The practice and study of public relations has grown significantly within Europe over the past decade, yet as a discipline, it remains a relatively unexplored field. This volume of papers brings together contributions from some of the leading international public relations academics and practitioners who provide valuable insights into the theories underpinning current public relations thinking and practice, and illustrate the diversity of perspectives that characterize this evolving area. Key issues discussed include:-
* the contribution of public relations to strategic management in organizations
* the feminization of public relations
* the function of rhetorical study in our understanding of modern corporate dialogue
* international perspectives of public relations.
A valuable aid to both students and practitioners, this fascinating book challenges some of the traditional assumptions about public relations practice.
List of illustrations ix List of contributors x Preface xiv Acknowledgements xvi Introduction: Public relations research: interdisciplinary perspectives 1(6) Danny Moss Dejan Vercic Gray Warnaby PART I Public relations and management theory 7(80) The origins of public relations theory in economics and strategic management 9(50) Dejan Vercic James E. Grunig Introduction 9(4) Industrial economics, strategic management and public relations 13(6) Microeconomics, publics and models of public relations 19(5) American conceptualization of management 24(3) CSR0, CSR1, CSR2, CSR3, CSR4 27(5) Operationalizing strategy 32(12) Cultural differences and public relations 44(4) Conclusions 48(11) Strategy and public relations 59(28) Danny Moss Gary Warnaby Background 59(1) Perspectives on strategy 60(3) Competitive strategy 63(4) The strategic potential of public relations 67(3) Towards a broad strategy-making framework 70(2) A nested model of strategy and strategy formulation 72(9) Implications for strategic management and future research 81(6) PART II Contemporary perspectives of public relations 87(70) A feminist phase analysis of research on women in postmodern public relations 89(32) Larissa A. Grunig Introduction 89(1) Conceptualisation 90(5) Methodological approach 95(1) Results 96(16) Discussion 112(9) Public relations and rhetoric: history, concepts, future 121(24) Elizabeth L. Toth A description of rhetoric 122(2) The concept of rhetoric 124(5) Rhetorical theories applied to public relations 129(16) Psychology and public relations 145(12) Jon White Exploring the links between psychology and the theory and practice of public relations 145(3) Public relations as an applied social psychology 148(9) PART III International perspectives of public relations 157(52) Public relations: the cultural dimension 159(20) Toby Macmanus Introduction 159(1) Broad evolutionary perspectives 160(5) Theories identifying characteristics of national culture 165(4) Organisational culture 169(3) Banks social-interpretative approach to public relations 172(2) Conclusion 174(5) Preliminary Delphi research on international public relations programming: initial data supports application of certain generic/specific concepts 179(30) Robert I. Wakefield Introduction 179(2) Literature on international public relations 181(1) Global vs local practice 182(1) Bridges between global and local thinking 183(1) Excellence in international public relations 184(1) Possible specific variables 185(6) The Delphi study on international effectiveness 191(4) Initial results support generic/specific concept 195(8) Discussion and summary 203(6) PART IV Historical-German perspectives of public relations 209(48) The origins and development of public relations in Germany and Austria 211(15) Karl Nessmann The problems of writing a history of PR 211(2) Phase 1: The eighteenth/nineteenth centuries to the early twentieth century 213(3) Phase 2: 1914--45 216(3) Phase 3: from 1945 onwards 219(3) The origins of PR in Germany and Austria---key developments 222(4) Public relations and the development of the principle of separation of advertising and journalistic media programmes in Germany 226(31) Barbara Baerns Introduction 226(2) Case study 228(4) Historical developments 232(6) A new beginning and points of departure 238(5) Expected sanctions and control mechanisms 243(2) Current activities 245(12) Subject index 257(7) Author index 264
Danny Moss, Dejan Vercic, Gary Warnaby
