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Library & Academic Resources This section contains news on PR books and academic resources. Both Euprera members and non-members can access all the issues, but only members have the possibility to download the full texts. Do you have something interesting you want to share with us? Write to info@euprera.org
Academic Theories in PR Practice - 2000 Toward an Understanding of the Use of Academic Theories in Public Relations Practice by Joep P. Cornelissen This article discusses a focal issue in the field of public relations: the way that practitioners use academic theories. The possible modes of use are discussed and a new perspective on science use —the translation model—is outlined. The premise of this model is that scientific knowledge is seldom used in an unaltered form in practice. Scientific notions are interpreted, reframed, and adapted to existing visions and presuppositions of practitioners. The article closes by identifying future research directions.Euprera members can download the full paper. Euprera members can download the full paper.
Book: Branding Corporativo (ES) - 2009 Branding Corporativo by Paul Capriotti It is possible to download the book in the author's blog http://www.bidireccional.blogspot.com
Book: Contredire l'entreprise (FR) - 2009 "Contredire l'entreprise" by Andrea Catellani, Thierry Libaert, Jean-Marie Pierlot This book presents new looks on how firms are criticised and attacked today by publics, associations, stakeholders. Scholars and professionals from different countries (France, Italy, Belgium, Canada, Portugal...) introduce researches and reflections on polemic, contradiction, criticism around and about firms. The volume presents the proceedings of the conference "Contredire l'entreprise" (Contradicting Firms), held in Louvain-la-Neuve (Belgium) in October 2010, in honour of Prof. Axel Gryspeerdt, key figure of the Public Relations development in Belgium, now emeritus of the Université catholique de Louvain (UCL). Order the volume (paper and electronic version)
Book: Image of the Balkans - 2008 Image of the Balkans: historical aproaches and communication perspectives by Minka Zlateva With the papers of 64 authors from 11 countries, participants in the IX International scientific conference of UNESCO Chair “Communication and Public Relations” at the Faculty of Journalism and Mass Communication of Sofia University “St. Kliment Ohridski” Summary The "Image of the Balkans: Historical Approaches and Communication Perspectives" book-collection (edited by Minka Zlateva) consists of the research papers of 64 participants from 11 countries in the Ninth International Scientific Conference on the same name. The conference took place on 19-20 May 2006 in Sofia and was organized by UNESCO Chair "Communication and Public Relations" at the Faculty of Journalism and Mass Communication, Sofia University "St. Kliment Ohridski" in cooperation with the Bulgarian Public Relations Society and the Balkan Sciences Institute at the Bulgarian Academy of Sciences. It was dedicated to 50th Anniversary of the accession of Bulgaria to UNESCO. More than 120 scientists, lecturers, PhD candidates, students and PR-practitioners from six Bulgarian universities: Sofia University “St. Kliment Ohridski” (Faculty of Journalism and Mass Communication, Faculty of History and Faculty of Classic and New Philologies), New Bulgarian University, Plovdiv University “Paisiy Hilendarski”, Varna free university “Chernorizets Hrabar”,Veliko Tarnovo University “St. St. Cyril and Methodius, Varna Free University “Chernorizets Hrabar” and Southeastern University “Neophyte Rilski” took part in the conference, as well as scientists from four institutes at the Bulgarian Academy of Sciences – those of Balkan Sciences, History, Sociology and Centre of Science Studies and History of Science. Communication researchers from a total of 15 countries - Austria, Albania, Australia, Bulgaria, Finland, Germany, Great Britain, Greece, Latvia, Macedonia (FYROM), Netherlands, New Zealand, Russia, Serbia, Turkey, took part at the conference. The publications are organized in six main sections: “The Phenomenon of Image: Balkan Dimensions”, “Historical Approaches”, “Modern Dimensions”, “Media Interpretations”, “Intercultural Context”, and “Communication Perspectives”. For the first time in the Bulgarian public communication specialized literature, the problems of the image of the Balkans are discussed by historians and media and PR experts from the country and abroad together, who offer specific ideas and organizational forms for its reshaping. The collection is addressed to scientists, lecturers and students in the area of communication studies, media, PR, history, Balkan studies, European studies, culture studies and national psychology. Euprera members can download the book.
Book: La communication des associations, Communicator (FR) - 2009 La communication des associations by Thierry Libaert and Jean Marie Pierlot The topic is PR for NGOs. Communicator by Thierry Libaert and Marie Héléne Westphallen It is the main manual in France on PR for students. More information Thierry Libaert's website: http://tlibaert.info
Book: Online public relations, 2nd edition - 2009 Online Public Relations: A Practical Guide to Developing an Online Strategy in the World of Social Media by David Phillips and Philip Young Online Public Relations provides a practical guide to public relations and the Internet. Endorsed and supported by the Chartered Institute of Public Relations, the text covers up-to-date research and gives practical advice on every aspect of successful online public relations. The internet has totally revolutionized the practice of public relations. This revolution has not only affected the way PR professionals communicate but has changed the nature of communication itself. This thoroughly revised, second edition of Online Public Relations shows readers how to use this potent and energizing medium intelligently and effectively. This second edition is a timely and authoritative overview of the new online PR. Any PR professional wanting to conduct business in the modern interconnected world will regard this book as a must. Book details Published date: May 2009
Book: PR in Africa - 2010 Public Relation and Communication Management in Africa by Odedele Sunday Public Relations and Communication Management is evolving in Africa, as African nations seek political, industrial, and socio-economic growth. As international trade increases in the continent, African nations are seeking industrial technological development and their governments endeavor to improve their status in the world community. The book is made up of twenty one chapters, mostly compiled case studies of previous PR campaign taking from the five regions of the continent: North Africa, Southern Africa, Central Africa, West Africa and East Africa, one chapter on the history of PR in Africa, seventeen chapters of case studies and three chapters of overviews. This book would be useful and be of value to students, researchers, lecturers, practitioners and organizations that are interested in knowing the public relations environment of African nations and also are with an interest in the development of Public Relations and Communication Management practice in Africa. This book seems to be the first to be exclusively dedicated to the practice of Public Relations and Communication Management in African countries. Download the book
Book: Public Communication in the European Union. History, Perspectives and Challenges - 2010 by Chiara Valentini This book is a collection of essays that analyse and discuss EU information and communication policies and activities towards, with, by different publics developed both by the EU institutions at the European, national and local levels and by public organizations and civil society actors. Throughout six thematic parts, the authors examine from different theoretical perspectives (political communication, journalism, public relations and public diplomacy, political science, and cultural studies) and reflect on what it means for the European Union to communicate in multi-national and multi-cultural settings. The originality and strength of this book stand on the capacity to discuss EU communication policies, strategies and actions in their diverse features and, at the same time, to have a clear general picture of the role and function that communication has within the European Union's governance. The combination of different theoretical frameworks with the latest empirical research findings makes this book a fresh and fascinated collection of insights of what the European Union can achieve with strategic communications. Download the poster of the book
Book: The Public Relations Digest, CIPR - 2009 The Public Relations Digest by the Chartered Institute of Public Relations (CIPR) This book has been compiled to stimulate learning and critical reflection by presenting the ideas and observations of a number of academics in the field of study. It is only a small sample of the growing literature, that serious students should be exploring widely and criticising insightfully, as they must also the Studying public relations at post graduate level, while also holding down an often demanding job is not an easy matter and the fact that so many are choosing to do so internationally, with the CIPR, is a positive sign for the future development of the profession. As the course is studied in many different cultures and communities, it is important to note from the start that no one book or curriculum can fully prepare someone to work professionally in public relations or, as it is called in some countries and organisations, ‘communication’. How to buy the book
Bridging the space to consesus Bridging the space to consensus by Minka Zlateva In the monograph “Bridging the space to consensus. Problem fields and conflict zones” is the topic about the mutual relations between public relations (PR) and journalism for first time in the Bulgarian literature for communication theoretical analyzed. The accumulated theoretical and empirical experience in Western and Eastern Europe and in the USA was summarized and critical made sense. It was presented the main models of these complicated and dynamic relations, which display at the 21 century in the conditions of net society and “economics of attention”, of grown requirements of ethics and corporate social responsibility. The differences in the functions of PR, journalism and media determine the problem fields and conflict zones in between, considered in information, economics and politics. These differences predetermine the way of constructing the social reality on part of PR practitioners and journalists and of reflecting of the social time in theirs products. Some original ideas was offered as this construction of social reality with the method “open windows”; the role of PR in the form of public opinion and the ways to consensus on part of journalists and PR practitioners; the temporal peculiarities in and of the tine in PR. The comparative analyze of the time in PR and the “media time”in normal and crisis situation in the context of social time was made. With the theoretical treatments was interpreted the case study from Bulgarian and world’s practice. The monograph would be on interest for researchers and practitioners in the sphere of public communication and students in PR, journalism and media.
Communication Index 2007 in Sweden Communication Index 2007 in Sweden by Swedish Public Relations Association The Communication Index is compiled and presented for the third year in succession by the Swedish Public Relations Association and Precis (the Association of Public Relations Consultancies). The intention of the survey is to highlight the industry’s significance by displaying its turnover and development over time. The purpose of the Communication Index is to provide facts about the communication sector’s size and development over time. The objective of the Communication Index is to provide a basis for ongoing discussion about the relative size, influence and growth of the sector. The Communication Index will also contribute to the creation of opinion within important areas such as dissemination of communication/Public Relations work and methods in the organisations’ operations as well as the increased significance of communication work and methods within the framework of leadership. Euprera members can download the full report.
Euprera - IPR Award 2008: winning paper on the Personal Influence Model Personal relationship strategies and outcomes in a cse study of a multi-tiered membership organization by Tiffany Derville Abstract Theoretical insight resulted from investigating a new context for the personal influence model. This study investigated the organization-public relationship between a multitiered advocacy organization and its members. The primary method for this study was interviews with 102 participants. Supplemental methods included 49 hours of participant observation and an examination of the organization’s internal and external documents. This study resulted in identifying the following strategies for cultivating personal relationships in the context of an organization-public relationship: direct engagement, task sharing, investment in local relationships, constitutive rhetoric, hat-in-your-hand, developing veteran credentials, and peer linking. To contribute to the discussion about the value of personal relationships in organizations, this study also investigated the outcomes of personal relationships. The outcomes found in this study include affective commitment, political leverage, social capital, member recruitment, and member retention. Euprera members can download the full paper.
European humanitarian organizations subjected to the test of legitimacy crisis European humanitarian organizations subjected to the test of legitimacy crisis and/or identity crisis. Author - Stéphanie DILLIERE-BROOKS- Doctoral student in Organizational Communication at Michel de Montaigne - Bordeaux 3 under direction of Professor Valérie Carayol, Laboratoire du Grec/o (France). From one sector to another, society questions its sub-systems and, in particular, its organizations. The causes and consequences of this assessment are analyzed in extensive research from different disciplines: management, economics, politics, and sociology. At the same time, organizational patricians continue their search for relevant and efficient solutions within institutions. No one seems to be spared from this environment of scrutiny, not even traditional and powerful actors such as Military forces (Schwebig, 1977)[1]. Created as alternative response mechanisms to public and private sectors deficiencies, and at this point considered as particularly legitimate institutions, humanitarian organizations are now also having to prove their relevance, efficacy, and humanitarianism according to the direct environment’s attempts and beliefs. This questioning might be consequential on their organizational legitimacy but could it also have an impact on their identity making it difficult for them to answer this following question: ‘ who are we as an organization’? In the literature, the legitimacy crisis seems to be inseparable from identity crises (Laufer, Ramanantsoa, 1982)[2] but is it the case in humanitarian organizations confronting the changes of the environment over the last year? An analysis of these changes and their consequences according to a triptych set of notions will follow: legitimacy, identity and public relations. How the crisis of one can have a strong impact on the other one? How the implementation of the Public Relations strategies might help to maintain, to reinforce or to restore both others and to which degree? [1] Schwebig, P., Les communications de l’entreprise, Paris, Mc Graw Hill, 1988. [2] Laufer R., Ramanantsoa B., Crise d’identité ou crise de légitimité in Revue Française de Gestion, 1982, pp :18-26. Euprera members can download the full paper.
IPRA Gold Paper 2000 Challenges in Communication by Eric Denig and Anita Weisink Fifteen years ago, the International Public Relations Association (IPRA), together with the ‘Vereniging voor Public Relations en Voorlichting’ (at the time the NGPR, now the ‘Beroepsvereniging voor Communicatie’) organised the 10th Public Relations World Congress in Amsterdam. Under the title Between People and Power, more than 1000 practitioners listened to more than 100 speakers and panel members. More important still was the way in which this congress assumed form. An initial congress book Analysis combined 50 trends into 8 key developments in our field and in society: alienation and resistance / growing complexity / specialisation and superspecialisation / information paradox / information elites / information ‘overflow’ / greater attention to internal communication / need for norms and values. The almost 40 reactions submitted from around the globe were pulled together in a second congress book entitled Reactions. And this provided the basis for the four day themes of the congress and for the overall report A Geography of Public Relations Trends. Now, fifteen years later, the hard core of the former Programme Committee of the World Congress, plus a number of new enthusiastic practitioners, has decided on a similar exercise for the 15th Public Relations World Congress in Chicago. Again it deals with our profession: ‘State of the Art’ and ‘Future Trends’, from the perspective of the Netherlands as a member of the European Union. A comparison of our work - which we present here – with the results of 1985 reveals that we have changed in some respects, but not in others. The bridge of our profession still exists between people and power. But the trends are concerned ever less with public relations and ever more with communication. Euprera members can download the Gold Paper.
IPRA Gold Paper 2008 Public relations and collaboration: the role of public relations and communications supporting collaboration in a complex, converging world by Roger Hayes This is the second in a new series of Gold Papers (the first being Ethics in Public Relations), which is timed to coincide with the much-heralded IPRA Public Relations World Congress in Beijing in November 2008. One of the contentions of this paper is that defining and instilling values should be a key role for public relations and its associated disciplines – public affairs, corporate or strategic communications and ocrporate responsibility. Also that globalisation could be a catalyst to reposition public relations in support of corporations and other institutions required to collaborate more with a wide array of stakeholders solving issues collectively in a coalition of interest. The result can help broaden its knowledge base and enhance global professionalism. Euprera members can download the Gold Paper.
Journal: Communication Revue (FR) Nous sommes heureux d’annoncer la mise en ligne de la revue Communication Publiée par le Département d’information et communication de l’Université Laval (Québec) depuis 1975, cette mise en ligne, qui s’ajoute à sa version papier, s’inscrit dans la continuité et représente pour nous un gage de l’avenir. Nous tenons à remercier le Centre pour l'édition électronique ouverte (Cléo)http://cleo.cnrs.fr/ pour son accueil et le chargé d’édition du portail Revues.org pour son soutien et ses bons conseils. Nous vous invitons à visiter Communication et la centaine de revues en sciences humaines et sociales hébergées dans le portail Revues.org. Pour l’instant, seul les textes intégraux du volume 26 (2008) sont en ligne. Nous prévoyons ajouter le volume 25 (2007) d’ici janvier prochain et le volume 27(1) en mars. Nous utiliserons cette liste de distribution pour vous informer des prochaines mises en ligne. Bien cordialement Roger de la Garde
Mixed Methodos Research - 2009 by Gloria Walker Gloria Walker presented research findings at the International Mixed Methods Research Conference in Harrogate, UK on 8-10 July 2009. Mixed methods research uses both quantitative and qualitative methods in the same study and is used widely in other fields, such as nursing and social sciences. Walker's findings were based on an analysis of papers presented at the 2007 and 2008 EUPRERA Congresses and the 2009 International Communications Association Conference. Of the 386 papers in the sample, 28% used a quantitative method, 36% used a qualitative method, 13% used two or more quantitative or qualitative methods, but only 4% used mixed methods but did not use that term. This indicates that mixed methods is generally unknown among communications researchers. New findings will come in Spring 2010. Euprera members can download the full presentation.
PR Report The Value Creating Brand Strategy - January 2008 The Swedish PR Association published a report on Value Creating Brand Strategy in Sweden. Euprera members can download the full paper.
Preconceptions and misconceptions among students in PR - 2003 "I thought it would be more glamorous": preconceptions and misconceptions among students in the public relations principles course by Shannon A. Bowen Do public relations majors and students attracted to the major know what the discipline involves? This research addresses their preconceptions as they begin their study and the misconceptions to which they ascribe. Students often enter the basic course unaware of a management focus, shocked by the level of strategic decision making required of practitioners, and surprised by the amount of research knowledge and activity necessary in the field. Euprera members can download the full article.
Quantifying the Impact of Social Media - 2008 Distributed Influence: Quantifying the Impact of Social Media by Jonny Bentwood This white paper aims to address this issue. It is not written as a fait accompli but rather as a contribution to the conversation. Following the publication of the Edelman’s Social Media Index in July 2007 with David Brain (CEO, Edelman Europe), a roundtable was devised to bring together a group of interested stakeholders representing all key constituencies to address the question of influence and how it should be measured. Euprera members can download the full paper.
Relationships, Transparency and Evaluation - 2005 Relationships, Transparency and Evaluation: The Implications for Public Relations by Julia Jahansoozi This chapter discusses the concept of organization–public relationships and the relational perspective. It reviews definitions of key terms such as organization, publics, and organization–public relationships within the public relations context. As a number of other fields use relationships as a fundamental concept, this chapter reviews literature from relationship marketing, organizational theory, conflict resolution, interpersonal communication, and public relations in order to identify relationship components (characteristics or elements) deemed necessary to build and maintain organization–public relationships. Dialogue and transparency are identified as relational elements that have been largely ignored in public relations literature on the relational perspective. Dialogue is considered essential for a relationship to exist and transparency is identified as a key relational condition that is connected to other relational characteristics such as trust, accountability, cooperation, and collaboration. Transparency also has “negative” coercive attributes as increased transparency may lead to lowering the level of decision making and increase self-censorship in an attempt to protect senior management from perceived negative societal consequences. A new phenomenon termed “stakeholder fatigue” is also briefly discussed, as is a summary of recent public relations research on evaluating organization–public relationships and possible evaluation methodologies. Euprera members can download the full text.
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