Public Relations: Too Little Emphasis on Communication

Abstract

Examining the literature on public relations, the notion emerges that all major public relations approaches recognize communication as a means to "do" public relations; some even use "communication" in the name of their approach. However, as a key concept that needs to be defined and discussed, communication is largely

Back to the Roots? The Applications of Communication Science Theories in Strategic Communication Research

“…Going "back to the roots" of communication theories in strategic communication can help generate new insights to our field, by focusing on communicative variables as causal or functional explanatory variables (Pavitt, 2010) and by analyzing strategic communication phenomena from micro, meso-, and macro levels. This is in line with the central perspective in strategic communication scholarship (and practice) that communication is the primary way to create meaning when building relationships (van Ruler, 2016(van Ruler, , 2018van Ruler & Verčič, 2005). By using established and developing new communication science theories in the field, the "underrated pillar" of communication (van Ruler, 2018, p. 367) can be strengthened.…”

“…Researchers need to "work towards a consilient synthesis, that is, a theoretical framework that contains nonrelativistic conjectures about the world from a nucleus for research to accumulate around" (Nothhaft, 2016, p. 69). Since strategic communication of organizations and all the connected academic clusters have their common roots in communication (van Ruler, 2018(van Ruler, , 2016van Ruler & Verčič, 2005), communication science theories can be seen as the appropriate framework for studying strategic communication of organisations to mature as a discipline (Sisco, Collins, & Zoch, 2011). Within communication science, three major traditions of analyzing, investigating and explaining communication phenomena in society are distinguished: a social science approach towards communication, next to an interpretative, and a critical research approach (Anderson & Baym, 2004).…”

Consumer empowerment in corporate social responsibility: the effect of participatory CSR on company admiration and word-of-mouth communications

“…First, this work primarily seeks to define participatory CSR as a form of consumer engagement and empowerment in CSR communication, based on Morsing and Schultz's (2006) typology of CSR communication strategies. Reflecting van Ruler's (2016) view that public relations is “management of the processes of meaning creation (=communication) in order to build relationships/reputation/public trust/legitimation” (p. 23), this study regards CSR communication as an important public relations function that facilitates generating CSR awareness, garnering public support, and further cocreating values with publics. Second, based on the notion of consumer empowerment, this study examines how participatory CSR affects publics’ perceptions of self-efficacy and social worth, thereby resulting in positive perceptions of the company and favorable intentions to engage in word-of-mouth (WOM) communication about the company and its CSR efforts.…”

How can organizational communication impact society? Reflections from the communication practice in Portuguese communication agencies

“…The public relations societal approach looks at this through the communication's public role not for organizations themselves but on a major structure for society (van Ruler, 2016).…”