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Personal influence is one of the most powerful strategies to influence publics’ behaviours. Yet, there is scant attention on how personal influence is leveraged for different public relations purposes in different cultural contexts. This study empirically investigates the presence and use of personal influence among Italian public relations professionals.

A survey was conducted through a self-administrated, web-based questionnaire and was developed from earlier studies investigating personal influence in public relations literature. Survey participants included public relations professionals across public, non-profit and private sectors.

The findings empirically show the presence and regular use of personal influence by professionals from all sectors to cultivate interpersonal relationships. Personal influence is considered a personal resource and used to leverage own influencing power. The findings also document four major manifestations of personal influence, which were named: relational closeness strategy, engagement strategy, expertise strategy and added value strategy.

This study enhances our understanding of personal influence in a specific cultural context and offers strategic insights for international professionals seeking to leverage influence in the socio-political environment of Italy. It also offers elements to improve public relations education and training.

The study offers some preliminary understandings of how Italian professionals leverage their personal influence in their daily public relations activities contributing with empirical evidence to the body of knowledge in public relations.

The purpose of this study is to address a practical question and problem: what can explain the small number of underrepresented racial and ethnic practitioners in the public relations industry? By placing race at the center of this study via critical race theory, the authors sought to answer the previously mentioned practical question. The authors focused on the undergraduate environment as a pipeline to the profession. The goal was to determine whether issues of race in the undergraduate public relations environment played a role in students’ ability to succeed in their public relations coursework and in their ability to secure internships, network with professionals, etc.

The authors interviewed 22 practitioners with five or fewer years of industry experience. The authors used email interviews to gather data from young professionals. Although email interviews are impersonal in nature, because of a lack of the use of social cues and non-verbal communication (Hunt & McHale, 2007), email interviews are more cost-effective, expand the range of participants that one could interview, and this method allows participants to reflect longer on their answers, which could result in more detail – whereby participants might share information they would not normally share face-to-face.

The findings reveal that half of the Latina, African American and Asian American participants noted that being underrepresented was not necessarily a hindrance to their academic success; rather, being underrepresented was uncomfortable for them at times, as they believed they had to prove themselves more than whites. Additional findings reveal that in terms of developing social skills for the profession, participants did not experience negative or positive effects of race. Findings are used to gain insight into how to increase diversity in the profession and to gauge the extent to which racial identity plays a role in public relations students’ collegiate development.

This study asks racially and ethnically underrepresented applied communication students to reflect on their experiences as undergraduates as a means of refining the undergraduate educational experience to make that experience more attractive for and conducive to academic success for current and future underrepresented applied communication undergraduate students. It's a first of its kind in that regard.

This study is motivated to investigate the ethical challenges facing public relations professionals in today's digital communication environment. Specifically, the authors focused the research on the new ethical challenges in digital practice, the resources relied on when encountering ethical challenges and public relations professionals' efforts in seeking trainings on communication ethics.

An international online survey was designed and conducted in Canada and the USA. The final sample includes 1,046 respondents working full time in the profession of public relations and communication. In addition, the authors prespecified several demographic quotas in sampling design in order to recruit a more representative sample.

The research found nearly 60% of surveyed professionals reported that they faced ethical challenges in their day-to-day work, and there is a wide range of ethical challenges in digital practices. Results also revealed that professionals use various resources to deal with ethical issues. Those resources include ethical codes of practice of professional associations, ethical guidelines of their organizations and their personal values and beliefs. As common as experiencing ethical challenges, over 85% of surveyed professionals reported that they have participated in communication ethics training. However, only 30% of participants indicated that their ethics training took place in the past year.

The research provides solid evidence that the digital communication environment generates more ethical challenges, while it creates new ways of delivering content in corporate communications. Professional associations and organizations shall dedicate efforts in providing timely ethics training to PR professionals at all levels of leadership within and beyond corporate communications.

This paper discusses the importance and benefits for students of an outside the classroom learning experience, attending an event presentation and workshop organized as part of a class assignment with the Middle East Public Relations Association (MEPRA) and industry guest speakers. This study showcases MEPRA’s outreach attempts to students of public relations and communications, which turned into a learning process for the students where not only was the learning outcome of the course achieved, but also the engagement with the MEPRA empowered the students. Data was obtained from an exploratory questionnaire sent to all students who attended the event. The sample included 75 surveys, of which 57 were deemed usable. The results of the survey indicate that the greatest gain for the students was related to awareness and knowledge (information and cognition) about the subject matter gained from the presentation by industry guest speakers at the event. This paper provides insights into the importance of fostering collaborations between a professional association and students of a federal government university in Dubai (United Arab Emirates). The study suggests that future activities driven by students, the professional association and faculty can contribute to developing professionalism in a growing profession in the UAE, ultimately leading to an effective learning environment. This study also emphasizes the importance of experiential learning in an environment where students come from conservative, close-knit families.

This study seeks to provide further testing of access in the context of government – community relations within the political context of the Republic of North Macedonia. The study analyses relationship cultivation strategy of access and explains how it contributes to achieving trust and relationship satisfaction in government–community relations. This paper also provides insights into the importance of access to achieving positive government–community relations based on mutual trust and satisfaction.

For this research, a qualitative inquiry was conducted, and qualitative in-depth interviewing was used as the main research method. In total, 39 interviews were conducted: 12 interviews with Macedonian civil servants, eight interviews with Albanian civil servants and 19 interviews with Albanians.

The findings of this study showed citizens not to have enough access to government and its institutions. Besides, the results showed access to be crucial to building positive government–community relations based on mutual trust and satisfaction. In particular, discrimination and social distance were crucial in building trust between government and citizens.

The study provided evidence on the importance and contribution of the cultivation strategy of access to government-community relationships in general and to the relational outcomes of trust and satisfaction in particular. The findings supported the initial assumptions that access constitutes an important factor in predicting the government–community relationship quality.

Career burnout is prevalent in the PR industry, precisely when demand for professionals is increasing. While career burnout has been included in studies and theorising on professionalism and feminisation, issues with turnover and burnout remain.

Using a grounded theory approach, this qualitative study draws upon the lived experiences of 30 current and former female Australian PR professionals to gain an understanding of how they perceive signs of career burnout and the factors that contribute to it.

Career burnout is an occupational syndrome whereby someone gradually morphs from being highly motivated in their role to emotionally exhausted, cynical and/or experiencing feelings of failure. It is a protracted response to chronic workplace demands and stressors, and includes three dimensions: emotional exhaustion, depersonalisation and reduced personal accomplishment. It is specifically a workplace phenomenon, distinguished from anxiety and depression, which can emerge in any context.

A key contributor to career burnout were PR-specific workplace stressors that were perceived to stem from a lack of respect for, or understanding of, PR as a profession. The stressors included the need to‘prove the spend’of PR, unreasonable deadlines, clients disregarding advice or counsel, as well as broader societal perceptions of PR as ‘spin doctors’. This often led to the PR practitioner undertaking work that went against their own advice or resulted in unsuccessful organisational outcomes they felt could have been avoided had their advice been listened to and valued. The workplace factors contributing to burnout overlap in complex ways and the study supports the idea that burnout is a product of situational contexts, despite being acutely felt at the individual level.