Purpose -The purpose of this paper is to explore the use of personal contact networks in the UK public relations sector, focusing on the barriers to networking identified by practitioners. Design/methodology/approach -Empirical research using qualitative methodologies of in-depth interviews and repertory grids conducted with directors, managers and executives in seven UK public relations agencies. Findings -UK public relations practitioners in the study may face up to 17 barriers to networking drivers and actions. Three types of barriers emerged -psychological, situational and social. Female practitioners identified all 17 barriers to networking, whereas men identified seven. Research limitations/implications -An insight into the differences in men and women's networking experiences in a growing professional service, especially those negatively influencing their activities. Gender differences are identified and the apparent exclusion from power networks, especially of younger females. Practical implications -UK public relations practitioners may be hindered in the key managerial area of networking, with women perceiving themselves to face more barriers than men. This poses challenges for practitioners to overcome such obstacles, especially for women in this female-dominated industry. Consultancies must consider remedial strategies to counter barriers their employees face, or potentially limit their access to resources and influence which personal networks can bring. Originality/value -The paper is one of the first studies into personal contact networks in the UK public relations industry. It reveals the extent to which both men and women in this professional service face barriers to networking. The paper identifies that women in particular may experience more than twice as many barriers as male counterparts and suggests younger women may be being placed at a disadvantage.
European Journal of Marketing1 Marketing agency-client relationships: towards a research agenda. Abstract Purpose -Since agencies play a pivotal role in operationalising marketing strategy, this relationship is central to marketing theory, management and practice. This article presents the first systematic review of the literature relating to the relationships between organisations and their marketing agencies, the agency-client relationship, and presents a concept matrix that identifies the key areas of investigation, and topics where further research would be beneficial.Design/methodology/approach -A systematic review of the literature was performed using key databases and search terms, and filtering on the basis of criteria relating, for example, to relevance and format, to create a core set of refereed articles on the agency-client relationship in the marketing and advertising domains. Bibliographic and thematic analysis was used to profile the literature in the dataset, and to draw out key themes. Findings:The article provides an analysis of the extant knowledge base, including key themes, journals, and research methods. The following themes emerged from the literature, and are used to elaborate further on the existing body of knowledge: conflict, client account management, contracts and agency theory, cultural and international perspectives and co-creation. An agenda for future research is proposed that advocates a focus on theoretical foundations, research strategies, and research topics and themes.Originality/value: This is the first systematic review of the literature on agencyclient relationships, which is scattered across disciplines and informed by several theoretical perspectives. Given the increasing complexity of agency-client relationships in the digital age, and increasing need to understand 'marketing-aspractice', the coherent overview offered by this article is of particular value for guiding future research.
This paper explores the importance and approach to managing public affairs as an increasingly important externalfacing function in corporations operating in an increasingly complex, interconnected and politicized global business environment. Drawing on evidence gathered from a multi-site case study of the public affairs function operating within a globally based consumer products company, supplemented by evidence from interviews with public affairs professionals from a cross section of other international companies, the paper examines the role played by public affairs professionals in managing the organizational-government-citizen interface and the issues that can arise from such potentially complex interactions. The paper examines a number of key factors that have influenced the way public affairs operates and can be managed on a global scale, and highlights the challenges that global organizations face in ensuring they have an effective global public affairs presence, capable of handling the array of contingencies that any organization may have to confront in pursuing its goals.
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