Public Relations Research - European and International Perspectives and Innovations

Content

Introduction

1 Stimulating the Debate on Public Relations Theory

2 The Relevance of Epistemology and Trust

3 From Interdisciplinary Frameworks to Applications in Business and Politics

4 Contributing to Legitimisation, Crisis Avoidance and Reputation Management

5 Beyond Excellence and Rhetoric: Global Developments in Theory Development

6 The Future and Thanksgiving

Part I Public Relations, Intereffication and Trust

Public Relations Theory: The Reconstructive Approach

1 Reconstructive Approach and Social Theory

2 Structures and Processes of PR or Communication Management

3 Connections to Reality and Reconstructing Reality

4 Concluding Remarks

References

The Intereffication Model: Theoretical Discussions and Empirical Research

1 The Intereffication Model

2 Research based on the Intereffication Model: A Selection

3 Conclusion

References

Trust and Credibility - Prerequisites for Communication Management

1 Trust, Public Trust and Credibility Definition of Terms

2 "Trust" as the Subject of Scholarly Research

3 "Trust" from the Vantage Points of Various Disciplines

4 "Trust" in Communication Studies: Credibility and Public Trust

References

Part II Advancements in Communication Management

Corporate Communication Revisited: Integrating Business Strategy and Strategic Communication

1 Integrated Communication as an End in itself?

2 Value-Based Management: from Shareholder-Value to Stakeholder-Value

3 Strategy and Communication: Four Types of Contribution to Value-Creation

4 Integration and Coordination as Key Effects of Corporate Communication

5 Theory of Corporate Communication

6 Integrated Communication

7 Summary and Outlook

References

Organization and Communication: An Integrative Approach to Public Relations and Communication Management

1 Background: Organizations as Parts of Society

2 Approach: Public Relations and Communication Management

3 Consequences: Communication Management and Added Value

References

Organizational Communication and Public Relations: A Conceptual Framework for a Common Ground

1 Introduction

2 Theoretical Developments in Organizational Communication: Communication as the Core Element of Organizations

3 Decisions as the Characteristic Form of Organizational Communication

4 Strategies of De-Paradoxification

5 Organizational Communication between Consistency and Contingency: a Conceptual Framework

6 Challenges for Communication Management

References

The True, the Good and the Beautiful: Reputation Management in the Media Society

1 Introduction

2 Literature Overview: The Concept of Reputation in Professional Discourse

3 Three Dimensions of Reputation: Functional, Social and Expressive

4 The Emperor Augustus Or Why Reputation Pays

5 Reputation as a Core Concept in Public Relations

6 Reputation and Medialised Communications

7 Logic of Reputation Constitution in the Media Society

8 Conclusion

9 Discussion

References

Internal Communication and Leadership

1 Introduction

2 Leadership Communication Outline of an Emerging Concept

3 Leadership Communication and Internal Communication

4 Implications for Research and PR Practice

References

Internal Communication as Management of Trust Relations: A Theoretical Framework

1 Introduction

2 General Framework: Change and Uncertainty

3 Trust as the Subject of Scientific Research

4 Shaping of Trust as a Concept for Internal Communication

5 Examples for Implementation

6 Conclusion: Corporate Communication Fosters Trust in Management

References

Evaluating Strategic Communication: Theoretical and Methodological Requirements

1 The Practice of Evaluation

2 Communication-Based Theories of Evaluation

3 Economic and Value-Based Evaluation

4 Integrating the Dimensions of Evaluation

References

Political Public Relations: Research on its Success and its Influence on German Media Coverage

1 Introduction

2 Current State of German Determination Research

3 Current State of German Research on Election Campaigns and PR

4 Conclusion

References

Public Relations and Public Diplomacy: Some Conceptual Explorations

1 Conceptual Systems of Public Diplomacy

2 A Question of Terminology

3 Publics and National Images

4 Three Views of Public Relations Different Views of Public Diplomacy?

5 Concluding Remarks

References

Communication Management, Organizational Communication and Public Relations: Developments and Future Directions from a German Perspective

1 Introduction

2 Public Relations: Disciplinary Status

3 Competing Terms

4 Future Directions

References

Part III European Perspectives in Communication Management

Reflection: Legitimising Late Modernity

1 Introduction

2 Co-Evolution of Society and Organisation

3 Adjustments of Modernity

4 Legitimate Practice as Reflection

5 Differing Contemporary Ideals

6 Perspectives

References

Public Relations, Persuasion and Propaganda: Truth, Knowledge, Spirituality and Mystique

1 Introduction

2 Methodological Issues

3 Conclusions and Implications

References

Public Relations and Power: How Hard is Soft Power?

1 Prolegomenon

2 Argument

3 Conclusion

4 Epilogue

References

Intangible Assets and Communication

1 Introduction

2 Defining Intangible Assets

3 Reputation Capital and Communication

4 Structural Capital

5 Communication as an Intangible Asset

6 Communication Management and Intangible Assets

7 Measuring Communication ROI

References

Glocalising Public Relations and Crisis Communication: Bridging Gaps of Trust in Multicultural Societies

1 Introduction

2 Public Relations and Crisis Communication

3 Multicultural Publics, Ethnicity and Intercultural Communication1

4 An Empirical Example: Glocal Communities in the Neighbourhoods of Malmö, Sweden

5 Public Relations in a Basement in Rosengård, Malmö

6 Glocal Identities and New Publics to Relate to

References

Risks and Crises in Virtual Publicity Risks and Crises in Virtual Publicity – Can Publicity Crises Be Prevented by Public Relations in the Cyberspace?

1 Introduction

2 The Concepts "Publics" and "Publicity"

3 The Internet

4 Public Sphere and Counter-Public Sphere

5 PR and Traditional Mass Media a Cracking Symbiosis?

6 PR in Cyberspace

7 Conclusions

References

Communication Management in Europe – Challenges and Opportunities

1 Introduction

2 On Public in Public Relations

3 On "Relations" and "Communication"

4 The Parameters of the Field

5 Public Relations as a Separate Research Field

6 The Definition of the Field

7 Discussion

References

Part IV International Challenges for Public Relations

Excellence Theory in Public Relations: Past, Present, and Future

1 Introduction

2 Two Approaches to Public Relations

3 Origins of the Strategic Management Paradigm

4 The IABC Excellence Study

5 Extending the Excellence Theory to a Global Theory

6 More About the Strategic Management Role of Public Relations

7 Recent Research to Enhance the Strategic Role of Public Relations

8 Moving to the Future

References

Rhetorical Perspective and Public Relations: Meaning Matters

1 Introduction

2 From Public Sphere to Public Arenas: A Rhetorical "Sense of Place"

3 Conclusions

References

Reconsidering Strategic Corporate Social Responsibility: Public Relations and Ethical Engagement of Employees in a Global Economy

1 Public Relations, Ethical Dilemmas, and Professional Codes

2 Public Relations and Social Responsibility

3 Corporate Social Responsibility

4 Strategic Corporate Social Responsibility

5 Reconsidering Strategic CSR: Ethical Engagement of Employees

6 Conclusions

Acknowledgement

References

Linking Stakeholder Relationships and Corporate Reputation: A Public Relations Framework for Corporate Sustainability

1 Introduction

2 About Corporate Governance, Citizenship and Sustainability

3 Business Becoming Socially Relevant

4 Public Relations and Sustainability

5 Stakeholder Relationships

6 Corporate Reputation

7 Measuring Corporate Reputation

8 Linking Stakeholder Relationships with Corporate Reputation

9 Conclusive Remarks

References

Situating Science: Public Relations, Status, and Theoretical Trends

1 The Business of Branding and University Disciplines

2 Branding Evolution

3 Evaluating Brand PR

References

Globalization and Public Relations

1 Introduction

2 Ethnocentricity in Public Relations

3 Culture

4 Political Economy

5 Media culture

6 Activism

7 Can we Adopt Single Strategies for Practicing Public Relations Globally?

8 The Future

References

Annex

Günter Bentele- Curriculum Vitae

Publications by Günter Bentele

1 Monographs and Editions

2 Edition of Book Series

3 Articles and Book Chapters

4 Selection of Research Reports (unpublished)

About the Editors

About the Contributors About the Contributors