This paper analyses the communication campaign of a small industry plant, the Fuji Xerox Eco Manufacturing Center in Sydney, Australia. Disproportionably to its size, it has become a national and world leader in the push for waste free, sustainable manufacturing. The rarity of the case—a resource‐poor for‐profit organization taking the role of an influential advocate—helps to highlight the centrality of public relations in the promotional mix. I examine ‘remanufacturing’ not as a one‐off technical innovation, but as prolonged internal and external communication campaign. I also stress on the public character of internal communication, where public relations is instrumental from the start. I draft and discuss an alternative model of integrated marketing communications for small businesses and nonprofits. Integration happens here on personnel rather than organizational (interdepartmental) level. The more such organizations turn towards external causes and multiple publics—as in this case of industrial advocacy and public affairs—the more likely public relations transforms from a component into the organizing principle of the communication strategy. Copyright © 2008 John Wiley & Sons, Ltd.
When we issued a call for papers in the summer 2019, little did we know that this special issue Taboos in Health Communication: Stigma, Silence and Voice will see the light of day in a very different world to the one BC, i.e. Before COVID-19. Just as the first manuscripts started to arrive towards the end of the year, the new coronavirus infectious respiratory illness started in Wuhan, China and was declared a global pandemic by the World Health Organization (WHO) on 11 March 2020 (WHO, 2020). COVID-19 rapidly swept through the globe with unprecedented health, economic and social consequences. Up until October 2021, when this editorial was written, more than 235 million of confirmed COVID-19 cases and almost 5 million deaths have been registered worldwide (WHO, 2021), making this the most deadly pandemic in living memory. COVID-19 has not only had disastrous consequences for public health. Various levels of preventative measures and restrictions to slow or stop its spread and protect health systems from being overwhelmed have resulted in a global economic crash and unemployment equivalent to the Great Depression, while "stay-at-home" orders led to spikes in domestic violence and the "social distancing" guidance exacerbated loneliness and mental health crisis.The virus has affected all spheres of life with a very profound impact on the industry of health communication and public relations, which have found themselves at the forefront of tackling the pandemic. Suddenly, one single issue of health communicationmanaging and communicating the COVID-19 pandemic responseconsumed health institutions, governments and public opinion, rendering other illnesses and conditions, including some discussed in this special issue, secondary and less important during the crisis.In the light of these developments, a concern started growing within the editorial team; have the papers in our special issue become outdated even before their publication? How relevant will they still be in a post-pandemic world? Yet amidst our fears of its obscurity, the special issue has been rather gaining importance. As the COVID-19 global pandemic was gripping the world, it has become increasingly clear that it has amplified public health problems and trends that were central to our call, including taboos, silences and voices associated with mental health, reproductive health, maternal health and (anti-)vaccination movements. Health organisations, social movements and advocacy groups have made important communicative advancements in some of these areas pre-pandemic in terms of gaining medical attention, breaking the silence, challenging societal norms, raising public awareness, increasing public understanding, and influencing policy (including activism); the progress that now largely appears to be diminished. Pre-existing taboos and stigmas associated with these issues pushed them back into the sphere of invisibility and silence. But just because they are silenced in the darkness, it does not mean that they disappear.
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