Global public relations and communication management: A European perspective

Verčič, Dejan; Zerfaß, Ansgar; Wiesenberg, Markus

doi:10.1016/j.pubrev.2015.06.017

Cited by 24 publications

(18 citation statements)

References 16 publications

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“…The main aim is to continuously improve the quality of the communication and its value for the organization (Vos, 2015). According to Verčič et al (2015), finding internationally socialized people to "… work in a cross-cultural setting, and capable of taking international and global public relations practice to a new level …" (p. 791) is a major challenge. This is also demonstrated in the three projects examined.…”

Section: Adapted Methodology For Project Prmentioning

confidence: 99%

Opportunities for Strategic Public Relations – Evaluation of International Research and Innovation Project Dissemination

Henriksson¹,

Ruoslahti²,

Hyttinen³

2018

Advances in Public Relations and Communication Management

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European industry, academia, and potential end users for future solutions are widely involved in applying for European Union (EU) funding of research and innovation and implementation of the projects. Funding instrument requirements emphasize the influence of skills and knowhow of these project consortia professionals. This chapter proposes a co-creative model for communication and dissemination, or project PR, based on the experiences of both planning and coordinating dissemination activities of three EU funded projects. Multidisciplinary international project PR offers strategic opportunities for PR professionals. The model employs the co-creation methods based on the pedagogical model called Learning by Developing (Laurea, 2011). In addition to the pedagogical model, the proposed conceptualization of co-creation for public relations and dissemination utilizes a media evaluation framework, which is adapted from Vos & Schoemaker's model (2004), combining elements of both balanced scorecard and quality management. The findings demonstrate that commitment and active participation of end user groups in the early stage of the project are needed for successful dissemination, which should be supported by each partner's PR actions and networks. The dissemination process should start when the project begins, be ongoing, even extending to beyond the project. Dissemination is an expanding process, and it requires facilitation that supports PR and the engagement of key stakeholders. The European Commission can gain from modernized PR and dissemination activities, and from as many end users as possible adopting new innovations, which generate more business possibilities for the industry, and further research projects for the academia.These same principles can be applied to projects as well as established organizations. Communication plays a role in a project's economic and social goals by seeking to enhance the reputation of the project in question, positioning of its outcomes and deliverables, and internal consistency. In their strategy map for communication, Vos & Schoemaker (2011) look at communication on four different levels: organizational goals, communication goals, key processes, and learning and growth.On the first level, organizational goals, or in this case common goals for a project network, are added value and social acceptance. On the second level, communication goals, are reputation and being rooted in the social environment; project outcomes are positioned as products or services, and coherence as the organization of the project network. On the third level, key processes include monitoring stakeholder perception, examining communication via news, social media, etc., and facilitation of network exchange. These key processes are identifiable in the dissemination and communication plans for all three projects ABC4EU, IECEU, and GAP. On the fourth level, learning and growth, one can find communication planning and research, and knowledge management and training. The focus of this chapter is on this level.Project...

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Section: Adapted Methodology For Project Prmentioning

confidence: 99%

Opportunities for Strategic Public Relations – Evaluation of International Research and Innovation Project Dissemination

Henriksson¹,

Ruoslahti²,

Hyttinen³

2018

Advances in Public Relations and Communication Management

View full text Add to dashboard Cite

show abstract

“…If you make your text clear, and understandable, it will make your communications processes easier and lead to greater reception, particularly by NNSs (Mauranen, 2006). ELF has its place, yet 'the introduction of (often quite bad) English as the business lingua franca is only a partial solution to the problem; often the majority of employees and even more customers and other stakeholders are not able to communicate in English,' noted (Verčič et al, 2015).…”

Section: Contextmentioning

confidence: 99%

Exploratory Investigation Into the Practice of Communicating to Publics Using English as a Lingua Franca (Elf) by Finnish Companies

Ingram¹

2018

Preprint

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This thesis examines public relations (PR) communications that use English as a Lingua Franca (ELF) from leading Finnish companies. It analyses a corpus of 90 press releases from 15 export-active companies for linguistic usage, drawing on elements of linguistic theory. In addition, a limited narrative is based on personal interviews to determine typical procedures that are involved in PR content creation. It should have relevance to all who use ELF in a business context, but be of special interest to those involved with PR and marketing. It may also have some relevance to internal international business communications and linguistics.The study was motivated by three factors: how English is a dominant global language that is being used by companies in other countries as an intermediary language, prior research of how Finnish companies use PR and communications within their export activities, and extensive observation obtained whilst working as a journalist, dealing with companies from all around the world.It is believed that many companies may not be communicating efficiently and effectively when using ELF. Even when they do communicate and content may appear to be grammatically correct, its efficacy may be muted, inhibiting audience comprehension and other consequential actions. The research noted that certain linguistic elements were over-represented, which could potentially inhibit communication and comprehension. The resolution is not necessarily drastic and could only deliver wider benefits where implemented.Recommendations include closer attention is made concerning linguistic construction, broader additional research is conducted into the global phenomena and the possible creation of an operational framework to assist deployment of ELF-friendly textual communications, especially within the PR/marketing field.

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“…Globalization is strengthening economic, social and political interdependencies around the world (Verčič, 2013;Verčič et al, 2015). At the same time, communication is a strategic asset of the organizations in the new post-truth environment, and much of the ethical weight rests on public relations (Ihlen et al, 2019).…”

Section: Introductionmentioning

confidence: 99%

Special Aspects of Effective PR Professionals’ Training in the Post-Truth Era

Kyrychok¹

2021

INT J INSTRUCTION

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In recent years, the post-truth era has become the new reality of the modern digital world, requiring changes in approaches to training public relations (PR) specialists. In such conditions, the classical image-based approach to education is not always effective when choosing professional competencies. The latter increases the need to involve relevant specialists to resolve complex controversies. This is the task today that should be entrusted to PR professionals. The objective of this article is to study the main aspects of effective organization of PR training. For this aim, the self-selection sampling technique is used. The sample population comprises people who responded positively to the proposal to engage in an online survey posted on a specially designed for this purpose website. The authors have conducted a sociological survey of experts in the field of PR, advertising, journalism, marketing and education (n = 100) in order to determine the main methodological aspects, approaches and principles of PR professionals' training. It has been identified that in the training of PR professionals the most effective methods of gaining practical knowledge are the case study method, the business game method and the project task method. All three methods are group methods, with the help of which a PR professional can develop almost all the necessary competencies. Such methods should be used in conjunction with other practical approaches, seminars, lectures, and mixed methods that combine qualitative and quantitative approaches and pragmatically draw on distinct research paradigms.

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Global public relations and communication management: A European perspective

Cited by 24 publications

References 16 publications

Opportunities for Strategic Public Relations – Evaluation of International Research and Innovation Project Dissemination

Opportunities for Strategic Public Relations – Evaluation of International Research and Innovation Project Dissemination

Exploratory Investigation Into the Practice of Communicating to Publics Using English as a Lingua Franca (Elf) by Finnish Companies

Special Aspects of Effective PR Professionals’ Training in the Post-Truth Era

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