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This article aims to analyse how environmentalist NGOs build the figures of guilty and evil businesses in texts published on the web sites of two ironic prizes. These texts are good examples of criticism based on reversing and analysing semiotic productions of organisations, like advertising and environmental reports, as a part of on‐line environmentalist campaigns.

The article is based on textual semiotics and a semiotic‐based approach to rhetoric; the methodology is qualitative and exploratory. A part of the text published on the web sites of the two ironic prizes (Pinocchio and Angry Mermaid) are analysed in order to identify different models and strategies of criticism.

The article identifies a series of critical strategies: semantic/paradigmatic, syntagmatic/meta‐textual, referential, narrative and inter‐textual criticisms. It underlines the fact that on‐line criticism is an anti‐ideological semiotic action, which can be compared to some forms of ecological thought. Nonetheless, it is based on some forms of rhetoric and ideology, which can be analysed with semiotic tools.

This paper presents a qualitative, exploratory analysis of two cases: results cannot be directly generalized, but methodology and findings can be transferred to other cases (epistemological principle of transferability).

Methods and results of this paper can help in enriching research on the rhetoric of environmental communication, and can integrate more quantitative approaches. Results can suggest new approaches to business communicators, in order to avoid environmental criticism and “boomerang effects”.

The attempt to apply semiotics to the analysis of communication campaigns is rare and perhaps quite innovative. The approach can enrich the fields of PR and business communication studies, of rhetoric analysis and of environmental communication analysis.

The purpose of this paper is to analyse an Australian commercial radio talkback show that deployed prank as a strategy to scoop royal news to entertain an Australian audience, often commodified for popularity ratings and sponsorship dollars.

Using textual analysis, the study empirically examined the crisis that followed the 2Day FM’s prank call to the Duchess of Cambridge at King Edward VII Hospital, London. The paper engages with the media-made disaster from the lens of issue and crisis management interrogating social conversations and news stories across three countries, i.e., Australia, Britain and India.

Findings reflect that the media, in this case, radio, far more than any other public entity, is subject to public scrutiny and has a moral obligation to practice with public interest at heart. Both news and social media played crucial roles in the escalation of the crisis that ignited a range of public issues. While social media narratives were abusive, condemning and life-threatening, news stories focused on legality, ethics and privacy.

The prank broadcast invited news and social media attention and raised public concern over the ethics of Australian radio entertainment. Crises, whilst often damaging, contribute to the rethinking and rejuvenation of organisational and professional values and practices.

This project is significant in that it is the first to use a radio talk show as a case to engage with issue and crisis management literature and interrogate radio practice in Australia. Further, the project identifies this crisis as media-made and develops an innovative crisis lifecycle model.

The purpose of this paper is to consider the threats and potential of Big Data for strategic communication. It explains the concepts of datafication and Big Data and establishes the social and cultural context of Big Data from the way those constructing algorithms superimpose their value systems and cultural references onto the data. It links Big Data and strategic communication through the segmentation devices and strategies both use and propose discourse analysis as a valid method for the critique of Big Data. The importance of strategic communication for the public sphere suggests that Big Data can pose a serious threat to public discourse.

This is a conceptual and theoretical paper that first explains and interprets various new terms and concepts and then uses established theoretical approaches to analyze these phenomena.

The use of Big Data for the micro-segmentation of audiences establishes its relationship with strategic communication. Big Data analyses and algorithms are not neutral. Treating algorithms as language and communication allow them to be subjected to discourse analysis to expose underlying power relations for resistance strategies to emerge. Strategic communicators should guard the public sphere and take an activist stance against the potential harm of Big Data. That requires a seat at the institutional technology table and speaking out against discriminatory practices. However, Big Data can also greatly benefit society and improve discourse in the public sphere.

There is not yet empirical data available on the impact of datafication on communication practice, which might be a problem well into the future. It also might be hard to do empirical research on its impact on practice and the public sphere. The heuristic value of this piece is that it laid down the theoretical foundations of the phenomena to be studied, which can in future be used for ethnographic research or qualitative studies. It might eventually be possible to follow personalized messages generated through datafication to study if they actually lead to behavior change in specific audience members.

As guardians of the public sphere strategic communication practitioners have to educate themselves on the realities of Big Data and should consciously acquire a seat at the institutional technology table. Practitioners will need to be involved in decisions on how algorithms are formulated and who they target. This will require them to serve as activists to ensure social justice. They also will need to contribute to organizational transparency by making organizational information widely available and accessible through media bought, owned, and earned. Strategic communicators need to create a binary partnership with journalists of all kinds to secure the public sphere.

The paper exposes the role of algorithms in the construction of data and the extent to which algorithms are products of people who impose their own values and belief systems on them. Algorithms and the data they generate are subjective and value-laden. The concept of algorithms as language and communication and the use of Big Data for the segmentation of society for purposes of communication establish the connection between Big Data and strategic communication. The paper also exposes the potential for harm in the use of Big Data, as well as its potential for improving society and bringing about social justice.

The value of this paper is that it introduces the concept of datafication to communication studies and proposes theoretical foundations for the study of Big Data in the context of strategic communications. It provides a theoretical and social foundation for the inclusion of the public sphere in a definition of strategic communication and emphasizes strategic communicators’ commitment to the public sphere as more important than ever before. It highlights how communication practice and society can impact each other positively and negatively and that Big Data should not be the future of strategic communication but only a part of it.

The purpose of this paper is to examine the practices of positioning Chief Executive Officers (CEOs) and other top executives in the public sphere and approaches to manage their communication activities.

A neo-institutional framework is used to explain the growth of CEO positioning in mediatisated societies. Research questions are derived from previous research and tested in a quantitative online survey with 512 heads of corporate communication in 21 countries across Europe and a qualitative survey with 42 communication leaders in 12 countries.

The majority of companies position their CEOs and/or other top executives, but only a minority guide these activities through a sound management process. European CEOs are primarily presented based on their functional and ethical competencies. A minority of communication leaders prefer the uniform positioning of their CEOs in different markets; others argue for localised approaches. More companies in high-power distance countries have a specific communication strategy for their CEOs, compared to companies in low-power distance countries. Significant differences were also identified between listed and privately owned companies.

The study indicates the importance of CEO positioning from the perspective of corporate communication leaders. Investigating the expectations and experiences of CEOs themselves might provide additional insights.

The paper presents the first large-scale study on CEO positioning, informs practitioners on the state of practice in Europe and identifies knowledge that can be integrated into education of business and communications students alike.

In 2001, Dutch politician Jacques Wallage introduced the concept of “communication in the heart of policy”, which sought to bridge the perceived gap between the government and the populace. He also advocated for a stronger focus on the proper representation of cabinet ministers in the mass media. The purpose of this paper is to explore the implications experienced by communication professionals in the Dutch public service in terms of integrating this approach.

This paper is based on a series of 17 qualitative semi-structured interviews held with communication professionals either previously or currently employed in the Dutch public service.

The findings show that it has become increasingly difficult for communication professionals in the Dutch public service to maintain the strict separation between government communication and political communication that once characterised their work.

The focus of this paper is on government communication in the Netherlands at a national level.

This paper argues that a stronger focus on the image and reputation of cabinet members blurs the line between government communication and political communication, which may defeat the purpose of “communication in the heart of policy”.

This paper offers a unique insight into government communication practices in a consociational state, where politics are marked by negotiation and a common striving for broad consensus, and where the public service is controlled by coalition governments rather than one particular party.

The purpose of this paper is to consider the relevance of the institutional analysis and development (IAD) framework (Ostrom, 1990) in understanding the incentives for public relations (PR) practitioners’ interactions with Wikipedia, and other common-pool media.

This interdisciplinary conceptual paper applies the economics theory of commons governance to two case studies of PR interactions with Wikipedia.

The analysis concludes that commons governance theory identifies the downside risks of opportunistic behaviour by PR practitioners in their interactions with media commons such as Wikipedia. The paper concludes that Ostrom’s IAD model is relevant to the governance of PR interactions and offers guidance on productive PR practice in common-pool media.

The analysis was applied to only two cases for which information was widely available.

The paper includes implications for the scope of PR practice in its interactions with common-pool media. The economic value of information held by PR professionals has been undermined by the collaborative nature of common-pool media, which has consequences for the role of PR.

The paper introduces an economic theory and related literature to PR scholarship and applies them to PR practice. The paper aims to stimulate further research into the application of economic ideas to PR practice and to encourage discussion on the place of economic theory in PR knowledge.