Journal of Public Relations Research

Pal, Mahuya; Dutta, Mohan J.

2008 Journal of Public Relations Research

doi: 10.1080/10627260801894280

This article aims to interrupt the modernist goals of public relations research that predominantly privileges a management discourse. The emergence of the intertwined nature of cultural phenomena in the context of globalization necessitates alternative ways of thinking about public relations. This article explores the possibilities of postmodernism to disrupt the accepted norms of the dominant discourse of public relations. However, given the fragmented nature of the discursive space in postmodernism, this article advances the argument that critical modernism provides a relevant alternative to the modernist paradigm of public relations research by utilizing globalization theories. It suggests a space for articulating the roles of power and structure situated within the constitutive spaces of discourse.

van Woerkum, C.M.J.; Aarts, M.N.C.

2008 Journal of Public Relations Research

doi: 10.1080/10627260801894314

This article focuses on the unconscious processes involved in dealing with the environment of organizations, a main concern of public relations. To do so, we analytically distinguish between 3 types of relationships: those based on rules, those based on profitability, and those based on values. We explain how the unconscious mind affects one's perceptions, interactions, and decision making. Next, we present our central model, consisting of 4 modes: sending, giving off, interpretation, and resonance. Combining these modes leads to 4 types of communication that are elaborated in more detail. Finally, we ask how organizations can deal with their own unconscious reflexes and suggest a more in-depth reflection on current practices.

Yun, Seong-Hun

2008 Journal of Public Relations Research

doi: 10.1080/10627260801894330

The purpose of this study is to advance the contextual study of public diplomacy—the inquiry into the influences of a government's contextual variables on its practice and management of public diplomacy. To meet this aim, this study investigated the empirical associations between Hofstede's cultural dimensions and Excellence in public diplomacy, a conception of excellence in public diplomacy developed from the Excellence study, based on survey data from 52 embassies in Washington, DC. The findings suggest that the uncertainty avoidance dimension has substantial and significant empirical associations with Excellence in public diplomacy. Additionally, not only low uncertainty avoidance cultures but also individualist and low power distance cultures are more conducive to the Excellence than are their counterparts. Nonetheless, the findings have an implication that, in terms of associational magnitude, the overall contextual effects of societal culture on the Excellence may not be strong.

Wood, Michelle L. M.; Nelson, Michelle R.; Atkinson, Lucy; Lane, Julie B.

2008 Journal of Public Relations Research

doi: 10.1080/10627260801894405

Social utility theory suggests that labeling video news release (VNR) source material is the ethical decision (Wulfemeyer & Frazier, 1992), yet the persuasion knowledge model predicts that the effectiveness of VNRs will decrease as people become aware of this PR tactic (Friestad & Wright, 1994). Our study found that positive and negative effects were heightened when subjects read about VNRs and viewed a labeled VNR in a newscast. These subjects were most likely to recognize the VNR story source and least likely to perceive the story as credible. Neither reading nor labeling affected evaluations of the VNR message or featured company.