Book review : Rethinking public relations : pr propaganda and democracy

This outstanding book should be compulsory reading for anybody concerned with the research, teaching, study, or practice of public relations. It is also an essential reference for anyone who critiques public relations and wants to be taken seriously. The book is a milestone event in public relations scholarship. It places Moloney on the same level of authority with other leading public relations theorists.

'Research as dialogue' and cross cultural consultations : confronting relations of power

The 'rescuing' of Indigenous children (from their communities) through education, and the notions of assimilation associated with that, is an aspect of colonialism that has persisted into the so-called 'post-colonial' era. Recent national policy statements (eg. MCEETYA, 2000; NBEET, 1995) argue the importance of education/research that keeps the locus of control within the Aboriginal community as a means to further the goal of self determination and improve educational outcomes. In this paper, we report on the initial stage of a small empirical research project, Engaging Aboriginal Students In Education Through Community Empowerment.

'Research as dialogue' was a guiding principal and a primary aim was to listen actively to all key stake holders in the remote community setting, particularly to Indigenous parents, teachers and service providers, in order to identify current

strengths and concerns regarding the provision of culturally inclusive schooling; and then, to develop, on the basis of these consultations and in collaboration, community-based education projects that engage non-attending Aboriginal students.

In this paper, we critically analyse the difficulties as well as potential strengths of trying to form collaborative partnerships as researchers, across cultural differences and with diverse community groups. For example, what does 'acknowledging' very different cultural perspectives actually mean to/in this kind of research process? The ways in which relations of power amongst all parties are played out in/through such an approach is also opened up for scrutiny and further discussion.

Public relations, sophistry and the rhetoric of democracy

The intention of this paper is to explain the activities of public relations in terms of rhetorical theory and the history of sophistry. There is a burgeoning field of study in the US which is incorporating much cultural and communication theory into both historical and contemporary perspectives on these two ancient arts. Consequently, an examination of the purposive communication activities of public relations offers an opportunity to involve semiotics as a central concept for analysing the creation and maintenance of democratic thought and institutions. This paper highlights Peircean semiotics in this respect and suggests the relevance of Peirce's notion of the 'Pragmatic Maxim' and his use of the concept of 'habit' in terms of how public relations might be said to 'cast' the quality of the democracy which we experience.

Role of social power relations in gift giving on Valentine's day

This study investigates motives for gift giving by young males on Valentine's Day and advances previous research on this ritual by controlling for the giving context (occasion and relationship). The study is consistent with previous work by Goodwin et al. (1990) which found that motivations based on obligation, self-interest and altruism do indeed exist. More significantly, however, this study points to the finding that individual motivations for the gift-giving ritual on Valentine's Day may be more intricately intertwined and have deeper manifestations in the perceived social power relationship between the genders. The study recommends that marketers delve beyond the immediate horizon of individual motivations and become even more acutely aware of the 'intrinsic social power messages' that arise from the conjoint influences of motivations. This would have great potential for marketing even more meaningful gift products to both givers and receivers.

Overview of contemporary public relations theory

Aims of this chapter
* To outline key theoretical frames that inform campaign development
* To demonstrate the challenges of applying cetain theories
* To illustrate the application of theory in practice

Implementing elements of Schon's reflective practitioner in an undergraduate public relations program

While the internship unit in a public relations degree is often viewed as the foremost area of experiential learning it can fail to deliver significant learning outcomes for student and teacher. This paper explores the use of other activity-based learning (ABL) methods as implemented in the Deakin University public relations undergraduate degree. The paper applies Donald Schon's concept of the reflective practitioner to learning undertaken in an internship unit and compares this application to two other units where ABL is used and the focus is on creating a client-professional relationship. For the purpose of this paper information was analysed using the 2006 on-campus cohort only. The cohort was further refined to include those students who successfully completed the degree of BA in public relations. Student internship evaluation forms and unit records were viewed to gain statistical information.