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Fake news stories have become a central element of crises that corporate public relations practitioners have confronted. Whether such stories are rumors, outright lies or deliberate attempts to discredit corporations, they have the same impact and require specific strategies for public relations practitioners to effectively respond. The purpose of this study is to uncover strategies to manage crises that arise from fake news and if and how these strategies differ for other corporate crises.

In this multi-method study of 21 in-depth interviews and a 8-person focus group with senior-level corporate public relations practitioners, authors explored decision-making strategies for responding to fake news crises. Transcripts of interviews and the focus group were thematically analyzed.

Results reveal insights regarding how public relations practitioners determine if and when to respond to fake news crises in corporations; what response strategies public relations practitioners have the autonomy to employ for fake news crises in corporations, and how public relations practitioners control media narratives during fake news crises in corporations.

The findings guide public relations practitioners to craft an autonomous decision-making process and effective online listening strategies—establishing a watchful waiting approach—and determine if the fake news issue is a passing moment or movement swirling into a crisis.

Few studies have examined the perspectives of crisis communication experts about minimizing and managing fake news crises. The study identifies opportunities for future research focused on crises originating from fake news and disinformation.

This paper explores the nature of managerial work in the public relations context drawing comparisons with the way mainstream management research has defined the main elements and processes of management within organisations. The paper begins with a critical review of the public relations and management literatures relating to managerial work and behaviour, highlighting the distinctively different approaches taken by public relations and management scholars in defining the nature of managerial work and behaviour. The paper goes on to present the findings of a qualitative investigation into the role and work patterns of practitioners occupying senior positions in cross sections of both US and UK organisations. The study identifies a number of common elements in pattern of “managerial” work performed by both UK and US‐based practitioners. The study also reveals the extent to which senior practitioners participate as members of the dominant coalition within their organisations and contribute to strategic decision making. The paper concludes by reflecting on the adequacy of existing definitions and understanding of the managerial dimension of the role played by practitioners within organisations.

Market-oriented relations has been regarded as a kind of public relations practices widely performed by the practitioners of public relations and marketing. This study attempts to discuss market-oriented relations in the digital era in which public relations and marketing practitioners' involvement in managing market-oriented relations was simultaneously related to their perceptions of interactivity effects, value of public relations and benefits of digital media usage in public relations practices.

A self-administrated online survey targeting 241 practitioners engaged in coordinating public relations activities in Hong Kong was conducted in 2017.

Structural equation modeling (SEM) analysis showed that practitioners' involvement in market-oriented relations practices had significant positive effects on their perceptions of interactivity effects, value of public relations and benefits of digital media usage. Practitioners' perceptions of interactivity effects and benefits of digital media usage were positively affected by their perceptions of public relations value, particularly public relations effectiveness. Clients' profitability and business intelligence, as well as interactivity effects in terms of involvement and perceived customization were practitioners' key concerns in managing market-oriented relations.

This study explores how practitioners of public relations and marketing perceived and practiced public relations in the digital era. Specifically, the conception of market-oriented relations in regard to the use of digital media was discussed in the proposed structural model.

Using the contingency theory's classification of leaders, the purpose of this paper is to examine how the categories of public relations leaders incorporate relationship building tactics into their public relations programming and explore how this categorization of leaders corresponds with existing public relations role theory.

A survey (n=539) of public relations practitioners in the USA was carried out using established scales for the contingency theory of leadership and public relations role theory.

The contingency theory of leadership accurately describes the leadership styles enacted by the industry. An individual's use of stewardship strategies during public relations programming was successfully able to predict leadership orientation.

The results strengthen the argument posed the contingency theory of accommodation in public relations that environmental factors have strong implications on industry practices. One's leadership traits are not sufficient by themselves in determining who will succeed in managing and leading different professional scenarios.

This study sets out to understand the extent to which public relations practitioners use dissent tactics in the face of organizational unethical decisions, and to examine how organizational environment facilitates such dissent.

A web‐based survey was conducted with the assistance of the research team of the Public Relations Society of America (PRSA). A systematic random sample of 6,126 practitioners was drawn from the 2008 PRSA membership directory.

The results reaffirmed that “assertive confrontation” was the most frequently adopted tactic to resist an unethical organizational decision. Practitioners were more likely to confront management in an organization where top leaders do not support or exhibit ethical behavior. When an organization does not have an ethics code, practitioners were more likely to agitate others to oppose the unethical decision. Selective use of information and sabotage tactics were adopted when an organization does not value open communication.

The study was limited to practitioners in the USA, and the response rate was very low (4.02 percent).

As one of the grounding studies in public relations dissent, this research contributes to better understanding how public relations practitioners make an effort to promote organizational ethics by resisting unethical organizational decisions. The study also sheds light on the characteristics and nature of dissent in public relations, an important but little explored area in the field.

The purpose of this paper is to describe media perceptions of public relations in New Zealand and to explore the reasons behind these perceptions with a view to identifying what public relations practitioners and Public Relations Institute of New Zealand (PRINZ) can do to improve the perceptions and build a better working relationship given the key nature of the public relations‐media relationship.

A total of 30 editors, news managers, business editors and senior news reporters from a full range of New Zealand's radio, television, print and online media were interviewed in late 2007. Maori and Pacific Island media were also included in order to gather perspectives from the non‐mainstream.

Media perceptions of public relations in New Zealand are largely (but not exclusively) negative. The relationship has four faces – sworn enemies; traditional rivals; close collaboration; and being in a different place (not connecting). Antagonism from media practitioners is largely based on experiences with public relations practitioners but also on self created identities. Variations are due to power differentials such as self and other definition, realities in the media landscape, and perceived misalignment of interests.

This study only looks at the relationship from a media persective. A similar study of public relations practitioner perspectives would be the sensible next step. Further investigation of ethnic models of media and public relations are needed because they have not been done before and they may produce fresh ways of understanding and framing public relations.

This study argues that outright media hostility is hypocritical and unhelpful but that professional rivalry is healthy. Public relations practitioners in New Zealand need to improve their treatment of the media at a relational level and learn how to relate to other cultures more effectively. This is crucial because the strongest influence on media perceptions of public relations is the behaviour of public relations practitioners.

This study focuses on the perceptions of senior media in New Zealand. It demonstrates the array of perceptions and reveals that ethnic media feels disconnected from mainstream public relations. This study explains why this is and suggests some practical steps to take to remedy this rift. It also identifies more general measures public relations practitioners need to take to improve the crucial public relations‐media relationship.

To examine how public relations practitioners define influence and where they find influence.

Depth interviews with 162 public relations practitioners.

Public relations professionals defined influence in terms of shaping decisions, having access, and being heard. They said they were most influential in crisis situations and when preparing communication messages or plans. They are least influential in strategic decision making, when they are perceived as technicians, and in interactions with senior executives. The most common influence tactic used by these professionals was rational influence.

The authors suggest eight tenets regarding influence for public relations practitioners.

Practitioners have long noted the need for increased influence across the organization. But, there is little scholarship that examines just how public relations pracitioners should increase their influence and ascent to organizational decision making circles.

Little is known about the effects of education on the practice of PR. This chapter aims at demonstrating the differences between economics-educated practitioners and communication-educated practitioners. Based on a quantitative survey among 790 practitioners working in non-profits in Austria, the research presented here sheds light on the influences of education on thinking and acting by practitioners in communication practice. Although public relations are not a protected profession, education has become an on-going topic in public relations literature and practice. Furthermore, education for public relations increasingly takes place in various environments. Courses available range from one-day seminars at community colleges to PR-specific studies. Furthermore, public relations are not only a topic in communications-related studies, but also in economics and humanities. The results highlight the differences in practice in relation to the education.

Public relations practitioners and journalists in South Korea (n=300) were surveyed regarding their perceptions of the influence of 11 types of informal relations (ranging from press tours to perks and bribes) on the news. Using coorientational analysis, the perceptions of each group regarding the ethics of informal relations were also investigated. The two groups reported significantly different perceptions of the influence of informal relations on the news, as well as the ethics of informal relations. Practitioners perceive greater influence of informal relations on news coverage as well as on news content, and perceive informal relations as more ethical or acceptable in practice than do journalists. Regarding informal relations, journalists’ perceived gap between their own ethical values and their predictions of practitioners’ ethical values is bigger than the converse. Finally, practitioners’ misunderstanding of journalists’ ethical values is greater than journalists’ misunderstanding of practitioners’ ethical values. This study indicates that even in a culture where press clubs and interpersonal media relations are the norm and could be expected to breed familiarity, attitudinal differences between practitioners and journalists are striking.

The purpose of this paper is to explore how practitioner culture is maintained despite legal, technical, and educational issues resulting from the deluge of social media. The authors examined the nexus of practitioner culture, social media usage, and regulatory forces like policies, authority figures, and social norms.

To explore practitioner culture, a cultural studies approach was used. Specifically, the circuit of culture model framed data analysis. The authors conducted qualitative interviews with 20 US public relations practitioners.

Social media emerged as integral for cultural maintenance at every point in the circuit of culture. Practitioners expressed shared meanings about the regulations of social media as the reinvention of communication amidst growing pains; blurred public-private boundaries; nuanced rules of netiquette; and new systems of measurement and education.

The authors propose a regulation-formality hypothesis and regulation-identification articulations that should be considered in public relations practice, research, and education.

Findings suggest best practices to help practitioners negotiate their personal identities and the identities of their organizations because of the unregulated nature of social media.

This study fills the need for more qualitative, in-depth research that describes the cultural implications of social media in public relations to better address misunderstandings or gaps between its perceived effectiveness and actual use.