Sanitising or reforming PR? Exploring 'trust' and the emergence of critical public relations

Old 'PR' has a mixed reputation. It has sometimes been regarded as heavy handed and unethical, especially in relation to activists. 'Critical public relations' (CPR) has emerged from academe in recent years as a reformist alternative. This chapter takes a socio-cultural lens to explore CPR and its potential for contribution or compromise within the field.

Persona - an old public relations problem?

This essay uses the neologism citizen public relations to express a view of the phenomena examined by persona studies implying that public relations studies might be regarded as an antecedent discipline to the former. It goes on to suggest potentially intriguing differences and similarities to do with political and epistemological problematics. The central theme is that the term identity is simultaneously the key link and the key contrast between the two disciplines. This is because the term identity is usually deployed at the internal, psychological, subjective level by scholars of persona while it is usually applied to external, material objects and events by the public relations industry and its academia. The essay also makes the point that both areas of study can be unified as different species of the genera rhetoric in the traditional sense of that still older field. This coincidence and dissonance may invoke a debate which can lead to theory development in all three fields. The fields are not comprehensively surveyed – a process which would be lengthy and might bring up many contrasting perspectives. Instead the work of representative leading authors is presented to make a prima facie case.

Stoking expectations: public relations and the politics of "bogans"

This chapter theories the notion of 'identity PR' as a new discursive practices working under the radar within contemporary globalised conditions. Supporters of sustainability who welcome the prospect of a low-carbon 'green' economy sometimes overlook the lived realities for those disadvantaged by the decline of old industrial society. The chapter challenges the idea that the Australian working class term 'bogan' denotes a benign social grouping, this chapter discusses its potential as a 'target public' vulnerable to exploitation by political organisations carrying coded messages about the 'Australian way of life".

Analyzing the prevalence of sports-related terms among the web sites of global corporations

This research investigates the prevalence of sports-related terms among the Web sites of the world’s leading companies, the Fortune Global 500. An automated process copied about four gigabytes of textual data, around 70 million words, from their sites. The subsequent analysis revealed regional and industry differences in the distribution of sports-related terms, the popularity of tennis stars and few references to sports stars, especially in Asia.

L'effet du pays d'origine des entreprises multinationales sur les pratiques de relations du travail dans leurs opérations canadiennes

Dans le cadre de ce mémoire, nous nous penchons sur les relations du travail (RT) dans les entreprises multinationales (EMs) ayant des opérations au Canada. Notre question de recherche est la suivante: « Le pays d’origine d’une entreprise multinationale a-t-il un impact sur les pratiques de relations du travail dans ses opérations canadiennes? » Deux thèses principales ont été élaborées afin d’expliquer les choix des EMs dans l’adoption et l’implantation de pratiques. La première thèse, celle de la diversité, tient pour acquis que plusieurs déterminants endogènes et exogènes à l’EM influencent ses pratiques (Mcgraw et Harley, 2003). Tant les caractéristiques du pays hôte que celles du pays d’origine influenceraient les choix de pratiques des EMs contribuant ainsi à leur diversité (Almond et al., 2005). Par exemple, certains chercheurs avancent que les EMs sont littéralement imprégnées des caractéristiques provenant du pays qui les a vues naître, qu’elles feraient littéralement partie de leur ADN affectant ainsi les pratiques qu’elles mettent en place dans leurs filiales à l’étranger (Berger, 2006). Par ailleurs, la thèse de la convergence soutient que les EMs auraient tendance à utiliser les mêmes pratiques en cette ère de mondialisation et d’hégémonie économique américaine (Mcgraw et Harley, 2003). Les tenants de cette thèse croient plutôt à une convergence des pratiques à travers les EMs en raison notamment de la vaste diffusion du modèle anglo-saxon de gestion, de l’approche des best pratices et du one best way (Mcgraw et Harley, 2003; Royle, 2006). Convergence ou divergence des pratiques? Le débat demeure entier dans la littérature. Outre sa contribution à ce débat, notre recherche permet d’en apprendre davantage sur le comportement des EMs étrangères au Canada, mais aussi d’examiner les spécificités des EMs canadiennes. Le modèle conceptuel développé par ce mémoire se base sur la thèse de la diversité en examinant plus particulièrement l’effet du pays d’origine. Selon la littérature, plusieurs variables influencent les pratiques des EMs, soit le pays d’origine (Almond et al., 2005; Kvinge et Ulrichsen, 2008; Marginson, 2008; Edwards et Ferner, 2002; Collings, 2003; Ferner, 1997, Moore et Rees, 2008; etc.) et les caractéristiques propres à l’EM (Bartlett et Ghosal, 1998; Kidger, 2002; Perlmutter, 1969; Edwards, 2003). Aux fins de notre recherche, notre variable dépendante, les pratiques de RT, comporte cinq dimensions, soit la reconnaissance syndicale des nouveaux établissements, la politique d’implication du syndicat, la perception à l’égard des représentants syndicaux, la structure de la négociation collective et l’autonomie de la filiale dans l’élaboration de politiques en matière de RT (Bélanger et al., 2006). L’hypothèse principale de notre recherche est : le pays d’origine d’une EM a un impact sur le choix des pratiques de RT dans ses opérations canadiennes. Cinq sous-hypothèses, touchant cinq dimensions du concept de RT, ont été testées : 1) les EMs américaines reconnaissent moins souvent le syndicat dans leurs nouveaux établissements que les EMs d’autres pays; 2) les EMs américaines ont une moins bonne perception patronale du syndicat que celles provenant d’autres pays; 3) les négociations collectives sont plus décentralisées dans les EMs américaines que dans celles d’autres pays; 4) les EMs américaines impliquent moins les syndicats dans la prise de décision que celles provenant d’autres pays; 5) l’autonomie dans l’élaboration de politiques concernant la représentation syndicale est plus faible dans les EMs américaines que dans les EMs d’autres pays. Sur le plan méthodologique, cette étude utilise des données secondaires provenant de l’Enquête sur la gestion des ressources humaines, les politiques publiques et la chaîne de valeur mondiale menée par Bélanger, Harvey, Jalette, Lévesque et Murray (2006). Nous étudions un sous-échantillon de la base de données, soit une centaine d’EMs dont les employés sont syndiqués. Les résultats indiquent que les opérations canadiennes des EMs canadiennes se différencient de celles des EMs américaines par une meilleure perception patronale des syndicats et une plus grande implication syndicale. De plus, les EMs européennes reconnaissent plus le syndicat dans leurs nouveaux établissements, perçoivent davantage de la collaboration de la part du syndicat et octroient une plus grande autonomie en matière de RT à leurs opérations canadiennes que les EMs américaines. Enfin, les opérations canadiennes des EMs du reste du monde se distinguent de celles des EMs américaines par une meilleure perception patronale de collaboration de la part du syndicat.

Corporate social responsibility and sport event sponsorship

Demonstrating socially responsible behaviour has become increasingly important for corporations. Using the Psychological Continuum Model (PCM) as its theoretical framework, this paper examines the meditational role of corporate social responsibility (CSR) on the relationship between sport participation motivation, event attachment and purchase intent of a sport event’s sponsors’ products. A questionnaire was distributed to a sample of sport event participants (N=689) to measure sport participation motivation (recreation and charity), attachment to the event, CSR, and purchase intent of sponsors’ products. Results reveal that CSR fully mediates the link between purchase intent and sport participation motivation and partially mediates the influence of attachment on purchase intent. The authors propose that corporations strategically align with sport events in which participants are attached to allow for CSR and the meaning elicited by the event to work jointly.

Sport marketing on Fortune Global 500 websites

This research investigates how the world’s leading companies, the Fortune Global 500, use sportsrelated terms and phrases on their Web site. An automated process mirrored leading transnational corporations’ Web presence and then searched their sites. Analysis of about four gigabytes of Webbased text revealed regional and industry differences in how the world’s largest corporations use sports terms on their sites.

WorkChoices, ImageChoices and the marketing of new industrial relations legislation

This article takes a critical discourse approach to one aspect of the Australian WorkChoices industrial relations legislation: the government’s major advertisement published in national newspapers in late 2005 and released simultaneously as a 16-page booklet. This strategic move was the initial stage of one of the largest ‘information’ campaigns ever mounted by an Australian government, costing more than $AUD137 million. This article analyse the semiotic (visual and graphic) elements of the advertisement to uncover what these elements contribute to the message, particularly through their construction of both an image of the legislation and a portrayal of the Australian worker. We argue for the need to fuse approaches from critical discourse studies and social semiotics to deepen understanding of industrial relations phenomena such as the ‘hard sell’ to win the hearts and minds of citizens regarding unpopular new legislation.

Marketing to change public opinion on climate change : a case study

Corporate advertisers spend far greater budgets than any social marketing campaign and have great potential to change public opinion on the urgent need for action on climate change. However “green-washing” has become a widespread practice by companies that wish to appear to be socially responsible without a genuine commitment and consumers can be very cynical about green marketing campaigns. Can companies be climate change advocates and still satisfy shareholders? This paper offers a case study on an Australian insurance company that argues it can make money from doing the right thing.

Towards a model of the institutional logics of climate change

The proliferation of innovative schemes to address climate change at international, national and local levels signals a fundamental shift in the priority and role of the natural environment to society, organizations and individuals. This shift in shared priorities invites academics and practitioners to consider the role of institutions in shaping and constraining responses to climate change at multiple levels of organisations and society. Institutional theory provides an approach to conceptualising and addressing climate change challenges by focusing on the central logics that guide society, organizations and individuals and their material and symbolic relationship to the environment. For example, framing a response to climate change in the form of an emission trading scheme evidences a practice informed by a capitalist market logic (Friedland and Alford 1991). However, not all responses need necessarily align with a market logic. Indeed, Thornton (2004) identifies six broad societal sectors each with its own logic (markets, corporations, professions, states, families, religions). Hence, understanding the logics that underpin successful –and unsuccessful– climate change initiatives contributes to revealing how institutions shape and constrain practices, and provides valuable insights for policy makers and organizations. This paper develops models and propositions to consider the construction of, and challenges to, climate change initiatives based on institutional logics (Thornton and Ocasio 2008). We propose that the challenge of understanding and explaining how climate change initiatives are successfully adopted be examined in terms of their institutional logics, and how these logics evolve over time. To achieve this, a multi-level framework of analysis that encompasses society, organizations and individuals is necessary (Friedland and Alford 1991). However, to date most extant studies of institutional logics have tended to emphasize one level over the others (Thornton and Ocasio 2008: 104). In addition, existing studies related to climate change initiatives have largely been descriptive (e.g. Braun 2008) or prescriptive (e.g. Boiral 2006) in terms of the suitability of particular practices. This paper contributes to the literature on logics by examining multiple levels: the proliferation of the climate change agenda provides a site in which to study how institutional logics are played out across multiple, yet embedded levels within society through institutional forums in which change takes place. Secondly, the paper specifically examines how institutional logics provide society with organising principles –material practices and symbolic constructions– which enable and constrain their actions and help define their motives and identity. Based on this model, we develop a series of propositions of the conditions required for the successful introduction of climate change initiatives. The paper proceeds as follows. We present a review of literature related to institutional logics and develop a generic model of the process of the operation of institutional logics. We then consider how this is applied to key initiatives related to climate change. Finally, we develop a series of propositions which might guide insights into the successful implementation of climate change practices.

Innovation and the city : a macromarketing approach to industry development

Purpose – The purpose of this paper is to propose and demonstrate the relevance of marketing systems, notably the process of product management and innovation, to urban development challenges. Design/methodology/approach – A macromarketing perspective is adopted to construe the city as a product and begin the application of the innovation process to urban management, following the steps commonly proposed for successful innovation in product management. An example of the application of the initial new product development steps of idea generation and opportunity identification is presented. Findings – The innovation process provides guidelines and checkpoints that enable corporations to improve the success rate of their development initiatives. Cities, like corporations, need to innovate in order to maintain their image and functionality, to provide a myriad benefits to their stakeholders and, thereby, to survive and grow. The example here shows how the preliminary NPD steps of idea generation and opportunity identification enrich the process of identifying and analysing new industry opportunities for a city. Practical implications – By conceptualising the city as a multifaceted product, the disciplined planning and evaluation processes pertinent to NPD success become relevant and helpful to practitioners responsible for urban planning, urban development and change. Originality/value – The paper shows how pertinent concepts and processes from marketing can be effectively applied to urban planning and economic development initiatives.

A qualitative investigation of sources of value in social marketing from the lens of a public health service

This paper seeks to identify the sources of value in a government health screening service. Consumers' use of such services for their won benefits demonstrates desirable behaviour and their continued use of these services indicates maintenance of the behaviour. There are also positive outcomes for society as the health of its members is improved overall through this behaviour. Individual-depth interview with 25 women who use breast cancer screening services provided by BreastScreen (BSQ) revealed five categories of sources of value. They are information sources, interaction sources, service, environment, and consumer participation. These findings provide valuable insights into the value construction of consumers and contribute towards our understanding of the value concept in social marketing.

Australian student reactions to U.S. tourism advertising : a test of advertising as public diplomacy

A study among Australian college students gauged their reactions to a television commercial produced for the U.S. Commerce Department to bolster sagging tourism numbers among international visitors. In addition to using traditional measures applied to tourism advertisements, the student also concluded items to measure attitudes toward the U.S. government and its people Pre- and post-viewing results indicated that while the Hollywood-movie-themed commercial was not well received by the Australian students as a tourism message, it did result in more favorable attitudes toward the U.S. government, though not the U.S. people. The findings lend partial support for the potential of tourism advertising efforts to exert a "bleed-over effect" in terms of their contributions to overall attitudes toward a country, regardless of whether viewers plan to visit the country whose travel advertisements they see.