Public Relations Theory: Past, Present and Future

Botan, Carl H.; Trowbridge, Janey G.

doi:10.1007/978-3-531-18917-8_22

Cited by 4 publications

(4 citation statements)

References 24 publications

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“…Expectations and public interpretations of the communication practitioner change and vary. On the one hand, they can be negatively associated with persuasion and manipulation (Hackley, 2007), doing "dirty work" (Ashforth et al, 2017), following orders and, therefore, subordinating any ethical judgments of their own (Botan & Trowbridge, 2015). On the other hand, PR professionals can be seen as "ethical guardians" (L'Etang, 2011)advocating for public opinion and building prerequisites for dialogue.…”

Section: The Engagement Turn In Work: Competences Skills Identities and Ethics Of Communication Professionalsmentioning

confidence: 99%

The Engagement Imperative: Experiences of Communication Practitioners’ Brand Work in the Music Industry

Edlom

2022

MaC

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Due to societal trends, such as digitalisation, platformisation, and active and co-creative audiences, new organisational practices have surfaced. This study examines how communication practitioners experience their changing work in a new communication environment in which participatory cultural norms are becoming standard in strategic communication. I argue that the requirements to produce audience engagement affect the communication work and the communication workers. This study uses the popular music industry as a case, and is based on interviews with communication practitioners as well as on the qualitative text analysis of reports and newsletters from the music marketing firm Music Ally to the music industry. The study shows that communication practitioners within the industry experience a duty to create audience engagement—an engagement imperative. Although the practitioners are highly skilled in digital communication and social media, they often see the development of digital promotional culture as a challenge and express a lack of a deeper understanding of engagement. This study highlights implications for their professional roles, competences, and identities as well as ethical implications regarding the exploitation of audiences in communication work.

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Section: The Engagement Turn In Work: Competences Skills Identities and Ethics Of Communication Professionalsmentioning

confidence: 99%

The Engagement Imperative: Experiences of Communication Practitioners’ Brand Work in the Music Industry

Edlom

2022

MaC

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“…They are considered as public relations decision options that are chosen in line with particular goals concerning public perception. One might, for example, even look at the 2011 protests in Greece through the prism of public relations and frame them as an attempt at strategic public communication (Botan and Trowbridge, 2015: 357–358). So, it seems that communication is increasingly observed and analyzed under the assumption of strategic decision-making toward public perception.…”

Section: In Detail: Public Relations Decisions As a Particular Form Omentioning

confidence: 99%

“… 1. To be sure, there are also other ways in which the field could be characterized: Botan et al, for example, draw a distinction between functional and co-creational approaches (Botan and Taylor, 2004; Botan and Trowbridge, 2015). Heath, meanwhile, distinguishes between ‘management adjustive, discourse engagement and normative/critical/ethical’ paradigms as the main frameworks in current public relations theory (Heath, 2013: 1). …”

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confidence: 99%

Public relations as a complex decision-based practice

Oßwald

2019

Public Relations Inquiry

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This article considers public relations through the prism of decision-making. Decisions can be regarded as a way of dealing with complexity. In the following, two approaches to decisions and complexity are discussed. The first is an actor-based prescriptive approach, which focuses on decision-making as a means of managing environmental complexity. There are different tools and techniques that support public relations managers in finding adequate responses. The second is a descriptive approach, which is more interested in the ways in which such tools and techniques contribute to the complex decision process itself. In accordance with Niklas Luhmann’s systems theory, public relations decisions are regarded as a specific form of communication that (a) emphasizes the selectivity of the process by specifying particular public relations options or choices, (b) attributes this selection to a ‘decision-maker’ (e.g. a public relations manager) while simultaneously presuming strategic intent with respect to public perception, and (c) engages the past and future in a specific way. A decision-based approach that builds on communication may thus contribute to a more detailed understanding of public relations practice. Such an approach raises, among others, questions concerning strategic public relations options or the participation of digital entities as ‘decision-makers’. With its focus on decisions as communications, it furthermore links the field of public relations research to schools of thought such as CCO (communicative constitution of organizations) and strategy as practice.

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“…Hence, being one of the fastest growing occupation which is undergoing rapid transformation (Botan & Trowbridge, 2015), the PR profession may require to take pivotal roles in the organization structure while taking on senior management roles (Thurlow et al, 2018). In other words, the PR practitioner should assume a strategic and problem-solving management function, surpassing the publicist or the press agentry https://doi.…”

Section: Introductionmentioning

confidence: 99%

Exploring Beyond Tactical and Managerial Conventions of Public Relations for Organizational Effectivess

Krishnan¹,

Ahmad²

2022

European Proceedings of Social and Behavioural Sciences

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This research aims to position the practices of public relations (PR) at the strategic level of the organization. First, the study explores the scope of PR and its associated practices, while the following objective maps the practices to the strategic and less-strategic concepts of PR. Finally, the study assesses the need for PR practices towards meeting significant needs of the organization. Data collection comprise four methods; literature review, reference to industrial roles and responsibilities, a survey, and interviews with practitioners and senior managers from government linked companies, public listed companies and multinationals in Malaysia to gain insights on what is expected from the PR / communication practitioner. These methods serve to triangulate the findings in the aim towards optimizing the communication portfolio. The data analysis finds that, to elevate the communication portfolio of an organization to significant heights, there is a need to consider the alignment between strategic aspects of PR communication practices, present industrial practices, and formal PR education in the aim to position practitioners which would result in the PR role contributing to business significantly. From such a perspective, PR contributes to strategic business positioning while enhancing its reputation as an esteemed career to pursue. In short, this research explores the potentials of PR for enhanced levels of roles and responsibilities, particularly in its contribution to organizational business outcomes while proving its relevance within a disruptive business ecosystem thus being able to accommodate emerging trends.

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Public Relations Theory: Past, Present and Future

Cited by 4 publications

References 24 publications

The Engagement Imperative: Experiences of Communication Practitioners’ Brand Work in the Music Industry

The Engagement Imperative: Experiences of Communication Practitioners’ Brand Work in the Music Industry

Public relations as a complex decision-based practice

Exploring Beyond Tactical and Managerial Conventions of Public Relations for Organizational Effectivess

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