Theorizing public relations history: The roles of strategic intent and human agency

Russell, Karen Miller; Lamme, Margot Opdycke

doi:10.1016/j.pubrev.2016.04.002

Cited by 37 publications

(35 citation statements)

References 20 publications

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“…These perspectives on public relations draw on two basic features, presented by Russell and Lamme [2016] as the best way to identify public relations activity. These public relations scholars write that, first, we should consider the strategic intent of practitioners.…”

Section: Agency and (In)equitymentioning

confidence: 99%

On social change, agency, and public interest: what can science communication learn from public relations?

Roberson¹

2020

JCOM

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This essay explores the relationship of science communication and public relations and contends that science communication has something to learn from public relations research. I provide an alternate history of public relations, drawn from the history of social movements (activism). I outline two areas from public relations theory: first, notions of human agency and equity in communication and, second, public interest in public communication. In doing so, I highlight how research from critical public relations could contribute to science communication efforts to enable participation with science and technology from wider, more diverse publics.

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Section: Agency and (In)equitymentioning

confidence: 99%

On social change, agency, and public interest: what can science communication learn from public relations?

Roberson¹

2020

JCOM

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“…35–36). The focus lies on how strategic communication enables organizations to build mutually beneficial, sustainable relationships with the public and thus to ultimately achieve their goals (Lee & Kee, , p. 261; Russell & Opdycke Lamme, , p. 744)…”

Section: The Four Models Of Public Relationsmentioning

confidence: 99%

Strategizing for social change in nonprofit contexts: A typology of communication approaches in public communication campaigns

Bünzli

Eppler

2018

Nonprofit Mgmnt & Ldrshp

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Public communication campaigns aim to create social change by influencing audiences’ behaviors and thus help nonprofit organizations fulfill their mission. These campaigns, however, often fail to deliver their anticipated impact. Using public relations research as a theoretical lens, this paper's contribution is twofold: first, we develop a typology that classifies the different communication approaches used in public communication campaigns. Based on one of the most prominent public relations theories, the Four Models of Public Relations, we differentiate communication approaches along the dimensions of communication purpose and communication style. Combining these two dimensions in a typology, we identify the following communication approaches: directing, platforming, mobilizing, and involving. We provide numerous real‐life examples of public campaigns for each one. Second, we formulate propositions about these communication approaches’ effectiveness relying on a key concept of public relations research: namely, audience segmentation. Using the transtheoretical model, we show that audiences can be segmented along five “stages of readiness to adopt a promoted behavior.” Conceptualizing behavior change as an iterative, dynamic process that entails stage progresses as well as backdrops, we derive how audiences’ “stage of readiness” relates to the effectiveness of the identified communication approaches.

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“…However, for Russell and Lamme (2016), the public relations strategies applied do not themselves define the lines of action, because other forms of persuasion exist, as in the case of propaganda, that can also have a significant strategic value.…”

Section: Introductionmentioning

confidence: 99%

The U. S. Presidential Elections from the Point Of View of the European Press

et al. 2019

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Public relations strategies based on dramatization are key tools to achieving success in electoral campaigns. Press offices play a fundamental role as theatre directors, turning their leaders into great actors. What at first glance would look like a theatrical performance is, more than ever, what happened in the US presidential elections. Newspapers are intensifying the use of visual elements to reinforce the news. This research paper analyses 2,463 articles from eight digital newspapers in four countries to learn about the impact of visuals and dramatization on the European press. It seems paradoxical that the progressive newspapers devoted more articles to Trump than the conservative newspapers. A lack of time on the part of the journalists? What is certain is that the visuals prepared by Trump’s press office and his perfectly designed public appearances, were reproduced by the media. The study shows that the progressive newspapers analysed have contributed to giving Trump greater visibility in Europe.

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Theorizing public relations history: The roles of strategic intent and human agency

Cited by 37 publications

References 20 publications

On social change, agency, and public interest: what can science communication learn from public relations?

On social change, agency, and public interest: what can science communication learn from public relations?

Strategizing for social change in nonprofit contexts: A typology of communication approaches in public communication campaigns

The U. S. Presidential Elections from the Point Of View of the European Press

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