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.

The political economy of cross-border relations : the TNI and East Timor

Within a framework of formally increasingly cordial bilateral relations, the Indonesian military, the TNI, was engaging in and allowing extensive cross-border trade and smuggling while pursuing a policy of limited cross-border destabilization of East Timor. This seemingly contradictory policy, run from the TNI's 'strategic command centre' in Atambua, West Timor, met the TNI's continuing need to fund its own activities (and those of its proxies) through both legal and illegal means, to provide leverage for the coming talks about the formal demarcation of the border, and to provide a foothold to longer-term irredentist claims to the former occupied province and now independent state.

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.

Conceptualising industrial relations in the "risk society"

This paper contrasts the characteristics of different types of modernities, noting the present transition occurring between its simple and reflexive manifestations. It then demonstrates how mainstream industrial relations theories have long been framed by a collectivist 'risk insurance principle '. In combining these two observations the argument is made that theories built around institutional dependencies that rely on the evidence or assumption ofoperable risk insurance principles and collective guardianships of workplace well being make less sense in a world of emerging personal narratives ofchoice and dependency that centre around individuals taking personal responsibility for avoiding or diminishing the risks of their engagement with uncertain labour markets. The discussion concludes by setting out the social and epistemological conditions under which future industrial relations theorising might beframed so as to accommodate these emerging conditions in a manner that is both realistic and relevant.

Media relations training: the shifting focus

Media relations, and training in this area, is now an integral aspect of the public relations practitioner's role in most organizations. This training, often provided by former journalists now operating as media consultants. can cost hundreds, up 10 thousands of dollars a day. There has been a shift in the focus of this education in the last few decades to include different strategies and to address changing technologies. This paper tracks the shifts in the main objectives of these programs and includes interviews with trainers regarding media training.

Intention to create legal relations: the end of presumptions

Traditionally, courts have presumed that commercial parties intend to create legal relations when entering into agreements and that family members do not. Although not without their critics, until recently these twin presumptions appeared immutable. This article examines the trend to reduce the emphasis on these presumptions by some members of the judiciary in the selection of Australian and New Zealand cases and proposes that as a consequence of the High Court's decision in Ermogenous v Greek Orthodox Community of SA Inc (2002) 209 CLR 95 the intention to create legal relations presumptions should no longer be used in any context. It concludes by considering the implications for this area of law.

The impact of management style on the employment relations of different sized organisations

Purpose of the research/paper: The views and values of managers are typically noted as being wedded to unitarist or pluralist ideals. This paper disaggregates these views and values by looking at the impact of various managerial styles on employment relations in different sized organisations.
Methodology: Conceptual with applied support from the secondary literature.
Findings: The paper concludes that large organisations confront conditions and contingencies which allow them to make certain choices about employment relations in ways that are not always available to small to medium sized organisations.

A review of employment relations theories and their application

New developments in the industrial relations and human resource management have moved management and employee bargaining down to the level of the firm. In doing so they have generated a growing level of interest in the conduct of employment relations, not just at the level of specialist managers, who have traditionally had the responsibility for dealing with issues in this area, but across management as a whole. There is thus a growing need for managers to place more emphasis on achieving a greater symmetry between commercial objectives and employment practices. This paper looks at the predicates of managerial authority and its legitimacy, and how personal assumptions and value systems (i.e., ‘frames of reference’) held by managers can predispose them to view the nature of work and workplace relations in particular ways. The paper also presents
and aligns a range of contemporary theories within the province of such systems, with the aim being to show how judgements made about the worth or otherwise of a given range of theories are inevitably shaped by the type of value system and set of assumptions one holds towards the
world of work. The paper concludes by offering a practical guide to managers on how to evaluate their own assumptions and value systems when applying the noted theories and concepts to real world circumstances. In doing so, the paper provides a tool kit of theories and concepts that should allow managers to avoid engaging in workforce management practices that are either illconceived or based on intuitive premises.

Power relations in virtual communities: an ethnographic study

Peoples' need to socialize with others and greed for power can be best captured with Aristotle's description of human beings as “political animals”/“social animals.” This paper reports on observations of how cyber communities, such as Web-based forums and mailing lists, manifest themselves through social interactions and shared values, membership and friendship, and commitments and loyalty. The paper highlights the importance of power relations in these communities, how they are formed, exercised and evolve. This paper explores power relations as they emerge in two online Vietnamese communities and suggests a new understanding of the formation and evolution of power in virtual societies.

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.

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.