Journal of Communication Management

Ian Somerville; Andy Purcell

2011 Journal of Communication Management

doi: 10.1108/13632541111150970

Purpose – The purpose of this paper is to examine the public relations strategies of the IRA (Irish Republican Army) and their political wing Sinn Féin, throughout the historical period known as the Northern Ireland “Troubles”. Design/methodology/approach – This study uses semi‐structured élite interviews as its primary data. The study structures a historical account of the development of republican public relations around three main phases: the “propaganda of the deed” phase; the development of political public relations phase; and the peace process phase. Findings – Much previous research traces a common trajectory for terrorist organisations, where they begin with large‐scale “propaganda of the deed” activities, and then move toward more typical PR activities when their “message” begins to be heard. The findings suggest that this is only partially true for the republican movement. Previous research also claims that peace settlements virtually never acknowledge the demands of terrorist groups. However, the findings indicate that the republican movement, via the use of skilful public relations techniques and disciplined internal organisational communication, pushed itself to the forefront and remained central in the efforts to develop a peace process. Research limitations/implications – The study draws on interview data with a small group (six) of republican strategists, all of whom where involved in some capacity in public relations activities. While it is not claimed that they represent the views of the whole republican movement on the issues discussed, they do arguably represent the views of a “dominant coalition”. Future research could usefully investigate the public relations of power sharing since the Good Friday Agreement. Originality/value – Previous approaches to analysing the subject of public relations and terrorism have tended to regard it as an activity engaged in by psychopaths or criminals. This paper's starting‐point is to problematise this definition of “terrorism” and at the same time widen the application of the term to include State actors. In this regard, it is in opposition to much current Western media, governmental and academic usage of the term. This research also differs from most other studies of terrorism in the public relations literature, in that it uses élite interviews as its primary source of data.

Elisabetta Bini; Ferdinando Fasce; Toni Muzi Falconi

2011 Journal of Communication Management

doi: 10.1108/13632541111150989

Purpose – The purpose of this paper is to analyze the emergence and development of public relations in Italy between 1945 and 1960. Its aim is to examine the main actors (corporate and political) involved in the process, how they were influenced by the USA and the emergence of professional associations devoted to expanding the field Design/methodology/approach – The paper is based on research conducted in US and Italian archives and libraries. It analyzes primary sources concerning corporations, government agencies and professional associations involved in promoting public relations in post‐war Italy, such as the United States Information Service, Standard Oil (NJ), Fiat, Piaggio, Olivetti, Pirelli, Intersind. Findings – This paper argues that the introduction of public relations in postwar Italy was strongly influenced by US companies and government agencies, which had a considerable impact on the emergence of professional associations. It also looks at the specific Italian definitions of public relations and points out that in Italy the field of public relations emphasized the importance of “style” and culture over that of marketing, and was often carried out by an array of “humanists” (poets, graphic designers, and writers). Originality/value – This paper is one of the first studies about the history of public relations in Italy. It points out the peculiarity of the Italian case, by showing the intersection between the terms “propaganda” and “public relations” in a country that had experienced 20 years of Fascist rule.

Burton St. John III; Margot Opdycke Lamme

2011 Journal of Communication Management

doi: 10.1108/13632541111150998

Purpose – The aim of this work is to explore Edward L. Bernays' early evolution in thought concerning the rationale for public relations and to briefly discuss how these emergent ideological concepts have proven foundational for contemporary public relations. Design/methodology/approach – Bernays' ideological development in the decade after the First World War is traced through: his very early tactical work; his exposure to significant writings concerning the use of persuasion to manage the masses; and his own writings. Findings – Bernays, widely considered a pioneer in the field of public relations, exhibited a somewhat halting evolution in thought concerning the role of the new public relations professional. From 1920 through 1927, he normally described the public relations counsel as using propaganda to move masses toward the acceptance of good causes. However, by the end of the decade, his concept of the public relations person shifted toward emphasizing using propaganda as a pro‐social mechanism to convey the ideas of minority voices to targeted audiences. The latter view is a precursor to modern‐day understandings of public relations as an endeavor that attempts to build mutually beneficial relationships between a client and its relevant audiences. Originality/value – This paper offers a distinctive look at how, during a crucial decade, a pathfinder in US public relations developed rationales for the emergent field. The exploration of his evolving ideology provides a deeper view of how Bernays contributed to enduring concepts of a socially constructive practice of public relations.

Donald K. Wright

2011 Journal of Communication Management

doi: 10.1108/13632541111151005

Purpose – The purpose of this paper is to provide a critical analysis of the history and development of public relations education in the USA and Canada. Design/methodology/approach – The research methodology used for this paper is the historical/critical analysis approach. Findings – This paper finds more differences than similarities between public relations educational development in the two countries. The first PR course at a US university was taught at the University of Illinois in 1920 and the first US degree program was offered by Boston University in 1947. The first Canadian university PR course was taught at McGill University n 1948 and the first university degree was offered by Mount Saint Vincent University in 1977. Although PR courses and degrees are offered at a small number of élite US universities, the greatest recent PR curriculum development has been at smaller, second‐ or third‐tier institutions. While a few Canadian universities offer courses and degree programs in the field, most of Canada's recent PR program growth has been at colleges rather than at universities. Practical implications – Rightly or wrongly, academic institutions often look to North America for direction when it comes to establishing and developing public relations education programs. A number of factual inaccuracies about public relations education history have frequently surfaced in books and journal articles. This paper corrects a number of those inaccuracies and in doing so improves public relations scholarship. Originality/value – A thorough review of the literature suggests that this paper represents the only journal‐length piece about the history and development of public relations education in Canada and the USA.

Oliver Raaz; Stefan Wehmeier

2011 Journal of Communication Management

doi: 10.1108/13632541111151014

Purpose – This paper seeks to compare different national PR histories in order to unfold the degree of abstract reflection in PR history writing. It aims to provide some suggestions for a future PR historiography, based on this comparison. Design/methodology/approach – The paper compares British, German, and US American PR historiography. The study is based on a comparison of 36 PR histories. A triple matrix of theoretization is used in order to differentiate the histories. Findings – Within the comparison American PR historiography accounts for 24 public relations history approaches, whereas Great Britain (1) and Germany (11) offer fewer histories. However, this richness in quantity does not lead to theoretical diversification. Owing to the paradigmatic obligation to a progressivist understanding, American PR historiography actually entails only one theoretic approach, while its German equivalent includes three different theoretic approaches and British PR historiography – being at its start – at least contains one explicitly non‐progressivist, methodologically well‐informed, fact‐oriented example. Paradoxically, the prevailing American PR historiography, on the one hand, conceptualizes PR as a modern phenomenon but, on the other hand, claims even ancient beginnings. Research limitations/implications – The corpus of analysis contains only studies that attempt to supply an encompassing overview of (national) PR history. Practical implications – Public relations managers may use these findings to achieve a more nuanced critical understanding of the history of their occupation, and thereby reflect on its current state, which may lead to intensified ethical endeavours. Originality/value – The paper presents a pioneer systematic comparison of the three national PR histories, which may lead to enhanced national and general PR historiography. Another value is the establishment of a theoretically informed comparative measuring instrument, which (in future) can also be applied in order to compare and improve other national PR historiographies.