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Book part
Publication date: 26 August 2016

Olaf Hoffjann and Philine Hachmeister

The distinction between external communication services and internal consulting services plays an important role in most public relations (PR) theories dealing with PR as an…

Abstract

The distinction between external communication services and internal consulting services plays an important role in most public relations (PR) theories dealing with PR as an organisational function. In these theories, two perspectives are at the centre of discussion: either PR succeeds in changing the environment or the organisation has to adapt to it. This chapter suggests a descriptive approach. It analyses theoretically and empirically the question of how PR manages the difference between external communication and internal consulting. A theoretical framework based on systems theory is presented. Key aspects of the approach have been tested with a quantitative online survey among communication professionals in Germany.

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The Management Game of Communication
Type: Book
ISBN: 978-1-78635-716-8

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Book part
Publication date: 1 February 2023

Olaf Hoffjann, Lea Anna-Maria Folger, Julia Gürster, Lara Johanna Hackenbeck, Jakob Halm and Lena Katharina Mirthes

Many critical descriptions can be found for public relations. While research has so far been limited to describing the negative image of the PR profession or has understood it as…

Abstract

Many critical descriptions can be found for public relations. While research has so far been limited to describing the negative image of the PR profession or has understood it as a peripheral problem, this chapter takes a more fundamental approach. Focusing on media relations as part of PR, the concerns about the profession are to be understood as a central part of its social identity, which others have initially assigned to it. This subsequently shapes their behaviour towards PR professionals, specifically spokespersons, just as it shapes the spokespersons' self-perception. Media relations is therefore characterised by something discrediting, which shapes the attitudes and behaviour of both the publics and the spokespersons themselves. In sociology, this is described by Erving Goffman's concept of stigma, which serves as the theoretical framework of the chapter. Drawing on Habermas, the discrediting characteristic of media relations is determined by the self-interest, success- and power-oriented character of strategic action. The empirical study, a survey of 429 journalists and spokespersons in Germany, addresses the following two research questions: How widespread is the stigma of spokespersons among spokespersons and journalists? And: What are the consequences of perceived stigma for job satisfaction? The findings are somewhat ambivalent showing that, on the one hand, about three out of five journalists stigmatise spokespersons. On the other hand, only about one in five spokespersons perceive themselves as stigmatised.

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(Re)discovering the Human Element in Public Relations and Communication Management in Unpredictable Times
Type: Book
ISBN: 978-1-80382-898-5

Keywords

Book part
Publication date: 26 November 2020

Olaf Hoffjann

The objective of this chapter is to introduce the new concept of outside-in-content, which facilitates a new perspective in the decoupling discourse. Based on the requirements for…

Abstract

The objective of this chapter is to introduce the new concept of outside-in-content, which facilitates a new perspective in the decoupling discourse. Based on the requirements for the contents of strategic communication, the concept of outside-in- and inside-out-content is introduced. The mechanisms of outside-in-content are explained using examples of practices from strategic communication management, such as sponsorship, corporate giving, celebrities and brand worlds. Next, the effects of outside-in-content are described. Lastly, in the context of the discourse on decoupling, the question of whether – or how – outside-in-content encourages talk–action inconsistency is answered. In inside-out-content, strategic communication looks within the organization for events, characteristics, services, persons and topics capable of attaining strategic communication targets. In the case of outside-in-content, the path is reversed: here, the selection process for strategic communication begins outside the organization and asks which existing or new events, persons or topics outside the organization are capable of attaining strategic communication goals and raising interest among the target group. Outside-in-content tends to be more reliable in attaining profile-raising and image goals. Outside-in-content encourages decoupling for three reasons: (1) like a lighthouse, it draws attention away from negative issues. (2) As neither-true-nor-false-content, it encourages noncommittal and arbitrary strategic communication. (3) If organizations no longer talk about themselves, or do so less frequently, talk and action can also no longer be examined using the standards of tight or loose coupling.

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Book part
Publication date: 26 November 2020

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Joy
Type: Book
ISBN: 978-1-80043-240-6

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Book part
Publication date: 26 August 2016

Abstract

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The Management Game of Communication
Type: Book
ISBN: 978-1-78635-716-8

Book part
Publication date: 1 February 2023

Ángeles Moreno

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(Re)discovering the Human Element in Public Relations and Communication Management in Unpredictable Times
Type: Book
ISBN: 978-1-80382-898-5

Book part
Publication date: 26 August 2016

Abstract

Details

The Management Game of Communication
Type: Book
ISBN: 978-1-78635-716-8

Book part
Publication date: 26 August 2016

Abstract

Details

The Management Game of Communication
Type: Book
ISBN: 978-1-78635-716-8

Content available
Book part
Publication date: 1 February 2023

Abstract

Details

(Re)discovering the Human Element in Public Relations and Communication Management in Unpredictable Times
Type: Book
ISBN: 978-1-80382-898-5

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Book part (9)
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