European and International Perspectives and Innovations
E-Book, Englisch, 449 Seiten, eBook
ISBN: 978-3-531-90918-9
Verlag: VS Verlag für Sozialwissenschaften
Format: PDF
Kopierschutz: 1 - PDF Watermark
Ansgar Zerfass is professor in Communication Management at the University of Leipzig, Germany. He is engaged in various professional organizations and member of the executive board of EUPRERA, the European Public Relations Education and Research Association.
Betteke van Ruler is professor in Communication Science and Communication Management at the University of Amsterdam. She serves as chair of the ICA International Communication Association's Public Relations Division.
Krishnamurthy Sriramesh is one of the leading researchers in public relations worldwide. He has taught at Purdue University, the University of Florida, and Nanyang Technological University, Singapore. He serves on the editorial board of severeal international journals.
Zielgruppe
Professional/practitioner
Autoren/Hrsg.
Weitere Infos & Material
1;Content;5
2;Introduction;9
2.1;1 Stimulating the Debate on Public Relations Theory;9
2.2;2 The Relevance of Epistemology and Trust;10
2.3;3 From Interdisciplinary Frameworks to Applications in Business and Politics;11
2.4;4 Contributing to Legitimisation, Crisis Avoidance and Reputation Management;12
2.5;5 Beyond Excellence and Rhetoric: Global Developments in Theory Development;14
2.6;6 The Future and Thanksgiving;15
3;Part I Public Relations, Intereffication and Trust;18
3.1;Public Relations Theory: The Reconstructive Approach;19
3.1.1;1 Reconstructive Approach and Social Theory;19
3.1.2;2 Structures and Processes of PR or Communication Management;21
3.1.3;3 Connections to Reality and Reconstructing Reality;22
3.1.4;4 Concluding Remarks;28
3.1.5;References;29
3.2;The Intereffication Model: Theoretical Discussions and Empirical Research;33
3.2.1;1 The Intereffication Model;33
3.2.2;2 Research based on the Intereffication Model: A Selection;38
3.2.3;3 Conclusion;44
3.2.4;References;44
3.3;Trust and Credibility - Prerequisites for Communication Management;49
3.3.1;1 Trust, Public Trust and Credibility Definition of Terms;49
3.3.2;2 "Trust" as the Subject of Scholarly Research;50
3.3.3;3 "Trust" from the Vantage Points of Various Disciplines;51
3.3.4;4 "Trust" in Communication Studies: Credibility and Public Trust;54
3.3.5;References;59
4;Part II Advancements in Communication Management;64
4.1;Corporate Communication Revisited: Integrating Business Strategy and Strategic Communication;65
4.1.1;1 Integrated Communication as an End in itself?;65
4.1.2;2 Value-Based Management: from Shareholder-Value to Stakeholder-Value;67
4.1.3;3 Strategy and Communication: Four Types of Contribution to Value-Creation;69
4.1.4;4 Integration and Coordination as Key Effects of Corporate Communication;71
4.1.5;5 Theory of Corporate Communication;79
4.1.6;6 Integrated Communication;87
4.1.7;7 Summary and Outlook;93
4.1.8;References;93
4.2;Organization and Communication: An Integrative Approach to Public Relations and Communication Management;97
4.2.1;1 Background: Organizations as Parts of Society;97
4.2.2;2 Approach: Public Relations and Communication Management;99
4.2.3;3 Consequences: Communication Management and Added Value;108
4.2.4;References;109
4.3;Organizational Communication and Public Relations: A Conceptual Framework for a Common Ground;111
4.3.1;1 Introduction;111
4.3.2;2 Theoretical Developments in Organizational Communication: Communication as the Core Element of Organizations;112
4.3.3;3 Decisions as the Characteristic Form of Organizational Communication;115
4.3.4;4 Strategies of De-Paradoxification;116
4.3.5;5 Organizational Communication between Consistency and Contingency: a Conceptual Framework;118
4.3.6;6 Challenges for Communication Management;120
4.3.7;References;121
4.4;The True, the Good and the Beautiful: Reputation Management in the Media Society;125
4.4.1;1 Introduction;125
4.4.2;2 Literature Overview: The Concept of Reputation in Professional Discourse;126
4.4.3;3 Three Dimensions of Reputation: Functional, Social and Expressive;127
4.4.4;4 The Emperor Augustus Or Why Reputation Pays;132
4.4.5;5 Reputation as a Core Concept in Public Relations;134
4.4.6;6 Reputation and Medialised Communications;134
4.4.7;7 Logic of Reputation Constitution in the Media Society;136
4.4.8;8 Conclusion;143
4.4.9;9 Discussion;144
4.4.10;References;145
4.5;Internal Communication and Leadership;147
4.5.1;1 Introduction;147
4.5.2;2 Leadership Communication Outline of an Emerging Concept;148
4.5.3;3 Leadership Communication and Internal Communication;153
4.5.4;4 Implications for Research and PR Practice;159
4.5.5;References;160
4.6;Internal Communication as Management of Trust Relations: A Theoretical Framework;163
4.6.1;1 Introduction;163
4.6.2;2 General Framework: Change and Uncertainty;164
4.6.3;3 Trust as the Subject of Scientific Research;165
4.6.4;4 Shaping of Trust as a Concept for Internal Communication;167
4.6.5;5 Examples for Implementation;173
4.6.6;6 Conclusion: Corporate Communication Fosters Trust in Management;175
4.6.7;References;175
4.7;Evaluating Strategic Communication: Theoretical and Methodological Requirements;179
4.7.1;1 The Practice of Evaluation;179
4.7.2;2 Communication-Based Theories of Evaluation;183
4.7.3;3 Economic and Value-Based Evaluation;185
4.7.4;4 Integrating the Dimensions of Evaluation;189
4.7.5;References;190
4.8;Political Public Relations: Research on its Success and its Influence on German Media Coverage;193
4.8.1;1 Introduction;193
4.8.2;2 Current State of German Determination Research;194
4.8.3;3 Current State of German Research on Election Campaigns and PR;199
4.8.4;4 Conclusion;201
4.8.5;References;201
4.9;Public Relations and Public Diplomacy: Some Conceptual Explorations;205
4.9.1;1 Conceptual Systems of Public Diplomacy;205
4.9.2;2 A Question of Terminology;208
4.9.3;3 Publics and National Images;210
4.9.4;4 Three Views of Public Relations Different Views of Public Diplomacy?;212
4.9.5;5 Concluding Remarks;215
4.9.6;References;216
4.10;Communication Management, Organizational Communication and Public Relations: Developments and Future Directions from a German Perspective;219
4.10.1;1 Introduction;219
4.10.2;2 Public Relations: Disciplinary Status;221
4.10.3;3 Competing Terms;224
4.10.4;4 Future Directions;228
4.10.5;References;229
5;Part III European Perspectives in Communication Management;233
5.1;Reflection: Legitimising Late Modernity;235
5.1.1;1 Introduction;235
5.1.2;2 Co-Evolution of Society and Organisation;236
5.1.3;3 Adjustments of Modernity;237
5.1.4;4 Legitimate Practice as Reflection;241
5.1.5;5 Differing Contemporary Ideals;243
5.1.6;6 Perspectives;247
5.1.7;References;247
5.2;Public Relations, Persuasion and Propaganda: Truth, Knowledge, Spirituality and Mystique;251
5.2.1;1 Introduction;251
5.2.2;2 Methodological Issues;254
5.2.3;3 Conclusions and Implications;267
5.2.4;References;268
5.3;Public Relations and Power: How Hard is Soft Power?;271
5.3.1;1 Prolegomenon;271
5.3.2;2 Argument;271
5.3.3;3 Conclusion;275
5.3.4;4 Epilogue;276
5.3.5;References;277
5.4;Intangible Assets and Communication;281
5.4.1;1 Introduction;281
5.4.2;2 Defining Intangible Assets;281
5.4.3;3 Reputation Capital and Communication;283
5.4.4;4 Structural Capital;285
5.4.5;5 Communication as an Intangible Asset;287
5.4.6;6 Communication Management and Intangible Assets;288
5.4.7;7 Measuring Communication ROI;289
5.4.8;References;290
5.5;Glocalising Public Relations and Crisis Communication: Bridging Gaps of Trust in Multicultural Societies;293
5.5.1;1 Introduction;293
5.5.2;2 Public Relations and Crisis Communication;295
5.5.3;3 Multicultural Publics, Ethnicity and Intercultural Communication1;296
5.5.4;4 An Empirical Example: Glocal Communities in the Neighbourhoods of Malmö, Sweden;299
5.5.5;5 Public Relations in a Basement in Rosengård, Malmö;300
5.5.6;6 Glocal Identities and New Publics to Relate to;302
5.5.7;References;303
5.6;Risks and Crises in Virtual Publicity Risks and Crises in Virtual Publicity – Can Publicity Crises Be Prevented by Public Relations in the Cyberspace?;305
5.6.1;1 Introduction;305
5.6.2;2 The Concepts "Publics" and "Publicity";306
5.6.3;3 The Internet;307
5.6.4;4 Public Sphere and Counter-Public Sphere;307
5.6.5;5 PR and Traditional Mass Media a Cracking Symbiosis?;308
5.6.6;6 PR in Cyberspace;308
5.6.7;7 Conclusions;310
5.6.8;References;311
5.7;Communication Management in Europe – Challenges and Opportunities;313
5.7.1;1 Introduction;313
5.7.2;2 On Public in Public Relations;314
5.7.3;3 On "Relations" and "Communication";315
5.7.4;4 The Parameters of the Field;316
5.7.5;5 Public Relations as a Separate Research Field;319
5.7.6;6 The Definition of the Field;320
5.7.7;7 Discussion;321
5.7.8;References;323
6;Part IV International Challenges for Public Relations;326
6.1;Excellence Theory in Public Relations: Past, Present, and Future;327
6.1.1;1 Introduction;327
6.1.2;2 Two Approaches to Public Relations;329
6.1.3;3 Origins of the Strategic Management Paradigm;331
6.1.4;4 The IABC Excellence Study;333
6.1.5;5 Extending the Excellence Theory to a Global Theory;338
6.1.6;6 More About the Strategic Management Role of Public Relations;339
6.1.7;7 Recent Research to Enhance the Strategic Role of Public Relations;340
6.1.8;8 Moving to the Future;341
6.1.9;References;342
6.2;Rhetorical Perspective and Public Relations: Meaning Matters;349
6.2.1;1 Introduction;349
6.2.2;2 From Public Sphere to Public Arenas: A Rhetorical "Sense of Place";358
6.2.3;3 Conclusions;362
6.2.4;References;362
6.3;Reconsidering Strategic Corporate Social Responsibility: Public Relations and Ethical Engagement of Employees in a Global Economy;365
6.3.1;1 Public Relations, Ethical Dilemmas, and Professional Codes;365
6.3.2;2 Public Relations and Social Responsibility;367
6.3.3;3 Corporate Social Responsibility;368
6.3.4;4 Strategic Corporate Social Responsibility;372
6.3.5;5 Reconsidering Strategic CSR: Ethical Engagement of Employees;375
6.3.6;6 Conclusions;379
6.3.7;Acknowledgement;380
6.3.8;References;380
6.4;Linking Stakeholder Relationships and Corporate Reputation: A Public Relations Framework for Corporate Sustainability;385
6.4.1;1 Introduction;385
6.4.2;2 About Corporate Governance, Citizenship and Sustainability;386
6.4.3;3 Business Becoming Socially Relevant;387
6.4.4;4 Public Relations and Sustainability;387
6.4.5;5 Stakeholder Relationships;388
6.4.6;6 Corporate Reputation;390
6.4.7;7 Measuring Corporate Reputation;391
6.4.8;8 Linking Stakeholder Relationships with Corporate Reputation;393
6.4.9;9 Conclusive Remarks;395
6.4.10;References;395
6.5;Situating Science: Public Relations, Status, and Theoretical Trends;397
6.5.1;1 The Business of Branding and University Disciplines;397
6.5.2;2 Branding Evolution;398
6.5.3;3 Evaluating Brand PR;405
6.5.4;References;406
6.6;Globalization and Public Relations;409
6.6.1;1 Introduction;409
6.6.2;2 Ethnocentricity in Public Relations;410
6.6.3;3 Culture;413
6.6.4;4 Political Economy;415
6.6.5;5 Media culture;417
6.6.6;6 Activism;420
6.6.7;7 Can we Adopt Single Strategies for Practicing Public Relations Globally?;421
6.6.8;8 The Future;422
6.6.9;References;423
7;Annex;427
7.1;Günter Bentele- Curriculum Vitae;429
7.2;Publications by Günter Bentele;431
7.2.1;1 Monographs and Editions;431
7.2.2;2 Edition of Book Series;432
7.2.3;3 Articles and Book Chapters;433
7.2.4;4 Selection of Research Reports (unpublished);446
7.3;About the Editors;449
7.4;About the Contributors About the Contributors;451
Public Relations, Intereffication and Trust.- Public Relations Theory: The Reconstructive Approach.- The Intereffication Model: Theoretical Discussions and Empirical Research.- Trust and Credibility — Prerequisites for Communication Management.- Advancements in Communication Management.- Corporate Communication Revisited: Integrating Business Strategy and Strategic Communication.- Organization and Communication: An Integrative Approach to Public Relations and Communication Management.- Organizational Communication and Public Relations: A Conceptual Framework for a Common Ground.- The True, the Good and the Beautiful: Reputation Management in the Media Society.- Internal Communication and Leadership.- Internal Communication as Management of Trust Relations: A Theoretical Framework.- Evaluating Strategic Communication: Theoretical and Methodological Requirements.- Political Public Relations: Research on its Success and its Influence on German Media Coverage.- Public Relations and Public Diplomacy: Some Conceptual Explorations.- Communication Management, Organizational Communication and Public Relations: Developments and Future Directions from a German Perspective.- European Perspectives in Communication Management.- Reflection: Legitimising Late Modernity.- Public Relations, Persuasion and Propaganda: Truth, Knowledge, Spirituality and Mystique.- Public Relations and Power: How Hard is Soft Power?.- Intangible Assets and Communication.- Glocalising Public Relations and Crisis Communication: Bridging Gaps of Trust in Multicultural Societies.- Risks and Crises in Virtual Publicity — Can Publicity Crises Be Prevented by Public Relations in the Cyberspace?.- Communication Management in Europe — Challenges and Opportunities.- International Challenges for PublicRelations.- Excellence Theory in Public Relations: Past, Present, and Future.- Rhetorical Perspective and Public Relations: Meaning Matters.- Reconsidering Strategic Corporate Social Responsibility: Public Relations and Ethical Engagement of Employees in a Global Economy.- Linking Stakeholder Relationships and Corporate Reputation: A Public Relations Framework for Corporate Sustainability.- Situating Science: Public Relations, Status, and Theoretical Trends.- Globalization and Public Relations.
Introduction (p. 9)
Krishnamurthy Sriramesh, Betteke van Ruler &, Ansgar Zerfass
One could make a reasonable argument that public relations is an ancient practice (going back millennia) although it has been popularly perceived as a 20th century phenomenon. Scholarship in public relations, however, is more recent in origin with a history of less than four decades. During these formative years, the body of knowledge has expanded significantly, which is laudable. However, there is potential for growth and improvement in many areas of the public relations literature.
Over the decades, among other things, public relations scholarship has largely remained parochial to specific regions such as the United States, the United Kingdom, Latin America, German speaking Europe, etc. as evidenced in the bibliographic references of many essays in this volume itself where authors predominantly cite work from their own regions. This is often necessitated by linguistic differences with only English serving as the "universal" language that helps permeate knowledge through most regions.
Pedagogical and methodological factors also have played a role in the "regionalization" of the body of knowledge. However, we believe that knowledge flourishes most when it is shared across different kinds of barriers. Globalization has made it essential for us to recognize this reality more than ever. This volume tries to bridge the gap and presents theories and concepts from researchers around the world.
1 Stimulating the Debate on Public Relations Theory
Although there has been an increase in cross-national and cross-cultural knowledge sharing especially in the past decade, we deem this only as a good beginning that has great potential for exponential growth. It is with this broad goal in mind that we envisaged this book pooling the wisdom and perspectives of fertile minds from different parts of the world on various aspects of public relations and communication management.
Whereas knowledge sharing itself might have been a laudable reason to launch such a worthy project, we had another happier reason to envisage this volume – dedicating the book to celebrate a milestone in the life of a valued and renowned colleague. As a result, we have brought together scholars from around the world to share their perspectives in this compilation to mark the 60th birthday of Günter Bentele, the most renowned German-speaking scholar and researcher in public relations.
Unlike a traditional Festschrift, we refrained from asking the most important fellows of Günter Bentele’s career to contribute to this volume preferring instead to also foster research in public relations by gathering concepts advocated by those who are shaping the future of the field. This mirrors Bentele’s aspiration to bridge the gap between research traditions in different cultures and disciplines, and to support fresh thinking by younger scholars.
Bentele, whose curriculum vitae and impressive list of publications is presented in the appendix, has published almost 40 books and more than 200 articles or book chapters. He also has conducted numerous empirical studies and delivered speeches at conferences in many countries. He has served as president of the European Public Relations Education and Research Association (EUPRERA) and president of the German Association of Communication Science (DGPuK).
