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.

Analytic prediction of structural stress-strain relations of microstructured metal

Nanostructured and ultra-fine grained metals have higher strength but extremely limited ductility compared to coarse grained metals. However, their ductility can be greatly improved by introducing a specific range of grain sizes in the microstructures. In the paper, multiscale unit cell approach (UCA) is developed and applied to predict the averaged stress-strain relations of the multiscale microstructure metals. The unit cell models are three-phase structured at different scale lengths of 100 nm, 1 μm and 10 μm with different volume fractions and periodic boundary conditions. The contributions of multi-scale microstructures to the macroscopic structural properties of metals are also studied using a analytic approach—two-step mean-field method (TSMF), where three microstructural parameters are introduced and thus mechanical properties such as strength and ductility are presented as a function of these parameters. For verification of these proposed numerical and theoretical algorithms, the structural properties of the pure nickel with three-grain microstructures are studied and the results from FEA and the proposed theory have good agreement.

Corporate social responsibility, new activism and public relations

Purpose – This paper aims to analyse why some contemporary corporate organisations are reluctant to articulate the effect of their market positioning behaviour on the unwilling communities that oppose their activities. It describes the communicative interactions between several large corporate organisations and the grassroots activist groups opposing their activities, in Victoria, Australia.

Design/methodology/approach – Extensive secondary data were collected, including extensive newspaper and radio transcripts from the campaign periods, web site downloads, letters and other campaign documents. The research design applied to the data, a qualitative, interpretative analysis, drawing on key theoretical frameworks.

Findings – The research findings suggest that powerful protest strategies, combined with the right political and social conditions, and a shift in the locus of politics and expertise, bring to light public concerns about the ethics of corporate practices, such as public relations, used egocentrically by organisations, to harmonise their activities in late modern Western society. It finds that no serious overhaul of business ethics can occur until the unity of public relations is critically scrutinised and reformed. It helps define an alternative holistic communicative approach which could be applied more widely to business practice that helps avoid the limitations and relativism of public relations.

Originality/value – The research flags new ways of thinking expressed in the notion of public communication that could lead to creative and unusual coherences vital to deal with the apparent ecological challenges for society in late modernity.

Public relations and the rhetoric of civil society

The intention of this paper is to build on a book by Anne Surma (2005). It takes some of Surma’s ideas probably beyond what was originally intended in order to suggest their logical conclusions for the practice of public relations. Surma argues that writing and reading of every type enables or otherwise facilitates or restricts imagination. Further, this shaping or inflection of the imagination leads to the shaping or the inflection of the type of ‘ethic’ which we are able to hold in our heads about the world which surrounds us. If this is the case then public relations writing, which has the very raison d’etre of influencing thought, must lend itself to important analysis in this regard. This paper presumes the reader has a basic understanding of Charles Saunders Peirce’s notion of semiotics.

Industry differences in the neoliberal transformation of Australian industrial relations

This article argues that our theoretical understanding of neoliberalism and empirical understanding of the transformation of industrial relations in Australia since the early 1990s can be improved by disaggregating analysis from national to industry level, and by focusing on the dual neoliberal objectives of decollectivisation and individualisation.

Ambivalent relations : the 'tricky footwork' of parental involvement in school communities

Parental involvement in schools, generally seen to be a good thing, is now closely linked through policy to the educational achievement of their children. In this Victorian case study, teacher and parent responses to policies advocating parental involvement are examined. It explores the intersections of gender and class in the context of changing home/school relationships characterised by policies and processes of institutionalisation, familialisation and individualisation that are shaping parental involvement. It suggests that the current discursive construction of parent/school relationships around partnerships for student learning fail to recognise the complexity of parent/teacher relations and its gendered nature. Feminist critical policy analysis framed by the sociology of the family inform our understandings of the ways changing discourses and practices currently are informing parental involvement in a culturally and socio-economically diverse school.

Muslim - Christian relations and the third crusade : medievalist imaginings

This article takes as its starting-point the responsiveness of children's literature to socio-political events, considering how contemporary anxieties about relationships between Muslim and Christian individuals and cultures inform three historical novels set in the period of the Third Crusade (1189-92): Karleen Bradford's Lionheart's Scribe (1999), K. M. Grant's Blood Red Horse (2004), and Elizabeth Laird's Crusade (2008). In these novels, encounters between young Christian and Muslim protagonists are represented through language and representational modes which owe a good deal to the habits of thought and expression which typify orientalist discourses in Western fiction. In effect, the novels produce two versions of medievalism: a Muslim medieval world which is irretrievably pre-modern, locked into rigid pracices and beliefs against which individuals are powerless; and a Christian medieval world which offers individuals the possibility of progressing to an enhanced state of personal fulfilment. The article argues that the narratives of all three novels incorporate particularly telling moments when Christian protagonists return to England, regretfully leaving Muslim friends. The impossibility of  enduring friendships between Muslims and Christians is based on the novels' assumptions about the incommensurability of cultures and religions; specifically, that there exists
an unbridgeable gulf between Islam and Christianity.

Public relations campaigns

Designed to guide current and aspiring Public Relations professionals through the campaign development and implementation process. It illustrates the application of planning theory to real life scenarios to provide a practical approach for planning a successful campaign. M. Sheehan, Deakin University; R. Xavier, QUT.