Public Relations Practitioners Research Articles

Gender Roles, Gender Bias, and Cultural Influences: Perceptions of Male and Female UAE Public Relations Professionals

Research into gender dynamics in the Public Relations (PR) industry has suggested that the gendered perceptions of PR roles, gender bias, and cultural norms may contribute to gender-related issues in the field. The current study, framed as an exploratory investigation, examines how PR professionals in the United Arab Emirates (UAE) perceive gender equality issues within their industry. Drawing on survey responses from 152 PR practitioners in the UAE, this research investigates the extent to which these professionals perceive gender equality issues in the PR sector. The survey results reveal positive perceptions of gender equality issues, although some specific gender-related concerns emerge. One key finding is that there are minimal gender differences in perceiving gender equality issues between male and female professionals. Respondents also expressed confidence that their organizations are implementing practices in support of gender equality and recognizing the impact of such practices on employee performance. Given the lack of data on gender equality in the UAE, this exploratory study contributes to a better understanding of gender equality among professionals and provides insights into the strategies for advancing gender equality in the sector.

USE OF CONFIDENTIAL INFORMATION BY PUBLIC RELATIONS PRACTITIONERS AND ITS REPRESENTATION IN ETHICAL CODES

Although ethical behaviour today is an essential part of Public Relations, in the short and intensive development of the profession and the period of professionalisation, Public Relations practitioners are faced increasingly with ethical dilemmas in their daily work for different organisations. At the same time, ethical behaviour is increasingly desirable and required, therefore, inclusion of practitioners in professional associations is crucial, as these have a significant impact on the actions of their members through their activities. In this study we analyse the contents of 30 national ethical codes of Public Relations associations, in order to verify how they regulate the protection and use of confidential information within their business communication. Based on the analysis of ethical codes, the paper identifies areas that relate directly or indirectly to the use and protection of confidential information of communication experts. With the substantive analysis, the definition of terms and categories, with a schematic representation, we have filled the gap in this area significantly, as the concept of confidentiality is treated holistically. Keywords: ethical codes, confidential sources, public relations, media sources, ethics.

MUTUAL PERCEPTION AND COOPERATION OF JOURNALISTS AND PUBLIC RELATIONS PROFESSIONALS WORKING IN CROATIAN PUBLIC AND STATE INSTITUTIONS

Over the past decades, journalists and public relations (PR) professionals have had a challenging relationship. In their work, journalists rely on PR practitioners to provide them with accurate information on time, while PR professionals count on journalists to report information objectively. This mutual dependence raised questions regarding their perception and cooperation. Even though many studies have been conducted to determine and analyze their relationship, they covered the PR field in general. This study focuses on political communication; more precisely on PR professionals working in state and public institutions in Croatia, and observes their mutual perception and cooperation with journalists. Quantitative research was conducted in March 2023 among journalists and PR professionals working in state and public institutions. An online questionnaire measuring twelve aspects of their mutual perception and cooperation was completed by 75 journalists working in different media institutions and 50 PR professionals employed in state and public institutions. The results showed significant differences between the two samples in terms of their mutual perception and cooperation. The results contribute to the existing literature on the PR-journalist relationship by pointing to a specific group of public relations professionals, observing and analyzing their cooperation with journalists. Keywords: public relations professionals, journalists, media, public and state institutions.

Mapping the Progress of Strategic Communication in Austria (1984 – 2020)

This paper provides an analysis of the submission trends for the Austrian-PR-State-Award from 1984 to 2020. It was discovered that despite the increased public visibility, specialization, and technological advances in PR, there has been no significant change in the perception and treatment of public relations during this period. A symbolic-interpretive approach to PR is more often practiced than a dialogue-oriented, performance-oriented approach. Furthermore, PR professionals focus more on gaining internal influence than actual performance improvement. As a result, professionalization efforts cannot be fully utilized due to the imbalance resulting from the above. The paper also analyzes the impact of this imbalance and discusses the research gaps that may exist in relation to PR educational and training elements. Possible solutions to enhance the professionalization of the PR industry include a shift towards a dialogue-oriented and performance-oriented practice, along with strong educational systems and training elements to help bridge the gap between research and practice. Additionally, PR practitioners need to have a good understanding of the organization’s goals and abilities in order to be able to strategize for maximum effectiveness. Through these measures, the PR industry can become more adept at managing complexity and leading organizations toward success.

“They are always ambiguous when they don't know how it will turn out.” Dissemination, Practices, and Ethical Assessment of Strategic Ambiguity

Strategic ambiguity increases an organization's scope for action. Ambiguous statements are, among other things, easier to deny; they also facilitate change. Strategic ambiguity has long been a theoretically well-established practice in organizational communication research. To date, the substantial number of theoretical and conceptual contributions has been contrasted by relatively few empirical studies of strategic ambiguity. This is the starting point of the present paper, which provides answers to the following research questions: How are the use and diffusion of strategic ambiguity perceived? What goals are pursued with strategic ambiguity? What ambiguous practices are used in strategic political communication? And finally: How is strategic ambiguity assessed ethically? To answer the research questions, semi-structured interviews were conducted. In addition to political PR practitioners, political journalists were also interviewed in order to contrast the self-assessments of PR practitioners with the external assessments of journalists. The results show that strategic ambiguity is perceived as very common in the field of politics. From an ethical perspective, strategic ambiguity is evaluated ambivalently: Protective motives, which are evaluated as legitimate, are contrasted with deliberately deceptive motives, which are evaluated as illegitimate.

Crime has a PR component: Public relations in U.S. mystery novels

Qualitative content analysis of 74 novels featuring public relations characters distributed in the United States demonstrates that, rather than attempting to replicate reality, the mystery genre reflects debates about such issues as honesty, confidentiality, and the relative value of negative publicity. PR practitioners fit into all of the conventional mystery character roles, but particularly the role of sleuth, where access to information and powerful people allows them to solve the mystery but also sometimes forces them to choose between the client/employer and the public interest. The study confirms Fitch’s (2015) contention that popular culture representations of public relations are best understood in their narrative and generic context.

The Evolving Role of Social Media in Public Relations in East African Countries

Purpose: The aim of this paper was to explore how social media platforms have transformed the landscape of public relations, examining best practices, challenges, and case studies. Methodology: The study adopted a desktop research methodology. Desk research refers to secondary data or that which can be collected without fieldwork. Desk research is basically involved in collecting data from existing resources hence it is often considered a low-cost technique as compared to field research, as the main cost is involved in executive's time, telephone charges and directories. Thus, the study relied on already published studies, reports and statistics. This secondary data was easily accessed through the online journals and library. Findings: The findings revealed that there exists a contextual and methodological gap relating to the evolving role of social media in public relations in east African countries. Preliminary empirical review revealed that organizations utilize social media for crisis communication in the digital age. Organizations increasingly use social media platforms during crises to provide real-time updates, address concerns, and engage with stakeholders. However, challenges arise in managing misinformation and maintaining consistent messaging across platforms. Recommendations: Social Identity Theory, Uses and Gratifications Theory, Dialogic Communication Theory may be used to anchor future studies on the evolving role of social media in public relations. PR practitioners should stay updated with the latest trends and technologies in the ever-changing landscape of social media. This includes familiarizing themselves with emerging platforms and understanding their unique functionalities. Maintaining a consistent brand voice and messaging across various social media channels is highlighted as essential for building a coherent and recognizable brand image. Thirdly, the study suggests harnessing the power of data analytics to monitor and measure the impact of social media campaigns, enabling PR professionals to make informed decisions and refine their strategies. Furthermore, cultivating authentic and transparent interactions with the audience and addressing negative sentiment are all deemed vital for maintaining credibility and trust in the digital realm

Analysis of the Role of Public Relations in Managing Brand Association Nature Republic

This research is about the analysis of public relations in managing the nature republic brand association. In this study, the role of public relations was found according to Dozier and Broom, as communication facilitators and communication technicians as public relations practitioners. This happens, because many skin care products have sprung up that have the same concept and purpose. The method used is qualitative descriptive, with data collection techniques of interviews, observation, and documentation. This research uses Emille Durkheim's functional theory in overcoming problems that arise, companies need public relations that can establish communication between companies and consumers. Based on the results of research and data analysis conducted, it was concluded that public relations through innovation, namely the official website of the naturerepublic.id in managing the nature republic brand association, keeps communication channels open so that company information and consumer desires are fulfilled

Contingency Theory and Public Emotions in Crisis Communication –A Conceptual Study

Aim. Problems are inevitable in the subtleties of organizational communication, but it does not mean confronting them is uncontrollable. This paper aims to offer a conceptual structure for investigating contingency theory in Public Relations (PR) during an organizational crisis. The research investigates PR practitioners’ use of advocacy and accommodation in contingency theory to intervene in crisis communication. It also offers insights into the public’s emotional response and coping mechanisms during a crisis, as well as how understanding these emotions (such as anger, anxiety, fear, and grief, among others) could aid PR professionals in developing more effective crisis communication methods. Method. Empirical research was conducted on the basis of literature reviews by observing and analyzing the existing literature on contingency theory, crisis communication in organizations, and public emotions. Results. This conceptual paper proposes and empirically tests a few propositions. The implications for future studies are included in the paper. Findings promote the adopting a dual-continuum strategy that might assist public relations professionals in preferring superior crisis management strategies for obtaining desired organizational outcomes. Conclusion. The authors assert that PR professionals must move from embracing Grunig’s four models of excellence to contingency theory for communicating strategically with the public. The authors propose to adopt a dual-continuum approach that varies from advocacy to accommodation and might provide practical guidance to choose a better stance adopted by the organization towards the public during a crisis. The negative emotions of the public influenced by a crisis along with their emotional coping approaches are also discussed.

IMPLEMENTASI CYBER PUBLIC RELATIONS DALAM PEMBENTUKAN CITRA KEPOLISIAN RESOR KOTA (POLRESTA) SAMARINDA

The new era of rapid development of information technology today not only affects some aspects, but also activities carried out by PR (Public Relations) practitioners. This indirectly requires PR practitioners to face changes, namely the transition from the conventional era to the digital era. Conventional to digital PR activities are also known as Cyber Public Relations (CPR). One of the challenges of PR in the digital world is managing negative opinions from the public that can affect the positive image built by the organization. Currently, police agencies are one of the state institutions that are vulnerable to negative public opinion and are often threatened by their reputation in the eyes of the public. Therefore, this research aims to examine the implementation of Cyber Public Relations of Samarinda Police in shaping a positive image in the eyes of the community and what obstacles are experienced to form a positive image. In this research, the theory used is the Excellence of Public Relations theory. To reveal these issues thoroughly and in depth, this research uses a qualitative method with a descriptive approach to explain the situation and conditions of Cyber Public Relations activities of Samarinda Police. The results of this study indicate that the implementation of Cyber Public Relations by the Public Relations of Samarinda Police has not been carried out comprehensively. CPR activities of Samarinda Police only reach the level of press agentcy and public information, Public Relations also has not involved the community in CPR activities to improve their image. Some of the obstacles experienced by Samarinda Police Public Relations are related to the lack of human resources and interaction from the public in the media they manage.

Behind the scenes: A critical discourse analysis of Botswana government power plays on Facebook during two post-millennial state-owned organizational crises

This article examines Facebook posts in Botswana to determine how government public relations (PR) practitioners used language to help protect the reputation of two state-owned agencies during times of crisis. For insufficiently prepared PR practitioners, crises can quickly become complex owing to the proliferation of social media which has dramatically reshaped crisis communication in non-Western, multicultural contexts. While crisis communication has drawn more scholarly interest, the way the Botswana Government use language to maintain power and legitimacy during emergencies represents a fresh case study. We use Critical Discourse Analysis (CDA) in our scrutiny of the Botswana Development Corporation (BDC) crisis of 2011, and the Botswana Railways (BR) crisis of 2019. The analysis reveals a corporate ideology of economic development used as an underlying manipulative and propagandistic form of organized persuasive communication (OPC) strategy aimed at establishing and maintaining power. The article also demonstrates how, via this strategy, the government uses state power to galvanize support and mobilize audiences to rally behind state-owned organizations.

Традиционен срещу дигитален PR – предимства и недостатъци

The purpose of this report is to analyze the transformations that have occurred in the field of public relations due to the introduction of digital technologies in the profession and to define the advantages and disadvantages of traditional and digital PR. The study focuses on the observation and analysis of the new phenomena in the field of public relations, in the aspect of the most common techniques and tools used by PR practitioners in their daily activities. The method used to collect information is an online survey conducted among public relations professionals. The results of the survey highlighted several elements of the profession that have undergone changes due to the rise of social media platforms. First and foremost, the element of networks and information emerges, as social media allows practitioners to create and maintain strong relationships and contacts while helping them stay current with relevant trends. The second element that emerges is helping to build and maintain a reputation and a more positive public image - a key element of PR. Strategies related to building this reputation, along with the companies' values, are coming to the fore, using social media as an important platform to promote them. From another perspective, the company's reach and communication with the public through social media allows for a two way conversation with the audience, along with facilitating the dissemination of information and gaining greater visibility online. The study succeeds in outlining the importance of social media while highlighting the limitations it faces as a tool.

Advantages and Disadvantages of Online Public Relations from The Lens of Internal Practitioners: Evidence from Jordan

This study explored the benefits and disadvantages of using online PR from the perspectives of university PR practitioners, employing in-depth face-to-face interviews with 22 PR managers from public and private Jordanian universities based on a purposive sampling technique. This research's main objective was to determine what these practitioners felt were the benefits and drawbacks of online PR. The data were analysed using NVivo 12 software to develop themes. The findings showed that the PR practitioners conceptualised online PR as a part of the modern technology revolution, effective and sustainable in this era. They said that online PR offered several benefits like potential cost savings, the ability to spread information, resolve student-related problems, and raise their organisation's visibility. However, they were concerned that online PR could lead to disadvantages like added costs because of the need to hire online experts. Among the recommendations drawn from the results are that strategies and their concomitant tactics must be developed to reach specific publics, qualified employees with the necessary skills must be hired and their skills updated with frequent training, employees must be incentivised to achieve their best performance, organisations should monitor social media to address and solve problems of their key publics, and metrics must be created to measure the impacts of online PR quantitatively.

Digital Technology and Public Relations Practice in Nigeria: A Critical Discourse

This work critically examined the impact of digital technology on public relations practice in Nigeria. The objectives of the study were to examine the role of digital technology on public relations practice in Nigeria, identify types of digital technology and examine the positive and negative impacts of digital technology on public relations practices. The study made use of qualitative research methods which relied on books, journals, internet sources, review of related literature to critically discourse the impact of digital media on public relation practice. The study which was anchored on uses and gasification theory and technology determinism theory revealed that the advent of digital technology has greatly impacted how public relations has been practised in Nigeria. The study concluded that digital technology has transformed modern life by adding immeasurable benefits to it. The study recommended that to maintain a favourable image in the organization, public relations practitioners should maintain absolute control over this new media technology and continually monitor the web for unwanted online exposure. Furthermore, inadequate and erroneous online information broadcast by disgruntled employees, customers, and stakeholders should be promptly addressed by PR experts in organizations to avoid unfriendly relations with the public.

AKTIVITAS CYBER PUBLIC RELATIONS ELMIKA HIJRAH MELALUI MEDIA SOSIAL

This research focused on the implementation of Cyber Public Relations activities through the use of social media. Cyber Public Relations activities are increasingly being carried out by Public Relations practitioners in line with the increasing internet users in Indonesia. The purpose of this study was to determine how the campaign activities carried out by Syar'i Muslim clothing companies through the implementation of Cyber Public Relations which focused on the use of social media through the stages of strategic communication planning. This research uses a qualitative case study method with data collection through observation, documentation and in-depth interviews with the owners and employees of the companies that are the research objects. The results showed that in campaign activities, the object under study had determined the values in Hijrah to be communicated in the implementation of Cyber Public Relations. In the communication media selection stage, the company uses social media Facebook, Twitter and finally focuses on using Instagram. As for measuring the effectiveness of the campaign, it has not been done optimally because it is only seen from the number of followers, likes, comments and shares obtained from each content uploaded on social media.

Reframing a global public relations practice: Identifying global capability framework from Asian perspective

Reframing public relations for a changing world remains a significant challenge. This study presents a three-year research project intended to propose the Capability Framework for public relations practitioners, employers/consultants, and academic communities in Malaysia. It has validated the three capabilities categories: communication, organisational, and professional, as encapsulated in Anne and Fawkes’s Global Capability Framework. The study employed a mixed-method approach with a dominant qualitative component. In the first part, the Delphi method was conducted to understand the fundamental issue of acceptability of the Global Capability Framework. Secondly, the study included an online survey that provided descriptive results about variations in the Global Capability Framework’s applicability within the Malaysian context. For the final part, interviews were organised to explore the views of three PR communities on the Global Capability Framework at the individual, organisational, and professional levels in Malaysia. This study is the first attempt to provide a comprehensive Global Capability Framework for the Malaysian context. We found that cultural capability should emerge as a new dimension of this framework in Malaysia's PR context. Hence, this study will benefit all PR communities in standardising and delivering a country-specific capability approach based on the Global Capability Framework to deal with national and global challenges in an increasingly complex world.

ROLE OF SOCIAL MEDIA IN CHANGING THE LANDSCAPE OF PUBLIC RELATIONS: A CASE STUDY OF PUBLIC RELATIONS PRACTITIONERS OF DIRECTORATE GENERAL OF PUBLIC RELATIONS PUNJAB

This study aimed to investigate the impact of social media on the public relations practices of DGPR Punjab. It sought to assess the extent to which social media is used by PR practitioners in DGPR, how it has transformed their working environment, and its influence on traditional PR tools. The study employed a quantitative approach and utilized surveys as the primary method of data collection. The sample consisted of 300 public relations practitioners from DGPR Punjab. The Two-Way Symmetrical Model served as the theoretical framework for the research questions. Data analysis involved the application of Kruskal-Walli’s test and correlation analysis. The results indicated that DGPR's PR practitioners make use of social media in their public relations activities, with social media overshadowing traditional media. Additionally, social media has brought about changes in how PR practitioners engage with their audience and stakeholders. Finally, social media is found to be more effective than traditional media in facilitating communication between DGPR's PR practitioners and the public/stakeholders. Keywords: Social media, DGPR, public relations, traditional media, PR practitioners.

Strategies to Build Relationships with the Media

Building relationships with the media is very important for public relations practitioners. Their success in carrying out PR tasks in order to reach the attention of audiences is largely determined by their understanding of strategies for building relations with the media as well as the intelligence and tactics of public relations practitioners in building relationships with media. Good relations with the mass media are built using the right communication strategy, namely the method used for smooth communication between public relations and the mass media. The good relations referred to here are good relations with media institutions and between public relations and journalists. A good relationship with the mass media is very important for public relations. Like an army going out to battle, he needs understanding and mastery of war strategy. Likewise with public relations practitioners, for the success of publicity, also requires understanding and mastery of strategies to build relationships with the media

Quo Vadis Communication?

This study investigates the perceptions of young PR/Comms professionals in Germany regarding the profession's current and future state, amidst the significant impact of the COVID-19 pandemic on the job market. The research builds on previous studies exploring the future of work and the PR industry, aiming to address gaps in literature regarding generational differences in attitudes and a critical reflective approach. The study used a standardized survey and purposeful and snowball sampling methods to select 160 PR practitioners under the age of 36.
 The results reveal that the next generation of PR/Communications professionals values intrinsic and idealistic factors when choosing an employer, but those without children pursue a more hedonistic agenda. Respondents perceive themselves as dealing with the ramifications of a VUCA world and consider trust as the most significant challenge within the next five years. The study highlights a significant gap between the societal and internal dimensions of PR/Communications and its actual implementation. The implications of the study suggest a need to address contentious questions surrounding the role and mission of PR/Comms in society, focusing on social impact and social value, and advocating for more collaborative and interdisciplinary approaches in training and learning practices.

Foreign Policy: Character of Nigeria’s President in Foreign Relationship (Case of Dr. Goodluck Ebele Jonathan)

This piece of write-up is aimed at examining whether or not Nigeria’s foreign policy under former President Goodluck Jonathan contributed to improving the image of Nigeria globally. The study reveals that Nigeria’s foreign policy over the years has been greatly sabotaged by inconsistencies and ambiguities. The study also shows that more than external challenges, it is the internal challenges that are dampening Nigeria’s attainment of positive international image and national transformation. Some of those challenges include leadership crisis, corruption, insurgency and terrorism amongst others. It is therefore recommended that major reorganization of the foreign services, such that positions in the diplomatic corps and other key positions will no longer be politicized and the government should integrate professional international public relations practitioners in its interactions with the international community at large, in order to effectively boost the global image of Nigeria.