communication. Nevertheless, this digital revolution has also resulted in a multitude of ethical dilemmas and challenges. This study aims to analyze the ethical dimensions of Digital Public Relations management in Indonesia, with a particular focus on the challenges encountered and the approaches employed for navigating them. This qualitative study employs in-depth interview as data collection method with two experienced Indonesian PR practitioners to gain comprehensive and detailed observations. The findings highlight various notable challenges in digital PR management, encompassing the need to uphold transparency in communications and guarantee social responsibility in every PR strategy. This study suggests an Ethical Digital Public Relations model that includes three fundamental ethical values: transparency, privacy management, and social responsibility, based on the aforementioned findings. Ultimately, the study recommends PR practitioners to adhere to these three values in order to successfully address ethical dilemmas and strengthen the credibility as well as reliability of their digital PR management. By upholding these values, PR practitioners can effectively handle ethical challenges and make a beneficial impact on the growing field of digital public relations.<strong></strong></p>

Subjective well-being perceptions of Portuguese Public Relations practitioners: a gender and stages of life analysis

PurposeThis research aims to explore perceptions of subjective well-being (SWB) in public relations (PR) practitioners, focusing on dimensions of job satisfaction, networking, relationships and work–life balance, while addressing the under-researched area of gender and age – related to stages of life – disparities in SWB within the PR industry.Design/methodology/approachEmploying a mixed-methods sequential explanatory design, this study utilised a survey, followed by semi-structured interviews to investigate SWB among PR professionals in Portugal, considering gender and stages of life differences.FindingsUsing a gendered and stages of life lens, this study found nuanced perceptions of SWB among Portuguese PR professionals. Older women showed higher emotional well-being but lower work evaluations than men, while young professionals exhibited less gender disparities in SWB. Men reported greater job satisfaction, emphasising passion, while women faced challenges like work overload and valued recognition. Gender differences were seen in networking, with men favouring teamwork and women valuing friendships for career advancement. Work–life balance issues, especially among older women, related to mental health.Originality/valueThis study contributes to filling the research gap regarding SWB in the PR industry, particularly in Portugal, offering insights into gender and stages of life dynamics that influence SWB perceptions, thereby informing strategies for enhancing well-being and productivity in PR workplaces.

2024 practice analysis: a comparison of expectations vs actual performance of essential competencies in public relations

PurposeWe conducted the Universal Accreditation Board (UAB) practice analysis to examine perceptions of US public relations practitioners and educators regarding the essential competencies for entry-level and mid-career professionals. This is a trend analysis survey that is conducted every five years to assess changes in required competencies.Design/methodology/approachThe survey was distributed via email to organizations affiliated with the UAB. Two variations of the survey were available to differentiate between practitioners and educators. The study was conducted from February through March of 2024.FindingsWe found practitioners’ expectations for others exceeded their own actual performance levels. This may be attributed to social comparison bias. We have provided recommendations for updating the Accreditation in Public Relations (APR) and certificate exams based on our findings. For example, we recommend senior professionals adopt a nurturing leadership style when mentoring young professionals. The study also revealed that educators overestimated generative artificial intelligence (AI) use in the workplace, as practitioners exhibited a slower rate of adoption of AI. The literature and theories that guided the paper were AI use, the history of accreditation in public relations and the diffusion of innovation theory.Originality/valueThis research paper provides insights related to the diffusion of AI competencies in the workplace. Additionally, this research adds to public relations literature by revealing the gap in expectations of senior professionals for beginning and mid-career professionals and their own job performance.

Understanding subjective well-being across a multi-generational workforce in public relations: a qualitative study

PurposeThe current inquiry advances the public relations field and practice in several ways. First, this research addresses a clear gap in research on subjective well-being, specifically among PR professionals across career stages and generations. Second, the findings reveal important generational similarities and differences in how PR practitioners talk about well-being. This provides an empirical basis for developing tailored, multi-generational approaches to supporting well-being in PR workplaces. Lastly, this research provides practical implications for PR professionals to understand generational perspectives and to implement flexible policies to improve well-being.Design/methodology/approachThe current study explored subjective well-being (SWB) across generations of public relations professionals. Using a qualitative approach, semi-structured interviews were conducted with 12 PR practitioners at various career levels – entry, mid-level and senior.FindingsAnalysis revealed several similarities but a key disparity among cohorts. Senior-level professionals specifically reported struggling with work–life balance and the perceived ability to be autonomous, while entry-level professionals expressed commitment to setting boundaries on their time. These findings highlight a need for the PR industry to establish flexible workplace standards that enable employees at different career stages to collaborate and support one another’s well-being.Practical implicationsOur findings will appeal to your readers who seek to cultivate employee subjective well-being and understand generational issues via qualitative methods. By conducting a qualitative study in an understudied area, PR industry leaders and managers can support employee well-being across generations and career stages.Originality/valueOur study is the first to examine generational dispositions as it relates to SWB across the public relations industry.

The American Peace Movement’s Use of Religious Influence and “The Pulpit” as a Public Relations Strategy in the Early 1800s

In response to calls for more public relations historical research in sectors outside business and before the 20th century, this research examines the communication efforts of American peace societies from the early to mid-1800s. It finds that peace societies demonstrated strategic intent, honored human agency, and employed full-time public relations practitioners. In addition, this research documents a nondenominational reform movement applying the strategic communication systems developed by American evangelical Christianity. Moreover, it pushes back the boundaries of the earliest known use of a religious public relations strategy by a social reform movement by 65 years.

The Role of Public Relations in an Illiberal State: The Case of Russia

Drawing upon in-depth interviews with seasoned public relations practitioners, this study suggests that the field of public relations in Russia has gradually transformed over the last 30 years from being relatively independent to being largely subordinated to political and business elites. Failure to sustain the role of public relations as a driver of democratization has coincided with the overall decline of democratic institutions in the country. Current practices in the field primarily focus on promoting government and business interests and lack a systemic approach to developing relations with citizens to address social problems. This study, which focuses on the Russian context, contributes to the body of literature on business communications and international public relations by analyzing how a country’s sociopolitical and economic context can influence transformations within the field of public relations; in this case, evolving from being relatively independent to becoming subordinate to political and business elites.

Empowering public relations for sustainability: examining the landscape in Turkey

PurposeThis paper examines the engagement of public relations (PR) in advancing sustainability within Turkey, exploring both current contributions and future potential. It analyzes how PR professionals and scholars conceptualize sustainability, revealing divergent perspectives within the industry. The study delves into the perceived roles and responsibilities of PR professionals in driving sustainable initiatives, highlighting the key challenges hindering their impact. Ultimately, the research identifies essential knowledge and skills needed to empower Turkish PR to effectively contribute to a more sustainable future.Design/methodology/approachThis study employs a qualitative research approach using semi-structured in-depth interviews with two distinct groups: experienced PR professionals holding director positions in agencies and corporate communication departments, and PR professors with at least five years of teaching experience in Turkey.FindingsThe findings reveal a dynamic, yet complex, landscape of sustainability within the Turkish PR industry. While PR professionals are actively integrating sustainability into strategic initiatives and emphasizing measurable impact, they face barriers to full integration, and their conceptualization of sustainability often differs from that of PR scholars. The findings point to a critical need for targeted education and professional development to better equip Turkish PR practitioners to drive sustainable development.Originality/valueMethodologically, the incorporation of representative groups, consisting of senior communication professionals and professors, offers valuable insights that can inform improvements in PR practices, enhance PR education, and advance the understanding of sustainability within the field of communication within the specific context of Turkey.

Analysis of Cyber Public Relations in Disseminating Indonesia’s Folu Net Sink 2030 Actions at the Ministry of Environment and Foresty

Indonesia Forestry and Other Land Use (FOLU) Net Sink 2030 is an initiative to reduce Green House Gas emissions from the forestry and land sectors in Indonesia. The aim of this program as a serious step in overcoming the problem of climate change. Dissemination of the Indonesia FOLU Net Sink 2030 action at the Public Relations Bureau, highlighting the importance of public communication in supporting the achievement of the 2030 FOLU Net Sink target. One of the strategic communications that is considered effective in disseminating the Indonesia FOLU Net Sink 2030 action is Cyber Public Relations or commonly called Online Public Relations. The aim of this research is to analyze the implementation of Cyber Public Relations carried out by the Public Relations Bureau of the Ministry of Environment and Forestry. This research was analyzed using the theory from Philips & Young (2009) regarding the four basic elements of online public relations that PR practitioners must pay attention to. So that from this research a digital public relations practice can be produced that is appropriate and measurable from the perspective of existing theory and reality. The difference between this research and previous research lies in the research object, and it does not only focus on one digital platform, but also several platforms used to implement cyber public relations. The results of this research show that the implementation of Cyber Public Relations carried out by the MoEF Public Relations Bureau has been measured in accordance with the theory used.

Reconceptualising Transparency in Journalism: Thinking Through Secrecy and PR Press Releases in News Cultures

ABSTRACT This article re-examines debates about transparency in journalism by using a sociological framework that analyses how transparency is held in a dynamic tension with secrecy. I use a specific empirical case study as the grounding for my analysis and then proceed to expand its scope to consider significant developments in transparency in the media. I take as my case study the relationship between UK journalists and public relations (PR) practitioners. Specifically, I analyse the ways in which press releases are shaped by PR practitioners, targeted at journalists, and are taken up by journalists in a UK news media context in which such “information subsidies” may be becoming ever more prevalent. Reframing transparency as one element in a compound phenomenon (the secrecy–transparency dynamic), I argue that practices of both transparency and secrecy are not merely situated within social contexts but are active in creating society and social relations. This approach pays close attention to how power operates in this shifting dynamic and offers new challenges for thinking about journalism’s role in society.

How Does PT Surya Sembada Integrate Corporate Social Responsibility into Its PR Strategy?

This study explores the important role of public relations (PR) in shaping and maintaining PT Surya Sembada's corporate reputation. As a cornerstone of organizational success, reputation serves as a critical asset in a competitive business landscape. The research utilizes a comprehensive approach of qualitative methods to assess the multifaceted dimensions of the PR strategy implemented by PT Surya Sembada. The investigation begins by examining the theoretical underpinnings of corporate reputation and the evolving landscape of PR practice in the contemporary business environment. It then delves into case-specific analysis, evaluating the effectiveness of PT Surya Sembada's PR initiatives in enhancing brand image, fostering stakeholder relationships, and mitigating potential crises. Key findings highlight the strategic alignment between PR efforts and corporate objectives, emphasizing the role of transparent communication in fostering trust among stakeholders. The study also underscores the impact of digital platforms and social media in shaping public perception, requiring proficient management by PR practitioners. In addition, this research highlights the challenges faced by PT Surya Sembada in maintaining a positive reputation amidst dynamic market conditions. It offers actionable insights to refine PR strategies, emphasizing the importance of adaptability and proactive communication to navigate unexpected challenges. This analysis enhances the understanding of the symbiotic relationship between PR and corporate reputation, offering practical recommendations for PT Surya Sembada and other companies to enhance their reputational resilience in the current business environment.

Public Relations and LGBTQ+ Equality Issues: Supporting the Rights and Representation of the LGBTQ+ Community in Media and Society

The function of Public Relations is very important in shaping public opinion, especially regarding sensitive issues such as LGBTQ+ equality. Since the representation and rights of the LGBTQ+ community are often still limited and biased in the media and society, it is important to examine further how public Relations can support advocacy for these communities. This study aims to investigate Public Relations strategies and actions that support LGBTQ+ equality and assess how effective they are in increasing the positive image of the LGBTQ+ community in the media and general public. This research focuses on identifying Public Relations actions that assist in accepting and respecting LGBTQ+ rights. The research methods used are quantitative and qualitative. This method was chosen for data collection and analysis involving interviews, media content analysis related to the LGBTQ+ equality campaign, and surveys regarding public perceptions of the campaign. The results of this research show that inclusive and educational communication strategies from Public Relations can increase awareness and support for LGBTQ+ issues. Campaigns that highlight personal stories, collaborations with influencers, and advocacy activities are effective in creating a more inclusive and empathetic dialogue in society. This research concludes that Public Relations plays a crucial role in supporting LGBTQ+ equality through effective and inclusive communication approaches. Strong collaboration between Public Relations practitioners, the media, and the LGBTQ+ community is needed to expand LGBTQ+ representation and rights. Public Relations serves as an important intermediary to promote better understanding and social acceptance of the LGBTQ+ community

Artificial Intelligence (AI) in Public Relations: Corporate Practices in Indonesia

The advancement of Artificial Intelligence (AI) has brought about significant changes in various industries, including public relations (PR) practices in companies. This research aims to explore the implementation of AI in corporate PR activities in Indonesia. Using a case study approach with in-depth interviews with PR practitioners from three major companies, this research reveals how AI is being used to optimise PR functions. The findings show that AI is primarily used to accelerate media and sentiment analysis, facilitate social media content management, and enhance personalisation and automation in marketing communications. However, there are still limitations to the implementation of AI due to resource constraints and regulatory factors. This research contributes to a better understanding of AI adoption in corporate PR practices in Indonesia and its future development potential. By examining real-world cases, it provides valuable insights into the opportunities and challenges associated with using AI for strategic communication efforts in an emerging market context.

საზოგადოებასთან ურთიერთობის განვითარება ხელოვნური ინტელექტის გამოყენებით

In today's rapidly changing media environment, the intersection of public relations (PR) and artificial intelligence (AI) is shaping the future of communication strategies. This article explores the transformative impact of artificial intelligence on PR practice, highlighting key developments, challenges and opportunities in the use of AI technologies. From real-time media monitoring and sentiment analysis to personalized communication and crisis management, AI is revolutionizing how PR professionals engage with audiences and manage brand reputation. Using artificial intelligence, PR practitioners can more effectively deal with the complexities of the digital age, implementing targeted, data-driven communication strategies. The dynamic relationship between artificial intelligence (AI) and public relations (PR) is discussed. The ways in which artificial intelligence is changing and at the same time helping traditional PR practices are analyzed. Besides, the ways the field is dealing with new challenges and enhancing the effectiveness of communication strategies in the modern, changed, accelerated time and space is discussed.

Communicating and managing aspirational talk-action tensions: An integrated approach of CSR discourse analysis

Inspired by propositions founded on the Communication as Constitutive of Organization literature, this paper employed a mixed method combining Cultural Discourse Analysis (CuDA) with Corpus Linguistics to investigate how companies manage aspirational talk-action tensions in corporate social responsibility (CSR) discourses for social license to operate. Ten sustainability reports of five companies in Singapore and Hong Kong were accessed to examine the emergence of CuDA discursive hubs (identity, relation, emotion, action, and dwelling), the articulation of linguistic elements via concordance analysis, and the adoption of socio-cultural dimensions in addressing tension mechanisms. Findings revealed intricate communication dynamics resulting in four strategies that companies undertook to address and manage discrepancies, thereby enabling the construction of effective narrative CSR communication. These strategies provide valuable insights for public relations practitioners who engage in sustainability reporting and seek to adequately handle aspirational talk-action tensions that can possibly cause negative impacts.