Conversations with the public : the role of journalists and public relations practitioners in creating civil discourses in non-metropolitan settings

This research deconstructs the relationship between journalists and public relations practitioners operating in non-metropolitan contexts. In identifying the specific differences in the way this relationship is defined within these contexts the research highlights the impact of these differences on the conversations  these media professionals have with their publics. Ultimately this relationship is see to be a key definer of the nature of the civil discourses within these non-metropolitan communities.

Feeding the chooks in the country: a study of successful public relations media strategies in regional Victoria

"Media reporting on regional issues has tended to focus on the negative leaving many urban based Australians with a bleak portrait of rural Australia and it's fuure." (McNeill 2003) This paper looks at the two regional centres of Ballarat and Warrnambool. Through analysis of local papers and in conjunction with interviews with local journalists and public relations practitioners, it begins a dissection of the news production process in these locales. Content analysis reveals the nature of news coverage and the role of key sources, in particular public relations, determining the type of coverage in these centres.

Country practice : a case study of regional public relations practice

Research into public relations practice in all settings is vital given the extent and spread of its practice. However, despite the maturity of the public relations profession and the number of public relations practitioners who operate outside metropolitan areas, there has been little research to identify the distinctive nature of public relations practice in regional locations.

This research project begins a dissection of the nature of professional public relations practice in a non-metropolitan setting through the examination of public relations activity, workplaces and interactions in a regional locale. The project seeks to examine the specific nature of public relations practice in non-metropolitan Australia through a case study of two Victorian regional cities; Ballarat and Warrnambool. Analysis of these two sites provides the pilot stage for a larger future comparative examination of public relations practice in regional Australian centres with a variety of economic, demographic and geographic profiles.

Professionalisation and public relations : an ethical mismatch

This paper explores the ethical culture in which contemporary public relations practitioners’ work and how it relates to the professionalisation of the domain. Focusing on the international umbrella public relations institution Global Alliance (GA) and other important industry bodies such as the Public Relations Institute of Australia (PRIA) and Public Relations Institute of New Zealand (PRINZ), we study how the ‘work’ of a public relations practitioner is described, and as a corollary, what professional and ethical standards are promoted. Our analysis draws on theories of professions (Abbott 1988; Anderson and Schudson 2009; Volti 2008) and narrative (Surma 2004, Herman 2009), and argues that key elements of professionalisation in public relations contribute to a normative culture which is potentially at odds with notions of ethical communication. We suggest public relations needs to engage more rigorously with professional values to develop, effectively, ethical practice and be normatively aligned with other professions.

Public relations practice in ASEAN nations: local, regional, global visions

 This thesis examines the views, concerns and outlooks of public relations practitioners in six countries of South East Asia, seeking to understand the extent to which their views about their work and their world correspond with those of practitioners in the developed countries of the west. It reveals a range of distinctive issues and concerns requiring greater recognition in international public relations literature.

Lobbying in Australia : child or sibling of public relations

It is accepted now that lobbying and public relations share a strong relationship. How did this come about? How did lobbying become a subset of the discipline of public relations and is it accepted as such – by its practitioners and those it serves? In lobbying’s attempts to define the practice it has sought a broader discipline for explanation. Many terms came into being because as Harrison observed ‘ it has been impossible to clearly define a lobbyist’ (2011, p865). Macnamara (2012) includes lobbying under a heading of public affairs and government relations. Sekuless subtitled his 1991 text Lobbying in the Nineties ‘the government relations game’.
This paper seeks to define lobbying and its practice in Australia. In so doing it looks specifically at professional and academic definition of the lobbying and its growth as a subset of PR.

Employer expectations of public relations graduates’ transmedia storytelling proficiency

The rapid evolution of information and communication technologies presents challenges for public relations educators as they seek to develop pedagogical approaches that balance theoretical concepts with a practical or ‘working’ knowledge of new media platforms. The incipient practice of transmedia storytelling in public relations contexts offers a timely example of this pedagogical flashpoint. In this study, the authors explored the incorporation of transmedia storytelling within current public relations practice and employer expectations of the transmedia storytelling proficiency of recent public relations graduates.The study took a qualitative approach with findings based on 15 semi-structured interviews with senior public relations professionals from four Australian states and five industry sectors. Findings suggest transmedia storytelling campaigns of varying complexity are a common characteristic of contemporary public relations practice, and that digitally literate graduates who can provide evidence of a solid theoretical knowledge and practical skills in relation to transmedia storytelling are highly sought after by the practitioners who took part in the study.

Changing vistas in public relations theory

Contemporary theorists are opening new ways to think about public relations. Public relations textbook authors have hitherto borrowed theories from the adjacent disciplines of communication, psychology, sociology, and organisation studies. At the end of the twentieth century, J. Grunig’s four-model concept of public relations was the only modern theoretical approach that could be said to have originated from within public relations scholarship. And as we will see, even J. Grunig’s perspective is rooted in political theory. But the 21st century’s burgeoning critical and professional interest in ethical public relations has produced a flurry of discipline-specific, theoretical initiatives.

Designing contemporary learning environments for excellence in public relations

Universities are striving to enhance the quality of the educational experience in the professions in response to external and internal pressures. The professional field of public relations (PR) is not immune to these forces. Previously, enhancements were often pursued through particular initiatives relating to curriculum, pedagogical or assessment redesign at the unit level. While such initiatives are valuable we argue for a strategic, integrated, programmatic approach. This requires the design of learning environments, with integrated virtual and physical dimensions, based on a relevant and meaningful curriculum, and student-centred approaches to learning. These learning environments enable quality learning in fields like public relations with diverse student cohorts studying on- and off-campus. The challenges involved in designing what we term ‘contemporary learning environments’ are illuminated through a case study of Deakin University’s Public Relations Program. Over the last three years redesigning PR online has led to changed curriculum, and pedagogical and assessment practices. We conclude by suggesting that a commitment to continuous quality improvement will be required to ensure the program’s learning environment remains relevant to the needs of students studying in the field.

`Just give me someone who can hit the ground running`: an investigation into the job-ready public relations graduate

Public relations educators perform an academic and vocational balancing act. Employers demand graduates with developed vocational skills. In the meantime, academics strive to provide students with work skills as well as solid theoretical base, and to also address emerging issues. This paper uses a case study in Geelong, Victoria to examine what Australian regional employers see as desirable attributes in public relations graduates. It then explores how educators address the needs of the employers as well as the needs of the public relations profession.

An exploration of massively multiplayer online role playing games : their application to public relations education and possible future public relations practice

Social communication technologies present exciting and challenging opportunities for public relations professionals. Although not new the latest online attraction grabbing the attention of educators and companies around the globe are the virtual worlds known as Massively-Multiplayer Online Role-Playing Games (MMORPGs). This paper will examine MMORPGs - in particular Second Life - and consider their potential as an educational medium and relevance to the practice of public relations. The paper argues that MMORPGs slwuld be taken seriously by educators and public relations professionals alike and not simply be treated as online entertainment.

Misuse of the term 'stakeholder' in public relations

This article queries the relatively recent adoption of the term 'stakeholder', borrowed from the UK political and the US business management spheres, in public relations academic writing. The article concludes that these spheres use the term in a normative or ideological manner that has worrying implications. The term frames people as having a pre-existing relationship with the governments or business organisations which name them as such. This process of incorporation prejudges and potentially obscures the real relations of groups of people vis-à-vis governments and business organisations which they may wish to have nothing to do with. An argument is mounted for the defence of the term 'publics'. It is pointed out that a key originator of stakeholder theory opposes the notion of 'publics' as closer to a notion of an uncontrolled audience. The article argues that the notion of 'publics' is more fitting than the notion of 'stakeholders' if public relations is about acknowledging this uncontrollability, and to do with advising organisations about their positioning in the democratic milieu. On the other hand, the notion 'stakeholders' may be the right one if public relations is simply aimed at immediately shaping people's behaviour, irrespective of longer term and wider political implications.

How world's best public relations practice was not, but might have been achieved, in respect of a "biosolids" (stabilised sewage sludge) project

This is a case study which criticises the way a water authority has been trying to introduce “biosolids” (stabilised sewage sludge) projects. Two proposed projects have been abandoned after outcry by communities neighbouring earmarked sites. At the time of writing a third project was going ahead. This local scale clash reflects contests which are cropping up globally as water authorities are restricted in their use of land or sea dumping and ordered to introduce environmentally sustainable practices. The case study ends with a discussion of a strand of cultural theory which might have given the water authority a better understanding of the public issues involved. The article concludes that understanding cultural theory might assist organisations achieve world best practice in public relations when they face some of the pressing environmental and safety concerns of the 21st century.

Pharmaceutical companies' public relations and representation by internet

This paper is part of study of how the adoption of the Internet is affecting the traditional public relations practices of Australian pharmaceutical companies. It suggests that Australian pharmaceutical companies are behind both America and Europe, not only in their adoption of the Internet, but also in their application of Internet technologies for public relations. It also suggests that direct interpersonal communication remains the preferred option for Australian pharmaceutical companies to communicate and build relationships with doctors and pharmacists. The paper is the result of interviews with pharmacists and doctors and one pharmaceutical industry representative. It also involved a survey of pharmaceutical companies’ web sites.