Public Relations and Sustainability Proceedings of the 30th International Public Relations Research Symposium BledCom EDITORS: Dejan Verčič, Ana Tkalac Verčič and Krishnamurthy Sriramesh BledCom 2023 30th International Public Relations Research Symposium June 30 - July 1, 2023 Organized by: University of Ljubljana Faculty of Social Sciences Public Relations and Sustainability Proceedings of the 30th International Public Relations Research Symposium BledCom June 30 - July 1, 2023 EDITORS: Dejan Verčič Ana Tkalac Verčič Krishnamurthy Sriramesh PUBLISHED BY: University of Ljubljana Faculty of Social Sciences Kardeljeva ploščad 5 1000 Ljubljana Slovenia COPYRIGHT: University of Ljubljana, Faculty of Social Sciences AVAILABLE AT: https://www.bledcom.com/ Ljubljana, 2023 Kataložni zapis o publikaciji (CIP) pripravili v Narodni in univerzitetni knjižnici v Ljubljani COBISS.SI-ID 178656259 ISBN 978-961-295-065-1 (PDF) Contents 3 1. Editors 16 2. Authors 17 3. Paper Abstracts 48 4. Papers 193 5. Extended Abstracts 256 PaPer abstracts 48 Quo Vadis Communication? Results of a Survey Among Young German PR/ Communications Practitioners Adi, Ana, Quadriga University of Applied Sciences (Germany) Fechner, Ronny, Quadriga University of Applied Sciences (Germany) Seidenglanz, Rene, Quadriga University of Applied Sciences (Germany) 50 Can PR solve wicked problems? Adi, Ana, Quadriga University of Applied Sciences (Germany) Stoeckle, Thomas, Bournemouth University (UK) 52 Corporations in Borsa Istanbul-Bist sustainability index on the way to the strategic sustainable goals from tactical applications Aksoy, Zeynep, Izmir University of Economics (Turkey) Misci Kip, Sema, Izmir University of Economics (Turkey) 54 Caring or selling? Communicating values or promoting products in PR education Barlik, Jacek, University of Warsaw (Poland) Contents 4 56 Connecting the networking nodes for sustainable student wellness: The case of UJ’s student wellness programme and role of a PR educator Benecke, Dalien Rene, University of Johannesburg (South Africa) 58 Porn, Positioning and Power: Understanding the exclusion of Porn Pedallers from British Cycling Bowman, Sarah, Northumbria University (UK) Bridgen, Elizabeth, Sheffield Hal am University (UK) 60 “Unfaking” Climate Change. The Impact of Negatively Framed Content on CSR Communication, Company Evaluation and Purchase Intentions Chmiel, Michal, Royal Hol oway, University of London (UK) Fatima, Sania, Royal Hol oway, University of London (UK) Ingold, Ciara, Royal Hol oway, University of London (UK) Mager, Leandra, Royal Hol oway, University of London (UK) Reisten, Jana, Royal Hol oway, University of London (UK) Tejada, Catalina, Royal Hol oway, University of London (UK) 63 Towards a better future: An assessment of sustainability practices in the aviation sector from the perspective of public relations Çiçek, Meltem, Istanbul Maltepe University Vocational School (Turkey) 65 Fruitful futures, well-founded fears, fallacious fantasies: how language professionals view the sustainability of their profession Doswel , Steve, Chartered Institute of Linguists (UK) Cinca, Lavinia, National School of Political and Administrative Studies (Romania) 67 A Quarter Century Unravelling Capitol Hill’s Communication Managers Summaries and Updates on the Lives of Congressional Press Secretaries Downes, Edward J., Boston University (USA) 69 Sustainability and conservatism Drapal, Andrej, andrejdrapal.com (Slovenia) Contents 5 71 Criticism on DEI-related corporate social media postings and how companies handle it Einwiller, Sabine, University of Vienna (Austria) Wolfgruber, Daniel, University of Vienna (Austria) 73 Environmental Sustainability: The role of communication in organizational responsibility Eiró-Gomes, Mafalda, Escola Superior de Comunicação Social - Instituto Politécnico de Lisboa (Portugal) Raposo, Ana, Escola Superior de Comunicação Social - Instituto Politécnico de Lisboa (Portugal) Nunes, Tatiana, Escola Superior de Comunicação Social - Instituto Politécnico de Lisboa (Portugal) 75 The relationship between CSR and sustainability: the Olivetti case and how public relations can contribute to a company’s sustainability Fabbri, Valerio, FabbriKo (Slovenia) 77 Are Italian companies ready to communicate sustainability? An empirical analysis Fabbri, Valerio, FabbriKo (Slovenia) Capurso, Viviana, Udine University (Italy) Brusati, Luca, Udine University (Italy) 79 What is the relationship between sustainability and CSR? Forthmann, Jörg, IMWF Institute for Management and Economic Research GmbH (Germany) Westermann, Arne, ISM International School of Management (Germany) Esser, Luisa Madeleine, IMWF Institute for Management and Economic Research GmbH (Germany) Homann, Reimund, Service Value GmbH (Germany) 81 Reconsidering the Trade Association as a driver and promoter of sustainability; observations from the travel, tourism and hospitality sector Francis, Thyme, Ada and Alan (UK) Read, Kevin, University of Greenwich (UK) Clarke, Faye, Ada and Alan (UK) Contents 6 83 Will AI be the end of PR as we know it? A vision for professional sustainability Galloway, Chris, Massey University (New Zealand) Vujnovic, Marina, Monmouth University (USA) Swiatek, Lukasz, University of New South Wales (Australia) Kruckeberg, Dean, UNC Charlotte (USA) 85 Corporate Social Responsibility, Regional Culture, and Sustainability: Case of NEPG Low-priced Medicine Gao, Hao, Nanjing Normal University (China) Wu, Jing, University of Ljubljana (Slovenia) Li, Yubin, Nanjing Normal University (China) Wang, Qinghua, Cable and Network Co. Ltd. (China) 87 Does sustainable development need more conscious PR practitioners? A comparative analysis of the perspectives of PR professionals and scholars on sustainability Geysi, Nilüfer, Bahçeşehir University (Turkey) 89 Internal Social Media Use for an Attractive Internal Employer Brand Hein, Antonia, Hanze University of Applied Sciences (The Netherlands) Elving, Wim J.L., Hanze University of Applied Sciences (The Netherlands) Koster, Sierdjan, Hanze University of Applied Sciences (The Netherlands) Edzes, Arjen, Hanze University of Applied Sciences (The Netherlands) 91 Talking about Sustainability in the Fashion Industry: Just a Feel-Good Factor? Hejlová, Denisa, Charles University (Czech Republic) Koudelková, Petra, Charles University (Czech Republic) Schneiderová, Soňa, Charles University (Czech Republic) 94 The Role of Communication in Establishing a Shared-Purpose Driven Organisation Hung-Baesecke, Chun-Ju Flora, University of Technology Sydney (Australia) Taylor, Maureen, University of Technology Sydney (Australia) Chen, Yi-Ru Regina, Hong Kong Baptist University (Hong Kong, S.A.R. China) Contents 7 96 A Lens to Examine Communication Through Business Continuity Management Hytönen, Eveliina, Laurea University of Applied Sciences (Finland) Ruoslahti, Harri, Laurea University of Applied Sciences (Finland) 98 Re-public relations: An issue-centered approach to organizations and publics Jonkman, J.G.F., University of Amsterdam (The Netherlands) 100 Organizational Learning for Sustainable Employee Engagement: Redefining Employee Engagement for Shifting U.S. Workforce Expectations Kang, Minjeong, Indiana University (USA) 102 An Examination of Inoculating Strategies for Effective Communication with Active Publics Kim, Jarim, Yonsei University (Republic of Korea) Ju, Jiyeon, Yonsei University (Republic of Korea) Baek, Jinha, Yonsei University (Republic of Korea) 104 Australian Publics’ (dis)engagement with sustainability issues Kim, Soojin, University of Technology Sydney (Australia) Tam, Lisa, Queensland University of Technology (Australia) 108 “Why do I feel so alone?” Leadership of ‘in’ and ‘out’ groups in remote Public Relations and Communications teams Kinnear, Susan, University of Dundee (UK) 111 What makes citizens resilient or vulnerable to disinformation? Identifying connected factors and introducing a new conceptual framework Kont, Jülide, Hanze University of Applied Sciences (The Netherlands) Elving, W.J.L., Hanze University of Applied Sciences (The Netherlands) Broersma, M.J., University of Groningen (The Netherlands) Bozdag Bucak, Çigdem, University of Groningen (The Netherlands) Contents 8 113 Understanding Predictors of Employees’ Turnover Intentions in times of CEO-Initiated Crises Krishna, Arunima, Boston University Col ege of Communication (USA) 116 Segmentation of public in children vaccination communication in Slovenia, implementing STOPS/CAPS and pragmatic multimethod approach Kropivnik, Samo, University of Ljubljana (Slovenia) Vrdelja, Mitja, NIJZ (Slovenia) 118 Media image on social (ir)responsibility of Croatian banks Lacković, Stjepan, Polytechnic of Baltazar Zaprešić (Croatia) Šporčić, Mateja, Polytechnic of Baltazar Zaprešić (Croatia) 120 Sustainable Early Warning Systems (EWS) in Disaster Management: Can communication practitioners provide the answer? Le Roux, Tanya, Bournemouth University (UK) 122 Remarks on communication and sustainability: in search of the best practices Loureiro, Mónica, BNP Paribas (Portugal) 124 On Sustainability Publics: Theories of Segmentation and Incentivization for Effective Strategic Environmental Communication Lovari, Alessandro, University of Cagliari (Italy) Vaz de Almeida, Cristina, CAPP – ISCSP (Portugal) Lee, Hyelim, University of Oklahoma & Debiasing and Lay Informatics (DaLI) Lab (USA) Hollenczer, Jimmy, University of Oklahoma & Debiasing and Lay Informatics (DaLI) Lab (USA) Kim, Jeong-Nam, University of Oklahoma & Debiasing and Lay Informatics (DaLI) Lab (USA) 126 How can anti-consumption be effectively communicated? Lučić, Andrea, University of Zagreb (Croatia) Uzelac, Marija, University of Zagreb (Croatia) Contents 9 128 Communication and Sustainability in Public Health: Bibliometric Analysis Marques, Isabel, ISCSP ULisboa (Portugal) Duarte Nogueira, Fernanda Maria, ISCSP ULisboa (Portugal) Marques de Carvalho, Alba Caterine, ISCSP ULisboa (Portugal) 131 Examining the Impact of Leaders’ Use of Motivating Language on Employees’ Psychological Well-being during the COVID-19 Pandemic Men, Linjuan Rita, University of Florida (USA) Qin, Yufan Sunny, James Madison University (USA) Hong, Cheng, California State University (USA) 134 Does 360º communication promote more sustainable behavior in organizations? Monteiro Mourão, Rita, Universidade Europea, IADE (Portugal) 136 Perceptions about corporate positioning on controversial sociopolitical issues: Examining big pharma engagement with patient advocacy Müller, Naíde, Catholic University of Portugal (Portugal) 138 The Sustainability Communication in Turkish Higher Educational Institutions: Going Sustainable on Mission and Vision Statements? Öksüz, Burcu, Izmir Kâtip Çelebi University (Turkey) Görpe, T. Serra, University of Sharjah (U.A.E.) 140 Sustainable body image: fitspiration, overweight, and body positivity Ortová, Nina, Charles University (Czech Republic) 142 Corporate Social Innovation & Strategic Communication: Cross-fertilized Model Proposal Pedro Sebastião, Sónia, Universidade de Lisboa, ISCSP, CAPP/FCT (Portugal) Melchiades Soares, Andreia, Universidade de Lisboa, ISCSP, CAPP/FCT (Portugal) Contents 10 144 Strategic communication as a transformative approach in the context of sustainable development Pleil, Thomas, Hochschule Darmstadt – University of Applied Sciences (Germany) Otsa, Teresa, Hochschule Darmstadt – University of Applied Sciences (Germany) Helferich, Pia Sue, Hochschule Darmstadt – University of Applied Sciences (Germany) 146 Understanding and Navigating the Shift Toward a Purpose-Driven Sustainable Marketing Strategy: The Implications for Communications with Internal and External Stakeholders Prabhu, Jaideep, University of Cambridge (UK) 149 Diversity, equity and inclusion: A study on communication practices for a more sustainable workplace Ravazzani, Silvia, Università IULM (Italy) Fisichel a, Chiara, Università IULM (Italy) Butera, Alfonsa, Università IULM (Italy) Mazzei, Alessandra, Università IULM (Italy) 151 The Place of Sustainability in Public Relations Education in Spain, Turkey and the United Arab Emirates: A Preliminary Study Ruiz-Mora, Isabel, University of Malaga (Spain) Öksüz, Burcu, University of Sharjah (U.A.E.) Görpe, T. Serra, University of Sharjah, Izmir Kâtip Çelebi University (Turkey) 153 Academic publications create sustainable knowledge in funded projects Ruoslahti, Harri, Laurea University of Applied Sciences (Finland) Hytönen, Eveliina, Laurea University of Applied Sciences (Finland) 155 Green communication and moral outrages in the context of revisited Situational Crisis Communication Theory Selakovic, Marko, S P Jain School of Global Management (U.A.E.) Ljepava, Nikolina, American University in the Emirates (U.A.E.) Ljepava, Angela, University of Waterloo (Canada) Contents 11 158 Ways to Foster Internal Communities: Harnessing the Power of Effective CSR Communication Shen, Hongmei, San Diego State University (USA) Jiang, Hua, Syracuse University (USA) 160 Toward Sustaining an Alumni Community: The Role of Identity and Agency on Alumni Engagement Shen, Hongmei, San Diego State University (USA) Northup, Temple, San Diego State University (USA) 162 Internal and External Aspects of Sustainability Communication. An investigation of CSR reporting and media coverage in different industries 2020-21 Sievert, Holger, Macromedia University of Applied Sciences Cologne (Germany) Hetzel, Esther, Macromedia University of Applied Sciences Cologne (Germany) Meißner, Florian, Macromedia University of Applied Sciences Cologne (Germany) 164 “Personal” Influence in “Public” Relations Practices: Evidence from Italy Sriramesh, Krishnamurthy, University of Colorado (USA) Valentini, Chiara, University of Jyvaskyla (Finland) 166 Internal communication channel trends, the energy crisis and sustainability: Can a middle ground be found in South Africa? Sutton, Lucinda B, North-West University (South Africa) Le Roux, Tanya, Bournemouth University (UK) 169 The impact of corporate social responsibility on brand loyalty and employer brand reception: The mediating role of brand authenticity Špoljarić, Anja, University of Zagreb (Croatia) Dropulić, Branka, University of Zagreb (Croatia) Tkalac Verčič, Ana, University of Zagreb (Croatia) 171 Environmental, Social and Governance (ESG). Just a “public relations exercise”? Thompson, Gareth, University of the Arts London (UK) Contents 12 173 Attitudes towards sustainable development and employer brands: Comparing generations X, Y and Z, in two countries Tkalac Verčič, Ana, University of Zagreb (Croatia) Verčič, Dejan, University of Ljubljana and Herman & partnerji (Slovenia) 175 The impacts of communication in sustainability in Italy Vazzoler, Sergio, Amapola (Italy) Armuzzi, Giulia, Gruppo Maggioli (Italy) Bosello, Federica, Autorità di Sistema Portuale del Mare Adriatico Settentrionale (Italy) Burighel, Micol, Amapola (Italy) Colle, Matteo, Gruppo CAP (Italy) Conti, Emilio, Amapola (Italy) Martello, Stefano, Comm to Action (Italy) Marzetta, Alberto, Amapola (Italy) Milan, Gloria, ICDLAB Sostenibilità e Comunicazione (Italy) Parigi, Riccardo, MUST S.r.l. (Italy) Persico, Maria Grazia, MGP&Partners and NSA S.r.l. (Italy) Tal uri, Marco, Ambientenonsolo (Italy) 177 Legitimatization of gas in the hydrogen discourse in Australia Weder, Franzisca, The University of Queensland (Australia) Watt, Ned, The University of Queensland (Australia) Burdon, Jasmine, The University of Queensland (Australia) Singh, Shreya, The University of Queensland (Australia) Lee, Kumchong, The University of Queensland (Australia) Courtois, Cedric, The University of Queensland (Australia) Ashworth, Peta, The University of Queensland (Australia) 180 Redesigning public relations beyond sustainability: Discursive entrepreneurs, deep adaptation, and hyper-reflexivity Willis, Paul, University of Huddersfield and Leeds Beckett University (UK) McKie, David, University of Waikato (New Zealand) Contents 13 182 Exploring the Public Engagement in Missing People on Social Media Platform - Douyin Xunren as An Example Wu, Shih Chia, The Chinese University of Hong Kong (Hong Kong, S.A.R. China) Liu, Xueyi, The Chinese University of Hong Kong (Hong Kong, S.A.R. China) Kuo, Man Ying, The Chinese University of Hong Kong (Hong Kong, S.A.R. China) Chan, Ziang, The Chinese University of Hong Kong (Hong Kong, S.A.R. China) 185 Consequences of Unfulfilled International Commitments to Sustainability Yeo, SunHa, University of Oklahoma (USA) Lee, Hyelim, University of Oklahoma (USA) Hollenczer, James, University of Oklahoma (USA) Kim, Soo Yun, University of Texas – Rio Grande Val ey (USA) Ko, Sungan, Ulsan National Institute of Science and Technology (Republic of Korea) 188 Words Matter: The Consequences of Supervisor Verbal Aggressiveness on Workplace Culture, Employee-Organization Relationships, and Employee Behavior Yue, Cen April, University of Connecticut (USA) Qin, Yufan Sunny, James Madison University (USA) Men, Linjuan Rita, University of Florida (USA) 190 Constructing what is the right thing to do: Framing the political responsibility of Fifa sponsors in Qatar World Cup 2022 Zhao, Hui, Lund University (Sweden) Wang, Yijing, Erasmus University Rotterdam (The Netherlands) 191 How are corporate sustainability activities reflected in the evaluation of companies’ media appearance? Milić, Patricia, University of Ljubljana (Slovenia) Žabkar, Vesna, University of Ljubljana (Slovenia) Čater Barbara, University of Ljubljana (Slovenia) Čater, Tomaž, University of Ljubljana (Slovenia) Contents 14 PaPers 193 Towards a better future: An assessment of sustainability practices in the aviation sector from the perspective of public relations Çiçek, Meltem, Istanbul Maltepe University Vocational School (Turkey) 205 A Lens to Examine Communication Through Business Continuity Management Hytönen, Eveliina, Laurea University of Applied Sciences (Finland) Ruoslahti, Harri, Laurea University of Applied Sciences (Finland) 217 The impacts of communication in sustainability in Italy Milan, Gloria, ICDLAB Sostenibilità e Comunicazione (Italy) Armuzzi, Giulia, Gruppo Maggioli (Italy) Bonometto, Caterina, ICDLAB Sostenibilità e Comunicazione (Italy) Bosello, Federica, Autorità di Sistema Portuale del Mare Adriatico Settentrionale (Italy) Burighel, Micol, Amapola (Italy) Colle, Matteo, Gruppo CAP (Italy) Parigi, Riccardo, MUST S.r.l. (Italy) Tal uri, Marco, Ambientenonsolo (Italy) Vazzoler, Sergio, Amapola (Italy) Martello, Stefano, Comm to Action (Italy) 223 Academic publications create sustainable knowledge in funded projects Ruoslahti, Harri, Laurea University of Applied Sciences (Finland) Hytönen, Eveliina, Laurea University of Applied Sciences (Finland) 233 Internal and External Aspects of Sustainability Communication. An investigation of CSR reporting and media coverage in different industries 2020-21 Sievert, Holger, Macromedia University of Applied Sciences Cologne (Germany) Meißner, Florian, Macromedia University of Applied Sciences Cologne (Germany) Hetzel, Esther, Macromedia University of Applied Sciences Cologne (Germany) Contents 15 249 Professional Sustainability in a Time of AI-Generated Disinformation: A Challenge for Public Relations and Communication Management Practitioners Swiatek, Lukasz, University of New South Wales (Australia) Vujnovic, Marina, Monmouth University (USA) Kruckeberg, Dean, UNC Charlotte (USA) Galloway, Chris, Massey University (New Zealand) extended abstracts 256 Segmentation of public in children vaccination communication in Slovenia, implementing STOPS/CAPS and pragmatic multimethod approach Kropivnik, Samo, University of Ljubljana (Slovenia) Vrdelja, Mitja, NIJZ (Slovenia) 1 Editors 16 Dejan Verčič University of Ljubljana and Herman & partnerji (Slovenia) • Dejan Verčič is Professor, Head of Centre for Marketing and Public Relations at the University of Ljubljana, and Partner in strategic consulting and communication company Herman & partners Ltd. Slovenia. He received his PhD from the London School of Economics and Political Science, UK. A Fulbright scholar, recipient of the Pathfinder Award, the highest academic honour bestowed by the Institute for Public Relations (IPR) in New York, and named a Distinguished Public Relations Scholar by the European Public Relations Education and Research Association (EUPRERA). In 1991 he was the founding director of Slovenian national news agency (STA). Organizing the annual International Public Relations Research Symposium – BledCom since 1994. Ana Tkalac Verčič University of Zagreb (Croatia) • Ana Tkalac Verčič, Ph.D., is a Full Professor of Marketing communications and Public Relations at the Faculty of Economics and Business, University of Zagreb, Croatia. She is a former Fulbright scholar and a recipient of the Chartered Institute of Public Relations diploma. Ana Tkalac Verčič has authored, co-authored and edited numerous books including Public Relations Metrics: Research and Evaluation (with B. van Ruler and D. Verčič) and is the author of the first Croatian public relations textbook. She has published more than a 100 papers in various academic journals and serves in various editorial boards such as International Journal of Strategic Communication, Journal of Public Relations Research and Public Relations Review. Throughout her career professor Tkalac Verčič has received numerous awards, most recently, GrandPRx, the award for the development of public relations as a profession. She is a former president of the Croatian Public Relations Association. Krishnamurthy Sriramesh University of Colorado (USA) • Krishnamurthy Sriramesh, is Professor of Public Relations at the University of Colorado, USA. He is recognized for his scholarship on topics such as global public relations, culture and public relations, corporate social responsibility, and public relations for development. Over 30 years he has advocated the need to reduce ethnocentricity in the public relations body of knowledge and practice in 8 books, over 110 articles and book chapters, and over 120 conference presentations around the world. His rich teaching experience includes teaching at 10 universities on four continents while also delivering seminars/talks in over 40 countries. He has won several awards for teaching and research at different universities including the 2004 Pathfinder Award from the Institute for Public Relations (USA) for “original scholarly research contributing to the public relations body of knowledge” and the PRIDE Award from the National Communication Association (USA). 2 Authors 17 Adi, Ana, Quadriga University of Applied Sciences (Germany) • Prof. Dr. Ana Adi (www.anaadi.net) is the Vice-President of Quadriga University of Applied Sciences in Berlin where she is also currently teaching and researching. Prior to her role there, she has held lecturing and research posts in the UK, Belgium and Bahrain. She is the host of Women in PR, a podcast series featuring interviews with women that have embraced PR and made it shine. She is currently engaged in an international Delphi study exploring projections and reflections on the future of PR and their social impact and is writing a book on the experience of Nigerian working in PR in collaboration with Tolulope Olorundero. Aksoy, Zeynep, Izmir University of Economics (Turkey) • Zeynep Aksoy holds a MSc degree in International Relations and a MA degree in Public Relations from Istanbul University. She received her doctoral degree in Public Relations at Izmir Ege University (2013) with her dissertation on “Cultural Intelligence and Its Role in Multicultural Environments”. In 2016, Aksoy carried out her postdoctoral studies at the University of Amsterdam, Amsterdam School for Regional, Transnational and European Studies (ARTES) with TUBITAK scholarship. She teaches public relations, corporate communication and intercultural Communication on undergraduate and graduate levels at Izmir University of Economics. Her research interest includes intercultural communication, cultural identity, corporate communication, and healthcare communication. Aktas, Melike, Ankara University (Turkey) • Melike Aktaş Kuyucu is a professor in Ankara University Faculty of Communication, Public Relations and Publicity Department. Her research interests include consumer studies, consumption relationships, public relations theory, public relations researches and public relations history. Anton, Anca, University of Bucharest (Romania) • Anca Anton is Senior lecturer at the Faculty of Journalism and Communication Sciences, University of Bucharest, Romania, where she teaches marketing communications, media marketing, corporate and business PR/comms. Her research covers several fields: the intersection of communication and democratised forms of diplomacy, with a focus on public diplomacy, civil society diplomacy, and digital diplomacy; the transformation of the PR/comms profession and industry (focused on freelancers, PR agencies, and corporate communicators) and their intersection with digital and social media; digital governmental communication. She is a member of EUPRERA, ICA and ECREA. In EUPRERA she co-leads the Education Network. Armuzzi, Giulia, Gruppo Maggioli (Italy) • HR Communication Specialist of Gruppo Maggioli. She holds the bachelor’s degree in Communication Sciences from the University of Bologna (2019) and the master’s degree in Organization and Marketing for Business Communication from La Sapienza University of Rome (2021). Since October 2020, she has been general coordinator of the corporate communication lab Comm to Action, for which she has coordinated several digital projects since 2019, including Alfathon, The Post Talk, and Inspiring PR. Co-author of L’anello mancante. La comunicazione ambientale alla prova della transizione ecologica, S.Martello, S. Vazzoler (a cura di), Pacini Editore, 2022. 2 Authors 18 Ashworth, Peta, The University of Queensland (Australia) Baek, Jinha, Yonsei University (Republic of Korea) Barlik, Jacek, University of Warsaw (Poland) • He is an assistant professor at the Faculty of Journalism, Information and Book Studies, the University of Warsaw, Poland (full-time since 2014, previously straddled business career and part-time teaching). He is also a seasoned public relations practitioner, with vast experience as an advisor to major Polish and international corporations, public institutions and NGOs. He has authored articles, chapters and a book on public relations, communication strategies, awareness campaigns, crisis communication, social media, PR theory, sales and persuasion (in Polish and English), and was a Fulbright scholar at the University of Maryland, College Park (USA). Benecke, Dalien René, University of Johannesburg (South Africa) • Rene is Associate Professor in Department of Strategic Communication and specializes in experiential learning, work-integrated education, participatory action learning and action research for strategic communication students Her research include activism, community influencers, network theory, internal communication and leadership. She also mentors the Students’ Public Relations Association (SPRA). She served as President of the professional body the Public Relations Association of Southern Africa (PRISA) during 2019/20 and also holds the portfolio Education, Training and Research. Rene believes in providing students with the opportunity to make a difference in society through their experiential learning actions. Her community involvement includes the development of young practitioners through active citizenship. For more detail on her publications visit: https://www. uj.ac.za/members/prof-rene-benecke/ & https://orcid.org/0000-0003-3208-0669 Bikakci, Banu, Izmir University of Economics (Turkey) • A. Banu Bıçakçı (Ph.D.) is an Associate Professor of Public Relations. Currently, she is a part-time lecturer at the İzmir University of Economics and a Communication Consultant for the Association of Organic Agriculture Associations (ETO Derneği). Her research interests primarily involve PR history, sustainability, and activist public relations. She has been conducting research in the EUPRERA PR History network for nine years and she is a member of EUPRERA, ECREA, and IAMCR. She can speak English and Italian. Bosello, Federica, Autorità di Sistema Portuale del Mare Adriatico Settentrionale (Italy) • Member of the Italian Federation of Public Relations Professionals, she started dealing with Public Affairs by working for relevant Italian public institutions and companies. Managing promotion, communication and institutional relations for 25 years at the North Adriatic Sea Port Authority. Expert in stakeholder management, creator and manager of a variety of communication campaigns and tools, both business oriented and consensus oriented. Expert in sustainability management since 2021, earning two Professionals Master’s on this topic. Speaker in conferences, author of scientific papers and articles, curator of publications focused on “sustainability communication” in particular. Member of two relevant Venetian cultural institutions too. 2 Authors 19 Bozdag Bucak, Çigdem, University of Groningen (The Netherlands) • Çiğdem Bozdağ (Ph.D. University of Bremen) is an assistant professor at The Centre for Media and Journalism Studies at the University of Groningen. Bozdağ is at the same time a Marie Sklodowska Curie Fellow in the Faculty of Education at the University of Bremen with her project INCLUDED (2019-2023). Her research interests include digital media use, digital literacy, digital inclusion, media education in schools, media and migration. Bowman, Sarah, Northumbria University (UK) • Sarah Bowman, PhD, MCIPR, MCIM, is a senior lecturer in the Department of Social Sciences, Northumbria University, UK, and formally ran the MA Public Relations, London College of Communication, University of the Arts, London. Prior to entering academia, Sarah had 20 years’ experience in PR practice holding senior roles in the public, private and not-for-profit sectors and has worked regionally, nationally and at a pan-European level. Current research interests include knowledge, competencies and strengths; organisational communications with a focus on arts, change and innovation; and the concept of communication as an integrative and liquid practice. Božič Marolt, Janja, Mediana Institute (Slovenia) • Janja founded the Institute of Market and Media Research, Mediana, in 1992. Mediana has a high reputation in research, marketing, media and public opinion surveys. Mediana has correctly predicted all election results in Slovenia. Janja is also the Slovenia Representative for ESOMAR. She established the first media research project providing media currencies in Slovenia. Janja was nominated as Personality of the Year by the Slovenian Ad Association in 2001. She is a professor of marketing communications and public relations at the B2 Ljubljana School of Business and participates in marketing and advertising juries and professional events. Janja is married and the proud mother of two adult children. Bridgen, Elizabeth, Sheffield Hallam University (UK) • Elizabeth Bridgen is Principal Lecturer in Public Relations at Sheffield Hallam University, UK. She is co-editor with Sarah Williams of Women’s work (in public relations): An edited collection which will be published by Emerald in 2024. She is also co-editor with Dejan Verčič of Experiencing Public Relations: International Voices and recently contributed a chapter, ‘’It’s trivial, bitchy and dull’ to Martina Topić’s edited collection Towards a New Understanding of Masculine Habitus : Women in Leadership in Public Relations. She has had work published in Journal of Media Practice and PRism and recently co-authored a Chartered Institute of Public Relations-funded project on social mobility in public relations (with Stuart Baird) called Levelling Up the Public Relations Profession. She is also included in Platinum: Celebrating the CIPR and its members at 70 with her chapter “The impact of diversity initiatives on practitioners and practice.” Her research explores the lived experience of public relations practitioners with a focus on gender and technology and is currently working on a portfolio of research projects on the marginalised in public relations communities. 2 Authors 20 Broersma, M.J. , University of Groningen (The Netherlands) • Marcel Broersma (Ph.D. University of Groningen) is a professor of Media and Journalism Studies in The Centre for Media and Journalism Studies at the University of Groningen. His research interests include the interface between the digital transformation of journalism, social media, changing media use, and digital literacy and inclusion. Brusati, Luca, Udine University (Italy) • Luca Brusati is full professor of management at the Department of Economics and Management of Udine University: he has been teaching communication students since 2001, and in 2006 he founded and serves up until now as scientific coordinator of LAREM, Udine University’s research centre specialized in corporate communication management. Since 2007 he serves as a visiting professor teaching “Social responsibility and communication” in the Master for Communication in International Relations at IULM University (Italy); in 2015 he also taught “Integrated marketing communication” in the Executive MBA and the Master of Global Business at SP Jain School of Global Management (UAE). Burdon, Jasmine, The University of Queensland (Australia) • Jasmine Burdon is an early career researcher, with specific interests in feminist political ecology, climate change and sustainability. She completed her bachelor’s degree in social science from the University of Queensland and is currently undertaking a Master of Climate Change at the Australian National University. Her latest research projects focus on Hydrogen discourses within Australia, eco-cultural identities, and feminist understandings of the environment”. Burighel, Micol, Amapola (Italy) • Born in 1994, Micol published her first book, L’autunno di Montebuio, in 2012. She graduated in Journalism at University of Genoa in 2019 and her thesis was awarded with the “Pestelli Prize” for the best dissertation on journalism. In 2019 she started collaborating with communication agencies. Since 2021 Micol is Communication Manager for Amapola, communication agency and benefit corporation specialising in sustainability, for which she is also member of the internal Council that manages common benefit activities. She is author of publications focused on sustainability issues, such as the Decalogue of environmental communication, wrote together with Sergio Vazzoler. Butera, Alfonsa, Università IULM (Italy) • Alfonsa Butera is Adjunct Professor of Corporate Communication and Head of Coordination and Researcher of the Centre for Employee Relations and Communication at Università IULM, Italy. She is a freelance consultant in the field of corporate communication, dealing with the strategic planning and operational management of the communication activities of B2B and B2C customers operating in various industrial sectors. Her main research interests are employee communication and engagement, internal crisis communication, employee voice and silence, media relations. 2 Authors 21 Capurso, Viviana, Udine University (Italy) • Viviana Capurso, MA in Public Relations at the University of Udine, PhD in Cognitive Neuroscience at La Sapienza University of Rome. Currently adjunct professor of Sustainability and Strategic Communication at the University of Udine. She has started her career as copywrit-er and strategic consultant in communication agencies and she currently works as consultant for companies in the areas of communication and sustainability. She has taught at the University of Trieste (International Diplomatic Sciences), the University of Switzerland (Communication Sciences), and the Universidad Europea de Madrid (Communication Sciences). She is author and coauthor of scientific articles in international journals. Chan, Ziang, The Chinese University of Hong Kong (Hong Kong, S.A.R. China) Chmiel, Michal, Royal Holloway, University of London (UK) • He is Senior Lecturer in Psychology and BSc (Hons) Environment and Social Change Programme Director at Royal Holloway. In his research, he investigates the phenomena of fake news and biases in judgement formation. Michal also analyses the societal impact of Public Relations communication. As a practitioner, he has more than 14 years of experience in incorporating social psychological evidence into PR and communications projects for multinational companies and public figures. Chen, Yi-Ru Regina, Hong Kong Baptist University (Hong Kong, S.A.R. China) Çiçek, Meltem, İstanbul Maltepe University Vocational School (Turkey) • She graduated from Maltepe University Public Relations and Advertising doctorate program with a 1st degree. She is the coordinator of General Education Courses at Maltepe University and is also a faculty member of the Vocational School Public Relations and Publicity Department. Çiçek’s research areas are reputation management, corporate communication, crisis management. She is the founder and editor-in-chief of PublishM Publishing House. In addition to her academic publications, poetry books also met the readers. Cinca, Lavinia, National School of Political and Administrative Studies (Romania) • Lavinia Cinca possesses a Master’s degree in Management and Business Communication from The National University of Political Studies and Public Administration of Bucharest and a Postgraduate degree in EU studies from Centre International de Formation Européenne of Brussels. She complemented her studies with several courses in graphic design, in Brussels, since 2016. Over the past 10 years, she has worked on a number of European and international assignments focusing on digital communication, marketing, events management, and also research in PR which she presented during some BledCom editions. Cipot, Tina, Slovenian Public Relations Association - PRSS (Slovenia) • Although she swore she would not be a journalist, she became one. After several years of journalistic and editorial work, she switched to public relations. Between 2006 and 2010, she was working in Telekom Slovenija’s Public Relations Department, and then spent two years at the Kliping agency gaining experience in the field of media content monitoring and analysis. In May 2013, she took over the management of corporate communication in Lidl Slovenia, where they prepare numerous communication projects, support other activities in the company, and create projects of sustainable 2 Authors 22 development and social responsibility under the name Ustvarimo boljši svet. Since 2017, she has also been active in the Slovenian Public Relations Association (PRSS), where she is serving her second term as president of the association. Clarke, Faye, Pembroke and Rye (UK) • Faye is a Senior Account Executive at London based strategic PR consultancy, Pembroke and Rye. She is an MA graduate from Cardiff University in International Public Relations and Global Communications Management. At Pembroke and Rye, she has been encouraged to maintain a keen academic interest in CSR, ESG and reputation management. As a practitioner, she works for a range of industry-leading clients in aviation, technology, aerospace and events. She has also developed a specialist interest in data analysis and the preparation of management information reports. She regularly uses her analytical skills to inform strategic decision making and client planning. Colle, Matteo, Gruppo CAP (Italy) • Born in 1975 has made a name for himself in the world of strategic communication, sustainability, public affairs, lobbying, and community relations. With a degree in Philosophy and two Master’s degrees in marketing and Public and Political Communication, he has been involved in these fields for over 20 years. He currently holds the position of Head of External Relations and Sustainability at Gruppo CAP, which provides integrated water services to municipalities in the Metropolitan City of Milan. In addition to his professional work, he also teaches in various Master’s programs and has authored chapters in books about environmental communication. Matteo is known for his passion for water issues, as he describes himself as “Water and Communication addicted.” Conti, Emilio, Amapola (Italy) Courtois, Cedric, The University of Queensland (Australia) Čater, Barbara, University of Ljubljana (Slovenia) Čater, Tomaž, University of Ljubljana (Slovenia) Dhanesh, Ganga, Zayed University (U.A.E.) • Ganga S Dhanesh (PhD, National University of Singapore) is Associate Professor and Associate Dean at the College of Communication and Media Sciences, Zayed University. Dr Dhanesh’s experience in corporate and non-profit sectors has informed her extensive research program on corporate social responsibility (CSR) and strategic internal communication. Dhanesh serves as Associate Editor for the Journal of Communication Management. A recipient of several research awards, Dhanesh actively consults for various national and multinational organizations. She is a lead researcher for the Global Capabilities Framework project in the UAE and university lead for the Unstereotype Alliance UAE chapter, convened by UN Women. 2 Authors 23 Doswell, Steve, Gemini Communicating for Business Ltd (UK) • Steve Doswell is a corporate communication practitioner. His professional practice spans energy, power engineering, robotics, financial services and higher education. He was President of FEIEA, the European Association of Internal Communication 2010-2012 and CEO of the UK’s Institute of Internal Communication (IoIC) 2011-2016. Steve took time out aged 50 to complete a Masters in European Politics (University of Birmingham). He is also a published translator (French-English) and member of the Chartered Institute of Linguists. A frequent BledCom participant since 2011. Downes, Edward J. , Boston University (USA) • Edward J. Downes, Ph.D., M.P.A., is an associate professor of public relations at Boston University’s College of Communication. Prior to joining academic full-time he worked, for 10 years, throughout metropolitan Washington, D.C., as a communications professional. He was employed by public, private, and nonprofit organizations, among them the U.S. Congress. His research has been published in six academic journals and he has presented at numerous at academic conferences. Drapal, Andrej, andrejdrapal.com (Slovenia) Dropulić, Branka, University of Zagreb (Croatia) • Branka Dropulić, M.A. is a PhD candidate and a teaching assistant at the University of Zagreb, Faculty of Economics and Business, Department of Marketing. She gained her previous work experience in private sector, working for Croatia’s largest confectionery company, Kraš d.d. As a part of Marketing division, she delt with various projects and markets and collaborated with both national and international partners on how to sustain brands for the future generations of consumers. At the core of her research interests are sustainable marketing and consumption, building and managing brand experiences and consumer behavior. Due to general interest in human behavior, in 2023, she became a counseling therapist in existential analysis. Apart from fluency in English, she speaks Italian, French, Swedish, German and Spanish. Duarte Nogueira, Fernanda Maria, ISCSP ULisboa (Portugal) Edzes, Arjen, Hanze University of Applied Sciences (The Netherlands) • Arjen Edzes is professor Regional Labor Market at the Hanze University of Applied Sciences, Groningen, the Netherlands and associate professor at the department of Economic Geography of the University of Groningen. He has a research focus on the development of regional labor markets. He is currently working on the linkages between regional labor markets and regional economy, future occupations and necessary skills and competences, lifelong development, career paths and labor market dynamics, and the effectiveness and efficiency of public administration. Email: a.j.e.edzes@ pl.hanze.nl 2 Authors 24 Einwiller, Sabine, University of Vienna (Austria) • Sabine Einwiller is the Professor of Public Relations Research at the Department of Communication, University of Vienna, Austria, where she is department chair and head of the Corporate Communication Research Group. She is on the board of directors of EUPRERA and a member of the Austrian PR-Ethics-Council. Her main research areas comprise employee communication, CSR communication, corporate reputation management, and the effects of negative publicity and complaining. Eiró-Gomes, Mafalda, Escola Superior de Comunicação Social - Instituto Politécnico de Lisboa (Portugal) • Has got a master and a PhD in Communications Sciences from Universidade Nova de Lisboa. She is a Coordinator Professor of Pragmaticas and PR at the Media and Communications College in Lisbon where she is a faculty member since 1992. She has been director of both the undergraduate and the master program in PR / Corporate Communications, as well as being the Scientific Board President between 2011 and 2014 she is now the coordinator of the PR and Organisational Communications field at ESCS. She has been working, pro bono, as an advisor in Strategic Communication for different non governmental organisations. Elving, Wim J.L. , Hanze University of Applied Sciences (The Netherlands) • Wim Elving is professor Sustainable Communication at the Hanze University of Applied Sciences, Groningen, the Netherlands. He is part of EnTranCe, Centre of Expertise Energy, that focuses on the energy transition and the Sustainable Society. Elving received the distinguished scholar award in September 2022 from Euprera. His current research is involved with communicative and behavioural interventions to create this sustainable future. He has contributed to more than 150 articles, book chapters, books, editorials, blogs. His research expertise is besides sustainable communications, corporate communication, internal and change communication, CSR communication and branding. He is a member of the A.W. Page Society, and member of the board of directors of Euprera. Email: w.j.l.elving@pl.hanze.nl Esser, Luisa Madeleine, IMWF Institute for Management and Economic Research GmbH (Germany) • Luisa Madeleine Esser, born in 1997 in Mönchenglad-bach/Germany, studies economics in the masters programme at the Westfälische Wilhelms-Universität Münster. In her studies, she focuses on quantitative methods and the econometric analysis of economic policy measures. As an associate of the IMWF Institut für Management- und Wirtschaftsforschung, she contributed to several research projects in the content area of media, reputation, and the analysis of AI-based data. Fabbri, Valerio, FabbriKo (Slovenia) • I am an Italian communications professional with international expertise in journalism and the corporate world in areas such as external communications, media relations and sustainability campaigns. Able to create original content and translate complex ideas into cogent messages for different audiences and stakeholders. Thanks to experiences in different countries, I have gained a wide exposure to multicultural environments with the ability to solve problems. Efficient in coordinating and executing communication services – such as awareness-raising projects, corporate reporting, value-based campaigns, reputation building – for various players. 2 Authors 25 Fatima, Sania, Royal Holloway, University of London (UK) Fechner, Ronny, Quadriga University of Applied Sciences (Germany) • Dr. Ronny Fechner is a research associate at Quadriga University Berlin. He holds a doctorate degree in communication science and has a lot of experience implementation research projects with a scientific and practice-oriented background. His research interests include, among others, the PR/comms-journalism-relationship and communication controlling. Fisichella, Chiara, Università IULM (Italy) • Chiara Fisichella (PhD) is a Research Fellow and a Researcher of the Centre for Employee Relations and Communication at Università IULM, Italy. She is a freelance consultant in the field of social research. Her main research interests are: corporate communication, event management, diversity & inclusion, employee communication and engagement, and cultural organization management. Forthmann, Jörg, IMWF Institute for Management and Economic Research (Germany) • Dipl.-Ing. Ing oec. Jörg Forthmann, born 1968 in Heerlen (Netherlands) is managing partner of the IMWF Institute for Management and Economic Research in Hamburg. At IMWF, he is responsible for big data analysis based on social listening, which is carried out with the help of artificial intelligence. Forthmann worked in the press and public relations of the Bundeswehr, worked as a journalist for Axel Springer Verlag and learned the PR craft at Nestlé Germany. He later worked as a press spokesman for a management consultancy and founded the communication consultancy Faktenkontor. Francis, Thyme, Ada and Alan (UK) Galloway, Chris, Massey University (New Zealand) • Dr. Chris Galloway PhD, MMgt is a Senior Lecturer in the School of Communication, Journalism and Marketing at Massey University in New Zealand. Chris joins many years of experience as a journalist and senior public relations specialist to his academic interests in issue, risk and crisis communication. He has taught at universities in both Australia and New Zealand. His other interests include the Middle East, especially the way public relations techniques are used to present and position different protagonists. He travels to the region as often as he can. He also writes about the impacts of new technologies on PR practice, especially Artificial Intelligence. Gao, Hao, Nanjing Normal University (China) • Professor, School of Journalism and Communication, Nanjing Normal University. Ph.D. in Mass Communication, Communication University of China. Visiting scholar at Waseda University from 2013 to 2014. Research orientation: Disaster communication, Public Relations, Health communication. Research Grants: Disaster Communication and social responsibility of Media(Principal Investigator. The National Social Science Fund of China,2017.6-2023.6). The Functional Transformation of Media in Disasters of Japan(Principal Investigator. The Japan Foundation,2013.6-2014.6) 2 Authors 26 Geysi, Nilüfer, Bahçeşehir University (Turkey) • Nilüfer Geysi is an Assistant Professor who received a Ph.D. in Advertising and Public Relations from Bahçeşehir University and has been actively involved in research and academia for over 7 years. Geysi’s doctoral thesis, which focused on climate change communication, specifically on communicative action, activism, and pro-environmental behavior, was awarded the Best Doctoral Thesis Award at Bahçeşehir University. Her research interests include sustainability, culture, digital media, and crisis communication. She has lectured on climate change communication and strategic communication for sustainability, among other relevant courses. Geysi is a member of EUNES and is committed to advancing research and education in the field of public relations. Görpe, T. Serra, University of Sharjah (U.A.E.) • T. Serra Görpe is a professor of communication at the University of Sharjah (UAE). She received her Ph.D. in Public Relations and Promotion from Istanbul University. She holds a master’s degree in Public Relations from Boston University (USA) and a master’s degree in Social Psychology from Bosphorus University (Turkey). She was a professor in the Faculty of Communications at Istanbul University (2000-2016). Before joining the University of Sharjah, she was a professor at Zayed University College of Communication and Media Sciences (UAE). She has extensive industry experience working both for corporations and a public relations agency. Her research interests are CSR/sustainability, international public relations, and crisis management. Haig, David, Harvard University (USA) • David Haig is the George Putnam Professor of Biology at Harvard University. After receiving his B.Sc. degree in biology with First Class Honors from Macquarie University in Australia, Haig left academia, working variously as a dishwasher and clerk. Of this time, according to an interview conducted by the Harvard University Gazette, he says: “I learned a lot about the world, life, and people during the three years I took off. But, after a couple years of stamping documents, I decided that academia was a better place to be. It’s not as carefree as the life of a clerk, but it’s more intellectually stimulating.” He returned to Macquarie University, received his PhD in biology, and moved on to a Royal Society Endeavour postdoctoral Fellowship in plant sciences at St. John’s College, Oxford University. Hein, Antonia, Hanze University of Applied Sciences (The Netherlands) • Antonia Hein is currently a PhD researcher at the faculty of Economic Geography, University of Groningen and the professorship Communication, Behaviour and the Sustainable Society at Hanze University of Applied Sciences. For the past 16 years Antonia has been working as a senior lecturer and researcher at the Hanze University of Applied Sciences, responsible for the curriculum design of the International Communication bachelor and master programs. Antonia’s specialties include employer branding, corporate communication, international branding, intercultural communication, regional images. Email: a.hein@pl.hanze.nl 2 Authors 27 Hejlová, Denisa, Charles University (Czech Republic) • Denisa Hejlova, Ph.D. is a leading Czech scholar and communication consultant. She focuses on research, education and practice in public relations, public affairs, trust management or fashion marketing. Since 2011, Denisa Hejlova is heading the department of Marketing Communication and PR at the Charles University in Prague, one of the most-wanted study programs in the Czech Republic. Before she has served as a Vice-dean for PR or as a PR manager at the Czech Ministry of Foreign Affairs. Denisa was a Fulbright Visiting Scholar at Columbia University in New York. In 2015, Denisa published a comprehensive book about Public Relations for the Czech audience. In 2020, she started a first Czech MA program on Strategic Communication at the Charles University in Prague. Helferich, Pia Sue, Hochschule Darmstadt – University of Applied Sciences (Germany) Hetzel, Esther, Macromedia University of Applied Sciences Cologne (Germany) • Esther Hetzel is a PhD student at Macromedia University of Applied Sciences. She completed her bachelor’s degree in media and communications management and her master’s degree in business management with a focus on business psychology. In addition to teaching at the university, her focus is on research in risk and crisis communication as well as crisis journalism. Hollenczer, Jimmy, University of Oklahoma (USA) • James Hollenczer is a research assistant at the Center for Applied Social Research at the University of Oklahoma. His research explores the intersection of public relations and public administration, the use of artificial intelligence in communicative environments, and the philosophy of communication. Currently, he is involved in a project developing machine learning solutions to problems in public policy. James previously attended the University of Oregon and the University of Maryland, where he studied journalism. Holtzhausen, Lida, North-West University (South Africa) • Prof Lida Holtzhausen is the School Director of the School of Communication in the Faculty of Humanities at the North-West University in South African and an associate professor in Corporate Communication, specialising in corporate branding, reputation management and integrated marketing communication. She in a member of the International Public Relations Association and serves on multiple organisations nationally in South Africa. She has presented more than 40 international and national conference papers and published both internationally and nationally. She has promoted and supervised both PhD and MA students in Communication and has received three Teaching in Excellence awards from her Institution. 2 Authors 28 Homann, Reimund, Service Value GmbH (Germany) • Reimund Homann, Dr., born in 1980 in Hamburg/Germany, is a Business Analyst at Cologne-based empirical market, organisational and social research-company ServiceValue and a former Business Analyst at the Hamburg-based management-consultancies fak-tenkontor and IMWF. At ServiceValue he specializes in the quantitative analysis of digital communication. He is the author of several books dealing with mathematics and economic analysis of law and edited several books on various managerial and economic topics. He also has a vast experience as a lecturer in statistics and managerial sciences. Hong, Cheng, California State University (USA) Hung-Baesecke, Chun-Ju Flora, University of Technology Sydney (Australia) • Flora Hung-Baesecke teaches at University of Technology Sydney in Australia. She is the Chair of the Public Relations Division in International Communication Association and on the editorial boards of Journal of Public Relations Research, International Journal of Strategic Communication, Public Relations Journal, and Communication Research Reports. Flora is the 2015 – 2018 Arthur W. Page Legacy Scholar and publishes in international refereed journals. She is Secretary General for Overseas Affairs in Public Relations Society of China and is on the advisory board of International Public Relations Research Conference. Her research interests include CSR, OPRs, social media, strategic communication, and crisis management. Hytönen, Eveliina, Laurea University of Applied Sciences (Finland) Ingold, Ciara, Royal Holloway, University of London (UK) Jiang, Hua, Syracuse University (USA) • Hua Jiang, Ph.D., is associate dean of academic affairs and an associate professor of public relations at Syracuse University’s Newhouse School of Public Communications. Jiang’s primary research interests include employee communication, social media engagement, corporate social responsibility, corporate social advocacy, reputation management and mental health research and campaigns. Jiang has published more than 50 peer-reviewed journal articles and book chapters. Her work has appeared in leading refereed journals, such as Communication Research, Computers in Human Behavior, Environmental Communication, Journal of Applied Communication Research, Journal of Health Communication, International Journal of Business Communication, Journal of Product and Brand Management, Journal of Contingencies and Crisis Management, Journal of Broadcasting and Electronic Media, Telematics and Informatics, Social Science Computer Review, Journal of Public Relations Research and Public Relations Review, among others. She serves on the editorial boards of top three public relations journals: Journal of Public Relations Research, Public Relations Review and Public Relations Journal (PRSA journal). Jiang also received over 10 top paper awards and research recognitions from national and international flagship communication associations. Jonkman, J.G.F. , University of Amsterdam (The Netherlands) Ju, Jiyeon, Yonsei University (Republic of Korea) 2 Authors 29 Kalane, Maureen, University of Botswana (Botswana) • Maureen Sindisiwe Kalane is a Lecturer at the University of Botswana in the Communication and Study Skills Unit. She graduated at the University of Botswana and Warwick University (UK) for undergraduate and post graduate studies respectively. Maureen has a wealth of experience in teaching Business Communication and Communication for academic purposes in institutions of higher learning in Botswana. She has also taught Public Relations Campaigns and Legal Communication in the Media Studies Department at the University of Botswana. Prior to joining the University of Botswana, Maureen Kalane has spent ten years at the then Botswana institute of Administration and Commerce (BIAC) now Botswana Public Service College, where she was Senior Lecturer and Assistant Head of Department at the Communication and Public Relations Department. She also lectured in Business Communication and Public Relations. Kang, Minjeong, Indiana University (USA) • Minjeong Kang (Ph. D in Mass Communication, Syracuse University) is an associate professor and teaches undergraduate and graduate strategic communication and research courses at the Media School, Indiana University. Her recent research interests have focused on understanding engagement in various stakeholder contexts such as member, employee, and volunteer relations and its positive impacts in eliciting supportive communication and behavioral outcomes. Additionally, Dr. Kang is working on understanding organizational listening by examining factors that contribute to employee silence motives. Dr. Kang serves as reviewer to various journals including Journal of Public Relations Research, which she is on the editorial board. Karnelutti, Lucija, Delegation of the European Union to the United Nations (Slovenia) • Lucija Karnelutti is the Youth Delegate of the Delegation of the European Union to the United Nations (UN), where she focuses on ensuring the meaningful involvement of young people in UN dialogues on security, sustainable development and gender equality, and represents the voice of Europe’s youth at the UN. Since 2015, Lucija has been actively involved in various youth organizations and stakeholder working bodies working on advocacy and youth engagement in the fields of education, social and environmental issues. She is also a keen creative and graphic design-er, which led her to participate in the Mediana Rising Future project, where she was the winner of a research project on sustainable development for Spar Slovenia. Kim, Jarim, Yonsei University (Republic of Korea) • Education: Ph.D. at University of Maryland (College Park, USA) in Communication, specializing in Strategic Communication, M.A. at Purdue University (West Lafayette, USA). Teaching experience: Assistant Professor, Kookmin University, Seoul, Korea and Assistant Professor, University of Missouri, St. Louis, MO. Professional experience: Account Executive, Daehong Communications. Professiona and community services: Journal Editorial Board (Invited), Health Communication (2019-present), Journal of Public Relations Research (2019-present). Kim, Jeong-Nam, University of Oklahoma (USA) 2 Authors 30 Kim, Soo Yun, University of Texas – Rio Grande Valley (USA) • Soo Yun Kim is an Assistant Professor in the Department of Communication at the University of Texas – Rio Grande Valley (UTRGV). Her scholarship focuses on science and health communication in today’s digital networked society, in particular examining: 1) information behaviors and communitive actions in shaping health and environmental risk perception, 2) the nature and origins of conspiratorial thinking and rejection of science, and 3) communication strategies to counteract political polarization of science in the public sphere. With a strong background in interdisciplinary research, she is currently serving on the Annual Conference for Interdisciplinary Research (SIPCE) Committee at the UTRGV. Her recent research project with the Debiasing and Lay Informatics (DaLI) Lab in the Center for Applied Social Research at the University of Oklahoma focuses on examining communicative actions among the public of climate change deniers and climate change doomsayers. Prior to her academic position at the UTRGV, she received her Ph.D. in Mass Communication at the University of Wisconsin – Madison, M.A. in Journalism at the University of South Carolina – Columbia, and B.S. in Management with a concentration in Marketing and a minor in Communication at Purdue University. Kinnear, Susan, University of Dundee (UK) Kelemen, Nina, Triglav Group (Slovenia) Ko, Sungan, Ulsan National Institute of Science and Technology (Republic of Korea) • Sungan KO is Associate Professor at the Graduate School of Artificial Intelligence (AI) of the Ulsan National Institute of Science and Technology (UNIST). He is also the director of the Human-AI Interaction and Visualization (HAIV) Lab at UNIST. This lab is one of the early centers in South Korea devoted to developing Human-Computer Interaction (HCI) systems and analyzing data using visualization and AI techniques. In this lab, multidisciplinary research takes place at the interface of AI, computer engineering, human factors, cognitive science, and psychology. The lab works with topics such as AI-assisted visual analytics, information visualization, and AI tools for UI (user interface) and UX(user experience). Kont, Jülide, Hanze University of Applied Sciences (The Netherlands) • Jülide Kont is a Lecturer and PhD candidate at the University of Groningen and the Hanze University of Applied Sciences. Her research focuses on resilience to disinformation, her research interests include dis-/misinformation, media literacy, cross-national and cross-cultural research. Jülide holds a M.A. degree in International Communication and has previously worked in Corporate Communication and Branding. Koster, Sierdjan, Hanze University of Applied Sciences (The Netherlands) • Sierdjen Koster is a professor in Economic Geography at the University of Groningen. His research revolves around understanding regional differences in economic prosperity and development. Specifically, he is very interested in how increasingly flexible labor markets pose challenges and opportunities for regional development and policy. In another research line, he assesses to what extent regional images, identities and brands shape the economic behavior of firms and people. Email: sierdjan.koster@rug.nl 2 Authors 31 Koudlková, Petra, Charles University (Czech Republic) • Petra Koudlková holds a PhD in Management and economy of companies. She is Assistant Professor at Charles University, Faculty of Social Sciences, Department of Marketing Communication and PR. Her fields of study comprise corporate social responsibility and sustainability approach of companies, above all SMEs and marketing and institutional communication. Petra has participated in a project of communication of Czech Ministry of Education, and in a project focusing on Increasing the Effectiveness of Direct Citizen Invitation to Screen Colon and Rectal, Breast and Cervical Cancer and others. She is the author of many research articles and two monographs. Krishna, Arunima, Boston University College of Communication (USA) Kropivnik, Samo, University of Ljubljana (Slovenia) • Samo Kropivnik is Associate Professor of Social Sciences Research Methodology at Faculty of Social Sciences (UL) and Researcher at Institute of Social Sciences (UL FSS), teaching various courses on marketing and public relations research projects as well as communication and political science research methodology and designs. He is contributing mostly but not exclusively to research projects on political participation, marketing and public relations communication, life styles, health and social stratification by dealing pragmatically with research approaches and designs, qualitative and quantitative research methods and techniques in general and in particular with multivariate methods such as clustering, factor analysis and regression. Kruckeberg, Dean, UNC Charlotte (USA) • Dr. Dean Kruckeberg, APR, Fellow PRSA, is a tenured Full Professor in the Department of Communication Studies at the University of North Carolina at Charlotte. From 2000 through 2002, he was a Director-at-Large on PRSA’s National Board. Dr. Kruckeberg was 1993-94 Mid-west District Chair and was 1988-89 President of the Cedar Valley Chapter. He was 2010 Chair of the PRSA International Section; is a former National Faculty Advisor of the Public Relations Student Society of America (1989-91) and was Faculty Advisor of PRSSA Chapters at the University of Iowa, Northwest Missouri State University and the University of Northern Iowa. From 1997 to 2012, Dr. Kruckeberg was Co-Chair of the Commission on Public Relations Education. He was Chair of the Educators Academy and Co-Chair of the Educational Affairs Committee in 1997. From 2006 through 2009, He was a member of PRSA’s Board of Ethics and Professional Standards. Dr. Kruckeberg is a member of PRSA Charlotte and is the Lead Academic Advisor of the Inez Y. Kaiser Memorial Scholarship Fund of the Greater Kansas City Chapter of PRSA. Kuo, Man Ying, The Chinese University of Hong Kong (Hong Kong, S.A.R. China) Lacković, Stjepan, Polytechnic of Baltazar Zaprešić (Croatia) • Stjepan Lacković, PhD, is the head of ‘Communication Management’ professional graduate study at Baltazar Polytechnic Zaprešić in Zaprešić, Croatia, where he teaches communication theory, media culture, political communication and public relations courses. He received his PhD at the Faculty of Political Sciences, University of Zagreb, in 2021. He holds three MA degrees – in philosophy and information sciences (at the The Faculty of Humanities and Social Sciences of the University of Zagreb), in political science (at the Central European University in Budapest) and in European studies (at the Jagiellonian University in Krakow). His fields of interest are corporate identity, corporate ideology 2 Authors 32 and political communication. Le Roux, Tanya, Bournemouth University (UK) • Tanya le Roux is a Principal Lecturer and Interim Head of Department for Communication & Journalism, at Bournemouth University, UK. Before she entered academia, Tanya worked as a communication professional in South Africa and the United Kingdom. Tanya strongly believes in combining academic work with practical experience, in order to benefit both academia and professional practice. Her research interest is focused on strategic communication management and the application thereof in disaster risk reduction. The second biggest highlight every year is for Tanya to judge the global IABC Gold Quill Awards. The absolute highlight always being the Bledcom conference! Lee, Hyelim, University of Oklahoma (USA) • Hyelim LEE is Assistant Professor at the Washington State University’s Edward R. Murrow College of Communication. She did her BA at Yonsei University, Korea), MA at Seoul National University, and Ph.D. at the University of Oklahoma’s Gaylord College of Journalism and Mass Communication. She was also a doctoral candidate at Seoul National University’s Department of Computer Science. Her doctoral research explores how computational social science methods can inform public relations theories. Lee recently joined the Debiasing and Lay Informatics (DaLI) Lab in the Center for Applied Social Research at the University of Oklahoma, where she researches public policy-making processes and fake news detection through machine learning and computational text analysis. In 2021, with co-author Lisa Tam and Jeong-Nam Kim, Lee received the International Communication Association Public Relations Division Top Faculty Paper Award. Lee, Kumchong, The University of Queensland (Australia) Li, Yubin, Nanjing Normal University (China) • Undergraduate student, School of Journalism and Communication, Nanjing Normal University. Research orientation: Public Relations, Mass communication and Social Media Likely, Fraser, University of Ottawa (Canada) Liu, Xueyi, The Chinese University of Hong Kong (Hong Kong, S.A.R. China) Ljepava, Angela, University of Waterloo (Canada) Ljepava, Nikolina, American University in the Emirates (U.A.E.) • Dr. Nikolina Ljepava is a Department Chair of Management in the College of Business Administration at the American University in the Emirates, Dubai, UAE. She is a practice-oriented university professor and senior marketing professional with extensive industry and academic experience in North America, Europe, and the United Arab Emirates. Holder of Ph.D. in Marketing Research with a specialization in digital marketing research and analytics and of major international professional qualifications in marketing: Chartered Marketer, Certified Digital Marketing Professional, and Fellow 2 Authors 33 of the Chartered Institute of Marketing. Her research interests are related to various aspects of digital transformation in marketing and business, human-technology interaction, and applied marketing research and analytics combined with elements of decision sciences. She is an author of more than 60 peer-reviewed research publications and holder of various academic and research awards. Loureiro, Mónica, BNP Paribas (Portugal) • Mónica Loureiro is currently a Communication & Events officer at BNP Paribas. Mónica holds a bachelor’s degree in public relations and Corporate Communication from School of Communication and Media Studies of the Lisbon Polytechnic Institute, a post-graduate degree in Sustainability Management from the Lisbon School of Economics and Management and master’s degree in strategic communication from Faculty of Social and Human Sciences of NOVA University of Lisbon. Previously, Mónica worked at the PR Agency LPM as a New Business Manager and as a Marketing and Communication trainee at World Association of Girl Guides and Girl Scouts in Mexico. Lovari, Alessandro, University of Cagliari (Italy) • He (Ph.D.), is Assistant Professor of Cultural and Communicative Processes at the University of Cagliari (Italy). He has been a visiting research scholar at Purdue University, University of Cincinnati and University of South Carolina (US). His research interests are public sector communication, public relations, and health communication. He also studies the impact of social media on companies and citizens’ behaviors. He’s a member of the scientific committee of the Italian Association of Public and Institutional Communication, and member of the technical committee of the European Project “Creative”. His works are published in several books and international journals. Lučić, Andrea, University of Zagreb (Croatia) Mager, Leandra, Royal Holloway, University of London (UK) Marques, Isabel, ISCSP ULisboa (Portugal) • PhD in Management from the University of Beira Interior (Portugal), master’s in administration from University Potiguar (Brazil), Hospital Administrator from University Estácio de Sá (Brazil), MBA International Joint Postgraduation in Entrepreneurship and Innovation in BioHealth Sector from Universities of Beira Interior (Portugal), University of Granada (Spain) and University of Turin (Italy). Invited Assistant Professor at the Higher Institute of Social and Political Sciences (ISCSP) at the University of Lisbon, Portugal. Integrated Researcher at the Center for Administration and Public Policies (CAPP). Researcher at NECE UBI - Research Unit in Business Science. Marques de Carvalho, Alba Caterine, ISCSP ULisboa (Portugal) • PhD in Management from the University of Beira Interior, master’s in public management from the Federal University of Rio Grande do Norte, member of NECE- Research Unit in Business Science. Currently I work at UFRN in the management of a university restaurant. My areas of research cover the public sector, including higher education institutions, focusing on leadership, culture and institutional autonomy, performance and digital transformation. 2 Authors 34 Martello, Stefano, Comm to Action (Italy) • Journalist and communicator, is involved in integrated communication, with a focus on communication issues for the third sector. Member of FERPI working groups on environmental communication and the third sector, he is mentor of the Comm To Action communication lab in Bologna, coordinator of Eco Media Academy and co-director of Pacini Editore’s New Fabric series. His latest works include “Volontariato aziendale multicanale. La guida essenziale per profit e non profit” (2021), “Il Bugiardino. Le parole della comunicazione per il terzo settore” (2022), “L’anello mancante. La comunicazione ambientale alla prova della transizione ecologica”(2022) Marzetta, Alberto, Amapola (Italy) Mazzei, Alessandra, Università IULM (Italy) • Alessandra Mazzei is Associate Professor in Management at the Department of Business LECB “Carlo A. Ricciar-di”, Università IULM, Italy. Her main research interests are: corporate communication; employee communication and engagement; organizational voice, silence and dissent; whistleblowing; diversity & inclusion, internal crisis communication. Her work has been published in journals such as Business Ethics Quarterly and Journal of Business Research. She is Coordinator of the bachelor programme in Corporate Communication and Public Relations and Director of the Centre for Employee Relations and Communication at Università IULM. McKie, David, University of Waikato (New Zealand) Meißner, Florian, Macromedia University of Applied Sciences (Germany) • Florian Meissner is Professor for Media Management and Journalism at Macromedia University of Applied Sciences. He serves as Chair of the Crisis Communication Section of ECREA and is Principal Investigator at the research project DigiFit, which focuses on risk communication in the context of cybersecurity and is funded by the German Federal Ministry of Education and Research. Further interests in research and teaching include corporate communication, international journalism and political communication. He has also worked as a journalist for public broadcasters in Germany. Melchiades Soares, Andreia, Universidade de Lisboa, ISCSP, CAPP/FCT (Portugal) • Andréia Melchiades Soares is a PhD Student in Communication Sciences at ISCSP - Universidade de Lisboa, Portugal. She develops research in public relations, strategic communication, and culture, and is a collaborative researcher at Universidade de Lisboa, Institute of Social and Political Sciences, Centre for Public Administration and Public Policies. Men, Linjuan Rita, University of Florida (USA) 2 Authors 35 Milan, Gloria, ICDLAB Sostenibilità e Comunicazione (Italy) • Professional communicator with over twenty years of experience gained at national and international levels in different communication fields. Founder of ICDLAB Sustainability and Communication, she now provides consultancy and training to companies and institutions on sustainability and communication strategies. Former subject expert in social communication at the University of Padua, she is the Sustainability Specialist for Fòrema, a training and consulting company of Confindustria Veneto Est. She is the author of some contributions concerning sustainability and SME and she is a member of FERPI (Italian Federation of Public Relations). Milić, Patricia, University of Ljubljana (Slovenia) • Patricia Milić, MSc. is in the final year of Interdisciplinary PhD programme in Environment protection held at the University of Ljubljana. She is interested in barriers to sustainability practices and behaviour from company and consumer perspective. She is employed at the School of Economics and Business, University of Ljubljana where she works as a Teaching assistant in Academic Unit for Marketing and participates in academic research projects. Her most recent research work has been published in the Journal of Business Research. Misci Kip, Sema, Izmir University of Economics (Turkey) • Prof. Dr. Sema Misci Kip: Sema Misci Kip teaches courses in advertising, brand communication, and marketing communication in the Public Relations and Advertising Department at Izmir University of Economics in Turkey. Her academic interests include marketing communication, advertising, social media, websites, and sustainability communication. She has published articles in journals such as the Journal of Business Research, Qualitative Market Research, Corporate Communications: An International Journal, Public Relations Review, International Journal of Information Management, Global Media Journal, Journal of Marketing Communications, and Turkish Review of Communication Studies. Prior to academia, she worked for about five years on advertising and media planning strategies for both international and national companies. Since 2003, she has been working and teaching at Izmir University of Economics. Monteiro Mourão, Rita, Universidade Europea, IADE (Portugal) • PhD in Communication Sciences - FCT PhD in Communication Studies Communication: Technology, Culture and Society. PhD carried out between Portugal and Spain (Barce-lona and Madrid). Master in Social and Organizational Psychology, by ISCTE-IUL. Degree in Psychology, by ISCTE-IUL. Post-graduation in Data Analysis in Social Sciences, by ISCTE-IUL. Teaching since the academic year 2012/2013 (curricular units of Transversal Skills: “Communication Techniques”; “Teamwork”; “Conflict Management”, at ISCTE-IUL). Invited lecturer, since 2018, in the courses “Advertising and Marketing” and “Relationships Communications and Business Communication”, by the Higher School of Social Communication - Polytechnic Institute of Lisbon. Main Research Areas: Organizational Communication; Public relations; evaluation of Performance. Müller, Naíde, Catholic University of Portugal (Portugal) 2 Authors 36 Muster, Maša, Mediana - Rising Future, Mediana Institute (Slovenia) • Maša Muster has over 17 years of experience in the field of research. She handles challenging projects in both qual- and quantitative field and approaches her work with enthusiasm, strong sense for problem solving and a critical eye for detail. A lot of her work is dedicated to mentoring young professionals who want to advance in their research careers. Besides that, Muster focuses on implementation of new technologies and development of new projects at Mediana Institute. She is a mother of two and dedicates her spare time to empowering people through data on social networks, reading and travel. Muzika, Darius, University of Dar Es Salaam (Tanzania) • Dr. Darius Mukiza is journalist, Lecturer and Media consultant for more than 25 years in Tanzania. Currently, Dr. Mukiza is employed and teaching at the University of Dar Es salaam’s School of Journalism and Mass Communication( SJMC), the oldest and high ranking public institution in Tanzania. At the SJMC, Dr. Mukiza is both the coordinator of Public Relations and Advertising and Post Graduate Studies units. Dr. Mukiza is also the coordinator of Online Diploma in Journalism sponsored by UNESCO at the SJMC. Dr. Mukiza also coordinates the disermination of Sida funded projects contents at the University of Dar es salaam in the media. Northup, Temple, San Diego State University (USA) • Temple Northup is the Director of the School of Journalism and Media Studies at San Diego State University, and is on the Executive Committee for the Association of Schools of Journalism and Mass Communication. He received his Bachelor of Arts from Wake Forest University, his Master of Arts from Syracuse University, and his Ph.D. from the University of North Carolina, Chapel Hill. Before joining the School of Journalism and Media Studies in 2021, he served as the Director of the Jack J. Valenti School of Communication at the University of Houston, and was also the Co-Director of the Gulf Coast Food Project—an interdisciplinary project that promotes the study of food in the Texas Gulf Coast region—for which he oversaw the production of the documentary films and multimedia stories. He led the school of communication’s efforts to internationalize its curriculum by creating faculty-led programs abroad, launching a global communication conference on campus, and developing new minors and graduate degrees in global and intercultural communication. He also developed one of the first communication programs in the country focused on Spanish-language media. Nunes, Tatiana, Escola Superior de Comunicação Social - Instituto Politécnico de Lisboa (Portugal) • Tatiana Nunes has a PhD in Communication Sciences from ISCTE-IUL, has a Degree and a Master in Public Relations and Corporate Communication from the Media and Communications College in Lisbon (ESCS-IPL). She has been a Professor at the Media and Communications College in Lisbon since 2009 and is now the Coordinator of the undergraduate degree in Public Relations and Corporate Communication. She has worked as a communication director in organizations from the third sector in Portugal in the last 12 years. Trainer, consultant and researcher in the area of strategic communication and Public Relations. Specialist in strategic management of public relations, communication in the public interest. 2 Authors 37 Öksüz, Burcu, Istanbul Maltepe University & Izmir Kâtip Çelebi University (Turkey) • Burcu Öksüz, PhD, is a Professor of Public Relations in the department of Media and Communication and working as the chair of the Public Relations and Advertising division, Izmir Kâtip Çelebi University. She was formerly head of media and communication department at Faculty of Social Sciences and Humanities. Her research interests are reputation management, crisis communication, employer brand and corporate communication. She teaches courses on public relations, communication campaign design, corporate communications, and reputation management. Ortová, Nina, Charles University (Czech Republic) Otsa, Teresa, Hochschule Darmstadt – University of Applied Sciences (Germany) Parigi, Riccardo, MUST S.r.l. (Italy) • 66 years old, degree in Philosophy, Sole Director Must Srl Corporate and Environmental Communication, Non Technical Skills Trainer in Safety and Environment, Stakeholders Engager, Crisis Communication Manager, Master Lecturer University of Genoa and Bocconi Milan. Ambassador EN-Roads, climate change simulator. Co-author of books on environmental communication. Pedro Sebastião, Sónia, Universidade de Lisboa, ISCSP, CAPP/FCT (Portugal) • Sónia Pedro Sebastião, PhD in Social Sciences in the specialty of Communication Sciences at the Instituto de Ciências Sociais e Políticas, Universidade de Lisboa (Portugal), she is Full Professor and Coordinator of the Scientific and Ped-agogical Unit in Communication Sciences at the same institution. She is also the President of the Executive Committee of the Center of Public Administration and Public Policies (CAPP, ISCSP/FCT), a research center that includes the research stream Communication and Citizenship that she coordinates. Persico, Maria Grazia, MGP & Partners and NSA S.r.l. (Italy) Pleil, Thomas, Hochschule Darmstadt – University of Applied Sciences (Germany) 2 Authors 38 Prabhu, Jaideep, University of Cambridge (UK) • Jaideep Prabhu is Professor of Marketing and Jawaharlal Nehru Professor of Indian Business at Judge Business School, University of Cambridge. He has published in leading academic journals and his work has been profiled by the BBC, Bloomberg BusinessWeek, The Economist, The Financial Times, Le Monde, The New York Times, and The Times. He is the co-author of Jugaad Innovation: Think Frugal, Be Flexible, Generate Breakthrough Growth, described by The Economist as “the most comprehensive book yet” on the subject of frugal innovation. His 2015 book Frugal Innovation with Navi Radjou won the CMI’s Management Book of the Year Award 2016. His most recent book How Should a Government Be: The New Levers of State Power was published in February 2021. Prezelj, Iztok, University of Ljubljana (Slovenia) Prosen, Teodor, Telekom Slovenije (Slovenia) Qin, Yufan Sunny, James Madison University (USA) Raposo, Ana, Escola Superior de Comunicação Social - Instituto Politécnico de Lisboa (Portugal) • PhD in Communication Sciences from ISCTE-IUL, has got a Degree and a Master in Public Relations and Corporate Communication from the Media and Communications College in Lisbon. She has worked as a communication manager in different organizations from the public and private sector in Portugal. Trainer, consultant and researcher in the area of strategic communication and Public Relations. Specialist in strategic communication and Internal Communication. Professor at the Media and Communications College in Lisbon is Deputy Vice-president for Strategic Communication of the Lisbon Polytechnic University. Ravazzani, Silvia, Università IULM (Italy) • Silvia Ravazzani (PhD) is Associate Professor in Management at the Department of Business LECB “Carlo A. Ricciar-di”, Università IULM, Italy, since 2019. Previously she held the same position at the Department of Management at Aarhus University, Denmark. Her research interests include risk and crisis communication, employee communication, diversity and inclusion, and social media. Her work has been published in journals such as Group & Organization Management and Business Ethics Quarterly. She is Senior Project Leader of the Centre for Employee Relations and Communication at Università IULM and serves in the editorial boards of Journal of International Crisis and Risk Communication Research and European Journal of Cross-Cultural Competence and Management. Read, Kevin, University of Greenwich (UK) • Kevin is CEO, and founding director, of strategic PR consultancy, Pembroke and Rye. Based in London, he has worked with global market leaders and challengers in financial and professional services, technology and energy for the last three decades. He specialises in strategic planning, thought leadership and board level coaching. He is a visiting fellow in the business school at the University of Greenwich, a fellow of the CIPR and the RSA, and a MA supervisor for Cardiff University’s International PR and Global Communications programme. Academic interests include NGOs and corporate partnerships, AI, creativity, business pitching, CSR and ESG. Reisten, Jana, Royal Holloway, University of London (UK) 2 Authors 39 Ruiz-Mora, Isabel, University of Malaga (Spain) • Dr. Isabel Ruiz is associate professor at the University of Malaga (Spain) where is involved in different funded projects. Her research is focused on citizen’s activism, sustainability and strategic communication. Isabel is the editor Revista Internacional de Relaciones Públicas. She has been senior lecturer in Sheffield Hallam University and visiting scholar in universities from the UK, Denmark, Malaysia, Austria, Qatar. She is part of the network AcademicasPR and her recent publications include The Guiding Principles of the Profession: A Comparative Study and La dimensión medioambiental y los ODS en la comunicación estratégica de las empresas de triple impacto. Ruoslahti, Harri, Laurea University of Applied Sciences (Finland) Schneiderová, Soňa, Charles University (Czech Republic) • Soňa Schneiderová (1965) studied Czech launguage, holds a Ph.D. in this field, and works as an assistant professor at Charles University in Prague, Department of Marketing Communication and PR. Her research areas are discursive analysis of media texts and the culture of public communication. Soňa is the author of several publications analyzing the media text in terms of the appropriateness of expression in relation to the social context, is involved in projects analyzing government communications in emergency situations, such as the pandemic covid-19. Her work supports the media education of high school students. Seidenglanz, Rene, Quadriga University of Applied Sciences (Germany) • Dr. René Seidenglanz is a professor of communication studies at Quadriga University Berlin. He researches the professional field of PR, the organisation of corporate communication, and trust and credibility. Selakovic, Marko, SP Jain School of Global Management (U.A.E.) • Dr Marko Selaković is manager, researcher and scholarly academic who is occupying various senior roles at SP Jain School of Global Management – Dubai campus (currently Deputy Director and Assistant Professor). He is a strategic management and communications professional with more than 15 years of top-level experience in Europe and the Gulf countries. Dr Marko is specialized in strategic and international communications and development, stakeholder relations and crisis management. In addition to the academic positions, he was Head of Chamber of Commerce and Industry of Serbia Office to the UAE, Business Director of Expo 2020 Serbia, and Vice-president of the International Association of Business Communicators (IABC) Gulf Chapter. Dr Marko is author or co-author of numerous research papers related to the strategic, crisis, investor and internal communications. 2 Authors 40 Shen, Hongmei, San Diego State University (USA) • Hongmei Shen (Ph.D., APR) is a professor and public relations emphasis head in the School of Journalism & Media Studies at the San Diego State University. She has published book chapters and articles on relationship management, conflict management, crisis communication, and health communication in a variety of top journals such as Journal of Public Relations Research, Journalism & Mass Communication Quarterly, Public Relations Review, Health Communication, Journal of Health Communication, and so on. Dr. Shen was the 2016 Associate Editor for the Journal of Public Relations Research. She is the recipient of various research and teaching awards and grants, including the 2019 Karen Russell Award for Most-Downloaded Article from the Journal of Public Relations Research and three Best Article Awards in Public Relations Journal. Dr. Shen has a professional background in media relations, marketing, and journalism, both in the United States and in China. She has been a member of the Commission of Public Relations Education, past chair of PRSA’s National Committee on Work, Life, and Gender, and past co-chair of the PRSA Research Committee. She was a keynote speaker for the 2015 PRSSA Western Regional Conference. Shepperson-Smith, Steve, CIPR (UK) • Steven succeeded Rachel Roberts Chart.PR, MCIPR as President in 2023, the 75th anniversary of the Institute. He is a Senior Corporate Communications Manager at Vodafone and has volunteered with the CIPR for the past 11 years, both as a former member of Council and current CIPR Board member. He Chaired the CIPR Greater London Group through the pandemic in 2020 and is the current Chair of the CIPR Finance Committee. Sievert, Holger, Macromedia University of Applied Sciences (Germany) • Prof. Dr. Holger Sievert is full professor for Communication Management at Macromedia University of Applied Sciences. He also heads the Cologne Media Faculty as well as the national Research Committee of his institution. In addition to teaching, he has always been active in communication management functions including Roland Berger Strategy Consultants, the Bertelsmann Foundation and the large German communication agency komm.passion. In research, he focuses on interactive, international and internal communication. His recent studies at the Macromedia University were conducted for partners such as the German Foreign Office, The Federal Press Office, the Council of Europe, Payback, TUI or Vodafone. Singh, Shreya, The University of Queensland (Australia) Sriramesh, Krishnamurthy, University of Colorado (USA) • Krishnamurthy Sriramesh, is Professor of Public Relations at the University of Colorado, USA. He is recognized for his scholarship on global public relations, culture and public relations, corporate social responsibility, and public relations for development. Over almost 30 years he has advocated the need to reduce ethnocentricity in the public relations body of knowledge and practice in 8 books, over 120 articles and book chapters, and over 120 conference presentations around the world. His rich teaching experience includes teaching at 10 universities on four continents while also delivering seminars/talks in over 40 countries. He has won several awards for teaching and research at different universities including the 2004 Pathfinder Award from the Institute for Public Relations (USA) for “original scholarly research contributing to the public relations body of knowledge.” 2 Authors 41 Steiner, Luka, Športna Loterija (Slovenia) • »Luka Steiner took over the management of the Sports Lottery in 2021 in order to ensure stability in a changing and risky business environment. The past years have shown new and unpredictable risks in the industry, together with changes in the whole surroundings, such as higher living costs, nearby war, electricity risk and so on, which had to be limited by decisive measures and the establishment of crisis management. Even before taking up the position of Chairman of the Management Board, as a member of the Management Board, he was responsible, among other things, for the successful marketing and corporate communication, to which the company’s sponsorship partnerships are directly linked. The new strategic direction of the company puts greater emphasis on the core business and its positive impact on stakeholders, and in particular more actively addresses the sustainability aspect of the Sports Lottery’s operations. The main idea now is hot to be able to run such company in every single economic situation. Academically, Luka Steiner has a background in law, which he successfully combines with numerous roles in Slovenian and international sports organisations and projects. Stoeckle, Thomas, Bournemouth University (UK) • Thomas Stoeckle is a post-graduate researcher (Ph.D.) at Bournemouth University’s Faculty of Media and Communication, and a partner at communication agency Dot I/O Health. Originally from Germany, Thomas has lived and worked in London since 2000, pursu-ing a career in media intelligence and communication consulting, most recently at Lexis Nexis. He teaches public communication related topics at PR Academy UK, Bournemouth University UK, and Quadriga University of Applied Sciences in Berlin.He is the founder and co-host of a podcast on data, marketing and communication, TheSmall-DataForum (www.smalldataforum.com), Member of the Commission for the Measurement and Evaluation of Communication at the Institute for Public Relations, Member of AMEC (the International Association for the Measurement and Evaluation of Communication), and a Fellow of the Salzburg Global Seminar. Sutton, Lucinda B, North-West University (South Africa) • Lucinda B Sutton teaches various corporate communication and public relations modules at undergraduate and postgraduate level at the North-West University (NWU), South Africa. She obtained her PhD in Communication on the topic of Internal Communication Trends in South Africa. Furthermore, she holds a MA degree in Communication Studies and a BA Hons degree in Corporate Communication Management which she both received cum laude. Her research interests and publications stem from her experience in practice as a communication practitioner, which involves strategic communication with a specific focus on managing relationships with internal and external stakeholders. Swiatek, Lukasz (Luk), University of New South Wales (Australia) • Dr. Lukasz Swiatek lectures in the School of the Arts and Media (within the Faculty of Arts, Design and Architecture) at UNSW Sydney. He draws on a wealth of practical industry experience in both his teaching and research. Over the years, he has taught a range of undergraduate and postgraduate (junior and senior) courses in media studies, communication, and international and global studies. He supervises PhD, Masters and Honours students. With various colleagues, he has co-led extracurricular programs for students (that have developed their leadership capabilities and enterprise skills), as well as facilitated industry events. Currently, he mainly undertakes research in: media and communication (looking at professional communication, as well as the implications of developments in various technologies – such as artificial intelligence (AI) – on communities, organ- 2 Authors 42 isations and communicators); higher education (focusing on cultural competence and practitioner advancement), and cultural studies (investigating different aspects of social status and public recognition – including accolades and celebrity – as well as entertainment). Špoljarić, Anja, University of Zagreb (Croatia) • Anja Špoljarić, Ph.D., is a research assistant at the Faculty of Economics and Business, University of Zagreb, where she received the title of Doctor of Science in April 2023. She was also awarded both her undergraduate (bachelor’s) and graduate (master’s) degrees at the Faculty of Economics and Business Zagreb. During her undergraduate and graduate studies, she spent three years as a student assistant for marketing communications courses, such as “Public Relations”, “Advertising”, “Integrated Marketing Communication”, and for “Marketing Management” course. She conducted her research as a part of a Croatian Science Foundation project titled The role of internal communication in an organization: position, channels, measurement and relationship with related concepts. She is the author and co-author of eight scientific papers, one scientific monograph and one university textbook. Her research is mostly focused on internal communication and employer branding. Šporčić, Mateja, Polytechnic of Baltazar Zaprešić (Croatia) • Mateja Šporčić is a lecturer at the Baltazar Polytechnic in Zaprešić in Zaprešić, Croatia, where she teaches communication management, public speech, creative writing in PR, business communication and intercultural communication. She has MA degree in Croatian philology and Comparative literature. She is also PhD student in Linguistics at the Faculty of Humanities and Social Sciences, University of Zagreb, Croatia. Her research interests are, among others, language of the media, social corporate responsibility and corporate identity. Talluri, Marco, Ambientenonsolo (Italy) • Journalist and communicator, directs the blog ambientenonsolo.com on communication, environment, sustainable development, sustainable mobility and more. A graduate in political science with a master’s degree in communication and media, he worked as communications manager (1988-2003) of ATAF, a public transport company, then, (2003-2021) of ARPAT, a regional agency for environmental protection. In that capacity he coordinated (2015-2021) the network of communicators of the National System for Environmental Protection (SNPA). He has written numerous articles in various journals and a few books; retired from April 2021, he collaborates on environmental communication, training and environmental data dissemination projects. Tam, Lisa, Queensland University of Technology (Australia) Taylor, Maureen, University of Technology Sydney (Australia) Tejada, Catalina, Royal Holloway, University of London (UK) Tench, Ralph, Leeds Beckett University (UK) 2 Authors 43 Thompson, Gareth, University of the Arts London (UK) • Gareth Thompson is a Senior Lecturer at London College of Communication, University of the Arts London. He has worked in public relations in the corporate, finance and technology sectors for over 20 years, as well as teaching the subject in London and at the French business school, ESCEM, in Poitiers. His book on Post-Truth Public Relations: Communication in an Era of Digital Disinformation, was published by Routledge in 2020. Tisch, Daniel, Argyle (Canada) Tkalac Verčič, Ana, University of Zagreb (Croatia) • Ana Tkalac Verčič, Ph.D., is a Full Professor of Marketing communications and Public Relations at the Faculty of Economics and Business, University of Zagreb, Croatia. She is a former Fulbright scholar and a recipient of the Chartered Institute of Public Relations diploma. Ana Tkalac Verčič has authored, co-authored and edited numerous books including Public Relations Metrics: Research and Evaluation (with B. van Ruler and D. Verčič) and is the author of the first Croatian public relations textbook. She has published more than a 100 papers in various academic journals and serves in various editorial boards such as International Journal of Strategic Communication, Journal of Public Relations Research and Public Relations Review. Throughout her career professor Tkalac Verčič has received numerous awards, most recently, GrandPRx, the award for the development of public relations as a profession. She is currently the president of the Croatian Public Relations Association. Toure Zagrajšek, Karidia, NLB Group (Slovenia) Tremblay, Solange, Interdecom (Canada) • She is the Founding president of the SUSTAINABILLITY|COMMUNICATION Group and was previously an associate professor at Université du Québec à Montréal. Solange Tremblay is considered a pioneer in research-expertise on sustainable development communication in Canada. Uzelac, Marija, University of Zagreb (Croatia) Valentini, Chiara, University of Jyvaskyla (Finland) • Chiara Valentini, Ph.D., is Professor and Head of Corporate Communication Discipline, at Jyväskylä University School of Business and Economics (JSBE), Finland. She also holds an Adjunct Professorship in Strategic Communication at IULM University, Milan, Italy. Dr. Valentini is the author of numerous peer-reviewed publications and books in strategic public relations, public and government communication, and crisis communication in the digital environment. Her work has appeared in several international peer-reviewed journals, and has authored and co-authored over hundreds of scholarly works. Dr. Valentini serves as a reviewer of several international peer-review journals and is member of the editorial boards of leading international communication journals. She has worked for and consulted organizations and public institutions of several countries, including the Italian Representation of the European Commission in Rome, Italy, and the European Movement International Secretariat in Brussels, Belgium, and is active with several professional organizations. 2 Authors 44 Vaz de Almeida, Cristina, CAPP – ISCSP (Portugal) Vazzoler, Sergio, Amapola (Italy) • Public relations consultant, specialising in corporate communication, CSR and sustainability communication. Sergio was born in 1973. He graduated in Communication Science in 1997 (Turin University) and began his professional career in 1998 at Red Hot Peppers, a Milan-based public affairs agency. In 2000 he joined the MR & Associati Comunicazione, institutional and political communication agency, becoming a partner in 2005. Sergio joined Amapola in 2011 as a senior consultant, later becoming a partner, and has played a decisive role in building the agency’s specialisation in sustainability. He is a national director of the FERPI Italian public relations federation, with responsibility for the “environmental communication” area. Sergio is author of numerous articles and seminar papers on environmental communication, CSR and crisis communication. Publications: Libro Bianco della Comunicazione Ambientale. Pacini Editore, 2020 and L’anello mancate. La comunicazione ambientale alla prova della transizione ecologica. Pacini Editore, 2022 Verčič, Dejan, University of Ljubljana and Herman & partnerji (Slovenia) • Dejan Verčič is Professor, Head of Centre for Marketing and Public Relations at the University of Ljubljana, and Partner in strategic consulting and communication company Herman & partners Ltd. Slovenia. He received his PhD from the London School of Economics and Political Science, UK. A Fulbright scholar, recipient of the Pathfinder Award, the highest academic honour bestowed by the Institute for Public Relations (IPR) in New York, and named a Distinguished Public Relations Scholar by the European Public Relations Education and Research Association (EUPRERA). In 1991 he was the founding director of Slovenian national news agency (STA). Organizing the annual International Public Relations Research Symposium – BledCom since 1994. Vrdelja, Mitja, NIJZ (Slovenia) • Mitja Vrdelja is a Master of Science in Public relations and a doctoral student of Public relations at the Faculty of Social Sciences at University in Ljubljana. He is the Head of Communications Department at the National Institute of Public Health Slovenia. He has experience in various communication fields – internal communication, media relations, crisis communication, risk communication, strategic communication, corporative communication, etc. He is an active researcher in the field of public relations and health communication. He conducted the first national research of health literacy in Slovenia. He also works as a lecturer in the field of communication. Vujnovic, Marina, Monmouth University (USA) • Dr. Marina Vujnovic, Ph.D., APR is Professor of Journalism and Public Relations in the Department of Communication at Monmouth University. Native of Croatia, Dr. Marina Vujnovic, came to United States in 2003 to pursue her graduate education in journalism and mass communication. Before coming to United States she worked as a journalist before becoming a research assistant at the University of Zagreb. She also worked as a PR practitioner for Cyprian based PR agency Action Global Communications. She received her MA in Communication from the University of Northern Iowa, and her PhD at the University of Iowa in 2008. She is an author of Forging the Bubikopf Nation: Journalism, Gender and Modernity in Interwar Yugoslavia, co-author of Participatory Journalism: Guarding Open Gates at Online Newspapers, and co-editor of Globalizing Cultures: Theories, Paradigms, Actions, and most recently a co-author of Higher Education and Disaster Capitalism in the Age of COVID-19. Dr. 2 Authors 45 Vujnovic’s research interest focuses on international communication and global flow of information, journalism studies; intersections of public relations and journalism, and explorations of the historical, political-economic, and cultural impact on media, class, gender, and ethnicity. Wang, Qinghua, Cable and Network Co. Ltd. (China) • Vice General Manager, Jiangning Branch of Nanjing Radio and Television Network Company. Research orientation: Media Management, Mass Communication, Crisis Management, and Public Relations. Wang, Yijing , Erasmus University Rotterdam (The Netherlands) • Yijing Wang, Ph.D. is an organizational communication scholar specialized in the study of crisis communication, corporate social responsibility and reputation management. She is Associate Professor in the Department of Media and Communication at Erasmus University Rotterdam. She serves as Vice Chair of the ECREA Crisis Communication Section, Associate Editor of the Corporate Reputation Review, and Editorial Board Member of the Business Horizons. She obtained a PhD degree in Corporate Reputation and Stakeholder Management from Rotterdam School of Management (RSM), Erasmus University Rotterdam. She has published in leading field journals such as Journal of Business Ethics, Journal of International Management, Business Horizons, Convergence, International Journal of Communication, Corporate Communication: An International Journal, among others. Watt, Ned, The University of Queensland (Australia) • Ned Watt is a postgraduate student studying the intersection of technology and society from Turrbal and Yugara land at QUT in Brisbane, Australia. His current projects include examining the implications of Large Language Models for fact-checkers and investigating traditional and social media coverage of climate change, renewable energy, and sustainability. Weder, Franzisca, The University of Queensland (Australia) • Franzisca Weder, Univ. Prof. Dr. Franzisca Weder, University of Queensland, Brisbane (Australia), is researching, writing and teaching in the areas of Organizational Communication and Public Relations with a specific focus on Sustainability Communication and Corporate Social Responsibility. She worked as Guest Professor at University of Alabama (USA), University of Eichstätt-Ingolstadt (GER), University of Waikato (NZ), RMIT (Melbourne, AUS) and University of Ilmenau (GER). Franzisca Weder is Chair of the International Environmental Communication Association (IECA). Westermann, Arne, ISM International School of Management (Germany) • He, Ph.D., born in 1972 in Bochum/Germany, is Professor for Communications and Marketing at the International School of Management (ISM) in Dortmund. He is the Program Director for the Master Program Strategic Marketing Management and Head of the Brand & Retail Management Institute @ ISM. Additionally, he is in charge of Marketing in the ISM’s educational division. He is author of several books, studies and essays dealing with corporate communications as well as 2 Authors 46 online communications and social media. In addition to his academic career he draws on vast experience as a practitioner and consultant in corporate and brand communications. Willis, Paul, University of Huddersfield and Leeds Beckett University (UK) Wolf, Katharina, Curtin University (Australia) • Dr Katharina Wolf is an Associate Professor in the School of Management and Marketing at Curtin University in Perth, Western Australia, and the Lead of the Faculty of Business and Law’s public relations program. Katharina draws on more than twenty years of communication and media experience, as an educator and industry professional. Her industry experience encompasses communication and research roles in Germany, Spain, the United Kingdom and Australia. Her research interests include community advocacy, civic engagement, public interest communication and diversity. Katharina is passionate about student-centred and work-integrated learning; a commitment that has been recognised with a number of local, national and international awards. Wolfgruber, Daniel, University of Vienna (Austria) • Daniel Wolfgruber is a postdoctoral fellow in the Department of Management at HEC Montreal. In 2023 he earned his Ph.D. in communication studies at the University of Vienna. His research focuses mainly onorganizational communication in the contexts of organizational culture, ethics and (un)ethical behavior in and of organizations, diversity and inclusion, as well as humor in the workplace. Wu, Jing, University of Ljubljana (Slovenia) • PhD student, Faculty of social sciences, University of Ljubljana. Research Orientation: Public Relations, Crisis communication, Integrated Marketing Communications, Misinformation, and comparative communication Wu, Shih Chia, The Chinese University of Hong Kong (Hong Kong, S.A.R. China) • Dr. Wu Shih-Chia, Deputy Director of M.S.Sc. in Corporate Communication from the School of Journalism and Communication, the Chinese University of Hong Kong (CUHK). Her recent research on social media usage behavior and influence in Greater China has received attention from academia, industry, and media. She also accelerates the learning of corporate social responsibility (CSR) communication studies in Taiwan and Hong Kong’s universities. Her latest new book, “Style Marketing” in Chinese, has been published. Prior to CUHK, as an accredited communicator with rich industry experience, Dr. Wu is specialized in global brand management, corporate & crisis communication, and strategic planning. She used to work at Chanel, P&G, and DaimlerChrysler as executive management team member and served as the corporate spokesperson. 2 Authors 47 Yeo, SunHa, University of Oklahoma (USA) • SunHa YEO is a senior researcher in the DaLI Lab at the University of Oklahoma. She worked in the public diplomacy field at the Korea Foundation (KF) in Seoul from 2005 through 2016 and received the Minister of Foreign Affairs Award in recognition of her achievements in the diplomatic field. She completed her Ph.D. in communication at Ewha Womans University in Seoul and lectured on Public Diplomacy and International Public Relations as an Invited Professor at the same university. She led and joined various governmental research projects in Korea, such as the Ministry of Foreign Affairs, the Ministry of Food and Drug Safety, and the Ministry of Culture, Sports, and Tourism. Her research focuses primarily on strategic communication, multicultural communication, risk communication, and the convergence of public relations and public diplomacy. Yue, Cen April, University of Connecticut (USA) • Cen (April) Yue is an Assistant Professor of Marketing, Advertising, and Public Relations at the University of Connecticut. Her research interests focus on internal public relations, leadership communication, organizational change management, and relationship management. She has published in scholarly journals such as Public Relations Review, Journalism & Mass Communication Quarterly, International Journal of Communication, and International Journal of Business Communication, among others. She has received over 10 top paper and research awards and recognitions from national and international communication associations and conferences. She is also a Research Editor at the Institute for Public Relations’ Organizational Communication Research Center. Zerfass, Ansgar, University of Leipzig (Germany) • Dr. Ansgar Zerfass is Professor and Chair of Strategic Communication at the Institute of Communication and Media Studies at Leipzig University, Germany. He is also Professor of Communication and Leadership at BI Norwegian Business School, Oslo, Norway, and Plank Scholar at the Plank Center for Leadership and Public Relations at the University of Alabama, USA. He is editor of the “International Journal of Strategic Communication”, Routledge, USA; Board Member of the International Communication Association (ICA), Washington D.C.; and lead researcher for the Global Communication Monitor series with (bi-) annual surveys in more than 80 countries. Zhao, Hui, Lund University (Sweden) Žabkar, Vesna, University of Ljubljana (Slovenia) 3 AbstrActs 48 Quo Vadis Communication? Results of a Survey Among Young German PR/ Communications Practitioners Adi, Ana, Quadriga University of Applied Sciences (Germany) Fechner, Ronny, Quadriga University of Applied Sciences (Germany) Seidenglanz, Rene, Quadriga University of Applied Sciences (Germany) Introduction and purpose of the study flect social change and that there is at least broad The COVID-19 pandemic has brought forward agreement that those who assume professional drastic changes into the entire job market includ-responsibility today and in the future have dif- ing for communicators. While the work became ferent attitudes than their predecessors. visible and acknowledged, practitioners have also reported higher levels of stress and burnout Methodology (Halliwel , 2022). This study therefore focuses This study used a standardized survey contain- on young PR/Comms professional in Germany ing items based on a literature review (theo- and their views of the profession looking both at retical concepts, findings of other empirical status quo and into the future. studies). Purposeful and snowballing sampling methods have been used including sharing the Literature review survey with Germany’s own PR association (BD- In the past years, several studies have explored Kom), the 160 participants into this study being the future of work including the Qualtrics Fu-selected based on their reported age (36 and un- ture of Work 2021 report and how expectations der), the databased and networks used ensuring and col aboration would be influenced by recent that participants are PR practitioners. developments – the pandemic, VUCA/BANI (Grabmeier 2020, Mack et. al. 2016). While rel- Results and conclusions evant for communicators, none of these studies, to our knowledge, has explored the world of PR/ • Choosing an employer the next leadership Communications per se. Moreover, while these generation values intrinsic and idealistic fac- studies report differences in age groups and em- tors are valued higher than extrinsic factors. brace generational definitions, they go about However, especial y those members without these categories lacking a critical and reflective children at the same time pursue a hedonis-approach. Our study aims to address both gaps. tic agenda. In doing so, it builds upon previous studies in- • Professional communicators aged below 36 vestigating perceptions of the future of PR (Adi consider themselves dealing with the ramifi-2019, Seidenglanz/Fechner 2021, Zerfaß et. al. cations of a VUCA world. To a lesser degree 2022 etc.) and focuses on a younger demograph- they feel impacted by developments which ic driven by the argument that generations re- are typical y ascribed to the BANI concept. 3 AbstrActs 49 So they do not see a – at least not yet a com- References pleted – change from a VUCA to a BANI Adi, Ana (2019): PR2025: trends, competences world. and solutions forthe near future of PR/Com- • Despite progressive attitudes are typical y at-munications – Results of a Delphi method tributed to younger generations it is all about study. Berlin: Quadriga University of Applied trust, which is considered as the most im- Science. In: https://www.quadriga-hochschule. portant challenge within the next five years. com/app/uploads/2021/03/QHS_PR2025_ This is true for all PR/Communications pro- Adi.pdf. fessionals regardless of their age. • There is a significant gap between what PR/ Halliwel , James (2022): Half of PR Pros Suf- Communications does and what it should fered “Severe” Stress, Anxiety or Burnout last do regarding its societal but also the internal year. PR Week. https://www.prweek.com/ar- dimension. Idealist and less pragmatic atti- ticle/1799535/half-pr-pros-suffered-severe- tudes of the next leadership generation may stress-anxiety-burnout-last-year lead to a change of the profession within the Grabmeier, Stepan (2020): BANI versus VUCA: foreseeable future. a new acronym to describe the world. In: https://stephangrabmeier.de/bani-versus-vu- Practical and social implications ca/ (Download am 03.01.2022). • For practitioners and academics alike, this Qualtrics (2021) The Future of Work in 2021: study confirms the need of addressing the Perspectives on the next normal. https://suc- core contentious questions around the role cess.qualtrics.com/rs/542-FMF-412/images/ and mission of PR/Comms in society. Qualtrics-Future-of-Work-2021-Report.pdf • A focus on the social dimension of PR (social Mack, Oliver J./Khare, Anshuman/Krämer, An-impact and social value) requires a change in dreas/Burgartz, Thomas (2016) (Hrsg.): Man- training and learning practices which would aging in a VUCA World. Cham, Heidelberg, lend themselves to more col aborative, re- New York, Dordrecht, London: Springer Inter- flective and inter-disciplinary approaches. national. • Trust remains a core concept for PR. Provid- ing guidance on how to approach the con- Seidenglanz, René/Ronny Fechner (2021) Pro- cepts trust, trustworthiness and their link to fession Kommunikatorin / Kommunikator. transparency, authenticity, loyalty and repu- Die Berufsfeldstudie 2021. Berlin: Quadriga tation would be greatly beneficial for practi- Media. tioners. Zerfass, A./Moreno, A./Tench, R./Vercic, D./ Buhmann, A. (2022): European Communi- Keywords cation Monitor 2022. Exploring diversity and Future of PR, NextGen PR, FuturePRoof, German emphatic leadership, CommTech and consult-PR ing in communications. Results of a survey in 43 countries. Brussels: EUPRERA/EACD. 3 AbstrActs 50 Can PR solve wicked problems? Adi, Ana, Quadriga University of Applied Sciences (Germany) Stoeckle, Thomas, Bournemouth University (UK) Introduction and purpose Theory of Planning (Rittel and Webber 1973). It The role of public relations in addressing hy-distinguishes between tame problems, for which percomplex and multifaceted societal problems solutions based on science, data and established (such as sustainability) is being hotly debated, processes exist, and wicked problems, where no not least since the COVID-19 pandemic. Often, such solutions are available. debates are too generic to lead to usable, practical advice: for example, what might be a mean- The authors of this study argue that sustainabili-ingful answer to the question about the role and ty is one of many wicked problems that modern purpose of PR in addressing societal problems? societies are faced with. Analogous to Tolstoy’s PR as a function is different for a global fossil opening line in Anna Karenina, “VUCA prob-fuel business, a local government department, or lems are all alike; every wicked problem is wick-an environmental NGO. The same is true for the ed in its own way”. This remains a much underes- individuals or groups practicing PR, and their timated reality, including for PR and its fraught responsibility – to their employer or client, to relationship with persuasion. society, and to themselves. However, we argue, at its core, PR always aims to persuade. It is nec-Thus, we see VUCA as part of a modern(ist) par- essary to be precise about context and potential-adigm, addressing complexity with more com- ly conflicting interests (if not dilemmas) arising plexity, more data, more process. As yet, there from PR’s organisational purpose and function, is scant evidence that this works – the status of as well as from the actions of practitioners. the UN Sustainable Development Goals, or ESG reporting being labelled greenwashing, il ustrate Literature review the point. Sustainability is ‘en vogue’ as a topic of public Accepting wicked problems as what they are – and academic discourse. Some authors discuss which might occasional y lead to paradoxical it in the context of VUCA – to describe a vol- demands, where conflicting goals can not be met atile, uncertain, complex and ambiguous world at the same time – might provide a more prom- (Schick et al. 2017). A recent book by PR prac- ising path. This also aligns with metamodern titioners, exploring the growing importance of conceptions that go beyond the modern vs post- purpose and authenticity, describes the shift modern dualism that has dominated academic from ‘VUCA1.0’ to ‘VUCA2.0’ as both risk, and discourse in PR for a long time. Consequently, opportunity for the field. if PR is to successful y navigate conflicting interests regarding loyalties and values in sustainabil-Another way to describe complex societal chal- ity discourse, a metamodern approach is needed lenges is the wicked problems concept, first that considers the context of the current practice introduced in 1973 in Dilemmas in a General through the lens of wicked societal problems. 3 AbstrActs 51 Methodology Keywords This is a theoretical, conceptual study, applying wicked problems, sustainabilty, persuasion, meta-a metamodern perspective to PR’s challenges modernism with sustainability communication, providing recommendations relevant for academics, prac- References titioners and educators. Adi, A. and Stoeckle, T., 2023. Public Relations as Responsible Persuasion: Activism and So-Results and conclusions cial Change. In: Pompper, D., Place, K. R. and Until PR finds a way to address its relationship Weaver, N., eds. The Routledge Companion to with persuasion, at individual, professional and Public Relations. London and New York: Rout-societal level, professional status and social ac-ledge, 302-314. ceptance will remain elusive. We therefore call Pesch, U. and Vermaas, P. E., 2020. The Wicked- for more discussion of the responsible meta- ness of Rittel and Webber’s Dilemmas. Admin- modern organisational persuader. Some recom- istration & Society, 52 (6), 960-979. mendations for further discussion: • Introduce reflective practice in daily routines Rittel, H. W. J. and Webber, M. M., 1973. Dilem-to provide practitioners with opportunities mas in a general theory of planning. Policy Sci-to observe and reflect on values, culture, lan- ences, 4 (2), 155-169. guage to explore differences and identify bi- Schick, A., Hobson, P. R. and Ibisch, P. L., 2017. ases Conservation and sustainable development in • Establish ethics conversation forums and a VUCA world: the need for a systemic and build a library of cases ecosystem‐based approach. Ecosystem Health • Create spaces for arbitration where disputes and Sustainability, 3 (4), 1-13. and opposing views can be presented and discussed • Reconsider and explore mandatory profes- sional licensing options Practical and social implications In their 2020 review of Rittel and Webber’s wick-ed problems essay, Pesch and Vermaas conclude that it has become almost impossible to “resolve the fundamental question whose or what conception of the societal good can be accepted as the “good” that is served by administrative ac- tivities” (Pesch and Vermaas 2020, p.969). This highlights PR’s challenge in addressing sustain- ability, or even the wider ‘social good’. Wickedly complex as these questions may seem, they need to be addressed openly and head-on to make PR sustainable in the sustainability discourse. 3 AbstrActs 52 Corporations in Borsa Istanbul-Bist sustainability index on the way to the strategic sustainable goals from tactical applications Aksoy, Zeynep, Izmir University of Economics (Turkey) Misci Kip, Sema, Izmir University of Economics (Turkey) Introduction and purpose of the study work (Golob, Podnar, & Zabkar, 2022). A useful The sustainable development goals (SDGs) are typology suggested by Newig et al. (2013) distindefined and prioritized by the United Nations guishes different forms of sustainability commu- (UN) in order to protect the planet, eliminate nication: communication about sustainability poverty, and fight against inequality and injus- (public discourse oriented), communication of tice. In this context, sustainable development sustainability (persuasion oriented), and com- has become a priority on the agenda of the glob- munication for sustainability (societal transfor-al business. Being a core management function mation oriented). Although organizations claim that they aim to mobilize and transform their in building favourable relations with all stake- stakeholders for a sustainability-oriented life so holders, public relations play a significant role in that a positive impact can be created, it is argu-strategical y communicating the sustainability able whether they consistently act and commu- strategies and actions of the corporates. In or- nicate in sustainability issue. In Turkey, research der for sustainability to be reflected in corporate on sustainability involve either optimistic evalu-behavior, it is important to define organizational ations of governmental organizations or limited vision, mission, purpose and/or values accord- case studies on specific SDGs, sectors or the soingly (Simões and Sebastiani, 2017). This study cial media. aims to examine the extent to which companies internalize, adopt and communicate the issue of Methodology sustainability. To this end, the research questions address which of the SDGs companies focus on In order to reveal an understanding on the sus- and to what extent the concept of sustainability tainability actions and communications of the is reflected in the goals, vision, mission and val-corporates, the study focuses on the companies ues of the organizations. listed in Borsa Istanbul-BIST Sustainability In- dex. BIST Sustainability Index constitutes of Literature review shares of companies trading in Borsa Istanbul markets in Turkey with high performance on As a relatively new concept and an emerging corporate sustainability (https://www.borsais- field of study, sustainability communication re- tanbul.com/en). Within this scope, the research quires a clear conceptual and theoretical frame- sample includes all 61 companies in year 2020 3 AbstrActs 53 index. From a qualitative approach, the study Practical and social implications uses content analysis method to examine corpo- Today, corporates claim having a leading role rate web sites and sustainability and integrated and advocacy in the issue of sustainability. How-reports of year 2021. Content analysis was car- ever, such discourse underestimates the active ried out with an open coding system through role of the civil society, the media and communi-studying and discussing the textual data by the cation experts following up global issues, which two researchers. has long been trying to remind business of their responsibility to the planet and humanity. This Results and conclusions study attempts to reveal a holistic picture over Analysis of the qualitative data demonstrates the business environment in Turkey. Within this that the most concentrated SDGs by the com- context the study will provide implications to panies are decent work and economic growth the business and corporate communication pro- (83,6%), responsible consumption and produc- fessionals how they can potential y contribute to tion (80,3%), and climate action (77%). On the a social transformation. other hand, the least concentrated SDGs are no poverty (16,4%) and zero hunger (16,4%). The Keywords results reveal that the business in Turkey focuses UN sustainable development goals, sustainability mainly on economic growth, employment and communication, corporate identity, corporate be-production processes. Climate crisis is also con-haviour sidered to be a major issue, while there appears to be less engagement in other planetary and human-related issues such as quality education, References diversity and equality. Golob, U., Podnar, K., & Zabkar, V. (2022). Sustainability communication. International Jour-In the study, the goal, vision, mission and val- nal of Advertising, 1-10. ues of the companies were examined whether Newig, J., Schulz, D., Fischer, D., Hetze, K., Laws, the sustainability concept was manifested. It was N., Lüdecke, G., & Rieckmann, M. (2013). found that, of 61, only one company included Communication regarding sustainability: sustainability both in its vision and values; and Conceptual perspectives and exploration of of the 58, nine companies mention sustainability societal subsystems. Sustainability, 5(7), 2976-in their vision statements. It is remarkable that 2990. half of the sample (n=32) do not ever mention about sustainability in their vision, mission or Simões, C., & Sebastiani, R. (2017). The nature values. of the relationship between corporate identi- ty and corporate sustainability: Evidence from In the ongoing process of the research, the links the retail industry. Business Ethics Quarter-between SDGs, corporate social responsibility ly, 27(3), 423-453. projects and communication activities of the companies will be evaluated by utilizing the model proposed by Newig et al. (2013). This will enable to bring forward an overall picture of corporates in their approaches to sustainability communication. 3 AbstrActs 54 Caring or selling? Communicating values or promoting products in PR education Barlik, Jacek, University of Warsaw (Poland) Introduction and purpose of the study tainability of modern institutional communica- Public relations research and education have tion, according to PR students and educators. long been perceived as functional to the public relations industry. However, serving corpora- RQ1 – Are PR students taught about values, eth-tions’ PR needs and grooming communication ics, social and political issues, activism, social experts to support their business objectives were responsibility, and sustainability in PR (in addi-often questioned by critical and postmodern tion to technical and communication skil s)? scholars who wanted to shift the PR field to- wards a more activist- and social issues-friend- RQ2 – What are PR students’ opinions on these ly position, starting from their research agenda intangible aspects of their PR education? Do and PR curricula. Such a standpoint has become they know why these subjects are taught at PR popular recently, mostly among younger publics schools? Do they see them as valuable? How – if in developed countries, who expect much more at all – do PR students plan to apply these issues from businesses than meeting the demand for in their PR careers? new products and services. Corporations and their PR functions are now RQ3 – How do PR students and educators eval-charged by their stakeholders with addressing uate the PR industry when it comes to commu- social, political, and ideological themes and hon-nicating values and addressing ESG (environ- estly cooperating with activists. Yet, at the same mental, social, governance) issues, transparency, time, PR curricula still lag behind these expec-equality, diversity, activism, and other causes? tations and rarely deal with subjects other than technical skil s, efficiency, and performance, like Literature review communicating values, deliberative democracy mechanisms, negotiations, and sustainability, Scholars have long pointed out that approach-which freshly-minted PR specialists will have to ing PR research and education from a purely handle in real-life situations. functional, managerial, and skill-based position – beneficial mainly for practitioners – should be supplemented with a broader social impact Research questions and relationship perspective, involving different Therefore, it might be beneficial to ask several stakeholders to ensure long-term organizational questions concerning the relationships between livelihood and sustainable future for the organi-PR education and communicating values, social zation, its environment and the society at large responsibility of the PR industry, and the sus- (L’Etang, McKie, Snow, & Xifra, 2016). Conse- 3 AbstrActs 55 quently, the role of PR is expected to shift from technical and communication training required a functional, transmissive process on behalf of by the industry) can bode well for long-term an organization or brand to a co-constructive sustainability policies and efforts of institutions and transformative joint effort of different stake-employing young PR practitioners. holders to promote public interest and social issues (Weder, 2022). Keywords Research shows that the vast majority of PR stu- activism, communicating values, public relations dents believe business can and should contribute education, social causes, sustainability to solving social and political problems (USC Annenberg, 2022), sometimes with activists Literature whose practices, experience, and voices are un-Hou, J. Z., & Wang, Y. (2022). Creativity is Key: der-represented in the public relations industry, Using Creative Pedagogy to Incorporate Ac-research and education. Therefore, the emerging tivism in the Public Relations Classroom and field of activist public relations needs to be more Beyond. Journal of Public Relations Education, often included in the PR curricula and treated vol. 8 no. 2, 78-110. seriously by corporations, brands, and organiza- tions in their communication strategies (Hou, & L’Etang, J., McKie, D., Snow, N., & Xifra, J. (eds.) Wang, 2022). (2016). The Routledge Handbook of Critical Public Relations. New York, London: Rout- ledge. Taylor & Francis Group. Methodology USC Annenberg Center for Public Relations The planned research will apply mixed methods: (2022). The Future of Corporate Activism. qualitative (interviews with PR lecturers: aca- 2022 Global Communication Report. Los An- demics, and adjuncts) and quantitative (online geles, California, March 2022. surveys among PR students in a European coun- try). Respondents (both teachers and students) Weder, F. (2022). Strategic problematization of will be recruited at several universities that run sustainability reframing dissent in strategic PR sequences in the country. The PR students’ communication for transformation. Public Re- perceptions about teaching values and ethics lations Inquiry, vol. 11 no. 3, 337–360. and preparing them to cope with social issues and sustainability themes will be juxtaposed with opinions of their instructors on the same subjects. Results and conclusions The research will shed light on the level of preparedness of PR students, teachers and PR cur- ricula to meet expectations of younger gen- erations (especial y Gen Z) to cooperate with activists and address social, political, and cultural issues in organizational communication. Moreover, such commitment to teaching about values during PR studies (as opposed to merely 3 AbstrActs 56 Connecting the networking nodes for sustainable student wellness: The case of UJ’s student wellness programme and role of a PR educator Benecke, Dalien Rene, University of Johannesburg (South Africa) Introduction to the study The University of Johannesburg (UJ) have an av- Wellness has become an important topic follow- erage number of 52 000 registered students per ing Covid-19 demanding from public relations annum, making it one of the biggest residential and strategic communication practitioners to and contact universities in the country. Formal understand, plan and evaluate interventions to university structures are available to students improve and sustain stakeholder wellness. With- to assist with the transition from high school to in a university context, students as a key stake-tertiary and include departments such as stu- holder group, require special attention given the dent affairs (including accommodation, student expectations, contractual obligations and social associations and food aid), financial aid, psycho-impact their engagement with the institutions’ logical services, academic support, health clinics staff and structures represent (Patrick, 2022). and a sport bureau. Connecting these depart- Student wellness within a comprehensive uni- ments and their respective objectives require a versity such as University of Johannesburg, is concerted effort such a networked perspective. complex given the diverse cultures, individual needs, generational influence, digital compe- In applying the network theory (Borgatti & Haltence and educational backgrounds. In addition, gin, 2011) and network perspective (Yang & environmental and external factors such as high Saffer, 2019) to identify nodes and their func- youth unemployment in South Africa, expecta- tion to student wellness, this study aims to prestions from family and communities, financial ent the emerging process of the symbolic inter- support and changing world of work contribute mediation role of a public relations educator to the complexity of student wellness at a univer- (Benecke, 2019). The multiple roles public rela- sity in the global south. tions educators occupy provide them with the symbolic power to promote inclusivity, diverse Universities are mandated to provide students views, embrace dissent as a catalyst to change, with relevant education and training, to develop and influencing social change (Benecke, 2019). them social y, mental y and emotional y while at university and ensuring long-term sustainability Literature review of funding and relationships (USAf, 2023). Public relations scholars have been researching the development of stakeholder networks, the various nodes and actors involved, how these re- 3 AbstrActs 57 late to each other and the issue at hand as well as Contribution of the study the influence of these networks on society (Yang The contribution of this study will be the docu- & Saffer, 2019). Borgatti & Halgin (2011: 1168) mentation of student wellness support structures distinguish between “network theory which is within a complex and diverse university context about the consequences of network variables” together with the involvement of a PR educator. while “the theory of networks refers to the pro- cesses that determine why networks have the structures they do”. The aim of this study is to References identify the processes involved to develop stu- Benecke, D.R. (2019). The social representation dent wellness networks. of Public Relations Activism in early career South African Public Relations Practitioners. University student support structures stretch Unpublished doctoral thesis. University of Jo- across various departments and faculties often hannesburg. resulting in some student needs either being Borgatti, S.P., & Halgin, D. S. (2011). On Net-missed, leaving the student to fend for them- work Theory. Organisation Science, 22 (5), selves, or assistance being duplicated such as stu-1168-1181. dents being referred for psychological support services by several lecturers given their poor ac-Cutler, A. (2004). Methodical failure: the use ademic performance. Developing a network of of case study method by public relations re- support amongst the various stakeholders with searchers. Public Relations Review, 30 (3), pp. the student being at the centre is linked to the 365 – 375. student-centred approach followed by UJ. Hedding, D. W., Greve, M., Breetzke, G. D., Nel, W., & Jansen van Vuuren, B. (2020). Public relations and strategic communication COVID-19 and the academe in South Africa: are well-established and very successful pro- Not business as usual. South African Journal grammes offered by UJ with several lecturers of Science, 116(7/8). https://doi.org/10.17159/ qualified with doctoral degrees and several years sajs.2020/8298 of industry and academic experience. As active faculty members and known for their caring na- Patrick, J. (2022). Student leadership and student ture (voted as the most caring department in the government. Research in Educational Admin-Faculty of Humanities 2022), PR educators are istration & Leadership, 7(1), 1-37. often expected to occupy multiple roles, includ- Universities of South Africa (USAf). https:// ing a symbolic intermediary role. www.usaf.ac.za/home. Accessed on 31 January 2023. Research approach and data collection A case study research approach (Cutler, 2004) is followed to investigate the various university student support structures (as nodes) and their ties to student wellness. Interviews with key decision makers within these support structures will analyse their ties, processes and results. 3 AbstrActs 58 Porn, Positioning and Power: Understanding the exclusion of Porn Pedallers from British Cycling Bowman, Sarah, Northumbria University (UK) Bridgen, Elizabeth, Sheffield Hallam University (UK) Introduction and Purpose of Study is limited in public relations scholarship. The In Spring 2019 a cycling club for adult indus- concept of stigma (and positioning to stigmatise try workers who enjoy social and competitive others) is rarely discussed as a public relations cycling called ‘Porn Peddlers’ had its British strategy, with studies preferring to focus on pub-Cycling affiliation revoked due to links with lic relations as a management function. Little at-pornography (British Cycling is the national tention has been paid to the work on stigma by governing body for cycle sport in Great Britain). e.g. Tyler (2020) that explores stigma as experi-Porn Peddlers was well established and had held enced at a personal level and sees stigmatization affiliation for several years (allowing it to collect as a process of power with the culture of stigma membership payments via the British Cycling embedded in neoliberal market structures. platform, giving it public liability insurance and permitting members to race competitively). The The adult industries as the focus of public rela-removal of this privilege resulted in considerable tions scholarship are largely overlooked (Brid-media attention in the cycling, mainstream and gen, 2023) but the strategies used by and against adult media. the adult industry are of interest when we con- sider the monetary value of the adult industry This paper explores how British Cycling used and the attention it receives in the media. Taken deliberate positioning techniques to stigmatize together there is a gap in the scholarship that can Porn Pedallers to justify its actions, shows how in part be addressed by this paper. the positions of the two organisations were re- framed by the mainstream media (often sala- Methodology ciously), and suggests ways Porn Pedallers could have used counter positioning techniques to An interpretivist case study method was de- lobby for readmittance to British Cycling. ployed drawing on content analysis of organisa- tional announcements, news articles and social media stories discussing British Cycling and Literature Review Porn Pedallers during March 2019. We draw Although work associated with positioning, on James’ positioning triangle (2014) to analyse framing and storytelling is extensive, this has content using three vertices: Position (associat-traditional y orientated towards marketing and ing Porn Pedallers as outsiders/others not up- apart from James’ work (2014) and the work that holding the values of British Cycling); Speech cites her, the specific use of positioning theory act/actions (the language used by British Cycling 3 AbstrActs 59 to associate Porn Pedallers with outsider posi- Practical and Social Implications tioning); and Storyline (how stories were used This paper has practical and theoretical value. to reinforce the unsuitability of Porn Pedallers First, it expands the understanding of position-as members of British Cycling and how the sto- ing theory to the adult industries through inte- ryline was (probably unhelpful y) reimagined by grating the concepts of legitimacy and power. the mainstream media). James’ positioning the- Second, we show how organisations under at- ory is based on the work of Harré & van Langen-tack can use media interest to potential y re- hove (1999) and takes a social constructionist position a debate. We il ustrate this through a approach to understanding why people say and revised positioning model but also show how a do certain things in their interactions with oth-particular position can also be reinterpreted by ers. The paper also draws on issues of legitimacy the news media. Third, we stress the role of stig-and power in positioning theory (Wise, 2019) matisation in public communication discourse to unearth deeper meaning as to why Porn Ped- and its salience in ‘othering’ those associated allers were unable to effectively counter-position with pornography. and challenge British Cycling. Keywords Results and Conclusions Public Relations; professionalism; stigma; posi-Research suggests British Cycling was able to tioning; pornography dominate media coverage by positioning Porn Pedallers as at odds with British Cycling’s aim of promoting ‘health and exercise’ and its role as References a membership organisation serving the British Bridgen, E (2023) “It’s Just a Job”: Public Rela-public. British Cycling was able to position it- tions in the Adult industry. In Bridgen, E. and self as acting according to w orld governing body Williams, SW (ed) (2023) Women’s work (in Union Cycliste Internationale (UCI) rules and public relations): An edited col ection. London: thus positioning itself as both enforcer and being Emerald (in press) enforced. This effectively shut down all debate as Harré, R., & van Langenhove, L. (1999). Posito whether Porn Pedallers should be allowed to tioning Theory: moral contexts of internation- affiliate. Despite support by some mainstream al action. In R. Harré & L. van Langenhove media including the British Daily Mail, and from (Eds.), Positioning Theory: moral contexts of famous cyclists, the club was not able to renew international action. Oxford: Blackwell Pub-its affiliation, or fight for a change in the rules, lishers Ltd. and the story vanished quickly from the media. Further positioning analysis suggests that even James, D. (2014) Positioning theory and strate- the news media broadly supportive of Porn Ped- gic communication. Routledge. dlers were using the issue as ‘clickbait’ largely to Tyler, I. (2020). Stigma: The machinery produce salacious content and were not active- of inequality. Bloomsbury Publishing. ly campaigning on behalf of the organisation. Wise, D. (2019). An Analysis of the Strengths Despite having its own strong storylines, Porn and Weaknesses of Applying James’(2014) Pedallers were constantly on the defensive and, Framework for Intentional Positioning in unable to use the media to its advantage, could Public Relations. Papers on Social Representa-not position itself differently or change the main tions, 28 (1), 8-1. narrative to its favour. 3 AbstrActs 60 “Unfaking” Climate Change. The Impact of Negatively Framed Content on CSR Communication, Company Evaluation and Purchase Intentions Chmiel, Michal, Royal Holloway, University of London (UK) Fatima, Sania, Royal Holloway, University of London (UK) Ingold, Ciara, Royal Holloway, University of London (UK) Mager, Leandra, Royal Holloway, University of London (UK) Reisten, Jana, Royal Holloway, University of London (UK) Tejada, Catalina, Royal Holloway, University of London (UK) Introduction and purpose of the study Literature Review Funding must be increased to $4.13 trillion ev- Van Marrewijk (2003) considers the scope of ery year by 2030 to address climate change ef- CSR to be delineated by all company’s activi- fectively, as compared to $632 billion spent in ties demonstrating the inclusion of “social and 2019 and 2020. Corporations were estimated to environmental concerns in business operations contribute 20% ($124 billions) of that spending. and in interactions with stakeholders” (p. 102). This investment of businesses should be com- Building on that definition, CSR communica- municated to audiences to generate more sup- tion refers to any statements which companies port for the climate change issues. At the same publish to inform the public about their CSR ac- time, environmental CSR communication can tivities. There is notable increase in the research-lead to different company evaluations. Unfor- ers’ interest in the perception of CSR communi- tunately, despite prevailing scientific consensus, cations and its impact on company’s evaluations some supporters of right-wing political ideolo- (e.g. Sen & Bhattacharya, 2001; Nan & Heo, gies still content climate change (Krange et al., 2007). 2021; Lewandowsky et al., 2017; Czarnek et al., 2021). Following the views of populistic opinion CSR communication can also become contro-leaders and politicians, certain audiences can la-versial, especial y when it is related to climate bel climate change communication as fake news. change. Not all stakeholders hold the same polit-Based on the social psychological findings sug- ical or climate related opinions. In fact, Krange gesting greater preference for negatively framed et al. (2021) demonstrated that climate change information among right-wing politics support- denial is associated with lack of trust in environ-ers (Hibbing et al., 2014), we were interested if mental institutions. more favourable evaluations can be produced if negative framing was used in CSR communica- Negativity bias, the principle that “negative tion on climate change. events are more salient, potent, dominant in 3 AbstrActs 61 combinations, and general y efficacious than people who exhibited weaker beliefs in climate positive events”, has been shown to affect espe-change (=considered climate change as fake cial y people with right-leaning political prefer-news) would show greater preference for nega- ences (Hibbing et al., 2014). Relevant findings tively framed CSR communication. The results about publics’ response to environmental CSR were opposite. Low support for climate change communication involving positive vs. negative combined with positively framed content led content categories have been mixed. For ex- participants to higher evaluation of CSR com- ample, DiRusso and Myrick (2021) found that munication ( F(1,239) = 13.04, p<.001), compa-right-wing individuals react better to positive ny’s actions ( F(1,239) = 15.39, p<.001), the com-stimuli. On the other hand, Olsen, Slotegraaf pany ( F(1,239) = 14.85, p<.001) and purchase and Chandukala (2014) showed negative effects intentions ( F(1,239) = 6.07, p<.01). We hypoth-of positive framing of green products. esise that promotion focus of audiences with lower beliefs in climate change may explain the Methodology preference for positively framed content. We recruited 245 participants ( M = 31.54, Age SD = 11.87) and collected information about Practical and Social Implications age their political preferences and climate change Our findings suggest that content categories beliefs using OC-AN questionnaire (Brown- used by companies communicating their sus- lee & Verbos, 2015). To test causal relationship tainability activities should be scrutinised with between variables, we created three versions of diligence. While publics who agree with the oc- CSR communication about a fictitious company. currence of climate change do not now show a Depending on the experimental condition, we preference for positive or negative content in used positively (vs. negatively) framed commu- CSR communication, those who doubt it, will nication about a company’s involvement in en- favour positively framed information. This find- vironmental activities, and a control condition ing may be particularly useful for companies containing general information about a compa- communicating with publics of countries where ny. Then, we asked participants about their eval-support for climate change is lower and the issue uation of the passage, its credibility, actions, the is labelled as fake news. company, and purchase intentions. Keywords Results and conclusions climate change, negativity bias, CSR communica-Consistently with our expectations, left-wing tion, fake news political attitudes were more positively associat-ed with beliefs in climate change occurrence ( b References =063, t(244) = 2.397, p = .017, R 2 = .023, F(1,244) = 5.74, p =.017). Hibbing, J. R., Smith, K. B. & Alford, J. R. (2014). Differences in negativity bias underlie vari- As our primary focus was on the relationship be- ations in political ideology. Behavioral and tween the label of fake news associated by some Brain Sciences,37(3):297–350. publics with climate change and the evaluation Lewandowsky, S., Ecker, U. K. H. & Cook, J. of environmental CSR communication, we de- (2017). Beyond misinformation: understand- cided to categorise our participants according to ing and coping with the post-truth era. Journal their beliefs in climate change. We predicted that of Applied Research in Memory and Cognition. 6, 353–369. 3 AbstrActs 62 van Marrewijk, M. (2003). Concepts and Defi- nitions of CSR and Corporate Sustainability: Between Agency and Communion. Journal of Business Ethics, 44, 95–105. Sen, S. & Bhattacharya, C. B. (2001). Does Doing Good Always Lead to Doing Better? Consumer Reactions to Cor- porate Social Responsibility. Journal of Marketing Research, 38 (2), 225–43. 3 AbstrActs 63 Towards a better future: An assessment of sustainability practices in the aviation sector from the perspective of public relations Çiçek, Meltem, Istanbul Maltepe University Vocational School (Turkey) The concept of sustainability, which was brought Referring to their sustainability approach, which on the agenda by UN Environment and Devel-is also expressed as maintaining the existence, opment Commission in 1987 with the statement functioning and productivity of ecological sys- of ‘Humanity has the ability to make devel- tems in the global context, companies have tak- opment sustainable to ensure that it meets the en many steps to fullfill their social responsibil-needs of the present without compromising the ities. Companies develop strategies upon these ability of future generations to meet their own initiatives by appealing to the mind and heart of needs”, is defined by Mohieldin (2017) as “an the public and make them visible to society and approach to development that uses resources in raise awareness with public relations practices. such a way that they continue to exist for others.” Aviation, which is a popular industry with the The concept, that Middleton and Havkins (1998) transportation solutions it offers, is still at the describe as “a state of balance in which there is forefront of the sectors that harm the environ-harmony between the activities of the human ment on a global scale. Flights produce high lev-population and their natural, social and cultur- els of carbon dioxide (CO2) emissions and many al environments” (Yavuz, 2016), underlines the negative environmental impacts. US Transpor- “balance” in the continuity of the ecological systation Research Board claimed the major envi- tem, while suggesting the necessity of achieving ronmental impacts of aviation as on global cli-a balance in consumption. mate change, air pol ution, emissions, ecology and natural habitat, noise, land and material use, Individualism based at the center of Frankfurt energy and water consumption, water pol ution School scholars Adorno and Horkheimer’s, crit- and wastes. (Transportation Research Board En- ical approach to consumption industry. Accord- vironmental Impacts of Aviation Committee, ing to the scholars; intellectuals should raise 2004). awareness of human beings against consumption slavery shaped by production systems. (Buğday The aim of this research is to investigate the sus-ve Babaoğul, 2016:189-190; as cited in Karasar, tainability practices and sustainability commu- 2019). In contrary to individualistic context, nication of the aviation sector, and to address public relations practitioners, performing sus- transforming sustainability solutions. To un- tainability communication, are capable of creat- derstand how aviation sector practice sustain- ing sense about common good among society. ability, case study method was used in this study 3 AbstrActs 64 from the perspective of qualitative approach and For further research, national and internation-gathered data was examined by content analysis. al public relations practices for sustainability in For specifying the sample purposive (relevance) aviation sector can be examined and compared. sampling technique was used. The two leading Evaluating the outcomes by getting stakeholder brands of the Turkish aviation sector, Turkish feedback is also be suggested. Airlines and İstanbul Airport, were selected as sample because they produce creative projects in Keywords terms of sustainability, consistently implement their sustainability policies, show the results of Sustainability, Public Relations, Sustainability their work with concrete data, report on regular Communication, Aviation Sector. basis and their efforts is deemed worthy of sev- eral international awards. The relationship between the sustainability policies and public relations practices of these companies has been examined within the framework of the following questions in the context of the literature: 1. How is a sustainable airline and airport characterized as? 2. What kind of strategies have been adopted in this regard to reduce negative impacts of aviation sector? 3. What is the relationship between organiza- tional structure and sustainability strategies? 4. What is the relationship between sustainabil- ity approach and corporate culture? 5. What features do sustainability report have as a public relations tool? 6. How sustainability communication is prac- ticed? In conclusion it is revealed that publishing corporate sustainability reports on regular basis, ensuring stakeholder interaction, stakehold- er participation, increasing social acceptance, social media and corporate web site usage for sustainability purposes, implementing activities for rasing sustainability awareness, integrating sustainability to corporate culture and using public relations as a tranformative agent for all these addressed activities creates meaningful improvements for achieving sustainability for future generations. 3 AbstrActs 65 Fruitful futures, well-founded fears, fallacious fantasies: how language professionals view the sustainability of their profession Doswell, Steve, Chartered Institute of Linguists (UK) Cinca, Lavinia, National School of Political and Administrative Studies (Romania) Introduction technological change. The principal focus is to Professional linguists practise their skil s with-gather perceptions about the nature and scale of in an uncertain environment. With continued these chal enges… among practising translators, downward pressures on historical y low fee-interpreters and members of other professions rates, the happenstance of Brexit and the grow-who offer and use foreign languages as a key ing use of AI-enabled technology, practitioners competence and as an important defining fea- in this sector are having to face up to a range of ture in their work and professional status… to-specific challenges. How they view this environ- gether with the conclusions that they themselves draw about the sustainability of their own liveli-ment, the conclusions they draw for their own hoods as they confront the combined impacts of livelihoods and practice and their predictions these challenges. for the sector as a whole, provide the basis on which a fruitful dialogue can be constructed and pursued between this distinct but diffuse public Phase 1 and those actors who seek to serve, represent, The fieldwork is being conducted during the first lead and engage with it. Specifical y, understand-quarter of 2023, principal y among members of ing how professional linguists perceive them- the Chartered Institute of Linguists (CIOL), the selves can be insightful and of practical value to UK’s Royal Charter membership body for lin-communication practitioners who engage with guists and language professionals. Entry into publics through campaigns, events or activities membership is gained through academic qual- in various languages, and with a wide geograph- ification, specifical y the attainment of specified ical scope. levels of competence in the use of modern for- eign languages. CIOL has a global membership Proposal and its members work in a variety of profession- al settings across a range of economic sectors. Our proposal is to present the findings of re- search conducted among modern language The fieldwork takes the form of individual in-practitioners into the sustainability of the linterviews and survey responses. Initial findings guists’ profession in the light of recent, current and conclusions will be presented at the CI-and emerging political, economic, social and OL’s Translators Day conference in March 2023, 3 AbstrActs 66 based on the results of a first phase of field re-The authors search among language practitioners under the This research project is being conducted by umbrel a title: Talking tongues: 100 Conversa- Birmingham-based Steve Doswel , corporate tions. communication practitioner, member of CIOL’s governing Council, former CEO of the Institute Following this presentation and the feedback it of Internal Communication and a past keynote elicits, the study will be broadened and further speaker and frequent participant at BledCom. aspects of this study’s central theme will be con-If this proposal is accepted for BledCom 2023, sidered for investigation. Steve will present the findings at Bled together with research partner Lavinia Cinca, EU public Phase 2 communication professional, based in Brussels. A second phase of fieldwork would then be con- Lavinia is also a past BledCom participant and ducted during April-May 2023, both to enlarge has presented research at Bled on three occa- the sample size and to gather additional exter-sions. nal insights into trends within the four reference domains (political, economic, social and technological). It is expected that this second phase of fieldwork will draw additional respondents from other well-recognised cohorts of practitioners from within the wider community of profession- al linguists. 3 AbstrActs 67 A Quarter Century Unravelling Capitol Hill’s Communication Managers Summaries and Updates on the Lives of Congressional Press Secretaries Downes, Edward J., Boston University (USA) Introduction and Purpose of the Study/ Methodology Research Question The paper is built on the evolution of findings This paper reports on the work of a unique, un- from roughly 17 data sets gathered between derstudied, often unrecognized, brand of public 1997 and 2022. Their data come from surveys relations professionals. That is, “press secretar-of, interviews with, a focus group among, sec- ies” (increasingly referred to as “communica- ondary sources that speak to the work of, and tions directors”) who individual y serve rough- ethnographic observations of, Congress’ press ly 435 Members of the United States Congress’ secretaries. The findings, which evolved over House of Representatives. Its research question many years, “matured as new data refined them.” is: What principles and processes guide Congres-Commonly, findings when first discovered were sional press secretaries’ communication manage-shared (primarily at academic conferences) as ment choices? “possibilities.” As additional research refined the findings, they were reported as “more definitive.” The Literature The ten findings noted in this paper are the most Only three published studies have used Cap-valid and reliable. itol Hil ’s press secretaries as units of analysis (Downes 1998; Hess 1991; Cook 1989). Recog-Results and Conclusions nizing this dearth, over 100 analyses describing First, a summary of aforementioned “more de-the nexus of “public relations,” “politics,” and finitive” findings is provided. These indicate the “public relations” were consulted. Works of doz- press secretaries: build deep, often personal, reens of scholars (Denton, Graber, Woodward, lationships with the Members of Congress they Iyengar, and many others) were reviewed. Occa- faithful y serve; describe their work with tradi-sional y, sources which were not academic/peer tional journalists as both “honest” and “guard- reviewed where also consulted. This allowed the ed”; make their own ethical choices based upon author to gain an “especial y broad, kaleidoscop-the worldview of the Members of Congress they ic collection of insights that speak-- to varying serve—setting their own values aside when nec-degrees--to the lives of Congress’ press secretar-essary; struggle with how/when/and to what ex- ies.” tent they will integrate on-line and new/social/ alternative/digital/emerging media into their 3 AbstrActs 68 work; are “deeply offended” by the label “spin In response, the author suggests that ultimately doctor”; et al. the press secretaries’ work is good for democ- racy. Recognizing criticism of that work (e.g., Second, a more extensive discussion of two ar-critics claim information subsidizers such as the eas--from which new findings are coming to press secretaries feed an increasingly “uncivil fruition--is provided. Here the author has both discourse” and “severe partisan divide in in the extended his literature review and conducted United States”) the author responds with the in- additional Zoom or in-person interviews with sights that spring from a quotation commonly today’s press secretaries; these interviews will attributed to Thomas Jefferson and definitively continue until a few days prior to the 2023 con- attributed to Ralph Nader--which speaks to the ference. press secretaries’ roles--and which supersedes such criticism. It states: “Information is the cur-The first area of more recent findings (affinitive rency of democracy.” This quotation builds the with this year’s conference theme) examines the foundation for the paper’s final section pointing press secretaries’ responses to issues of sustain-out the “positive social, political, cultural, and ability. Here (among other indications) the data economic influences of the press secretaries’ im-suggest those working for more liberal mem- portant jobs.” bers of Congress are more concerned about (and take more time) addressing sustainability Keywords: policies than those working for more conserva- tive Members. The second area of more recent Congressional communication management; findings discusses the “massive, perhaps pro- press secretary/communications director; Capitol found” changes social media have brought to Hil ’s messaging communication management on Capitol Hil . Here (among other indications) the data sug- gest increased dependence (for press secretaries serving both parties) on analytics when making communication management decisions. Practical and Social Implications The paper is a prelude to the author’s forthcom- ing book. Its working title is The Politics and PR of Capitol Hil ’s Image Makers: The Role of the Congressional Press Secretary, and it is under review by Bloomsbury Publishing. A question which the author has raised before and which is germane to this paper, the book, and much of the information shedding light the press secre- taries’ jobs arises: Is the press secretaries’ work good for democracy? 3 AbstrActs 69 Sustainability and conservatism Drapal, Andrej, andrejdrapal.com (Slovenia) The Purpose of the Study evaluated backwards. The purpose of the study is to clarify the term 3. The sustainability of complex systems like sustainability for the theory and practice of pub-individuals, society and ... lies in the antifralic relations. Namely: if the success of keeping/ gility (Taleb, 2014). Antifragility is grounded sustaining relations with publics mainly rests on individual interactions as much as pos- on communication and if communication rest sible two-way-symmetrical (Grunig et al., on the as precise denotation of terms used, then 1989) and should, for that reason, rest on the similar meaning of »sustainable« should be memetic intersubjectivity. tracked along various stakeholders and various 4. Reputation, as one of the cornerstones of practices where this term is used. public relations, is a value of intellectual capital as one of 6 capitals defined by contem- porary corporate reporting. (International Methodology Framework | Integrated Reporting, The methodology of this study is the semantic n.d.) analysis and its reference to various fields of 5. Sustainability is conservative; conservatism science and practice by the Consilience prin- is sustainable; both are prone to bottom-up ciple (Wilson) field theory (Bourdieu, Ein- adaptations. stein), evolutionary biology (Haig, Wagner, 6. Sustainability in communication is defined Maynard-Smith), communication (Shannon, as the ability of a memetic field to adapt so Sebeok), memetics (Fomin, Drapal) and public that it stays the same. This is also valid for a relations theory (from Grunig to Hal ahan, Hol-meme, so sustainability can be measured as tzhausen, van Ruler, Verčič and Sriramesh). fitness, which is defined by longevity, fidelity and fecundity. Results and Conclusions Practical and social implications 1. The meaning of the term »sustainability« Public relations is a theory and practice that uni-has lost its self-reflective power, a power to tes various social studies and humanities fields. re-evaluate its meaning in the context of It explains the culture in which organisations highly diversified sciences, technologies and and individuals act and thus helps practitioners sciences in a society of the 21st century that to manage relationships within organisations homogenises more and more along catch- and with the environment. If culture is one of phrases (political correctness) without even the outcomes of evolution, and if culture, its an option to challenge it. replication and mutation, is parallel to genetic 2. Since future changes are not known and can-change, theoreticians and practitioners of the not be known in the principle (Hegel, 2003), field should imply evolutionary theory and me- the realisation of sustainability can only be metics findings. Implications of this paper are 3 AbstrActs 70 theoretical, opening the spectre of sciences that porting. (n.d.). Retrieved 3 January 2022, should conciliate and practical, allowing prac-from https://www.integratedreporting.org/re- titioners to add new perspectives on what they source/international-ir-framework/ could do to manage as sustainable relations as Maynard-Smith, J., & Szathmary, E. (1999). The possible. Origins of Life: From the Birth of Life to the Origin of Language. OUP Oxford. Keywords Sebeok, T. A. (1989). The sign & its masters. Uni-Communication; evolution; memetics; sustain- versity Press of America. ability; intersubjectivity Taleb, N. N. N. (2014). Antifragile: Things That References Gain from Disorder (Reprint edition). Random House Publishing Group. Bourdieu, P. (1993). The Field of Cultural Pro-Wagner, G. (2014). Homology, Genes, and Evo- duction: Essays on Art and Literature (1st edi-lutionary Innovation. In Homology, Genes, and tion). Polity. Evolutionary Innovation. Princeton University Dawkins, R. (1976). The Selfish Gene (New ed). Press. https://doi.org/10.1515/9781400851461 Oxford University Press. Wilson, E. O. (2018). Consilience. Random Drapal, A. (2019). House Audio. https://www.audible.com/pd/ Einstein, A. (1905). Relativity: The Special and Consilience-Audiobook/B07CSJWW3L the General Theory (1st edition). Samaira Book Publishers. Fomin, I. (2019). Memes, genes, and signs: Se- miotics in the conceptual interface of evo- lutionary biology and memetics. Semiotica, 2019(230), 327–340. https://doi.org/10.1515/ sem-2018-0016 Grunig, J., Botan, C., & Hazelton, J. (1989). Symmetrical presuppositions as a framework for public relations theory. Public Relations Theory, 17–44. Haig, D. (2020). From Darwin to Derrida: Selfish genes, social selves, and the meanings of life. The MIT Press. Hal ahan, K., Holtzhausen, D., van Ruler, B., Verčič, D., & Sriramesh, K. (2007). Defining Strategic Communication. 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The latter is par- a fairer and more inclusive society mounts, and ticularly relevant in the context of social media more and more companies commit themselves communication about sensitive topics such as to corporate political advocacy (CPA), which DEI, because taking a stance against social in- rather abandons “consensus-driven communica- justices on social media can cause criticism and tion” and has a “focus on social change” (Ciszek thus challenges for corporate communication. & Logan, 2018, p. 119). Pointing to inequalities in a diverse society and taking a stance on such Methodology delicate issues on social media is one form of We conducted a content analysis of DEI-relat- CPA. We investigated which diversity, equity ed social media postings and subsequent critical and inclusion (DEI) related topics companies comments on the Facebook and Twitter pag- address on their social media platforms, how es of companies headquartered in the US and much and what kind of criticism those topics Germany/Austria. The sample included the 50 generate, and to what extent and how companies largest US and German-based companies plus respond to such critical comments. Additional- the nine largest Austrian companies (Forbes ly, possible differences between the social media Global 2000). First, the Facebook and/or Twitter communication of companies headquartered in pages of the selected companies were searched Germany/Austria and the US are addressed. for DEI-related postings focusing on the seven primary dimensions of diversity at any time in Literature review 2021, which reduced the sample to 88. A total of DEI have become hotly debated issues with a 368 postings (GER/AUT: 145; USA: 223) were political and moral nature (Köllen et al., 2018), identified, saved, and coded. The number of crit-which can create criticism and even outrage ical user comments was limited to a maximum particularly on social media as a public space of five per posting, resulting in the coding and for discourse and discussion (Ciszek & Logan, analysis of 1,049 units (GER/AUT: 353; USA: 2018). Criticism frequently emerges from a per- 696). ceived expectancy violation leading to a sense of injustice that arouses unpleasant emotions such as anger or anxiety (Burgoon, 2016). People cope with such emotions by either (1) staying 3 AbstrActs 72 Results and conclusion Practical and social implications Regarding topics addressed, significantly more DEI-related social media postings frequently en- US-based companies (n = 83) focused on race/ gender critical comments, especial y in the US. ethnicity compared to German/Austrian com- Yet, companies shy away from engaging in dia- panies (n = 13). In contrast, gender (identity) logue on these delicate issues. Instead, they pre-and the empowerment of women was commu- fer to answer criticism that relates to their prod-nicated significantly more often by companies ucts/services, which may leave the impression of headquartered in Germany/Austria (n = 42) rainbow-washing. By responding to DEI-relat-than in the US (n = 32). Similarly, in the US, ed criticism companies could use social media significantly more critical comments were ob- to demonstrate openness and emphasize their served in the context of race/ethnicity (n = 134 stance and moral values. Users, in turn, often vs. n = 24), while—proportional y—more crit- use social media platforms to voice their anger ical comments in Germany/Austria addressed about anything, as about half of the criticism did gender (identity) and the empowerment of not refer to the content of the postings on DEI women (n = 47 vs. n = 36) as well as sexual ori-issues. The findings are in line with Ciszek and entation (n = 61 vs. n = 76). Interestingly, 21% Logan’s (2018) study, which concludes that so- of the critical comments did not address the di- cial media is rarely a space for dialogue but rath-versity issue raised, but the company’s products/ er a platform for venting and hostility. services. Lastly, US companies received signifi- cantly more emotional (57.5%) and destructive Keywords (54%) criticism than German/Austrian compa- nies (emo: 42.2%, destruct: 36.8%). Diversity, DEI, social media, criticism, cross-cultural research Companies responded only to one in ten crit- ical comments, with German/Austrian (15%) companies responding significantly more often than US companies (7.8%). Interestingly, 67% of the responses referred to critical comments that were not diversity-related and almost half of those (45%) regarded products and/or ser- vices. The degree of emotionality/rationality and constructiveness/destructiveness, respectively, did not have an impact on companies’ response behavior. The study has its limitations as it focused only on large companies in two cultural clusters (Anglo and Germanic Europe). It did not address the in- teraction of critics with other users, which would lend insights into the dynamics of the controver-sy. Further research should address these limitations by extending the sample to other cultural clusters and also analyzing user-to-user interactions. 3 AbstrActs 73 Environmental Sustainability: The role of communication in organizational responsibility Eiró-Gomes, Mafalda, Escola Superior de Comunicação Social - Instituto Politécnico de Lisboa (Portugal) Raposo, Ana, Escola Superior de Comunicação Social - Instituto Politécnico de Lisboa (Portugal) Nunes, Tatiana, Escola Superior de Comunicação Social - Instituto Politécnico de Lisboa (Portugal) Introduction and purpose of the study Literature review Sustainability, the concept that has arrived may-The concept of Corporate Social Responsibil- be with 50 years of delay, is the new buzzword all ity is understood in a very broad sense and in over the globe. From greenwashing to becoming a formulation indistinguishable from another a real worry, and for some a new business pur- notion, Corporate Citizenship. If we use these pose built in the DNA of their organizations, concepts without the search - which is certainly this concept seems to be an unavoidable one too complex for the purposes of this work - for a in the context of the actual organizations com-full definition, and therefore much more in the munication departments. The research question sense so dear to Wittgenstein (1953) of family that formed the skeleton of the research here be-resemblances, we cannot help but focus on their ing presented even if it has everything to do with dimension (we know that it is artificial y cut) of sustainability did not use this broader concept environmental responsibility. in the formulation of the research question or in the analysis but a very concrete aspect of the The notion of ‘sustainability’ has increasing- “sustainability” worries. ly been employed with a very broad focus. Al- though international y and in the reports of the How do the organizations belonging to the Glob-most important organizations, or even as defined al Compact Network Portugal with 2020 reports already in 2019 by “The Guardian”, “It’s a crisis, publicly accessible online express in their sus-not a change. (...) Climate change is no longer tainability reports, or in their absence, in their considered to accurately reflect the seriousness activity reports, sustainability issues and in par-of the overall situation”. ticular the organization’s concerns with the “climate”? What use do they make of the concepts Methodology of “climate change” and “climate crisis”? This research is focused on the 84 Portuguese organizations that are part of the UN Global Compact, an initiative in the area of corporate citizenship, which originated from a proposal by 3 AbstrActs 74 the former UN Secretary General in 2000. It is Practical and social implications based on ten principles, in the areas of human We intend to present a reflection on how orga- rights, labor practices, environmental protection nizations communicate their Corporate Social and anti-corruption, and aims to promote the Responsibility practices in aspects more directly public and voluntary commitment of companies related to climate change or the climate crisis. to comply with them. At the same time, it is the authors’ intention to promote recognition of the importance of com-48 out of these 84 organizations had available munication for social and behavioral change in online or sent to the researchers after being con-the area of climate, as well as its importance in tacted, their sustainability or activity reports. combating the climate emergency. In this way, Therefore, 26 sustainability reports and 22 activ-we hope to contribute to the ethical accountability reports were analyzed. ity of communication professionals when work- ing on the topic of climate change / climate crisis A thematic categorical analysis of manifest mes-from now on. sages was performed. NVivo software was used to support data collection and analysis. The cat-The CSR reports represent in our neo-liberal egories were defined in a concept-driven strat- societies one of the most relevant aspects of the egy and coincide with the major themes under expression (so many times in figures) not only of analysis based on the Global Compact proposal, the financial health of the organizations but es-regarding Goal 13: Take urgent action to combat pecial y of the real worries that have underlined climate change and its impacts. all the CEOs in a certain year. Results and conclusions Keywords As argued above, the concept of climate ‘crisis’ Sustainability, climate emergency, climate crisis, should be preferred to that of climate ‘change’ to climate change, Global Compact refer to the challenges the world faces. However, in Portugal, little or nothing has been developed from the point of view of communication, and more particularly, of Corporate Communication / Public Relations to understand all these issues. Only 5 out of the 48 reports analyzed present the expression “climate crisis” throughout their pages to refer to the current situation of humanity. It is also curious to note that of the 5 organizations, we could only consider that 4 assume that we are effectively living a climate crisis, because in one of the reports, the sentence is built in the future, as if it were something still hypothetical, that we can prevent, and not yet a reality. If we look at the expression “climate emergency”, it only appears in 4 of the reports. Moreover, the term “climate change” is used by 33 out of 48 organizations. And we found “Environmental Sus- tainability” in 27 documents analyzed. 3 AbstrActs 75 The relationship between CSR and sustainability: the Olivetti case and how public relations can contribute to a company’s sustainability Fabbri, Valerio, FabbriKo (Slovenia) Introduction and research question which he dedicated his entire life. He believed in Organizations that voluntarily integrate envi-shared value and in beauty and always worked ronmental and social policies in their business to create value for employees, customers and model represent a fundamental y distinct type of communities. the modern corporation, characterized by a gov- ernance structure that in addition to financial Methodology and literature review performance, accounts for the environmental Research shows that companies with high ESG and social impact of the company, a long-term ratings have a lower cost of debt and equity, and approach towards maximizing inter-temporal that sustainability initiatives can help improve profits, an active stakeholder management pro-financial performance while fostering public cess, and more developed measurement and re- support. The overlap between social and envi- porting systems. However, although the concept ronmental progress and financial gain is called has now become mainstream, the argument of the shared value opportunity. In other words, this research paper is that successful companies “doing good” can have a direct impact on your have always been attentive to the wel being of its company’s ability to “do wel .” Due to this oppor-stakeholders, as well as being properly integrated tunity, it’s clear why many businesses have adopt-into the social fabric where they operate. A case ed these practices. An interpretative framework in point of this research paper is Olivetti, Italy’s (Carrol ’s CSR pyramid) to analyze the entrepre-historic manufacturer of office equipment and neurial choices by Adriano Olivetti according to information systems, which closely associated the various perspectives of Corporate Social Re- its name with corporate social responsibility un-sponsibility. Corporate social responsibility and der the guide of Adriano Olivetti. The company sustainability have become prominent issues of that bears his name became one of the pioneers strategic importance for any corporation that of information technology, known for its capac- needs to engage in social problems to ultimately ity for innovation, design and for having applied preserve or improve its bottom line. the principles of what we now call corporate social responsibility. An engineer by training, Adriano Olivetti continued the business start-Results ed by his father and his name is inextricably Neoclassical economics and several manage- linked to a humanistic vision of the industry to ment theories assume that the corporation’s ob- 3 AbstrActs 76 jective is profit maximization subject to capacity References (or other) constraints. During the last 20 years, Ferrarotti F. (2013), La concreta utopia di Adria-a growing number of companies have voluntari- no Olivetti, Edizioni Dehoniane Bologna, Bo-ly integrated social and environmental issues in logna. their business models and daily operations (i.e. their strategy) through the adoption of related A literature review on the causality between corporate policies. The sustainable enterprise sustainability and corporate reputation: focuses on its stakeholders interests. Today this What goes first? Ana Maria Gomez-Trujil-perspective is a central one in the dialogue on lo, Juan Velez-Ocampo, Maria Alejandra Gon- enterprise goals and on the nature of the firm, zalez-Perez – Management of Environmental but this was already clear in the past history also Quality ISSN: 1477-7835 through the experience of some enlightened en- Corporate Social Responsibility, Sustainabili-trepreneurs like Adriano Olivetti, who was able ty and Public Relations: Negotiating Multiple to balance economic responsibility and social Complex Chal enges, Negotiating Multiple ones in his managerial model and he showed Complex Challenges ByDonnalyn Pompper, that the pil ars of sustainability, as we call them London, Routledge 2015 today, were internal y coherent. This is the es- sence of sustainability ante litteram. Corporate Responsibility in Scarcity Economy: The Olivetti Case Symphonya. Emerging Issues in Management, n. 1, 2003, pp. 114-134 Conclusions and implications Profits with purpose: How organizing for sus- Agreement across disciplines regarding concepts tainability can benefit the bottom line, Sheila and definitions is necessary for the purpose of Bonini and Steven Swartz, 2014 McKinsey & establishing construct validity. Companies must Company make the leap from having the performance to ensure sustainable performance. Sustainable Ackermann F., Eden C. (2011), Strategic Man-success of an enterprise is achieved through the agement of Stakeholders: Theory and Practice, ability to meet the needs and expectations of its Long Range Planning, vol. 44, pp. 179-196. customers and other stakeholders in the long term through effective management of the orga- nization, the environmental awareness organi- zation, and also by learning and applying appro- priate improvements and innovations. CSR 2.0 comes down to one thing: clarification and re- orientation of the purpose of business. Ultimate-ly, the purpose of business is to serve society, through a solid bottom line, but also through the provision of safe, high-quality products and services that enhance our wel being, without erod- ing our ecological and community life-support systems. Keywords CSR, sustainability, Olivetti, community, purpose 3 AbstrActs 77 Are Italian companies ready to communicate sustainability? An empirical analysis Fabbri, Valerio, FabbriKo (Slovenia) Capurso, Viviana, Udine University (Italy) Brusati, Luca, Udine University (Italy) Introduction and research question (Williams & Pei 1999, Birth et al. 2008, Gill et al. Stakeholders’ pressure is growing on companies 2008, Wanderley et al. 2008). Siano et al. (2016) to disclose their sustainability, and regulations in offered a framework for the systematic analysis this respect are getting tighter at unprecedented of sustainability communication through corpo-speed, in Europe and beyond. What is the state rate websites, measuring four dimensions (ori- of the art of sustainability communication? Are entation, structure, ergonomics and content) communication practitioners able to disclose and 64 items. We applied this framework to the corporate sustainability effectively? These ques-nine largest companies by turnover of a mid- tions are even more important considering that sized Italian region, Friuli Venezia Giulia, under the new requirements in terms of sustainability the assumption that, other things being equal, reporting represent an opportunity for the com- larger companies should be able to control larger munication industry, but also a threat, with dif-communication budgets, and thus leverage bet- ferent professionals (e.g., accountants, environter professional skil s. mental engineers) entering a field traditional y monopolized by communicators. Results The nine largest companies of Friuli Venezia Gi- Methodology and literature review ulia are all B2B firms, in many cases belonging to Companies disclose their sustainability through traditional heavy industries such as steelmaking a variety of channels, but their communication and shipbuilding. Notwithstanding these com- mix varies widely across industries: firms offer-monalities, their web-based sustainability com- ing FMCGs, for instance, use advertising and munication presents broad variations. In terms social media much more than firms serving B2B of Siano et al. (2016)’s framework, four compa-markets. To ensure the comparability of infor- nies out of nine obtained “excellent” scores, one mation we decided to focus on website-based ranked as “adequate”, three as “fair” and one as communication of sustainability, based on the “weak”. The full paper describes the performance assumption that corporate websites are tradi-of each corporate website under the four dimen- tional y a repository of information about cor- sions and discusses whether traces of green- porate performance, regardless of the business washing can be detected, based on the five “sins” they are in. Different authors studied websites to singled out by Siano et al. (2016), i.e. no proof, analyse sustainability communication practices irrelevance, vagueness, unidirectional approach 3 AbstrActs 78 to stakeholders and worshipping of false labels. Keywords sustainability, greenwashing, reporting, web-Conclusions and implications based communication, Italy The results of this analysis are not especial y comforting. Whereas about half of the compa- References nies we observed perform wel , the remaining Birth, G., Illia, L., Lurati, F., & Zamparini, A. half seems to pay little attention to sustainability (2008). Communicating CSR: The practice in communication. Due to their sheer size, these the top 300 companies in Switzerland. Corpo- companies are highly visible, so their limited rate Communication: An International Journal, proficiency in sustainability communication is a 182-196. matter of concern. If many of the market leaders seem unable to stand out, it is also reasonable Gil , D., Dickinson, S., & Scharl, A. (2008). Com-to infer that, at least on average, smaller firms municating sustainability: A web content anal-are unlikely to perform better. Our data set does ysis of North American, Asian and European not allow whether the problem is on the supply firms. Journal of Communication Management, side (communicators are not proficient in sus- 12(3), 243-262. tainability communication) or on the demand Siano, A. et al. (2016). Communicating sus-side (companies are not truly interested in dis- tainability: An operational model for evaluat- closing their sustainability performance), but ing corporate websites. Sustainability, 8, 950; the outcome is the same under both hypotheses: doi:10.3390/su8090950. for the time being, the ability to communicate sustainability effectively seems to be in limit- Wanderley, L., Lucian, R., Farache, F., & de Sousa ed supply. If this is true, we envisage two risks Filho, J. (2008). CSR information disclosure on for the future: a) firms are going to face a ma- the web: A context-based approach analysing jor bottleneck once the requirement to step up the influence of country of origin and industry sustainability communication kicks in; b) unless sector. Journal of Business Ethics, 369-378. communicators invest today on the skil s needed Williams, S., & Pei, C. (1999). Corporate social in the future, they may be crowded out of the disclosures by listed companies on their web market by other professionals who are already sites: An international comparison. Interna- investing in this direction. tional Journal of Accounting, 389-419. 3 AbstrActs 79 What is the relationship between sustainability and CSR? Forthmann, Jörg, IMWF Institute for Management and Economic Research GmbH (Germany) Westermann, Arne, ISM International School of Management (Germany) Esser, Luisa Madeleine, IMWF Institute for Management and Economic Research GmbH (Germany) Homann, Reimund, Service Value GmbH (Germany) Introduction and purpose of the study – measured empirical y – is of great importance During the past decades, corporate responsi- to derive recommendations for firms as well as bility as well as corporate sustainability have political administration. Therefore, the aim of become core aspects for companies around the this study is to investigate the relationship be-world. There does not exist one common defi- tween CSR and the different dimensions of sus- nition of these two concepts. Corporate Social tainability more clearly from an empirical view- point and gain more insight into its implications Responsibility (CSR) general y refers to the for business and political as well as legal stake-consideration of the impact business practices holders. have on society, employees, and all other stake- holders. Creating and following CSR practices means acting as harmless and as responsible as Literature Review: possible along the whole supply chain and fit- While there exist several recent studies that exting well into the existing societal system. Mean-amine the relationship between CSR and sus- while, corporate sustainability rather comprises tainability using different empirical approaches, a wholesome self-carrying system that endures those mainly focus on countries outside of Eu- over time. It consists of three dimensions: envi-rope and – to the authors’ knowledge – there ex- ronmental, social, and economic sustainability. ists no recent study that empirical y assesses this Thus, CSR and corporate sustainability do have relationship for German businesses. The grow- some common aspects – especial y with regards ing popularity of sustainability and CSR led to to the social dimension of sustainability – but are the production of several studies trying to pro-in general different concepts. Stil , they are often vide theoretical frameworks for the relationship. barely separated or even used synonymously. Stil , the empirical literature in Europe is only The importance of sustainability as well as social in its beginnings. Therefore, this study resorts responsibility is growing steadily, so that there is back to the basics and focuses on the analysis of an academic, societal, and corporate interest in the existence of a relationship between CSR and following the development of these constructs, sustainability and tests which dimensions of sus-sharpen their definitions and especial y find out tainability are the closest related to CSR. how far and in what manner they are related to each other. Especial y the practical relationship 3 AbstrActs 80 Methodology: Practical and social implications: The data used in this study is gathered by a Corporate CSR reporting correlates not only method called social listening. Social listening with social sustainability reporting, but also means that various source types on the inter- with environmental and economic sustainabil- net are searched for statements including cer- ity reporting. This shows that the public’s per- tain keywords and referring to certain entities, ception of the social, ecological and economic e.g., companies. These fragments are further responsibility of companies does not occur in sorted by reputation dimensions and tonalities. isolation, but rather a networked overall impresThe analysis is performed with the help of arti- sion is created - which is supported by all three ficial intelligence that combs through the con-dimensions of responsibility. tent with special consideration of the linguistic This opens up the opportunity for companies to features and thus identifies and categorises the play to their strengths in the public perception fragments. The sample used in this study con-of a single sustainability dimension and thus sists of roughly 400.000 fragments for about 40 achieve a positive overall impression, as long as large companies in Germany. Based on that, time no negative impressions in one of the other sus- series for the number of fragments were created. tainability dimensions counteract this. Those time series focus on fragments with refer- For the CSR commitment of companies, this in ence to the three different sustainability dimen-turn means that the perception of CSR activities sions (excluding all CSR-related fragments) and has an impact on the perception of ecological on fragments referring to CSR. For each of the and economic sustainability. companies investigated, correlation coefficients of these time series were computed resulting in a Keywords distribution of several hundred correlation coefficients which provides an empirical measure for sustainability, social listening, CSR the relationship between sustainability and CSR. Thereby, the authors offer a first impression of the previously unclear link between the two phenomena for the German context. Results and conclusions: The empiricial results quite clearly show that there is a relationship between CSR an the dif- ferent dimensions of sustainability: General- ly speaking, the more CSR is talked about, the more the other aspects of sustainability are talked about. Also, there is no evidence that the strength of that correlation on average differs from dimension to dimension. 3 AbstrActs 81 Reconsidering the Trade Association as a driver and promoter of sustainability; observations from the travel, tourism and hospitality sector Francis, Thyme, Ada and Alan (UK) Read, Kevin, University of Greenwich (UK) Clarke, Faye, Ada and Alan (UK) Introduction and purpose of the study tourism and hospitality sectors. Trade Associations (TAs) are viewed as organi- sations which focus on producer and customer Literature review exchanges across the markets of their members Clarke’s (2004) study of 17 travel and tour- (Kahl and Grodal, 2016; Rosa et.al., 1999). They ism-related trade bodies showed that only a interpret events for members, generate intelli- small minority regarded environmental criteria gence and influence market practice. as compulsory for TA membership. However, the author predicted that TAs will be increasingThe interpretations afforded by TAs depend on ly important in developing environmental sus- a wide range of communications techniques tainability. including oral briefings, trade meetings, the production of white papers and guides, media Institutional theory (Furusten, 2023) aids the briefings and responses. These techniques are authors’ work when considering how TAs are careful y curated and delivered within well-po- increasingly looking to develop relationships liced corporate and design guidelines. These with society to extend their boundaries beyond interpretations are extended by trade media, ac- the specific interests of their members. The contive participation in social channels and direct struction and negotiation of these new boundar-involvement with policymakers and regulators. ies are more frequently focused on sustainability and corporate social responsibility (CSR) issues. TAs are increasingly encouraged to consider is- By engaging with new actors outside of their sues that stretch beyond their narrow product fields, theory suggests that TA members may feel and customer concerns. This paper will recon-that changing boundaries threatens pre-existing sider this, drawing on new empirical research homogenous values and behaviours. However, and applying institutional theory. The authors current research on how TAs deal with mimetic look at the extent TAs are now co-ordinating, shifts, whereby an organisation simultaneously encouraging and helping to promote pan-indus- seeks to meet the interest of its members and so-try action around sustainability issues. The focus ciety, is highly limited (Font, 2019). of this exploratory study will be the UK’s travel, 3 AbstrActs 82 Emerging evidence suggests attitudes and be- Practical and social implications haviours of TAs are changing as their under- The growing willingness of the travel, tourism standing of the UN Sustainable Development and hospitality sectors to identify new roles for Goals (SDGs) has grown. Recent studies by the their TAs, to assist with coordinating, promot- Metal and Chemical industries and the Business ing and enabling effective sustainable approach- Travel Association use SDGs to reframe ap- es, il ustrates that TAs are transcending their proaches to sustainability. historical role of representing members’ direct interests. TAs now exist in a delicately balanced Methodology position whereby permission is being given to This study uses a multi-method and an interpre- them to promote wider agendas whilst recognis- tivist approach. It will draw on 20+ key-person ing that support from members may be missing. interviews, set to be completed by May, with leading actors in the UK travel, tourism and Keywords hospitality sector. The interviews explore TA TradeAssociations; Sustainability; Travel; UNDe-members’ attitudes toward sustainability. Specif-velopmentGoals; PR ical y, they consider, TAs’ roles in co-ordinating, sense-making and encouraging industry-based programmes, including their implementation. References Furthermore, the role that communications is Clarke, J. (2004). “Trade associations: An appro-playing in response to changing sustainability priate channel for developing sustainable prac- priorities is also scrutinised. A critical overview tice in SMEs?” Journal of Sustainable Tourism of actions undertaken by TAs is being under- 12(3): 194-208. taken, using the SDGs as a framework to assess Font, X., Bonil a-Priego, M.J. and Kantenbacher, progress and future priorities. J., 2019. Trade associations as corporate social responsibility actors: An institutional theory Results and Conclusions analysis of animal welfare in tourism. Journal Initial research reveals a strong appetite for sus-of Sustainable Tourism, 27(1), pp.118-138. tainable industry col aboration but also recog- Furusten, S., 2023. Institutional theory and or- nises the challenges of coordination. The use of ganizational change. Edward Elgar Publishing. the SDGs reveals a strong desire for TAs to set specific sustainability priorities. The challeng-Kahl, S. J. and S. Grodal (2016). “Discursive es faced during the recovery of COVID have strategies and radical technological change: slowed efforts towards sustainability issues. Multilevel discourse analysis of the early com- Steps toward considering issues that lie beyond puter (1947–1958).” Strategic Management the immediate commercial needs of TA mem- Journal 37(1): 149-16 bers are evidenced. Further research across a Rosa, J. A., et al. (1999). “Sociocognitive dynam-wider range of TA industries is required to es- ics in a product market.” Journal of marketing tablish deeper trends, as well as the voice and 63(4_suppl1): 64-77. role TAs may have on global issues. 3 AbstrActs 83 Will AI be the end of PR as we know it? A vision for professional sustainability Galloway, Chris, Massey University (New Zealand) Vujnovic, Marina, Monmouth University (USA) Swiatek, Lukasz, University of New South Wales (Australia) Kruckeberg, Dean, UNC Charlotte (USA) What should organizations (and PR practi-ly Responsible Development of Artificial Intellitioners) know about AI regulations worldwide gence, which was held in Montreal on Novem- so that they can responsibly lead in AI driven ber 2 and 3, 2017, addresses issues of ethics in to world? Should we even be assuming that role, the use of AI. The Montreal Declaration cal s on and if so, on what basis? This paper argues that all actors, including individual citizens through-the underpinning premise should be a new eth- out the world, to support the basic goal, among ical vision, developed col aboratively, to provide many, that there should be an ethical frame-a framework within which PR can play its link- work for the development and deployment of AI ing, facilitative and ethical guardianship roles. (Montreal Declaration for Responsible AI Re- port, 2018). Although some governmental and Current duality exists regarding the use of Ar- intergovernmental bodies operationalize ethical tificial Intelligence. While AI promises to aid concerns to a more prescriptive policy, this does humanity in unprecedented ways ranging from not mean creating a new set of legal prescrip- automatizing work to aiding in finding cures for tions or proscriptions for PR; rather, a PR ethic presently deadly diseases, AI also presents an establishes the foundation for ethics to be the existential threat to humanity if left unchecked. “dynamic basis for the normative evaluation and In many ways, this paper addresses profession- guidance of AI technologies, referring to human al sustainability in the face of growing AI con- dignity, well-being and the prevention of harm cerns. We argue that participating in and of- as a compass and rooted in the ethics of science tentimes leading on policy conversations can and technology” (UNESCO, 2021, p. 4). prepare organizations and PR practitioners to assure strong professional standards regarding This cal s for building on existing PR ethical ap-the responsible use of AI and organizational ac- proaches: because ethical, as well as moral ques-countability. During the past several years, distions and issues, are rapidly changing over time cussions on the need for formal policy as well as with the use and development of AI technolo-well-articulated ethical guidelines have been led gies (UNESCO, 2021, p.4). Hence, PR needs a by private, public, governmental, and intergov- new ethical vision for an increasingly AI-driv- ernmental bodies. For example, the European en world in which organizations are deploying Parliament’s recent study completed in March trustworthy AI and use accountability to miti- 2020 on the ethics of artificial intelligence, which gate the risks (Curtis, Gillespie, & Lockey, 2012). is based on the Montreal Declaration, which in Therefore, a larger question driving this paper turn was based on the The Forum on the Social- is: What should organizations (and PR practi- 3 AbstrActs 84 tioners) know about AI regulations worldwide References so that they can responsibly lead in AI driven Curtis, C., Gillespie, N., & Lockey, S. (2022). world? Our analysis of existing regulations from AI-deploying organizations are key to address-governmental, intergovernmental organiza- ing ‘perfect storm’ of AI risks. https://link. tions, as well as professional PR organizations, springer.com/article/10.1007/s43681-022-agencies, and corporations, is premised on the 00163-7 following questions: How do regulations address benefits and risks of AI of which organizations Montreal Declaration for Responsible AI Report and public relations professionals should be? (2018). https://monoskop.org/images/d/d2/Montre- Specifical y, how are issues (privacy, transpar- al_Declaration_for_a_Responsible_Develop- ency, algorithmic governmentality) and benefits ment_of_Artificial_Intelligence_2018.pdf (increasing efficiency, combatting ransomware, expanding possibilities of knowledge and learn- UNESCO Recommendation on the Ethics of ing) addressed, if at all? This paper is divided Artificial Intelligence (2021, 23 November). into several sections. We begin with an overview https://en.unesco.org/about-us/legal-affairs/ of the existing regulations, and then we move to recommendation-ethics-artificial-intelligence the analysis of regulations on levels of govern- mental, intergovernmental levels, as well as what policies, if any, PR professional bodies suggest. Next, we move to application of what we’ve learned about AI regulations and how those might be helpful to various types of organiza- tions, PR practitioners within these organiza- tions, as well as PR agencies. In conclusion, we will discuss how AI governance and algorithmic governmentality shape discourses, business strategies, and future directions for organiza- tions and for PR practitioners. 3 AbstrActs 85 Corporate Social Responsibility, Regional Culture, and Sustainability: Case of NEPG Low-priced Medicine Gao, Hao, Nanjing Normal University (China) Wu, Jing, University of Ljubljana (Slovenia) Li, Yubin, Nanjing Normal University (China) Wang, Qinghua, Cable and Network Co. Ltd. (China) Introduction and purpose tainability according to public opinions. There has been an explosive growth in demand for pain-relief medicines, vitamins, and flu Literature review drugs after China relaxed its COVID-19 poli-CSR is usually associated with an approach to cies (China Daily, 2022). People rushed to hoard integrating environmental and social aspects medicines, which were once expensive and hard into corporate activities (Baumgartner, 2013). to buy. On this occasion, news about acetamin- Within the broader concept of sustainable de- ophen tablets produced by Northeast Phar- velopment, scholars have interpreted the com- maceutical Group (NEPG) and only priced at plex relationships between CSR and corporate CNY2/20 tablets over the past 20 years has been sustainability (CS) and explained how CSR widely spread on Chinese social media. Hot dis- could be integrated into CS as either the ulti- cussions about NEPG’s low price in medicines mate goal or a transitional stage for a corpora- all the time were triggered online, and topics retion (Ashrafi et al., 2018). Besides, studies have lated to NEPG have been the most trending on examined that CSR can significantly improve Sina Weibo. Although NEPG was hit with a $19 CS, and corporate reputation has a mediating million fine for dominance abuse in China, peo- effect between CSR and CS (Pang et al., 2022). ple showed great mercy and forgiveness to the The case of NEPG also provides a reference for corporation influenced by the news. NEPG was the contribution of brand reputation to the rela-reputed as a corporation with social respon- tionship between CSR and CS. sibility, and the demands for NEPG products once faced an oversupply situation. In addition, NEPG achieved several limits ups despite the Methods bull market. This study collected valid 5,472 samples in terms of the keyword “Northeast Pharm” from Weibo In the case of NEPG’s low medicine price during from 15 Dec 2022 to 15 Jan 2023. We used LDA the pandemic, this study will examine to extract the topics of research samples and ex-the brand reputation reversal through corporate amined the regional characteristics of sentiment social responsibility (CSR) activity and by matching the location shown by the IP of au- explore the relationship between CSR and sus- diences. This study also conducted text analysis 3 AbstrActs 86 to further understand the specific connotations In addition, this study indicated that region- of the topics and sentiments. al culture plays a role in CSR decisions and behavior, further contributing to sustainabil- Results and conclusions ity. People, especial y those who are located in Northeast China, reviewed the regional history LDA analysis extracted six topics in this study, and expressed great pride in the region and its showing the focus of the public opinion ex- regional culture. According to the texts, people pressed regarding NEPG’s low-priced medicine. also connected NEPG’s CSR to the culture and The six topics are ‘dilemma during the pandem- tradition of Northeast China, which are enthusi- ic,’ ‘social responsibility,’ ‘the role of the times,’ asm, simplicity, kindness, and generosity. ‘medicine supply,’ ‘regional culture and memory,’ and ‘corporate development.’ In a review of the texts, people expressed their praise for NEPG Practical and social implications due to not only the low-priced medicine all the This study provides a reference for understand- time but also their CSR activities in history since ing the relationship between CSR and sustain-its establishment. Sadness reflected in the texts ability (corporate and societal). Also, the case re-referred to moved emotions and pointed to flects the role of cultural factors in CSR activities Northeast China in terms of its regional history and sustainability-related activities. and its social role in the national dilemma. For example, people compared Northeast China to Keywords the eldest son of P.R.C., indicating that NEPG has been taking social responsibility. The major-corporate social responsibility, sustainability, re-ity of disgusting sentiment was about criticizing gional culture the corporations which raised the medicine price, reflecting their recognition of NEPG’s CSR behavior. NEPG regained its reputation through the low-priced medicine news, and people also expressed their understanding and support for NEPG despite the negative punishment news. On the one hand, NEPG achieved societal sus- tainability as its CSR behavior satisfied people’s demands in a dilemma. On the other hand, NEPG gained corporate sustainability due to the repaired brand image, increased brand aware- ness, and promoted business profit. 3 AbstrActs 87 Does sustainable development need more conscious PR practitioners? A comparative analysis of the perspectives of PR professionals and scholars on sustainability Geysi, Nilüfer, Bahçeşehir University (Turkey) Introduction and Purpose of the Study Literature Review The 2030 Agenda for Sustainable Development is Modern public relations offers a solid frame- now at the center of the PR agenda. The value of work for sustainable development with its the-PR in influencing perceptions and raising aware- ories, strategies and practices. The current and ness among internal and external stakeholders potential PR professionals should internalize the about sustainability, encouraging volunteerism, sustainability concept not just for managing the and monitoring related issues is undeniable. As reputation of the companies, but also for real it is now a requirement rather than a trend for change. Considering “the vague, ambiguous, organizations to adopt a sustainable approach, undefined, and often contradictory” meaning of most PR professionals all over the world are re- sustainable development (Fergus and Rowney, sponsible for integrating sustainability into their 2005, p. 19), it is very important to grasp the organizations’, or clients’ communication strat- perspectives where everybody has their own re- egies. Thus, the way that sustainability and sus-sponsibilities to handle the issue. tainable development are viewed, embraced, and assessed by PR professionals is crucial. On the By considering this framework, the following re- other side, the communication schools that raise search questions are presented in this research: future professionals and decision-makers play • RQ1: How do PR academicians and profes- an essential role in shaping knowledge, attitudes, sionals approach sustainability and sustain-and skil s related to sustainability. The purpose able development? of this study is to explore the understanding of • RQ1.1: To what degree do PR academi- sustainability of PR professionals, and scholars cians attach importance to sustainable de-to find out problems, needs, or opportunities velopment and its dimensions (economic, to struggle for sustainable development. It also social, environmental)? aims to bring different perspectives together to • RQ1.2: To what degree do PR profession- provide suggestions to empower PR and com- als attach importance to sustainable de- munication specialists who (will) work for a sus-velopment and its dimensions (economic, tainable world. social, environmental)? • RQ2: How do PR professionals and scholars 3 AbstrActs 88 conceptualize CSR and sustainability? the non-probability sampling method. A nation- • RQ3: What are the perceived challenges and al sample of participants may be used in future limitations for sustainable development for studies to increase the representativeness. PR professionals? • RQ4: How do PR professionals and scholars Practical and Social Implications evaluate the role of public relations for sus- tainable development? This study will provide insights to find ways to • RQ5: What changes, if needed, should be identify a more realistic future by going beyond made to PR education to enhance the skill the institutional focus as McKie and Galloway set of future professionals for sustainable de- (2007, p. 374) pointed out in their call to schol-velopment? ars and practitioners. The findings are expected to be significant in broadening the skill set of PR The interview guide includes questions about practitioners to tackle a variety of challenges in legal/cultural/financial/political aspects of sus-organizations and the larger public sphere. tainability, PR curriculum, ethics, greenwashing, ESG, SDGs, activism, sustainability reporting, Keywords science/environmental/risk communication, sustainable development”, “sustainability”, “PR and non-governmental and non-profit organi- zations. profession”, “PR education” Methodology References This qualitative research employs a semi-struc- Fergus, A. H. T., & Rowney, J. I. A. (2005). Sus-tured in-depth interviewing method. To address tainable development: Lost meaning and op- questions about PR professionals’ perspectives, portunity. Journal of Business Ethics, 60(1), fifteen PR practitioners who work in director 17–27. positions at public relations agencies in Istan- Mckie, D., & Galloway, C. (2007). Climate bul will be interviewed. The interviews for the change after denial: Global reach, global re- academic part of the research will be conduct- sponsibilities, and public relations. Public Re- ed with fifteen professors who teach in public lations Review, 33(4), 368–376. relations departments with at least five years of teaching experience at universities in Istanbul. The online interviews started in January and are planned to be completed in April 2023. The participants were selected through a purposive sampling technique. The analysis of the data will be done utilizing a thematic analysis approach. Results and Conclusions The research will find out whether there is a gap to be filled or an opportunity to be used for a more sustainable future considering the key role of PR. The study has several limitations. First, the participants may not be representative of all PR scholars and professionals in Turkey due to 3 AbstrActs 89 Internal Social Media Use for an Attractive Internal Employer Brand Hein, Antonia, Hanze University of Applied Sciences (The Netherlands) Elving, Wim J.L., Hanze University of Applied Sciences (The Netherlands) Koster, Sierdjan, Hanze University of Applied Sciences (The Netherlands) Edzes, Arjen, Hanze University of Applied Sciences (The Netherlands) Introduction and purpose 2021; Itam, 2020), as well as studies on the effect Employees are crucial for improving the com-of internal social media (ISM) use on employ- petitive strength of organizations in the glob- ee satisfaction (Madsen and Verhoeven, 2019), al economy (Tumasjan et al., 2020). Given the there is limited empirical evidence on the use of volatility of the labour market, organizations ISM for building an attractive internal employer are challenged to retain the right employees at brand. The contribution of our study is two-fold: the right time (OECD, 2022). Striving to be an first, it adds empirical y to existent conceptual “employer of choice” and thus engaging in em- work on internal EB; second, it explores how ployer branding (EB) activities has become the ISM in firms play a role in internal EB. We define norm for many organizations. EB highlights the the following research question: unique aspects of the firm’s employment benefits How do employees and organizations use ISM that differentiate it from those of its competitors and how does that use relate to internal EB? both for current (internal EB) and future em- ployees (external EB). The way current employ- Literature review ees evaluate their employer plays an important We conceptualize the internal employer brand role in advocating the employer brand as they as the identity of an employer for employees are the best EB ambassadors (Itam et al., 2020). (Lievens and Slaughter, 2016). Research shows With the rise of social media, employees can play that a strong employer brand positively affects active communication roles within the organi- employee engagement and satisfaction, organi- zation (Pekkala and Luoma-aho, 2017; Madsen zational citizenship behaviour (Schlager et al., and Verhoeven, 2019). Through social media, 2011; Hoppe, 2018), as well as employee com- employees function as brand ambassadors who mitment (Chhabra and Sharma, 2014), which shape the employer brand from within with ev- increases employee retention (Adler and Ghis- erything they do and say online (Dreher, 2014). elli, 2015). Several studies suggest a positive re-Organizations which are more aware of their so- lationship between internal communication sat- cial media conversations internal y score higher isfaction and engagement (Welch, 2011; Verčič on employee satisfaction (Tsai et al. 2009). and Vokič, 2017), internal communication sat- isfaction and overall employer attractiveness Although there are studies exploring the rela- (Vokić et al., 2023), internal communication and tionship between internal communication satis-a positive employee experience with the employ- faction and internal employer branding (Verčič, er brand (Punjaisri et al., 2009; Itam et al., 2020). 3 AbstrActs 90 Research on ISM use finds that employees are Results willing to engage in organizational ambassador- The analysis is still in progress. Results will be ship as authentic and credible communicators completed in May 2023. As we carry out a quali- (van Zoonen et al., 2014). We define ISM use as tative study using snowballing technique, results “a user-friendly and visible web-based commu- are vulnerable to generalizations. nication arena inside an organization in which coworkers and managers can communicate, in- teract, connect, and make sense of their work Implications and organizational life” (Madsen, 2017, p.3). The practical intent of the study is to provide We build a conceptual model, which serves as a managers with a benchmark instrument on how starting point for exploring the use of ISM for an their internal employer brand ranks among their attractive internal EB. employees. Methodology Keywords We conduct research into organizations in the employer branding, internal employer brand, in-North of the Netherlands from 3 main sectors: ternal social media use, employer attractiveness Healthcare, IT and Energy. Firstly, these sectors experience constraints in positioning themselves as an employer. Secondly, the Northern Netherlands likes to promote itself as an innovative region in these sectors (AWVN, 2019). Ten organizations in each sector are selected using snowballing sampling (Neergaard, 2007). Main criterion is that they use ISM for internal com- munication. Having in mind the explorative character of our research, we use a multilevel approach: 1) in- depth interviews with managers HR/commu- nication on various aspects e.g. their evaluation of the employer brand, the preferred brand attributes, how engaged employees are, how ISM are used, what kind of information is shared; 2) questionnaire among employees on how en- gaged they are, how they evaluate the employ- er brand and whether and how they use ISM to communicate with colleagues and managers. The topics on ISM use were derived from Mad- sen (2017). We use Berthon et al. (2005) for as- sessing the attractiveness of the internal EB. 3 AbstrActs 91 Talking about Sustainability in the Fashion Industry: Just a Feel-Good Factor? Hejlová, Denisa, Charles University (Czech Republic) Koudelková, Petra, Charles University (Czech Republic) Schneiderová, Soňa, Charles University (Czech Republic) Introduction studies have analysed the impact on consumer In July 2023, a marketing student filed a class ac-behavior to tackle the gap between the talking tion lawsuit against the Swedish fashion retail- and walking, when it comes to ethical consump- er H&M, claiming that she had overpaid for a tion (Neumann, 2020; Musova et al., 2021; Perei-product which was labeled as „conscious“. The ra et al., 2021). In the past decade, there have products from the „Conscious collection“ were been many initiatives and even proceeding leg- advertised as using less water through the man- islative regulations to tackle the problem of gre-ufacturing process – but it turned out other- enwashing and misleading customers with false wise in this particular case. (Wicker, 2022) Few environmental and ethical claims, especial y in months later, British-based online fashion re- the fashion industry, such as the Higg Index and tailer Boohoo announced that they have hired United Nations Global Compact Code (Islam, US reality-TV celebrity Kourtney Kardashian, Perry and Gil s, 2021). The European Union known for her lavish lifestyle, to help them go on has been working on a “greenwashing regula-a “sustainability journey”. (Haidari, 2022) The tion bil ” or “anti-greenwashing laws” (Bonanni, Chinese fashion retailer has been using Tik Tok 2022). To close the gap between the “walk and influencers to promote #sheinhaul, fostering talk” or “the knowledge-to-action gap” (Overal , overconsumption practices, and releasing about Makkula and Moisander, 2012), it is necessary to 700 to 1000 new products every day. (Elan, 2021) analyze which communicative actions are merely symbolic and possibly lead to better emotion- al shopping experience of the consumers (“feel- Literature review good factor”), and which have the direct “call to action” appeal. Fashion industry has long been accused of mis- leading customers with „greenwashing“ claims We can state that the question of sustainabili- and promoting overconsumption through var- ty, especial y in the fashion industry, is closely ious PR, pricing and production strategies and linked to communication and public relations tactics. Many researchers have described various strategies – firstly, what to disclose and what not aspects and forms of sustainability issues and to talk about (Jestratuevis, Uanhoro and Creigh- greenwashing in the fashion industry (Mukendi ton, 2022); secondly, how to talk about it, which et al., 2020; Thorisdottir and Johansdottir, 2020; language and words to use (Peison-Smith and Adamkiewicz et al., 2022; Volero, 2022). Some Evans, 2017). Anne Peirson-Smith and Susan 3 AbstrActs 92 Evans (2017) have analyzed the public percep- out specifical y to those frames and narratives, tion of “green” vocabulary in focus groups (but which should be avoided as vague, misleading or limited to Chinese/Cantonese language), and considered as “greenwashing”. they have found that using the “green discourse” in marketing texts is creating merely a “linguis-Literature: tic cycle of confusion” in some cases. Adamkiewicz, J., Kochanska, E., Adamkiewicz, I., & Łukasik, R. M. (2022). Greenwashing and Methodology sustainable fashion industry. Current Opinion Our research question is: “What are the key nar-in Green and Sustainable Chemistry, 100710. rative frames and terms, which global fast fash- Bonanni, L. (2022). What to know about Eu- ion retailers use to describe sustainability and rope’s new anti-greenwashing laws. Retrieved ethical issues?” from https://www.greenbiz.com/article/what- know-about-europes-new-anti-greenwash- Our hypothesis is that the frames, narratives and ing-laws, December 13, 2022 issues will be vague, confusing or “feel-good” promises. Elan, P. (2021). ‘Worst of the worst’: why is fast fashion retailer Shein launching a reality The dataset will consist of annual reports pub- show? The Guardian. Retrieved from: https:// lished by the companies, including ESG reports www.theguardian.com/fashion/2021/aug/29/ or sustainability reports (depending on availabil-fast-fashion-retailer-shein-design-reali- ity). We will examine three companies, which we ty-show September 12, 2022 have mentioned above, which are closely linked Haidari, N. (2022). Kourtney Kardashian to the reported ethical issues and experienced a wants to make Boohoo’s fast-fashion sus-notable media “scandal” because of their actions tainable. Spoiler alert: she can’t. The (H&M, Boohoo and Shein). We will use semiot- Guardian. Retrieved from: https://www. ic analysis to uncover deep rooted relations and theguardian.com/fashion/2022/sep/12/kourt-meanings linked to the key frames and issues. ney-kardashian-boohoo-fast-fashion-sustain- able September 12, 2022 Purpose of this study Islam, M. M., Perry, P., & Gil , S. (2021). Map-Purpose of this study is to analyse the corporate ping environmental y sustainable practices in communication of the fashion producers and textiles, apparel and fashion industries: a sys- categorize key frames, narratives and wording tematic literature review. Journal of Fashion used throughout the sustainability/ESG reports. Marketing and Management: An International In an additional analysis in the future, we will Journal, 25(2), 331-353. test them through consumer focus groups, simi- Jestratijevic, I., Uanhoro, J. O., & Creighton, R. larly to the Peirson and Evans preliminary study (2022). To disclose or not to disclose? Fashion (2017). brands’ strategies for transparency in sustain- ability reporting. Journal of Fashion Market-Practical and social implications ing and Management: An International Jour- Practical and social implications of this study nal, 26(1), 36-50. will lead to a better understanding the role of Markkula, Annu, and Johanna Moisander. 2012. communication in sustainability and ESG issues “Discursive Confusion over Sustainable Con- among the fashion producers. We will point sumption: A Discursive Perspective on the 3 AbstrActs 93 Perplexity of Marketplace Knowledge.” Jour- Peirson-Smith, A., & Evans, S. (2017). Fashionnal of UserPolicy 35: 105–125. ing Green Words and Eco Language: An exam- Mukendi, A., Davies, I., Glozer, S., & McDonagh, ination of the user perception gap for fashion P. (2020). Sustainable fashion: current and fu- brands promoting sustainable practices. Fash-ture research directions. European Journal of ion Practice, 9(3), 373-397. Marketing. Pereira, L., Carvalho, R., Dias, Á., Costa, R., & Musova, Z., Musa, H., Drugdova, J., Lazaroiu, António, N. (2021). How does sustainability G., & Alayasa, J. (2021). Consumer attitudes affect consumer choices in the fashion indus-towards new circular models in the fashion in- try?. Resources, 10(4), 38. dustry. Journal of Competitiveness, 13(3), 111. Thorisdottir, T. S., & Johannsdottir, L. (2020). Neumann, H. L., Martinez, L. M., & Martinez, L. Corporate social responsibility influencing F. (2020). Sustainability efforts in the fast fash-sustainability within the fashion industry. A ion industry: consumer perception, trust and systematic review. Sustainability, 12(21), 9167. purchase intention. Sustainability Accounting, Vollero, A. (2022). Greenwashing: Foundations Management and Policy Journal, 12(3), 571-and Emerging Research on Corporate Sustain- 590. ability and Deceptive Communication. Eme- Peirson-Smith, A., & Evans, S. (2017). Fashion-rald Publishing ing Green Words and Eco Language: An exam- Wilder, A. (2022). H&M Is Being Sued for Greination of the user perception gap for fashion enwashing. What Does That Mean For Fash- brands promoting sustainable practices. Fashion? The Cut. Retrieved from https://www. ion Practice, 9(3), 373-397. thecut.com/2022/08/h-and-m-greenwashing- fashion.html Aug 19, 2022 3 AbstrActs 94 The Role of Communication in Establishing a Shared-Purpose Driven Organisation Hung-Baesecke, Chun-Ju Flora, University of Technology Sydney (Australia) Taylor, Maureen, University of Technology Sydney (Australia) Chen, Yi-Ru Regina, Hong Kong Baptist University (Hong Kong, S.A.R. China) Introduction and purpose of the study explore what role public relations can play in The message is clear: the stakeholders nowadays operationalising this concept and helping an have high expectations for business to contribute organisation address the public expectations to to resolving societal and environmental issues bring positive impact to the society while main- (Braig & Edinger-Schons, 2020; Arthur W. Page taining its economic goals? Moreover, from the Society, 2022). In response, more and more cor- prosocial perspective, the purpose an organisa- porations have started to provide clear purpose tion develops should meet public expectations. statements, explaining their values and missions We propose that organisations may enact this and their expected social impacts to publics. A performance through dialogic communication publicly stated committed purpose and set of and by listening to stakeholders. In this essay, values can help organisations to overcome chal-we are discussing purpose-driven organisations, lenges, to understand the need to adapt, and, shared purpose, dialogic communication and most of al , to foster col aborations with different organisational listening and propose how public stakeholders which ensure organisations behave relations can contribute to an organisation’s bet-in a sustainable manner (Lleo, Bastons, Rey, & ter performance in the society. Ruiz-Perez, 2021). Literature review Whilst it seems to have become mainstream that Purpose-Driven Organizations and Shared contributing to the society is a purpose for an Purpose by Partnering with Key Stakeholders organisation, Zahra and Wright (2016) empha- sized that organisations and businesses should Management scholars Bartlett and Ghoshal strike a balance between gaining economic or “fi- (1994) defined purpose as “a company’s moral nancial wealth”, and enhancing the quality of life response to its broadly defined responsibilities, in a society, i.e., “social wealth.” Purpose-driven not an amoral plan for exploiting commercial organisations have the mission to put their busi-opportunity” (p. 88), and they posited the top ness model of searching for profit at the service management’s role in both communication and of a social or environmental goal. Currently, the action is to inspire the employees in an organiza-discussions of purpose-driven organisations and tion to develop a common sense of purpose. In the resulting benefits in public relations litera-this research, we define organizational purpose ture are just in their infancy stage. We’d like to as the ethical reason and the guiding principle for 3 AbstrActs 95 an organization to accomplish its business goals in communities, societal decision making, and that result in economic and social values. problem solving. Our definition fits the research focus on how an Methodology organization’s prosocial approach to business helps resolve societal issues and brings values to This research intends to develop a theory paper stakeholders. To reach such outcomes, we con- on the role of communication in developing a sider an organisation’s prosocial approach on shared-purpose driven organisation. As a result, purpose can be expanded to a new perspective: we will consult literature from business, organi-a shared purpose (Lleo et al., 2021), a purpose zational theory, and communication. In addi- co-decided by the management and the stake- tion, we will analyze successful cases from the holders essential for achieving the organiza- Arthur Page Society for purpose-driven com- tional purpose. An organization with a defined panies on how CCOs help their organisations purpose is enabled to develop clear goals and implementing the corporate purpose in their objectives for its performance. business operations and engagement with stake- holders. Shared Purpose Through Dialogic Communi- cation and Organizational Listening Results and Conclusions The most important dimension of dialogic com- This paper will discuss how engaging and lis- munication is the orientation to others (Kent & tening to key stakeholders, such as employees, Taylor, 2002). The dialogic approach emphasises shareholders, the community, and the govern- sharing and developing mutual understanding ment on their expectations helps an organisa- with publics (Uysal, 2018). Hence, dialogic com- tion developing a shared purpose that allows it munication enables an organization to develop to work closer with the society and the stake- a shared purpose that is agreed by and creates holders on societal issues. This theory paper is value for stakeholders, inasmuch as the dialog-concluded with propositions on the role of com- ic approach allows organizations to engage with munication for a purpose-driven organisation. stakeholders to strengthen organizations and society. Practical and social implications The International Listening Association (ILA) Establishing a shared purpose should be accom- defined listening as “the process of receiving, plished by two-way communication that in- constructing meaning from, and responding to volves dialogue and listening. This is how CCOs spoken and/or non-verbal messages” (ILA, 1995, can contribute to an organisation’s responsibility p. 4). In public relations research, Macnamara as a corporate citizen to engage and to work with (2016) considered the characteristics of effective stakeholders in resolving social issues/problems. ethical listening should include recognizing and being attentive to others, acknowledging oth-Keywords ers’ views, providing fair interpretations of what Purpose-driven organisations, Dialogic Commu-others say, making the effort to understand and nication, Organisational Listening, Sustainability, providing feedback to others’ views, perspec-Prosocial Communication tives, and feelings in an appropriate manner. In a similar vein, Capizzo and Feinman (2022) contended that organizations should perform civic listening so that they can share responsibilities 3 AbstrActs 96 A Lens to Examine Communication Through Business Continuity Management Hytönen, Eveliina, Laurea University of Applied Sciences (Finland) Ruoslahti, Harri, Laurea University of Applied Sciences (Finland) Introduction and purpose of the study communication in different phases of the event This paper approaches sustainability from a management cycle and resilience development. perspective that combines organizational cyber Communication and communication manage- resilience with the principles of business contiment can contribute to organizational resilience nuity management. The paper describes how a (Buzzanell 2010; Ishak and Williams 2018). Ef- modified Resilience Matrix (Linkov et al., 2013) fective multistakeholder communication and can be used as a framework to understand com- col aboration is essential for reputation and con-munication and communication management. tinuity management, and consequently for in- This Resilience Matrix combines an event man- creased cyber resilience (Knight & Nurse 2018). agement cycle with elements of business conti- Resilience is impacted not only by the techno- nuity and cyber threat intelligence in the context logical elements of cyber physical systems (CPS), of the EU Commission funded Project DYNA-but also by human elements (Ruoslahti, 2020). MO. The research questions of this study are: Methodology • RQ1: How can the Resilience Matrix be used to explain communication needs and re- The Resilience Matrix has been developed for the quirements in different stages of the event DYNAMO project. This development process management cycle? has included literature review and a series of de- • RQ2: How can the Resilience Matrix be used velopment workshops that resulted in the devel- to explain communication management opment of the Resilience Matrix. It will be used needs and requirements in different stages of to make sense of communication and communi- the event management cycle? cation management needs and requirements in the different stages on the resilience cycle. The Literature review Resilience Matrix will be used as a framework to describe what kind of implications this perspec-The Resilience Matrix has been developed to fa- tive could have for communication and commu- cilitate focusing on creating shared situational nication management. awareness and decentralized decision-making by distributing information across networks op- erating in physical, information, cognitive, and Results and conclusions social domains. (Linkov et al. 2013). It does not, The Resilience Matrix developed for the DYNA-however, explicitly discuss or state the role of MO project recognizes a six-phase event man- 3 AbstrActs 97 agement cycle. The plan phase, that has been Literature defined as a single phase in the matrix by Linkov Buzzanel , P.M. (2010). Resilience: Talking, Re-et al. (2013), is divided here into three phases: sisting, and Imagining New Normalcies Into prepare, prevent, and protect. The RM phase ‘re- Being. Journal of Communication, Vol. 60, no. sponse’ corresponds to the absorb phase in the 1, pp. 1. matrix by Linkov et al. (2013), while the ‘recov-er’ phase is the same in both matrixes, followed Ishak, A.W. & Williams, E.A. (2018). A dynam-by the same phases ‘learn’, and ‘adapt’. In the Re-ic model of organizational resilience: adaptive silience Matrix, elements of cyber threat intel- and anchored approaches. Corporate Commu- ligence (CTI) and business continuity manage- nications, vol. 23, no. 2, pp. 180-196. ment (BCM) including risks, critical functions, Knight, R. & Nurse, J. R. (2020). A framework for key personnel, guidelines and procedures, and effective corporate communication after cyber open communication, are combined with the security incidents. Computers & security, vol. event management cycle phases. Communica- 99, 2020, p. 102036, https://doi.org/10.1016/j. tion is described as one of the elements in the cose.2020.102036. Resilience Matrix. The other elements in the RM can set different requirements to communica- Linkov, I., Eisenberg, D.A., Bates, M.E., Chang, tion and communication management. D., Convertino, M., Allen, J.H., Flynn, S.E. & Seager, T.P. (2013). Measurable resilience for actionable policy. Environmental Science and Practical and social implications Technology, vol. 47:18, pp. 10108-10110. The role of communication in the organizational Ruoslahti, H. (2020). Business Continuity for cyber resilience throughout the resilience cycle Critical Infrastructure Operators. Annals of cal s for more research in the field of commu-Disaster Risk Sciences, Vol 3, No 1 (2020): Spe-nication and communication management. It is cial issue on cyber-security of critical infra- important to understand what kind of commu- structure. Available: https://ojs.vvg.hr/index. nication can help to foster organizational cyber php/adrs. resilience and make the organization vulnerable or in turn promote organizational cyber resil- ience. Further study with the RM as a frame- work of data collection and analysis can provide valuable knowledge that will have practical implications in organizations in communication management and planning in complex and fast changing digital environment. Added under- standing of how to manage and plan communi- cation, and communicate organizational cyber resilience is a contribution to theory and may even benefit society. Keywords Organizational cyber resilience, cyber risk communication, cyber crisis communication, business continuity management 3 AbstrActs 98 Re-public relations: An issue-centered approach to organizations and publics Jonkman, J.G.F., University of Amsterdam (The Netherlands) Introduction and purpose of the study nizational publics (Sommerfeldt & Iannocone, The incremental attention and demands for 2023). CSR, current global sustainability transitions, and the increasing entanglements of organiza- In this essay, I elaborate recent cal s to re-embed tions with all sorts of sociopolitical crises and the concept of publics in the work of the Ameri-issues in the digital society, compels PR to fo- can pragmatist John Dewey (Rakow, 2018; Som- cus on societal relevance, mediated communica- merfeldt & Iannocone, 2023). More specifical y, tion and sustainability. The epistemological and based on recent interpretations and elaborations ontological roots of the key concept of publics of the famous Dewey-Lippmann debate in cur- in PR offers a robust foundation for theorizing rent pragmatist political philosophy and the is- about organization-society connections and is- sue mapping literature (see e.g., Marres, 2007), sue-based relations between organizations and I propose a research perspective pertaining to publics. However, the current under-conceptu- issue-centered relationships between organiza- alization and strong organization-centeredness tions and publics. of the concept of publics is a severe problem and shortcoming in PR literature (Sommerfeldt & Literature review and methodology Iannocone, 2023). An often-forgotten point of the Lippmann-Dew- ey polemic is how these two pragmatists even- The term publics origins in pragmatist theory. tual y came to conjointly develop the argument Especial y the ideas of Dewey have been influ- that “the settlement of public issues depends on ential in PR theory from as early as the 1950’s institutional outsiders adopting and articulating forward (Rakow, 2018). The Deweyan notion those issues, and bringing them to the attention that publics manifest as dynamic assemblages of of institutions that are equipped to deal with actors that self-organize and become communi- them” (Marres, 2007, p. 775). This perspective cative, as they are indirectly implicated in issues puts issues center-stage and emphasizes the has long been applied in PR research, but for ar-process of issue-formation by publics engaged bitrary reasons. Particularly James Grunig, and in displacing the issue to locations suitable for others focusing on organization-public relation-settlement. ships (OPR), translated Dewey’s ideas of public formation around issues as a form of democratic Pragmatist social scientists have used Dewey’s politics to the organizational context (i.e., public and Lippmann’s ideas to study issue formation formation in terms of associations around or- on- and offline. In accordance with the broad no-ganizational issues) and argued PR should con- tion of the displacement of politics (i.e., over the centrate on fostering relationships with orga-last decades political decision-making has been 3 AbstrActs 99 widely dispersed to non-traditional/non-dem- In the paper a case-based (i.e., the climate case ocratic locations such as NGO’s, corporations, against Shell in the Netherlands) model is pre- and transnational organizations), these accounts sented which outlines how organizations may highlight that publics in search for settlement apply issue-based PR as both issues-address- of public issues do not a priori discriminate beers and -addressees. In addition, concrete sug- tween formal and informal political addresses. gestions for empirical quantitative (i.e., issue For example, issue mapping studies show how mapping combined with automated framing networks of environmental actors, NGO’s, and analysis) and qualitative (e.g., interviews, focus other organizations are engaged in efforts to ad-groups and participatory research) research are dress issues at organizations like the World Bank outlined. and the United Nations, by forming hyperlinked networks and discursive alliances online. Cur- Conclusion rent cases of networks of civil-society organizations, civilians, scientists, NGO’s, activists, etc. The approach presented in this essay is timely addressing climate change at large energy com- and valuable for PR research, practice, educa- panies (see e.g., the climate case against Shell) tion, as well as for other social actors (e.g., jour-signals similar dynamics. nalists and citizens), as it reconnects organizational PR via issue publics to society and current multi-actor problems. Results Especial y in these times of declining political References power of, and trust in, governments and other political institutions in combination with soci- Marres, N. (2007). The Issues Deserve More etal turmoil and a stronger focus on the social Credit. Social Studies of Science, 37(5), 759– responsibility of organizations, (digital) publics 780. will increasingly seek multiple disparate insti- Rakow, L. (2018). On Dewey: Public relations tutions for addressing and settling issues; for and its eclipse of the public. In: Ø. Ihlen & example, addressing climate change at governM. Fredriksson (Eds.). Public Relations and So- ments, transnational organizations and multi- cial Theory: Key Figures, Concepts and national corporations. In turn, as issue mapping studies show, organizations themselves are part Issues. (pp. 315-333). Routledge. of publics engaged in issue formation. This high-Sommerfeldt, E. J., & Iannacone, J. (2023). A lights the dual role of organizations and PR in “Public” by Any Other Name: Reclaiming issues: Organizations engage in issue-based PR Publics as issue-addresser and -addressee. Theory, and Liberating Publics From “OPR”. In C. Botan & E. Sommerfeldt (Eds.). Public Relations Theory III. (pp. 23-37). Rout- ledge. 3 AbstrActs 100 Organizational Learning for Sustainable Employee Engagement: Redefining Employee Engagement for Shifting U.S. Workforce Expectations Kang, Minjeong, Indiana University (USA) Introduction Literature Gal up’s annual Q12 survey results from its latest Organizational psychology scholars general y 2022 survey revealed that younger generations agree that employee engagement means an ac-of U.S. employees (Gen Z and Millennials) are tivated, passionate, and motivated psychological increasingly demonstrating active disengage-state of an employee that drives discretionary ment in the workplace compared to older gen- efforts in in-role and extra-role performanc- erations (Harter, 2023). Consequently, this re- es (Schaufeli et al., 2002). Engaged employees laxed attitude of younger employees about their demonstrate a high level of participation in or- job has baffled managers and management and ganizational activities typical y outside their for-has warned U.S. organizations to explore better mal job responsibilities. Consequently, scholars ways to engage younger employees. In the mean-have explored antecedents of engagement, such time, in the U.S., quiet quitting has emerged as as trust, job satisfaction, organizational and a phenomenon that describes an attitude among supervisorial support, symmetrical employee young generations of employees who refuse to communication, or transformative leadership, exert discretionary extra-role efforts beyond from the theoretical frameworks of employ-their formal job responsibilities. Quiet quitting ee-organization relationship management and describes an employee attitude that rejects “the social exchange theory (Kang & Sung, 2017). idea that work should be at the central focus of their life…. the expectations of giving their all or However, despite increasing organizational ef-putting in extra hours (Zenger & Folkman, 2022, forts to harness the enthusiasm and commit-para 1). Quiet quitting is a new name for an old ment of younger generations of employees, behavior that describes the lack of engagement. younger generations refuse to subscribe to the However, the prevalence of quiet quitting at- organization-centered labor ideology that de- titudes among younger generations of the U.S. mands all-consuming commitment from em- workforce makes management worry about why ployees, such as their obsession with employee their efforts to increase employee engagement engagement. have not resulted in increased employee engage- ment among Gen Z and younger Millennial em- The stimulus-Response model of organization- ployees. al learning explores the interactions between organizations and the external environment 3 AbstrActs 101 by focusing on how organizations adapt to the norms of the younger U.S. labor force. Hopeful- changes in the organizational environment via ly, the revised paradigm and the definition will the process of organizational learning. Orga-provide scholars and practitioners of organiza- nizational learning and adaptation in response tional communication and management with to shifting internal and external organizational better organizational systems to garner employ-environments facilitate organizations toward ee commitment and enthusiasm from younger achieving effectiveness and sustainable develop-generations of employees. ment via reflective change (Gnyawali & Stewart, 2003). In the evolving and changing psyche of Keywords the U.S. workforce, U.S. organizations must ex- Employee Engagement, Sustainable Workplace, plore sustainable ways to engage their employ- Antecedents of Employee Engagement, Workplace ees. In other words, the conventional y-held ex-Expectations, Gen Z Employees, Mil ennial Em-pectations of discretionary efforts, aka employee ployees, Organizational Learning, engagement, must also undergo a systematic reevaluation that meets the changing workplace expectations and environment that we are wit- References nessing among the younger generations of em- Gnyawali, D. R., & Stewart, A. C. (2003). A con-ployees. tingency perspective on organizational learn- ing: integrating environmental context, or- Scope and Method ganizational learning processes, and types of learning. Management Learning, 34(1), 63-89. The purpose of this study is to critical y examine the antecedents of employee engagement from Harter, J. (2023, January 25). U.S. employee en-the literature from disciplines of organizational gagement needs a rebound in 2023. Gallup. management, psychology, human resources, and https://www.gallup.com/workplace/468233/ employee-organization relationship manage- employee-engagement-needs-rebound-2023. ment and reassess the significant associations of aspx?utm_source=google&utm_medi-these antecedents with employee engagement or um=rss&utm_campaign=syndication the lack thereof based on the known character- Kang, M., & Sung, M. (2017). How symmetrical istics of Gen Z and Millennial U.S. employees. employee communication leads to employee engagement and positive employee commu- A meta-analysis of the literature on engagement nication behaviors: The mediation of employ- and Gen Z and Millennial employee character- ee-organization relationships. Journal of Com-istics will provide theoretical rationales for pro-munication Management, 21(1), 82-102. posing a set of prepositions for a revised para- Schaufeli, W., Salanova, M., Gonzalez-Roma, digm for sustainable employee engagement for V. and Bakker, A. (2002). The Measurement the emerging workforce. of Engagement and Burnout: A Two Sample Confirmatory Factor Analytic Approach. Jour- Conclusions nal of Happiness Studies, 3, 71-92. The meta-analysis of the antecedents will pro- Zenger, J. & Folkman, J. (2022, August 31). vide us with a revised paradigm and a definition Quiet quitting is about bad bosses, not bad of employee engagement as sustainable work- employees. Harvard Business Review. https:// place expectations for sustainable organizational hbr.org/2022/08/quiet-quitting-is-about-bad-governance in the reality of shifting attitudes and bosses-not-bad-employees 3 AbstrActs 102 An Examination of Inoculating Strategies for Effective Communication with Active Publics Kim, Jarim, Yonsei University (Republic of Korea) Ju, Jiyeon, Yonsei University (Republic of Korea) Baek, Jinha, Yonsei University (Republic of Korea) Introduction and Purpose of the Study Literature Review The fact that organizations inevitably experience Inoculation theory, developed by McGuire crises (Coombs, 2015) highlights the impor- (1961), explains how individuals’ pre-existing tance of effective crisis communication with the beliefs or attitudes can be maintained in the face public. While public relations scholars including of challenges or attempts to alter them. As a mo-Grunig (1997) have identified the key targets tivational strategy to protect an existing stance (i.e., active publics) organizations need to priori- (McGuire, 1961), the theory provides a basis for tize to protect themselves from adverse environ-building public resilience against various types ments, strategies for effectively communicating of misinformation including rumors. Echo- with these targets have not received sufficient ing the medical function of vaccines, the the- scholarly attention. This study attempts to fill ory posits that exposure to weak counterargu-this gap by exploring strategies for communicat- ments helps individuals develop resistance to ing—inoculating messages—effectively with key stronger counterarguments they may face in the targets. future because such early exposure leads them to seek out information that supports their exist-The study was conducted in the organization ing, threatened stances. Despite its potential ef-rumor context. Recent technological advances fectiveness as a strategy to strengthen resistance including the development of social media— to organizational crises, the theory’s application which facilitates public information sharing— in public relations has, with few exceptions (e.g., have exposed organizations to increased crisis Wan & Pfau, 2004), remained limited. threats. Regardless of their nature, organization-al crises tend to involve certain degrees of un- Meanwhile, the situational theory of publics certainty and to require time for investigation. posits that individuals’ activeness varies based Such uncertainty and information vacancy lead on the extent to which they recognize, are in- to the creation and spread of rumors (Coombs, volved in, and perceive constraints to resolving 2015). To sum up, this study examines the effects problems. Specifical y, individuals become more of inoculating messages in communicating with active as their recognition of and involvement in active publics who are known to be more like-given problems increase and the constraints they ly to threaten organizations in the rumor crisis perceive decrease. Such public activeness also context. influences their information processing. Active 3 AbstrActs 103 publics are more likely to seek for and elaborate Practical and Social Implications on problem-related information to cope with This study’s finding that inoculating message are problematic situations, while less active pub-more effective in leading active publics to veri-lics process and elaborate on information rather fy rumors suggests that public relations practi-passively (Grunig, 1997). tioners should consider utilizing such messages during crises. Given that active publics are the Based on these two lines of prior research, the primary communication targets for organiza- current study posited that inoculating messages tions during crises, inoculating messages de- that contains more counterarguing information serve practical consideration. Furthermore, the are more effective for communicating with in- current study’s findings are expected to have ap-dividuals with higher levels of public activeness, plications in non-profit and governmental con-because active publics are more likely to seek de-texts, which have also witnessed various forms tailed information to solve related problems. of misinformation, including fake news regard- ing COVID-19. Methodology To compare the effects of inoculating messages Keywords to general persuasive messages, this study em- inoculation theory, public activeness, crisis, rumor ployed an online experiment with 212 participants. Messages (inoculation vs. general per- suasive) were manipulated and public activeness References was measured. Coombs W. T. (2019). Ongoing crisis commu- nication: Planning, managing, and responding Results and Conclusions (5th ed.). Thousand Oaks, CA: Sage. The results showed that inoculating messages Grunig, J. E. (1997). A situational theory of pub-were more effective in increasing intentions to lics: Conceptual history, recent challenges and verify rumors among active publics. Howev- new research. In D. Moss, T. MacManus, & D. er, the use of inoculating messages (vs. general Vercic (Eds.), Public relations research: An in-persuasive messages) did not influence attitudes ternational perspective (pp. 3–48). London: In-toward rumor sharing or corporate reputation. ternational Thomson Business Press. McGuire, W. J. (1961). Resistance to persuasion conferred by active and passive prior refutation of the same and alternative counterarguments. The Journal of Abnormal and Social Psychology, 63(2), 326–332. Wan, H. H., & Pfau M. (2004). The relative effectiveness of inoculation, bolstering, and com- bined approaches in crisis communication. Journal of Public Relations Research, 16(3), 301–328. 3 AbstrActs 104 Australian Publics’ (dis)engagement with sustainability issues Kim, Soojin, University of Technology Sydney (Australia) Tam, Lisa, Queensland University of Technology (Australia) Introduction and purpose of the study tively, active, yet constructive engagement from This study aims to explore how publics’ percep-citizens in current and future-oriented issues is de-tions about sustainability-related issues influ- sired. As such, while studying citizen engagement ence their disengagement and information be-is important for governments across the country, it is integral to also examine citizen disengagement havior in sustainability issues. and identify the possible factors that cause it. Literature review Methodology Facilitating public engagement in future-oriented Online survey from national y representative and distant issues, especial y climate change and sustainability issues, has been proven to be difficult samples of the Australian population was con- (Weber, 2010). An empirical study found that in- ducted in November 2022. Three different struc- dividuals experience psychological distance when tural equation models (SEM) were tested using evaluating possible issues which may (or may not) IBM AMOS version 28. occur in the future (Jones, Hine, & Marks, 2017). The construal level theory of psychological distance Results and conclusions explains that when individuals perceive psycho- The first SEM model results show that when logical distance from a source/an object, their in-publics perceive sustainability-related issues as formation processing is affected such that distant distant issues from their life, they don’t consider issues (i.e., distal objects) are mental y represent-reducing such sustainability-related issues desir-ed at an abstract level whereas urgent issues (i.e., proximal objects) are represented at a concrete able or feasible. Publics’ perception of distance level (Young, 2015). As such, when individuals from the issues lead to disengagement intention see sustainability as a distant issue, they may also toward sustainability-related issues, while their see it as being unactionable. Such a psychological perceived desirability and feasibility of reducing distance could cause individuals to disengage with sustainability-related issues do not have any im-discussions on sustainability-related issues, which pact on their disengagement intention (Figure are critical for the sustainable development of the 1). country. The second SEM model’s results show that when Citizen disengagement, where citizens distance publics perceive sustainability-related issues as themselves from their government physical y or distant issues from their life, they are still wil - emotional y, is a significant and growing concern ing to seek information about those issues. Infor policy makers (Bowden, Luoma-aho, & Nau- terestingly, publics’ perceived desirability and mann, 2016). For democracy to function effec-feasibility of reducing such sustainability-relat- 3 AbstrActs 105 ed issues lead to different behavioral outcomes. to understand and reduce the causes and out- When publics see addressing sustainability-re- comes of citizen disengagement in sustainability lated issues desirable, they are willing to engage issues. This gap in our knowledge cal s for the in information seeking behavior to learn more development of a comprehensive framework of about those issues. However, when they see act- citizen engagement that encompasses listening ing on the issues feasible, they are not interested to disengaged citizens’ voices as well as engaged in seeking information about the issues anymore citizens’, having meaningful dialogue, reflecting (Figure 2). insights from listening and dialogues into the processes of policy development and implemen- The third SEM model results also shared the tation, and communicating policy outcomes in similar patterns: when publics perceive sustain- an effective manner. This study generated new ability-related issues as distant issues from their knowledge about both citizen engagement and life, they are still willing to forward information disengagement in sustainability-related issues. about those issues to others. Same as the results Data results show that practitioners should de-in the first and the second model, publics don’t vise strategies that reduce citizens’ perception of consider reducing sustainability-related issues distance about sustainability-related issues while desirable or feasible when they feel the issues dis-increasing their perception of desirability which tant from themselves. When publics see acting in turn will promote their information behavior. on sustainability-related issues desirable, they are willing to engage in information forwarding Keywords behavior to voluntarily share useful information about those issues with other people. However, construal level theory of psychological distance, when they see addressing the issues feasible or disengagement, desirability, information seeking, actionable, they are not engaging in information information forwarding, feasibility, sustainability forwarding behavior anymore (Figure 3). References Practical and Social Implications Bowden, J. L.-H., Luoma-aho, V., & Naumann, K. (2016). Developing a spectrum of positive There is no existing framework that guides local to negative citizen engagement. In R. J. Brodie, government officials and staff to approach ‘dis-L. D. Hollebeek, & J. Conduit (Eds.), Customer engaged and demotivated citizens’ or to facili-engagement: contemporary issues and chal enges tate engagement regarding sustainability issues (pp. 257–277). Routledge. with them. Australia’s local governments have committed to improving citizen participation Head, B. W. (2011). Australian experience: Civic and engagement to ensure citizens’ meaningful engagement as symbol and substance. Public voices are reflected in its policy decision making Administration and Development, 31(2), 102– about sustainability issues. For example, local 112. doi: 10.1002/pad.599 governments have provided multiple processes Jones, C., Hine, D. W., & Marks, A. D. G. (2017). and methods for citizen engagement, which are The future is now: reducing psychological dis- focussed on opportunities for community groups tance to Increase public engagement with cli- and non-government organisations/actors to mate change. Risk Analysis, 37(2), 331–341. participate in debates on policies (Head, 2011). https://doi: 10.1111/risa.12601 Despite this increasing focus on driving citizen Young, R (2015). Source similarity and social me-participation and engagement, there is no frame- dia health messages: extending construal level work to help local government officials and staff theory to message sources. Cyberpsychology, Be- 3 AbstrActs 106 havior, and Social Networking, 18(9), 547-551. https://doi:10.1089/cyber.2015.0050 Weber, E. U. (2010). What shapes perceptions of climate change? Wiley Interdisciplinary Reviews: Climate Change, 1(3), 332–342. https:// doi:10.1002/wcc.41 Figure 1 3 AbstrActs 107 Figure 2 Figure 3 3 AbstrActs 108 “Why do I feel so alone?” Leadership of ‘in’ and ‘out’ groups in remote Public Relations and Communications teams Kinnear, Susan, University of Dundee (UK) Introduction and Purpose of Study niques within their units. With a select subset of Since March 2020, much of the Public Relations their members, superiors developed leadership and Communications Industry (PRCI) has had exchanges (influence without authority argue to adapt to managing individual team-members that LMX differs from theories of leadership who are no longer physical y co-located. Despite from the dominant management paradigm in the slow return of workers to the office, it is an-that it describes the differentiated relation-ticipated that many PRCI workers will continue ship between the leader and follower. Graen & to ful y or partial y work from home (Holden, Uhl-Bien (1995) argue that previously devel- 2022). oped leadership approaches predominantly fo- cus on the characteristics or behaviours of the In response to such a rapid, discontinuous leader, for example, Trait (Kirkpatick & Locke, change, this paper explores remote management 1991), Path-Goal (Evans, 1970) and Situation- from the perspective of the newly re-located al/Contingency theories (Fiedler, 1964). LMX PRCI worker in the early months of 2020. Using theory, by contrast, attempts to provide a more a qualitative methodology, it deploys Leader/ focussed view than previous leadership theories Member Exchange theory to examine the rela- that assume the leader adopts a single ‘Average tionship between PRCI leaders and both ‘in’ and Leadership Style’ (ALS), rather than tailoring ‘out-groups’ within remote teams. their style for individual followers (Van Breukel-en et al., 2006). Literature Review The central tenet of LMX theory is that the lead-The theoretical framework of the study centres er’s “time, energy and competence resources” on Leader/Member Exchange or LMX theory. are finite and often restricted (Estel et al., 2019, Dansereau et al. (1975)this longitudinal study p. 2)time, energy, making it difficult for leaders found that the degree of latitude that a superior to develop high quality relationships with every granted to a member to negotiate his role was team-member. This leads to the creation of fa- predictive of subsequent behavior on the part voured in- groups, collections of individuals who of both superior and member. Contrary to tra-possess qualities that are attractive to the leader ditional views of leadership, superiors typical y (initiative, motivation, helpfulness etc), and out-employed both leadership and supervision tech- groups who do not (Martin et al., 2016). 3 AbstrActs 109 While a number of contemporary studies have Results and conclusions: examined leadership and trust in remote teams, The findings demonstrate that: no closely related research can be identified for • PRCI teams led by managers with little or the PRCI sector. Similarly, the most recently no experience of leading workers remotely published study on ‘in’ and ‘out-groups’ in re- experienced reduced motivation, creativity, mote teams dates from 2003 (Bos et al., 2004), and productivity. while all other studies identified took the leader • involuntary ‘out’ group members experi- or group perspective rather than the individual enced an acute sense of isolation and disas- follower’s perception. sociation in such an environment. • the PRCI workers most likely to experience This paper redresses such a gap by focusing on such involuntary marginalisation were either the leader/follower relationship from the per- female or homosexual. spective of the remote PRCI worker. It examines the dynamic relationship between leadership Practical and Social Implications: styles (Lewin et al., 1939), physical and motivational needs (Maslow, 1943), the exchange rela- Current commentators predict the future work- tionship between team-members and managers ing environment will be multi-modal (Watkins, (Dansereau et al., 1975)this longitudinal study 2012; Holden, 2022) and as the shock of change subsides and the remote office/studio becomes found that the degree of latitude that a superior more established, good PRCI managers will re-granted to a member to negotiate his role was quire contemporary sources of information on predictive of subsequent behavior on the part remote leadership to improve working relation- of both superior and member. Contrary to tra- ships with teams. ditional views of leadership, superiors typical y employed both leadership and supervision tech-This study suggests that the inherent challenges niques within their units. With a select subset of of maintaining motivation, creativity and pro-their members, superiors developed leadership ductivity in remote teams may be related to the exchanges (influence without authority and the quality of relationship established between the motivation, creativity and productivity resulting manager and the managed, and identifies a se-from that exchange. ries of recommendations on how such challeng- es can be avoided by PRCI leaders in future. Methodology: Using an interpretative research paradigm, sub- References: jectivist ontology and interpretivistic and phe- Bos, N., Shami, N. S., Olson, J. S., Cheshin, A., nomenological epistemology, the study uses & Nan, N. (2004). In-group/out-group effects in qualitative analysis of primary data obtained distributed teams. May 2014, 429. https://doi. from seven in-depth, semi-structured inter- org/10.1145/1031607.1031679 views to answer the question: Dansereau, F., Graen, G. B., & Haga, W. J. (1975). How can leadership styles be adapted to maintain A vertical dyad linkage approach to leadership and improve motivation, creativity and produc-within formal organizations. A longitudinal tivity amongst PRCI teams during periods of re-investigation of the role making process. Orga-mote deployment? nizational Behavior and Human Performance, 13(1), 46–78. https://doi.org/10.1016/0030-5073(75)90005-7 3 AbstrActs 110 Graen, G. B., & Uhl-Bien, M. (1995). Relationship-based approach to leadership: Devel- opment of leader-member exchange (LMX) theory of leadership over 25 years: Applying a multi-level multi-domain perspective. The Leadership Quarterly, 6(2), 219–247. https:// doi.org/10.1016/1048-9843(95)90036-5 Scandura, T. A., & Graen, G. B. (1984). Mod- erating effects of initial leader–member ex- change status on the effects of a leadership intervention. Journal of Applied Psychology, 69(3), 428–436. https://doi.org/10.1037/0021-9010.69.3.428 Watkins, M. D. (2012). How managers become leaders. The seven seismic shifts of perspective and responsibility. Harvard Business Review, 90(6). 3 AbstrActs 111 What makes citizens resilient or vulnerable to disinformation? Identifying connected factors and introducing a new conceptual framework Kont, Jülide, Hanze University of Applied Sciences (The Netherlands) Elving, W.J.L., Hanze University of Applied Sciences (The Netherlands) Broersma, M.J., University of Groningen (The Netherlands) Bozdag Bucak, Çigdem, University of Groningen (The Netherlands) Introduction and purpose silience in essence relates to the ability to with-The question as to why people do or do not be- stand, adapt and recover, mitigating potential lieve or share disinformation leads to a mosaic negative effects of adversity or threat (Masten et of different approaches and research results. To al., 1990; Sapienza & Masten, 2011). In the con-navigate the increasingly convoluted landscape text of disinformation, we define resilience as a of disinformation research, owed to its multi-capability, which manifests in the process of en-disciplinary nature and exponential-like growth countering disinformation and results in either questioning or recognition and dismissal. Vul- since 2016, we applied a systematic review of lit-nerability to disinformation on the other hand erature to answer the research question: which leads to an implicit or explicit acceptance of dis-factors are connected to individuals’ resilience information, which can take the form of sharing and vulnerability to disinformation? false information due to lack of deliberation, being deceived by it, believing disinformation, or Literature review subconsciously internalizing its message. Previous years have witnessed numerous initia- tives to counter disinformation belief, but re- Methodology search results on their effectiveness are inconsis-Our approach is two-fold: we first conducted tent (Marwick, 2018). We argue that to develop a systematic review to identify all connected targeted solutions, we first need to understand factors to resilience and vulnerability to disinthe root of the problem and identify factors that formation. The standardized, protocol-driven are connected to the endorsement of disinfor- methodology and rigorous search for all relevant mation versus their dismissal. Applying the con-literature allows for a reliable overview and com-cept of ‘resilience’ to disinformation opens a new parison of research results on the topic. In a sec-pathway for understanding the issue at hand. ond step we applied the results to the socio-eco-Historical y applied in different disciplines, re-logical model (McLeroy et al., 1988) to put the 3 AbstrActs 112 findings into context. We conducted the system- allows for rich insights, is both an asset and atic review according to the PRISMA Guidelines weakness to our work. Disinformation comes in (PRISMA, 2021), and retrieved the articles from many shapes and forms, consequently we cannot Web of Science, Communication and Mass Me- assume that they take effect identical y. As the dia Complete and PsycInfo. Included were em-research results show, influencing factors act ad-pirical studies, which were published in peer-re-ditively, with single factors mostly only account-viewed journals from 2011-2022 and written in ing for little variance, which further emphasiz- English. In total n=1586 articles were retrieved, es the importance of approaches that allow for of which n=95 met the criteria for inclusion. The uncovering and exploring a range of factors and screening process was performed independently interdependencies. by two researchers for enhanced reliability. Keywords Results and conclusions disinformation, resilience, vulnerability, belief, Our geospatial analysis confirms the findings of sharing previous studies, identifying the US as the main source of research. The topic is in most cases ap-References proached from a psychological perspective, and mainly focuses on factors related to conspiracy Marwick, A. E. (2018). Why do people share beliefs. The qualitative thematic analysis reveals fake news? A sociotechnical model of media twelve factors, which have been connected to re- effects. Georgetown Law Technology Review, silience or vulnerability to disinformation thus 2(2), 474-512. far: thinking styles, political ideology, worldview Masten, A. S., Best, K. M., & Garmezy, N. (1990). and beliefs, pathologies, knowledge, emotions, Resilience and development: Contributions (social) media use, demographics, perceived from the study of children who overcome ad- control, trust, culture, and environment. There versity. Development and psychopathology, is a clear focus on micro level and intraperson- 2(4), 425-444. al factors, such as people’s abilities and charac-McLeroy, K. R., Bibeau, D., Steckler, A., & Glanz, teristics. To move the debate forward, research K. (1988). An ecological perspective on health should not only focus on the micro level but also promotion programs. Health Education Quar-on meso level factors, exploring the influence of terly, 15(4), 351–77. peers, family and (social media) communities. PRISMA, (2021, November 8), PRISMA State- Practical and social implications ment, available at: http://www.prismastatement.org/PRISMAStatement/ The analysis goes beyond mapping the field or content and applies the results to the socio-eco-Sapienza, J. K., & Masten, A. S. (2011). Under-logical model, providing a more holistic view standing and promoting resilience in chil- on what constitutes resilience to disinformation dren and youth. Current Opinion in Psychi-and identifying relevant gaps for research. Our atry, 24(4), 267-273. https://doi.org/10.1097/ proposed framework intends to aid researchers YCO.0b013e32834776a8 as well as practitioners, carving out various levels of influence and thus providing insight for multi-level interventions to increase resilience. The large scope of this systematic review, which 3 AbstrActs 113 Understanding Predictors of Employees’ Turnover Intentions in times of CEO-Initiated Crises Krishna, Arunima, Boston University College of Communication (USA) Introduction and purpose of the study duct stems from key organizational leaders such In July 2018, John Schnatter, the founder of the as CEOs and chairpersons of the board. eponymous pizza chain Papa John’s made head- In recent years, scholars have built on the idenlines when it was revealed that Schantter had tity perspective and proposed identity fusion as used the n-word during a crisis table-top drill a key predictor of publics’ reaction to organiza- (Kirsch, 2018). Reports of the incident caused tional misconduct. Lin and Sung (2014) posited uproar on social media, triggering a reputation- the idea of brand identity fusion as an immuni- al crisis, and Schnatter was forced to resign as ty granting cognitive phenomena that serves to chairman of the company he founded. With in- protect and preserve customer-brand relation- creasing number of instances of organizational ships in the face of brand transgressions. Ex- crises triggered by corporate leaders and CEOs, tending the idea of identity fusion to employees, particularly those that have cults of personality this study focuses on two research questions: and loyal followers such as Schnatter and Elon what are the predictors of employees’ identity Musk, a key question facing public relations fusion? And how is employees’ identity fusion practice is how do employees respond when related to their reactions to a CEO-initiated cor-their organizations face such leadership-cen- porate misconduct? tered crises. The present study seeks to shed light upon this question. Methodology Surveys were conducted among 505 Americans Literature review who are employed by companies with 1000 or The study of organizational misconduct enjoys more employees. Participants were first asked a long history spanning several disciplines, in- about their relationship with the organization, cluding legal (e.g., Coffee Jr., 1977), management their identity fusion with the organization, as (e.g., Maclean, 2008), and communication (e.g., well as their tenure with the organization among Krishna, Kim & Shim, 2018) literatures. As cases other items. Participants were then asked to read of organizational misconduct continue to come a short vignette which stated that their CEO had to light, whether it be in the corporate, govern-been accused of using racial slurs and discrimi- mental, or non-profit worlds, the need for con- nating against minority employees. Participants tinued investigations of the causes, outcomes, were then asked about their reactions to this and impacts of organizational misconduct re- news. mains a scholarly imperative. Of particular in- terest is how employees react when the miscon- 3 AbstrActs 114 Results and conclusions Keywords Structural equation modeling was used to un- corporate misconduct, identity fusion, turnover derstand the relationships between the variables. intentions Length of employment (β = .103, p < .0001) and company performance (β = .35, p < .0001) were References positively associated with identity fusion where-as scope of operation (β = -.12, p < .0001) and Coffee Jr, J. C. (1977). Beyond the shut-eyed union status (β = -.59, p < .0001) were negatively sentry: Toward a theoretical view of corpo-associated with identity fusion. Identity fusion rate misconduct and an effective legal re-in turn was positively associated with situational sponse. Virginia Law Review, 63, 1099-1278. motivation to learn about the crisis (β = .14, p Kirsch, N. (2018). Papa John’s founder allegedly < .0001), which was positively associated with used n-word on conference cal . Forbes. Re-turnover intentions. Length of employment (β = trieved from https://www.forbes.com/sites/ -.11, p < .001) and company performance (β = noahkirsch/2018/07/11/papa-johns-found- -.20, p < .05) negatively impacted turnover in-er-john-schnatter-allegedly-used-n-word-on- tentions. conference-call/?sh=1255ed064cfc Krishna, A., Kim, S., & Shin, K.-J. (2021). Un-Practical and social implications packing the Effects of Alleged Gender Dis- The purpose of this study was to understand crimination in the Corporate Workplace on employees’ turnover intentions upon learning of Consumers’ Affective Responses and Rela- corporate misconduct perpetrated by a compa- tional Perceptions. Communication Research. ny leader, i.e., CEO. The findings indicate that https://10.1177/0093650218784483 the longer employees stay with a company the MacLean, T. L. (2008). Framing and organiza- more likely they are to experience identity fu- tional misconduct: A symbolic interaction- sion with the employer but also report lower ist study. Journal of Business Ethics, 78, 3-16. turnover intentions during times of crisis. Thus, https://doi.org/10.1007/s10551-006-9324-x this study unveils two additional advantages of employee retention, pointing to the importance of employee engagement and retention efforts. 3 AbstrActs 115 Figure 1: Results of exploratory and confirmatory factor analyses Figure 2: Results of structural equation modeling 3 AbstrActs 116 Segmentation of public in children vaccination communication in Slovenia, implementing STOPS/CAPS and pragmatic multimethod approach Kropivnik, Samo, University of Ljubljana (Slovenia) Vrdelja, Mitja, NIJZ (Slovenia) Introduction and purpose of the study Methodology Sustainability can be understood as societal The model has been empirical y confirmed on goal that relates to the ability of people to safe-a general level, drawing on large probability ly co-exist on Earth over a long time. In public sample of mothers in Slovenia (year 2016, N = health perspective, vaccination programmes 1704), using bivariate statistical methods (Vrdel-significantly add to long term safe co-existing. ja, 2023). In the core of the paper, we upgrade On the other hand, in society there is no gen- data analyses of attitudes and communication eral y accepted consensus about their benefits patterns by employing complex graphical and and hazards and that makes promotion of vac- multivariate statistical analyses (e.g., ANOVA cination rather difficult. To improve it, the paper and multidimensional agglomerative hierarchi-advocates a model for recognising involvement cal clustering) to a) confirm the model on the of mothers of young children in communication more detailed level, b) provide vivid inside into of children vaccination, developed by applying results, c) validate the results by triangulation, situational theory of problem solving (Kim and and final y d) uncover and present meaningful Grunig, 2011) to vaccination as sensitive and segments (publics) for communication of chil- insufficiently researched interdisciplinary topic dren vaccination. (Vrdelja, 2023). Results and conclusions Literature review We demonstrate how communication be- In the original study we are drawing on situa- haviour, measured as frequency of information tional theory of publics (Gruning, 1997 and acquisition, information selection and informa- 2005), particularly on STOPS and CAPS (Kim tion transmission in traditional and social me- and Grunig, 2011), as well as on studies demon- dia as well as in direct communication, differ strating importance of vaccination programmes with level of cognitive and affective involvement (e.g., Andre et.al, 2008) and particularly the in the topic, accompanied with level of trust in crucial role of communication in vaccination science, in health system and in medical per- programmes accomplishment (e.g., Leask et. al, sonnel. In general, high level of involvement 2012; Olowo et.al, 2020). and low level of trust match more extensive and 3 AbstrActs 117 more intensive communication behaviour, but Grunig, J. E. (1997). A situational theory of pub-there are significant differences in components lics: Conceptual history, recent challenges and of communication behaviour (i.e., communica- new research. In D. Moss, T. MacManus, in tion channels and forms of communication ac- D. Verčič (Eds.), Public relations research: An tivity). As expected, online sources of informa- international perspective (pp. 3–46). Interna- tion turned out to be the most distinctive. tional Thomson Business Press. Grunig, J. E. (2005). Situational theory of pub- Practical and social implications lics. In R. L. Heath (Ed.), Encyclopedia of The presented relations among attitudes and Public Relations (Issue 2, pp. 778–780). SAGE communication behaviour, and in particular publications. their fusion in obtained segments enable im- Kim, J.-N. and Grunig, J. E. (2011). Problem provement of every step of children vaccination Solving and Communicative Action: A Situa- communication planning and implementation. tional Theory of Problem Solving. Journal of Communication, 61(1), 120–149. Keywords Leask, J., Kinnersley, P., Jackson, C., Cheater, F., STOPS (situational theory of problem solving), Bedford, H., in Rowles, G. (2012). Communi-CAPS (communicative behaviour in problem cating with parents about vaccination: a frame- solving), vaccine hesitancy, vaccination commu-work for health professionals. BMC Pediatrics, nication, trust 12(1), 154. https://doi.org/10.1186/1471-2431- 12-154 Literature Olowo, E. O., Hasan, H., in Wirza, J. (2020). In-Andre, F. E., Booy, R., Bock, H. L., Clemens, J., formation Seeking and Trust on Vaccination Datta, S. K., John, T. J., Lee, B. W., Lolekha, Practices. Human Communication, January. S., Peltola, H., Ruff, T. A., Santosham, M., in Vrdelja, M. (2023). The influence of trust and Schmitt, H. J. (2008). Vaccination greatly re- afective and cognitive factors on communi- duces disease, disability, death and inequi- cation of mothers in relation to vaccination. ty worldwide. Bulletin of the World Health Doctoral disertation at University of Ljublja- Organization, 86(2), 140–146. https://doi. na, Faculty of Social Sciences ( submitted for org/10.2471/BLT.07.040089 assessment). 3 AbstrActs 118 Media image on social (ir) responsibility of Croatian banks Lacković, Stjepan, Polytechnic of Baltazar Zaprešić (Croatia) Šporčić, Mateja, Polytechnic of Baltazar Zaprešić (Croatia) Introduction and purpose of the study receive more favourable media coverage and Corporate social responsibility (CSR) as a func- whether firms use CSR to actively manage their tion of business reputation of a company is in media image. Mandina et al. (2014) investigate close relationship with media visibility of sus- the effectiveness of CSR in enhancing compa- tainable and social y responsible practices and, ny`s image by questioning respondents, which indirectly, with media image of a company. PR are representatives of key stakeholders. The department’s efforts in promoting visibility of topic is also approached from the impression company’s social y responsible policies is often management perspective, hence Tata & Prasad being evaluated and measured. The purpose of (2014) want to answer the question if CSR im- this study is to investigate the question of effec-age perceived by audiences is accurate portrayal tiveness of PR activities in promoting social y of the organization’s CSR identity and congruent responsible practices, hence the main research with the desired CSR image. question can be posited as follows: Is PR cover- age of CSR policies of a company in any correla- Methodology tion with the media image of the company? The The main method used for collecting data on PR banking sector was taken as an example, more coverage of social y responsible practices is con-precisely, three Croatian banks – Zagrebačka tent analysis of banks’ promotional articles in banka (ZABA), Erste&Steiermärkische Bank the Croatian digital media. The analysis will be and Privredna banka Zagreb (PBZ). done on a corpus consisted of promotional web- page articles published in the period January 1, Literature review 2022 to December 31, 2022. In order to position the research agenda pre- On the other hand, the main method for collect- sented in this talk, a review of papers on com- ing data on media perception of the three cho- municating CSR activities and media image of sen banks will be content analysis of press-clip-CSR will be provided. Manheim & Pratt (1986) ping material on those banks in the same period investigate if social-responsibility programs are (during year of 2022). The results of the two communicated effectively enough in terms of analysis will then be compared. maximizing the returns on corporate efforts. Du et al. (2010) follow the same motivation (maxi- Results and conclusions mizing business returns to CSR) in their posit- The main result of the study will be the proposal ing the conceptual framework for effective com-of a novel model for measuring effectiveness of munication of CSR. Cahan et al. (2015) examine PR activities in promoting social y responsible whether firms that act more social y responsible practices and in creating company’s media im- 3 AbstrActs 119 age. Besides that, the result is in the possibility to Literature find the examples of successful, as well as of less Cahan, S. F., Chen, C., Chen, L., & Nguyen, N. successful implementation of CSR policies and H. (2015). Corporate social responsibility and its PR coverage technics. media coverage. Journal of Banking & Finance, 59, 409-422. Practical and social implications Du, S., Bhattacharya, C. B., & Sen, S. (2010). Practical implications of the research could be Maximizing business returns to corporate so- offering guidelines for efficient communicating cial responsibility (CSR): The role of CSR com- of social y responsible practices in the business munication. International journal of manage-sector. Indirectly, this contribution is questionment reviews, 12(1), 8-19. ing the purposefulness and ethical implications of CSR in the banking sector. Mandina, S. P., Maravire, C. V., & Masere, V. S. (2014). Effectiveness of corporate social re- Keywords sponsibility in enhancing company image. Journal of Applied Business and Economics, corporate social responsibility of banks, PR cover-16(3), 152-170. age of CSR, media image of banks Manheim, J. B., & Pratt, C. B. (1986). Communicating corporate social responsibility. Public Relations Review, 12(2), 9-18. Tata, J., & Prasad, S. (2015). CSR communication: An impression management perspective. Journal of business ethics, 132, 765-778. 3 AbstrActs 120 Sustainable Early Warning Systems (EWS) in Disaster Management: Can communication practitioners provide the answer? Le Roux, Tanya, Bournemouth University (UK) Introduction and purpose of the study An Early Warning System (EWS) can be defined Furthermore, it could be argued that an EWS as a proactive communication system that assist is a function of the disaster risk reduction field. governmental departments in providing infor- However, Fraustino et al (2012) clarifies that communication is central in the EWS process, mation for evidence-based planning and acting by stating that it includes, but are not limited to, on disasters, and include information dissemi- “information disseminated to the public by gov- nation to communities during times of disas- ernments, emergency management organiza- ter (UN 2023). The benefits of an EWS include tions, and disaster responders, as well as disaster saving lives and infrastructure, and limiting the information created and shared by journalists impact of a disaster on livelihoods. Through the and the public”. Sudmeier-Rieux (2016) agrees UNDPs Signature Programme various such sys- by urging an integrated approach to the areas tems have been put in place across Africa, Asia of disaster management, communication and and the Pacific. sustainability in order to include all social factors involved at all levels of society in the EWS. The United Nations made the following state- It therefore requires knowledge of communica- ment about EWS: “A successful EWS saves lives tion, in order for the EWS to be successful and and jobs, land and infrastructures and supports sustainable. long-term sustainability” (UN 2023). The need for an EWS is also mentioned in the 2030 Agen- This paper aims to further elaborate on the re- da for Sustainable Development, specifical y in quirements for an EWS to be seen as sustainable. the Sustainable Development Goals Target 13 (Demir & Kim 2023; Twigg 2021). In this con- Literature review text an EWS is seen to be directly aligned with Disaster risk reduction, communication man- supporting sustainability goals. agement and community development literature However, in contrast, Twigg (2021) argues that are used to investigate this phenomenon. Disas- sustainability is rarely discussed in practice ter risk reduction theory examines the impact of when considering EWS, with a lack of clarity of disasters on social, economic and environmen- what sustainability would entail and how it will tal level, with the focus on creating resilience. be applied to the EWS development process. Strategic communication management litera- 3 AbstrActs 121 ture is used to highlight a pro-active approach, Keywords and stakeholder management to promote col- Disaster communication; Early warning systems; laboration for mutual benefit. Community de-Sustainability velopment literature highlights the community’s human rights, right to inclusion and principles of empowerment. References Demir, C. & Kim, S. 2022. Early warnings save Methodology lives and support long-term sustainability. https://www.undp.org/eurasia/blog/early- The interdisciplinary literature study will syn- warnings-save-lives [Accessed: 26 Jan 2023] thesise previous research with the reality of case studies to discover meta-level guidance for sus-Fraustino, J.D., Brooke Liu, D. & Jin, Y. 2012. So-tainable EWSs. This paper forms part of a larger cial Media Use during Disasters: A Review of study aimed at developing a sustainable EWS for the Knowledge Base and Gaps. College Park, the Eastern Cape, South Africa. MD: START. https://www.start.umd.edu/sites/ default/files/publications/local_attachments/ Results and conclusions START_SocialMediaUseduringDisasters_Li- tReview.pdf [Accessed: 26 Jan 2023] Overal , it would seem that the role of the com- munity, especial y including the most vulnera- Sudmeier-Rieux, K., Fernández, M., Penna, ble, would be crucial in developing an EWS that I.M., Jaboyedoff, M. & Gail ard, J.C. 2016. will be sustainable. In particular, it has been Identifying Emerging Issues in Disaster Risk found that specifical y in the first phase of de-Reduction, Migration, Climate Change and veloping the EWS – understanding the risks and Sustainable Development: Shaping Debates hazards of the area – there is general y a lack of and Policies. Springer: Switzerland. community involvement. It is of utmost impor- Twigg, J. 2021. Sustainability of early warning tance to understand the community’s view on systems: Discussion paper. BRACC. UN. 2023. risks and hazards, as well as indigenous knowl- Sustainability. https://www.un.org/en/aca- edge, before developing a system. Secondly, in demic-impact/sustainability [Accessed 26 Jan the third phase of developing a EWS – dissem- 2023] inating trust-worthy information – clear buy-in from the community is needed. It can be argued that in the realm of disaster communication when creating an EWS, the social element of inclusion of the community, should be prioritised. Practical and social implications The role of a communication practitioner that can liaise with the community, encourage com- munity participation, and has a clear under- standing of creating a trust relationship, are crucial in the development of EWSs in the field of disaster risk reduction. 3 AbstrActs 122 Remarks on communication and sustainability: in search of the best practices Loureiro, Mónica, BNP Paribas (Portugal) Introduction and purpose of the study utes to the internal relations and commitment In the recent decades, we have seen organisa- of employees, promoting a sense of belonging. tions changing and adapting to numerous fac- The interaction of both disciplines within the tors. Sustainability is now a must have for their organisations will be the focus of this paper, as survival, making communication a key aspect per Karmasin argues (2002) “sustainability is a of these organisational changes. More than ever, communication problem”. the employee is at the core of what is the identity and culture of organisations, which now seek to Methodology meet their needs and expectations. The starting point of this research was then to This research is focused on the National Sus- understand the role of communication in rela- tainability Award of a newspaper in a southern tion to sustainability topics - how can the com- European country, specifical y companies that munication function enhance the matter of applied for the Sustainability Communication sustainability among employees so that they be-category. come agents of change? Out of the 26 private and public sector compa- Literature review nies that are part of this universe, semi-struc- tured script-based interviews were conducted The United Nations 2030 Agenda is proposing with communication and/or sustainability spe- a clear and realistic path towards sustainability. cialists to eight private sector companies to un-This made organisations necessarily more aware derstand what role communication plays at an of the impact their activity has on the communi- organisational level and its dynamic with sus- ty and, above al , whether this impact is positive and social y accepted. tainability themes. The data collection period ran from October 2021 to January 2022 and was Sustainability is therefore a strategic imperative conducted online. for them and is essential for their financial viability and success (Eweje, 2011; Preston, 2001 cited A thematic categorical analysis of manifest mes-by Brunton, Eweje & Taskin, 2017). However, sages was conducted, with the categories were there is still a lack of consensus on the concept defined in both concept-driven and data-driven of sustainability (Weder, Krainer, & Karmasin, subcategories. 2021), as is the case for internal communication. In its core, internal communication contrib- 3 AbstrActs 123 Results and conclusions The results show that there is no unanimous an- In what concerns the limitations of this research, swer to the starting question, although there are we must consider the fact that the research was several points of convergence between the par- carried out in a period still extremely marked by ticipants. What was noted during the interview the COVID-19 pandemic, as well as the fact that process is that the internal and external factors each organisation was responsible for selecting of each organisation influence how the commu- the person to be interviewed, which has influ- nication is perceived. In most cases, commu- enced each other’s vision of sustainability and/or nication is seen as technical and the dynamic communication. between both disciplines as one of being at the service of. Practical and social implications It is intended that the considerations presented This conclusion was seen as an opportunity to contribute to address sustainability in organisa-present broader considerations on what can be tions and how communication can play a ma- considered as good practices regarding what is jor role on the involvement, empowerment, and the role of communication in relation to sustain-motivation of employees by actively co-creating ability topics in organisations, as well as its role a perception of what is sustainability and what is in changing employee behaviour. the employee role in it. From the literature review and analysis of the Final y, acknowledging that the sample present- results, five main considerations arose: 1. estab-ed in this study is rather small and non-repre- lish a shared definition of what is each organisa-sentative, it is considered that it would be ex- tion view of sustainability, so that employees can tremely interesting to replicate the study in a make their own judgements and decide to adopt representative sample and to see whether the or modify certain behaviours based on it; 2. results would be similar or not, and what further communicate with purpose from the active lis-considerations could be reached. tening of employees and their expectations and needs, in order to establish a two-way relation- Keywords ship with them; 3. present ‘sustainability’ as part of a story that involves the employees and helps Corporate Communication; Internal Communi-them understand how it impacts them, leading cation; Sustainability; Good Practices. to the co-creation of communication process- es; 4. rethink the role that managers can have in what concerns sustainability themes within organisations, by being active examples and po- tential enhancement engagement mechanisms; 5. promote a culture that creates the necessary environment for the employees to become ad- vocates of sustainability themes and the organ- isation itself. 3 AbstrActs 124 On Sustainability Publics: Theories of Segmentation and Incentivization for Effective Strategic Environmental Communication Lovari, Alessandro, University of Cagliari (Italy) Vaz de Almeida, Cristina, CAPP – ISCSP (Portugal) Lee, Hyelim, University of Oklahoma & Debiasing and Lay Informatics (DaLI) Lab (USA) Hollenczer, Jimmy, University of Oklahoma & Debiasing and Lay Informatics (DaLI) Lab (USA) Kim, Jeong-Nam, University of Oklahoma & Debiasing and Lay Informatics (DaLI) Lab (USA) Introduction Literature review Despite the growing body of evidence chroni- The challenge in sustainability communication cling environmental and sustainability issues, is rooted in the nature of publics. Citizens do not public engagement remains nonoptimal. There pay attention to issues unless problematic situa-is a general sense that the ill-effects of these is-tions directly affect individuals. According to the sues will not be felt for a long time. Indeed, the situational theory of problem solving (STOPS) central challenge in environmental communi- (Kim & Grunig, 2011), media and elite attention cation is to articulate the exigence of the issues to social problems are not requisite conditions despite the fact that individual citizens are not for motivating lay publics to search for and share currently encountering related problematic sit-problem-related information. Hence, sustain- uations personal y. The rise in media coverage, ability communicators face serious difficulties in geopolitical disorder, and scientific research grasping the attention of publics. highlights the pertinence of public indifference. Our paper (funded by an Arthur W. Page Center Currently it is unclear how to elicit higher levels grant) aims to understand why citizens choose of attention and action in lay publics. What is - or choose not - to engage with environmen- more, the digital information space is prone to tal issues. Our framework integrates theories of rapid diffusion of pseudo-information and, with problem solving with citizen incentives and gen- regard to environment and sustainability, can be erates segmentation strategies for citizen-pub-characterized by inadequate or illegitimate con- lics in the United States, Italy, and Portugal. tent. Without research seeking to mitigate this problem, things could become much worse. Kim and Ni (2013) classified two types of com- munication problems: (1) Organization-Initi- 3 AbstrActs 125 ated Public Relations (OPR) problems and (2) Implications Public-Initiated Public Relations (PPR) prob- lems. Here, OPR will be used because, as men- This study has both theoretical and practical tioned above, publics have not arisen organical y implications. Findings could be used by practi-in the context of environmental issues and there-tioners and governments for sustainability com- fore cannot serve as the initiators of communi- munication campaigns or public relations inter- cation development. With reference to OPR, ventions to foster pro-sustainability publics and Kim and Ni suggest synthetic public segmenta-continued engagement (i.e., OPR problem, Kim tion strategies that identify likely sympathizers & Ni, 2013). Concerning theories, results will who may serve as key points for information introduce new public engagement strategies, campaigns. Kim and Ni’s framework of segmen- synthesize a foundational theory of publics, and tation is predicated on the situational theory of renew classical conceptual accounts of active problem solving (STOPS), which explains the publics’ incentives (e.g., Olson, 1971, J. Grunig, situational nature of publics and thus assists in 1997). the identification of potential sustainability publics (J. Grunig, 1997). Also relevant is an earlier Keywords theoretical model of incentives, including mate- rial, solidary, purposive, or selective incentives public segmentation, incentives, STOPS, sustain- (J. Grunig, 1989). ability, environmental communication Thus, this study seeks to search for relevant pub-References lics and discern why some are more active than others regarding environmental issues. In doing Grunig, J. E. (1989). Sierra club study shows so, it will be possible to refine communication who become activists. Public Relations Review, strategies that incentivize cognition and com-15(3), 3-24. municative action. Grunig, J. E. (1997). A situational theory of publics: Conceptual history, recent challenges and Methodology new research. In D. Moss, T. MacManus, & The research team is conducting Computer As- D. Verčič (Eds.), Public relations research: An sisted Web Interviews (CAWI) in the United international perspective (pp. 3–46). London: States, Italy, and Portugal. The CAWIs will be ITB Press. administered to samples of 500 citizens in each Kim, J.-N., & Grunig, J.E. (2011). Problem solv-country, 1,500 citizens in total. The interviews ing and communicative action: A situational are dedicated to understanding participants’ sit-theory of problem solving. Journal of Commu- uational perception, cognition, and incentives, nication, 61, 120-149. as well as understanding communicative actions on digital platforms and perceived message Kim, J.-N., & Ni, L. (2013). Integrating formative framing of environmental issues. and evaluative research in two types of public relations problems: A review of research pro- Results grams within the strategic management ap- proach. Journal of Public Relations Research, As this study is in progress, findings will be presented and discussed at the conference. Findings 25, 1-29. will suggest a set of new theoretical principles Olson, M. (1971). The logic of collective action. for effective public communication concerning Cambridge, Massachusetts, Harvard Universi- sustainability issues. ty Press. 3 AbstrActs 126 How can anti-consumption be effectively communicated? Lučić, Andrea, University of Zagreb (Croatia) Uzelac, Marija, University of Zagreb (Croatia) Introduction and purpose of the study brand-societal (consumers guided by the belief Overconsumption leads society toward envi- that specific brands or products are harmful to ronmental, social, and personal disbalance. As the environment and society), and brand per- consumption boycotting, anti-consumption sonal (consumers that practice avoidance of a represents the solution that leads consumers brand due to related negative events). Evidently, toward overall social and personal equilibrium general-societal and general-personal are target and well-being. The paper aims to analyse the market that brands that with to position them- efficient path of the positioning the anti-con- selves as anti-consumption could target. sumption in consumer perception through com- munication appeals. The purpose of the paper Methodology is to recommend communication guidelines to Previous research lacks any analysis of existing empower anti-consumption among consumers. anti-consumption appeals and their strategies. Literature review – Anti-consumption is de-In order to identify, target, and implement po- fined as the deliberate and meaningful exclu- tential strategies, the paper conducted a case sion or expulsion of goods from consumption study analysis including relevant communica- or the reuse of already acquired goods to avoid tion strategies that are using anti-consumption consumption (Makri et al., 2020). It represents appeals in different industries considering an- the rejection of consumer practices and a strong ti-consumption consumer typology. The sample aversion to consumption (Zavestoski, 2002) of communication appeals includes campaigns which leads consumers toward personal wel-diverse set of industries (fashion, function- fare. As such it is in complete contradiction to al clothing, food etc.) that is analysed through very nature of everyday communication appeals the classification of chosen market strategy and that are developed and implemented to proclaim goals, target market, ethical grounds and the larger consumption. Anti-consumers are defined alignment with the overall image and commu- as consumers driven by the tendency to be a part nication. of sustainable and social well-being (Pangarkar, Shukla and Charles, 2021). The typology of an-Results and conclusions ti-consumption identified four different kinds of The paper brings recommendations for the shap-consumers (Iyer and Muncy, 2009): general-so- ing of marketing strategies and communication cietal (consumers concerned about social and appeals. Also, the paper proves that anti-con- environmental well-being ), general-personal sumption appeals are possible to implement in (consumers driven by a spiritual or ethical belief marketing communication. Results present very that focusing on self-serving activities is wrong), valuable, upcoming and relevant topic that the 3 AbstrActs 127 market yet has not discovered. Practical and social implications The presented recommendations can serve companies as showcase to discover the idea of anti-consumption as communication appeals. Through the efficient strategies, companies could create an image of a social y responsible company. On the other hand, by empowering anti-consumption, consumers could reach per- sonal welfare and participate in overall social equilibrium. Final y, the paper brings recom- mendations for further research in the context of the evaluation of the implemented strategies. Keywords anti-consumption, sustianbility, marketing communication, communication appeals References Makri, K., Schlegelmilch, B. B., Mai, R., & Din-hof, K. (2020). What we know about anticon- sumption: An attempt to nail jel y to the wal . Psychology & Marketing, 37(2), 177-215. Zavestoski, S. (2002). The social–psychological bases of anticonsumption attitudes. Psycholo- gy & Marketing, 19(2), 149-165. Iyer, R., & Muncy, J. A. (2009). Purpose and object of anti-consumption. Journal of business research, 62(2), 160-168. Pangarkar, A., Shukla, P., & Charles, R. (2021). Minimalism in consumption: A typology and brand engagement strategies. Journal of Busi- ness Research, 127, 167-178. 3 AbstrActs 128 Communication and Sustainability in Public Health: Bibliometric Analysis Marques, Isabel, ISCSP ULisboa (Portugal) Duarte Nogueira, Fernanda Maria, ISCSP ULisboa (Portugal) Marques de Carvalho, Alba Caterine, ISCSP ULisboa (Portugal) Introduction cation and sustainability in Health, pointing out The rapid growth of health expenditures, reduc-the thematic trends, research topics, theories, tion in public funding, population aging and methods presented in the studies, countries and the need for greater integration between safety authors that most contribute to the development and environment affect sustainable develop- of issues in order to identify gaps in the litera-ment in Health. Assessing the sustainability of ture and to guide emerging opportunities in the public sector organizations requires a multidis- literature, in the field of global social public re-ciplinary approach and involves different areas lations. of knowledge, including medicine, informatics, engineering, sociology, anthropology, social Literature Review work, administration, law, and communication The assessment of eHealth must consider that sciences. information and communication technologies (ICT) are only part of an organization’s inno- In this context, government agencies end up vation system. It is essential to understand the needing the development and evaluation of human factors involved in health systems, the health communication strategies to support the environment and the contexts in which ICT are creation and assessment of health communica- used in Health. tion tactics to decision-making. Information capacity based on trends in health care reform An important objective of any Health commu- and health information technologies must man- nication effort is to maintain its delivery and age unprecedented amounts of information for effectiveness over time. During the Covid-19 public health assurance and assessment, includ- emergency period, communication and media ing population-level health surveil ance and metrics. If health departments have the required reports were extremely important. On the one capabilities, advancements in electronic health hand, the “emotional” character of communi- records, interoperability and information inter- cation aimed to promote solidarity and unity change, public information sharing, and other among citizens. Opposed to that, scientific com- areas can help information management. munication has played a key role both as tech- nical and scientific consultation for the policy maker and as a guide for mass communication Purpose (Valenti et al., 2023). The World Health Organi- The objective of this research is to provide a zation (WHO) launched an international public global and bibliometric overview of communi- relations campaign to tackle the Covid-19 virus, 3 AbstrActs 129 focusing on three main axes: advertisements, blood glucose meters. These programs, called images, and videos (Al Zubaidi & Ahmed, 2022). “mHealth”, contribute to the current shift in in-Health information plays an important role in ternational health described by many scholars as risk prevention. As it broadens even farther, the “global health”. Internet is emerging as an important source of health information for the public (Ekezie et al., Methodology 2022). Another important component are cell The study presents a Systematic Literature Re- phones, which have become the most wide- view (SLR). In this sense, following the PRISMA spread communication technology across the checklist 2020, an attempt will be made to map world. It improves health car simply by al- and summarize the results of studies based on low appointment reminders, to enable mobile research in the Web of Science (WoS), SCOPUS Figure 1: Identification of studies via databases and registers 3 AbstrActs 130 and EBSCO databases. The RSL protocol and Keywords registration in INPLASY will be developed. Sustainability; public health administration; communication. To support the conduction of the RSL, a guiding grid of the quality of the studies will be selected (e.g., ROBINS-L), excluding the usual y desig-References nated gray literature. To guarantee the quality of Valenti A., Mirabile M., Cannone E., ... Lavicoli the review, the inclusion and exclusion process S. (2023). The impact of COVID-19 pandem- of articles will be conducted by two researchers. ics on the development of health risk commu- In addition, the articles included in the study are nication: Challenges and opportunities. Intersubject to the AMSTAR-2 grid, used to ensure national Journal of Environmental Research the quality of the analysis. Figure 1 shows the and Public Health, 20(1). different approaches that we intend to highlight. Al Zubaidi, MHK & Ahmed, RQ (2022). The contents of the campaign (your health is a Results Expected trust) of the world health organization in Iraq As a result, it is expected to contribute to the to prevent infection with COVID-29 virus. literature regarding sustainable public relations Res. Militaris, 12(2), pp. 4128-4243. practices and, considering the needs and guide- Ekezie, W., Maxwel , A., Byron, M., … Pareek, lines of government institutions, contribute to M. (2022). Health communication and in- better formulations of public communication. equalities in primary care access during the COVID-19 pandemic among ethnic minori- ties in the United Kingdom: Lived experiences and recommendations. International Journal of Environmental Research and Public Health, 19(22). 3 AbstrActs 131 Examining the Impact of Leaders’ Use of Motivating Language on Employees’ Psychological Well-being during the COVID-19 Pandemic Men, Linjuan Rita, University of Florida (USA) Qin, Yufan Sunny, James Madison University (USA) Hong, Cheng, California State University (USA) Introduction and purpose of the study from employees’ direct supervisors, could large- Employees’ psychological well-being has ly impact how employees feel and perceive the achieved increasing scholarly attention over situation and their employer organization. Yet, the past decade (Walden, 2021). The issue has what and how supervisors should communi- been further brought to the spotlight during cate during such uncertain crisis times and its the COVID-19 pandemic due to the multi-level nuanced impact on employees’ psychological challenges this public health crisis posed to em-well-being remain underexplored. ployees’ mental health and overall well-being. Given the demonstrated linkages between em- To fill this important research void and enrich ployees’ psychological well-being and various the body of knowledge on leadership communi- employee and organizational outcomes such as cation during turbulent times, this study adopts job satisfaction, employee engagement, organi-the theoretical lens of Motivating Language The- zational commitment, and employee retention ory (MLT) that prescribes three types of strategic (Brunetto et al., 2012; Walden, 2021), scholars languages that leaders can utilize: direction-giv-from the fields of communication and manage- ing, empathetic, and meaning-making languag- ment have examined various antecedents of em- es. Specifical y, this study proposed a conceptual ployees’ psychological well-being. model that predicts the positive impact of lead- ers’ use of motivating language on employees’ Among the sundry influencers of employees’ psychological well-being during the COVID-19 psychological well-being, leadership communi- pandemic. To delineate how this process works, cation arguably plays an irreplaceable role due the study proposes leader trust as a potential to supervisors’ day-to-day interactions with em- mediator in this process. ployees. Especial y during the turbulent times when the organizations’ normal operations and Literature review/conceptualization work routines are interrupted, employees natu- As one of the dominant theories in leadership ral y look to their leaders for information, guid-communication that have been widely tested in ance, support, and assurance (Men et al., 2022). socio-cultural contexts (Mayfield & Mayfield, Leadership communication, particularly those 2018), motivating language theory suggests 3 AbstrActs 132 that leaders’ use of direction giving (i.e., which ee trust toward the leader during the COVID-19 clarifies goals, expectations, responsibilities and pandemic. While leadership trust did not direct-provides guidance), empathetic (i.e., which ex- ly influence employees’ psychological well-be- presses care, sensitivity, and support that cre- ing, leaders’ use of direction-giving language (β ates interpersonal bonds), and meaning-mak- =.29, p<.001) and empathetic language (β =.15, ing languages (i.e., which emphasizes vision, p=.07) both showed significant positive effects, culture, values, etc.) can lead to various work-with the former casting a stronger effect. Surpris-place outcomes. This study links such strategic ingly, leaders’ use of meaning-making language leader speak to leadership trust and employees’ did not influence employee trust toward the psychological well-being. Trust toward the lead- leader; yet, it negatively influenced employees’ er is defined as the employees’ willingness to be psychological well-being (β =-.20, p<.01), which vulnerable to the words, actions, and decisions suggests that vision, values, and cultural com- of his or her supervisor (Williams, 2001). Em- munication might not be the most relevant and ployees’ psychological well-being is defined to imperative to employees during the challenging include a “hedonic” component that emphasizes pandemic times. In a mode of frustration, anx- positive feelings, emotions, moods, and overall iety, and uncertainties, leaders’ communication life satisfaction and a “eudaimonic” aspect that of irrelevant information could potential y com-stresses purposeful experiences that provide di- plicate the issue and cause information overload rections, meaningfulness, and self-fulfillment that backlashes. To cultivates trust and enhance (Boniwell & Henry, 2007). employees’ psychological wel being, leaders should prioritize information transparency, pro- Method vide clear directions, guidance, and task param- eters as well as communicate empathy, compas- To test the proposed conceptual model, an on- sion, care, and sensitivity to employees’ needs. line survey was conducted with 391 full-time employees in the U.S. recruited via Amazon Practical and social implications Mechanical Turk in May 2020. The average age of the respondents was 33.26 years (SD = 9.49). Overal , this study advanced leadership commu- Among the respondents, 64% were male and nication and internal communication literature 36% were female. The majority of respondents and expanded the application of MLT to crisis (88%) earned 2-year college degree or higher. times. The findings provide important practical Over 42% (42.7%) of them held positions in the implications for internal communication pro- organization as middle-level management, fol- fessionals and organizational leaders who aspire to foster a trusting and psychological y healthy lowed by non-management (34.6%), lower-level workforce that can thrive over challenging times. management (18.8%), and upper-level manage- ment (3.8%). Measures of the study were all ad- opted from existing literature and demonstrated Keywords satisfactory reliabilities. leadership communication, internal communication, motivating language theory, psychological Results and conclusions well-being, COVID-19 Path analysis with demographic variables con- trolled showed that leaders’ use of direction-giving language (β=.25, p<.001) and empathetic language (β =.57, p<.001) both nurtured employ- 3 AbstrActs 133 References Boniwel , I., & Henry, J. (2007). Developing conceptions of well-being: Advancing subjective, hedonic and eudaimonic theories. Social Psy- chology Review, 9(1), 3–18. Brunetto, Y., Teo, S. T. T., Shacklock, K. & Farr-Wharton, R. (2012). Emotional intelligence, job satisfaction, well-being and engage- ment: explaining organisational commitment and turnover intentions in policing. Human Resource Management Journal, 22(4), 428-441. Mayfield, J., & Mayfield, M. (2018). Motivating language theory: Effective leader talk in the workplace. Palgrave Macmil an. https://doi. org/10.1007/978-3-319-66930-4 Men, L. R., Jin, J., Mitson, R., & Vielledent, M. (2022). Leadership communication during turbulent times. In Falkheimer, J., & Heide, M. (Eds). Research Handbook of Strategic Commu- nication (pp. 366-383), Edward Elgar Publishing Walden, J. (2021). Enhancing employee well-be- ing through internal communication. In Men, L. R. & Tkalac Vercic, A. (Eds.). Current Trends and Issues in Internal Communication: Theory and Practice (pp. 149-164). Palgrave Macmil-lan. 3 AbstrActs 134 Does 360º communication promote more sustainable behavior in organizations? Monteiro Mourão, Rita, Universidade Europea, IADE (Portugal) Introduction and Purpose of the Study 2012). Therefore, in addition to vertical commu- This research seeks to understand how commu- nication (i.e., between managers and subordi- nication can influence the sustainable attitudes nates), horizontal communication (i.e., between and behaviors of organizational actors. the various organizational actors) has also been developing. As such, we will consider the communication climate that presents itself as horizontal, bidi-It is known that in organizations whose cultures rectional and symmetrical, trying to understand tend to be more col aborative and where there is how this influences managers and, consequent-greater power sharing, a specific type of commu- ly, the attitudes and behaviors that employees nication tends to develop that is called support-adopt. This is because it is known (it is justified ive communication. In a generic way, supportive in the literature review chapter) that increasingly communication tends to be clear, precise, open organizations seek managers who have a mento- and shared (Czech & Forward, 2010). ring role, contrary to the authoritarian role. Our question is: does this role facilitate the motiva-It is perceived, that in the case of supportive tion that employees have for more sustainable communication, opinions are easily accepted by attitudes and behaviors? others, making it effective for the interperson- al relationships that are established between the Literature Review organizational actors (Czech & Forward, 2010; Larsen & Folger, 1993). In the literature, there Contrary to what the traditional currents adhas been an increase in the interest in studying vocated, organizational communication can issues related to the communication that is es-involve interaction processes. These processes tablished between managers and subordinates, allow the transmission of ideas in several di- mainly due to the achievement of organization- rections, namely, in a downward direction, in al goals that it may allow (Steele & Plenty, 2010; an upward direction and in a lateral direction, Larsen & Folger, 1993). In addition, as of the where the sender and the receiver of the mes-21st century, the vision of leaderships as hold- sage come to assume identical relevance within ers of command and power has been changing; the organization. In this sense, organizational this notion has been replaced by the concepts of communication can act at the level of all orga-coach, mentor, and facilitator (Johansson, 2015; nizational actors (e.g. employees transmit infor-Johansson, 2018). For this very reason, the new- mation to customers; managers provide instruc- est companies have been looking seeking an or- tions to their supervisors) (Conrad & Poole, ganizational democracy in which all members 3 AbstrActs 135 are involved in decision members in decision vertical, horizontal, bidirectional and symmet- making (360-degree communication). This is rical, managers adopt a supportive communi- where we understand the relevance of 360-de- cation and, in turn, employees assume that the gree communication that can, in turn, lead to organization is more democratic and feel more greater organizational democracy and, conse- motivated to adopt sustainable behaviors and to quently, to more sustainable behavior by organi- represent the organization. That is, these three zational actors. variables are related to each other and this relationship is a positive one. H: The application of the 360-degree communication is positively related to a communication cli-Practical and Social Implications mate of trust, openness and support and, leading The results of this study refer us to two funda-to greater organizational democracy and more mental aspects in Public Relations. sustainable behavior. The first is related to the need for organizations Methodology to assume “Excellent Public Relations”. This conThe main objective of this study was to under- cept has been advocated by the author Grunig stand which independent variables may be re- and is also related to sustainability. sponsible for greater organizational citizenship behaviors (more sustainable), on the part of This research gives us a possible path (even if organizational actors. In this sense, we have as indirect) to motivate employees to adopt sus-independent variable the “360-degree commu- tainable attitudes and behaviors and to represent nication”, as mediator variable “the supportive their organizations in this sense. communication from managers” and as depen- dent variable the “sustainable behaviors of em- The second is related to the need to update the ployees”. concept of corporate social responsibility. It is known that, nowadays, this concept is not only related to environmental issues, but also to the According to these variables we created a ques-professional relationships that are established tionnaire, taking into account different types among organizational actors. of behavioral scales (corresponding to each of the variables). We applied this questionnaire to managers and to employees. We obtained a total Keywords of 800 responses. 360-degree communication; Organizational Ac- tors; Sustainable behaviors The answers to this questionnaire allowed us to create an analysis model that establishes a relationship between the study variables (which we explain briefly in the results) Results and Conclusions With the analysis of the questionnaire responses, we were able to conclude that, in fact, 360-degree communication is an important independent variable. In companies where communication is 3 AbstrActs 136 Perceptions about corporate positioning on controversial sociopolitical issues: Examining big pharma engagement with patient advocacy Müller, Naíde, Catholic University of Portugal (Portugal) The ideal of universal human rights is one of Edwards & Hodges (2011), L’Etang (2009, 2015), the most relevant social and political legacies of O’Brien (2018, 2020) and, Weder (2021)—this the 20th century (Clapham, 2015). In the scope paper conceptualizes PR as an “art of perception” of this legacy, the United Nations 2030 Agenda with the capacity to influence the maintenance for Sustainable Development was established in or disruption of social structures (Leaf, 2014). To 2015 as “a plan of action for people, planet, and achieve specific goals, organizations, companies, prosperity” (United Nations, 2021). However, countries, and individuals face situations where the Universal Declaration of Human Rights im-it is necessary to change perceptions. Although plies a wide variety of other rights that are very this term can be associated with a manipulative divisive and controversial (Moyn, 2010). Even dimension, there is nothing inherently wrong, though it is general y accepted that corporations illegal, or immoral with the management of are responsible for respecting human rights, too perceptions as it is present, in a more obvious many times big companies still operate in a con- or subtle way, in many, if not al , forms of in- text that fails to meet human rights standards terpersonal, organizational, and social commu- set by the United Nations (Bacchi, 2018). Large nication. The way the facts are presented and international enterprises, including the pharma- perceived is “what counts whenever a problem ceutical industry, have severe reputational prob-must be solved, or an opportunity maximized,” lems related to the challenging and complex bal- and different audiences perceive the same mes- ance between their primary purpose (i.e., profit) sages differently (Leaf, 2014, p. 258). and the way they address societal problems (Leisinger, 2005; Gal up, 2019). There is recog- Many patient advocacy groups defending the nition that these matters are related to the “pub-needs of people with a particular disease main- lic’s perception” (Caliber’s Global Pharma Study, tain relationships with the pharmaceutical in-2020). dustry, and the sector uses patient advocacy groups as a channel to communicate with other Aligned with the critical school of PR—which stakeholders such as governments and the me- includes authors such as Adi (2020), Coombs & dia. In addition, pharma companies are prolific Hol aday (2012a, b), Demetrious (2006, 2013), financial donors to patient organizations (Kang 3 AbstrActs 137 et al., 2019), ensuring that new drugs arriving on panies that financial y support GAT as mainly the market meet the needs of patients, thus sup- concerned with exchanging business-related in- posedly fulfilling their responsibilities to society. terests. The companies presented a transactional This research examines whether pharmaceutical vision of their engagement in social responsibili-companies are perceived by patient advocacy ty and sustainability while avoiding engagement groups as genuinely engaged in their struggles in human rights sociopolitical issues considered for human rights. controversial. Public relations have the potential to interfere The data obtained allow a practical understand-and create changes in realities that are social y ing that these companies’ financial and technical constructed based on symbolic interactions. In support does not replace (in the minds of stake- the context of business, public relations contri-holders) the strength of their public endorse- butions to issues related to human rights and ment and advocacy on complex sociopolitical sustainability are often associated with corpo- and global concerns related to human rights rate social responsibility (CSR). However, in the (corporate activism). current highly volatile media environment, CSR communication strategies are often perceived as Keywords just dealing with image cleaning without a more robust commitment to socio-political causes Public relations; corporate activism; controversial and issues. Public relations professionals need sociopolitical issues; perception management to deal with these new reputational risks. In this context, some companies have advanced further in their social y responsible initiatives. They are supporting controversial causes related (or not) to their core business, producing forms of corporate activism on which the present research focuses. An ethnographic study was conducted—includ- ing document analysis, 33 interviews, and par- ticipant observation—with a patient advocacy group, “Portuguese Activist Group for HIV/ AIDS Treatment” (GAT), for six months (Janu- ary–June 2021). In addition, the CSR domains on the websites of the seven pharmaceutical companies that support GAT were also analyzed. Findings suggest that despite financial and technical support, the pharma companies do not publicly engage with GAT’s advocacy for break- ing the stigma and stereotypes that affect people infected by HIV or at risk of becoming infected (migrants, prisoners, sex workers, drug users, gay men, and others). The results indicate that the study participants perceive the pharma com- 3 AbstrActs 138 The Sustainability Communication in Turkish Higher Educational Institutions: Going Sustainable on Mission and Vision Statements? Öksüz, Burcu, Izmir Kâtip Çelebi University (Turkey) Görpe, T. Serra, University of Sharjah (U.A.E.) Introduction and purpose of the study environment and the interrelationship of the (and RQs) environment with socioeconomic activities, as The main objective of the study is to understand our ability to progress and survive is affected by if public relations graduates are equipped with them (McFarlane and Ogazon, 2011). The edu- the knowledge of sustainability during their un- cational processes should raise awareness of sus-dergraduate studies. The analysis will be made tainable development and develop competencies on the public relations curriculums of three that enable people to participate in finding in- countries in Spain, Türkiye and the United Arab novative solutions to economic, social, techno- logical, and cultural problems (Michelsen and Emirates, including public and private univer- Fischer, 2017). sities which have a public relations program. Sustainability knowledge and behaviour is im- The students of higher education represent a portant because human, social, economic and population with the intellectual ability to absorb environmental factors- the four pil ars of sus-many dimensions of the concept of sustainabil- tainability- are the key for the future. There are ity (Sibbel, 2009). It could be said that for some studies conducted which highlight the courses professions the sustainability awareness and that need to be included in a public relations knowledge is more vital because of the nature curriculum. The authors of the research paper and power of the profession. Public relations is claim that sustainability education should be an one of these areas. Public relations practitioners inevitable component of today’s public relations take on various roles in responding to publics’ programs because of the role and function of a concerns and also increase the sustainability of public relations professional. institutions (Jeong and Park, 2017). Literature review Methodology According to Székely and Knirsch (2005, p. A mixed methodology is used, combining con-628) “Sustainability is about building a society tent analysis of the academic content of the in which a proper balance is created between undergraduate PR programs published on the economic, social and ecological aims.” Today, universities’ websites and semi-structured inter-we must be more educated and aware of our views conducted with public relations educators. 3 AbstrActs 139 For the selection of the sample, 30 universities Practical and social implications will be included in the analysis from the three The research will shed light how different coun- countries- Spain, Turkey, and UAE- based on tries’ public relations programs are considering the Times Higher Education (THE) world 5 sustainability education currently. It is expected public and top 5 private universities. The analy-that the public relations program planners and sis will take into consideration whether there are public relations educators take into consider-specific courses titled sustainability, or whether ation sustainability in public relations educa-sustainability is mentioned in any other cours- tion by updating/adjusting the curriculums. The es in the public relations curriculums. In addi- study will also provide insights on how to best tion to the content analysis, a total 15 interviews integrate sustainability to public relations edu- (5 from each country) will be carried out with cation. public relations educators to understand how sustainability should be integrated into public relations curriculums, and why, whether there Keywords had been issues in integrating sustainability in Public relations, sustainability education, public the courses, and the approach of public relations relations curriculum, higher education. students to sustainability. The semi-structured interviews will be conducted with public rela- References tions educators, who are offering sustainability courses and/or others. Jeong, J., & Park, N. (2017). Core elements for organizational sustainability in global markets: Korean public relations practitioners’ percep-Results and conclusions tions of their job roles. Sustainability, 9(9), The research has not yet completed. Results 1646. will allow us to find out if sustainability knowl-McFarlane, D. A., & Ogazon, A. G. (2011). The edge is given to public relations students at the challenges of sustainability education. Journal high-ranking universities’ public relations proof Multidisciplinary Research, 3(3), 81-107. grams, whether there is a difference in this re- spect between public and private universities, Michelsen, G., & Fischer, D. (2017). Sustainabil-and whether the sustainability content is preparity and education. In M. v. Hauff & C . Kuhnke ing (or not) the future public relations profes- (Eds), Sustainable development policy (pp. 135-sionals to manage sustainable communication 158). Routledge. in organisations. Semi-structured interviews Sibbel, A. (2009). Pathways towards sustain-with educators will help us to understand their ability through higher education. Internation-experiences with sustainability teaching, the al Journal of Sustainability in Higher Educa-importance of sustainability for public relations tion, 10(1), 68-82. profession and also the training needs they may have identified in the field of sustainability and Székely, F., & Knirsch, M. (2005). Responsible public relations teaching. leadership and corporate social responsibility: Metrics for sustainable performance. Europe- an Management Journal, 23(6), 628-647. 3 AbstrActs 140 Sustainable body image: fitspiration, overweight, and body positivity Ortová, Nina, Charles University (Czech Republic) Introduction and Purpose of the Study exposure to fitspiration content and body im- In 2000, the World Health Organization de- age measures or associated variables (e.g., ap- clared obesity a worldwide pandemic – and the pearance comparison suggest that the so-called status has not changed to date. Only in Czechia, “fitspiration” content on social media be poten- 60% of the population is considered overweight tial y harmful, especial y to the younger popula-or obese (Eurostat data from 2019, last updat- tion. Slater et al. (2017) then offer a solution to ed 2022). It is then no surprise that both tradi-that in the form of combining self-compassion tional and social media in the country dedicate quotes and fitspiration images, which might be a significant space to topics connected to body “attenuating the negative impact of social media weight. However, there has been a shift in body on women’s body satisfaction” (ibid). Moreover, image perception in Czechia. At the turn of the in their work, Mulgrew & Courtney (2022) and 21st century, traditional media saw dieting with Mulgrew et al. (2018) proposed that exposure to minimum references to exercise as a solution to realistic videos of exercising women who were weight-gain, and an overweight person would engaged in a local health campaign “produced traditional y not be pictured in a positive light higher intent to engage in exercise in the fol-on the cover of a lifestyle magazine. Twenty lowing week.” In the more recent work, the au- years later, exercise is the most commonly rec- thors also called upon other researchers to dive ommended activity for maintaining a healthy into the area of creating inspirational content lifestyle (Ortová, 2023), and at the same time, – for functional self-care encouragement. In my and with the expansion of social media – move- work, I intend to follow this invitation indirectly. ments such as body positivity have become a topic even in the mainstream press. Methodology To this date and my knowledge, no researcher Literature Review has yet directly asked the question “How do peo- Various researchers (esp. Cohen et al., 2019; ple with Body Mass Index (BMI) over 25 who Mulgrew et al., 2017; Mulgrew & Courtney, use social media perceive body positivity in con-2022) confirmed that body positivity move- nection to fitness?” This idea also comes from ments contributed to the better mental health Cohen’s (2019) work, where she discusses that of overweight people and raised the level of so- when “fat girls” say they can exercise, they usucial acceptance of different bodies. On the other al y picture yoga as the primary form of exercise. hand, Jerónimo & Carraça, (2022)but emerging I conducted hour-long semi-structured inter-research indicates that exposure to it can have a views with 10 Czech women aged 18-34 during negative impact on body image. This study aims December, 2022. This age group was selected be- to analyze the relationship between individuals’ cause of Instagram’s leading user group (Statista, 3 AbstrActs 141 2023). The women must fit in the BMI 25+ cat- Practical and Social Implications egory and had to express to be active Instagram users and interested in body positivity content. This study shows that further research in the In the interviews, they were asked about their field is needed to promote healthy behavior on perceptions of their own body and what body social media and to motivate overweight influ- positivity means to them. Most importantly, encers to share their fitness journey. Also, it pro-they evaluated fitness content from in total four vokes further debate on re-evaluation of fitness body-positive influencers with BMI over 25 and weight-loss communication towards overweight under 25. The picture instrument created by Pul- people. vers et al. (2004) was used to estimate the BMI of the selected influencers. The participants of the study were acquainted with the sensitivity of the Keywords topic and signed an ethical approval. body positivity, fitness communication, social media, Instagram, body image Results and Conclusions The first thing the participants described was not a body-positive approach but a body-neu- tral approach of being thankful that their bod- ies´ functionality. Also, most of these women said they regularly exercise and follow fitness content. However, they rather connect this con- tent to thin or muscular influencers than those suffering from being overweight. When being shown these two types of influencers, they most- ly sympathized with the overweight ones and chose them as more likely to follow. On the oth- er hand, the preliminary results of my research showed that fitspiration does not necessarily mean that it would be demotivating for over- weight women, as some of them still considered the fitspiration content more likely to follow. Also, for the participants, overweight people in fitness content are fine if the person shown is not morbidly obese. The limitation of the study its qualitative form which cannot transfer the results to the whole population. Also, some participants might not have shared their genuine opinions due to the topic’s sensitivity. Using the BMI might be per- ceived as a simplification of body weight and body image evaluation, however, in medical terms, this is still considered a primary scale used by the medical public in Czechia. 3 AbstrActs 142 Corporate Social Innovation & Strategic Communication: Cross- fertilized Model Proposal Pedro Sebastião, Sónia, Universidade de Lisboa, ISCSP, CAPP/FCT (Portugal) Melchiades Soares, Andreia, Universidade de Lisboa, ISCSP, CAPP/FCT (Portugal) Companies are social actors that operate in com-gic investment that companies manage (such as plex and fluid markets and can transform social other corporate projects), applying their total problems into economic opportunities. Under assets and knowledge through deeper col abo- constant social and financial monitoring, glob- ration internal y - across functions within the al corporate strategies are developed based on company - and external y (NGO, Government, societies’ expectations about their contribution among others). CSI aims to co-create something to the common good. Corporate Social Innova- new, providing sustainable solutions to social tion (CSI) is yet another concept becoming rel- needs. CSI is motivated to address social needs evant in social responsibility and value creation in a long-term way (Samidi et al., 2021) and imperatives, mainly in sociology, technological deliberately allocates resources for that matter innovations and economics (Mustapha et al., (Mirvis et al., 2016). The growth and evolution 2021). of CSI are a response to institutional pressures to enhance their legitimacy (Dionisio & Raupp Consequently, companies must balance corpo-de Vargas, 2020), boosting cross-fertilization rate purpose, reputation, and strategy with local between commercial and social efforts in a bidi-realities and social needs to achieve their social rectional way. In our opinion, CSI as a col abora-and corporate purposes. CSI should produce tive and synergistic effort (Popoli, 2017) requires new revenue sources and generate a more social-strategic communication for stakeholder rela- ly relevant innovation system and corporate cul- tionship management and social and environ- ture that leverage competitive advantage (e.g., mental monitoring. Thus, CSI relies on Environ- Herrera, 2015; Kanter, 1999; Mirvis et al., 2016). mental, Social, and Governance (ESG) criteria Literature about CSI is still meagre once this and grasps into the 2030 Agenda for Sustainable concept overlaps with many existing theoretical Development. backgrounds posing understanding problems (Tabares, 2020). Additional y, its management A general bibliographic search on Mendeley tends to be complicated due to sparse literature with the expression “Corporate Social Innova-on institutional mechanisms for integrating so- tion” yielded 56 results in peer-reviewed scien- cial innovation into strategy and operations (Di-tific articles with an open period. These papers onisio & Raupp de Vargas, 2020). date from 2013 to 2022. Among the outlets, there is a predominance of journals from Busi- CSI is envisaged as a development of CSR since ness (e.g., Journal of Business Research, Business CSI has a strategic intent. It represents a strate-and Society, Journal of Business Ethics, Journal 3 AbstrActs 143 of Business Strategy, International Business Re- Acknowledgment view) and sustainability and social responsibiliThis work is supported by Portuguese national ty (e.g., International Journal of Innovation and funds through FCT - Fundação para a Ciência e Sustainable Development, Corporate Social Re- a Tecnologia, under project UIDB/00713/2020. sponsibility & Environment Management, So- cial Responsibility Journal). Disclosure statement Given the lack of strategic communication refer- No potential conflict of interest was reported by ence publications, a new search was done in the the author(s). EBSCO database without significant additional results. The expression did not appear in any paper title. Lim & Lee (2022) mentions “Corporate Social Innovation” in the article’s keywords. A search with the expression “creating shared val- ue” returned results equal y scanty, highlighting the article by Chen et al. (2020). Because of these results and given the configuration of the Corporate Social Innovation Model proposed by the Rutgers Institute for Corporate Social Innovation (Wirtenberg, 2021), a ques- tion arises: how can strategic communication scholars contribute to the understanding of Cor- porate Social Innovation? This is a conceptual paper; we aim to discuss and parallel strategic communication / public relations models and the CSI model and highlight how to combine them, influencing academia and practice. Building a cross-fertilized model may help to identify case studies for future re- search. 3 AbstrActs 144 Strategic communication as a transformative approach in the context of sustainable development Pleil, Thomas, Hochschule Darmstadt – University of Applied Sciences (Germany) Otsa, Teresa, Hochschule Darmstadt – University of Applied Sciences (Germany) Helferich, Pia Sue, Hochschule Darmstadt – University of Applied Sciences (Germany) Introduction and purpose of the study crisis and the aim of a sustainable future. One From a constructivist and structuralist point of reason for this phenomenon is, that the knowl-view, communication in all its facets is the lim-edge we need for sustainable actions depends iting factor as well as the enabling factor in so-more on scientific expertise and prognosis than cial processes, such as sustainable development. on practical experiences (Amlinger & Nachtwey Thus, we argue for a strategic communication 2021). Considering the deep and comprehensive (SC) approach, which is open for social issues transformation towards a sustainable society, a and values and aims to bring about a change to- strategic communication approach is needed, ward sustainability in companies and in society. which allows for complexity as well as connect- While PR approaches usual y focus on selling ing and enabling the interaction between actors outcomes and disseminating information from in the sense of community building and with the an organization to its stakeholders, this stra- aim of supporting social change. tegic communications approach understands communication more as a (social) process with At the same time, there is a call for communica- transformative power through building institu- tion science to be not only normative but trans- tions. In this paper, we outline different types formative (Krüger & Meyen 2018). A Transfor-of sustainability communication and design a mative strategic communication approach can model of Transformative Strategic Communica- help practitioners and researchers to identify the tion (TSC). challenges and opportunities as well as develop new concepts for strategic communication to Literature review face today’s urgent and relevant problems and crises. Furthermore, this approach can provide On the one hand, strategic communication is a framework for analyzing how the practice and mostly analyzed at the meso-level of organiza- function of SC are changing and evolving in the tions and from an economic perspective, and context of transformation. society-based research is still lacking (Pleil et al 2021). On the other hand, sociology discusses that while we have more and better education Methodology as well as modern technologies, we have less In this conceptional paper we argue that the knowledge about reality due to increasing com- sustainable transformation is depending strong- plexity, especial y in the debate about the climate ly on the public communication system, com- 3 AbstrActs 145 munication strategies, and different enhancing Practical and social implications roles like change agents (WBGU 2011). So far, Sustainability communication by companies has the role of media has been the main topic of dis-so far mostly been understood either as report- cussion in this context (Beiler & Krüger 2018). ing or as an opportunity for the positioning in However, it also seems necessary to take a closer the sense of marketing or image building. TSC, look at the role of strategic communication. We on the other hand, involves the will to shape de-will present case studies based on guided inter- velopments in the corporate environment. This views and document analysis to contribute to a goes together with the widespread desire for concrete understanding of the concept of TSC. more social impact of companies, as the current Trust Barometer shows (Edelman 2023). At the Results and conclusions same time, TSC offers great potential, especial y As a result, we propose a draft concept of Trans-when used by public institutions. However, the formative Strategic Communications (TSC). The approach requires strategies and competencies case studies offer first learnings of a transforma-on the part of the actors, which still need to be tive approach of communication. In line with explored in greater detail. Krüger & Meyen (2018) we argue for a shared responsibility of strategic communication also Keywords for social change in the sense of sustainable Strategic Communication, Sustainability, Social transformation. Elements from the fields of Transformation, Sustainable Development campaigning, change communication and social psychology are incorporated into TSC. However, it is also necessary to discuss how TSC should be designed so that it allows broad participation by social groups. From a theoretical point of view, references to transformative science as well as to the organic theory of PR (Vujnovic et al 2021) can be discussed. 3 AbstrActs 146 Understanding and Navigating the Shift Toward a Purpose-Driven Sustainable Marketing Strategy: The Implications for Communications with Internal and External Stakeholders Prabhu, Jaideep, University of Cambridge (UK) Introduction and purpose of the study 2015; Hollensbe et al. 2014; Mayer 2021; Salem Recently, a growing number of for-profit firms Khalifa 2012). In the context of for-profit firms, have begun joining non-profits and hybrid in-this concept is increasingly viewed as a firm’s stitutions in defining an organizational purpose reason to exist that pursues “profitable solutions that goes beyond profit maximization as their to the problems of people and planet” (British primary objective to also include environmental Academy 2018, p. 10; Mayer 2021). In framing and social goals. This article examines the shifts our investigation, we adopt and build on this in marketing strategy that occur when firms perspective. adopt and prioritize an organizational purpose that recognizes, but also transcends, traditional Methodology financial performance outcomes to include en- This paper combines in-depth interviews with vironmental and social objectives. Such shifts insights from extant writings and academic have substantial theoretical and managerial sig- literature to develop an understanding of how nificance but remain unexamined in the litera- prioritizing an organizational purpose impacts ture. Specifically, we address the following ques-marketing strategy. Employing a grounded, dis- tions: How does prioritizing an organizational covery-oriented approach, we identify specific purpose shape marketing strategy? How does a changes in marketing strategy that result from firm navigate the transition to a purpose-driven marketing strategy, and what role does marketing a purpose-driven approach. We also develop a play in the transition? What are the implications process model describing how firms transition for firms’ communication with internal and ex-to a purpose-driven marketing strategy. Final- ternal stakeholders? ly, we explore how different stages in the transition process can affect important firm outcomes including brand reputation, financial perfor- Literature review mance, and performance towards the firm’s pur- A review of the academic literature reveals in- pose. Throughout the paper, we use our findings creasing interest in the concept of organization-to generate propositions that provide a template al purpose (Gartenberg, Prat, and Serafeim 2019; for future marketing research on organizational Gioia et al. 2013; Henderson and Van den Steen purpose. 3 AbstrActs 147 Results and conclusions Practical and social implications First, our analysis reveals that adopting and pri-Purpose-driven marketing strategy entails the oritizing an organizational purpose shifts the formulation and implementation of marketing overarching goal of marketing strategy as well as efforts to guide both internal and external stake-its formulation, implementation and evaluation. holders in ways that lead to the achievement of the purpose-relevant wellbeing outcomes. More Second, our research into the transition process specifically, marketing strategies need to proac-to purpose-driven marketing reveals a critical- tively seek, shape, and switch both internal and ly important distinction between a firm’s desire external stakeholders to help with the pursuit of to pursue a purpose-driven marketing strategy the purpose and the achievement of purpose-rel- (purpose-intent) and the extent to which a firm evant wellbeing outcomes. This places the mar- enacts a purpose-driven marketing strategy (pur-keting function in the role of being a key change pose-enactment). This distinction is important agent within the firm. Once a firm has started because it sheds light on different states of or-on its purpose-journey and marketing strategy ganizational tension that manifest as a firm ma- has started to prioritize wellbeing outcomes, tures in its pursuit of a purpose-driven market- marketing activity needs to further facilitate ing strategy. this transition, encouraging the unconverted with narratives and proof points, and bolstering Third, this paper develops propositions regard-the position of those who already support being ing the drivers of tension states, and the impact purpose-driven. of tension states on important firm outcomes including wellbeing performance, brand reputa- Keywords tion, and financial performance. Organizational Purpose, Purpose-driven Marketing Strategy, Wel being, Organizational Tension Limitations and future research This paper uses a combination of in-depth in- References terviews, extant artifacts, and archival data to develop theory regarding how becoming pur-Gartenberg, Claudine, Andrea Prat, and George pose-driven impacts marketing strategy. Our Serafeim (2019), “Corporate Purpose and Fi- propositions need to be empirically examined nancial Performance,” Organization Science and tested by future research. Moreover, our 30(1):1-18. sample was primarily made up of large, incum- Gioia, Dennis A., Shubha D. Patvardhan, Aimee bent, for-profit firms. Our literature review sug-L. Hamilton, and Kevin G. Corley (2013), “Or- gests that the framework we develop, and the ganizational Identity Formation and Change,” propositions we propose, should hold for oth- Academy of Management Annals, 7 (1), 123– er types of organizations as well. Nevertheless, 93. future research should examine the extent to Henderson, Rebecca and Eric Van den Steen which this is true. (2015), “Why Do Firms Have “purpose”? The Firm’s Role as a Carrier of Identity and Rep- utation,” American Economic Review, 105 (5), 326–30. 3 AbstrActs 148 Hollensbe, Elaine, Charles Wookey, Loughlin Hickey, Gerard George, and Cardinal Vincent Nichols (2014), “Organizations With pur- pose,” Academy of Management Journal, 57 (5), 1227–34. Salem Khalifa, Azaddin (2012), “Mission, Pur- pose, and Ambition: Redefining the Mission Statement,” Journal of Strategy and Manage- ment, 5 (3), 236–51. 3 AbstrActs 149 Diversity, equity and inclusion: A study on communication practices for a more sustainable workplace Ravazzani, Silvia, Università IULM (Italy) Fisichella, Chiara, Università IULM (Italy) Butera, Alfonsa, Università IULM (Italy) Mazzei, Alessandra, Università IULM (Italy) Introduction and purpose tas-Özkan et al., 2014). It also acknowledges the As underlined in the call for papers, the main critical role of communication, which has been purpose of public relations is the synchroniza- previously described as essential to frame poli- tion of organizations with their environments, cy aspects and adapt to the sensitivity of diverse in normal times as well as in response to crises groups inside and outside the company (Maier and changes. Crises and changes can contrib- & Ravazzani, 2021). Despite this, studies on di-ute to accelerating companies’ pathway towards versity-focused communication are still sporad- sustainability, like those engendered by the re- ic, with few exceptions examining internal (e.g., cent COVID-19 pandemic which prompted a Wolfgruber & Einwiller, 2023) and external renewed emphasis on work-life balance, inclu- (e.g., Maier & Ravazzani, 2021) communication, sion and sustainable work practices. This paper which cal s for additional research. addresses the theme of public relations and sus- tainability by focusing on diversity, equity and Methodology inclusion (DEI) corporate strategies with an eye on internal and external communication prac-The empirical research is based on the accounts tices sustaining DEI efforts in organizations. of 21 managers and professionals responsible for DEI and/or with communication-related roles Literature review from 13 Italian companies. Qualitative data were collected through 4 focus groups and 2 DEI research and practice have been recently interviews carried out between September and gaining ground in different national contexts November 2022. driven by sociodemographic changes, exem- plary initiatives by multinational companies, Results and conclusions common goals set by the 2030 Agenda for Sustainable Development, and the already cited re- Results show the characteristics and recent evo- newed expectations of employees generated by lutions of DEI corporate strategies in the studied the COVID-19 crisis (see e.g., Mazzei, Quarati-organizations by detailing: objectives and ra- no & Ravazzani, 2021). This study builds on re-tionale behind the policy; diversity dimensions search on DEI corporate strategies and the link addressed; HR, internal and external communi- between DEI and sustainability/CSR (e.g., Kara- cation practices; dedicated structure and roles; 3 AbstrActs 150 planning, budget, and measurement; involve- is rather a valuable investment in the sustain- ment of top managers, middle managers and ability of a company” (Jablonski, 2017, in Maier employees at all levels; challenges in managing & Ravazzani, 2019, p. 281). and communicating DEI. Keywords In summary, the analysis revealed that organi- zations pursue DEI mainly for reputation-build- diversity, equity and inclusion, sustainability, ining purposes, with a view to preserving the rela-ternal communication, external communication tional capital and avoiding crises among various stakeholders. Internal y, DEI strategies focus on References employees’ well-being and psychological safety, Karatas-Özkan, M., Nicolopoulou, K., & work effectiveness and innovation. External y, Özbilgin, F.M. (2014), Corporate social re- DEI strategies focus on attracting and retaining sponsibility and human resource management: talent, understanding the diversity of markets, A diversity perspective. In Karatas-Özkan, M., and generating a positive impact on society from Nicolopoulou, K. and Özbilgin, F.M. (Eds), a corporate social responsibility perspective. Corporate Social Responsibility and Human Resource Management. A Diversity Perspective, In many cases, DEI was presented as part of the Edward Elgar Publishing, pp. 1-9. broader corporate sustainability strategy, often with the person responsible for it working with-Maier, C. D., & Ravazzani, S. (2021). Framing di-in the Sustainability department. versity in corporate digital contexts: A multi- modal approach to discursive recontextualiza- Internal communication was described as key tions of social practices. International Journal for creating awareness about DEI practices, sup-of Business Communication, 58(4), 463–489. porting cultural change, and listening to inter- Mazzei, A., Quaratino, L., & Ravazzani, S. nal needs. Surprisingly, external communication (2021). Internal crisis communication in the appeared not so extensively leveraged to avoid time of Covid-19 pandemic. Company strate- the risk of “diversity washing”. gies and working experience of employees. Fran-coAngeli. Future research is needed to enlarge the number Wolfgruber, D. & Einwiller, S. (2023), Diversity, of companies and experiences considered as well inclusion, and communication: The role of in- as to clarify the contextual factors shaping an ternal communication in creating an inclusive organization’s DEI strategy in accordance with work environment. In Rodríguez-Salcedo, N., environmental demands and specifical y with Moreno, Á., Einwiller, S. and Recalde, M. (Ed.), sustainability pressures. (Re)discovering the Human Element in Public Relations and Communication Management in Practical implications Unpredictable Times (Advances in Public RelaThis study offers tools and reflections that com-tions and Communication Management, Vol. munication and DEI managers can use for effec- 6), Emerald Publishing Limited, pp. 81-97. tive strategizing and for devising effective framing and discursive strategies, keeping in mind that “the communication of DM (diversity man- agement) is challenging as it is not only focusing on anti-discrimination and social objectives but 3 AbstrActs 151 The Place of Sustainability in Public Relations Education in Spain, Turkey and the United Arab Emirates: A Preliminary Study Ruiz-Mora, Isabel, University of Malaga (Spain) Öksüz, Burcu, University of Sharjah (U.A.E.) Görpe, T. Serra, University of Sharjah, Izmir Kâtip Çelebi University (Turkey) Introduction and purpose of the study we must be more educated and aware of our (and RQs) environment and the interrelationship of the The main objective of the study is to understand environment with socioeconomic activities, as if public relations graduates are equipped with our ability to progress and survive is affected by the knowledge of sustainability during their un-them (McFarlane and Ogazon, 2011). The edu- dergraduate studies. The analysis will be made cational processes should raise awareness of sus-on the public relations curriculums of three tainable development and develop competencies that enable people to participate in finding in- countries in Spain, Türkiye and the United Arab novative solutions to economic, social, techno- Emirates, including public and private univer- logical, and cultural problems (Michelsen and sities which have a public relations program. Fischer, 2017). Sustainability knowledge and behaviour is im- portant because human, social, economic and The students of higher education represent a environmental factors- the four pil ars of sus- population with the intellectual ability to absorb tainability- are the key for the future. There are many dimensions of the concept of sustainabil-studies conducted which highlight the courses ity (Sibbel, 2009). It could be said that for some that need to be included in a public relations professions the sustainability awareness and curriculum. The authors of the research paper knowledge is more vital because of the nature claim that sustainability education should be an and power of the profession. Public relations is inevitable component of today’s public relations one of these areas. Public relations practitioners programs because of the role and function of a take on various roles in responding to publics’ public relations professional. concerns and also increase the sustainability of institutions (Jeong and Park, 2017). Literature review According to Székely and Knirsch (2005, p. Methodology 628) “Sustainability is about building a society A mixed methodology is used, combining con-in which a proper balance is created between tent analysis of the academic content of the economic, social and ecological aims.” Today, undergraduate PR programs published on the 3 AbstrActs 152 universities’ websites and semi-structured inter-Practical and social implications views conducted with public relations educators. The research will shed light how different coun- For the selection of the sample, 30 universities tries’ public relations programs are considering will be included in the analysis from the three sustainability education currently. It is expected countries- Spain, Turkey, and UAE- based on that the public relations program planners and the Times Higher Education (THE) world 5 public relations educators take into consider- public and top 5 private universities. The analy-ation sustainability in public relations educa- sis will take into consideration whether there are tion by updating/adjusting the curriculums. The specific courses titled sustainability, or whether study will also provide insights on how to best sustainability is mentioned in any other cours- integrate sustainability to public relations edu-es in the public relations curriculums. In addi- cation. tion to the content analysis, a total 15 interviews (5 from each country) will be carried out with public relations educators to understand how Keywords sustainability should be integrated into public Public relations, sustainability education, public relations curriculums, and why, whether there relations curriculum, higher education. had been issues in integrating sustainability in the courses, and the approach of public relations References students to sustainability. The semi-structured interviews will be conducted with public rela- Jeong, J., & Park, N. (2017). Core elements for tions educators, who are offering sustainability organizational sustainability in global markets: courses and/or others. Korean public relations practitioners’ percep- tions of their job roles. Sustainability, 9(9), 1646. Results and conclusions McFarlane, D. A., & Ogazon, A. G. (2011). The The research has not yet completed. Results challenges of sustainability education. Journal will allow us to find out if sustainability knowl-of Multidisciplinary Research, 3(3), 81-107. edge is given to public relations students at the high-ranking universities’ public relations pro-Michelsen, G., & Fischer, D. (2017). Sustainabil-grams, whether there is a difference in this re- ity and education. In M. v. Hauff & C . Kuhnke spect between public and private universities, (Eds), Sustainable development policy (pp. 135-and whether the sustainability content is prepar-158). Routledge. ing (or not) the future public relations profes- Sibbel, A. (2009). Pathways towards sustain- sionals to manage sustainable communication ability through higher education. Internation-in organisations. Semi-structured interviews al Journal of Sustainability in Higher Educa-with educators will help us to understand their tion, 10(1), 68-82. experiences with sustainability teaching, the importance of sustainability for public relations Székely, F., & Knirsch, M. (2005). Responsible profession and also the training needs they may leadership and corporate social responsibility: have identified in the field of sustainability and Metrics for sustainable performance. Europe-public relations teaching. an Management Journal, 23(6), 628-647. 3 AbstrActs 153 Academic publications create sustainable knowledge in funded projects Ruoslahti, Harri, Laurea University of Applied Sciences (Finland) Hytönen, Eveliina, Laurea University of Applied Sciences (Finland) Introduction and purpose of the study for innovation and Operations) task Societal im- This paper describes an approach where the sus- pact assessment, where the focus of knowledge tainability of external y funded projects can be creation were individual studies that each aimed increased by creating knowledge by first focusing at publishing an academic paper. These individ-on academic publications that then lead to more ual studies produced an emerging and collective specified knowledge toward needed official out- body of knowledge that was then condensed comes and deliverables. Funded projects are ex- and referenced when producing task outcomes pected to output project results, new knowledge and writing its three official deliverables. This for innovation, and project communication and same approach is now taken in the DYNAMO dissemination. The research question is: How (Dynamic Resilience Assessment Method in- can academic publishing promote knowledge cluding combined Business Continuity Manage- development in external y funded projects? ment and Cyber Threat Intelligence solution for Critical Sectors) project work package Dynamic Literature review business continuity: resilience assessment & AI-Co-creation involves communication and inter- based solutions. action (Gustafsson, Kristensson & Witell 2012). Knowledge creation can be approached from the Results and conclusions perspective of co-creation, where col aboration Under the efforts of ECHO Societal impact as- requires communication among multiple actors sessment there have been 15 academic articles (Galvagno & Dalli 2014, Pirinen 2015). In the published, with 14 authors involved. These ac-context of external y funded projects knowledge ademic publications were then used to generate can be conceptualized as value (Ruoslahti, 2019). content for the needed deliverables of the task. Effective multistakeholder communication and This practical project approach example demon- col aboration is essential for reputation and constrates that focusing first on can be a very valid tinuity management (Knight & Nurse 2018). and rewarding way of knowledge creation in the context of funded projects. Besides these official Methodology funded ECHO efforts, the project provided op- The method of this study is participatory action portunities for student learning, as the total body research. Project ECHO (the European network of knowledge were elaborated and enrichened of Cybersecurity centres and competence Hub by six bachelor’s theses and 150 ECTS. 3 AbstrActs 154 Practical and social implications Keywords First, where appropriate, this approach serves to Academic articles, Funded projects, Dissemina-promote knowledge creation and transfers. An tion, Public relations additional practical implication of these results is that project output communication can be Literature used to help guide and focus project input and throughput communication, and work efforts in Galvagno, M. & Dalli, D. 2014. Theory of valways that promote knowledge creation and dis- ue co-creation: a systematic literature review, semination in academic forums. These academic Managing Service Quality, vol. 24, no. 6, 643- publications may also serve individual authors 683. as part of their doctoral studies and as overall Gustafsson, A., Kristensson, P. & Witel , L. 2012. academic merit. On a wider note, authored ac- Customer co-creation in service innovation: a ademic publications provide an excellent basis matter of communication? Journal of Service project public relations as practical dissemina- Management Vol. 23 No. 3, 2012, 311-327. tion messages, professional articles, and web, Knight, R. & Nurse, J. R. 2020. A framework for newsletters, or blog posts. The academic impli-effective corporate communication after cyber cations are an increased academic visibility. All security incidents. Computers & security, vol. these implications help promote the sustainabil- 99, 2020, p. 102036, https://doi.org/10.1016/j. ity of the project and its results. cose.2020.102036. Pirinen, R. 2015. Studies of External y Funded Research and Development Projects in Higher Education: Knowledge Sources and Transfers. Creative Education, 2015, 6, 315-330. Ruoslahti, H. 2019. Co-creation of knowledge for innovation in multi-stakeholder projects. University of Jyväskylä. 3 AbstrActs 155 Green communication and moral outrages in the context of revisited Situational Crisis Communication Theory Selakovic, Marko, S P Jain School of Global Management (U.A.E.) Ljepava, Nikolina, American University in the Emirates (U.A.E.) Ljepava, Angela, University of Waterloo (Canada) Introduction and purpose of the study nication. Green communication is a significant The purpose of the study is to examine rele- contributor to the development of moral legit- vance and application of green communication imacy of an organization (Seele & Gatti, 2017). practices in management of the key elements At the same time, revelations of environmen- of cognitive appraisals that lead to moral out- tal y irresponsible behaviors or unethical green rages associated with the crises. The study aims communications, such as greenwashing, are to identify if and how green communication is identified as possible sources of crises (Coombs used to mitigate both crisis risks and emergence & Hol aday, 2015). This is especial y relevant as of moral outrage. Additional y, the study aims the concern about the involvement and practic- to differentiate between ethical and unethical es of organizations regarding environmental is- green communication practices in the context sues has been raised significantly in the recent of their impact on corporate legitimacy and val-years, with stakeholders becoming increasingly ue congruence between an organization and its sensitive and critical towards the companies that stakeholders. do not respect the environment (Pizzetti et al., 2020). Literature review Revisited Situational Crisis Communication Contextualized within the legitimacy theory Theory (Coombs & Hol aday, 2022) suggests (Scherer et al., 2013), three types of legitimacy inclusion of the moral outrage as a cognitive contribute to the development of corporate le- appraisal associated with the theory. The mor- gitimacy: cognitive, pragmatic, and moral legiti-al outrage has three key elements: assessment of macy. Cognitive legitimacy is based on common situation as negative, appraisal of responsibility, assumptions of an organization’s societal envi-and perception of injustice and greed. Moreover, ronment. Moral legitimacy relies on judgments Coombs and Hol aday (2022) indicated the need about the organization, its behavior, and ethics. of redefinition of the response strategies to the Pragmatic legitimacy is based on the percep-crises that generate high moral outrage and tion of key stakeholders related to their personal highlighted an importance of questioning value benefit from corporate activities and commu- congruence between the stakeholders and orga- 3 AbstrActs 156 nizations during such crises. munication practices. Methodology Analyzing in the context of application of green communication to respond to the cri- A document analysis has been deployed to ses described in the revisited Situational Crisis identify the role of green communications in Communication Theory, the literature evidence the context of crisis response. Total of 66 cases, indicates that companies can use green com-including 26 described in the research articles, munication to address the crises that come with and 40 cases identified in publicly available me-high moral outrage, such as scansis and man- dia databases and websites, had been included in agement misconduct. Green communication, if the research. company practiced it ethical y, can help to ad- dress both need for ethical base response and Each case has been analyzed from the ethical acknowledgement of the moral violations. In perspective of green communication practice addition, ethical green communication can be (ethical or unethical communication) and as- used during and after crisis to reduce the risk of sociated with a particular element of the crisis questioning the value congruence between the development or response, as described in the re- stakeholders and the organization, and conse- visited Situational Crisis Communication Theo- quently represents potential y powerful element ry (Coombs and Hol aday, 2022). Further, sen- of the bolstering strategy. timent analysis has been deployed for the cases that are possibly associated with negative aspect of triadic appraisal of the moral outrage. Practical and social implications The study provides guidelines to communica- Results and conclusions tion practitioners about possible usage od green communication in primary and secondary crisis The document analysis of research publications response strategies described in the Situation- and media content reviewed within this study al Crisis Communication Theory (Coombs & indicated a significant role of green communica- Hol aday, 2022). Moreover, the study offers the tions in the context of the moral outrage triadic evidence about possible negative reputational appraisal discussed in the reformulated Situa- impact of unethical green communication prac- tional Crisis Communication Theory. Unethical tices and exposures of irresponsible behaviors green communication, such as greenwashing during the crises. It also depicts how such prac-or various forms of misleading corporate green tices and behaviors contribute to the generation claims, occurs as active contributor, or, in cer-and development of high moral outrages related tain cases, as a key source of development of to the crises. negative aspect of an appraisal, consequently leading to crises that generate high moral out- rage. Moreover, findings of the study indicate Keywords that companies are using green communication green communication, crisis communication, Sit-to mitigate the responsibility, that is identified as uational Crisis Communication Theory second critical element of the triadic appraisal. Further, green communication is used as a tool to address the issues related to the perception of injustice and greed, when the crisis is not caused by environmental issues or unethical green com- 3 AbstrActs 157 References Coombs, T., & Hol aday, S. (2015). CSR as crisis risk: expanding how we conceptualize the relationship. Corporate Communications: An International Journal, 20(2), 144-162. Coombs, W. T., & Hol aday, S. J. (Eds.). (2022). The handbook of crisis communication. John Wiley & Sons. Pizzetti, M., Gatti, L., & Seele, P. (2021). Firms talk, suppliers walk: Analyzing the locus of greenwashing in the blame game and intro- ducing ‘vicarious greenwashing’. Journal of Business Ethics, 170(1), 21-38. Scherer, A. G., Palazzo, G., & Seidl, D. (2013). Managing legitimacy in complex and hetero- geneous environments: Sustainable develop- ment in a globalized world. Journal of management studies, 50(2), 259-284. Seele, P., & Gatti, L. (2017). Greenwashing revisited: In search of a typology and accusa- tion‐based definition incorporating legitimacy strategies. Business Strategy and the Environment, 26(2), 239-252. 3 AbstrActs 158 Ways to Foster Internal Communities: Harnessing the Power of Effective CSR Communication Shen, Hongmei, San Diego State University (USA) Jiang, Hua, Syracuse University (USA) Introduction and Purpose Literature Review Organizations are increasingly expected to con- Following the community approach to inter- tribute to social good. Corporate social respon- nal public relations by Shen and Jiang (2021), sibility (CSR) initiatives are examples of such we argue that organizations and employees are contributions. Organizations have attempted to both members of internal communities regard- align their CSR activities with business goals and ing CSR. The role of public relations is to foster actively communicated to stakeholders about and sustain communities. Such communities are such activities, often in the hopes of improving “created and dissolved by voluntary individuals organizational reputation and brand values. A and/or organizations with shared experiences, key audience of such CSR communication is em- interests, identities and norms” (Shen & Jiang, ployees. Internal CSR communication has been 2021, p. 420). When organizations engage in in- tied to positive employee outcomes, including ternal CSR communication that is informative, enhanced job performance and creativity. Theo- relevant, transparent, consistent, factual, and retical frameworks such as the excellence theory, non-promotional to their employees, employees relationship management theory, and dialogue are likely to feel enabled, supported, and empow-theory have been commonly applied in CSR ered. These internal CSR agents will potential y derive a sense of community regarding perti-communication research in public relations. In nent CSR issues. These community agents will this paper, we introduce an alternative frame- ultimately be more satisfied at work and show work to help shed light on the mechanisms to higher levels of contextual performance. sustain employee CSR involvement. Adopting a community approach (cf. Shen & Jiang, 2021), The key concepts involved in our study are ef-internal CSR communication can help enable fective internal CSR communication, employee and empower employees to become active agents CSR agency, employee sense of CSR community, who are essential internal community members. employee job satisfaction and contextual perfor- Strong internal CSR communities could natural- mance. Effective internal CSR communication ly drive employees’ job satisfaction and volun- is informative, relevant, transparent, consistent, tary citizenship behaviors towards other internal factual, and non-promotional. Such effective community members. communication could enable employees to be more involved in CSR. Their CSR agency can be manifested first as self-efficacy, or beliefs in their 3 AbstrActs 159 ability to enhance their organization’s CSR activ-Keywords ities for example. Also, such agency of internal Community approach, effective CSR communica-community members can demonstrate as peer tion, employee CSR agency, sense of community, CSR support and members’ opportunity to pro-employee behaviors vide input and contribute to their organizations in terms of CSR. Employees’ sense of agency will likely activate their sense of community, which References in turn enhances their job satisfaction and con- Shen, H., & Jiang, H. (2021). Rethinking internal textual performance. public relations: Organizations and publics as community members. Journal of Public Rela- Methodology tions Research, 33(6), 415-428. We will conduct an online survey, using partici- pant pools from a market research company. All measures have been previously validated. IRB approval has been secured. Data collection will take 2-3 weeks to complete. We expect data anal- ysis, including descriptive statistics and structural equation modeling analysis, to be done in March. Our full manuscript will be prepared in late Spring. Results and Conclusion We expect to identify the role of effective CSR communication in building and sustaining in- ternal communities on CSR issues. The cama- raderie could have a transformative impact on individual employees’ positive feelings as well as actual voluntary behaviors at work. Practical and Social Implications We hope to add empirical evidence to the com- munity approach to public relations. With re- lationship-building and dialogue tools at their disposal, public relations professionals are ful y capable of strengthening communities of various sizes and bringing different groups to work to- gether toward common community goals. Such community-enhancing work can easily tran- scend organizational and national boundaries as people seek creative and sustainable solutions to social-economic issues that impact us al . 3 AbstrActs 160 Toward Sustaining an Alumni Community: The Role of Identity and Agency on Alumni Engagement Shen, Hongmei, San Diego State University (USA) Northup, Temple, San Diego State University (USA) Introduction and Purpose the drivers (e.g., identity strength and salience) As the world becomes increasingly polarized and outcomes (alumni engagement) of alumni’s and distrust surged, scholars have envisioned individual agency. different ways that public relations can contribute to the common good. For example, Shen and Individual agency highlights community mem- Jiang (2021) renewed the call for a community bers’ ability to disrupt community rules, pro- approach to public relations, echoing the prop- cesses, and values, or choose not to do so (Shen osition by Kruckeberg and Starck (1988) that & Jiang, 2021). Alumni’s identity strength refers public relations should be about restoring and to their identification with an academic unit as maintaining a sense of community. On the other a part of their self-description whereas identity hand, recent research (e.g., Ni & Shen, 2023) on salience denotes the relative importance of such publics highlighted the importance of people’s an identification to their total sense of self. Re-identity, particularly their identity salience, in search has shown that more salient and stronger influencing their perceptions, motivations, and group membership could increase individual’s even behaviors. Therefore, guided by the com- self efficacy, a component of individual agen- munity approach, our study sought to identify cy. Empowered community members often are ways to sustain communities in such times of more active actors in community life. turmoil. Specifical y in the higher education context, we examined the ways in which alum- ni’s identity strength and salience impacted Methodology their sense of agency and ultimately their en-We distributed an online survey among a U.S.- gagement behaviors. based academic unit’s alumni database. A total of 217 alumni completed the survey in Spring Literature Review 2022, with validated measures on five-point Adopting the seven tenets of community ap- Likert-type scales. We performed descriptive proach by Shen and Jiang (2021), grounded in statistics to develop profiles of participants, a responsive communitarianism, we believe that a series of hierarchical regression to identify con-core pil ar of community development is com- trol variables, and a two-step structural equation munity members’ individual agency. Integrating modeling analysis to test the hypotheses. literature from intercultural communication, sociology, and public relations, we investigated 3 AbstrActs 161 Results and Conclusion Practical and Social Implications The alumni identified strongly with the academ- Extending our findings beyond a higher educa- ic unit ( M = 4.43, SD = .75), but their identity sation setting, we believe that community build- lience was moderate ( M = 3.11, SD = 1.24). Their ing remains an effective way to strengthen social level of agency was also moderate (self-efficacy: cohesion and reduce conflict and polarization. M = 3.72, SD = .93; peer support: M = 3.47, SD Organizations and publics are all members of = 1.02; ability to influence: M = 3.16, SD = 1.00). the larger communities, bound by agreed-upon The alumni reported lower levels of instrumen- and renegotiated community rules and norms. tal engagement ( M = 1.49, SD = .62) and com-Enabled and empowered institutional and indi- municative engagement ( M = 1.49, SD = .76) but vidual community members can sustain growth a moderate level of affective engagement ( M = and creativity as they work towards common 3.19, SD = .99). All measures were highly reli-goals. Public relations professionals are key to able, with alpha values ranging from .77 to .95. this participatory process. Based on hierarchical regression results, age was Keywords controlled for in the follow-up two-step struc- tural equation modeling analysis. Confirmatory Community development, identity strength, iden-factor analysis yielded satisfactory results, with tity salience, agency, alumni engagement good model fit index values and high loadings of items on their respective factors. Second-order References structural phase analysis results revealed that Kruckeberg, D., & Starck, K. (1988). Public rela-both identity strength (path = .53, p < .001) and tions and community: A reconstructed theory. identity salience (path = .32, p < .001) were sig-Praeger. nificant predictors of individual agency, which in turn significantly impacted alumni engage- Ni, L., & Shen, H. (2023). A cultural ap- ment (path = .84, p < .001). Indirect effects re-proach to understanding publics and their sults showed that individual agency was a sig- information behaviors during COVID-19: nificant mediator between the identity variables Self-construal and identity salience. Journal and alumni engagement. of Public Relations Research, 35(1), 1-16. doi: 10.1080/1062726X.2022.2149533 In conclusion, alumni’s identity with an academ- Shen, H., & Jiang, H. (2021). Rethinking internal ic unit and the salience of such an identity could public relations: Organizations and publics as activate their agency, including self efficacy, community members. Journal of Public Rela- sense of peer support, and ability to influence the tions Research, 33(6), 415-428. organization. Empowered alumni agents would be more likely to engage with the academic unit, including guest lecturing, mentoring, providing career opportunities, attending events, commu- nicating, and feeling enthusiastic and excited about the organization. 3 AbstrActs 162 Internal and External Aspects of Sustainability Communication. An investigation of CSR reporting and media coverage in different industries 2020-21 Sievert, Holger, Macromedia University of Applied Sciences Cologne (Germany) Hetzel, Esther, Macromedia University of Applied Sciences Cologne (Germany) Meißner, Florian, Macromedia University of Applied Sciences Cologne (Germany) Introduction and purpose of the study Literature Review According to the conference call of papers, crises As a theoretical framework of this paper, the and change are driving forces behind the Pub- conceptualization of sustainability was dealt lic Relations profession and sustainability is the with. It was pointed out again that already at the ability of a system to maintain continuity over end of the 20th century more and more crises time. It therefore seems more and more import- hit the world. Based on this, the urgency has ant that companies include sustainability com- become apparent that technologies and social munication on a professional level in their focus. organizations must be improved to improve sus- This is necessary in order not only to maintain tainability (WCED, 1987). Furthermore, it has their (and at the end our all) simple existence on been mentioned that corporate communication the long run, but first also to implement sustain-of companies has a significant impact on the ability on a normative level all over their organ-company’s reputation (Cornelissen, 2004; Van isation including external stakeholders and thus Riel & Fombrum, 2007). Subsequently, the 17 to develop positively. But how sustainable are Sustainable Development Goals of the United sustainability reporting and sustainability relat-Nations will be used to analyse them intensive- ed media relations of companies? What are the ly by applying them to the subject of the study. sustainability issues they are focussing on? And However, according to Pradhan et al. (2017), the what the differences on the topics mentioned difficulty here is to be able to measure the suc-can be observed between different countries or cess of the implementation of SDGs in compa- industries? This paper will present two explor- nies in a target-oriented manner. atory studies addressing these and other ques- tions: On the one hand, the study examines sus- tainability issues in companies’ (self) reporting Methodology in Europe and the U. S., and on the other hand, The first study examines if, and to what extent, it analyses the sustainability media reporting on the UN’s 12 Sustainable Goals are represented different industries in Germany. in formal reporting of the German Stock Index 3 AbstrActs 163 DAX 30 and the listed companies on the Dow All in al , the two explorative studies show a Jones Industrial Index. Applying a quantitative high degree of necessary differentiation regard- analysis, financial and non-financial documents ing industries, self-representation, and media (n= 314) from 2019 to 2020, and website sec- reporting as well as across national contexts. Of tions (n= 230), concentrating on Values, CSR, course, the two studies have several limitations: Sustainability, SGDs, and Covid-19, are ana-For instance, the two studies had to follow part-lysed. This data collection process took place ly different research designs although they were from May 1, 2020, to May 25, 2020. based on the same theoretical foundations and approaches. Study two contains a research question which examines how and to what extent does the me- Practical and social implications dia report on the topic of sustainability in the financial, media and sports industry in Germa-The paper once again demonstrates the impor- ny. Therefore, a quantitative analysis was used tance of sustainability issues for corporations as the research design, based on thematic query and their communications around the globe. It by media intelligence service “Press Relations”. also shows that some industries, including the The codebook as a measurement tool includes, media industry, still need to catch up. The study in addition to baseline data, acting persons, such can serve as „food for thought” for companies as internal and external actors, how the different and academics: It can help them to better un-SDGs were addressed, and, of course, the indus- derstand the implications and dynamics of SDG tries. The study was conducted in the period No- communication. To act real y professional in vember 1, 2020, to October 31, 2021. Numerous this context and not to focus only on very small of articles (n=1017) which include daily news-aspects near to “greenwashing” is a real y im- papers, magazines and trade journals in Germa- portant task for the future! ny, Austria, and Switzerland, were examined. Keywords Results and conclusions Sustainability, CSR, ESG, Public Relations, Com-The results of the first study show differences munications among DAX and DJ listed companies in regard of their SDG representation: German companies have a higher general reference to SDGs than American corporations that focus much more on their own industries. Study two found a distinct reporting on sustain- ability issues across three different industries: The least coverage on SDG issues during the analysed period could be found within the sports industry; the most intensive and positive media reporting was observed in the finance industry; in the media industry there was the highest cov- erage on peace and justice issues. 3 AbstrActs 164 “Personal” Influence in “Public” Relations Practices: Evidence from Italy Sriramesh, Krishnamurthy, University of Colorado (USA) Valentini, Chiara, University of Jyvaskyla (Finland) Introduction and Purpose of the Study exploded as well as the interest in these digital Personal influence is one of the most ubiqui-natives’ use of personal influence (e.g., Bakker, tous, and arguably powerful, tools that humans 2018; Freberg et al. , 2011; Khamis et al. , 2017). of every culture use. Public relations practi- The four models of public relations offered by tioners also use personal influence in leveraging Grunig and Hunt (1984), that dominated public relationships with their stakeholders – perhaps relations literature at least for three decades, only much more so than they would like to admit. Yet, focused on mass-mediated communication. It scholarship in our field has paid scant attention was only when the models were tested outside on how personal influence is leveraged for dif- the Western countries that the extensive use of ferent public relations purposes in different cul-personal influence via practitioners’ own inter- tural contexts. Most studies have been restricted personal relationships with stakeholders were to a few countries of Asia. To widen the focus identified (Chen and Chen, 2004; Chow and of public relations scholarship vis-à-vis personal Ng, 2004; Hung, 2004, Sriramesh, 1988, 1992, influence, this study empirical y investigated the Huang, 1990). Personal influence refers to the presence, and use, of personal influence among capacity of certain individuals to obtain some- Italian public relations professionals. thing by counting on their relations with other individuals. Sriramesh and Fisher (2021) in re- Literature Review viewing public relations literature focused on personal influence argue that public relations is The importance of personal influence has re-connatural y a profession about persuasion, and ceived greater recognition in allied commu- persuasion is often elicited through personal in-nication disciplines than in public relations fluence as a part of relationship building effort even though public relations practitioners rely undertaken by public relations professionals. To heavily on their personal connections to get be effective, personal influence depends on the professional work done. Early communication status, trustworthiness, and credibility of indi-theorizing such as the two-step-flow in mass viduals in a reciprocal relationship (Toth 2000). communication (Katz and Lazarsfeld, 1955), Mutual and beneficial relationships with stake-and the diffusion of innovations (Rogers, 1962) holders build trust and credibility and “both of and subsequent studies showed the important which are necessary when trying to persuade, in role of opinions leaders in influencing public a non-normative sense, various stakeholders to perceptions of media messages. In recent years, take an action, attitude, or stance” (Sriramesh the phenomenon of social media influencers has and Fisher, 2021, p. 338). Hence, personal influ- 3 AbstrActs 165 ence as a dimension of relationship management Practical and Social Implications is also a strong indicator of successful public The study helps us understand how Italian pro- relations (Toth, 2000), and can lead to positive fessionals leverage their personal influence in organizational outcomes (e.g., Gallicano, 2009; their daily public relations activities. Further, it Valentini, 2009; White et al., 2010). helps us delineate differences in the manifesta- tions of this ubiquitous public relations tool in Methodology difference cultures. These key dimensions help A survey was conducted through a self-adminis- us advance the body of knowledge of public re- trated, web-based questionnaire and was devel- lations. oped from earlier studies investigating personal influence in public relations literature. Survey Keywords participants included public relations profes- Personal influence public relations, public rela-sionals across the three major sectors: public/ tions in Italy, personal influence strategies government, non-profit, and for-profit private sectors. Results and Conclusions The findings show the presence and regular use of personal influence by professionals from all sectors to cultivate interpersonal relationships. Personal influence is considered a personal re- source and used to leverage own influencing power. The findings also document four major manifestations of personal influence, that were named: relational closeness strategy, engagement strategy, expertise strategy, and added value strategy. Although there a few overlaps, many of these manifestations are distinctly different from personal influence identified by earlier studies, especial y from Asia. This lends credence to our assumptions that personal influence is not limited to Asian or non-Western cultures and that personal influence is pragmatic and effective as a public relations tool. 3 AbstrActs 166 Internal communication channel trends, the energy crisis and sustainability: Can a middle ground be found in South Africa? Sutton, Lucinda B, North-West University (South Africa) Le Roux, Tanya, Bournemouth University (UK) Introduction and purpose of the study Sustainable internal communication (not com- During Covid-19 the importance of internal municating about sustainability) is the next communication as a lifeline for organisations, challenge. For internal communication, as a were highlighted once again. However, since the business function to stay viable it needs to re- pandemic further seemingly incompatible chal- flect the sustainability agenda of the organisa- lenges for internal communication has arisen, tion within its own operations. Although the like the energy crisis, and the question of sus- sustainability agenda suggests a wider definition tainability. than just environmental impact (UN 2023), the preservation of natural resources and limiting The emergence of an energy crisis impacting on their environmental footprint is the focus of this electricity provision, which in turn impacts on study. technology use in communication, has been op- posing increasing technological advances. Var- This study aims to understand how the above- ious countries face rolling electricity blackouts. mentioned elements contribute to new trends in Some examples include developing countries internal communication, by analysing longitudi-like Pakistan, India and South Africa. However, nal data gathered from internal communication the phenomenon is not limited to developing practitioners and consultants in South Africa. countries. Austria, Switzerland and the UK, as some examples of developed countries has also Literature review started to prepare for possible blackouts (Evans The study is conducted from a systems and re-2023; World Population Review, 2023). In South flective approach and will use a multi-dimen- Africa, Eskom (the South African national elec- sional theoretical framework to accommodate tricity utility), is unable to supply power to the the complex research context. Elements from entire country at the same time, necessitating the following theories will be incorporated in loadshedding (a blackout schedule by rotating the theoretical framework: stakeholder relation- the available electricity between consumers) in ship management theory, strategic communica- blocks of 4–6 hours at a time. As a result, election management theory, technological accep- tronic means of communication becomes al- tance model, uses and gratification theory and most obsolete. sustainability theory. 3 AbstrActs 167 The baseline study that would provide informa- therefore provided clear goal achievement value, tion to the research is Sutton’s (2020) PhD in specifical y where internal communication de- which she found: (1) that the South African en- partments have to compete for funding. vironment is the major driver impacting on how internal communication is executed, and (2) the However, the strong move back to printed forms preference for electronic internal communica- of internal communication seems to oppose the tion channels, which did not reflect stakeholder sustainability agenda. Interestingly, very few in-needs. terviewees mentioned a concern for sustainabil- ity and prioritised it lower than the need to get Methodology their message across. A qualitative, longitudinal method will be used by comparing the pre-pandemic data (gathered Practical and social implications by Sutton in 2019) to data gathered after the pan-Lessons learnt from this research could extend demic and during the electricity crisis (in 2022). to internal communication practitioners in oth- A qualitative longitudinal research method was er countries facing, or potential y facing, similar seen as appropriate for this study, as it explores challenges. the respondents’ views over time and during dif- ferent challenging environmental challenges. Finding a sustainable way of communicating through printed material in the context of an The same ten internal communication practi- energy crisis could not only help the internal tioners at the Top 500 companies in South Afri- communication departments be more business ca, as well as the eight internal communication relevant, but help the internal communication consultants in South Africa that were purposive- department strategical y contribute to the over- ly selected, were again used in the study. all organisation’s sustainability goals. Results and conclusions In addition, future studies could investigate this South African organisations are struggling to challenge within the wider sustainability discusimplement and adopt new technology trends. sion, as per the UN definition. Internal communication practitioners and con- sultants highlight that most organisations (in Keywords different industries) experience a lack of free Internal Communication; Internal Communica- WiFi in the workplace, access to smartphones, tion Channels; Energy crisis; Sustainability and unequal levels in training and literacy, over and above the electricity outages. References The above then leads to the post-pandemic Evans, E. 2023. UK Blackouts. https://www. trend to move back to traditional forms of in- edinburghnews.scotsman.com/read-this/uk- ternal communication, such as town hall meet- blackouts-the-exact-times-your-house-could- ings (where possible) and printed media, which face-hours-of-power-cuts-this-winter-amid- more closely resembles the stakeholder needs. energy-crisis-3888951 Edinburgh News, 26 Interviewees argued that, even more than face to Jan 2023. face opportunities, printed media ensured their Sutton, LB. 2020. A framework for strategic in- messages reaching the internal stakeholders. It ternal communication management in South 3 AbstrActs 168 Africa, based on current trends [Afrikaans] [online]. Thesis (Phd). North-West Univer- sity. Available from: https://repository.nwu. ac.za/bitstream/handle/10394/36349/Sutton_ LB.pdf?sequence=1&isAllowed=y UN. 2023. Sustainability. https://www.un.org/ en/academic-impact/sustainability [Accessed 26 Jan 2023] World Population Review. 2023. Blackout coun- tries / European Union Blackout Countries 2023. https://worldpopulationreview.com/ country-rankings/blackout-countries [Ac- cessed 26 Jan 2023] 3 AbstrActs 169 The impact of corporate social responsibility on brand loyalty and employer brand reception: The mediating role of brand authenticity Špoljarić, Anja, University of Zagreb (Croatia) Dropulić, Branka, University of Zagreb (Croatia) Tkalac Verčič, Ana, University of Zagreb (Croatia) Introduction and purpose of the study nization’s employer brand. For quite some time researchers have focused on the way organizations conduct their business With major changes that are happening all in terms of being social y responsible (Aguinis around, consumers are becoming more aware of & Glavas, 2012). Publics tend to recognize the how businesses, both positively and negatively, way organizations manage their business prac- impact the world. For them to perceive an or- tices, and they tend to positively reciprocate ganization’s corporate brand as positive, they when an organization’s business focus shifts require organizations to strive towards respon-from profit-driven to environmental, social and sible business practices. When organizations governance (ESG) framework (Tkalac Verčič & communicate how they achieve CSR, external Sinčić Ćorić, 2018). However, this is only possi-publics gain an insight into how an organization ble when an organization’s corporate social re-ensures positive impact on an environmental sponsibility (CSR) is authentic, and is perceived and societal scale by creating sustainable gover-as such (Alhouti et al., 2016). nance. This, in turn, creates positive perception of an organization and increases brand loyalty The question that arises is whether it is possible (Tkalac Verčič & Sinčić Ćorić, 2018). to build employer brand perception and loyalty based on corporate social responsibility without ESG oriented business practices are becoming understanding the role of brand authenticity? increasingly more important among younger generations of consumers, since negative impact on environment and society leads to greater un- Literature review certainty about their future (Spiegelhalter et al., While CSR research has extensively dealt with 2011). These consumers, especial y generation customer-based outcomes (Aguinis & Glavas, Z, require organizations to be responsible and to 2012), we argue that CSR indeed does impact transparently communicate their responsibility. customer’s perception of an organization, espe- Less and less are they willing to support and ascial y within ESG-oriented generation, but at the sociate themselves with brands that evade their same time it is responsible for shaping an orga- environmental and societal responsibility (Dabi- 3 AbstrActs 170 ja et al., 2019). It is, therefore, crucial to deter-Bibliography mine whether brand authenticity drives loyalty Aguinis, H., & Glavas, A. (2012). What we know to an organization, as determined by both brand and don’t know about corporate social respon- loyalty and perceived employer attractiveness sibility: A review and research agenda. Journal among ESG-oriented generation. of Management, 38(4), 932-968. https://doi. org/10.1177/0149206311436079 Methodology Alhouti, S., Johnson, C. M., & Holloway, B. B. In order to determine whether ensuring authen- (2016). Corporate social responsibility au- tic perception of CSR can drive loyalty, both thenticity: Investigating its antecedents and among customers and potential employees, we outcomes. Journal of Business Research, 69(3), will conduct structural equation modelling. We 1242-1249. https://doi.org/10.1016/j.jbus- are in the process of collecting data, using preres.2015.09.007 viously validated scales that measure customer’s perception of CSR, perceived brand authenticity, Dabija, D. C., Bejan, B. M., & Dinu, V. (2019). brand loyalty and employer attractiveness. Data How sustainability oriented is Generation Z in is being collected among generation Z, which we retail? A literature review. Transformations in identified as the generation whose primary focus Business & Economics, 18(2), 140-155. are sustainable business practices, to determine Spiegelhalter, D., Pearson, M., & Short, I. (2011). if positive CSR perception drives their loyalty. Visualizing uncertainty about the future. Science, 333(6048), 1393-1400. https://doi. Results and conclusion org/10.1126/science.1191181 We are still in the process of data collection. We Tkalac Verčič, A., & Sinčić Ćorić, D. (2018). will complete our research and conduct the ap- The relationship between reputation, employ- propriate analysis before June 30th 2023. er branding and corporate social responsibil- ity. Public Relations Review, 44(4), 444-452. Practical and social implications https://doi.org/10.1016/j.pubrev.2018.06.005 Results of the study aim to determine the impor- tance of communicating, and participating in, CSR and ESG oriented business practices with the intent to create loyal customers and poten- tial employees among ESG oriented generation of consumers. Keywords Corporate social responsibility; environmental, social, governance; brand authenticity; brand loyalty; employer brand. 3 AbstrActs 171 Environmental, Social and Governance (ESG). Just a “public relations exercise”? Thompson, Gareth, University of the Arts London (UK) Introduction and purpose of the study Literature review The Environmental, Social and Governance In a report on the ESG opportunity for PR, (ESG) framework for corporate planning and Waddington and White (2021) reminded prac- reporting is 20 years old next year. Since a 2004 titioners that there is “no bigger issue” to which meeting of the United Nations and a group of they should be attending and went on to identi- financial institutions in Switzerland, ESG has fy eight areas where they could assist clients or matured from a nascent corporate social respon-their own organisation with PR tasks that are re-sibility initiative to a significant new asset class lated to ESG. Yet the relationship between public for sustainable investing. In Europe alone, ex-relations and ESG is not always positive. One re-change-traded funds (ETFs) invested with ESG cent analysis conceded that while ESG emerged principles had inflows of €51bn ($54bn) in 2022, partial y as an extension of CSR activity and accounting for 65 percent of all fund flows ac- had made widespread impact in some fields, for cording to analysis from Morningstar (Human, many companies, it was no more than “a public 2023). relations exercise” (Daugaard and Ding, 2022). Despite this momentum, in January 2023, 21 Methodology Republican state attorneys-general in the US be- gan a legal and media attack at corporate proxy The methodology used in this paper is an anal- advisers over their ESG-compliant recommen- ysis of the public relations discourse used by the dations for state pension funds and other invest-campaigners against ESG that have emerged in ments tied to climate and social goals. Specifi- the last five years. The study is based on a search cal y, the campaign has warned ISS and Glass of press statements, online and print news cov- Lewis against making voting recommendations erage using ProQuest to gather a corpus. based on net zero carbon emissions goals. This paper offers an assessment of the argumentation Results and conclusions used by this new generation of campaigners and The concerted campaign by Republican state at- influencers against ESG principles who have torneys-general in the US is a case of one part of emerged in since 2020 and the public relations the US government (Republican attorneys gen- argumentation used to promote and defend eral at state level) actively campaigning against ESG. the guidance and proposed policy of another, the US Securities and Exchange Commission (SEC). The argumentation used by opponents 3 AbstrActs 172 of ESG in their public relations discourse has Keywords combined populist and legal contentions. The ESG, environment, sustainability, investment. populist discourse is that the actions of fund managers who pursue ESG strategies are making ordinary citizens poorer: “Your actions threaten References the economic value of our states’ and citizens in-Daugaard, D. and Ding, A. (2022) Global Driv- vestments and pensions – interests that may not ers for ESG Performance: The Body of Knowl- be subordinated to your social and environmen- edge. Sustainability 2022, 14(4) 1-21. tal belief”. Human, T. (2023) European ESG ETFs grab 65 percent of inflows in 2022, finds Morningstar. Practical and social implications IR Magazine, 13 January. The ESG framework for investment has become Waddington, S. and White, J. (2021) The ESG an enduring and effective driver of corporate Opportunity for PR, Vuelio, 4 May. Available change towards sustainability in the face of the at: https://www.vuelio.com/uk/blog/research-climate emergency. ESG has also been posi- and-report-what-is-esg-and-what-is-the-op- tioned by the United Nations (UN) as central to portunity-for-public-relations/ the corporate response to the UN’s Sustainable Development Goals. Analysis of public relations discourse in this study suggests lines of argu- ment that ESG proponents could use to counter the “local versus global” argumentation that is being used by US Republicans and other oppo- nents of ESG. 3 AbstrActs 173 Attitudes towards sustainable development and employer brands: Comparing generations X, Y and Z, in two countries Tkalac Verčič, Ana, University of Zagreb (Croatia) Verčič, Dejan, University of Ljubljana and Herman & partnerji (Slovenia) Introduction and purpose of the study Literature review: Sustainable development is defined as “develop- As economic, social, technological, and demo- ment that meets the needs of the present without graphic changes are reshaping the environment, compromising the ability of future generations organizations need to focus their attention on to meet their own needs” (Brundtland Commis- employees, current and potential. The aim for sion, 1987, p. 47) and has the aim of uniting the organizations should be to develop values with interests of economic growth and environmental which employees can identify and through that protection (Cho et al., 2021). It is a part of cor-ensure involvement, loyalty, and long-term suc- porate social responsibility and has an econom- cess. Sustainable development plays an import- ic, social, and environmental dimension (Choi ant role in organizations employer branding and & Ng, 2011). A part of managing sustainable how potential (and current) employees perceive organizations is communicating organization- it. Those potential employees are increasingly al commitment to it (Godemann & Michelsen, recruited from the new, younger generations. 2011). There is a growing stream of research on Though analyzing the relationship between these sustainability communication, as well as its posi-areas seems quite logical and obvious, there is tive outcomes, such as enhancing organizational not much research in the area (Rzemieniak et reputation (Park & Cameron, 2013), increasing al., 2021). The research that can be found is re-intention to purchase (Choi & Ng, 2011), or af-lated to CSR and job attractiveness (Turban & fecting employer brands (Rzemieniak & Wawer, Greening, 1997) or CSR perception and employ-2021), especial y for the new generations enter- er attractiveness (Tkalac Verčič & Sinčić Ćorić, ing the workforce. The main goal of this study 2017). There is a lack of cross-generational and was to contribute to the understanding of the multinational comparison towards sustainabil- connection between attitudes towards sustain- ity (Brand et al., 2022). In this paper we focus able development communication and attitudes on Generations X, Y and Z. We test if the con-towards employer brands. We wanted to test this nection between attitudes towards sustainable relationship and see if it is affected by nationality development and employer attractiveness varies and age. according to 1) generation; and 2) nationality. Although the literature is inconclusive about the potential effects, we expect a differential impact 3 AbstrActs 174 of both generation and nationality. Brand, B. M., Rausch, T. M., & Brandel, J. (2022). The Importance of Sustainability As- Methodology pects When Purchasing Online: Comparing Generation X and Generation Z. Sustainabili- To answer the research question, we will use ty, 14(9), 5689. two sets of items for measuring attitudes (to- wards sustainable development and employer Brundtland Commission. (1987). Our common brands). Attitudes towards sustainable develop- future. The brundtland report. Oxford, UK: ment will be measured with 5 items developed World Council on Sustainable Development. by TNS Kantar (Bask et al., 2020), and attitudes Cho, M., Park, S. Y., & Kim, S. (2021). When an towards employer brands will be measured with organization violates public expectations: A 4 items used for the measurement of ethics and comparative analysis of sustainability commu- CSR dimension (a part of the Employer brand nication for corporate and nonprofit organiza- scale by Tanwar and Prasad, 2016). We will use a tions. Public Relations Review, 47(1), 101928. purposeful stratified sample from three genera- tions (x, y, and z) in two countries (Croatia and Godemann, J., & Michelsen, G. (2011). Sustain-Slovenia). ability communication–an introduction (pp. 3-11). Springer Netherlands Results and conclusion Park, S.-A., & Cameron, G. T. (2013). Proactive environmental risk communication: Science The study tests an implicit progressivist assump-reporters’ evaluation of for-profit corpora- tion in sustainability discourse that support for tions’ sustainability communication. PRism, sustainability in general is inversely proportion-10(1), 1–16. al with age and economic development. Rzemieniak, M., & Wawer, M. (2021). Employ- Practical and social implications: er branding in the context of the company’s sustainable development strategy from the The main practical implication of the study to perspective of gender diversity of generation help manage sustainable development commu- Z. Sustainability, 13(2), 828. nication and adjust it to specific needs of different generations and cultures. Tanwar, K., & Prasad, A. (2016). Exploring the relationship between employer branding Keywords: and employee retention. Global business re- view, 17(3_suppl), 186S-206S. Sustainable development attitude, employer brand, generational differences, national differ-Verčič, A. T., & Ćorić, D. S. (2018). The relation-ences. ship between reputation, employer branding and corporate social responsibility. Public Relations Review, 44(4), 444-452. Bibliography Turban, D. B., & Greening, D. W. (1997). Cor-Bask, A., Halme, M., Kallio, M., & Kuula, M. porate social performance and organizational (2020). Business students’ value priorities attractiveness to prospective employees. Acad-and attitudes towards sustainable develop- emy of management journal, 40(3), 658-672. ment. Journal of Cleaner Production, 264, 121711. 3 AbstrActs 175 The impacts of communication in sustainability in Italy Vazzoler, Sergio, Amapola (Italy) Armuzzi, Giulia, Gruppo Maggioli (Italy) Bosello, Federica, Autorità di Sistema Portuale del Mare Adriatico Settentrionale (Italy) Burighel, Micol, Amapola (Italy) Colle, Matteo, Gruppo CAP (Italy) Conti, Emilio, Amapola (Italy) Martello, Stefano, Comm to Action (Italy) Marzetta, Alberto, Amapola (Italy) Milan, Gloria, ICDLAB Sostenibilità e Comunicazione (Italy) Parigi, Riccardo, MUST S.r.l. (Italy) Persico, Maria Grazia, MGP&Partners and NSA S.r.l. (Italy) Talluri, Marco, Ambientenonsolo (Italy) Introduction and purpose of the study paper are to demonstrate the effectiveness or The recent proposal (October 2022) by Global ineffectiveness of the communication asset in Alliance to include among the 17 SDGs a new sustainability processes by highlighting possible objective involving responsible communication areas of priority for action in the future. attests to the importance of the communication asset in the framework of an overall ecological Results and conclusions transition process. Starting from this assump- Since this is a start-up research at the state it is tion, the research aims to investigate the state of not possible to identify definitive conclusions. the art of environmental communication in Italy These will emerge in the course of the analytical by verifying how much communication contrib-work and will be ready for presentation at the utes to the correct declination of environmental conference in question. sustainability issues. Potential implications for practice and Methodology society To date, it is not yet possible to quantify the sam-Understanding the state of the art of communi- ple, which will be communicated in the study. cative presence in the organizational chart and The subject of the research will be small and decision-making of organizations allows for medium-sized enterprises, large companies and more precise identification of vulnerable areas public institutions. To evaluate the outcome of allowing future research to focus analytical ef- the actions, an ex ante closed-ended test will forts on the most needful spaces of intervention be administered to take a snapshot of the pres-by modulating corrective actions more quick- ent, which will be repeated ex post to measure ly and operational y. All this against a deci- improvement deviations. The objectives of the sion-making delay that in the Italian landscape 3 AbstrActs 176 is already evident and inescapable. In addition, Literature Review a more exact knowledge of the existing situation G. Bologna, Manuale del a sostenibilità, Edizioni can allow a more effective accreditation of com-Ambiente, 2009. Corporate Reporting Forum, munication not only with respect to the purpose Creazione di valore e Sustainable Business of sustainability but also as a daily practice of Model. Approccio strategico al a sostenibilità, dialogue with the public and reporting on the 2020. actions put in place. S. Martello, S. Vazzoler (a cura di), Libro Bianco Keywords sul a comunicazione ambientale, Pacini Edi- tore, 2020. Multidisciplinarity: communication involves an exact knowledge of the various organizational ar-S. Martello, S. Vazzoler (a cura di), L’anello Man-eas that it has a duty to represent and narrate. cante. La comunicazione ambientale al a pro- A communicator is a professional with a neces- va del a transizione ecologica, Pacini Editore, sarily multidisciplinary skill set to be calibrated 2022. according to the priorities indicated. E. Sasson (a cura di), Per un capitalismo inclu- sivo, Harvard Business Review, 2022. Complexity: the frame of reference is highly complex in terms of the number of interlocutors, interconnected issues and, from a communicative point of view, the adoption of numerous gram-mars with respect to a single purpose. Therefore, it is important to always remember complexity as a variable in any communication intervention regardless of the nature and purpose of the organization implementing it. Responsible communication: communication is 50% information and 50% persuasion; ensuring this balance in any communicative process protects the quality of the process itself by mitigating the risk of greenwashing and imposing on each communicator deontological and operational responsibility in the choice of tools, tone of language and substance of information released external y. Uniqueness: every communicative process is a unique and non-replicable process. While this assumption implies a difficulty in comparing experiences, it ful y justifies an increasingly responsible approach calibrated over the medium to long term, to the benefit of isolated actions that are not continuous over time. 3 AbstrActs 177 Legitimatization of gas in the hydrogen discourse in Australia Weder, Franzisca, The University of Queensland (Australia) Watt, Ned, The University of Queensland (Australia) Burdon, Jasmine, The University of Queensland (Australia) Singh, Shreya, The University of Queensland (Australia) Lee, Kumchong, The University of Queensland (Australia) Courtois, Cedric, The University of Queensland (Australia) Ashworth, Peta, The University of Queensland (Australia) Introduction / purpose: sition in conventional and future energy markets. The paper examines how hydrogen is represent- This requires specific communication strategies ed in international, national and social media in and new forms of Sustainability-PR, aiming at Australia and how the hydrogen story not only re-framing a fossil energy source and position- travels from industry to the media, but much ing gas and the existing infrastructure (pipelines more how it is also communicatively used by the etc.) as inevitable in the transition process from gas industry to get the social license for keeping grey (gas based) to green hydrogen and the gen-a fossil fuel legitimate. eral expansion of hydrogen production. Background The biggest challenge from a Public Relations perspective: The introduction of a new, rath- The use of renewable energies is rapidly expand- er complex technology creates either a lack of ing on a global scale. The climate crisis and current political situation in Europe has accelerated interest and understanding or a public contro-the development and introduction of innovative versy, not only on a community level (NIM- technologies. Hydrogen is one such innovation, BY-phenomenon), but also on a larger scale in that has the potential to respond to the increas-environmental discourses, where gas is often ing possibility of energy security, especial y in perceived as the new coal. First endeavors of countries that are dependent on imported gas the gas industry to ‘greenify’ gas by labeling it and with prevailing challenges of rising energy as “natural gas” or even “sustainable gas” led to costs and fear of blackouts. On the other side of greenwashing accusations, mistrust and gener-the globe, countries like Australia are aiming for al skepticism on sustainability communication. global leadership in the export of renewable en- The question arises: What is the communication ergy; here, hydrogen is debated as the technol- and legitimization potential for the gas industry ogy of the future, green hydrogen as the way to producing and delivering a ‘fossil fuel’ in the sus-transform renewable energy like wind and solar tainability discourse? How does the gas industry into a form of energy that is not only easier to keep / get their license to operate? And what role transport but also easier to store. In this situa-does hydrogen play in getting the social license tion, the gas industry seeks to preserve their po-to operate? 3 AbstrActs 178 Literature Review on existing conceptual work on framing renew- The role of the gas industry in times of an able energy (Rochyadi-Reetz et al., 2019) and emerging energy crisis and in the light of climate with specific framing concepts that are tested in change is critical. Existing literature predomi-energy and sustainability communication (Snow nantly explores the introduction of new energy & Benford, 2000; Weder, 2021; Benighaus & Ble-technologies and related information strategies icher, 2018; Ganowski et al., 2018; Luederitz et al., 2016), and existing literature from the area from either an energy management, develop-of strategic sustainability communication (Wed- ment and policy or public acceptance perspec- er et al., 2021; Guske et al., 2019; Berg-Hukki- tive (i.e., Lee et al., 2022; Batel / Devine-Wright, nen, 2011), we created a framework for three 2015; Emodi et al., 2021; Bharadwaj et al., 2023; legitimization strategies that are key for Sustain-Schmidt & Donsbach, 2016; Djerf-Pierre et al., ability-PR: (1) the narrative of growth and gain 2015). From a communication perspective, pre- (green economy narrative, eco-efficient growth, vious media content analyses also focus mainly prognostic, solution focused), (2) the narrative on renewable energy and their representation of de-growth and loss (diagnostic, problem fo- in the media (Rochyadi-Reetz et al., 2019; Kim cused) and (3) the narrative of post-growth et al., 2014; Hindmarsh, 2014; Devine-Wright, (mobilization, critique, telling a story about the 2011, Wright & Reid, 2011). The research shows future). that in many countries the development of re- newable energy sources is controversial y de- For the combined quantitative and qualitative bated, especial y regarding infrastructural, ecomedia content-analysis, the first set of data from nomic, social and environmental aspects and Australian media outlets was collected with a times of crisis (Vespa et al., 2022; Dehler-Hol- google domain search for the last 5 years (2017- land et al., 2021). 2022; wide array of search terms), which was then filtered for relevance (natural gas and hy- Analyzing the hydrogen discourse in tradition- drogen) and scraped from the original sources al media formats like newspapers or magazines (250 characters or more). We topic modelled to on the one hand and the resonance of the topics the sample of articles (N= 9,253) to distinguish discussed on social media helps to reconstruct themes in the discourse, this was followed by a the hydrogen related debate and to explore the qualitative analysis of a randomized sample of N way gas is talked about in relation to the new = 900 articles, answering not only the question technology. An analysis of the framing of gas in of how much the hydrogen story has established the hydrogen discourse as well as sustainability on the media agenda within the past 5 years, related narratives in this discourse has not yet but also how this story is told. The articles were been undertaken , thus the study at hand has picked proportional from the topics, and a frame been conceptualized. analysis (manual coding / 3 coders) was applied. Twitter data consisted of Tweets mentioning the word “hydrogen” from a list of 181 accounts con- Methodology sidered influential in hydrogen-related Twitter This study is not just centred on the topics, but discourse. Using the DATA (DMRC Academic also the framing of an issue by politicians, the Twitter Archive) collector (Vodden, 2022), N= industry, specific key players and scientists. 2.4 million tweets and retweets were collected. Therefore, the study at hand examines how tra- The analysis of social media data is currently in ditional and social media cover gas as a critical progress, preliminary findings will be provided energy resource, related specifical y to hydrogen at the conference in addition to the detailed as a new form of energy and storage. Building up analysis of the (traditional) media discourse. 3 AbstrActs 179 Results and conclusions Practical, social and research implica- The dominant topics in which gas (and its po- tions tential as future energy source) is debated in Exploring both the hydrogen and gas as an en- Australia are financial and economic aspects ergy source discourse, offers possible insights (export), policy development and in particular into the existing (and missing) communication geopolitics as well as agricultural aspects in the strategies of an industry which is still focused production of biofuels from a broader perspec-on their “product” (gas). Industry is trying to tive. However, the deep dive with a qualitative reframe a fossil fuel as “natural” or “renewable”, analysis of the media coverage shows that while which it is not. Thus, the study not only points the economic benefits of hydrogen were framed to problems of miscommunication but also as potential, hydrogen is highly politicized, and highlights a gap in communication opportuni-we found a relatively small number of environ- ties from a Sustainability-PR. Local stories and mental and technology frames, and if so, they engagement and an energy security perspective were mainly related to the impact of the Glasgow is missed within the current ways (and lack) of Climate Change Conference in 2021. communication, i.e., bringing in an energy se- curity frame. The practical implications of the The narrative of growth and a prognostic per- study thus are, that in the future, energy policy spective on the future is dominant, hydrogen is activities and the gas industry in particular need seen as a solution for existing problems, while to get their social license to operate by commu- the gas industry was discussed predominantly nicating an “outgoing” energy resource as facil- in line with the story of degradation of environ-itator and “backup” in times of uncertainty and ment – if it even played a role. This is supported crisis, which will be further discussed at the end by the finding that the environment frame was of the paper/presentation as well as future re- not seen as important in a prognostic, future and search potential. growth perspective. Keywords The study at hand shows that hydrogen technol- ogies are still emergent and communicated very Framing, narrative, storytel ing hydrogen, renew-vaguely; arguments around the potential of hy- able energy, future fuel, SLO drogen to store (surplus) energy and thus, the interplay of gas, hydrogen and renewable ener- gy sources are not communicated specifical y as well as only common sense-statements around export or future potential for net-zero strategies are given, which are less likely to engage stakeholder and motivate action. Thus, the study at hand explores the missed potential from a Sus- tainability-PR perspective, in creating a story of gas as source and facilitator of energy tran- sition processes to all renewables. There is also a lack of motivational storytelling and scenarios of how this role of the gas industry in transition processes could look like. 3 AbstrActs 180 Redesigning public relations beyond sustainability: Discursive entrepreneurs, deep adaptation, and hyper-reflexivity Willis, Paul, University of Huddersfield and Leeds Beckett University (UK) McKie, David, University of Waikato (New Zealand) Introduction demonstrates how institutions inherited from This paper considers the design, methods, and the preceding Holocene period have a patholog- roles of public relations in a context that has alical path dependency that favours ecological y ready gone beyond sustainability. Building on destructive outcomes and that thwarts attempts converging disciplinary and interdisciplinary to confront the planetary problems while pur-research that acknowledges the present Anthro- porting to solve them. To better respond, the pocene age as an evolving epoch of potential y authors advocate for an ecological reflexivity catastrophic changes, it contends both that es- requiring “the incorporation into human insti- caping escalating risks will take more than earth tutions of better ways to listen to ecological sys-summits, geoengineering, and technological tems” with the hope that responding to signals fixes, and that a different kind of public relations from the Earth system will generate the foresight is required to confront the profound, human-in- “to anticipate potential y catastrophic changes in duced instability that stalks the Anthropocene. the system” (p. 18). Answering the research question “How to en- gage more effectively with the current and com- Scanning an organisation’s environment and ing challenges of the Anthropocene”, the authors listening to stakeholders is core public relations frame ways forward around three clusters of business. However, path dependency il ustrates concepts and practices. how the state and market – given their preoccu- pation with material growth and perception of the natural world as primarily a resource – sys- Literature tematical y frustrate attempts to check planetary Anthropocene literature fractures conventional degradation. As a management discipline public distinctions between humanity and nature and relations plays an important role in the corpo- generates questions about dealing with our det- rate capture of climate agendas and contributes rimental impact as a species that also threatens to how information about the condition of the our own life support systems. This paper reviews natural world is repressed by feedback systems; perspectives from philosophy, politics, and sci- how ecological concerns are subjugated; how ence to evaluate their implications for public status quo narratives are promoted; and how relations. Dryzek and Pickering’s (2019) book the non-human world continues to be exploited. 3 AbstrActs 181 Despite globalised rhetoric associated with sus- Implications tainable development and business movements Ecological reflexivity also requires rethinking promoting ESG (Environment, Social and Cor- the core values and practices underpinning porate Governance), the character of this dilem- public relations. This will involve focussing on ma does not change: “sustainable development non-human stakeholders, listening to, and de- is a lie. It has been a successful one because it veloping, empathy for nature as well as cultivat-helps middle class professionals earn salaries ing the ability to adapt rapidly on mitigation. while pretending that’s for them caring about the There is potential to add this thinking to existing world” (Bendal , 2023). public relations scholarship on Climate Change Denial (e.g., Almiron & Xifra, 2021; Munshi & To avoid following pathological pathways, the Kurian, 2020) and activist PR, and to synthe- authors propose three ways forward for public sise it with compatible works (e.g., Complexity relations: discursive entrepreneurship (to extend Science-Inspired approaches, the Stakeholder listening capabilities to “hear” signals from earth Environment as a Commons, and Wicked Prob-system scientists and the natural world) and to lems), but the field urgently needs to undertake shape a formative sphere for more Anthropo-the radical work and research required. cene-appropriate responses; deep adaptation (to foreground the role of intermediaries and devel- The findings generated by this study have been op dynamic strategies aligning with geological used to inform the development of a new sus- time scales and post-anthropocentric thinking); tainability communication programme to be and an expanded hyper-reflexivity (to respond delivered to experienced communication prac- to signals from the earth itself and expand em- titioners on behalf of the Chartered Institute of pathy to include humans, non-humans and in-Public Relations in the United Kingdom. The animate objects). module seeks to answer the question how do you listen to nature? Methodology Drawn from, and interpreting, interdisciplinary Keywords research and contemporary issues, this concep- Adaptation, Anthropocene, listening, non-human tual paper aims to communicate, contribute to, stakeholders. and stimulate Anthropocene-informed debates in public relations. References Conclusions Bendel , J. (2023). Can you escape sustainable development. Downloaded, 29 January, from Public relations in the Anthropocene must en- https://jembendel .com/ gage in its own process of deep adaptation. Specifics include developing its capacity to lis-Dryzek, J. S., & Pickering, J. (2019). The politics ten to feedback from natural systems and oth-of the Anthropocene. Oxford, UK: University of er non-humans; and extending environmental Oxford Press. scanning beyond the issues generated by hu- Laine, M. (2010), The nature of nature as a stake-mans in order to broaden stakeholder theory holder. Journal of Business Ethics, 96 (S1): 73-to reconsider the character of nature as a stake-78. holder and how to best engage with it (Laine, 2010). 3 AbstrActs 182 Exploring the Public Engagement in Missing People on Social Media Platform - Douyin Xunren as An Example Wu, Shih Chia, The Chinese University of Hong Kong (Hong Kong, S.A.R. China) Liu, Xueyi, The Chinese University of Hong Kong (Hong Kong, S.A.R. China) Kuo, Man Ying, The Chinese University of Hong Kong (Hong Kong, S.A.R. China) Chan, Ziang, The Chinese University of Hong Kong (Hong Kong, S.A.R. China) Introduction and purpose of study Literature review Corporate social responsibility (CSR) means According to Moran, Muzellec & Johnson that firms need to uphold ethical standards in (2020), call-to-actions (CTA) can effectively in-their activities and consider their impact on crease social media engagement by increasing stakeholders and societies (Sarkar & Searcy, clicks, likes, or shares. The same could also apply 2016). The widespread use of the internet has to missing person appeals on social media. Soly- opened a myriad of new opportunities for firms mosi, Petcu & Wilkinson (2020) explored the wishing to achieve greater effectiveness in CSR public engagement with missing person appeals and communication. Social media with unri- on Twitter and discovered that tweets which valled connectivity has become an increasingly included a call-to-action ultimately resulted in popular channel. In 2016, ByteDance, a Chi-higher engagement. nese internet technology company, launched its CSR initiative “Douyin Xunren” campaign on its Solymosi, Petcu & Wilkinson (2020) who ex- Douyin platform, a destination for short-form amined public engagement with missing person mobile videos. “Douyin Xunren” aimed to assist appeals on Twitter discovered that tweets with missing people search across Mainland China. multiple photos induce higher engagement than Contrary to traditional ways of searching, such those with only a single image and those with- as asking around and posting notices, short vid- out. eos are used in Douyin platform as the carrier to spread information about missing persons and Storytelling is defined as facts expressed through mobilize users to look for them. emotions that heighten engagement and the de- sire to act (Dickman, 2003). Numerous studies The study aims to explore how the content fea- have established storytelling as a useful tool in tures of videos on “Douyin Xuren” affect public increasing customer engagement by evoking engagement and whether findings from research emotions and enhancing persuasiveness (Gor- about Western social media (i.e., Twitter) can be ry & Westbrook, 2011). Robiady, Windasari & applied to Chinese social media (i.e. Douyin). Nita (2021) further explored this concept in the 3 AbstrActs 183 online non-profit crowdfunding setting and un- provide public with more detailed information covered that storytelling had a significant pos- that resonates with them emotional y, thus en- itive effect on both customer engagement and couraging them to take action to help return donation achievements. missing people to their families. Methodology Practical and theoretical implications A content analysis was conducted on the vid- Enriching the study of CTA efficiency, the eos from the Douyin Xunren platform. Top 100 findings show when conducting online CSR video samples, published between 2021 and campaigns about missing person appeals, indi-2022, were selected according to the popularity viduals and social media platforms may adopt (total number of likes). Among these samples, multi-sensory CTAs to stimulate the public’s 92 videos promoting missing people were valid perceptual and emotional bonding to moti- samples and 8 invalid ones with unrelated top- vate engagement. A high variety of character- ics were excluded. The videos were evaluated in istic images provide viewers with more direct three attributes: CTA (a combination of verbal and explicit information, which could lead to and written forms), variability images (number a comprehensive understanding and proactive of images with a minimum of 0 and a maximum engagement. It concludes that CSR content on of 10) and storytelling (covering different sto- short-video platforms like Douyin should fit rytelling elements, incl. title, type, context, sto-the platform tonality of visual stimulation. The ryline, scenes, characters, style, content, signifi-research also shows that complete and informa- cance, and inclusion). Public engagement refers tive storytelling in online CSR communication to the sum of the number of likes, comments gets viewers’ attention and engages viewers with and forwards for each video. Data analysis was a deeper emotional resonance. Therefore, it is carried out using SPSS to assess the relationship recommended that individuals and social media between the variables. platforms may consider enhancing the integra- tion of storytelling in CSR video content to con-Results and conclusion nect with the public. Statistical y, there was a significant correla- tion between CTA and audience engagement Compared to missing person appeals on Twitter, (r=0.486, p <0.017), and no significant difference Douyin Xuren also addresses perceived senti-was shown in the participation of different types ment of viewers; this study dived into more con-of CTA. Variability images were also positively tent features including CTAs, photos and sto- correlated with audience engagement (r=0.531, rytelling that contribute to engagement results, p<0.001), with 40% of the videos in the sample which goes beyond the findings on Twitter. Fu-contained at least two quality portraits. These ture studies can be expanded to more social con- suggest that the more videos that contain recog- tent formats or to validate whether higher public nizable images, the higher the engagement of engagement in online CSR campaigns of miss- the audience. When examining the relationship ing people appeals may bring higher efficiency between storytelling and audience engagement, to successful searching. the search videos with storytelling generated high level of engagement (r=0.596, p<0.002), Keywords indicating the positive impact of storytelling on CSR, engagement, missing people, social media public engagement. Overal , all three attributes platform, Douyin Xunren 3 AbstrActs 184 References Robiady, N., Windasari, N., & Nita, A. (2021). Customer engagement in online social crowd- funding: The influence of storytelling tech- nique on donation performance. International Journal of Research in Marketing, 38(2), 492- 500. Solymosi, Petcu & Wilkinson. (2021). Exploring public engagement with missing person appeals on Twitter, Policing and Society, 31:7, 798-821, DOI: 10.1080 / 10439463.2020.1782409 3 AbstrActs 185 Consequences of Unfulfilled International Commitments to Sustainability Yeo, SunHa, University of Oklahoma (USA) Lee, Hyelim, University of Oklahoma (USA) Hollenczer, James, University of Oklahoma (USA) Kim, Soo Yun, University of Texas – Rio Grande Valley (USA) Ko, Sungan, Ulsan National Institute of Science and Technology (Republic of Korea) Purpose macy. In 2015, 193 Member States of the United Na- STOPS hypothesizes that individuals’ problem tions adopted a New Sustainable Development recognition, constraint recognition, and in- Agenda (NSDA) to end poverty by 2030 and volvement determine their communication be- pursue a sustainable future. However, reports havior (Kim & Grunig, 2011) Notably, problem have shown that prosperous countries put less recognition examines the gap between what we effort into sustainability than developing coun-expect and what we experience. tries (Gil , 2021). This study applies the situational theory of problem solving (STOPS) to In addition, this study includes exposure to en- discern what kinds of adverse situations coun- vironmental education as a leading variable of tries will encounter if they violate global publics’ referent criteria, an antecedent in the STOPS expectations. model. Educated publics tend to detect prob- lems faster and more sensitively (Dewey, 1916). Literature Review Hypotheses Organizations choose social y preferable values to serve as behavioral guidelines and the core el-H1: The bigger the expectation disconfirmation ements of their identities. These values also con-regarding NSDA (problem recognition), the tribute to public schemas used to identify orga- higher the situational motivation in problem nizations (Grunig, 1993). Advocated attractive solving. values are a part of symbolic activities which do H2: The higher the constraint recognition re-not entail significant benefits for organizations garding NSDA, the lower the situational moti- (Grunig, 1993; Grunig et al., 2002). Further, orvation in problem solving. ganizations risk adverse consequences without H3: The higher the involvement recognition re- behavioral activities to support symbolic val- garding NSDA, the higher the situational mo- ue-making (Grunig, 1993). To publics, the dis- tivation in problem solving. parity between expectation (symbolic activity) H4: The higher the situational motivation in and experience (behavioral activity) diminishes problem solving, the higher the communica- organizational credibility, attraction and legititive action. 3 AbstrActs 186 H5: The more exposed to pro-environmental ed- Keywords ucation, the higher the presence of a referent STOPS, New Sustainable Development Agenda, criterion. environmental education H6: The higher the presence of a referent criteri-on, the higher the communicative action. Reference Methodology Dewey, J. (1916). Democracy and education: An introduction to the philosophy of education. Through online surveys with Americans, this New York: MacMil an study will compare countries that have exhibit- ed sustainable behavior and countries that have Gil , V. (2021, June, 11). Poorer nations ‘more fo-shown no change from 2012-2019. Participants cused on sustainability’. BBC. https://www.bbc. will complete a questionnaire measuring the com/news/science-environment-57432580 level of expectation disconfirmation, constraint Grunig, J. E. (1993). Image and substance: From recognition, involvement recognition, exposure symbolic to behavioral relationships. Public to environmental education, and communica-Relations Review, 19(2), 121-139. https://doi. tion behavior. org/10.1016/0363-8111(93)90003-U Grunig, L. A., Grunig, J. E., & Dozier, D. M. Results (2002). Excel ent public relations and effective People are expected to show more positive organizations: A study of communication man- communication actions toward faithful coun- agement in three countries. Mahwah, NJ: Erl-tries and adverse reactions toward unfaithful baum. countries. However, the intensity of praise and Kim, J.-N. & Grunig, J.E. (2011). Problem Solv-criticism will differ depending on the individu- ing and Communicative Action: A Situational al’s educational level and situational settings. A Theory of Problem Solving. Journal of Commu-limitation of the study would be conducting the nication, 61, 120-149. https://doi.org/10.1111/ survey only in the U.S., where most educational j.1460-2466.2010.01529.x institutes teach the importance of sustainability. Future research should compare countries that heavily emphasize the importance of sustain- ability with those that do not. Implications Theoretical y, STOPS will be transposed to a geopolitical setting; ‘education’ will be explored as a possible antecedent. Practical y, countries will be aware of the risk associated with unre-quited symbolic activity. 3 AbstrActs 187 Figure: Research Model Problem Recognition ( Expectation Disconfirmation H1 of Sustainability Value) H2 Situational Motivation in Constrain Recognition Communicative Action Problem-Solving H4 Involvement Recognition H3 H6 Exposure to H5 Pro-environmental Reference Criterion Education 3 AbstrActs 188 Words Matter: The Consequences of Supervisor Verbal Aggressiveness on Workplace Culture, Employee- Organization Relationships, and Employee Behavior Yue, Cen April, University of Connecticut (USA) Qin, Yufan Sunny, James Madison University (USA) Men, Linjuan Rita, University of Florida (USA) Introduction and purpose of the study examine the harmful effects of supervisor ver- Effective communication with internal stake- bal aggressiveness on the emotional culture of a holders is crucial for organizations and leaders team, the quality of the employee-organization amidst the rising trend of “quiet quitting” and relationship, and ultimately, employees’ counterthe Great Resignation. Research has shown that productive work behaviors. managers who lack effective communication and trust-building skil s are more likely to have Literature review disengaged employees who engage in deviant Bul ying and verbal abuse are unfortunately behaviors. According to Zenger and Folkman prevalent in the workplace. According to re- (2022), managers who are least effective have search, 30% of American workers have report- three to four times as many employees who par- ed being directly bullied, and 49% have either ticipate in “quiet quitting.” This lack of motiva-experienced bul ying or witnessed it in their tion and deviant behavior has been attributed to workplace (Namie, 2021). Such bul ying is of-inappropriate and abusive supervision by man- ten enacted through communication exchanges, agers (Tepper et al., 2008). This study examines with the majority of instances being initiated by the impact of negative communication behavior supervisors targeting subordinates. In this study, by managers and argues that employees’ coun-we focus on the use of verbal aggressiveness by terproductive work behavior is partly a result of supervisors, which encompasses name-calling, their managers’ use of verbal aggression. the use of vulgar and demeaning language, gas- While scholars have shed light on the impor- lighting, and making threats (Infante & Rancer, tance of exemplary internal communication and 1996). It is important to distinguish verbal ag-its role in promoting positive employee behav- gressiveness from a lack of exemplary commu- iors (Jiang & Men, 2017; Kang & Sung, 2017), nication, as it represents a distinct behavior that limited attention has been given to the negative embodies the opposite of effective communica-impact of destructive internal communication. tion. To address this gap, the current study aims to 3 AbstrActs 189 This study examines the relationship between behaviors. supervisor verbal aggressiveness and subordi- nates’ counterproductive work behavior, which Our study advances the existing literature on is defined as intentional behavior that is con- leadership communication by emphasizing the trary to the organization’s interests (Gruys & destructive impact of the dark side of leadership Sackett, 2003). Additional y, the study aims to communication. By highlighting the negative unravel the underlying process that drives this emotional culture and employee counterpro- relationship by examining the connection be- ductive work behavior as direct consequences tween supervisors’ verbal aggressiveness, the of supervisor verbal aggressiveness, our research negative emotional culture within teams, and expands the current theoretical understanding decreased quality of the employee-organization of verbal aggressiveness in the workplace. relationship. By investigating the detrimental effects of supervisor verbal aggressiveness on cul-A key limitation of our study is that the data were ture, relationships, and employee behavior, this collected only at a single point in time, which study highlights the need for organizations to hinders our ability to establish causality between take proactive measures to address this form of the variables being examined. In order to further leadership communication behavior. explore the causal relationships, future research could consider conducting field experiments Methodology and collecting data over a longer period to establish a clear causal sequence among the variables. To test the proposed hypotheses, we conducted an online survey through Qualtrics. Our sample Practical and social implications was selected through quota sampling to ensure that the demographics of the participants (e.g., The findings of this study have important impli-gender, age, race, ethnicity) were representative cations for the profession. It is crucial for super-of the general population as per the U.S. Cen- visors to be mindful of the impact of their com- sus. Participants were required to be full-time munication style on their subordinates and team culture. They must be cautious in avoiding the U.S. workers employed in medium and large- use of verbal aggressiveness and should strive sized organizations. Our final sample consisted to communicate in a respectful and profession- of 392 cases. The average age of participants was al manner. To this end, leadership development 46 years old, with women making up 51.8% of programs should place a strong emphasis on the participants. teaching effective communication skil s, includ- ing empathy, argumentation, and communica- Results and conclusions tion competence (Avtgis & Chory, 2010). In ad-Findings revealed that supervisor verbal aggres- dition, organizations should consider including siveness predicts employees’ counterproductive assessments of verbal aggressiveness as part of work behaviors. Moreover, verbal aggressiveness supervisors’ performance evaluations. contributes to the formation of a negative team culture which in turn fuels employees’ deviant Keywords behaviors. However, we did not find any evi- verbal aggressiveness, leadership communica- dence of a negative relationship between verbal tion, employee-organization relationship, culture, aggressiveness and decreased employee-orga-counterproductive work behavior nization relationship quality, nor between re- lationship quality and counterproductive work 3 AbstrActs 190 Constructing what is the right thing to do: Framing the political responsibility of Fifa sponsors in Qatar World Cup 2022 Zhao, Hui, Lund University (Sweden) Wang, Yijing, Erasmus University Rotterdam (The Netherlands) Introduction tent analysis to analyze 293 international news The corporate sociopolitical advocacy (CSA) coverages related to two Qatar World Cup 2022 phenomenon has become increasingly common human rights issues: working conditions of mi- in contemporary society. It is partial y driven grant workers and LGBTQ rights. by the public demanding corporations to take a stance on controversial political and social is-Originality sues. Although aligning with the public’s interest, This study contributes to the literature by (1) when a company commits to CSA, its demon-demonstrating the construction of corporations’ stration of support for or opposition to one side political responsibility on two human rights is-of a controversial sociopolitical issue has the risk sues and comparing them; (2) exploring the of alienating certain stakeholder groups. Thus, news media’s role in constructing the political corporations often face the dilemma of what is responsibility of corporations to engage in social the right thing to do. political issues. Literature review Practical and social implications In communication literature, most research fo- The findings of this study provide guidelines cused on understanding the impact of CSA on for communication managers on determining a corporate constituents. Only a few studies exam- proper CSA strategy towards a controversial is- ined how the public pressure corporations to en- sue intensified in public debate. gage in CSA. To fill this gap, this study advances the knowledge of CSA by examining the role of Keywords media in constructing corporations’ political responsibility in sociopolitical issues. corporate sociopolitical advocacy, political issues, news media, human rights, corporate communication Methodology Qatar World Cup 2022 human rights contro- versy was chosen as a case. Informed by fram- ing theory, the study employs qualitative con- 3 AbstrActs 191 How are corporate sustainability activities reflected in the evaluation of companies’ media appearance? Milić, Patricia, University of Ljubljana (Slovenia) Žabkar, Vesna, University of Ljubljana (Slovenia) Čater Barbara, University of Ljubljana (Slovenia) Čater, Tomaž, University of Ljubljana (Slovenia) Introduction and purpose of the study Literature review Despite the considerable volume of publications Sustainability activities on sustainability, the literature is fragmented, To be successful in corporate sustainability, the studies are primarily focusing on self-reported managers should first examine various sustain- methods or literature reviews and either on so- ability activities and integrate them into a co- cial, environmental or governance dimension of herent strategy. However, the literature on such activities is unsystematic and scattered and to sustainability and hence omitting the interrelat-develop ©TPI, an extensive literature review was edness of dimensions. A few studies examined conducted to identify the activities (Čater, Čater, CSR-related media content and none of them Milić & Žabkar, in press). used clipping data to complement the self-re- ported data in the context of measuring corpo- Media appearances rate sustainability (Lee & Carrol , 2011). To help Frequency of media appearances and the tone reduce some of the gaps, we present a framework (positive / negative / neutral) of media content for measuring corporate sustainability grounded have effects on firm’s reputation. Also, media in ESG framework (Sustainability Business Index appearances may influence firm’s strategies and – ©TPI) and we question whether the self-report- engagement in various sustainability activities ed results on corporate sustainability activities are since, larger media coverage (positive or negative) facilitates voluntary participation in vari-also reflected in sustainability-related media ap-ous sustainability activities (Barbeito-Caamaño pearances. & Chalmeta, 2020; Gan, 2006). The research questions we focus on are: (1) Is Methodology ©TPI score related to sustainability-related me- dia appearances; and (2) Do companies that Our study is twofold. Data about sustainability activities was collected with two questionnaires score high on ©TPI have more favorable sus-between December 2021 and February 2022 tainability-related media appearances? from employees responsible for ESG in medi- um or large companies in a CEE country: 91 firms responded to the environmental and gov- 3 AbstrActs 192 ernance dimensions (7.6% response rate) and valence media appearances. Also, TPI_E is sig- 130 to the social dimension (10.6% response rate) nificantly related to media content containing of the ©TPI questionnaire. Three dimensions environmental keywords. The finding suggests of sustainability index were determined: social that the firms’ efforts to protect natural environ- (TPI_S), environmental (TPI_E) and gover- ment are praised by the media. Conversely, the nance (TPI_G). non-significant results between TPI_G and me- dia reach are somewhat surprising and further We used one-year media clipping data (year analysis is needed to better understand it. 2021, Kliping) from a sample of 170 medium and large companies from all major media in Practical and social implications the country, containing keywords related to the three dimensions (87 keywords). Each media The developed ©TPI can be applied to medium publication was examined and evaluated either and large companies in any industry. With the as positive, negative, or neutral. As weights, data combination of self-reported and clipping data, on media reach was used. Sustainability scores ©TPI holistical y measures firm’s sustainabili- on each dimension were compared to each com- ty performance. Consequently, it can become pany’s ©TPI questionnaire score. a cornerstone measure of sustainability perfor- mance in the CEE region and beyond. Results and conclusions Keywords Correlations between ©TPI dimensions and Corporate sustainability, sustainability index, clipping data show a positive relationship be-clipping, measuring sustainability tween TPI_S and media valence; companies which perform well in social y responsible ac- tivities play an important role in the community References and that is reflected in the media appearances. Barbeito-Caamaño, A., & Chalmeta, R. (2020). Interestingly, there is a positive correlation be-Using big data to evaluate corporate social re- tween TPI_S and negative media valence, which sponsibility and sustainable development prac- may infer that companies’ efforts relating to vatices. Corporate Social Responsibility and Envi-riety of stakeholders are heavily scrutinized by ronmental Management, 27(6), 2831–2848. the media. Further analysis is needed to look for Čater, T., Čater B., Milić, P., Žabkar, V. (in press). differences between firms’ size and industry for Drivers of corporate environmental and social more insightful findings and discussion. A pos- responsibility practices: A comparison of two itive relationship was found between TPI_S and moderated mediation models. Journal of Busi- firms’ media appearances in content contain- ness Research. ing social or governance related keywords. This finding is somewhat expected since firms which Gan, A. (2006). The Impact of Public Scrutiny are more involved with social y responsible ac- on Corporate Philanthropy. Journal of Business tivities are expected to receive more media at-Ethics, 69(3), 217–236. tention. Lee, S. Y., & Carrol , C. E. (2011). The Emergence, Variation, and Evolution of Corporate Correlation analysis between environmental Social Responsibility in the Public Sphere, (TPI_E) and governance (TPI_G) dimensions 1980–2004: The Exposure of Firms to Pub- and clipping data shows a significant and pos- lic Debate. Journal of Business Ethics, 104(1), itive relationship between TPI_E and positive 115–131. 4 PaPers 193 Towards a better future: An assessment of sustainability practices in the aviation sector from the perspective of public relations Çiçek, Meltem, Istanbul Maltepe University Vocational School (Turkey) Introduction agement approach, namely management, based With the sustainability approach, which is also on communication, focused on the social and expressed as maintaining the existence, func- psychological needs of individuals (İngeç, 2021: tions and productivity of ecological systems in 331, 332). the global context, brands have initiated many studies in order to fulfill their social social re-Public relations is a field that manages the com-sponsibility duties. Public relations and corpomunication process carried out in line with the rate communication plans are used to publicize rules determined in order to ensure information these efforts and create awareness of sustain- flow, motivation, integration, evaluation, trainability by raising public awareness. In addition, ing, decision-making and control in the realiza-brand reputation is also managed through these tion of the goals of the organization. Sustainabili-practices. Brands develop strategies that increase ty communication is a communication approach rational benefit by appealing to the minds and used to manage relations between stakehold- hearts of consumers with an understanding of ers in order to create awareness and behavior- sustainability. al change regarding environmental, social and economic sustainability (Özgen, 2022:e3). The The task of Public Relations is to establish a pos-support and participation of all stakeholders is itive dialog with the target audience and poten-also important for the success of PR profession- tial customers and to create a positive image. It als’ sustainability communication efforts. Susis a necessity to create the image and corporate tainability communication plays an active role identity of the organization, to promote the val-in the adoption of corporate sustainability projues of the organization and the organization ects by internal and external stakeholders as well (Yavuz, 2016:334). Ingeç, (2021); according to as in the formation of a sustainability-oriented Rex F. Harlow’s comprehensive definition of corporate culture (Akbayır, 2019). A harmony of public relations in 1976, “Public relations is a Corporate Social Responsibility (CSR), Diversi-unique management function that helps to estab-ty, Equity and Inclusivity (DEI), Environmental, lish and maintain the process of mutual commu-Social, Governance (ESG) is crucial for the re- nication, acceptance, understanding and cooper-alization of these goals in businesses. IFC stanation between an organization and its publics.” dards for international financing also encourage Public Relations should adopt an inclusive man-companies to develop sustainability-centered 4 PaPers 194 business models. For financial support to be Research questions: given to businesses, the business must first have 1. What are the characteristics of a sustainable some standards. In this context, businesses are airline and airport? expected to fulfill many criteria such as envi- 2. What strategy has the aviation industry ad- ronmental risk management, labor and working opted to reduce its negative impact on the conditions, resource efficiency, prevention of en-environment? vironmental pol ution, public health and safety, 3. What is the relationship between sustainabil-protection of biodiversity, sustainable manage- ity and corporate culture? ment of living natural resources and many other 4. Sustainability and PR relationship in the avi-criteria. In a nutshel , sustainability starts with ation industry the understanding of social social responsibility, which is at the center of Public Relations plan-Data were collected by analyzing the sustain- ning, and emphasizes the right of people to live ability reports and corporate web pages of the in a healthy world both today and in the future. brands in the sample. The data are described and interpreted in the context of sustainability and The aviation sector is one of the most environ-PR activities. mental y damaging sectors global y. In this con- text, it is important to plan sustainability efforts Overview of the Concept of Sustainabil-in the aviation sector. In this study, sustainability ity efforts in the aviation sector are examined in relation to the discipline of Public Relations. Qual-Sustainability is the realization that today’s gen-itative research method was used in the study. erations are responsible for the future. It also In order to understand how the aviation sector means ensuring that economic developments, implements sustainability, case study meth- material resources and values are protected od was used in this study from the perspective and transferred to future generations (Yavuz, of qualitative approach and the collected data 2016:330, 331). In other words, sustainability were analyzed by content analysis. Purposive means meeting today’s needs while consider- (convenience) sampling technique was used to ing tomorrow’s needs (Balay, 2022:839). The determine the sample. Turkish Airlines was pre- prominent features of sustainable economies are ferred for the airline sample and İGA Istanbul the regulation of relations between human and Airport was preferred for the airport sample. nature, ensuring that future generations ben- Turkish Airlines and Istanbul Airport, two lead- efit fairly from the world’s resources, avoiding ing brands in the Turkish aviation industry, were wastefulness in services and products, and pri-selected as the sample because they produce cre- oritizing economic efficiency (Baumgartner and ative projects on sustainability, implement sus- Quaas, 2010). tainability policies consistently, demonstrate the results of their work with concrete data, report After the Industrial Revolution, while business-regularly, and their work has been deemed wor- es focused on growth, environmental damage thy of many international awards. In addition, was ignored. With the awareness of consum- these two brands were also preferred due to their ers, thinking about social transformation and market share in the sector and high number of sustainability has also contributed to corpo- passengers. The answers to the following re- rate image and reputation (Kavoğlu, 2012: 14, search questions were sought in the context of 15). Kotler (2000) states that with this change, the United Nations Sustainability Goals. both marketing practitioners and theoreticians have changed their perspectives in line with this 4 PaPers 195 change in perception. In this context, businesses sonsumption and production, Climate action, need to work with a philosophy that includes so- Life below water, Life on land, Peace, justice and cial social responsibility (Kotler, 2000: 17). strong institutions, Partnerships fort he goals After the Second World War, the concept of Corporate social responsibility activities of busi-sustainability started to be considered due to nesses are also very important for sustainability. concerns about the long-term depletion of the In other words, corporate social responsibility world’s resources. The concept of sustainability, is the economic, social and environmental pro-which came to the fore with the declaration of grams carried out for all stakeholders. Practices the Club of Rome, first drew attention to the im-related to social responsibility and sustainability portance of energy resources and food resourc-concepts are the main responsibility of public es. Many meetings held in the following years relations departments. In this context, all plan-emphasized that the depletion of non-renewable ning should be coordinated by Public Relations energy resources and other natural resources (Hoştut, 2018:103). and environmental pol ution are problems that require international cooperation. The world’s As it is known, the International Finance Corpo- resources are finite and sustainable development ration (IFC), while providing financial support of the physical-chemical-biological environment to businesses, makes evaluations according to is crucial. At its Summit in 2000, the United Na-sustainability studies on issues such as resoırce tions proposed an 8-point “21st Century Goals” efficiency, community, biodiversity, cultural herfor international development. At the 2015 Sum- itage, indigenous people. Coordination with all mit, the 17-point “Sustainable Development stakeholders is also essential in fulfilling the IFC Goals” replaced these recommendations. These criteria based on IFC performance standards in consist of environmental and economic sustain- sustainability studies planned by PR. ability goals as well as social and social sustainable development goals. For the realization of Turkish Civil Aviation and Sustainability these goals, 169 targets were set (Alpman and Approach in Aviation Göğüş, 2017:2). International agreements have started to take action on sustainability and the The Chinese invented the kite around 400 BC. climate crisis. Transformation is essential to pro-Since the kite was the forerunner of balloons and tect the planet. In order for this transformation gliders, it has an important place in the history to be widespread and rapid, all countries need to of aviation. The first successful manned flight at-implement transformative policies in line with tempt was made by Abbas Ibn Firnas of Anda- sustainable development goals (Balay, 2022:838). lusia in 852. Hazerfen Ahmet Çelebi, one of the scientists of the Ottoman Empire, made the first The United Nations Sustainable Development flight attempt in Istanbul in 1630 with wings he Goals consist of 17 articles. Businesses refer to built himself. In 1783, the Montgolfier brothers these articles while making sustainability plan-made the first manned flight with a balloon. The ning with an international approach. These are; first sustainable, control able motorized flight No poverty, Zero hunger, Good healty and well-be-was made in 1903 with the airplane produced ing, Quality education, Gender quality, Clean wa-by the Wright brothers. In 1909, German Count ter and sanitation, Affordable and clean energy, Ferdinand von Zeppelin founded the world’s Decent work and economic growth, Industy, inno-first commercial airline. In Istanbul, Turkey, the vation and infrastructure, Reduced inequalities, first airport was opened in 1912 and the first civil Sustainable cities and communities, Responsible aviation flights were made in 1933 (Ekşi, 2019). 4 PaPers 196 Aviation covers a wide range of areas from the proaches are on the agenda when designing life design, production, use and operation of air- sustainably. These approaches have an import- planes (The Oxford Dictionary, 2014). Airline ant place in the aviation industry as in all sec-transportation contributes to the economies tors. The aviation industry is one of the leading of countries and is also an important sector in sectors that need to develop a sustainable busi- terms of its social, cultural and environmental ness strategy. Since there are negative environ- impacts. Civil Aviation activities are carried out mental impacts in both production and service according to the standards set by international in the aviation industry, steps should be taken to institutions such as the International Civil Avi-reduce them. ation Organization (ICAO), the European Civil Aviation Conference (ECAC), the European Or- Who is Turkish Airlines (THY)? ganization for the Safety of Air Navigation (EU- ROCONTROL) and the European Association Turkish Airlines, THY, started its journey with of Aviation Authorities (JAA) (Oto, 2011:12). 5 airplanes on May 20, 1933 and today it is the airline that flies to the most destinations in the With globalization, the aviation sector connects world. Flying to more than 120 countries and the world at commercial and cultural points and over 300 destinations, THY has won many contributes to the formation of a global vil age. awards. In 2022, the World Class award was giv- However, when the environment is considered, en to seven global airlines, including Turkish it should not be forgotten that the aviation in- Airlines. Turkish Airlines is a member of the dustry is one of the most environmental y dam- Star Alliance and has won many awards such aging sectors. For this reason, efforts are being as Europe’s Best Airline, Europe’s Best Inflight made rapidly on sustainability in aviation and Entertainment System and Best Business Class these efforts are publicized through Public Re- Catering. Star Alliance is the first truly global lations. airline alliance founded in 1997 to provide in- ternational travelers with worldwide access, rec-The U.S. Transportation Research Board ex- ognition and seamless service. Turkish Airlines plained the main environmental impacts of civil also sponsors a wide range of sports including aviation as global climate change, air pol ution, footbal , basketbal , golf, equestrian, and golf, emissions, ecology and natural habitat, noise, and has been the main sponsor of the EuroLe- land and material use, energy and water con- ague, a competition of 18 European sports clubs, sumption, water pol ution and waste (Transpor-since 2000. tation Research Board Environmental Impacts of Aviation Committee 2004, cited in Karasar, About IGA Istanbul Airport 2019:11). Karasar, 2019:11). Istanbul Grand Airport started construction of Airports are suitable places for the instal ation the new Istanbul Airport in 2015 and the new of renewable energy facilities to consume ener- airport opened in 2018 and started operating at gy without interruption (Yıldız et al., 2020: 171). full capacity in 2019. Since the construction of Points such as following the rules, minimizing the airport, all operations have been managed in negative environmental impacts, and think-an environmental y responsible manner. İGA Is- ing about the environment first while develop- tanbul Airport serves with its 1.4 million square ing summarize the environmental policy of the meter main terminal building, 3 independent aviation sector. As Karasar 2019:10 emphasiz- runways, air control tower and support facilities. es, Deep Ecology and Voluntary Simplicity ap- Istanbul Airport received an international cer- 4 PaPers 197 tificate by signing the ‘Covid-19 Aviation Health sure, corporate culture, reputation and image Safety Protocol’ issued by the European Union management is indicated. Aviation Safety Agency (EASA). It is the first airport in the world to receive the ‘Airport Health Sustainability Practices from Airline Perspec-Accreditation’ certificate issued by Airports tive Council International (ACI). Istanbul Airport received the ‘Digital Transformation Award’ at Turkish Airlines regularly publishes its sustainthe 16th ACI Europe Awards organized by Air- ability reports every year, which are accessible to ports Council International Europe (ACI Eu-all stakeholders. In these reports, the company rope). Istanbul Airport is the Best Airport in explains its sustainability efforts in great detail. Europe in the field of digital transformation. The company divides its sustainability efforts Awarded the “5-Star Airport” award by Skytrax, into three categories: very high priority issues, İGA received the “Airport of the Year” award in high priority issues and important issues, and 2021 and 2022 from Regional Air Transport, one conducts them through national and interna- of the most important publications of the glob- tional projects. al aviation industry, and the “Best Transit Air- port” and “Best Family-Friendly International THY developed a sustainability program at 4 Airport” awards at the “2022 Leisure Lifestyle main points in order to support sustainable de- Awards” given by Global Traveler, a travel maga- velopment: Management, economy, environ- zine headquartered in the USA. Istanbul Airport ment society. Turkish Airlines Sustainability also received the “5 Star Airport” award from Sk-Working Committees work on the following ytrax. IGA is also the recipient of the “Outstand-topics: ing Achievement” award by the Airline Passen- • Sustainability Strategy, ger Experience Association (APEX). Making a • Corporate Social Responsibility and Com- name for itself with its green library and numer-munication Projects, ous social responsibility activities, IGA supports • Emissions Management the United Nations Sustainable Development • Sustainable Practices Goals and works with the slogan “Our diversity is our richness”. Aiming to be Carbon Neutral What is Turkish Airlines doing for the Birleşmiş by 2050, the airport conducts all its operations Milletler sustainable development goals? in accordance with sustainability principles. • For Articles 1 and 2 (1.1 Eradication of Ex- Aviation affects the rural-urban environment, treme Poverty 1.4 Equal Access to Property, ecological balance and natural life due to nega- Basic Services, Technology and Economic tive environmental impacts. Therefore, sustain- Resources 2.4 Sustainable Food Production ability should be considered under 3 headings: and Resilient Agricultural Practices) economic, social and environmental in harmo- ny with the ecosystem (Oto, 2011:17, 30) Turkish Airlines generates direct and indirect economic value in geographies through the so- cio-economic connectivity it provides between Findings its destinations. It provides employment for mil-In this section, the details of sustainability prac-lions of people. In 2021, Turkish Airlines oper- tices at the airline and airport are explained in ated flights to 25 of the 46 countries categorized the context of Turkish Airlines and Istanbul Airas the least developed countries by the United port. The place of sustainability studies in Public Nations. In this context, Turkish Airlines con-Relations studies in the context of public disclo-tributes to the economic development of these 4 PaPers 198 countries by carrying their production to target and Social Policies that Promote Equality markets. It also enables these countries to devel-10.A Special and Differentiated Treatment op social relations with the world. for Developing Countries) It is developing a Sustainable Bio-Jet Fuel Project Diversity and equality are among the company’s through R&D projects with universities. Thus, core values. Equal treatment of employees is of agricultural lands will not be used for the pro- primary importance. Male and female employ- duction of sustainable aviation fuels. Sustainable ees are employed in a balanced manner. The biofuel will be produced without pol uting wa- participation of disadvantaged individuals in ter, soil and other natural resources. the workforce is supported with fair wages and • For Article 3 (3.3 Combating Infectious Dis- working conditions. Cargo transportation is car- eases 3.8 Achieving Universal Health Cover- ried out for the needs of developing countries. age 3.B Supporting Research and Develop- • For items 7.12.13 (7.2 Increase the Glob- ment for Affordable Vaccines and Medicines al Share of Renewable Energy 7.3 Double and Universal Access to them) the Improvement in Energy Efficiency 7.A Support Access to Clean Energy Research, With cold chain corridors on over 400 different Technology and Investment 12.2 Sustainable routes, Turkish Cargo plays a leading role in the Management and Use of Natural Resources transportation of vaccines and medicines under 12.4 Responsible Chemical and Waste Man- favorable conditions. The COVID-19 pandem- agement 12.5 Significantly Reduce Waste ic has clearly demonstrated the importance of Generation 12. 6 Encourage Companies to the vaccine and medical supply chain, but this Implement Sustainability Practices and Sus- transportation is not limited to the days of the tainability Reporting 12.8 Promote a Univer-pandemic. Turkish Airlines supplies vaccines sal Understanding of Sustainable Lifestyles and medical supplies to Africa and many other 13.1 Strengthen Resilience and Adaptive Ca- destinations. pacity to Climate-Related Disasters 13.2 In- • For Article 4 (4.3 Equal Access to Affordable tegrate Climate Change Measures into Poli-Technical, Vocational and Higher Education cies and Plans 13.3 Enhance Knowledge and 4.4 Increasing the Number of People Qual- Capacity to Combat Climate Change) ified for Financial Success 4.5 Ending Dis- crimination in Education) Turkish Airlines consciously manages the en- vironmental impacts arising from flight opera- Turkish Airlines supports employee develop- tions within the context of its Sustainability Pol-ment through col aborations with universities’ icy and Environmental Policy. The airline makes undergraduate and graduate programs. In addi- plans to reduce its impacts in areas such as com-tion, employment opportunities are increased. bating climate change, environmental impact • For Articles 5 and 10 (5.1 Eliminate Dis- management, responsible procurement, waste crimination against Women and Girls 5.5 management, energy and emission management Ensure Full Participation in Leadership and and clean energy. It optimizes flight operations Decision Making 5.C Develop and Strength-to increase fuel efficiency to reduce its carbon en Applicable Legislation and Policies for footprint. It also invests in new technologies and Gender Equality, 10. 2 Promote Universal adds new generation aircraft to its fleet. It priori-Social, Economic and Political Inclusion tizes aircraft and engines with high fuel efficien-10.3 Ensure Equal Opportunities and Elim- cy. It conducts sustainable bio-fuel development inate Discrimination 10.4 Implement Fiscal studies. Recyclable products are preferred for 4 PaPers 199 the products and materials used in the aircraft. tainability 25 Index. The Company effectively Internal communication activities on sustain- communicates its social responsibility and sus- ability are carried out to raise the awareness of tainability efforts, which are part of its corporate employees. culture, to the media and all internal and exter- • For item 9 (9.4 Improvement of All Indus- nal stakeholders through the activities of the tries and Infrastructures for Sustainability Corporate Communications Department. 9.5 Increasing Research and Improving In- dustrial Technologies) Sustainability Practices from the Perspective of Istanbul Airport The Company is constantly renewing its fleet. Its fleet, which has an average age of 8.5 years with Sustainability efforts at Istanbul Airport are its new generation aircraft, continuously im- managed with an integrated approach covering proves its infrastructure through digitalization, all operations and internal and external stakeR&D and innovation efforts. holders are informed through the Corporate • For Article 11 (11.2 Accessible and Sustain- Communications Department. Efficient use of able Transportation Systems 11.5 Reducing natural resources is an important point of IGA’s the Negative Impacts of Natural Disasters sustainable environmental approach. The IGA 11.6 Reducing the Environmental Impacts of Environmental and Social Impact Assessment Cities) Report was taken into consideration when plan- ning environmental performance strategies. Airlines bring cultures together by connecting Sustainability reports are published regularly different cities of the world. It plans to reduce every year. Airport stakeholder communication the negative impacts of noise and carbon emis- is planned by the Corporate Affairs Directorate. sions on sustainable urban life. Continuously Attaching importance to transparent and good improves its low-noise operation capability. It communication, the brand carries out import- manages waste. It cooperates to meet the needs ant activities in areas such as social media, press of the people of the region in disaster-affected communication, sponsorship, environmental areas and plans aids. and social responsibility projects, culture and art • For Article 15 (15.3 Halting Deforestation activities. In addition, the Customer Experience and Restoring Degraded Forests 15.7 Elim-Directorate also communicates with external inating Illegal Hunting and Trafficking of stakeholders. Protected Species) In order to minimize the environmental foot- It has signed the “United for Wildlife Buck- print, Combating Climate Change is given im- ingham Palace Declaration” (UFW) to prevent portance. Work is planned under the Climate illegal trade in wild animals and to raise sec- Change Adaptation and Action Plan. In this toral awareness on this issue. In addition, envi-context, the authorities participated in the Clironmental y friendly materials are preferred in mate Week in New York in 2017 and the 25th the products given to passengers. Toys given to Inter-Country Climate Negotiations Summit or- child passengers are Forest Stewardship Council ganized by the United Nations in Spain in 2019. (FSC) certified products. On climate, Istanbul Airport is the world’s largest LEED-certified building as of the date of cer-Work on the items summarized above contin- tification. The entire terminal and outdoor areas ues rapidly. In 2022, Turkish Airlines is the first are monitored with IoT (Internet of Things) and only airline to be included in the BIST Sus- LoraWan technology to ensure optimization in 4 PaPers 200 operations. Thus, energy efficiency and green- In the context of sustainability at the airport, house gas emission reduction are aimed. plans are made especial y in the areas of emis- sion management, waste management, water İGA, which conducts sustainability studies at management, biodiversity, noise management, international standards in accordance with the energy efficiency and zero carbon. Emission United Nations Sustainable Development Goals, management activities to reduce the carbon has been certified by the British Standards Insti-footprint are carried out within the scope of the tution in the following categories: program to combat climate change. ISO 14064 • ISO 14001 Environmental Management Greenhouse Gas Calculation and Management • ISO 27001 Information Security Manage- System infrastructure was established. Annual ment reporting for the ISO 14064 Greenhouse Gas • ISO 50001 Energy Management Systems Management standard continues. In addition, • ISO 9001 Quality Management heating, cooling and ventilation systems were • ISO 10002 Customer Satisfaction Manage- optimized in accordance with the climate, mini- ment mizing greenhouse gas emissions at source. Extensive Trainings for Raising Environmental Wastewater at the airport is collected through Awareness are provided, aiming to raise sustain- the wastewater sewage infrastructure system ability awareness among all stakeholders. In this and treated at the Domestic Biological Wastewa-context, Istanbul Airport offers a wide range of ter Treatment Plant with a capacity of 15 thou-trainings such as Environmental and Sustain- sand m3 /day, and the recycled water is used as ability Rules, Wildlife Management Trainings, landscaping and cooling water. ISO 14001:2015 Environmental Management System trainings, ISO 14001 Environmental A “Zero Waste Program” has been developed Management System Awareness Raising Train-for Total Waste Management. According to this ings and ISO 50001 Energy Management System target, waste-related performance indicators of Awareness Raising Trainings, Zero Waste Pro- all companies that manage and deal with waste gram trainings, Sustainability Projects trainings. are regularly monitored. Waste is tracked from the source to the final point through a database How is a Sustainable Environmental Approach and software. In addition, an art workshop was Planned at IGA Airport? established with the ARTWIST (From Waste to • carbon emission management Art) Project. Artwist aims to raise waste aware- • energy efficiency ness and provide social and economic benefits • water management for the project’s target groups. • waste management • biodiversity and wildlife management Thanks to the Biodiversity Action Plan, wildlife • noise management is regularly monitored throughout the year and measures are taken to protect the habitat. Auri-According to IGA 2020 sustainability report ca also carries out afforestation activities. data; 52.95 Million TL was spent on environ- mental activities and investments. In 2020, 297 Noise measurements are made around the air- tons less carbon dioxide emissions, 13,149 bar- port and noise maps are prepared. Strategic rels of fuel saved, 10 million kilowatts of energy Noise Map is being prepared and online mon-saved, 297 kg of raw materials saved compared itoring continues. to 2019. 4 PaPers 201 The zero carbon target is planned in accordance The report explains that sustainability is import-with the Standard for Establishment Level Cal- ant in the corporate culture and that the airport culation and Reporting of Greenhouse Gas provides a fair, equal and safe working environ-Emissions and Removals. In this context, a 2050 ment that values employee development. The Carbon Neutral roadmap has been determined. organization has an open corporate culture. Dis- Energy efficiency: ISO 50001 Energy Manage- crimination is not allowed in any way. Gender ment System has been installed and effective Equality is also fundamental to the corporate studies are carried out on conscious energy con- culture. Table 1 summarizes the corporate cul- sumption and energy saving. All systems are ture and competencies of Istanbul Airport. continuously controlled and continuity is en- sured. For example, total direct greengas emis- In addition, the Cultural Ambassadors Program sion (scope 1 - tons of Co2) was reduced from was planned to create the corporate culture and 37,370.70 in 2019 to 28,102.88 in 2020. Water values of İGA. It is important that employees consumption per year (m3) decreased from have a happy career journey in the company. 1,3331,673 in 2019 to 829,447 in 2020. Specif- Equal opportunity is emphasized. Training and ic energy consumption (kWh/ passenger) de- personal development of employees are sup- creased from 170.89 in 2019 to 126.23 in 2020. ported through trainings at İGA Academy. In- clusion and equality are important. In addition, According to the sustainability report, between projects within the context of accessible airport 2020 and 2021; carbon dioxide emissions de-policies are announced to stakeholders through creased by 297 tons. 13,146 barrels of fuel saved, the press. One of the most important parts of 10 million kilowatts of energy saved, 297 kg. of İGA’s corporate culture is sustainability. Plans raw materials saved, 5973 m3 of storage space are made in this context under the leadership of saved. the Sustainability Committee. Stakeholder dia- log is of utmost importance. Table 1: İSTANBUL AIRPORT COMPETENCIES Source: Çukurkaya, 2019:150 CORPORATE FUNCTIONAL MANAGERIAL COMPETENCIES COMPETENCIES COMPETENCIES Internal & External Customer Sensibility Work Information Strategic Perspective Communication & Team Spirit Taking Responsibility & Sense Of Business Ownership Target & Direction Union Innovation & Proactivity Planned And Programmed Work Focused On Development Continuous Development Analytical Thinking & Problem Solving Recognition & Appreciation Respect Producing Quality & Efficient Business Results Change Management 4 PaPers 202 Conclusion pol ution, use of sustainable materials, develop- “The society of the age of manufactured uncerment and use of environmental y friendly avi- tainties is a risk society” (Balay, 2022:837). Dam-ation fuels, young fleet, planning research and age to the environment is a great risk for the development col aborations with universities to future of the world and it is essential to devel-develop new technologies, gender equality, fair op sustainability awareness on an international working environment, inclusion and diversity. platform to prevent this. In addition to being responsible for coordinat- Sustainability processes are based on the prin- ing with the management and relevant depart- ciples of stability, responsibility and account- ments in the preparation of annual sustainabil- ability. Sustainability practices are needed in ity reports, Public Relations specialists are also the context of businesses’ missions to integrate responsible for publicizing the awards received by the brand, planning and implementing events with and contribute to society. The answer to and meetings with stakeholders in line with the the question of how the business will bring brand’s sustainability approach, and preparing the eco-system in which it is located to a bet- press releases. In addition, under the coordina- ter point is in sustainability studies (Özgen, tion of the Corporate Communications depart- 2022:e2). ment, they also plan trainings and social responsibility projects for internal and external target The answers to the research questions of the audiences in order to raise social awareness on study investigating sustainability communica- sustainability. tion in the aviation industry are summarized below: Sustainability is one of the most important parts of the corporate culture of both brands. In orThe tangible indicator of transparent informa- der for this understanding of sustainability to be tion flow is sustainability reports, which include reflected and adopted in the corporate culture, numerical data, the company’s sustainability ap- strategic communication activities are carried proach and all sustainability-related activities. out for the internal target audience. These reports are published regularly every year and shared openly with the public. Therefore, Stakeholder dialog is emphasized in sustainabil- sustainability reports are the most important ity efforts and col aborative projects are carried communication tool of the brand in sustainabil-out. Corporate Communication departments ity communication. It has been determined that carry out the necessary communication activ- both aviation brands in the sample have pre- ities to publicize and understand social social pared reports reflecting their sustainability ap-responsibility projects. In this context, the two proach and have planned and implemented all brands in the sample plan comprehensive com- communication activities, especial y media. munication activities for their stakeholders with the principle of transparent communication Both brands have plans and projects in line with on sustainability. It is understood that detailed the sustainability goals of the United Nations. studies are carried out to inform the public, raise Both brands have taken measures to reduce the awareness, and manage the image and reputa- negative environmental impacts of the aviation tion of the brand. industry, and are working on topics such as combating climate change, energy management, Sustainability strategies of airports and airlines waste management, water management, noise are not only important in terms of respect for the 4 PaPers 203 future of the world, but also valuable in terms of Üniversitesi İletişim Fakültesi Elektronik Der-brand value, corporate reputation, efficiency in gisi , Vol. 6 No. 1, pp. 101-128. business processes, innovation, cost optimiza- İngeç, A. K. (2021). “Halkla ilişkiler için bir par-tion and financial value, access to international adigma önerisi”, Akademik Hassasiyetler, Vol. 8 financing and financing opportunities, and op- No.17, pp. 321-341. portunities in the international market. In this context, the development of sustainability strat-Karasar, Ş. (2019). “Kalıcı başarı için atılan adım: egies and strong communication are important. sürdürülebilirlik”, Çiçek, M. (Ed.), Just Landed The planning of Corporate Communications Havalimanında İtibar yönetimi. Papatya Bilim departments and the theme of sustainability in Yayınevi, İstanbul, pp. 9-12. public relations activities are also very valuable Kavoğlu, S. (2012). “itibar yönetimi açısından in terms of social social responsibility. yeşil pazarlama: örnek olay incelemesi”, Tarih Kültür ve Sanat Arastırmaları Dergisi (ISSN: References 2147-0626) Vol. 1 No. 4, pp. 13-31. Akbayır, Z. (2019). “Halkla ilişkiler perspektifin-Kotler, P. (2000). Pazarlama Yönetimi, Beta den kurumsal sürdürülebilirlik iletişimi ve bir Basım Yayım Dağıtım, İstanbul. örnek olay incelemesi”, Uluslararası Halkla İl- Mohieldin, M. (2017). The sustainable devel- işkiler ve Reklam Çalışmaları Dergisi, Vol. 2 opment goals and private sector opportuni- No.1, pp. 39-71. ties. World bank group. Alpman, E. and Göğüş, Y. (2017). “Havacılıkta Oto, Nurhan (2011). Çevresel sürdürülebilirlik sürdürülebilir gelişme göstergeleri”, Sürdürüle- ve havaalanları: Esenboğa Havalimanı Örneği, bilir Havacılık Araştırmaları Dergisi, Vol.2 No. Ankara Üniversitesi Sosyal Bilimler Enstitüsü 1, pp. 1-11. Yayımlanmamış Doktora tezi. Ankara Balay, T. B. (2022). “Halkla ilişkilerin toplumsal Oxford Learner’s Dictionary of Academic En-dönüştürücü rolü ve iklim krizi üzerine bir glish. (2014). Oxford: Oxford University Press, deneme”, Ahi Evran Üniversitesi Sosyal Bilimler 1023 pages, ISBN 978-0-19-433350-4 Enstitüsü Dergisi (AEÜSBED), Vol. 8 No.3, pp. 836-851. Özgen, E. (2022). “Sürdürülebilirlik İletişimi ve Halkla İlişkiler”, Türkiye İletişim Araştırmaları Çukurkaya, N. (2019). “Competency based se-Dergisi Vol./No. Special number, pp. e1-e4. lectıon & recruıtment management at ıstan- bul airport”, Çiçek, M. (Ed.), Just Landed Ha-Yavuz, A. (2010). “Sürdürülebilirlik kavramı valima nında İtibar yönetimi. Papatya Bilim ve işletmeler açısından sürdürülebilir üretim Yayınevi, İstanbul, pp. 146-156. stratejileri”, Mustafa Kemal Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, Vol. 7 No.14, pp. 63-Baumgartner, S. and Quaas, M. (2010). “What 86. is Sustainability Economics?”, Ecological Economics, Vol. 69 No.3, pp. 445-450. Yavuz, C. (2016). “Turizmde sürdürülebilirlikte halkla ilişkiler çalışmalarının önemi”, Manas Ekşi, B. (2019). “Havacılık yönetimi”, work-Sosyal Araştırmalar Dergisi Vol. 5 No.3, pp. ing paper doktora dersi ders notları, Maltepe 329-338. Üniversitesi Sosyal Bilimler Enstitüsü, İstan- bul. Hoştut, S. (2018). “Kurumsal sosyal sorumlu- luk iletişimi ve halkla ilişkiler”, Gümüşhane 4 PaPers 204 Yıldız, Ö.F., Yılmaz, M. and İm, e. (2020). Ha- valimanlarında yenilenebilir enerji kaynak- larının kul anılması”, Journal of Aviation, Vol. 4 No.1, pp. 162-174. https://www.igairport.aero/iga-dunyasi/hak- kimizda/biz-kimiz/ https://www.igairport.aero/sites/sustainability/ tr https://www.igairport.aero/tr/surdurulebilirlik/ sosyal-sorumluluk-projeleri/artwist-projesi https://investor.turkishairlines.com/tr/kurum- sal-yonetim/surdurulebilirlik https://www.un.org/sustainabledevelopment/ 4 PaPers 205 A Lens to Examine Communication Through Business Continuity Management Hytönen, Eveliina, Laurea University of Applied Sciences (Finland) Ruoslahti, Harri, Laurea University of Applied Sciences (Finland) Introduction The process of building resilience needs com- Cyber incidents and business interruptions rank munication and col aboration between social as the foremost business risks according to the networks (Vos, 2017). Resilience and continui- Allianz Risk Barometer 2023 (Allianz Risk Ba- ty management have wide societal impacts and rometer, 2023). Today’s organizations may al- they are particularly important for critical infra-most constantly face adversities and critical in-structure organizations (Ruoslahti, 2020). Busi- cidents such as natural or manmade disasters, ness Continuity Management (BCM) is a pro- technological innovations, public relations cri- cess that attempts to identify threats and their ses, and cyber-attacks. This has led many orga-impacts on an organization. The BCM process offers a framework for building organizational nizations to reconsider their approaches to their resilience and facilitates an efficient response business continuity management processes and when encountering critical events. (BSI 2006; practices, and to resilience building. Further- ISO 22301:2019; Herbane, 2016.) Basic BCM more, individuals, organizations, and society principles that can help in managing continuity are becoming more dependent on complex and and consequently improving resilience are e.g., interlinked cyber systems and their intercon- identifying risks, critical activities, key person-nections to carrying out everyday activities. The nel, creating guidelines and procedures, and growing number and sophistication of cyberse- open communication (Ruoslahti, 2020). curity threats and attacks have become a reality The Resilience Matrix has been developed to in the daily life and have also evolved into one of help in focusing on creating shared situational the foremost risks to jeopardize business conti- awareness and to facilitate decision-making by nuity (Michel & King, 2019). Continuity man- sharing information across networks operating agement strategies for critical infrastructure in physical, information, cognitive, and social operators and their networks, such as other or-domains (Linkov et al., 2013). The Resilience ganizations rely on other networks. They can be Matrix does not explicitly discuss or state the viewed as part of a system of systems. Resilience role of communication in different phases of and continuity of these systems can be enhanced the event management cycle and resilience de- by studying and improving interconnectivity velopment. Communication and communica-and functions between these networks (Linkov tion management can, however, contribute to et al., 2013). organizational resilience (Buzzanel , 2010; Ishak & Williams, 2018). Effective multistakeholder communication and col aboration is essential 4 PaPers 206 for continuity and reputation management, and stressful events over time (Palma-Oliveira & consequently for improved organizational cyber Trump, 2016). resilience (Knight & Nurse, 2018). Organizational resilience and business This paper approaches sustainability from a continuity management perspective that combines organizational cyber resilience with the principles of business conti-On an organizational level, the term ‘resilience’ nuity management. The purpose of this paper can describe the inherent characteristics of orga-is to describe how a modified Resilience Matrix nizations that can respond more quickly, recover (Linkov et al., 2013) can be used as a framework faster, or develop more unusual ways of doing to understand and explain communication and business under pressure than others (Vogus & communication management within different Sutcliffe, 2007). In the field of economics, re- stages of the resilience cycle. The Resilience Ma-silience is often characterized as the aspiration trix discussed in this article combines an event or aim of business continuity management sys-management cycle with elements of business tems, or as the articulation of the future state continuity management and an element of cyber of organization following achievement of its threat intelligence in the context of the EU Com-strategy. Business Continuity Management can mission funded Project DYNAMO (Dynamic be seen as one of several activities that support Resilience Assessment Method including a com-and enhance resilience. (Herbane, 2016.) Orga- bined Business Continuity Management and nizational resilience can also be approached as Cyber Threat Intelligence solution for Critical a dynamic process that needs to be developed Sectors). In this article, the modified Resilience with the understanding of the different types of Matrix is viewed and explained through the the-capacities within organization that contribute to oretical background presented in the paper, and resilience (Madani & Parast, 2021). implications for communication and communi- cation management are presented. Resilience can be characterized as a dynamic construct, where organizations that are consid- The research questions of this study are: ered resilient can either adopt an anchored or • RQ1: How can the Resilience Matrix be used an adaptive mindset towards resilience (Ishak to explain communication needs and re- & Williams, 2018). Anchored-resilient orga- quirements in different stages of the event nizations, when encountering a critical event management cycle? “are surprised but prepared, think about how • RQ2: How can the Resilience Matrix be used to maintain their identity, and quickly look for to explain communication management a return to normalcy” (p. 192). Adaptive-resil-needs and requirements in different stages of ient organizations, “understand disruptions as the event management cycle? part of their process, view change as normal, and look forward to how they can adapt” (p. 192). (Ishak & Williams, 2018.) Literature review The National Academy of Sciences (2012) de- The National Initiative for Cybersecurity Ca- fines resilience as “the ability to prepare and reers and Studies (NICCS) defines cybersecurity plan for, absorb, recover from, or more success- as “[t]he activity or process, ability or capability, ful y adapt to actual or potential adverse events”. or state whereby information and communica- Resilience can also be seen as the capability of tions systems and the information contained a system to recover in the middle of shocks or therein are protected from and/or defended 4 PaPers 207 against damage, unauthorized use or modifica- and re-training the personnel. The Resilience tion, or exploitation” (NICCS, 2023). Dalal et al. Matrix covers each phase of the event manage- (2022) include the human-factor in the defini- ment cycle with each domain: physical, informa- tion of cyber security, more specifical y the defi-tion, cognitive, social, providing guidelines for nition of organizational cyber security as “the resilience metrics that need to be developed and efforts organizations take to protect and defend combined to measure overall system resilience. their information assets, regardless of the form (Linkov et al., 2013; National Research Council, in which those assets exist, from threats internal 2012.) and external to the organization” (p. 5). Business Continuity Management (BCM) can The term ‘cyber resilience’ can be defined as the be characterized as a management process that ability of the system to prepare, absorb, recover, seeks to comprehensively identify threats and and adapt to adverse effects, particularly effects their impacts on an organization. The BCM associated with cyberattacks (Linkov & Kott, process offers a framework for building orga-2018). Björck et al. (2015) define the concept of nizational resilience and facilitates an efficient cyber resilience referring “to the ability to con-response when hit by an adverse event, while tinuously deliver the intended outcome despite safeguarding the interests of stakeholders, rep- adverse cyber events” (p. 312). Thus, they state utation, brand, and value-generating activities that for the cyber resilience to be effective and (BSI 2006; ISO 22301:2019). BCM can be de-efficient it needs to be approached holistical y scribed as a cyclical process, where a well im-and in parallel on several levels within organi- plemented plan-phase prepares the organization zation. and its personnel to absorb- and recover-phases, while the adapt-phase encourages feedback that A systems approach to resilience can be de- is utilized to improve future operations and scribed and analyzed using the Resilience Ma- planning (Savage, 2002). Especial y, when de- trix, that has been developed to facilitate focus-veloping continuity management against cyber ing on creating shared situational awareness and threats and aiming at enhancing organizational decentralized decision-making by distributing cyber resilience, the plan-phase can be divided information across networks operating in phys- into three sub-phases: prepare, prevent, and proical, information, cognitive, and social domains. tect (Hiermaier, Scharte & Fischer, 2019). (Linkov et al., 2013.) The Resilience Matrix or One traditional BCM approach describes a pro- event management cycle can be simplified into cess where the plan-phase consists of several four functions: plan, absorb, recover, and adapt. basic BCM principles: 1) conducting a business 1) The plan-phase involves establishing proce- impact analysis (BIA), 2) defining recovery time dures to ensure the availability of services and targets (RTO, RPO), 3) performing a risk as-the proper functioning of assets, 2) the ab- sessment (RA), 4) obtaining executive support, sorb-phase involves tasks such as preserving the 5) testing the process, and 6) providing training functionality and service availability of the most and creating awareness (Lindstedt & Armour, crucial assets while mitigating disruptions, 3) in 2017). BCM can thus be considered to enhance the recovery phase, the organization strives to knowledge management and dynamic capabili- recover assets, restore their functions, and en- ties that can then again improve organization- sure service availability, and 4) the adapt-phase al performance and resilience against critical includes gaining and collecting knowledge and events (Fischbacher-Smith, 2017). information about the event for learning and changing of procedures, configuring the systems, 4 PaPers 208 Figure 1: The Resilience Matrix (Linkov et al. 2013) The organizational capabilities that support and many levels within the organization, 4) exercise facilitate business continuity planning can be de-for improvement, not for testing, 5) learn the scribed as 1) adequate and genuine management business, 6) measure and benchmark, 7) obtain commitment, 2) a clear continuity strategy, 3) a step-by-step direction from leadership, 8) ex-plan for regular development, 4) training and clude the risk assessment and business impact counselling, and 5) periodic reporting (Maur- analysis, and 9) prepare for impacts, not caus- er & Lechner, 2014). Traditional approaches to es (Lindstedt & Armour, 2016). Flexibility and BCM have been criticized for not being flexi-adaptability in BCM can be achieved through ble and adaptive enough (Lindstedt & Armour, 1) integrating business continuity and strategic 2016; Hatton & Brown, 2021). An Adaptive management more closely; 2) embedding a re- Business Continuity (ABC) approach suggests silience thinking culture across the organization; that continuous improvement of organizational 3) decentralizing business continuity planning; recovery capabilities with a focus on continued 4) planning based on principles; and 5) exercis- delivery of services can be achieved by follow- ing more frequently (Hatton & Brown, 2021). ing nine principles: 1) create continuous value, 2) document only for mnemonics, 3) engage at 4 PaPers 209 Communication contributing to organi- tuted through communicative processes (Ishak zational resilience & Williams, 2018). An adverse event, such as Weick and Sutcliffe (2015) state that instead of natural disaster, pandemic, or system failure, technical control measures and formal proce- leads to individuals and organizations enacting dures, cultural features, which they define as the communicative practices of resilience (Buz- “mindful organizing”, such as a general preoc- zanel , 2010). As organizational communication cupation with failure, a reluctance to simplify, continues to evolve, organizations should con-a sensitivity to operations, a commitment to re- sider the multifaceted, dynamic nature of resil- silience and a deference to expertise, contribute ience also in the preparation and recovery stages to organizations achieving resilience. Different of the resilience (Ishak & Williams, 2018). organizational practices enable mindful orga- nizing; resilience is built through sharing values Risk communication has been actively researched in the field of communication (Nurse and norms, and col aborating, i.e., through con- et al. 2011; Goerlandt et al. 2020). From the stant communication and recalibration of the BCM and the organizational resilience cycle situation. Thus, resilience can be constructed point of view, there are several essential topics via communicative practices or communication emerging. A crucial area of focus should be on processes (Buzzanel , 2010: Ishak & Williams, risks with potential y significant societal conse-2018). quences, such as climate action failure, weapons of mass destruction, breakdown of information Communication contributes to organizational infrastructure, natural disasters, and cyberat- resilience in different ways, it supports repu- tacks (Goerlandt et al. 2020). tation management as part of continuity man- agement (Vos, 2017). Communication aims In the field of public relations, there is a consid-to clarify risks and how they are managed and erable amount of research on crisis communi- enables col aboration for preparedness activi- cations, situational crisis communication theory ties (Reynolds & Seeger, 2005). Communication (SCCT) (Coombs, 2007) and theory of image facilitates the creation of situational awareness, restoration (Benoit, 1997) being the major mod-and supports crisis management, information els in this area (Avery et al., 2010). A lot of cri-sharing, decision making, and contributes to lessis communication research focuses on corpo- sons learnt sharing, and training (Vos & Schoe-rate crisis communication strategies to research maker, 2004). Communication also supports the response strategies during a crisis (Cannaerts interaction between stakeholders and enhances 2020). Avery et al. (2010) state that situational commitment and awareness building contrib-crisis communication theory and the theory of uting that way to continuity management of an image restoration provide frameworks for the organization. (Vos, 2017). types of responses available to organizations during a crisis, but they have been criticized for Buzzanell (2010) claims that the communica-not being practical, and not providing more de- tive construction of resilience consists of five tailed criteria that would facilitate organizations processes: crafting normalcy, maintaining, and to determine which approach to use in a crisis. utilizing communication networks, using al- ternative logics to make sense of the situation; Cannaerts (2020) proposes a multistakeholder legitimizing negative feelings while foreground- perspective towards crisis communication rath- ing productive action; and affirming identity an-er than studying it more narrowly from the per- chors. Thus, organizational resilience is consti-spective of crisis response strategies. For crisis 4 PaPers 210 communication to be effective it needs to be di- that since the five-stage implementation of crisis versified across different crisis stages and diverse communication in the CERC model describes stakeholders; internal and external col aboration communication also in the plan (prepare, pre-and training and rehearsal between stakeholders vent and protect) phase of the event manage- are of great importance for effective crisis comment cycle, the model could offer insights also munication. Regarding cyber crises, Knight, and regarding communication in the resilience cycle. Nurse (2020) suggest a public communication model for communicating in the case of cyber BCM in organizational resilience incident such as data breach. They state that effective multistakeholder communication and Critical success factors of BCM are, e.g., manage-col aboration is essential for reputation and conment support, organizational preparedness, and tinuity management, and consequently for cyber embeddedness of continuity practices across the resilience. organization. It is essential for senior manage- ment to initiate, authorize, and support a busi- Different stages of the resilience cycle can be ness continuity program from the initial stages used to describe how communication tasks of its implementation (Chow, 2000; Järveläinen vary during the stages (Vos, 2017). The Crisis 2013). Organizational preparedness encom- and Emergency Risk Communication mod- passes understanding diverse recovery methods el (CERC), that was original y developed for and risk mitigation strategies, developing, and healthcare crisis situations, provides a frame- maintaining business continuity plans, build- work for interactive crisis communication (Veil ing crisis management teams, and establishing et al., 2008). In the CERC model, crisis commu- redundancy among key personnel (Lindström, nication is implemented in five different stages Samuelsson, & Hägerfors, 2010; Herbane, Elliot of the event management cycle. 1) In the pre- & Swartz, 2004). crisis stage, the operating environment is moni- tored and warning messages about the crisis are Embeddedness of continuity practices means received. The goal of communication is to pro- integrating practices into processes, and staff vide guidance and prepare for a possible crisis and senior management being highly commit- and plan activities. 2) During the initial event ted to work within the organization. To enhance stage, communication aims to reduce uncer- the integration of the BCM process and prac- tainty, and support different target groups. 3) In tices, organizations can employ different ways the maintenance stage, the aim is to create and to communicate and emphasize the importance maintain situational awareness by communicat- of BCM, including awareness-raising, train- ing about the background of the event. In addi- ing, and addressing the varying topics of BCM tion, communication is needed for cooperation from the perspectives of different target groups. to restore normalcy and to correct rumors and (Herbane, Elliot & Swartz, 2004.) The main ap-misunderstandings. 4) In the resolution stage, proaches to business continuity management communication is needed to inform the target arise from col aborative work and effective groups on how the crisis was managed and to communication between stakeholders. Col ab- increase awareness of possible new risks. 5) In oration and communication enable monitoring the evaluation stage, the communication enables the context and building reliable relationships, the evaluation of crisis management and crisis thus facilitating the development of collective communication, sharing of lessons learned, and responses during crises. Leaders and managers knowledge about the crisis. (Reynolds & See- should foster a col aborative culture within the ger, 2005; Veil et al., 2008.) It can be suggested, organization and with its stakeholders, actively 4 PaPers 211 take part in daily work to strengthen employee tinuity management (BCM) including risks, commitment and show support. (Sánchez & De critical functions, key personnel, guidelines and Batista, 2023.) procedures, and open communication, are com- bined with the event management cycle. Methodology The research questions of this study are: This paper approaches sustainability from a per- • RQ1: How can the Resilience Matrix be used spective that combines organizational cyber re- to explain communication needs and re- silience with the principles of business continui-quirements in different stages of the event ty management. This paper describes a modified management cycle? Resilience Matrix (Linkov et al., 2013), and how • RQ2: How can the Resilience Matrix be used it can be used as a framework to understand and to explain communication management explain communication and communication needs and requirements in different stages of management within different stages of the re- the event management cycle? silience cycle. The Resilience Matrix discussed in this article combines an event management cycle with elements of business continuity man- Results agement and an element of cyber threat intel- The Resilience Matrix can be used to view and ligence in the context of the EU Commission explain communication and communication funded Project DYNAMO (Dynamic Resilience management needs and requirements in dif- Assessment Method including a combined Busi- ferent stages of the event management cycle ness Continuity Management and Cyber Threat by utilizing the matrix as a framework for data Intelligence solution for Critical Sectors). The collection and for theoretical approaches. In methods of the development process of the mod- this article, the aim is to view and describe the ified Resilience Matrix have included a literature DYNAMO Resilience Matrix through the theo-review and a series of development workshops retical background presented in the paper and that resulted in the development of the DYNA- present implications for communication and MO Resilience Matrix (DRM). The DYNAMO communication management. Resilience Matrix is based on the Resilience Ma- trix by Linkov et al. (2013) and on a prior matrix The event management cycle with its four func-by Ruoslahti (2020). tions: plan, absorb, recover, and adapt, and with its four domains: physical, information, cog-The DYNAMO Resilience Matrix developed for nitive, and social, could be implied to contain the project recognizes a six-phase event man- communication as one of the elements to be agement cycle (Figure 2). The plan-phase, that looked at and developed when aiming at overall has been defined as a single phase in the matrix resilience of a system, such as an organization. by Linkov et al. (2013), is divided here into three The event management cycle, or the Resilience phases: prepare, prevent, and protect, based on Matrix (Linkov et al. 2013) does not explicitly the model proposed by Hiermaier et al. (2019). discuss or state the role of communication in dif-The response-phase corresponds to the absorb ferent phases of the event management cycle and phase in the matrix by Linkov et al. (2013), while resilience development. However, when viewing the recover-phase is the same in both matrixes, communication through the DYNAMO Resil- followed by the same learn and adapt-phase. In ience Matrix, where the event management cycle the modified Resilience Matrix, elements of cy- is combined with elements of business continu- ber threat intelligence (CTI) and business con- ity, and an aspect of cyber threat intelligence is 4 PaPers 212 Figure 2: The DYNAMO Resilience Matrix (DRM). Combined from Linkov et al. (2013) and from Ruoslahti (2020). added, and through the theoretical background (Herbane, Elliot & Swartz, 2004). Communica- presented in this article, it can be claimed that tion is part of mindful organizing, where it ena-communication and communication manage- bles e.g., preoccupation with failure through col-ment is needed in various parts of the Resilience laboration and sharing norms such as guidelines Matrix. and procedures (Weick & Suttcliffe, 2015). Communication contributes to resilience mindset In the plan phase, that in this paper includes of an organization by promoting a culture that three sub-phases: prepare, prevent, and protect, emphasizes situational awareness (Weick & Sut-communication and communication manage- cliffe, 2015). By col aborating and communicat- ment is needed for prevention and prepared- ing, it is possible to monitor the context and es-ness. When conducting the various BCM func- tablish relationships to support the development tions, i.e., considering CTI, identifying, and of collective responses during crisis (Sánchez & assessing risks, identifying critical activities, and De Batista, 2023). Thus, communication also key personnel and competencies, and creating supports the interaction between stakeholders guidelines and procedures, communication and and enhances commitment (Vos, 2017) and en- communication management can be claimed gagement to the BCM that is part of resilience to be part of those functions. Communication building (Herbane, Elliot & Swartz, 2004). and communication management within those functions aids in creating awareness of risks and In the response-phase of the Resilience Matrix, prevention and in col aborating for prepared- communication and communication manage- ness activities (Reynolds & Seeger, 2005; Veil et ment supports BCM functions by providing al., 2008.), as well as of the significance of busi-warnings and instructions (Vos, 2017), as well as ness continuity management in the organization by explaining the crisis to relevant target groups 4 PaPers 213 and stakeholders (Reynolds & Seeger, 2005; Veil Communication is one of the factors contribut-et al., 2008; Vos, 2017). People make sense of the ing to organizational resilience in various ways. organization through communication (Weick, The role of communication in the organizational 2001), and sense making in case of a crisis hap- cyber resilience throughout the resilience cycle pens via interaction and interpretative actions cal s for more research in the field of commu- (Vos, 2017). Also, in the response-phase there nication and communication management. It is is a need for situational awareness; resilience important to understand what kind of commu- is built through constant communication that nication and communication management can aids recalibrate the situation (Weick & Sutcliffe, foster organizational cyber resilience, or in the 2015). Individuals and organizations enact the worst case, dismantle resilience. The modified communicative practices of resilience also in the Resilience Matrix offers an integrative approach response-phase, as there is a need to make sense to organizational cyber resilience combining of the situation, col aborate and utilize commu- theoretical and practical aspects of technological nication networks to craft normalcy (Buzzanel , and human factors. Cyber resilience and what 2010). constitutes it needs to be addressed from an integrated perspective, not only from the tech- In the recover-phase, communication and com- nology point of view. Policy makers, corporate munication management can facilitate exchang- executives, managers, employees, and cyberse- ing experiences and views (Vos, 2017), and curity professionals need the integrated view on sharing knowledge and lessons learnt, as well as cyber resilience to understand and plan holisti-support organizational learning (Vos & Schoecal y for cyber resilience. Further study with the maker, 2004; Reynolds & Seeger, 2005; Veil et modified Resilience Matrix as a framework of al., 2008). Also, after a critical event, commu- data collection and analysis can provide valuable nication enables affirming identity anchors, knowledge that will have practical implications thus supporting the recovery back to normalcy in organizations in communication manage- (Buzzanel , 2010). The role of communication ment and planning in complex and fast chang- and communication management is essential in ing digital environment. Added understanding enabling internal and external col aboration and of how to manage and plan communication, and training and exercise with employees and stake- communicate organizational cyber resilience is holders also in the recover-phase (Cannaerts, a contribution to theory and may even benefit 2020). society. Conclusions Acknowledgements. This study has received funding by the European Union project DYNA-Communication and communication manage- MO, under grant agreement no. 101069601. The ment needs and requirements in different stages views expressed are those of the author(s) only of the event management cycle can be described and do not necessarily reflect those of the Eu- and explained by utilizing the DYNAMO Re- ropean Union. Neither the European Union nor silience Matrix as a framework for an approach the granting authority can be held responsible where earlier studies and research results are for them. viewed in relation to the different parts in the matrix. 4 PaPers 214 References Journal of Organizational Effectiveness: People Allianz Risk Barometer 2023, Allianz Global and Performance, 4, 89–107. Corporate & Specialty (AGCS), https://www. Goerlandt F., Li J. & Reniers G. (2020). 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Making sense of the organi- sation, Blackwel , Oxford. 4 PaPers 217 The impacts of communication in sustainability in Italy Milan, Gloria, ICDLAB Sostenibilità e Comunicazione (Italy) Armuzzi, Giulia, Gruppo Maggioli (Italy) Bonometto, Caterina, ICDLAB Sostenibilità e Comunicazione (Italy) Bosello, Federica, Autorità di Sistema Portuale del Mare Adriatico Settentrionale (Italy) Burighel, Micol, Amapola (Italy) Colle, Matteo, Gruppo CAP (Italy) Parigi, Riccardo, MUST S.r.l. (Italy) Talluri, Marco, Ambientenonsolo (Italy) Vazzoler, Sergio, Amapola (Italy) Martello, Stefano, Comm to Action (Italy) Introduction will still have to comply voluntarily if they want Global y, communication is becoming increas-to be kept in the supply chain of those subject ingly important as a lever to increase the sus- to the constraint. Added to this is the growing tainability of organisations and thus contribute attention of consumers towards those organisa-more general y to sustainable development. tions that certify their commitment to the envi- In the face of the worsening environmental and ronment and the common good. social crises that we are currently experienc- Thus, the entire business world is stimulated not ing, this process has accelerated in recent times, only to adopt sustainable behaviour in environ-receiving new and relevant cal s from both in- mental and social terms, but also and above all ternational bodies and those representing the to equip itself to place stakeholder relations at world of communication itself. the centre of its activities as an indispensable asset. In December 2022, for example, the Corporate Sustainability Reporting Directive (CSRD) will Stakeholder management must be practised ex see the light of day, endorsed by the European ante, at the policy-making stage, by integrating Parliament and the Council of Europe as a useful stakeholder concerns into the organisation’s tool for achieving sustainability goals, including strategies. climate neutrality by 2050. The introduction of the concept of double mate- Indeed, the timetable for the entry into force riality, which requires reporting not only on the of the new non-financial reporting obligations impact of the company on sustainability issues envisages a massive expansion of the scope of (inside-out perspective), but also on the impact companies affected, some from 2024 and others of sustainability issues on the company (out- from 2026. Among other things, even organisa- side-in perspective), also contributes to broad- tions not affected by the reporting obligations ening the scope of reporting, the mapping of 4 PaPers 218 stakeholders with whom to relate, and the type In the first book, environmental commu- of communication techniques and tools to be nication is investigated for the first time in deployed. all its complexity, with a multidisciplinary methodological approach, from the process- At the same time, just a year ago, the Global Al-es of training and professional recognition liance for Public Relations and Communication to the experiences developed within various Management 1 mobilised by launching a call to spheres ranging from infrastructure, com-support the appeal to the United Nations to add a panies, theatre, museums, utilities, etc. new goal to the Sustainable Development Goals dedicated to ‘Responsible Communication’, In the second book, the focus is on the in-starting with the recognition of the crucial role it vestigation of models, methodologies and plays in creating trust, consensus, dialogue, and tools to be made available to different organ-partnerships between different actors, which are isational and application realities, in an at-pre-conditions for the effective and transversal tempt to provide concrete answers to those pursuit of all the goals of the 2030 Agenda. who are accountable to regulations, inves- tors, consumers, other companies and insti- The origin of the research tutions and still find themselves unprepared. But in the face of an increased responsibility Now that the approaches and implementa- attributed to communication for sustainable tion tools have been mapped out, the natu-development and a greater awareness of com- ral next step becomes the field study, in or- municators in this regard at an international lev-der to understand whether communication el, what is the state of the art of environmental today is indeed already an asset that can make communication in Italy? a relevant and effective contribution to the sustainability path of organisations. Further- This issue has been analysed in two volumes more, the aim is to understand how strongly published - between 2020 and 2022 - by the for- and with what margins for improvement. mer working group dedicated to environmental communication of the Italian Public Relations On this topic, the comparison between the lit- Federation, integrated with other professionals: erature and practice highlights some relevant these are “Libro Bianco sul a comunicazione am-aspects, but also some misunderstandings. This bientale”2 and “L’anel o mancante. La comunica-sometimes makes it difficult for the external ob-zione ambientale al a prova del a transizione eco-server to distinguish good practice from bad. logica”.3 The complexity of a rapidly changing market and the pressure of public opinion on sustain- 1 The Global Alliance for Public Relations and Communication Management is the confederation of the world’s leading public relations and communication management associations and institutions representing around 360,000 professionals and academics worldwide. 2 Libro Bianco sul a comunicazione ambientale, Stefano Martello, Sergio Vazzoler (eds.); foreword by Rossel a Sobrero; contributions by: Federica Bosello, Matteo Colle, Emilio Conti, Stefania Itolli, Stefano Martello, Alberto Marzetta, Roberto Mezzalama, Gloria Milan, Riccardo Parigi, Maria Grazia Persico, Paolo Silingardi, Marco Tal uri, Sergio Vazzoler, published by Pacini Editore for the New Fabric series in 2020 3 L’anello mancante. La comunicazione ambientale al a prova del a transizione ecologica, Stefano Martello, Sergio Vazzoler (eds.); pref-ace by Ermete Realaci; contributions by: Giulia Armuzzi, Federica Bosello, Micol Burighel, Matteo Colle, Emilio Conti, Luisa Crisi-giovanni, Fabio Iraldo, Stefano Martello, Alberto Marzetta, Gloria Milan, Riccardo Parigi, Maria Grazia Persico, Massimiliano Pontillo, Marco Tal uri, Sergio Vazzoler; afterword by: Ottavia Ortolani; published by Pacini Editore for the New Fabric series in 2022. 4 PaPers 219 able development issues may sometimes push 2. the second involved the administration of companies to hastily adopt solutions, conduct the questionnaire to a sample of 100 organi- and communication approaches that are dis- sations, distributed throughout Italy, divided connected from a real corporate sustainability as follows: large companies, SMEs and public strategy. In this way, companies risk greenwash- institutions; ing. The desire to provide quick answers to the 3. the third phase consisted of processing the market and stakeholders does not allow for re- responses to the questionnaire and analysing flection and the identification of clear and meathe results; surable objectives, but gives way to isolated and 4. the fourth phase, which based from the find-unproductive communication initiatives, with ings that emerged from the analysis of the re- negative effects on internal relations and dia- sponses, consisted of an in-depth interview logue with stakeholders. with 7 organisations representative of the initial sample on 4 key macro themes: stake- We could mention, for example, the effects of holder engagement, reporting, measurement these choices on intergenerational dynamics, (KPIs) and double materiality. particularly on the younger generations. Often frustrated expectations, unmet needs and fears Research findings lead to reactions of anger and resistance that prevent the opening of a dialogue and inhibit The contact system strongly favoured the rela- any attempt to work together for change. In this tional aspect and the dialogue phase with the way, companies find themselves in a vicious cir- organisations. 36% of the identified sample re- cle that renders all communication efforts ster- sponded to the questionnaire, highlighting, al- ile. beit informal y, the reactive level and interest of the organisations involved in the macro topics investigated. Research methodology In 2023, the working group deemed it important The breakdown of responding organisations is to sound out the state of the art of sustainabili-as follows: 44% large companies, 42% SMEs and ty communication in Italy and its direct impacts 14% public sector organisations. through the analysis of the activities of a significant sample in terms of relevance of its impacts The findings are summarised below. made up of large companies, SMEs and Public 1. Knowledge of reporting tools: All those Institutions. involved in the survey are familiar with the sustainability report. Knowledge of the oth- In order to achieve this, the methodology of er tools (social report, environmental report, qualitative-quantitative analysis was used, ar- Non-Financial Statement, integrated report) ticulated in several steps consisting of different is functional to the type of organisation in-activities: volved. Furthermore, all organisations that 1. the first phase consisted of a 13-question responded indicated that they were familiar questionnaire designed to provide a snap- with at least 1 of the sustainability reporting shot of the state of the art on the following tools. This underlines the extent to which macro issues: sustainability reporting and its sustainability is now part of each organisa- tools, prevalence of ESG issues and factors, tion’s knowledge. organisational impacts, double materiality, 2. Realisation of communication tools: On stakeholder engagement and benefit taking; this issue, 72% of the sample declared that 4 PaPers 220 they realised or were in the process of real- report, which is central to the new European ising a sustainability report. The other tools sustainability reporting directive. are probably identified according to the type 5. Organisational profile “Sustainability of organisation, while 11% of the sample in- Committee” : just over half of the organiza-dicated that they do not implement any tools. tions involved have a Sustainability Commit- 3. Benefits of sustainability reporting: The or-tee in their organization chart. This means ganisations involved highlighted the benefits that, from an organisational point of view, listed below: there is a polarisation between those or- • improved business risk management 75%; ganisations that have planned and have an • improved active participation of relevant ad hoc committee to monitor sustainability stakeholders in business operations 75%; issues and those that do not have one. This • improvement in medium- to long-term fact leads us to reflect on the fact that, de- strategic planning 70%; spite everything, sustainability is still not ful- • easier access to line of credit 64%; ly accredited in the organisational profile of • easier access to public funding 42%; companies, making it more difficult to deal • strengthened brand reputation in investor with the complexity of the challenge/com- relations 61%; mitment. • improved economic performance 22%; 6. Significance of stakeholder relations: 97% • sustainability reporting is only a cost for of the sample consider stakeholder engage- the company 0%. ment activities to be very relevant, both The analysis of this data provides two imme- in terms of internal and external engage- diate indications. The first is the improvement ment. In terms of implementation meth- in the risk profile resulting from the introduc- ods, it is interesting to note that 50% of tion of sustainability reporting. Indeed, risk the sample define their engagement activ- analysis in all its senses is the basis for the ity as structured, while the remaining half double-materiality approach. The second is are taking steps to structure it. It is evident that sustainability reporting is not perceived that organisations are becoming aware of as merely a cost to the organisation, which is the importance of stakeholder engage- consistent with the results of the previous re- ment as a strategical y planned activity. sponses. Regarding stakeholder engagement meth- 4. Double-Materiality Approach: It is note-ods, the most commonly used are working worthy that 58% of the organisations sur- groups, company visits, the company web- veyed use double-materiality (inside-out site, newsletters, meetings, events and school risks and outside-in risks) in sustainability visits. reporting, which is real y interesting be- 7. Benefits of stakeholder engagement: The cause it shows how proactive organisations analysis shows that the benefits are related to are and how they anticipate the mandatory the risk management from an ESG perspec- requirement expressed in the CSRD. 19% of tive, to the values of the brand, to the brand the sample still use traditional materiality reputation, to improvement listening and di- that only analyses the organisation’s outward alogue as a process, to ensure the economic impacts, and 23% do not prepare a materi- and social growth. ality analysis. These last two figures allow us 8. Importance of communication and en- to argue that companies need to continue to vironmental communication: Commu- deepen their understanding of the subject in nication is confirmed as a strategic asset order to draw up a true double-materiality in the phases of building, governing and 4 PaPers 221 measuring the organisation’s relationship Specifical y, the following evidence emerged: with stakeholders. Particular emphasis is 1. Engagement: the main evidence concerns also placed on environmental communica-the need for a strategic and simultaneously tion activities, considered relevant by 86% widespread conduct that equal y interests of the sample, while 14% of the sample has all the organisation’s publics including those not yet implemented any communication that appear to be peripheral. By extending activities, a fact that makes it necessary to the scenario of listening first and then act- reflect on possible difficulties related to the ing, the strategy can cover all the expecta- complexity of the subject or the economic tions expressed by stakeholders and become and organisational effort required. a force capable of consolidating the brand’s In terms of the communication methods reputation at all levels and a natural antidote used by organisations, events (87%) are in to conflicts and polarisation of opinion. In first place, followed by the dissemination of this sense, the listening and planning phases the sustainability report (81%) and themat- assume a strategic value capable of acting ic visits to the organisation’s plants (71%). concretely to transform actions of a ‘sporad- This shows how organisations are “faithful” ic’ nature into projects hinged in time and to their mission, a fact also confirmed by the space. response on the “organisational impact” an- 2. Reporting: the sustainability report is con-alysed in point 5 and perhaps still far from firmed as a well-known and practised tool for establishing a more structured and coherent organisations. The objective is increasingly approach to the complexity that sustainabil- focused on towards the positive qualification ity expresses. of the relationship with the various stake- holders. Companies are increasingly using The second phase involved in-depth interviews this tool from an ESG perspective to mea- with 7 organisations selected as particularly sig-sure their social, environmental and gover- nificant for the sector of reference and the ob- nance impacts. And it is precisely the direct jectives of the research in order to explore three involvement of management in the process-key areas of sustainability communication iden- es of defining and reporting on sustainability tified in the analysis of the first phase: that is an important outcome of the prepa- 1. Engagement, ration of the report, which is becoming a 2. Reporting and useful tool for managing sustainability pol- 3. Measurement (KPI). icies, triggering innovative processes on the organisational and production front, and These three issues were investigated: implementing a rewarding relationship with a. The status of implementation, stakeholders. b. The critical issues encountered, 3. Measurement: Key Performance Indicators c. the results achieved and the impact on sus- (KPIs) are fundamental tools for measuring tainability policies. and managing an organisation’s success. In- deed, there is a growing awareness of sustain- In addition, the double-materiality approach ability in terms of measurement. KPIs for was analysed to verify the acceptability of this measuring sustainability impact are crucial new reporting parameter and to identify any for different organisations to track and as- critical issues. sess our environmental, social and economic contributions. These KPIs help organisations measure progress towards sustainability 4 PaPers 222 goals and demonstrate commitment to re- One critical area that emerged from the survey sponsible practices. In addition, transparen- is the fact that, in general, organisations do not cy in reporting these metrics to stakeholders have a Sustainability Committee in-house. This is essential to building trust and credibility in shows that, even today, sustainability is still not sustainability efforts. ful y accredited in the organisational profile, 4. Double-Materiality: Organisations are ap-making it more difficult to deal with the com- proaching double-materiality with caution, plexity of the challenge and commitments re- but with the awareness that they will need quired to transform sustainable actions into an to comply with a European regulation in the integrated long-term sustainability strategy. very near future. Double-materiality is a new and not easy issue for organisations to deal In conclusion, communication, including sus- with. At the moment, there is not as clear and tainability and environmental communication, defined a ‘literature’ on the subject to guide plays an important role in an organisation’s susthe way forward, and this is seen by some tainability path. For the future, it is emphasised organisations as a barrier to adoption. Oth-that communication will have to play an increas- ers, on the other hand, have already started ingly decisive role in the implementation of the to tackle the issue in a more pioneering way, sustainability strategy, both inside and outside trying to identify the difficulties involved in the organisation, weaving like a weaver the fab- analysing positive and negative impacts, in ric between the different competences and the defining the right stakeholders to involve, in relationships between the different categories of order to succeed in combining the two mate-stakeholders, for an increasingly integrated and rialities, the traditional one linked to impacts long-term process. and the financial one. Bibliography Conclusions G. Bologna, Manuale del a sostenibilità, Edizioni It is clear from the survey results and the inter-Ambiente, 2009. views conducted that sustainability has now be- Corporate Reporting Forum, Creazione di valore come part of the organisations’ knowledge base. e Sustainable Business Model. Approccio strate-All organisations are aware of the need to inte- gico al a sostenibilità, 2020. grate this paradigm into their communication methods as wel . C. Mio, L’azienda sostenibile, Laterza editori, 2021. Many organisations, especial y large companies, S. Martello, S. Vazzoler (ed. by), Libro Bianco already operate in this context, using its tools sul a comunicazione ambientale, Pacini Edi-and dynamics with awareness. tore, 2020. S. Martello, S. Vazzoler (ed. by), L’anello mancan-Despite the fact that almost all of the organisa-te. La comunicazione ambientale al a prova del-tions surveyed consider the stakeholder engage- la transizione ecologica, Pacini Editore, 2022. ment process to be absolutely relevant in risk management and brand reputation, only half E. Sasson (ed. by), Per un capitalismo inclusivo, of the sample stated that they are planning and Harvard Business Review, 2022. structuring this process, while the remaining half are in the process of structuring it. 4 PaPers 223 Academic publications create sustainable knowledge in funded projects Ruoslahti, Harri, Laurea University of Applied Sciences (Finland) Hytönen, Eveliina, Laurea University of Applied Sciences (Finland) Introduction and purpose of the study Diverse input helps facilitate innovation and The European Union (EU) promotes innova- complex problem-solving, as creativity is a tive col aborations across different sectors and source of new ideas and creative processes, and cross-borders, where multiple authorities, aca- it “is a complex and diffuse construct” (Alves et demic institutions, end-users, and industry are al., 2007, p. 28). Besides proposed innovations involved in innovation projects. Europe aims output, project results, and new knowledge for to increase its competitive advantage (Europe- innovation, external y funded innovation proj- an Commission, 2016). EU-funded innovation ects are expected to provide active project com- projects are part of the industrial innovation munication and dissemination. policies of the European Union (EU). Innova- tion projects bring together multiple stakehold- This paper describes an approach where the sus- ers that may have very diverse backgrounds to tainability of external y funded projects can be co- create knowledge through complex coopera-increased by creating knowledge by first focus- tion (Ruoslahti, 2018), and the Horizon program ing on academic publication of articles (also recal s for European research and development ferred to as papers) that then lead to more speci-initiatives to strengthen col aboration for innofied knowledge toward needed official outcomes vation (European Commission, 2019), “multi- and deliverables. This approach adds to project disciplinary and multisectoral networks can play communication and dissemination toward aca-important roles in members’ competitiveness” demic audiences. (Alves, Marques, Saur & Marques, 2007, p. 32). The research question is: How can academic EU-funded innovation projects may involve high publishing promote knowledge development in numbers of participants and they can, therefore, external y funded projects? be characterized as complex. This complexity can be seen as a positive characteristic as Bas- Literature sett-Jones (2005) for example, concludes that, The European Commission (2014) outlines that diversity can enhance creativity and innovation, communication on European research projects although when managed poorly, it can also be “a should aim at demonstrating the ways in, which cause of misunderstanding, suspicion and con- “European col aboration has achieved more flict” (p. 169). than have otherwise been possible” (p. 1) and how its outcomes are both relevant to the lives of 4 PaPers 224 us Europeans. In the context of external y fund- holders to create new knowledge. ed projects knowledge can be conceptualized as value (Ruoslahti, 2019). Project dissemination Co-creation involves communication and inter- Innovation Projects action (Gustafsson, Kristensson & Witell 2012). According to Franco and Pinho (2019) inno- Knowledge creation can be approached from the vation needs research to create technological perspective of co-creation, where col aboration advancements and new or improved products. requires communication among multiple actors EU-funded innovation projects are multi-stake- (Bhal a 2014, Galvagno & Dalli 2014, Pirinen holder projects, as their consortia are required to 2015). include multiple actors that represent end-users, industry, and/or academia (European Commis-Timely project communication on the success sion, 2019). Innovation network stakeholders of project activities is a core interest of projects need to put enough emphasis on discussing what during and even beyond, the lifespan of the proj-expectations they have for their relationships ect (European Commission, 2014). Dissemina- and the emergent culture during the innovation tion plans provide frameworks to coordinate and project (Mitleton-Kel y, 2005). Networks of re- manage communication activities throughout lationships are sustained through communica- the implementation of the project (GAP, 2016; tion, feedback, and inter-dependence. “When SAFETY4RAILS, 2020). Project dissemination they meet a constraint, they are able to explore includes both dissemination materials and dis-the space of possibilities and find a different way semination activities. (Hyttinen, 2017). of doing things, i.e., they are creative and innovative” (Mitleton-Kel y, 2005, p. 45). Projects The best use of project results is when they face internal or external crises to form turbulent are taken up by end-users, policymakers, the environments; “as many crises combine different scientific community, or industry (European kinds of threats, cooperation with other actors is Commission, 2014). Project dissemination of needed for their mitigation” (Vos, 2017). European Union (EU) funded research and in- novation projects should highlight achieving Organizations explore for alternative ways to more by col aboration than would have been work toward their aims (Mitleton-Kel y, 2005), possible without it (Hyttinen, 2017). and opportunities for encounters can support the co-creation of value by mapping end-us- Projects in themself function as organizations, er processes and practices (Payne, Storbacka & which each have a plan, vision, mission, clear Frow, 2008). Innovation projects can be studied budget, and schedule (Henriksson, Ruoslahti as systems and their global features should be & Hyttinen, 2018). Showing relevant outcomes seen as a whole (Aaltonen and Sanders, 2005). makes better use of results within the triple-he-Stakeholder management offers a systematic lix model of innovation with interactions be-approach to organize involved relationships be- tween academia (universities), industry and tween organizations and the stakeholders (Rol- government (Hyttinen, 2017). Main actor or- off, 2008). Knowledge co- creation is important ganizations in projects are partners by contract in promoting structured innovation and creativ-who work together to generate new knowledge, ity, which build competitive advantage (Bagay- skil s, and innovations (Henriksson et al., 2018). ogo et al., 2014). Nonaka and Takeuchi (1995) Learning by Developing (LbD) is an action advocate dynamic interactions between stake- model where projects are seen as learning en- 4 PaPers 225 vironments that provide a context with five The quality of project research can be improved dimensions: authenticity, experiential nature, by developing professionalism in the manage-partnership, creativity, and research orientation ment of external communication, and by active- (Laurea, 2011). Thus, projects can be seen as au-ly sharing best practices (Vos & Schoemaker, thentic environments, which employ experien-2004). Co-creation can improve resource inte- tial approaches in partnership to aim at creative gration in complex settings and offer a frame-innovations with a research-based orientation. work to design and manage co-creation process- The value that is authentical y created output, es (Frow et al., 2015), such as this article writing which comes from joint activities, shared ex-process. periences, and partnerships between its stake- holders seeking to enhance the reputation of Methodology the project, position its outcomes and internal consistency (Vos & Schoemaker, 2011). Project, The method of this study is participatory action partners co-create with stakeholders, so their research (Denzin & Lincoln, 1995) and co-cre-shared experiences become vital for dissemina- ative writing (Engeström, 2004). This method tion, where new competencies become built on was used in the Horizon 2020 funded project knowledge sharing between organized groups of ECHO, the European network of Cybersecurity experts and professionals (Pirinen, 2015). centres and competence Hub for innovation and Operations, task 9.5 (T9.5) Societal impact as-Wilson et al. (2010) find that a key dissemina- sessment. tion success factor is to interact with end users and Davis Cross (2015) notes that traditional The work in ECHO T9.5 was structured part- ways of sharing knowledge and interacting with ly to produce knowledge creation as individual end-users such as press releases, seminars and studies, many of which aimed at publishing aca- conferences should be coupled with modern demic papers. This was possible, as most outputs electronic platforms that provide secure possi-of T9.5 these individual studies did not include bilities for co-creative knowledge sharing and sensitive or confidential information. These indi-learning online. vidual studies produced an emerging and collec- tive body of knowledge that was then condensed and referenced when producing task outcomes Publishing project results and writing its three official deliverables. The key aim for dissemination is to make re- search results known to different stakeholder Researchers in ECHO T9.5 were encouraged to groups, such as academia, industry, professional structure the output of their work as academic end user organizations, and policymakers in a articles, which were submitted for publication planned and targeted way (European Commis- to relevant academic journals and conferences. sion, 2017). Project communication refers to the The choice of publication forum was left to the strategic and targeted measures that promote authors of each article. A paper was presented the project action and results to a multitude of at each of the two conferences, the 11th Inter-audiences, and possibly engaging in a two-way national Conference on Multimedia Communi- exchange, an example of which are articles that cations, Services and Security (MCSS 2022) and are presented in academic conferences to reach Digilience 2022 which were hosted in col abora- out to academic audiences to demonstrate how tion with the ECHO project. EU funding contributes to tackling societal challenges (European Commission, 2016). 4 PaPers 226 Results of these individual studies produced knowledge The sample of this study are 17 academic articles deliverable D9.13 Societal impact assessment published under the efforts of ECHO T9.5 Soci-toolkit. Seven studies created knowledge for etal impact assessment. These academic publica-D9.14 E-skil s & Training toolkit. The deliver-tions involved 14 authors. able D9.15 Selected case studies contains eight Firstly, these academic papers generated input studies, one of which also contributed to D9.13 to provide valuable knowledge and background (Table 1). content for the throughput efforts towards e.g., deliverables D9.13 Societal impact assessment The seventeen articles of the sample involve 14 toolkit, D9.14 E-skil s & Training toolkit, which different authors from three different organi-were the planned official outputs of T9.5. Sec- zations. Only two of these were by one author, ondly, eight of these published papers were in- which shows the co-creative nature of the T9.5 cluded as the individual cases that comprised efforts. Of these papers fifteen (15) were written the main body of text in deliverable D9.15 Se-co-creatively by two or more authors, four of lected case studies (Figure 1). them by three authors, and two of them by four authors. Figure 1 demonstrates that this practical project approach example demonstrates that focusing The published articles of the sample have been first on proving needed background knowledge cited a total of 46 times and have been present- as input, and work on this provide planned de- ed to audiences of approximately 310 conference liverables as outputs can be a very valid and re-participants. These efforts have also been report-warding way of knowledge creation in the con- ed as communication and dissemination efforts text of funded projects. This approach has also under the ECHO project. been adopted in another Horizon-funded proj- ect DYNAMO, where the task T3.2 Human fac- Besides these official funded ECHO efforts, the tors for dynamic resilience. project provided opportunities for student learning at the Laurea University of Applied Sciences, The sample of this article are seventeen (n = which was coordinator for T9.5. The total body 17) published academic papers produced back- of knowledge were elaborated and enrichened ground knowledge for the outputs of T9.5. Four by six bachelor’s theses that, though not part Figure 1: Academic papers published under the task for background knowledge and as part of deliverables. 4 PaPers 227 Table 1: Academic papers published under ECHO task 9.5. Confer- # Task Authors Title Published Cited ence audience (~) Showing evidence of safeguarding networks 1 ECHO Aaltola, K. & D9.13 Ruoslahti, H. in Cyber-Physical Springer, in press, 2021 - - Domains by Societal Impact Assessment Societal Impact Assess- Information & Secu- 2 ECHO Aaltola, K. & rity: An International D9.13 Ruoslahti, H. ment of a Cyber Secu- 2 - rity Network Project Journal, 46, no. 1, 53- 64, 2020 Societal Impacts of Hytönen E., Cyber Security in Ac- Proceedings of the 3 ECHO European Conference D9.13 Trent. A. & ademic Literature – a 1 40 Ruoslahti, H. Systematic Literature on Cyber Warfare and Review Security. 2022 ECHO Societal Impacts of WSEAS Transactions 4 D9.13 Ruoslahti, H. on Environment and and & Davis, B. Cyber Security Assets Development, 17, 1274- 2 30 D9.15 of Project ECHO 1283. 2021 Cyber Range (CR) ca- European Conference Aaltola, K., pabilities, interactions on Cyber Warfare and 5 ECHO Ruoslahti, H. and features in acqui- Security (ECCWS) D9.14 & Heinonen, sition of cyber skil s 2022 2 45 J. by experts – Empirical study Ruoslahti H., Cyber Skil s Gaps – a 6 ECHO Coburn, J., Systematic Literature Connections: The D9.14 Trent, A. & Review of Academic Quarterly Journal. 2022 5 - Tikanmäki, I. Literature From Classroom to Information & Secu- 7 ECHO rity: An International D9.14 Ruoslahti, H. Online Teaching – A 5 - Case during COVID19 Journal, 46, no. 3, 285- 292. 2020 Organizational Learn- Information & Secu- 8 ECHO Ruoslahti, H. ing in the Academic rity: An International D9.14 & Trent, A. Literature – Systematic Journal, 46, no. 1: 65- 12 - Literature Review 78. 2020 4 PaPers 228 Table 1: Academic papers published under ECHO task 9.5. (continued) Pöyhönen, J., Cyber Situational Annals of Disaster Risk Awareness in Critical Sciences: Special issue 9 ECHO Rajamäki, J., D9.14 Ruoslahti, H. Infrastructure Protec- on cyber-security of 10 - & Lehto, M. tion critical infrastructure, Vol 3, No 1. 2020 The 11th International Ruoslahti, H. Conference on Mul- 10 ECHO Societal Impacts of D9.15 & Heinonen, timedia Communi- 45 J. Cybersecurity cations, Services and Security – MCSS 2022 Proceedings of the 20th European Conference Rajamäki, J. ECHO Federated on Cyber Warfare 11 ECHO Cyber Range as a Tool and Security. Eze, T., L. D9.15 & Ruoslahti, - 40 H. for Validating SHAPES Speakman & C. Onwu- services biko (Eds.), Academic Conferences Interna- tional, Reading. 2022 Aaltola, K., Ruoslahti, H. Desired cybersecurity European Conference 12 ECHO & Heinonen, skil s and skil s acquion Cyber Warfare and D9.15 J. sition methods in the Security (Vol. 21, No. 1, - 40 organizations pp. 1-9). Empirical study on Digital Transformation, Cyber Security and 13 ECHO Aaltola, K. cyber range capabili- D9.15 ties, interactions and Resilience of Modern 6 - learning features Societies, Springer. 2021 Cybersecurity Work- Presented in ICCWS Rathod, P. & force Capacity Build- 2020 15th International 14 ECHO ing: a case of special- D9.15 Kämppi, P. isation studies within Conference on Cyber - 45 the undergraduate pro- Warfare and Security, gramme Norfolk, USA. 2022 Ruoslahti, H. Impacts of Cybersecu- Tulevaisuudenkestävä 15 ECHO & Tikanmä- bisnes–osaaminen sys- D9.15 ki, I. rity on Skil s Develop- 1 25 ment and Leadership teemeissä: johtaminen ja yrittäjyys–osa 4. 2022 4 PaPers 229 Table 1: Academic papers published under ECHO task 9.5. (continued) International Confer-Tikanmäki, I. ence on Multimedia E-Skil s in Cybersecu- Communications, Ser- 16 ECHO & Ruoslahti, D9.15 H. rity vices and Security (pp. - 35 36-48). Cham: Springer International Publish- ing. 2022 Frisk, I., Ti- Case Laurea – ECHO 17 ECHO D9.15 kanmäki, I. & E-skil s and Training Digilience 2022 - 30 Ruoslahti, H. Toolkit TOTAL 46 310 Table 2: How the published articles relate to attributes from literature. Attributes from literature How the published articles relate Co-creative col aboration requires communica- Fifteen articles published under the case task tion among multiple actors (Bhal a, 2014) were written co-creatively by two or more au- thors: four by three and two by four authors Dissemination plans provide frameworks to These articles were coordinated research ef- coordinate and manage communication activities forts, which doubled as communication and (SAFETY4RAILS, 2020) dissemination activities Highlight achieving more by col aboration than would have been possible without it (Hyttinen, Co-creative research efforts and ensuing aca-2017) demic papers achieved more by col aboration New competencies become built on knowledge These academic papers show fifteen practical sharing between organized groups of experts and examples of how competencies become built professionals (Pirinen, 2015) on knowledge sharing ECHO experts Key aim to make research results known to differ- These academic papers show seventeen ex-ent stakeholder groups, such as academia (Euro- amples of making research results known to pean Commission, 2017) academia Co-creation can improve resource integration The co-creative writing process helped im- and framework for co-creation processes (Frow et prove resource integration for a co-creation al., 2015) process in the case task. 4 PaPers 230 of the funded efforts of ECHO, were written in On a wider note, authored academic publica- col aboration with the task T9.5, and 150 ECTS tions provide an excellent basis project public from student assignment which also drew from relations as practical dissemination messages, the work of this task. professional articles, and web, newsletters, or blog posts. This same approach has now been Co-creative col aboration requires communi- adopted to the DYNAMO, Dynamic Resilience cation among multiple actors are demonstrated Assessment Method including combined Busi- in that fifteen articles published under the case ness Continuity Management and Cyber Threat task ECHO T9.5 were co-creatively written and Intelligence solution for Critical Sectors -project involving multiple authors. Dissemination plans task T3.2 Human factors in business continuity can provide clear frameworks to coordinate and management and resilience development. manage communication activities, and these ar- ticles demonstrate an example of coordinated The work in DYNAMO T3.2 during the spring research efforts to create knowledge and could of 2024 will be organized accordingly to co-cre- also be reported as communication and dissem- atively write 10 – 15 academic papers that can ination activities. These academic papers show be submitted for publication. These papers will seventeen practical examples of openly sharing create a body of knowledge that will be used to knowledge and making research results known write the T3.2 section in the DYNAMO deliver- to academia. Co-creation can improve resource able D3.2 integration and provide a framework for co-cre- ation processes, and the co-creative writing This approach is not suitable for all project tasks. process under the case task ECHO T9.5 helped When the data is sensitive and outputs confi- improve resource integration for a co-creation dential, open academic publications may not process in the case task. be possible. However, even though in such cas- es limited studies from open-source materials Conclusions could help provide needed background for the more sensitive efforts or restricted deliverables. First, where appropriate, this approach serves The potential of article volumes as high as in to promote knowledge creation and transfers. this case example of ECHO T9.5 or the planned Co-creative writing within the efforts of exter- efforts of DYNAMO T3.2 may not be possible, nal y funded projects can improve resource in- but any publications are a plus for knowledge tegration within the project task in question and creation, dissemination, and co-creative writing provide a framework for co-creation processes processes. for knowledge creation. The academic implications of this study are that An additional practical implication of these re-it demonstrates increased academic visibili- sults is that project output communication can ty. Publications in both academic journals and be used to help guide and focus project input conferences promote open academic discussion. and throughput communication, and work ef- Conference presentations especial y promote forts in ways that promote knowledge creation timely face-to-face discussions and connections, and dissemination in academic forums. These which may result in future col aborations be- academic publications may also serve individual tween cross-border researchers across scientific authors as part of their doctoral studies and as sectors. overall academic merit. 4 PaPers 231 More study is recommended on the outreach of Engeström, Y. 2004. New forms of learning in the knowledge from academic papers. This study co-configuration work. Journal of Workplace has only looked at the numbers of citations and Learning, Vol 16 ½, 2004, Emerald Group sizes of conference audiences. More in-depth re- Publishing Limited, 11-21. sults could be gained by looking at if and how European Commission (2014). Horizon 2020, these ideas presented in the sample articles have Communicating EU research and innovation been used to integrate further new knowledge. guidance for project participants, Version 1.0, All these implications help promote the sustain- 25 September 2014. ability of the project and its results. This has been the case in ECHO T9.5 and is expected to be so European Commission (2016). Webpage: What also in DYNAMO T3.2, where research efforts is the difference between dissemination, ex- will aim at published articles to produce needed ploitation and communication? Research background knowledge for official outputs. and Innovation. Participant Portal, available at: https://ec.europa.eu/research/participants/ Acknowledgement portal/desktop/en/support/faqs/faq-933.html (accessed 25 May 2017). 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An investigation of CSR reporting and media coverage in different industries 2020-21 Sievert, Holger, Macromedia University of Applied Sciences Cologne (Germany) Meißner, Florian, Macromedia University of Applied Sciences Cologne (Germany) Hetzel, Esther, Macromedia University of Applied Sciences Cologne (Germany) Introduction to implement sustainability on a normative lev- In 2015, the UN introduced the 17 Sustainable el all over their organisation including external Development Goals (SDGs) (United Nations, stakeholders to create positive development. But 2018) to build a common ground for generat-how sustainable are sustainability (self-)reporting worldwide improvement in a variety of ar- ing and sustainability-related media relations of eas related to environmental, social, economic, companies? What are the sustainability issues and ethical aspects. Adopted by all 193 United they are focussing on? And what differences re- Nations member states, the plan offers “a shared lated to the mentioned topics can be observed blueprint for peace and prosperity for people between different countries or industries? This and the planet, now and into the future” (United paper will present two exploratory quantitative Nations, 2018, n.p.). Ongoing sustainability cri-content analyses. The first study examines if, and ses require leaders to be ready for fast-changing to what extent, the UN’s 17 Sustainable Goals are circumstances and sustainability management represented in formal reporting of the German to be established on a strategic (change) level Stock Index DAX 30 and the listed companies on (Boone et al., 2020). the Dow Jones Industrial Index. Study 2 looks at how and to what extent daily newspapers, mag-Crises and change are also driving forces behind azines and trade journals in Germany, Austria, the Public Relations profession that understands and Switzerland report on the topic of sustain-sustainability very general as the ability of a sys-ability in the financial, media and in Germany. tem to maintain continuity over time (see the Call for Papers of this conference). It therefore Theoretical Foundation & State of the seems more and more important that companies Research include sustainability communication on a pro- In the following, key terms are defined, and an fessional level. This is necessary in order not only eclectic state of research is presented. Due to the to safeguard their existence in the long run, but limited scope of this paper, only a few selected also in a short and medium-term perspective, studies are cited to provide a brief overview of 4 PaPers 234 research on ESG management, CSR manage- of environmental and social goals as well as re- ment and sustainability management and relat- sponsible corporate governance (von Jürgen- ed communication. sonn & Köster, 2021). As a term for a more holistic concept of sustainability, ESG seems to be Sustainability, CSR & ESG in general gaining acceptance in recent years and also to be replacing the previous use of the CSR concept in The concept of sustainability was first defined many areas. However, it is most frequently used by the World Commission on Environment in relation to financial reporting (as recently also and Development (WCED) in December 1983 criticised in this context, as other papers in these (United Nations, 1983). In its famous so called conference proceedings show). “Brundtland Report”, the WCED (1987) empha- sises that technology and the behaviour of or- ganisations of all kinds are the decisive factors Management of sustainability, CSR and ESG for successful sustainability. In 2015, as men- as a more specific aspect tioned above, the United Nations presented the Sustainability management refers more specifi- 17 Sustainable Development Goals (DGs) (Unit- cal y to the management practices of a company ed Nations, 2018). A detailed presentation of the aimed at its sustainable development. Looking individual goals will be omitted here, as they will at modern industry, it can be said that sustain-appear in the later analyses and are easily acces-ability management primarily refers to the eco- sible via the cited sources. nomic production and consumption of services and products from the perspective of protecting CSR stands for “Corporate Social Responsibil- and preserving the environment and its resourc- ity” and pursues the idea that companies, with es (Cohen, 2011). As sustainability management a special focus on internal and external stake- has become indispensable, the corresponding holders, commit themselves to ecological y and research is also growing. In a recent study, more ethical y correct actions under the aspect of than 40,000 articles from 27 leading manage- corporate success and are also guided by social ment journals were examined to find out how values (Hopkins, 2012). CSR defines the range and whether sustainability is positioned as a of obligations a company has towards society separate research discipline in the management (Carrol , 1971). Wood (1991) distinguishes be- environment (Dordi & Palaschuk, 2022). The tween different levels of CSR. In this context, the authors found that the discourse on sustainabil-institutional level of CSR is the way a company ity management is increasing and that more and legitimises itself. The World Business Council more articles address this topic. The study also for Sustainable Development (WBCSD) defines shows that there is still a lot of research to be CSR as the moral behaviour of a company to-done in the field of sustainability management. wards society (World Business Council for Sus- CSR management means in this context that tainable Development, 1999). companies maintain their core activities and additional y focus their activities on their so- The term ESG stands for “Environmental, So- cial responsibility. The focus is on customers, cial, Governance” and was popularly first used employees, other relevant stakeholder groups in a 2004 report entitled “Who Cares Wins,” a and society as a whole (Wunder, 2017). Gam- joint initiative of financial institutions at the erschlag et al. (2010) showed that a company’s invitation of the United Nations (The Global profitability correlates positively with a higher Compact, 2004). It means that corporate finan-implementation of environmental information cial goals go hand in hand with the fulfilment in corporate CSR communication (Gamerschlag 4 PaPers 235 et al., 2010). According to Schaltegger (2011), Communication of sustainability, CSR and sustainability commitment influences the envi- ESG as focus of this paper ronmental success of companies to an unprec- An important aspect of sustainability, CSR and edented extent, with the type of corporate gov- ESG as well as their management is the corre- ernance in particular influencing the relevance of sustainability for corporate success. However, sponding professional communication. In the Crane et al. (2017) conclude that there is not yet literature, especial y CSR communication has a clear answer to how CSR management affects a received a lot of attention. It can be understood company’s profitability, as appropriate methods as a special, yet fundamental aspect of CSR (or, and measurement indicators are being devel-more general y, of sustainability and ESG). This oped slowly. aspect functions as “a process of anticipating stakeholders’ expectations” linked with an “ar- ESG management focuses on the fact that com- ticulation of the respective sustainability policy panies must not only pay attention to economic […] to provide true and transparent informa- factors in their business activities, but also take tion about a company’s or a brand’s integration sustainability factors into account; the idea of of its business operations, social and environ-is that companies fulfil their social responsi- mental concerns, and interactions with stake- bility, but also optimise their corporate success holders” (Podnar, 2008). Schoeneborn & Trittin through a sustainable and responsible orienta- (2013) highlight CSR communication’s role as tion (Conrads et al., 2021). ESG management an instrument to influence the perception of the also means that investment decisions of compa-organisation by the stakeholders. However, their nies should be based on classic, financial compo-instrumental perspective limits CSR communi- nents paired with social, environmental, ecolog- cation to a transmission function only. There- ical and governmental factors. When companies fore, the objective of research in the area is to take into account environmental aspects in their find techniques to communicate CSR messages managerial decisions, it means that, for exam- more effectively to stakeholders (Bhattacharya, ple, emissions, energy consumption or other en- Sen & Korschun, 2011). vironmental initiatives are included. The social responsibility of a company can be measured According to the literature, sustainability, CSR by the fact that companies assume and take into and ESG communication is becoming increas- account, for instance, appropriate working con- ingly important to attract customers, investors ditions and human rights. The analysis of a com- and business partners: The origin of this de- pany’s performance in a governance dimension velopment can be found in the financial sector, therefore refers to efforts against corruption, where due to negative previous experiences, in- tax payments, actions of the CEO or the inde- vestors have agreed to place ESG-related issues pendence and transparency of various corporate as a prerequisite for investment. From there, a bodies (Silvola & Landau, 2021). A quantitative whole web of sustainability, compliance and bibliometric analysis of 981 articles from over CSR communication has developed (Germann 141 journals published on ESG management be- & Seitz, 2022). And since at least a decade, cli-tween 2001 and 2021 (Senadheera et al., 2022) mate change was one of the core factors for sus- showed that the number of articles on ESG al- tainability-related communication of all kinds most doubled every year from 2017 onwards; (Newig, 2011). It therefore offers a variety of opone reason for this is that the results of ESG rat-portunities for future research (Pan et al., 2022). ing providers have an impact on direct financial From a practical perspective, successful sustain-aspects, among others. ability communication is associated with vari- 4 PaPers 236 ous factors. On the one hand, companies must Turunen & Halmen, 2021), food (de Leon et al., implement a thematical y appropriate strategy 2021), forestry (Lähtinen et al., 2017), logistics that is communicated external y (Heinrich & (Piecyk & Björklund, 2015; Centobelli et al., Schmidtpeter, 2018). Corresponding specialised 2020), mining (Lodhia, 2014), real estate (Masal-reports by companies are therefore indispen- skyte et al., 2014), retail (Simões & Sebastiani, sable for enhancing their reputation in society. 2017) shipping (Wang et al.), tourism (Bogren & Above al , however, they offer orientation for in-Sörenson, 2021) or wineries (Dressler & Pauno-vestors. A study that examined the potential of vic, 2021). However, research to date offers only ESG factors and related indicators in relation to little insight into sustainability across industries. their competitiveness using a sample of selected However, for the sake of brevity and with a view sustainability reports shows that the frequency to our own empirical analysis presented below, of ESG-related buzzwords is increasing signifi- this paper will concentrate on the finance, media cantly (Jilkova & Knihova, 2022). and sports industry. But not only the external, also the internal side For the finance industry, sustainability and re-of CSR communication is crucial (Bekmeier et lated communication seems to be a high priority al., 2017; Duthler & Danesh, 2018; Song & Tao issue. A lot of information on this can be found 2022). Based on several empirical studies dealing in surveys dealing with Corporate Responsi-with an insurance case, Sievert & Wagner (2017) bility Reporting’s including communication could show that the conditions which influence of e. g. investment companies. In this context, the sustainability processes are predominantly KPMG International’s (2022) “Survey of Cor- top-down oriented and even if participation is porate Responsibility Reporting” demonstrates required, it is rarely realised. According to Siev-that “sustainability reporting has become an ac- ert al. (2021), only if these structures and the hi-cepted part of disclosure and transparency for erarchies behind them are cultural y much more many large companies, with a continued uptake open, internal CSR communication can become of sustainability reporting global y and increas-part of sensemaking processes within the or- ing integration into mainstream financial re- ganisation: “If companies real y want to act in porting.” European companies have emerged as more responsible way, a more communicative global leaders in this regard (Campagnolo et al., approach is needed concerning CSR commu-2015). In this context, some authors have devel- nication and management. In this context, CSR oped “archetypes” e. g. for the banking industry communication via internal social media can be (Yip & Bocken, 2018). But KPMG International a role model for more interactive internal com- (2022) also states that “this work is challenging munication in general.” and growth in reporting has slowed as compa- nies focus inward, assessing the investment nec- State of research on sustainability, CSR and essary to mitigate their risks and take advantage ESG communication in different industries of the opportunities that have come to light”. In addition, there is quite a lot of recent litera-Concerning the media and communication in- ture available about sustainability communica- dustry, the prioritisation of sustainability appears tion concerning individual industries. Examples to be limited. In democratic countries, journal- are the airline industry, (Zieba & Johansson, istic media typical y function as watchdogs of 2022), automotive (Cioca et al., 2019), civil ser-those in power but they rarely criticise each oth-vice (Laužikas & Miliūtė, 2020), especial y fash-er, which is why media journalism (journalistic ion (Da Giau et al., 2016; SanMiguel et al., 2021; reporting of the media industry itself) is rela- 4 PaPers 237 tively marginal (Neverla, 2019). The few exist- differentiated (François et al., 2021). All in al , a ing empirical findings in this regard are mostly “pragmatic perspective on the future of sustain- related to how news organisations report on sus- ability in sport”, as postulated by Kellison and tainability issues in the broader (non-journalis-McCullough (2018), seems to be predominant tic) media environment, for example regarding in this industry. new digital technologies (Brantner & Sauerwein, 2021) or issues of data protection and data se-Theoretical conclusions & selected hypotheses curity in digital environments (Meissner & von on both studies within this paper Nordheim, 2018). Furthermore, it is worth men- tioning a conference of the “European Media The theoretical foundations and the state of the Management Association” (EMMA) in 2021 on research have shown clearly that sustainability, the topic of “Media Management and Sustaina-CSR and ESG are overlapping concepts both bility”. In this context, a special journal publica-from an academic and managerial perspective. tion has been announced, but is not yet available At the same time, they are still different subjects except some first articles with a much broader, with non-identical perspectives. We therefore also economic understanding of sustainability decided to use the United Nations’ 17 Sustain- (Bomnüter et al., 2023). Further specific und able Development Goals as a comprehensive specialised analysis on the media industry and framework including a broad variety of sustain- its sustainability have been done also out of the ability dimensions. Based on this multi-faceted two presented research studies in this paper and concept, this paper will from here on consist-will be published soon separately (Sievert et al., ently use the term “sustainability communica-forthcoming). tion”. If comes to the sports industry, a lot of existing With a view to the literature on sustainability literature can be found dealing directly or indi-and its communication, it also became clear that rectly with the major North American profes-climate action is the most frequently addressed sional leagues (e. g. Ciletti et al., 2010; Mallen SDG in recent years. In addition, differences be-et al., 2013; MuCullough, 2020). In comparison, tween U.S. American and European sustainabil- however, it looks like sustainability communi- ity reporting were mentioned. But most notably, cation is not perceived as that important in this there are important differences between indus-industry. A current overview is provided, for extries regarding sustainability communication. ample, by Cury et al. (2023), who observes sus- Based on these observations, this paper will fo- tainability and its communication “as an emerg- cus on the following six hypotheses: ing field with predominantly North American • H : Climate Action is by far the most fre- 1 (in terms of both authorship and geographical quently mentioned SDG in companies’ doc- settings) studies”, stating a high need for fur- uments. ther development. The comparatively quite few • H : European companies address a greater 2 European studies emphasise a lot of national variety of SDG issues in their reporting than differences (François et al., 2019): Communica- American. tion by French clubs obviously “tends to high- • H : There are huge difference between indus- 3 light sport’s values, involve few media channels, tries related to which SDG sectors are cov-whereas communication by UK clubs explicitly ered. vaunts their social responsibility and involves • H : Climate Action is by far the most fre- 4 numerous channels.” The situation for interna- quently mentioned SDG in the media cover- tional Corporate Brands seems to be even more age during 2020-21 4 PaPers 238 • H : Depending on the industry, media cov- ing of the sustainability aspect within each ar- 5 erage on SDG tends to be either a side aspect ticle, among other variables. The time frame or an exclusive report. was November 1, 2020, until October 31, 2021. • H : The tonality of media reporting on sus- The sample included a broad range of websites, 6 tainability issues differs a lot between indus- most of which belong to relevant newspapers, tries. magazines, and business papers predominant- • Hypotheses 1 to 3 will be answered with ly from Germany, but also featured key outlets the first study conducted within this paper; from Austria and Switzerland. With regard to study two will focus on hypotheses 4 to 6. both industries, relevant articles were selected The overall methodology for both studies according to the prevalent, sustainability-related will be presented in the following chapter. keywords in the finance and the media industry. Both database queries have been elaborated iter- Methodology & Limitations atively until a sample with a tolerable amount of false positives was achieved. The primary aim, This paper presents two exploratory studies thus, was not to compare the absolute numbers which are both based on quantitative content analyses of sustainability communication while of articles on all industries, but rather to have a adopting different perspectives (internal and ex-solid sample for the analysis of sustainability di-ternal). The first study examines if, and to what mensions addressed in media reporting.2 extent, the UNs’ 17 Sustainable Development Goals are represented in formal reporting of Concerning the methodology, it should be not- the German Stock Index DAX 30 and the listed ed that both studies have clear limitations: The companies on the Dow Jones Industrial Index. first exploratory study focuses only on large Applying a quantitative content analysis, 314 fi-European and American companies. The lim- nancial and non-financial documents from 2018 itations of the second study are mainly related to 2020, and 230 website sections, concentrating to thematic differences within the different in-in one way or the other on Corporates Values, dustries (sports, finance, media), which is why CSR, Sustainability, SDGs and Covid-19, are an- it was not possible to use the same keywords. alysed. For this purpose, the broad sustainability Furthermore, the SDGs are broad categories that definition mentioned above was used. The data do not allow for a more differentiated analysis. collection process took place from May 1, 2020 Final y, it should be mentioned that due to dif- to May 25, 2020.1 ferent approaches, the two studies delineate the media industry as an industry a bit differently. For the second study, we conducted a manual For reasons of space, the following presentation content analysis (n = 1017) of online news re-of results for this paper concentrates on the hy-porting containing topical keywords related to potheses. By the way, for the sake of clarity in sustainability in three industries (media, sports, the partly very complex figures, decimal places and finance). Besides the SDG categories, the have been omitted from Study 1 here and in the authors also coded the tonality and the weight- following for this paper. 1 For this first sub-study, the authors would like to thank Castulus Kolo and Sofia Matt for the fruitful col aboration. 2 The authors also like to thank the participants of a student project in the Media and Communication Management Master’s program at Macromedia University, who contributed significantly to the data collection of this second sub-study, namely: Tom Brinckmann, Susanne Bruns, Cenk Erdem, Philipp Leben, Justin Lissner, Simon Lorscheid, Joris Müller, Fabian Richter, Lucas Schmitz, Viktoria Schulte-Witten, Markus Strausfeld. Final y, we also would like to thank the partner of the second project, the media intelligence firm pressrelations. 4 PaPers 239 4 Selected Results differences with regard to how often SDGs were Hypotheses linked to Company reports, inter- addressed. nal documents and websites H : European companies address overall much H : Climate Action is by far the most frequently 2 1 more SDG issues in their reporting than Amer- mentioned SDG in the companies‘ documents ican The results (figure 1) show that a general reference to SDGs is made in about 70 per cent of DAX companies have a higher SDG represen- all documents and website sections. In roughly tation than Dow Jones companies as visible in 30 per cent of all analysed data there is no ref-figure 2. The 17 SDGs among all Types of Me- erence to SDGs. This hypothesis could not be dia Divides by DAX and DJ shows that the mean confirmed. “Climate Action”, although ranking value for the DAX is 14.2 per cent and for the highest, was not by far the most frequently men- DJ 7.9 per cent. Thus, the second hypothesis was tioned SDG in the companies’ documents. It was confirmed. mentioned 16 per cent in total—and closely fol- lowed by SDG 8 “Decent Work, Growth” with A total of 264 DAX companies and 299 DJ com- a total of 15 per cent. “Consumption and Pro- panies were examined in the study. First of al , it duction” as the 12th SDG was mentioned a total can be seen that DAX companies often address of 14 per cent in the documents of the compa- by far more SDG topics in their reporting. What nies surveyed. This shows that there were no big is particularly worth mentioning is that not Figure 1: Ten most frequently mentioned SDGs among all types of analysed media (Study 1; n= 314; multiple assignments possible. 4 PaPers 240 a single SDG was addressed more often by DJ H : There are huge difference between industries 3 companies than by DAX companies. Only pov- related to which SDG sectors are covered erty was addressed by both DJ and DAX compa- nies with 5 per cent each. The biggest difference There are huge differences between industries can be seen in the reporting of the ninth SDG visible in figure 3 and therefor this hypothesis “Industry and Innovation”. In the case of Amer- can be considered confirmed. Obviously, many ican companies, this SDG was only addressed industries do focus a lot on SDG which seem to in 5 per cent of the cases examined. In contrast, be very closed to their business. 17 per cent of German companies report on this SDG. As examples can be mentioned “Affordable and clean energy” (21 per cent) for the “Ener- gy, Chemicals, Industry Suppliers” field, “Good Figure 2: Representation of 17 SDGs among all types of company owned media by DAX and DJ (Study 1; n = 314); multiple assignments possible.) 4 PaPers 241 Health, Wel being” (also 21 per cent’) for the aim. “Pharmaceutical and Health Care” companies or “Climate Action” (22 per cent) for the “Auto- However, only within the context of “Informa- motive, Aerospace, Machinery” industries. The tion Technology, Media, Telecommunication” situation for Financial Services and linked busi-there seems to be a real y addressing of very dif-nesses as well as for the group led by Fast Mov- ferent SDG sectors with three around 20, seven ing Consumer Goods is quite more dispersed around 15 and another four around ten per cent. without having one clearly leading sustainability This could be understood as an indicator that the Figure 3: Distribution of SDGs among various industry fields (Study 1; n= 314; multiple assignments possible). 4 PaPers 242 media-related companies analyzed do take the This hypothesis has to be rejected. “Climate approach of the UN SDGs a bit more holistical y Action“ is only the second most frequently ad- than others do. However, one could also ask if dressed in the context of the finance industry maybe media companies’ SDG communication (24.0 per cent) after “Sustainable Consumption might be more professional and better in reality. and Production” (36.6 per cent), and it does not play any significant role in the sports or the me-Hypotheses linked to media news coverage dia business (figure 4). This is quite surprising H : Climate Action is by far the most frequently given that, for instance, the film industry has an 4 mentioned SDG in the media coverage during enormous carbon dioxide footprint due to high 2020-21 energy consumption or professional sports clubs Figure 4: Distribution of SDGs with a minimum prevalence of 5 per cent (Study 2; n = 1017; multiple entries possible; percentages refer to the total number of coded SDGs within an industry). 4 PaPers 243 due to frequent air travel. H : Depending on the industry, media coverage 5 on SDG tends to be either a side aspect or an If we take a deeper look at the data, we find exclusive report that media reporting pays attention to very dif- ferent aspects of sustainability depending on Due to the limited interest of journalism in cov-the industry. While “Sustainable Consumption ering its own business; as mentioned above in the and Production”, as already mentioned, domi-literature, it was assumed that how prominently nates coverage of the finance industry, the most sustainability issues are addressed in reporting frequently reported dimensions in the sports (with regard to the thematic focus of the coded and the media business are “Decent Work and articles) would also differ. The data confirm this Growth” (23.5 per cent) and “Peace, Justice, and at least to a certain degree concerning the media Strong Institutions” (35.2 per cent) respectively. industry, where sustainability topics have clearThe latter, which may at first sight seem surpris-ly the lowest proportion of exclusive reporting ing, is probably due to media’s watchdog role on such topics, at 22,7 per cent. Finance comes in society, which has increasingly come under in at 43,9 per cent and sports at 49,0 per cent. pressure around the world in recent years. However, concerning the media industry, the Figure 5: Focus on sustainability in media coverage per industry (Study 2; n= 1.000). Figure 6: Tonality of media coverage by focus (Study 2; n= 1001). 4 PaPers 244 second most prominent category is the most self-reporting and external media coverage in frequent across all industries with 52,3 per cent. different industries. Finance and sports have only 38,6 per cent and 21,7 per cent respectively in this category. The First, the analyses conducted here shows very hypothesis can therefore only be confirmed to a clearly a high degree of differentiation already limited extent. It is striking, however, that when within, but also between (self-)reporting and sustainability is addressed in the media coverage media coverage regarding sustainability issues. of all three industries, it is usual y the dominant Among other aspects, the importance of climate aspect within the respective articles. This is quite action as a key SDG was not as high as expected surprising given the overall relatively low atten-in both studies. Study 1 showed that European tion towards sustainability in the sports and me-countries devote more attention to SDG issues dia businesses. than the U.S. corporations. Study 2 showed that the tonality and the thematic focus of media re- H : The tonality of media reporting on sustain- porting depended a lot on the industry covered. 6 ability issues differs a lot between industries. Secondly, the country and industry-specific This hypothesis could be confirmed, as the fi- variables also have several implications that nance industry as a whole was rated 56.9 per practitioners of sustainability communication cent positive and rather positive, followed by the should be aware of. The range of professional-sports industry with 17.7 per cent and only last ly manageable aspects is probably very limited. the Media industry with 15.8 per cent. It is con-E.g., tonality can probably only be influenced to spicuous that sustainability coverage related to a very limited degree by communicators. Stud-the media industry is predominantly neutral— ies like the one presented here can help practi- while the finance industry shows a slant towards tioners to better understand the complexity and a positive tonality and coverage of the sports detail of sustainability communication and a ne- industry has a slightly negative tonality. This is cessity for a very high degree of specific profes-another evidence how coverage differs between sionalisation. industries. In other words, there seems to be a general tendency in each industry regarding Thirdly, the paper entails clear limitations as the tonality when it comes to media coverage of mentioned in the methodology, but it also sustainability. This implies that it might be more demonstrates some of the potential for future difficult e. g. for a PR professional in the sports research that may allow for a broader in-depth business to get sustainability coverage with a knowledge. In this context, there are many de-positive tonality. On the contrary, it appears to siderata already for each individual study, e.g. a be relatively easier in the finance industry to do broader international approach. Also, it would so. An alternative interpretation would be that be desirable to develop an „all in one“ study on communicators in the finance industry are more sustainability communication comparing (self-) effective in generating positive reporting as com-reporting, media coverage, and – additional- pared to their colleagues in the sports business. ly – self-reflection of professionals, combining different industries in one integrative research Conclusion design instead of many industry-specific studies. All in al , theory building and research on com- The aim of this paper was to showcase internal parative sustainability communication is still and external aspects of sustainability commu- at the very beginning. 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United Nations. 4 PaPers 249 Professional Sustainability in a Time of AI-Generated Disinformation: A Challenge for Public Relations and Communication Management Practitioners Swiatek, Lukasz, University of New South Wales (Australia) Vujnovic, Marina, Monmouth University (USA) Kruckeberg, Dean, UNC Charlotte (USA) Galloway, Chris, Massey University (New Zealand) Although disinformation – the “deliberate information to be expanded significantly, the spread of misleading or biased information” speed of its distribution to be accelerated, and its (McCorkindale, 2020, p. 1) – has been a chal-volume to be increased. Adding to this troubling lenge with which public relations and commu-situation is the fact that AI technologies are de-nication management have been grappling for veloping at an “extremely rapid pace” (Béranger, many years, AI-generated disinformation cre-2021, p. xi). This type of AI-powered disinfor- ates fresh problems for practitioners and schol- mation is already causing varied forms of harm, ars. This form of disinformation (also referred to ranging from publics being deceived to election as ‘AI-assisted disinformation’) involves AI, and campaigns being subjected to tampering. In AI tools, being used to produce disinformation the hands of hostile state actors, Temby (2020) (Temby, 2020). Although much of today’s disin- warns, “AI tools have the potential to produce formation involves AI in some form, this paper disinformation on a scale to overwhelm com- distinguishes disinformation (that usual y incor-munication networks”. porates AI) from AI-generated disinformation (that is actively produced through, or by, AI). This paper explores the implications of devel- opments in AI-generated disinformation for the The intentional y deceptive content that is part professional sustainability of public relations and of AI-generated disinformation is created and communication management practitioners. The spread through multiple means. These include paper argues that this form of disinformation AI-assisted deepfakes (synthetic images or vid- will increasingly negatively impact the profes- eos of people and events), automated bots, text sional sustainability of these practitioners. Crisis generator tools, and sockpuppets (online iden-situations involving AI-generated disinforma- tities posing as real people), among other things tion are especial y likely to impact practitioners’ (Subramaniam, 2021; Temby, 2020). AI enables professional sustainability negatively. Scholars the scale of the – increasingly realistic – dis-and practitioners in public relations and relat- 4 PaPers 250 ed areas need to grapple more urgently with the scholarship about AI in public relations, see AI-generated disinformation and draw on other Swiatek et al. (2023). fields to widen their repertoire of approaches for dealing with this more problematic version of Although growing numbers of public relations disinformation. If practitioners find themselves studies are examining AI critical y, few are fo-inadequately prepared for tackling the difficul- cusing directly on AI in connection with disin- ties arising from AI-generated disinformation, formation and crisis. Critical studies have ex- particularly in crisis situations, their ability to amined, for instance, the damage caused by Big operate productively will likely decline, and the Data-driven public relations (Gregory & Halff, organisations and communities that they serve 2020), as well as the ways in which AI technol- will likely suffer multiple negative consequences, ogies perpetuate biases, and limit voice and di-ranging from large-scale relationship damage to versity (Bourne & Edwards, 2021). In terms of financial losses. disinformation, Wiesenberg and Tench (2020) have examined the usage of social bots in a dis- The paper contributes to two areas of public information era. While scholarship about AI relations scholarship, the first area being schol-in crisis communication has been growing in arship about disinformation. This area of inqui- recent years – primarily focusing on AI, public ry, Edwards (2021) points out, has its roots in relations and crisis prediction (see, for example, research about propaganda and public opinion Farrokhi, Shirazi, Hajli & Tajvidi, 2020; Ghani manipulation. Over the decades, authors such & Gordon, 2022) – AI-generated disinforma- as Shell (1992) have highlighted the unethical tion has received little attention to date in the nature of disinformation in organisational con-crisis communication scholarship. As this brief texts. Recently, various scholars (see, for exam-outline of the literature has shown, a need exists ple, Macnamara, 2020; Thompson, 2020) have to understand the implications of AI-generated emphasised the concerning growth of digital disinformation for public relations. Specifical y, disinformation around the world. More specific in terms of practice, research is needed to un- studies have examined, for instance, ‘prebunking derstand how (or even whether) the public rela-strategies’ for public relations disinformation at-tions profession has engaged with AI-generated tacks (Boman, 2021), and the nature of disinfor- disinformation; understanding this situation is mation-susceptible publics (Krishna, 2021). the first step in determining the ways in which the profession can undertake further work in The second area of scholarship to which the dealing with this type of disinformation in safe-paper contributes is the area of AI in public reguarding practitioners’ professional sustainabillations. This is a relatively new, but rapidly exity. panding, area that is being given increasing at- tention due to the growth of AI technologies and The remainder of this paper is divided into five their uses in the profession and societies more sections. First, professional sustainability, in broadly. Initial work about ‘algorithmic public relation to AI-generated disinformation, is dis- relations’ (Collister, 2015), as well as automata cussed in greater depth. Second, the method in connection with publics (Tilson, 2017), has used to understand how (if at all) AI-generated been enlarged through studies examining the disinformation is being discussed in the public functional uses of AI in public relations, critical relations profession is outlined. Third, the results issues, ethical challenges, and the teaching- and of research about the state of existing public re-learning-related considerations with which edu- lations discussions about AI-generated disinfor- cators need to grapple; for a recent overview of mation are presented. Fourth, the implications 4 PaPers 251 arising from these results are discussed. Fifth, fi-the dynamics of crises considerably. Valentini, nal thoughts and avenues for future research are Romenti, and Kruckeberg (2018) note the grow-presented in the conclusion. ing consensus that social media exacerbate the development of critical situations and the for- Professional Sustainability in Relation mation of new types of crises. The result of this to AI-Generated Disinformation ever-more challenging situation, they explain, is that the managers of organisations that are af-With societies around the world increasingly fected by crises “have less time to plan and to focusing on the welfare of workers, professional implement actions to solve these crises and, sustainability is being given ever-greater attenthus, to restore their reputations, with even less tion in both macro-level (public) and micro-level time to monitor how publics perceive and dis- (organisational unit) contexts. As Friedman and cursively talk about these organizations’ actions Banta (2023) note, sustainability can be defined, in their online networks” (Valentini, Romenti, & drawing on Robertson (2014), as a system’s abil-Kruckeberg, 2018, p. 59). ity to function and endure autonomously in the long term. With this definition in mind, these To understand the state of current industry dis- authors describe professional sustainability, in-cussions about AI-generated disinformation corporating the view of Hoel et al. (2021), as the in connection with public relations, and espe-extent to which a given profession, or trained cial y crises and crisis communication, original group of individuals, can continue to operate as research examined the news items and com-a productive entity in current and future con- mentary published in online trade media. This ditions. Friedman and Banta share the view of research was required to understand how – or Pereno and Eriksson (2020) that any consider- even whether – this nascent form of disinfor- ation of professional sustainability, or a profesmation, and the chaos that it entails, has begun sion’s systemwide ability to maintain its current to be discussed by communication profession-workforce in a feasible way, needs to understand als. These individuals need to gain a sense of the the extent to which the current socio-political difficulties created by large volumes of rapidly climate hinders or supports both the profes-spread, relationship- and reputation-damaging sion-at-large and each practitioner distinctly. deceptive content that can overwhelm the prac- titioners trying to respond to it. Through this Both individual communication practitioners first research-focused step, the profession can and the communication profession-at-large face (in the not-too-distant future) undertake further increasingly significant challenges from AI-gen-work in dealing with this type of disinformation erated disinformation, especial y in crisis situa-and, by extension, help to safeguard the profes- tions. As noted in the paper’s introduction, this sional sustainability of communicators and the type of disinformation makes communicators’ communication profession-at-large. work much more challenging on multiple levels – ranging from the building of relationships and trust to the maintaining of reputations – thus Method negatively impacting professional sustainabil- To understand the ways in which public rela- ity. The difficulty of dealing successful y with tions practitioners have engaged with AI-gen-AI-generated disinformation in crisis situations erated disinformation to date, especial y in cri-is especial y acute. Digital technologies, and sis situations, the following research question particularly social media, have made practi-guided the original research: “How (if at all) is tioners’ jobs increasingly difficult by changing AI-generated disinformation being discussed in 4 PaPers 252 public relations and crisis communication trade so new. It is also understandable given the mul- media?” To answer this research question, con- tiple forms that disinformation takes, and prac- ventional qualitative content analysis, following titioners’ divided focus on those varying forms. Hsieh & Shannon (2005), was used. This meth- The industry portals featured many articles about od was chosen as the most suitable tool to help disinformation – as a topic in its own right, and answer the research question because it allows in relation to crisis – but very few articles about emerging themes and patterns to be identified AI-generated, -assisted or -powered disinforma- in data, allowing “categories and names for catetion. One PRWeek article, ‘Tech Talk with Black-gories to flow from the data” (Hsieh & Shannon, bird.AI CEO Wasim Khaled’, notes that “Black-2005, p. 1279). The analysis was undertaken by bird is an AI-driven, disinformation intelligence searching the leading online public relations platform”. A commentary (on O’Dwyer’s) by one media portals for published content about dis-of the founders of Cyabra, a SaaS platform that information, crises, and crisis communication. uses AI to detect disinformation online, also The portals were: PRWeek, O’Dwyer’s, PR Daily, encourages professionals to use AI to fight dis-PRovoke Media, Public Relations Today, and PR information. These results show that part of the News Online. This selection of leading industry profession is beginning to understand the need news and commentary portals sufficed to un- to use AI to counter disinformation: a positive derstand the nature of the current discussions. sign. To ensure that no published content was over- looked, a more universal Google search was also Otherwise, the disinformation-related articles undertaken using five search strings – featuring on the industry portals covered various topics. the asterisk wildcard to help the search capture Many PRovoke Media articles about disinforma-as many relevant results as possible – in connection related to the Russian invasion of Ukraine; tion with public relations, crisis communication, these articles included, for instance, ‘Combat-crisis, and crises: ting Misinformation & Disinformation: The • “AI * disinformation” + “public relations”, 10 Greatest Myths About The War In Ukraine’, • “AI * disinformation” + “crisis communica- ‘Agency Creates Toolkit To Fight Russia’s Disin- tion”, formation War’, and ‘Analysis: A Turning Point • “AI * disinformation” + “crisis”, and In The Disinformation War?’. The published • “AI * disinformation” + “crises”. content on Public Relations Today covered digital disinformation from multiple angles; exam- All of these searches – involving the online ples included ‘Most Americans Consider Disin- trade media portals, as well as Google – enabled formation a Problem, Study Finds’ (re-published a comprehensive understanding of the state of from PRSay), ‘Traditional and Social Media Are current discussions to be formed. Sowing Disinformation and Division, Report Says’ (published from PRSay), ‘Why disinforma-Results tion is one of the biggest problems in society— and may prolong the pandemic’ (republished The examination of the published industry con- from Agility PR Solutions). tent revealed that, on the whole, professionals in public relations and related areas are yet to en-The broader searches using Google indicated that gage meaningful y with AI-generated disinfor-relevant discussions are still few. Several websites mation, especial y in relation to crises and crisis published Blackbird.AI’s announcement about communication. This finding is understandable, the completion of a $10M Series A fundrais- given the fact that this form of disinformation is ing effort deliberately designed to enhance the 4 PaPers 253 organisation’s efforts in combating disinforma- termine whether audio or video files have been tion. The site Marketing Brew published a news subjected to tampering), technologies to ensure item, titled ‘PR giant Weber Shandwick wants the provenance of content, and media education to help brands combat fake articles, narratives (to help individuals learn how to evaluate infor-about them’, dealing with Weber Shandwick’s mation critical y) (Subramaniam, 2021). Some new Media Security Center designed to help of these options will be helpful primarily for brands combat misinformation and disinforma- practitioners, while other options are also likely tion; the Center provides access to the Blackbird. to help stakeholders and the members of publics AI platform. Otherwise, it is other fields – from with which practitioners engage more general y. international relations to defense – that are cur-These options will become increasingly import- rently leading the discussions about AI-fueled ant for helping manage crisis situations, in par-disinformation. Examples of articles published ticular. in these other fields include ‘Deep Fakes and Dead Hands: Artificial Intelligence’s Impact on Ultimately, though, combatting AI-generated Strategic Risk’ (published by the Nuclear Threat disinformation will require a multi-pronged Initiative), ‘Deepfakes and Synthetic Media in approach, not just from communications pro- the Financial System: Assessing Threat Scenar- fessionals, but also from professionals in other ios’ (published by the Carnegie Endowment for fields. Honigberg (2022, par. 2) rightly points International Peace), and ‘Researchers Warn Of out that: ‘Dangerous’ Artificial Intelligence-Generated While machine learning techniques can also Disinformation At Scale’ (published by Edge). be used to combat disinformation, they will likely remain insufficient to counterbalance the Discussion expanding universe of anonymous digital mer- The results of the original research indicate that cenaries. Unless liberal democracies develop communication practitioners need to begin to whole-of-society counter-disinformation strat- discuss the threats posed by AI-generated disin- egies, AI-enhanced disinformation operations formation more earnestly in order to help safe- will further exacerbate political polarization, guard professional sustainability, for individuals erode citizen trust in societal institutions, and and the profession-at-large, more effectively. blur the lines between truth and lies. The communication professions’ discussions are clearly and sadly lagging behind discussions Hence, communication practitioners will likely taking place in other fields. In addition to disneed to work more closely with the defense and cussing the threats posed by AI-generated dis- security sectors, as well as government agencies, information more actively, the professionals also to assist in the broader fight against AI-generat-need to engage in more earnest brainstorming to ed disinformation. develop creative solutions to a set of challenges that will only grow in the coming years. Conclusion Increasingly sophisticated disinformation has In that respect, the professionals should draw on made the work of strategic communicators theory and practice from other fields to expand tough. AI-generated disinformation has made the current debates and to enrich the repertoire it even tougher. Developments in this type of of options available to combat AI-generated disinformation in the years to come will make it disinformation. These options include the use tougher stil . Indeed, this paper has argued that of media forensics techniques (that help to de-this form of disinformation will increasingly 4 PaPers 254 negatively impact the professional sustainabil- flections on the field. In C. Valentini (Ed.), Public ity of these communicators. Crisis situations Relations (pp. 601–614). De Gruyter Mouton. involving AI-generated disinformation are espe- https://doi.org/10.1515/9783110554250-031 cial y likely to impact practitioners’ profession-Collister, S. (2015). Algorithmic public relations: al sustainability negatively. The paper’s original Materiality, technology and power in a post-he-research has shown that scholars and practi- gemonic world. In J. L’Etang, D. McKie, N. tioners in public relations and related communi- Snow, & J. Xifra (Eds.), The Routledge handbook cation areas need to grapple more urgently with of critical public relations (pp. 360–371). Rout-AI-generated disinformation and draw on other ledge. https://doi.org/10.4324/9781315852492 fields to widen their repertoire of approaches for dealing with this more problematic version of Edwards, L. (2021). Organised lying and profes- disinformation. sional legitimacy: Public relations’ account- ability in the disinformation debate. European Given this need to continue to challenge the Journal of Communication, 36(2), 168–182. spread and negative impacts of AI-generated https://doi.org/10.1177/0267323120966851 disinformation, as well as the need to strength- Farrokhi, A., Shirazi, F., Hajli, N., & Tajvidi, M. en professional sustainability, the paper opens (2020, November). Using artificial intelligence a range of avenues for further research. Future to detect crisis related to events: Decision mak-studies could employ other research methods, ing in B2B by artificial intelligence. 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Routledge. https://doi. org/10.9774/gleaf.9781315625478 Shel , A. (1992). Disinformation not justified in corporate world. The Public Relations Journal, 48(2), 8. Subramaniam, S. (2021, March 11). AI and disinformation. Science Innovation Union. http://science-union.org/articlelist/2021/3/11/ ai-and-disinformation Swiatek, L., Vujnovic, M., Galloway, C., & Kruckeberg, D. (2023). Artificial intel igence, 5 ExtEndEd AbstrActs 256 Segmentation of public in children vaccination communication in Slovenia, implementing STOPS/CAPS and pragmatic multimethod approach Kropivnik, Samo, University of Ljubljana (Slovenia) Vrdelja, Mitja, NIJZ (Slovenia) Introduction and purpose of the study Methodology In public health perspective, vaccination pro- Situational motivation has been conceptualized grammes significantly add to long term safe as a) affective involvement, b) cognitive involve-co-existing. On the other hand, in society there ment, c) trust in the paediatrician, d) trust in is no general y accepted consensus about their the health system and e) trust in science. These benefits and risks and that makes promotion five variables have been measured on five-point of vaccination rather difficult. To improve it, Likert scale. Communicative action has been the paper advocates a model for recognising conceptualized through a) information acqui- involvement of mothers of young children in sition, b) information selection and c) informa- communication of children vaccination, devel- tion transmission, each on four or five different oped by applying situational theory to vaccina-channels respectively. For these fourteen vari- tion as sensitive and insufficiently researched ables five points categorical scale describing fre-interdisciplinary topic (Vrdelja, 2023), as well as quentness of use has been employed. The model introduces methodological complements to em- with the above defined indicators has been em- pirical analyses of the model data. pirical y confirmed on a general level, drawing on large probability sample of mothers in Slo- Literature review venia (year 2016, N = 1704), using bivariate statistical methods (Vrdelja, 2023). In so doing, we In the study we are drawing on Situational The-have encountered the problem of dealing with a ory of Publics (STP; Gruning, 1997 and 2005), very large number of bivariate statistics, deter-particularly on Situational Theory of Problem mining association between pairs of variables. Solving and on Communicative Actions in With just five numerical indicators measuring Problem Solving (STOPS and CAPS; Kim and situational motivation and fourteen ordinal in- Grunig, 2011), as well as on studies demon- dicators measuring communicative action, there strating importance of vaccination programmes are seven hundred pairs of variables and conse- (e.g., Andre et.al, 2008) and particularly the quently the same number of associations to eval- crucial role of communication in vaccination uate and interpret. Such a big number of pieces programmes accomplishment (e.g., Leask et. al, of information is certainly difficult to accom- 2012; Olowo et.al, 2020). plish, summarize and present in a comprehend- 5 ExtEndEd AbstrActs 257 ible way. Therefore, in the core of the paper, we channels turned out to be the most distinctive. upgrade data analyses with two more pragmatic, Furthermore, information transmission stands jet efficient ways to analyze typical STOPS mod- out when associations are considered on a more els, based on combination of numerical and cat- detailed level. egorical variables. The first one draws on reach tradition of visual methods and depicts associ-Besides the vivid insight in relations among ations between situational motivational vari- indicators in the analysed STOPS model, an ables and communicative action variables with outline of segments of the public under inves- line graphs. Its ultimate advantage is that line tigation in Slovenia has been provided as a sup-graphs are much easier to comprehend (follow) plementary result of hierarchical agglomerative than sets of numbers. The second way draws on clustering method. On the most general level, formal mathematical procedures, namely on three constructive segments develop. The first is multivariate agglomerative clustering method characterized by high involvement and low trust and seriously reduces the final number of asso-accompanied with intensive communicative ac- ciations that must be evaluated and interpreted, tivity. The antagonistic one is distinguished by since in the core of this method are analyses of low involvement and high trust, complemented similarities in data matrix, heading to fusion of with lack of communicative action. The third is parts that are similar enough to be regarded be- somewhere in the middle regarding situation- ing equal in further analyses. al motivation variables as well as communica- tive action indicators. Segmentation on more Results and conclusions detailed levels reveals additional valuable mi- crosegments. Both advocated innovative ways of analysing the STOPS model provided us with an abundance of consequential results, presented in an upcoming Practical and social implications journal article. Here, in the extended abstract, The uncovered relations among attitudes and we would like to draw attention to some of them, communication behaviour, and in particular connecting both applied methods. their fusion in outlined segments enable im- provement of every step of children vaccination Primarily, we have visibly demonstrated how communication planning and implementation. communication behaviour, measured as fre- quency of information acquisition, information Keywords: STOPS (situational theory of prob-selection and information transmission in tradi- lem solving), CAPS (communicative behaviour in tional and social media as well as in direct com-problem solving), vaccine hesitancy, vaccination munication, differ with level of cognitive and communication, trust affective involvement in the topic, accompanied with level of trust in science, in health system and in medical personnel (paediatrician). In general, high level of involvement, accompanied with low level of trust correspond to significant-ly more frequent communication and vice ver- sa, but there are suggestive differences regard- ing components of communication behaviour (i.e., communication channels and forms of communication activity). As expected, online 5 ExtEndEd AbstrActs 258 Literature Andre, F. E., Booy, R., Bock, H. L., Clemens, J., Datta, S. K., John, T. J., Lee, B. W., Lolekha, S., Peltola, H., Ruff, T. A., Santosham, M., in Schmitt, H. J. (2008). Vaccination greatly re- duces disease, disability, death and inequi- ty worldwide. Bulletin of the World Health Organization, 86(2), 140–146. https://doi. org/10.2471/BLT.07.040089 Grunig, J. E. (1997). A situational theory of publics: Conceptual history, recent challenges and new research. In D. Moss, T. MacManus, in D. Verčič (Eds.), Public relations research: An international perspective (pp. 3–46). Interna- tional Thomson Business Press. Grunig, J. E. (2005). Situational theory of pub- lics. In R. L. Heath (Ed.), Encyclopedia of Public Relations (Issue 2, pp. 778–780). SAGE publications. Kim, J.-N. and Grunig, J. E. (2011). Problem Solving and Communicative Action: A Situa- tional Theory of Problem Solving. Journal of Communication, 61(1), 120–149. Leask, J., Kinnersley, P., Jackson, C., Cheater, F., Bedford, H., in Rowles, G. (2012). Communicating with parents about vaccination: a frame- work for health professionals. BMC Pediatrics, 12(1), 154. https://doi.org/10.1186/1471-2431- 12-154 Olowo, E. O., Hasan, H., in Wirza, J. (2020). Information Seeking and Trust on Vaccination Practices. Human Communication, January. Vrdelja, M. (2023). The influence of trust and afective and cognitive factors on communi- cation of mothers in relation to vaccination. Doctoral disertation at University of Ljubljana, Faculty of Social Sciences. https://repozitorij. uni-lj.si/IzpisGradiva.php?id=146944 WITHOUT 20,603 COMPROMISES. 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