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Exposing the hidden lives of female public relations (PR) practitioners requires deep connection with those lives. Stories need to be uncovered, interrogated, and ultimately told, to shine a light on the lived experiences of those working in PR. The methods used to collect these stories require deep immersion in the field and the ethnographic method is ideal for this. Ethnographic research methods have long been utilised to gain insights into the lived experiences of individuals and communities. This chapter provides an understanding of the strengths and limitations of ethnographic research methods in capturing the nuances of women's experiences of working in PR.

Organisational ethnography is an established field in business studies and has been used to investigate disciplines cognate to PR, including advertising and media, but, to date, has failed to be fully explored in PR research. This chapter examines the potential for ethnography to open new areas of PR theory and considers its potential as a means of bridging the gap between PR theory and practice.

Ethnography is not without its limitations; key concerns surround objectivity, the role of the researcher, and that of the participant, and ethics. Nonetheless, this method would appear to offer huge potential for the study of PR practices; the diverse nature of the sector makes it a rich area to study.

This chapter explores the potential of this method to offer an opportunity to investigate areas such as working practices, ethics in practice, power, gender, diversity, and culture.

In an age of growing skepticism about the development industry and about the appropriateness of the predominant paradigms of modernisation and immutable technology transfer, many scholars and practitioners are now attempting to re‐define approaches to development (e.g. Taylor, 1979; Galtung et al., 1980; Chambers, 1986; World Commission on Environment and Development, 1987). Out of this general effort to re‐consider the ways in which social and economic development should be conducted has emerged the notion of participation. In conceptual terms it is now widely agreed that development plans and policies must not only account for the perceptions and opinions of local populations, but that community groups should participate in the underlying processes of consultation and decision‐making. What is much less understood, however, are the mechanisms by which participation is operationalised and institutionalised, and the stresses as well as the advantages which accrue from participatory practices. This is particularly the case in the realm of scientific inquiry where participatory research (PR),(1) has emerged as part of the search to render science more germane to the needs and opinions of local people.

The purpose of this paper is to explore the pressures to publish facing European public relations (PR) and communication management scholars across career stages.

The Delphi method was used with PR and communication management scholars at associate professor level or higher across Europe. An online survey was then shared with the wider academic community to gather insights from scholars at different career stages.

The suitability and status of the journal and the language of the outputs are considered. Academics are caught between the rock of publishing inside the field to support its development and the hard place of being required to publish in high-ranking journals for funding and promotion. Scholars are evaluated regularly, with journal articles being the main unit of assessment. Academics, regardless of career stage, feel under pressure to publish.

The wider survey enabled publishing insights to be gathered from academics across the career spectrum, but it was completed by a small sample. Nevertheless, similar concerns emerged from both methods of data gathering, suggesting a clear agenda for discussion and further research.

PR and communications management is an academic discipline without an accepted list of high-impact journals. This study provides an annotated journal list to aid institutional evaluations, aid scholarly journal publishing decisions and support early career researchers navigating the publishing process.

This adds to the somewhat limited discussion regarding how academics in PR and communication management decide where to publish and provides a resource that can be used by scholars, institutions and funders.

Personnel Review (PR) is a leading human resource management journal. The article endeavors to provide a retrospective of the journal to commemorate the journal's 50th anniversary.

The article employs a variety of bibliometric analysis techniques such as performance analysis, co-authorship analysis, bibliographic coupling, and negative binomial regression to provide a retrospective of PR.

The performance analysis suggests that PR has grown steadily in PR's publications and citations. Though most of PR's contributions originate from Europe, a geographical shift toward global contributions has been witnessed in recent years. Besides that, a culture of collaboration among PR authors has manifested and proliferated over time. Though a third of European studies are qualitative and more than 90% of Asian studies are quantitative, PR studies, as a whole, are moving away from conceptual and qualitative to empirical and quantitative research. Next, the bibliographic coupling of the PR corpus indicates five major themes—namely, human resource management policies and practices; personnel competency, experience, and well-being; career management and employee engagement; strategic human resource management; and organizational culture and workplace environment. Finally, the negative binomial regression reveals that article age, abstract and article length and number of keywords and references significantly drive PR citations.

The article represents the inaugural retrospective of PR.

This paper identifies key forces influencing the degree of managerial public relations (MPR), i.e. the practice of public relations (PR) as a strategic tool.

Using survey data of nearly 300 PR consultants from English firms, the authors propose a conceptual framework of MPR and test it through structural equation modeling (SEM).

Findings reveal that research expenditure and importance given to qualifications are key antecedents of MPR. Surprisingly, while the direct effect of the perceived quality of PR graduates on the practice of MPR is non‐significant, the indirect effect through research expenditure is highly significant and negative.

Future research is encouraged to identify key drivers of MPR by investigating clients' perceptions on this topic. Such an approach would bring interesting guidelines for improving the agency‐client relationship as well as consultancies' performance. Research is also encouraged to investigate not only MPR antecedents, but also MPR outcomes.

From a practitioner perspective, a better comprehension of MPR might promote the understanding of PR as a strategic tool, the understanding of the client's problem from a strategic standpoint, the inclusion of research and evaluation in the PR process, and incursion in long‐term policies.

Following the principle of strategy‐environment co‐alignment, this paper shows that the practice of PR is a result of a strategic response by consultants to the interplay of internal and external forces over their consultancy firm.

The 15‐year study of excellence in public relations and communication management in the USA, the UK and Canada produced an explanation of the value of PR to an organisation and a set of theoretical principles describing how the communication function should be organised, structured and practised in an organisation. These principles provide a theoretical benchmark for auditing the quality of a PR unit. This paper identifies the implications of these principles for PR education at the undergraduate, postgraduate and continuing education levels and for management education in MBA programmes. The excellence study suggests, first, that all PR education must instil in students the view that PR is a strategic managerial function rather than a technical support function for other managerial functions. Undergraduate programmes should continue to develop superior communication skills in their students, but they must frame these technical skills in principles of strategic management, research and ethics and social responsibility. Postgraduate and continuing education programmes should focus on strategic management and research skills and educate future managers to be ethics officers in the organisation. MBA programmes should include a unit on PR in a subject area such as strategic management, public affairs or corporate social responsibility to prepare them to work with PR professionals when they become senior executives. PR education at all of these levels and in both communication and MBA programmes should educate students to practise PR globally.

Public relations (PR) research has given little space to the opinions, innovations and experiences of those working in marginalised or ‘dirty’ roles or occupations. To ensure that the worlds of these ‘others’ are represented this chapter explores the lives and work of women working in PR and communication roles in the ‘adult’ industry (worth an estimated $15 billion worldwide). Tibbals notes that ‘the voices and experiences of women working in the adult film industry are often overlooked’ (2013, p. 21) and dismissing a highly profitable but ‘dirty’ sector is to overlook and denigrate the people who work in it and the experiences and knowledge created therein. To explore my research questions I gathered informal interview data from women working in PR and combined this with published literature which recorded the lives of women who carried out PR and communications roles in the adult industry. My research demonstrates that high quality PR work is carried out within the adult industry and that the industry attracts women from diverse backgrounds, many of whom progress quickly within a meritorious environment. Nonetheless, these women often feel difficulty in explaining or justifying their work to family and friends and have strategies to avoid discussing their work to those outside the industry. They also have to work within a media environment where adult industry issues are not well or correctly reported.

Public relations research into career advancement has been frequently criticised for its focus on gender discrimination and the prevailing dominance of American academics, while widely ignoring the perception of “industry insiders”. This paper aims to provide new insight into PR career progression.

The paper considers alternative aspects to PR career progression, as emphasised by general management and continuous professional development literature, with a close examination of the UK's public relations industry and its practitioners' perceptions of career advancement impacting factors.

The results gained were used to develop a Five‐step PR Career Progression Model, which may act as a useful starting point for further research into career advancement factors and the move towards a widely accepted set of career progression benchmarks for the UK's public relations industry.

Overall, this paper encourages both PR academics and practitioners to work closely together on future research projects into career advancement in order to maximise the potential of the industry as a whole and improve career chances for individual practitioners.

Noting findings by Michaelson and Stacks in the USA and Zerfass and colleagues in Europe that research-based measurement and evaluation (M & E) of public relations and corporate communication are still not widely applied despite more than a century of discussion and intense focus since the 1970s, the purpose of this paper is to explore the causes of this deadlock and presents an alternative approach and model to overcome identified obstacles and provide new insights to advance this important area of theory and practice.

This paper is informed by critical analysis of the large body of literature on M & E, analysis of M & E reports, and ethnographic research among senior management.

This analysis reveals that, along with long-cited barriers such as lack of budget, lack of knowledge and lack of standards, three other obstacles prevent demonstration of the value of PR and corporate communication. Based on critical analysis of literature and M & E reports and ethnography, this paper presents a new approach and model for M & E to help practitioners overcome these obstacles.

This analysis and the approach and model presented address an area of concern identified in research globally, such as a 2008 Delphi study by Watson and the European Communication Monitor in 2011 and 2012. The findings provide theoretical and practical contributions to address the deadlock between normative theories of M & E and practical implementation.

The approach and M & E model presented make a significant original contribution to theory and practice.

Wicked problems require holistic and systemic thinking that accommodates interdisciplinary solutions and cross-sectoral collaborations between private and public sectors. This paper explores how public relations (PR) – as a boundary-spanning function at the nexus of corporate and political discourse – can support societies to tackle wicked problems.

This conceptual paper synthesizes literature on PR with a service ecosystem perspective. The authors use the service ecosystem design framework to structure the PR literature and develop a model of service ecosystem shaping for social change, which highlights the important role that PR can play in shaping processes.

The authors explicate how PR can (1) facilitate value cocreation processes between broad sets of stakeholders that drive positive social change, (2) shape institutional arrangements in general and public discourse in particular, (3) provide a platform for recursive feedback loops of reflexivity and (re)formation that enables discourse to ripple through nested service ecosystems and (4) guide collective shaping efforts by bringing stakeholder concerns and beliefs into the open, which provides a foundation for collective sense-making of wicked problems and their solutions.

This paper explains the complexity of shaping service ecosystems for positive social change. Specifically, it highlights how solving wicked problems and driving social change requires reconfiguration of the institutional arrangements that guide various nested service ecosystems. The authors discuss in detail how PR can contribute to the shaping of service ecosystems for social change and present a future research agenda for both service and PR scholars to consider.