Today's Public Relations: An Introduction is a comprehensive text that features all aspects of public relations with specific sensitivity to the message strategies that challenge practitioners to be ...successful, yet ethical. In this book, authors Robert L. Heath and W. Timothy Coombs redefine the teaching of public relations by discussing its connection to mass communication while linking it to its rhetorical heritage. The text features coverage of ethics, research, strategy, planning, evaluation, media selection, promotion and publicity, crisis communication, risk communication, and collaborative decision making as ways to create, maintain, and repair relationships between organizations and the persons who can affect their success.
Public Relations (PR) faces many challenges in respect to society (loss of trust, polarization), organizational terms (increased demands on legitimacy and responsibility) and in terms of ...communication (speed of communication processes, increased number of communication and communicators). As a result, communication must be faster, more flexible, more consistent and more transparent. Organizational conditions must also be established to meet these demands. Speed and flexibility must be ensured in terms of structure and personnel. Organizational structures and processes must be designed accordingly. This article focuses on the discussion of organizational theory, selects meaningful concepts and applies them to the reality of PR. It concludes that newsroom-like structures in PR, which take such theories and concepts into account, provide a suitable answer to these challenges. Accordingly, this article develops a definition of PR newsroom concepts. Firstly, the PR newsroom is presented as a multidimensional concept in which topic and channel levels are intertwined. Secondly, newsrooms are described as agile organizations with flat hierarchies and high internal autonomy. These structures are characterized by topic-oriented management. Such units must still be strategically integrated into the overall organization. Examples from German-speaking countries are provided. Finally, this article proposes five requirements for PR to fulfill in order to be able to cope organizationally both addressing present challenges as well as future ones. Keywords: future public relations, organization, agile organization, corporate communication, newsroom L'avenir des relations publiques comme défi organisationnel : contrôle thématique, intégration stratégique et organisation agile dans la salle de presse des relations publiques Les relations publiques (RP) sont confrontées à de nombreux défis en termes de société (perte de confiance, polarisation), d'organisation (exigences accrues de légitimité et de responsabilité) et de communication (vitesse des processus de communication, nombre accru de communicants et de communicateurs). En conséquence, la communication doit être plus rapide, plus flexible, plus cohérente et plus transparente. Des conditions organisationnelles doivent également être établies pour répondre à ces exigences. La rapidité et la flexibilité doivent être assurées en termes de structure et de personnel. Les structures et processus organisationnels doivent être conçus en conséquence. Cet article se concentre sur la discussion de la théorie organisationnelle, sélectionne des concepts significatifs et les applique à la réalité des relations publiques. Il conclut que les structures de type salle de rédaction dans les relations publiques, qui prennent en compte ces théories et concepts, fournissent une réponse appropriée à ces défis. En conséquence, cet article développe une définition du concept de salle de rédaction de relations publiques. Premièrement, la salle de rédaction de relations publiques est présentée comme un concept multidimensionnel dans lequel les niveaux de sujet et de chaîne sont entrelacés. Deuxièmement, les rédactions sont décrites comme des organisations agiles avec des hiérarchies plates et une grande autonomie interne. Ces structures se caractérisent par une gestion thématique. De telles unités doivent encore être stratégiquement intégrées dans l'ensemble de l'organisation. Des exemples de pays germanophones sont fournis. Enfin, cet article propose cinq exigences que les relations publiques doivent remplir afin d'être en mesure de faire face de manière organisationnelle à la fois aux défis actuels et futurs. Mots-clés : relations publiques futures, organisation, organisation agile, communication d'entreprise, rédaction
Existen varios estudios e informes que identifican los desafíos y retos que deben asumir las Relaciones Públicas en los próximos años, pero ¿cómo los afrontará el ámbito profesional?, ¿están las ...organizaciones e instituciones preparadas para asumir las nuevas necesidades que demandan una adaptación constante?, ¿cuáles son las prioridades que deben establecer para que la profesión se renueve? Para afrontar los retos que depara el futuro en la sociedad cambiante en la que vivimos, la profesión debe apostar por la formación. Gracias a la formación, los profesionales de las Relaciones Públicas podrán lograr un elevado grado de especialización en la disciplina. Visión estratégica, evaluación, apuesta por la calidad y por el compromiso ético de la profesión, transparencia, así como inclusión e igualdad, deben ser los referentes del sector.
En estas páginas hallamos rigor científico en los análisis, postulados y resultados de cada capítulo, pues los autores son todos miembros de la Academia y aplican por ello no sólo su acervo cultural ...inherente a su experiencia universitaria, sino el método científico a sus textos, de manera que se asegura así que lo escrito responde al máximo rigor intelectual exigible.
Bu araştırma, İstanbul Sanayi Odasına kayıtlı ilk 500'e giren işletmelerin hangi halkla ilişkiler modellerini tercih ettikleri ve bu tercih edilen modellerin halkla ilişkiler performansı ve işletme ...performanslarını nasıl etkilediǧini ortaya koymayı amaçlamıştır. Araştırma sonucunda halkla ilişkiler modellerinden olan kamuoyu bilgilendirme ve çift yönlü asimetrik modeli ile halkla ilişkiler performansı arasında pozitif ilişkiye ulaşılırken, basın ajansı modeli ve çift yönlü simetrik model ile halkla ilişkiler performansı arasında bir ilişkiye rastlanmamıştır. Ayrıca araştırmada yapılan analizler sonucu halkla ilişkiler performansının işletme performansını pozitif etkilediǧi görülmüştür. Araştırmanın verileri anket yolu ile toplanmış ve bu veriler SMART PLS ve SPSS 20 programları kullanılarak analiz edilmiştir.
The rapid diffusion of “microblogging” services such as Twitter is ushering in a new era of possibilities for organizations to communicate with and engage their core stakeholders and the general ...public. To enhance understanding of the communicative functions microblogging serves for organizations, this study examines the Twitter utilization practices of the 100 largest nonprofit organizations in the United States. The analysis reveals there are three key functions of microblogging updates—“information,”“community,” and “action.” Though the informational use of microblogging is extensive, nonprofit organizations are better at using Twitter to strategically engage their stakeholders via dialogic and community‐building practices than they have been with traditional websites. The adoption of social media appears to have engendered new paradigms of public engagement.
Most research on public relations (PR) roles takes the starting point of PR as an indispensable boundary-spanning function. Context may explain how PR is performed and which skills are important, but ...not the degree to which PR is necessary. In this article, we tackle the latter question by identifying and discussing the role of the low-flying communicator in the Danish region of North Jutland. The study is based on individual and focus group interviews with communication practitioners and students. The results show that many regional companies have established a communicative comfort zone “under the radar” of public attention. This leads to recruitment problems. Companies are less visible in the labour market and depend on graduates who stay in the region for personal reasons. A certain unwillingness to cross boundaries of social and public spaces feeds into sense-making but also contestable role understandings of PR practice and education in regional contexts.
This book presents a unique overview of public relations history, tracing the development of the profession and its practices in a variety of sectors, ranging from politics, education, social ...movements, and corporate communication to entertainment.
Author Cayce Myers examines the institutional pressures, including financial, legal, and ethical considerations, that have shaped public relations and have led to the parameters in which the practice is executed today, exploring the role that underrepresented groups and sectors (both in the U.S. and internationally) played in its formation. The book presents the diversity and nuance of public relations practice while also providing a cohesive narrative that engages readers in the complex development of this influential profession.
Public Relations History is an excellent resource for upper-level undergraduate and graduate courses covering public relations theory, management, and administration; mass communication history; and media history.
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