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.

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.

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.

Public relations and ontology: rhetorical approaches in post-modern times

Rhetorical theory's contemporary involvement with semiotics is overlooked in much current public relations scholarship. This paper aims to 'make a difference' in this respect. There is a need for this change of perspective in view of a call for a new direction in public relations theory. This call came in the final Public Relations Division session at the July, 2003 International Communication Association Convention in San Diego. That panel discussion was titled: 'What Should be the Focus of Public Relations?' The session concluded that a turn towards 'rhetorical theory' was needed. This paper argues that such a turn would pose interesting theoretical and political challenges for a field which has not fully caught up with post-modern ideas. It points out how involvement with the contemporary 'rhetorical turn' paradigm and this paradigm's link to semiotics, would take public relations studies into interesting conceptual and political regions.

Rhetorical theory of public relations: opening the door to semiotic and pragmatism approaches

The 2001 Handbook of Public Relations edited by Robert Heath contains a prominent article advocating the use of rhetorical theory or ‘rhetorical enactment rational’ as a fruitful way of advancing theoretical understandings of public relations. In 2004 Heath and Dan Millar edited: Responding to Crisis: A Rhetorical Approach to Crisis Communication. These are the latest excursions into a perspective on public relations reflecting the extensive study of rhetoric in North America. Other examples are Public Relations Inquiry as Rhetorical Criticism (Elwood, 1995); Rhetorical and Critical Approaches to Public Relations (Toth and Heath, 1992); and a chapter Public Relations? No, Relations with Publics: A Rhetorical-Organisational Approach to Contemporary Corporate Communication (Cheney and Dionisopoulos, in Botan and Hazleton (Eds.) 1989).

The conventional notion of rhetoric is argumentation and persuasion stemming from the ancient Greek sophists, such as Aristotle, and from the Romans, particularly Cicero and Quintillion. Rhetoric became a fundamental plank of the trivium of ancient and medieval education: grammar, logic and rhetoric. Then in the 20th century Kenneth Burke, Stephen Toulmin and Chaim Perelman with Lucie Olbrechts-Tyteca extended Aristotle’s suggestion that: “Rhetoric is the counterpart of dialectic” Aristotle (trans. 1991). To use the rhetorical approach to argue that rational discourse cannot describe the world on its own. Instead living, enculturated human beings have to perceive ‘their’ truths. They take a perceptual ‘position’ on reason.

Public relations, is an industry for influencing perceptual ‘positions’. But the study of perception and attempts to influence perception cannot be claimed by rhetorical scholars alone. Semioticians and linguists who take the perspective of linguistic pragmatics also claim this field. This paper takes the example of ‘public relations’ as a focus for the confluence of rhetorical, semiotic and pragmatism approaches to the ‘problematic’ of understanding and truth.