The Impact of Public Relations on Organizations and Society BledCom 2020 27th International Public Relations Research Symposium July 3, 2020 Book of Abstracts of the 27th International Public Relations Research Symposium BledCom EDITORS: Dejan Verčič, Ana Tkalac Verčič and Krishnamurthy Sriramesh Organized by: University of Ljubljana Faculty of Social Sciences The Impact of Public Relations on Organizations and Society Book of Abstracts of the 27th International Public Relations Research Symposium BledCom July 3, 2020 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/ asset/84TmAWXwXrYFTkhFB Ljubljana, 2020 Kataložni zapis o publikaciji (CIP) pripravili v Narodni in univerzitetni knjižnici v Ljubljani COBISS.SI-ID=20620035 ISBN 978-961-235-920-1 (pdf) CONTENTS 3 1. Introduction 11 2. Editors 12 3. Authors 13 4. Paper Abstracts 34 PAPER ABSTRACTS 34 Examining national identity building from a semantic network analysis perspective: the cognitive structure of Kemalist journal Ülkü Aysun Akan Izmir University of Economics (Turkey) Selin Turkel Izmir University of Economics (Turkey) Ebru Uzunoglu Izmir University of Economics (Turkey) Aytunç Erçifci Izmir University of Economics (Turkey) 36 Social media use during the 2016 Fort McMurray, Canada Wildfires: An exploration of the role of sense of community Natalie Austin McMaster University (Canada) 38 The scoring economy: Reputation management in the age of algorithms Pauline Berry McMaster University (Canada) 40 Inter-organizational Relationship Elaboration Function of PR to Foster CSOs Online Participation and co-creation in Advocacy Networks: ‘No Pesticides on my Plate’ campaign Banu Bıçakçı İzmir University of Economics (Canada) 43 Using Public Relations to drive fundraising success: A case study on relationship building in not-for-profits Cynthia Breen Conestoga College (Canada) CONTENTS 4 45 What difference does it make? A study of UK initiatives designed to improve representation of women at senior levels in public relations Liz Bridgen Sheffield Hallam University (UK) 47 Social Media, are the lines between professional and personal use blurring? Josie Cassano Rizzuti McMaster University and ArcelorMittal Dofasco (Canada) 49 Bringing back joy to leftover women. The Impact of SK-II Marriage Market Takeover Campaign on the perception of women in China and PR practice. Michal Chmiel London College of Communication, UAL (UK) Yung-Chun Chai London College of Communication, UAL (UK) 51 Electronic Word-of-Mouth Marketing on Amazon: Exploring how and to what extent Amazon reviews affect sales Kristine D’Arbelles McMaster University (Canada) Pauline Berry McMaster University (Canada) Ashika Theyyil McMaster University (Canada) 53 Adaptation and reliability and validity of game immersion scale in Turkish Mehmet Özer Demir Alanya Alaaddin Keykubat University (Turkey) 55 Exploring the cumulative 25-year impact of BledCom as a network of influence and action Steve Doswell Gemini Communicating for Business Ltd. Lavinia Cinca Gemini Communicating for Business Ltd. 58 Who are these Envoys—Managing Communications Behind Seven Questions and Answers that Paint a Picture of Capitol Hill’s Press SecretariesCongressional Walls!? Edward J. Downes Boston University (USA) 60 Just plain Public Relations (PR) Mafalda Eiró-Gomes Escola Superior de Comunicação de Social – IPL (Portugal) Ana Raposo Escola Superior de Comunicação de Social – IPL (Portugal) CONTENTS 5 63 Public Relations in Turkey: Career Experiences of Turkish female PR practitioners “being a woman in a male-dominated world” Begüm Ekmekçigil Türkmen Ankara Üniversitesi (Turkey) 66 Shields or targets: A rubber bullet theory of women leadership in public relations Katja Fašink University of Ljubljana (Slovenia) Alenka Jelen-Sanchez University of Stirling (Slovenia) Dejan Verčič University of Ljubljana (Slovenia) 68 Mongolia: The Missing Part of the Global Public Relations Map Milen Filipov KIMEP University (Kazakhstan) Aimira Dybyssova KIMEP University (Kazakhstan) 70 Intervention in Attention: How Can Mindfulness Help in Interpersonal Communication Mia Flander Tadić Edward Bernays University College (Croatia) Marta Takahashi Edward Bernays University College (Croatia) Vlatka Boričević Maršanić Zagreb Child and Youth Protection Center (Croatia) 72 The swing effect of CSR between society and company Jörg Forthmann Faktenkontor GmbH (Germany) Arne Westermann University of Applied Sciences (Germany) Reimund Homann IMWF Institut für Management- und Wirtschaftsforschung (Germany) 74 A Road Map for Influencer Relations Best Practices Shannon Gallagher McMaster University (Canada) 76 Strategic Communication of At-Risk Youth Nonprofits in Israel: Is Budgeting Indeed the Main Issue Roni Glam Bar-Ilan University (Israel) Clila Magen Bar-Ilan University (Israel) 78 The nature of activism in Turkey Zuhal Gök Demіr Akdeniz University (Turkey) CONTENTS 6 80 Discourse analysis of instagram accounts of influencers in the sphere of fashion in Turkey Olesia Gorbunova Oner Ankara University (Turkey) 82 The Tale of the Tape. The Most Frequently used methods and explanations of the impact of public relations used by PR professionals in a National PR Awards Competition Denisa Hejlová Charles University (Czech Republic) Philip Katz Charles University (Czech Republic) Tomáš Weiss Charles University (Czech Republic) 84 Earned Media in a Digital World: Relationships with Modern Journalists Lisa Hepfner McMaster University (Canada) Alex Sevigny McMaster University (Canada) 86 The influence of city public diplomacy on the fight against global climate change José María Herranz de la Casa Universidad de Castilla-La Mancha (Spain) Juan Luis Manfredi Sánchez Universidad de Castilla-La Mancha (Spain) Francisco Seoane Pérez Universidad de Castilla-La Mancha (Spain) 88 Whom do we serve? Sinead Hewson School of Media & Communications, TU Dublin City Campus (Ireland) 90 Bringing Positive Impact to the Society: A Model of Authentic Corporate Social Responsibility (CSR) Communication Chun-Ju Flora Hung-Baesecke University of Technology Sydney (Australia) 92 The importance of reputation and legitimacy for financial supervisors Éva Kaponya Faculdade de Ciências Sociais e Humanas - NOVA FCSH (Portugal) 94 Role of Art in Facilitating Communication between Companies and Society: A Case Study of Benesse Art Site Naoshima Makiko Kawakita Nanzan University (Japan) Yasushi Sonobe Toyo University (Japan) CONTENTS 7 96 Exploring Corporate Commitment to Organizational Purpose and its Outcomes Arunima Krishna Boston University (USA) Donald K. Wright Boston University (USA) Raymond L. Kotcher Boston University (USA) 99 The role of public relations models in universities communication. Case study of University North Petra Kuhar University North (Croatia) 101 Reputation Management: Personal Reputations Versus Corporate Reputations Farah Latif George Mason University (USA) 103 Conspiratorial Publics in Digital Peril: Consumer Skepticism on Corporate Issues and Media Effects Hyelim Lee Seoul National University (South Korea) Kim Jeong-Nam University of Oklahoma (USA) 105 Belt and Road Sentiment Index Liane W.Y. Lee Technological and Higher Education Institute of Hong Kong (Hong Kong, SAR China) Kara Chan Hong Kong Baptist University (Hong Kong, SAR China) Tak-yan Leung Open University of Hong Kong (Hong Kong, SAR China) Piyush Sharma Curtin University (Hong Kong, SAR China) 108 The effect of geniuineness on public engagement - An exploratory study in the communication of Chinese social media influencers in Pediatrics Wenze (Chris) Lu The Hong Kong Polytechnic University (Hong Kong, SAR China) Cindy S.B. Ngai Hong Kong Polytechnic University (Hong Kong, China) 113 A Holistic Model of Institutional Public Diplomacy and Foreign Correspondents: Israel as a Case Study Clila Magen Bar-Ilan University (Israel) Amira Bejerano Bar-Ilan University (Israel) CONTENTS 8 115 Importance of nation-branding for Ukraine – Challenges and opportunities Barbora Maronkova NATO Information and Documentation Centre (Ukraine) 117 Doing “Good PR” Online: Understanding social media use in Québec PR work Josianne Millette Université Laval (Canada) 119 Exploring Millenials’ perception and trust towards online external advocates Grazia Murtarelli Università IULM (Italy) Stefania Romenti Università IULM (Italy) Federica Mari Università IULM (Italy) Mirko Olivieri Università IULM (Italy) 121 Who needs public relations? A comparative analysis of two countries over public relations consultancy agencies Ayla Okay Istanbul University (Turkey) Aydemir Okay Bolu Abant İzzet Baysal University (Turkey) Pedja Ašanin Gole Doba (Slovenia) 123 Public Relations for Public Relations Professionals: Relationship Management of Public Relations Professionals Burcu Oksuz Izmir Katip Celebi University (Turkey) T. Serra Gorpe University of Sharjah (U.A.E.) 125 Can a Profession which has a Negative Impression Contribute to Society? A Qualitative Research on Public Relations, Public Relations Ethics and its Contribution to Society Burcu Oksuz Izmir Katip Celebi University (Turkey) T. Serra Gorpe University of Sharjah (U.A.E.) 127 Cultural Intelligence and Strategic Partnerships: Examining communications protocols in emerging markets Onyinye (Onyi) Oyedele McMaster University (Canada) CONTENTS 9 129 Networked Campaigning. Mobilizing in the age of transformation Lars Rademacher Hochschule Darmstadt – University of Applied Sciences (Germany) Pia Sue Helferich Hochschule Darmstadt – University of Applied Sciences (Germany) Thomas Pleil Hochschule Darmstadt – University of Applied Sciences (Germany) 131 Internal Communication as a strategic function in organizations: Proposal for a Best Practices Guide in Internal Communication Ana Raposo Escola Superior de Comunicação de Social/Instituto Politécnico de Lisboa (Portugal) Inês Veiga Escola Superior de Comunicação de Social/Instituto Politécnico de Lisboa (Portugal) 133 What Impact Can Internal Social Media PR Have on Organisational Culture? Results from three consecutive interview studies concerning internal social media within 500 German companies, 2013-2019 Holger Sievert Macromedia University of Applied Sciences (Germany) Marc Preisinger Macromedia University of Applied Sciences (Germany) 135 The impact of the PR department work quality on organizational culture Edit Terek Stojanović University of Novi Sad (Serbia) Milan Nikolić University of Novi Sad (Serbia) Sanja Kovačić University of Novi Sad, Faculty of Science (Serbia) Marko Vlahović University of Novi Sad, Technical Faculty “Mihajlo Pupin” (Serbia) Mila Kavalić University of Novi Sad, Technical Faculty “Mihajlo Pupin” (Serbia) 137 Finance, trust and Facebook: The public relations discourse of the Libra crypto currency project Gareth Thompson University of the Arts London (UK) 139 Internal communication satisfaction and employee engagement as determinants of the employer brand Ana Tkalac Verčič University of Zagreb (Croatia) Anja Špoljarić University of Zagreb (Croatia) 141 New realities of public relations and cyber security Dejan Verčič University of Ljubljana (Slovenia) Ansgar Zerfass University of Leipzig (Germany) CONTENTS 10 143 Perceived organizational transparency as a multidimensional construct: Discovering its benefits and unintended consequences Joost Verhoeven University of Amsterdam (The Netherlands) 145 Immersive CSR? Exploring the Potential of Immersive Storytelling in Public Relations and CSR-Communication Riccardo Wagner Macromedia University of Applied Sciences (Germany) Sebastian Pranz Macromedia University of Applied Sciences (Germany) 149 An employee-centered model: Intrinsic and extrinsic motivation for CSR, morality and organizational identification Yijing Wang Erasmus University Rotterdam (The Netherlands) Anne-Marie van Prooijen Erasmus University Rotterdam (The Netherlands) 151 Key-Opinion-Consumers (KOCs): the emerging influencers contributing to the purchase intention Shih Chia Wu The Chinese University of Hong Kong (Hong Kong, SAR China) Tsz Man Cheung The Chinese University of Hong Kong (Hong Kong, SAR China) Wing Chee Tang The Chinese University of Hong Kong (Hong Kong, SAR China) 153 Are Likers All Buyers? Effects of Storytelling Strategies of WeChat’s Sponsored Content on Chinese Millennials’ Brand Favorability, Purchase Intention and Word-of-Mouth Mengmeng Zhao Hang Seng University of Hong Kong (Hong Kong, SAR China) Xiaying Xu Beijing Normal University-Hong Kong (Hong Kong, SAR China) 1 INTRODUCTION 11 Dear Friends and Colleagues, Welcome! Dobrodošli! Swagatam! For this year’s theme, we take our cue from an allied discipline – mass communication/mass media – that has a stream of “media effects” theories dating back at least to the 1980s assessing the various dimensions of mass media effects on individuals, organizations (including families), and society. We feel that our field has not adequately addressed this aspect of our existence, which has led to reputa- tional issues such as public relations being construed mostly as “spin doctoring” on behalf of corporate or similar interests. The Bell Pottinger debacle is a case in point. Our field will benefit from reflection including an assessment of the varied purposes for which public relations has been, and can be, used. Examples are public information campaigns to build societies and nations engaged by NGOs and IGOs (intergovernmental organizations). COVID-19 has provided us with a global case study of THE IMPACT OF PUBLIC RELATIONS ON ORGANIZATIONS AND THE SOCIETY. We are living an experiment whose communication angle we will be discussing and analyzing for years to come. We are very sorry that we will not be able to welcome you all personally by Lake Bled, Slovenia, but we are certain that will be possible in 2021. We have decided BledCom 2020 to be digital and free for all, and so for the 27th year we continue to share our knowledge and learn from each other despite travel restrictions. We hope you and your loved ones are safe and well. Thank you! Lep pozdrav! Namaste! 2 EDITORS 12 Dejan Verčič University of Ljubljana and Herman & partners (Slovenia) Dejan Verčič is Professor, Head of Department of Communication and Head of Centre for Marketing and Public Relations at the University of Ljubljana, and Partner in strategic consulting and communication company Herman & partnerji d.o.o., 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 Cro- atian 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. Krishnamurthy Sriramesh University of Colorado (USA) Krishnamurthy Sriramesh, is Professor and Director of the Professional Master’s Program in Corporate Communication 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 100 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.” 3 AUTHORS 13 Aysun Akan Izmir University of Economics (Turkey) • Aysun Akan, Ph.D. is an Associate Professor in the Faculty of Communication, Media and Communication Department at Izmir University of Economics and has been a member of the university since 2005. She has degrees in the following subject areas: communication (undergraduate, Faculty of Communication, Ankara University, 1990); politics (MSc, School of Oriental and African Studies, University of London, 1999); politics (PhD, Middle East Technical University, 2009). She teaches both graduate and undergraduate courses in communication theories, media research methods, and history of communication. Dr. Akan is author of the journal articles, A critical analysis of the Turkish press discourse against non-Muslims: A case analysis of the newspaper coverage of the 1942 Wealth Tax (Middle Eastern Studies), Coverage of bombings for political advantage: Turkish on-line news reporting of the 2016 Ankara attacks (Social Semiotics), Electricity and Nationalism: Different nationalisms in Turkish news media coverage of Cypriot events (Global Media Journal: Mediterranean Edition), Studies in a Dying Culture: Kemalist Columnists’ Coverage of the Kurdish Peace Initiative (Athens Journal of History). Dr. Akan has also attended many international conferences to present her studies. Natalie Austin McMaster University (Canada) • Natalie Austin manages the public relations associated with a Parks Canada construction portfolio valued at almost $1 billion. She spent time working in the printing industry with Transcontinental, and has been a Public Relations Strategist at Parks Canada since 2007, working in the areas of watershed management, asset management, and environmental conservation. Natalie is a founder and co-owner of Blackdog Properties, a property management and investment business based in Peterborough, Ontario. In 2018, Natalie attained a Master of Communication Management from McMaster University, with a special focus on crisis and disaster communication. Pedja Ašanin Gole Doba (Slovenia) • Pedja Ašanin Gole is a Senior Lecturer of public relations at DOBA Business School Maribor, and Guest Lecturer at Institute of Communication Studies Skopje. He is an experienced professional in public relations practice in public sector with more than 25 years of experience. Among other things, he was the Director of Communication at the largest Slovene investment infrastructure project–accelerated motorway construction. He is a past president of Public Relations Society of Slovenia and IABC Slovenia, member of the EUPRERA and an honorary member of the Serbian Public Relations Association. His research interests include new institutional approach in public relations. Amira Bejerano Bar-Ilan University (Israel) • Amira Bejerano is a student (Ph.D. candidate) at the School of Communication at Bar Ilan University. Her field of interest includes the subjects of Public diplomacy and Public relation, With the emphasis on perceptions between the public diplomacy bodies in Israel and foreign correspondents. Bejerano has presented her research in several academic conferences as part of her Ph.D. studies. In the last 30 years, she has been teaching com- 3 AUTHORS 14 munication and the head of the communication department in high school. Pauline Berry McMaster University (Canada) • Pauline Berry is a newly minted graduate student from McMaster-Syracuse University, recently obtaining her Masters in Communication Management. She is an experienced marketer with a passion for storytelling and content creation and currently works for KPMG Canada in the Toronto office. She and her fellow classmates were recently published in the January 2020 issue of the McMaster Journal of Communications exploring electronic word-of-mouth marketing and its impact on sales on Amazon. She looks forward to sharing her research on the impact of algorithms on reputation management at her first BledCom this summer. Au Banu Bıçakçı İzmir University of Economics (Turkey) • A. Banu Bıçakçı (PhD) is an Associate Professor of Public Relations. Currently she is a part-time lecturer at İzmir University of Economics and a Communication Consultant for the Association of Organic Agriculture Associations (ETO Derneği). She has published international articles and book chapters, particularly on Turkish PR history, sustainability and CSR. She is a member of EUPRERA, ECREA and IAMCR. She has been conducting research in EUPRERA PR History network for seven years; she has also been acting as a reviewer for the special PR history issues of Public Relations Review and The Journal of PR Research. Vlatka Boričević Maršanić Zagreb Child and Youth Protection Center (Croatia) • Associate Professor Vlatka Boričević Maršanić, PhD, MD is a psychiatrist at the Zagreb Child and Youth Protection Center. Besides clinical work with youths and families, she is also working in the scientific field, and teaches at several faculties of the University of Zagreb. The focus of her interest in clinical, scientific and academic work is on developmental psychopathology, family dynamics, stress and trauma, and psychotherapy. She participates as an educator in trainings of professionals working with children in the healthcare, education, social welfare, justice systems in Croatia and abroad. She has published a number of scientific and professional papers and presented at numerous international and domestic conferences and congresses. Cynthia Breen Conestoga College (Canada) • Cynthia Breen, MCM is an accomplished PR practitioner and educator in public relations, at several Canadian post-secondary institutions, as well as a PhD candidate at York University in Communication and Culture. She has been teaching for over 5 years, and is a full-time faculty member at Conestoga College, while also teaching at McMaster University, the University of Guelph, and the DeGroote School of Business. Prior to teaching she worked at several large not-for-profits in Canada, which inspired her research focus and passion, working to refine the public relations work in fundraising, given a changing digital and economic landscape. 3 AUTHORS 15 Liz Bridgen Sheffield Hallam University (UK) • Liz Bridgen is Principal Lecturer in Public Relations at Sheffield Hallam University, UK. She is co-editor with Dejan Verčič of Experiencing Public Relations: International Voices and recently contributed a chapter, ‘The impact of diversity initiatives on practitioners and practice’ to in Platinum: Celebrating the CIPR and its members at 70. Her research explores on the lived experience of public relations practitioners with a focus on gender and technology and is currently developing a project on the marginalisation of public relations and its attempt to sanitise and be seen as a respectible occupation. Josie Cassano Rizzuti McMaster University and ArcelorMittal Dofasco (Canada) • Josie is a unique marketing & communications strategist and consultant who works for steel producer ArcelorMittal Dofasco in Hamilton, Ontario, Canada. ArcelorMittal is the world‘s leading steel company with locations in more than 60 countries. Her career started in finance and her curiosity about digital transforma- tion and social media led to online study with the Harvard Extension School. In 2017 she completed her Master of Communications Management (MCM) degree from McMaster University, Canada & Syracuse University, USA with a focus on digital communications and social media. Her capstone research was on “Social Media in a Global Environment”. Josie is committed to developing safe, secure and ethical digital communications. Yung-Chun Chai London College of Communication, UAL (UK) Kara Chan Hong Kong Baptist University (Hong Kong, China) • Dr. Kara Chan (PhD in psychology; City University of Hong Kong) worked in the advertising profession and as a statistician for the Hong Kong Government before she joined the academia. Her research areas include advertising and children/youth, as well as cross cultural consumer studies. She has published eight books as well as over 150 journal articles and book chapters. She was a Fulbright Scholar at Bradley University. Her journal articles won five Emerald Literati Network Awards for Excellence. She received Outstanding Performance in Scholarly Work at Hong Kong Baptist University in 2006 and 2014, a Knowledge Transfer Award in 2016, and the President’s Award of Research Supervision in 2018. Tsz Man Cheung Chinese University of Hong Kong (Hong Kong, China) • Ms. Cheung Tsz Man, a post-graduate student of M.S.Sc. in Corporate Communication, the School of Journalism and Communication, the Chinese University of Hong Kong (CUHK), has over 10-year marketing management experience of contemporary strategies and practices to help Emperor Group, Tsui Wah Restaurants and HK01 to create, communicate, deliver and exchange valuable offerings to various stakeholders with sustainable business growth and popular healthy brand image in Greater China and Southeast Asia. 3 AUTHORS 16 Michal Chmiel University of the Arts London (UK) • He is Senior Lecturer and Course Leader of BA (Hons) Public Relations at London College of Communication, University of the Arts London and Lecturer at New York University London. In his research, Michal compares advertising and public relations messages to identify how both types of communication work in unison to influence buying behaviour and produce the most favourable attitudes. Michal also analyses the societal impact of advertising and public relations communication. As a practitioner, Michal has more than 14 years of experience in incorporating social psychological evidence into PR and communications projects for multinational companies and public figures. Lavinia Cinca Gemini Communicating for Business Ltd. (UK) • 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. Lavinia is currently PR and Marketing Manager of the euRobotics association since September 2014. Kristine D’Arbelles McMaster University (Canada) Aimira Dybyssova KIMEP University (Kazakhstan) • Aimira Dybyssova is a graduate student in the Master of International Journalism Program, majoring in Public Relations and Advertising at KIMEP University, Almaty, Republic of Kazakhstan. Steve Doswell 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 Pres- ident 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, Steve is currently writing a book of his experience of running in all 28 EU countries during 2018-19 for charity. 3 AUTHORS 17 Edward J. Downes Boston University (UK) • 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. Dr. Downes recently signed his first book contract for a manuscript with the working title, Congressional Press Secretary: The Story of Capitol Hill’s Image Makers. Ana Mafalda Eiró-Gomes Escola Superior de Comunicação de Social – IPL (Portugal) • Has got a master and a PhD in Communications Sciences from Universi-dade 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. Begüm Ekmekçigil Türkmen Ankara Üniversitesi (Turkey) • Begüm Ekmekçigil Türkmen, I am a PhD candidate in Faculty of Communication, Ankara University, Turkey. After completed my bachelor’s degree at Communication and Design Department, Bilkent University, I attended MSc International Marketing and En-trepreneurship at University of Essex. Now, dealing with my PhD research on “PR industry in Turkey: Women PR professionals career experiences in Turkey”.Scientific interests include public relations, feminism, professionalism, women, PR professionals, commu- nication, and social media. Katja Fašink ELES (Slovenia) • Katja Fašink has been the Head of Corporate Communications at ELES Group since 2017. Last year, the ELES system Operator was awarded for becoming the first Slovenian finalist at the CHARGE Awards - World’s Best Energy Brand presented in September 2019 in Iceland. Rewards were also handed out from the Poslovna Akademija Finance for Annual Reports 2017 and 2018 for the Best Annual Report among large Companies and for the best Annual Report in Risk Management and Corporate Governance. Within the frameworks of the communication strategy for ELES she follows international trends, while proving to the “local media folklore” her successful management of the department with only 0.3 to 0.5 % annual unfavourable media coverage. Before entering the energy sector she worked as managing Director for EMEA (Europe, Middle East and Africa) in the Hunter&Bard agency. Currently, she is developing a Rubber Bullet theory concerning women leadership in public relations. The abstract submitted to BledCom under the supervision of Dejan Verčič (University of Ljubljana) and Alenka Jelen Sanchez (University of Stirling) reveals structural inequality that impacts the professional field of public relations. The Rubber Bullet theory 3 AUTHORS 18 assumes that female public relations leaders find themselves in a position of targets and/or shields of modernized patriarchal domination. The Rubber Bullet theory importantly challenges progressive premises of female career trajectories, explores the dynamics of power inequality and deterioration of women in leadership and explains the reproduction of the patriarchal gender relations. Milen Filipov KIMEP University (Kazakhstan) • Dr Milen Filipov is an assistant professor of Public Relations in the Department of Media and Communications, at KIMEP University, Republic of Kazakhstan. Mia Flander Tadić Edward Bernays University College (Croatia) • Mia Flander Tadić graduated in psychology in Zagreb in 2016, starting her career as a volunteer at the Borovje Children‘s Home, and at the Courageous Telephone Association where she worked on telephone counseling for children and parents. She led a workshop for high school students on the prevention of violence in youth relationships, and volunteered at the Mental Health and Addiction Prevention Service at the Public Health Teaching Institute “Dr. Andrija Štampar „. Later she worked as a trainee psychologist at the Kocijan/Hercigonja Clinic, and as a psychologist at the SUVAG Polyclinic. She is a lecturer and a head of student counseling at Edward Bernays University College. Jörg Forthmann Faktenkontor GmbH (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. Shannon Gallagher McMaster University (Canada) • Shannon Gallagher is the founder of Influencer Logic, an educational consultancy that helps brands have har- monious relationships with influencers. In addition, she is an adjunct professor at Centennial College teaching social media to public relations students. She is a graduate of McMaster-Syracuse University Masters of Communications Management program. She holds a BA in Media Information and Technoculture from Western University and a BA in Globalization and International Affairs from Bard College. For over a decade, Shannon worked in public relations and marketing for North American Broadcast Media (ABC/CTV (Bell Media)/CBC). Shannon lives & works in Toronto, Canada. 3 AUTHORS 19 Roni Glam Bar-Ilan University (Israel) • Roni is a PhD student at the School of Communication in Bar Ilan University. Her M.A was about public relations for NPO‘S. Roni participated in the annual conference of the Israel communication association, the annual conference of Corporate and Marketing Communication and in the Barcelona International Critical PR Conference. Parallel to the academic studies Roni interned for the spokesman office of the ministry of science and technology in Israel and served as the Co-Vice Chair of the Model United Nations Society at Bar Ilan University. Zuhal Gök Demir Akdeniz University (Turkey) • Zuhal Gök Demir (PhD) is an assistant professor at Akdeniz University in the Faculty of Communication, Public Relations Department in Turkey. She gives lectures on public relations, media planning, consumer behaviour, campaign management, corporate communication and advertising. Her research interests include strategic public relations and segmenta-tion of publics. She has published a book on strategic public relations and practices in Turkish. Olesia Gorbunova Oner Ankara University (Turkey) • Ph.D. Student at Ankara University. Worked for alma mater Perm National Technical University at the Department of Foreign Languages and Public Relations, taught courses like Management of Public Relations, Image Studies, Writing of the Basic PR texts, etc. Currently works on a Ph.D. thesis on fashion discourse. Main scientific interests include but not limited to public relations education, fashion, influencers studies, consumption theories, discourse, social media. T. Serra Gorpe University of Sharjah (U.A.E.) • Tevhide Serra Gorpe is a professor at University of Sharjah, College of Communication. (United Arab Emirates). She holds a BA in Psychology, an MA in Social Psychology (Bosphorus University, Istanbul) an MSc in Public Relations (Boston University) and a PhD in Public Relations and Advertising (Istanbul University). Her current research interests include: public relations education, crisis/risk management and CSR. Denisa Hejlová 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-want- ed 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. 3 AUTHORS 20 Pia Sue Helferich Hochschule Darmstadt – University of Applied Sciences (Germany) • Pia Sue Helferich, PhD, is professor for online communication, especially organizational communication, at the University of Applied Sciences Darmstadt. She has worked in various projects and companies in the fields of online commu- nication, public relations and adult education, both in the private and public sector. She further focuses on the topics lifelong learning, digital transformation and communication in medium-sized businesses. Lisa L. Hepfner McMaster University (Canada) • Lisa Hepfner is a broadcast journalist and Master’s candidate at McMaster University. She was born on Canada’s east coast, grew up near the Canadian Rocky Mountains, and settled outside Toronto, Ontario with her family. A newspaper reporter who moved to TV in 2001, she has undergraduate degrees in Political Science and Journalism and expects her graduate work to lead to a career in public relations. Jose Maria Herranz de la Casa Universidad de Castilla-La Mancha (Spain) • José María Herranz de la Casa. University of Castilla-La Mancha (Spain), he is senior professor in the School of Communication where he teaches Sport Journalism, Specialized Journalism and Corporate and Organizational Communication. He has different papers, articles and research about: communication and transparency in social organizations and NGO; Business and organizational communication; social responsibility and SDG; innovation and sport journalism; virtual reality and immersive journalism (http://bit.ly/JMHerranz). Sinéad Hewson School of Media & Communications, TU Dublin (Ireland) • Sinéad Hewson is a PhD candidate researching decision-making when communication is at the heart of an organisations’ strategy development (Q4 2020). Her background is in health, business and communication specialising in co-opetition, group dynamics and gender equity. Based in the Netherlands, Hewson is a former Board Member of the European Institute of Women’s Health, former Chair of Education for the Public Relations Institute of Ireland. She sits on the advisory board of Women’s Business Initiative International. Sinead speaks internationally and is a guest lecturer in TU Dublin and also lectured in Webster University Leiden and Rotterdam University of Applied Sciences. Reimund Homann IMWF Institut für Management- und Wirtschaftsforschung (Germany) • Reimund Homann, Dr., born in 1980 in Hamburg/Germany, is a Business Analyst at the IMWF Institut für Management- und Wirtschaftsforschung in Hamburg and a former Business Analyst at the Hamburg-based management-consultancy faktenkontor. At the IMWF he specializes in the quantitative analysis of digital communication. He is the author of several books dealing with mathematics and economical analysis of law and edited several books on various managerial and economical topics. 3 AUTHORS 21 He also has a vast experience as a lecturer in statistics and managerial sciences. Chun-Ju Flora Hung-Baesecke 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. Alenka Jelen-Sanchez University of Stirling (UK) • Alenka Jelen-Sanchez is Senior Lecturer and Programme Director of MSc Public Relations degrees at the University of Stirling. She teaches public relations theories, public affairs and advo- cacy, and research methods. Her current research interest is in public relations as an academic discipline; relationships between media and politics; gender in media and public relations; and health communication. Her research has been published in international academic journals Public Relations Inquiry, British Politics and Public Relations Review as well as in edited books and professional PR publications. She is a member of the ECREA (European Communication Research and Education Association) Advisory Board. Mila Kavalić University of Novi Sad (Serbia) • Mila Kavalić, born in 1989, is currently a PhD candidate at the Faculty of Technical Sciences, Novi Sad and at Technical faculty „Mihajlo Pupin“ in Zrenjanin, University of Novi Sad, Serbia. She is an assistant at the Department of Management, Technical faculty „Mihajlo Pupin“ in Zrenjanin, University of Novi Sad. She received her MSc degree at the Technical faculty „Mihajlo Pupin“ in 2014 and at Faculty of Technical Sciences, University of Novi Sad in 2017. Her research interests include Management and Industrial Engineering. Éva Kaponya Faculdade de Ciências Sociais e Humanas - NOVA FCSH (Portugal) • With original background of macroeconomics, as a member of the monetary strategy staff, Éva Kaponya got in touch with institutional communications at the Hungarian central bank. The on-the-job experience turned out to be a real professional passion, that led her to seek academic insight in the area and to initiate master’s studies at the Faculty of Social and Human Sciences of Lisbon’s NOVA University. In her thesis, taking advantage of her deep understanding on the specificities of financial supervisors, Éva investigated the importance of reputation and legitimacy to these agencies, that intends to further explore during her doctoral studies. 3 AUTHORS 22 Philip Katz Charles University (Czech Republic) Makiko Kawakita Nanzan University (Japan) • Makiko Kawakita is a professor in the Faculty of Business Administration at Nanzan University in Japan. She received her Ph.D in Business Administration from Keio University in 2009. Before pursuing her academic research career in marketing, she studied Japanese painting, worked as an editor, graphic designer, and marketing planner, and is amateur cellist. Her research explores public relations, consumer behavior, and art management, such as in brand advocates of classical music concert halls and consumer behavior at classical music concerts. She has also written on media relations and social media in a textbook titled “Public Relations and PR Theory”. Jeong-Nam Kim University of Oklahoma (USA) Raymond L. Kotcher Boston University (USA) Sanja Kovačić University of Novi Sad (Serbia) • Dr Sanja Kovačić is an assistant professor at the University of Novi Sad, Faculty of Sciences, Department of Ge-ography, Tourism and Hotel Management. She teaches subject such as Psychology in Tourism and Tourism destination management. Her main research interests are related to the social and psychological aspects of tourism, destination marketing and branding and application of mathematical and statistical methods in tourism and hospitality. She has published over 70 research papers, 3 book chapters and participated in over 30 scientific conferences. She has been a visiting lecturer to countries such as Russia, Netherlands, Spain and France. Arunima Krishna Boston University’s College of Communication (USA) • Krishna, PhD (Purdue University) is an Assistant Professor of Public Relations at Boston University’s College of Communication. Her primary research interests lie in understand how publics and corporations perceive and respond to controversial social issues. Her work has examined issues such as vaccine negativity, and workplace gender discrimination to unpack how publics understand and respond to these issues. Dr Krishna’s work has appeared in journals such as Management Communication Quarterly, Public Relations Review, and Communication Yearbook, among others. 3 AUTHORS 23 Petra Kuhar University North (Croatia) • Petra Kuhar is a PhD student in Information and Communication Sciences at the Faculty of Humanities and Social Sciences, University of Zagreb. She holds a Master‘s degree in Political Science (undergraduate and graduate studies) from the Faculty of Political Science, University of Zagreb and postgraduate specialist degree in Public Relations from the field of corporate communications. She works as an assistant at the University of North in the Department of Public Relations and Journalism. Her research interests revolve around public relations and corporate communication. Farah Latif George Mason University (USA) • Latif is a Ph.D. student in the Department of Communication at George Mason University, Fairfax, Virginia. She also serves on the faculty at the Department of Organizational Sciences and Communication, George Washington University, Washington, D.C. Her current research focuses on health communication in diaspora communities and issues of reputation management and its counteragent, character assassination. Her past research has focused on international public relations and the U.S. public diplomacy particularly the role it plays in countering violent extremism. She has held strategic communication positions in corporate and nonprofit organizations. Latif thinks it is quite odd to refer to herself in the third person. Hyelim Lee Seoul National University (Korea) • Hyelim Lee is currently a Ph.D. candidate at Seoul National University. Her primary research interests are studies in public from the PR theory perspective. She has a tremendous interest in the public members‘ relationships with the organizations. She recently published an article about the underground information market dynamics in the Dong-A Business Review (DBR). She conducted extensive survey research on employee communication of the major Korean companies such as KT and SK. Liane W.Y. Lee Technological and Higher Education Institute of Hong Kong (Hong Kong) • Dr Lee has 15 years of senior management experience in financial com- munication and product management. She had worked in HSBC and Standard Chartered Bank (HK) Limited in Personal, Small Medium Enterprise and Private Banking segments. Dr Lee represented HSBC in the launch of Renminbi and De-posit Protection Scheme with Hong Kong Monetary Authority. Her last post was Chief Operating Officer of a mining company based in the Asia Pacific region. Dr Lee had developed a strategic research agenda in four specific areas of public relations-journalist engagement (Organiza- tion-Public Relations), guanxi (relationship marketing), financial and CSR communications with pub- lications in Public Relations Review and Journal of Business Research. She has extended her research into the Belt and Road Region. Tak-yan Leung Open University of Hong Kong (Hong Kong) 3 AUTHORS 24 Wenze (Chris) Lu The Hong Kong Polytechnic University (Hong Kong) • Lu Wenze graduated from the MA programme in Bilingual Corporate Communication at the Hong Kong Polytechnic University. After completing an excellent dissertation on online health communication, he was nominated to receive the CBS Distinguish Postgraduate Scholarship upon his graduation. His research interests include online health communication and media discourse analysis. His recent paper on media discourse analysis has been accepted by the ANZMAC 2019 Conference. Currently, he is researching in social influencers and health communication. Clila Magen Bar-Ilan University (Israel) • Clila Magen is a lecturer at the School of Communication in Bar Ilan University and a research fellow at the Center for International Communication at the University since 2012. Prior to joining academia, Dr. Magen served as a spokesperson for the Chair of the Committee of Defense and Foreign Affairs of the Knesset (Israel‘s parliament). From 2009 to 2011, she was a visiting scholar at the Communication Research Center in Boston University. Her fields of interest include public relations and crisis communication, media and national security and public diplomacy. She is the author of a book on intelligence services and the media in Israel. Juan Luis Manfredi Sánchez Universidad de Castilla-La Mancha (Spain) • Juan Luis Manfredi Sánchez. University of Castilla-La Mancha (Spain), he is senior lecturer of International Communication and Media Policy. He leads the project DiploCity, devoted to analyze 30 city diplomacy strategies in Latin America. As international scholar, he led “Media Pluralism Monitor 2015”, a project based at the European University Institute (Florence, Italy) financed by the European Com- mission, he led the Spanish research team.He is member of the editorial board of Esglobal.com, and frequent contributor to Cinco Días, financial newspaper, The Conversation. He has been member of the scientific board of the Real Instituto Elcano. @juanmanfredi Federica Mari Università IULM (Italy) Barbora Maronkova NATO Information and Documentation Centre (Ukraine) • Ms. Maronkova joined the North Atlantic Treaty Organization (NATO), Public Diplomacy Division in Brussels, Belgium in 2006 as program coordinator where she designed, planned and implemented public diplomacy campaigns in a number of NATO member states. As of September 2010 she advised several candidate countries on their national public awareness campaigns on NATO membership. From January to December 2016, she worked for the office of NATO’s Spokesperson. As of 1st March 2017, she holds the position of Director of NATO Information and Documentation Centre in Kyiv, Ukraine. In 2003, she established and headed a Slovak based NGO Centre for European and North Atlantic Affairs to contribute to public and academic debate on Slovakia’s membership to the EU and NATO. Her work included public relations and media appearances, public speaking, donors and stakeholders relations as well as the management of the NGO. 3 AUTHORS 25 Josianne Millette Université Laval (Canada) • Josianne Millette is a professor in Département d’information et de communication at Université Laval, Québec and a member of the Laboratory for Communication and the Digital (LabCMO). She holds a PhD in communication and teaches public relations from applied and critical perspectives. Her research focus on socio-cultural, ethical and political aspects of contemporary public relations practice, in particular as it relates to the social Web and social movements communications. Grazia Murtarelli Università IULM (Italy) • Grazia Murtarelli, Ph.D., is Assistant Professor of Corporate Communication at Università IULM in Milan (Italy), where she teaches Digital Communication Management and Web Analytics. Her research focuses on the analysis of online scenario and, more specifically, on the following issues: social media-based relationship management, online dialogue strategies, digital visual engagement processes and social media measurement and evaluation. She is Public Relations Student & Early Career Representative at International Communication Association (ICA). She is also a faculty affiliate of the Center of Research for Strategic Communication at Università IULM. Milan Nikolić University of Novi Sad (Serbia) • Milan Nikolić is a full professor at the Department of Management, University of Novi Sad, Technical Faculty “Mihajlo Pupin”, Zrenjanin, Serbia. In 1998 he graduated at the Technical faculty “Mihajlo Pupin” in Zrenjanin (University of Novi Sad). He defended his PhD thesis entitled: “Quantitative model for selecting a new product with research into relevant criteria”, in 2004 at the Department of Industrial engineering, Mechanical faculty, University of Belgrade. His basic fields of interest are organizational behavior and public relations. Milan Nikolić published more than 150 papers from which 18 papers in journals with impact factors. Cindy S.B. Ngai Hong Kong Polytechnic University (Hong Kong, China) • Cindy SB Ngai (PhD) is an Assistant Professor cum Programme Leader of MA in Bilingual Corporate Communication in the Department of Chinese and Bilingual Study at the Hong Kong Polytechnic University. Her research interests include bilingual communication in the corporate context and teaching and learning in higher education. She has published two research books on corporate communication in 2012 and 2015. Her work has also appeared in international peer-reviewed journals like Public Relations Review, Journal of Business and Technical Communication, International Journal of Business Communication, Discourse and Communication, PLOS One, Journal of Communication Management and Studies in Higher Education. Mirko Olivieri Università IULM (Italy) 3 AUTHORS 26 Ayla Okay Istanbul University (Turkey) • Ayla Okay (Prof. Dr.) formerly head of public relations department at Faculty of Communication, Istanbul University. She has a large number of academic researches and publications on public relations, corporate identity and health communications. She is one of the referees of the Journal of Strategic Communications, Public Relations Review, and also a member of scientific committee of the EUPRERA. She was one of the partners of the EU-sponsored ECOPSI project. She is also representative of the European Communication Monitor for Turkey. She still works as a full professor at Faculty of Communication in Istanbul University. Aydemir Okay Bolu Abant İzzet Baysal University (Turkey) • Aydemir Okay (Prof. Dr.) is full professor of department of public relations at Faculty of Communication, Bolu Abant İzzet Baysal University. He has published seven books and edited several international books, and numerous papers in national and international academic journals. He has taught, as an invited professor, in several renowned universities. His areas of interest are public relations, public relations theory, corporate communication, corporate advertising, crisis communication, and sponsorship. Burcu Oksuz Katip Celebi University (Turkey) • Burcu Oksuz is an associate professor in Faculty of Humanities and Social Sciences at İzmir Kâtip Çelebi University. She earned a BA degree from Ege University, an MA degree from Dokuz Eylül University, and a PhD degree in public relations from Ege University. Her research interests are reputation management, CSR, employer brand and corporate communication. Mehmet Özer Demir Alanya Alaaddin Keykubat University (Turkey) • Mehmet Özer DEMİR (phd.) is an assistant professor. Currently he is a member of Management Engineering Department at Alanya Alaaddin Keykubat University, Turkey. His research areas are Branding, Digital Marketing, Persuasive Strategies and Gamification. He aims to model consumer behavior using big data methods and machine learning algorithms. Onyinye (Onyi) Oyedele Milton Christian School (Canada) • Onyinye is a writ-er, poet, and author of Precious, a collection of poems (1st & 2nd editions). She is a communications professional with a background in journalism and creative writing. She has a Masters in Communications Management (MCM) from McMaster University, and a BSc. in Media and Communications Technologies from the University of East London, (UEL). Onyinye interned at Sky News, Channel 5 News, and The Wharf Newspaper. She has written for Teach and Rampike Magazines, and is an honorary-award holder. Research interests: Cross-cultural communications and partnerships. 3 AUTHORS 27 Thomas Pleil Hochschule Darmstadt – University of Applied Sciences (Germany) • Thomas Pleil, PhD, is Professor for Public Relations, in particular Online PR, at Darmstadt University of Applied Sciences and adjunct lecturer & researcher at Cork Institute of Technology (CIT), Ireland. Thomas was a PR consultant and communications manager for more than ten years. In Darmstadt he developed the B.Sc. program Online Communication and has carried out numerous projects for the transfer of knowledge - especially in medium-sized companies. His current topics include online communication, digital transformation, communication on sustainability, web literacy and lifelong learning. Sebastian Pranz Macromedia University of Applied Sciences (Germany) Marc Preisinger Macromedia University of Applied Sciences (Germany) • Marc Preisinger has studied Media and Communication Management at the Media Faculty within the Macromedia University of Applied Sciences in Cologne. After occupa-tions in the fields of strategic communications, change management and executive coaching, he works now in the marketing department of L’Oréal Germany. Anne-Marie van Prooijen Erasmus University Rotterdam (Netherlands) Lars Rademacher Hochschule Darmstadt – University of Applied Sciences (Germany) • Lars Rademacher, PhD, is professor for Public Relations at Darmstadt University of Applied Sciences and adjunct lecturer & researcher at Cork Institute of Technology (CIT), Ireland. Before joining academia, Lars spent more than 15 years as communication consultant, account executive, media relations manager and executive coach working for a number of national and multinational companies including BASF and Volkswagen. His research interests cover public legitimacy, PR ethics, political communication, leadership & executive communication, CSR and compliance communication. Since 2017 he is a member and since 2018 the Chairmen of the German Public Relations Council. Ana Raposo Escola Superior de Comunicação de 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. 3 AUTHORS 28 Stefania Romenti Università IULM (Italy) • Stefania Romenti, Ph.D, is Associate Professor in Strategic communication at IULM university (Milan, Italy) where she is Chair of the Master of Science in Strategic Communication and Director of the Executive Master in Corporate Public Relations (IULM University). She is Adjunct Professor at IE Business School (Madrid) and at International University of Monaco. She is Founder and Director of the Research Center in Strategic Communication (CE-COMS) and Member of the Board of the European Association of Public Relations Education and Research Association (EUPRERA). Dr. Romenti centers her research on strategic communication, corporate reputation, stakeholder management and engagement, dialogue, social media, measurement and evaluation. Francisco Seoane Pérez Universidad Carlos III de Madrid (Spain) • Francisco Seoane Pérez. Universidad Carlos III de Madrid (Spain) (PhD, University of Leeds), he is assistant professor in Journalism Studies at the Department of Communication, Universidad Carlos III de Madrid (Spain). His research interests are in the areas of political communication, populism, hate speech and literary journalism. Past publications include the book ‘Political communication in Europe: The cultural and structural limits of the European public sphere’ (Palgrave Macmillan, 2013). He is the co-editor of the International Journal of Media and Cultural Politics (Intellect Books). Alex Sévigny McMaster University (Canada) Piyush Sharma Curtin University (Hong Kong, China) Holger Sievert 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. Yasushi Sonobe Toyo University (Japan) • Yasushi Sonobe is a professor in the Faculty of Sociology at Toyo University in Japan. He received his Ph.D. in Commerce from Hitotsubashi University in 2007. He specializes in marketing communications, in particular how the brand value perceived by consumers changes through corporate advertising, public relations or philanthropic activities. His recent research focuses on consumer attitudes toward corporate brands and art 3 AUTHORS 29 events. He has also written on CSR and the corporate philanthropy in a textbook titled “Public Relations and PR Theory”. Anja Špoljarić University of Zagreb (Croatia) • Anja Špoljarić is a Research Assistant at the Department of Marketing at the Faculty of Economics and Business in Zagreb. She is working on a project funded by Croatian Science Foundation titled “The role of internal communication in an organization: position, channels, measurement and relationship with related concepts” and has recently enrolled a PhD at the Faculty of Economics and Business. Marta Takahashi Edward Bernays University College (Croatia) • Marta Takahashi is a lecturer in the Department of Public Relations at Edward Bernays University College, Zagreb, Croatia. Since 2009 she has been volunteering at the Caritas Home for children without parental care. In 2012 Caritas of the Archdiocese of Zagreb named her Volunteer of the Year. She won the IFiA Lady Prize, presented by the International Federation of Inventors’ Associations, for the best work by a female innovator at ARCA 2010. She is the editor of a book and the co-author of several professional and academic papers, and is currently a doctoral student of communication science at the Josip Juraj Strossmayer University of Osijek. Wing Chee Tang Chinese University of Hong Kong (Hong Kong, China) • Ms. TANG, Wing Chee, a post-graduate student of M.S.Sc. in Corporate Communication from the School of Journalism and Communication, the Chinese University of Hong Kong (CUHK). Edit Terek Stojanović University of Novi Sad (Serbia) • Edit Terek Stojanović is an assistant professor at the Department of Management, University of Novi Sad, Technical Faculty “Mihajlo Pupin”, Zrenjanin, Serbia. She graduated at the Technical faculty “Mihajlo Pupin” in Zrenjanin (University of Novi Sad) in 2008. She defended her PhD thesis entitled: “The impact of media relations on certain organizational and business performances in companies in Serbia”, in 2017 at the Department of Engineering management at University of Novi Sad. Her basic fields of interest are public relations and organizational behavior. She published more than 80 papers from which 12 papers in journals with impact factors. Ashika Theyyil McMaster University (Canada) 3 AUTHORS 30 Gareth Thompson 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 technol- ogy 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. 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 currently the president of the Croatian Public Relations Association. Selin Turkel Izmir University of Economics (Turkey) • Selin Türkel is an Associate Professor at Faculty of Communication of Izmir University of Economics and working as the chair of Public Relations and Advertising department. She provides courses on public relations, marketing communication research, corporate social responsibility, and volunteerism. She is interested in research topics of corporate communication, corporate social responsibility, and marketing communication research. She has published in academic journals such as Public Relations Review, Corporate Social Responsibility and Environmental Management, Corporate Communications: An International Journal, and Turkish Review of Communication Studies. Ebru Uzunoglu Izmir University of Economics (Turkey) • She is a Professor of Public Relations and Advertising Department at Izmir University of Economics (IUE). She worked as the head of the department for 8 years and as the Acting Dean of the Communication Faculty for 2,5 years. She worked as a visiting scholar at Medill School of Journalism, Media, Integrated Marketing Communications - Northwestern University between 2016-2017. She has published several academic papers in the leading journals including Public Relations Review, Industrial Marketing Management, Journal of Marketing Communications, International Journal of Information Management, and Corporate Social Responsibility and Environmental Management. She is the co-editor of Integrated Communication in Post-Modern Era with Prof. Dr. Philip J. Kitchen. She also has published many chapters in different international books. She teaches courses on Principles of Public Relations, Marketing 3 AUTHORS 31 Communications, Communication Campaign Design, Senior Project, and Brand Management. Inês Veiga Escola Superior de Comunicação de Social/Instituto Politécnico de Lisboa (Portugal) • Master and Degree in Public Relations and Corporate Communication from the Media and Communications College in Lisbon. She started her career in a multinational company, working in the internal communication area. She currently works at a multinational insurance company as Marketing Specialist. Dejan Verčič University of Ljubljana and Herman & partners (Slovenia) • Dejan Verčič is Professor, Head of Department of Communication and Head of Centre for Marketing and Public Relations at the University of Ljubljana, and Partner in strategic consulting and communication company Herman & partnerji d.o.o., 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. Joost Verhoeven University of Amsterdam (The Netherlands) • Dr. Joost Verhoeven is an Assistant Professor in Corporate Communication at the Amsterdam School of Communication Research. He is interested in employee communication in general, and work-related social media use, enterprise social media, and employee voice and silence in particular. Marko Vlahović University of Novi Sad (Serbia) • Marko Vlahović is a PhD candidate at Tehnical Faculty Mihajlo Pupin, University of Novi Sad. He finished his Bachelor academic and applied studies of economics at the Belgrade Business School and the Faculty of Commerce and Banking, Alfa University, in Belgrade. After completing his master‘s degree of engineering management at the Technical Faculty Mihajlo Pupin, University of Novi Sad, in 2015 he became a PhD candidate of engineering management at the same university. He is interested in scientific fields such as management, marketing and corporate communications. Since 2011 he has become a public relations manager at IDEA and Mercator-S company. Riccardo Wagner Macromedia University of Applied Sciences (Germany) 3 AUTHORS 32 Yijing Wang Erasmus University Rotterdam (Netherlands) • She is an Assistant Professor of Organization and Corporate Communication in the Department of Media and Communication at Erasmus University Rotterdam, The Netherlands. Before joining the department in September 2015, she was Associate Dean for Asia and Assistant Professor of Business and Society Management at TIAS Business School, Tilburg University. She obtained Master degree in Financial Economics with a high distinction from School of Economics, Erasmus University Rotterdam, the Netherlands, and a PhD degree in Corporate Reputation and Stakeholder Management from Rotterdam School of Management (RSM), Erasmus University Rotterdam. Tomaš Weiss Charles University (Czech Republic) Arne Westermann University of Applied Sciences (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 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. Donald K. Wright Boston University (USA) Shih Chia Wu The Chinese University of Hong Kong (Hong Kong, China) • Dr. Wu Shih-Chia is a faculty member 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 millennial social media usage behavior and influence in Greater China has received widely attention from academia, industry and media. She also accelerates CSR communication study among Taiwan and Hong Kong universities. 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 executive management teams and served as the corporate spokesperson. Xiaying Beijing Xu Normal University-Hong Kong (Hong Kong, China) 3 AUTHORS 33 Ansgar Zerfass University of Leipzig (Germany) • He is Professor and Chair of Strategic Communication at the Institute of Communication and Media Studies at the University of Leipzig, Germany and Professor of Communication and Leadership at BI Norwegian Business School, Oslo. He is Editor of the “International Journal of Strategic Communication”, USA, and a former President of the European Public Relations and Education Association (EUPRERA). He initiated the European, Asia-Pacific Latin-American and North American Communication Monitor series covering more than 80 countries as the world’s largest continuing study in communication management. So far, he has published 34 books and more than 300 journal articles, book chapters and study reports in multiple languages about his research areas corporate communications, international communication, social media and measurement/evaluation. Mengmeng Zhao Hang Seng University of Hong Kong (Hong Kong, China) 4 ABSTRACTS 34 Examining national identity building from a semantic network analysis perspective: the cognitive structure of Kemalist journal Ülkü Aysun Akan Izmir University of Economics (Turkey) Selin Turkel Izmir University of Economics (Turkey) Ebru Uzunoglu Izmir University of Economics (Turkey) Aytunç Erçifci Izmir University of Economics (Turkey) Introduction and purpose to the republic’s secular western values. Howev- er, top-down modernisation project of the elite This study focuses on Ülkü, the official journal challenged by a largely conservative peasant so- of the People’s Houses, which was designed to ciety (Tunçay, 2010: 49-55). create an ideology for the modern Turkish state as opposed to Ottomanism. It is aimed to ex- The republican elite then launched an ambi- amine the cognitive structure of Ülkü version tious project of establishing the People’s Houses of Kemalist modernism through a semantic net- across Turkey, even in the remotest corners of work analysis. the country, to spread the secular, western ideas Literature review among the population. The People’s Houses were opened in fourteen cities in 1932, by 1950 the The collapse of the Ottoman Empire at the end number of houses reached to 478 (Çeçen, 1990: of the First World War in 1918 was a traumatic 10-20). experience for both the elite and society. Nation- al Independence War (1919-1922) successfully 75 periodicals were published by these People’s led by the western educated middle class intel- Houses. Ülkü was published by Ankara People’s lectuals and the establishment of the Republic of House, the capital city of Turkey. Ülkü demon- Turkey as a modern state in 1923 marked the strates an exceptional effort on the part of the beginning of a new era. elite to create a modern-western identity. It was printed between 1933 and 1950, for 17 years, The 1920s and 1930s were crucial in the con- 272 issues in total. The founding father of Tur- solidation of the nation state in the new repub- key, Mustafa Kemal Atatürk himself named the lic. The republican elite sought to implement a Journal Ülkü, meaning Ideal. The journal as- series of reforms to modernise or westernise sumed the task of educating the masses based on Turkey. These reforms crucially involved mod-western ideas, habits and tastes. ernisation of the populations in order to shape a new type of citizen: a republican citizen loyal The quest for how communication can serve for 4 ABSTRACTS 35 national identity and unity has been an ongoing The study will also demonstrate the utility research emphasis in political science. Howev- and contribution of semantic network analy- er, the function of communication is highlighted sis for understanding the structure of Ülkü, as as only a channel or network. Public relations a vehicle for replacing the traditional even ‘ar- offers a vast potential since it offers “an elabo- chaic’ Ottoman-Muslim identity with the new rate model communication that focuses on how modern-western identity. The initial findings of meanings are socially constructed” (Taylor and qualitative research have demonstrated embed- Kent, 2006 :303). Accordingly, the assumption ded ideological meanings related to the modern that people are ignorant and need to be educated national identity (i.e., Aydin, 2004), this study is an one way approach (Toledano and McKie, will further the understanding by revealing la- 2013) against public relations engagement per- tent meaning in the text. Accordingly, the fin- spective. dings will provide insights regarding identity building communication practices which might Methodology be also valid in other cultural contexts. This study employs semantic network analysis; Keywords: cognitive structure, national identity, it uses network analytic techniques - with words public relations, semantic network analysis, Kemal- of written text as vertices - for revealing cog- ism. nitive structure of Ülkü. The period from Feb- ruary 1933 to August 1936 is selected for data References analysis as “Ülkü elite, is dominant during this particular period” (Aydın, 2004: 64). The unit Aydin, E. (2004). Peculiarities of Turkish Rev- of analysis is editorial in each Pajek, the program olutionary Ideology in the 1930s: The Ülkü for analysis and visualization of networks is uti- Version of Kemalism, 1933–1936. Middle lized for data analysis. Eastern Studies, 40(5), 55-82. Bayraktar, Zerrin. and Alpar, Cem. (1982). Findings Ülkü Seçmeler (1933-1941), Ankara İktisadi The results are not yet complete as the analysis ve Ticari İlimler Akademisi. is in progress. The researchers made no changes Çeçen, Anıl. (1990). Halkevleri, Gündoğan to the text of editorials but only deleted func- Yayınları: Ankara. tion words such as determiners and conjunc- Taylor, M., & Kent, M. L. (2006). Public Re- tions from dataset. At the end, the most salient lations Theory and Practice in Nation. Public associations will be identified by calculating the relations theory II, 299. importance of each vertex (word) within graph via centrality measures. Toledano, M., & McKie, D. (2013). Public re- lations and nation building: Influencing Israel. Implications Routledge. Unveiling collective structure of Ülkü from a Tunçay, Mete. (2010). Türkiye Cumhuriyeti’nde network perspective can have important conse-Tek Parti Yönetimi’nin Kurulması (1923- quences for public relations literature in terms 1931, Tarih Vakfi Yurt Yayınları: Istanbul. of building national identity. 4 ABSTRACTS 36 Social media use during the 2016 Fort McMurray, Canada Wildfires: An exploration of the role of sense of community Natalie Austin McMaster University (Canada) Purpose tinct body of research focused on disaster com- munication, there is currently an underdevel- This study examines social media use during the oped exploration of the reasons that individuals 2016 Fort McMurray wildfires disaster in Al- use social media during disaster situations, with berta, Canada, through the lens of McMillan and conflicting results. Social media has been lauded Chavis’s 1986 sense of community framework. for its ability to coalesce information and create Specifically, it asks and answers questions like: connection over distances; indeed the body of Why does an individual located geographically distant from a disaster area, choose to demon- research suggests that information seeking is a strate support through social media? Do these strong motivator for social media use in disaster individuals feel close in some way to the more situations. Yet the body of research shows mixed proximate disaster victims? For individuals more negative and positive psychological results of its proximate to the disaster, does creating, sustain- use in disasters. There is no known study that ing, or enhancing a sense of community act as directly applies McMillan and Chavis’s 1986 a motivator to participate in the use of social sense of community framework to the use of so-media? Finally, the study asks if the character- cial media in disaster situations. istics that represent a sense of community are a consideration for disaster communicators using Methodology social media on behalf of organizations. This study used a multi-method design to ac- Literature Review quire both qualitative and quantitative data. Two populations of individuals who had utilized so- The review of literature shows a large body of cial media about and during the Fort McMurray research regarding crisis communication and fires completed an 18 question online survey: social media use that focuses on form, source, those residing within Fort McMurray (n=137), the crafting of the social media message, and the and those residing in other parts of Canada out- public’s acceptance of that message. While there side of Fort McMurray (n=101). In addition, are common threads in organizational crisis disaster communicators associated with the Fort communication and disaster communication, the McMurray fires were interviewed (n=6) via differences are enough to warrant separate and phone by the researcher. All research was con- distinct study of each concept. Within the dis- ducted within a three-week period. 4 ABSTRACTS 37 Results and Conclusions individuals are able to understand, remember, or express about their underlying motivations. The study found that, though sense of commu- nity was not a specifically stated consideration Practical and Social Implications in disaster communication planning, these dy- namics played a role in the both the public’s Social media remains a tool for connection. This and communicators’ use of social media during research strongly points to a shared experience the Fort McMurray wildfire disaster. Further, a being the number one driver for individuals to sense of community was a motivating factor in feel a sense of community, and that the feelings sustained social media connection for individu- of a shared online experience can re-enforce als after the disaster was over. Geographic prox- feelings of a sense of community. While disaster imity to the disaster was found to mediate an communicators do not currently plan their com- individual’s desire to be connected with others munication activities or messaging around en- via social media during a disaster, even though abling a sense of community in audiences, they populations across Canada seemed to experience are utilizing social media in ways that include the wildfire disaster in similar ways. some components of sense of community. This study answers the call for more research into Limitations social media use during disaster, and has impli- cations for emergency planning within Canadi- A research study of this size and nature does an municipalities. Disaster communicators have not allow for other research methods, which a responsibility to include sense of community may have been helpful in uncovering underly-tenets in their disaster planning, and have a via- ing motivations within a new and complicat- ble tool in social media with which to fulfill this. ed framework. Further, surveys and interviews were conducted one year following the 2016 Keywords: Disaster communication, Fort McMur-Fort McMurray fires. It is unclear how much ray fires, Sense of community, Social media 4 ABSTRACTS 38 The scoring economy: Reputation management in the age of algorithms Pauline Berry McMaster University (Canada) Introduction and purpose of the study rating both of these spheres together is dismal; thus, this study intends expand current research We live in an algorithmic age, an age where al- by highlighting the impact algorithms have on gorithms influence our smallest, most miniscule organizational reputation management in hopes choices to our largest, most life-defining deci- that it helps organizations better understand sions. By surveilling and recording our online how to build and maintain their reputations - on activity, algorithms are able to “construct a rich and offline. portrait of a digital identity that we cannot con- trol” (Beck, 2015, p. 127). Myriad authors, Methodology researchers, and professionals dedicate their research to exposing the reality behind the biased, To understand how algorithms impact organiza- and subjective nature of these algorithms.The tional reputation, this study explores three main proliferation of algorithms and mounting public research questions. The first research question concern present challenges for not only individ- (RQ1) is concerned with how search engine al- uals, but also organizations. In fact, algorithms gorithms impact customer trust and perception have rapidly become commonplace in stake- of an organization. The data collection method holder interactions. Thus, communication prac- that will be used for this research question is titioners will increasingly be tasked with “man- an online survey deployed through Amazon’s aging reputational [and trust] concerns [created MTurk with a sample size of at least 100 par- by] algorithms” (Buhmann, 2019, para. 4).The ticipants. The second research question explores purpose of this study is to understand how and how and to what extent search engine algorithms to what extent algorithms are impacting corpo- impact how organizations build trust with their rate reputation management. Simply, this study stakeholders and manage their reputation. The explores how algorithms, like search engine and data collection method used for this research automated journalism algorithms, are changing question involved telephone interviews with ten how organizations build and maintain their rep- Canadian senior communications professionals. utations - both on and offline. The final research question explores how and to what extent automated journalism impacts Literature review customer trust and perceived credibility of orga- nizations. The data collection method that was This research is quite novel in that it attempts used for this research question was an online to marry two fields that have yet to be united; experiment deployed on Amazon’s MTurk with notably, algorithms and reputation management. a sample size of 100 participants. Current research explores these topics indepen- dent of one another. Existing research incorpo- 4 ABSTRACTS 39 Results and conclusions understand how various algorithms, like search, impact the organization’s reputation over time. Given this paper is still in progress, the results are still to be determined. However, some lim- Practical and social implications itations do exist. A clear limitation of this study is its small sample size, mainly due to the re- The practical and social implications of this searcher’s limited time and financial resources study are both educational and directional for – the sample is not representative of the Ca- both communications practitioners and society nadian communications industry and should in general. The results of this research have the only be referenced within the study’s parame-potential to alter the practice of reputation man- ters. Secondly, the researcher used the platform, agement altogether. The practical intent of this Amazon MTurk, for data collection – namely in study is to provide communicators with a guide the online experiment and online survey data of how to mitigate and manage reputational collection methodologies; the limitation of this issues that might arise from our new scoring platform is that there is no way to be sure the economy. participants were honest in their responses, as they were compensated for their participation. Keywords: reputation management; search en- This limitation could skew the accuracy and gine algorithms; automated journalism; algorithmic replicability results. Thirdly, participants in the transparency telephone surveys could have exaggerated or References provided inaccurate responses to the questions posed, creating a potential limitation. Fourthly, Beck, E, N. (2015). The invisible digital identi- the literature assessed was limited to the re- ty: Assemblages in digital networks. Computers searcher’s knowledge on the topic and access to and Composition, 35, 125-140. http://dx.doi. information – potentially limiting the breath of org/10.1016/j.compcom.2015.01.005 literature included. Future studies in this field of research are encouraged to expand the scope of Buhmann, A. (2019, March 16). Reputation the study to more of a global scale to understand and accountability in the age of algorithms whether similar experiences exist in other juris- [web article]. Retrieved from https://insti- dictions outside of Canada. Another direction of tuteforpr.org/reputation-and-accountabili- study could focus on a specific organization to ty-in-the-age-of-algorithms/ 4 ABSTRACTS 40 Inter-organizational Relationship Elaboration Function of PR to Foster CSOs Online Participation and co- creation in Advocacy Networks: ‘No Pesticides on my Plate’ campaign Banu Bıçakçı İzmir University of Economics (Canada) Introduction and purpose of the study comes of the network members into consider- ation, as well. Civil society organizations (CSOs) have distinc- tive goals, motivations, organizational cultures, The main purpose of this study is to examine activism levels, professional communication the quality of relationship between a leading abilities and capacities; even they are acting in CSO and network member CSOs as a potential the same field. When they become members of indicator of members’ online communication an advocacy network, all those variations may performances. The study reviews an EU funded lead to discrepant communicative behavior. campaign, led by Buğday Association and named Thus, encouraging member organizations to ‘No pesticides on my plate’. Accordingly, the fol-collaborate and co-create messages towards an lowing research questions are posed: advocacy goal is a major challenge in PR. CSOs as members of an advocacy network are neither RQ1. What are the PR tactics employed by Buğ- external, nor internal publics and yet, they are day to encourage the member CSOs to support both. This exclusive status is an opportunity and campaign objectives? threat from the PR perspective; when considered thoroughly, it might help inter-organizational RQ 2. What is the quality of the relationship relationship elaboration function of PR. Bearing between Buğday and the member CSOs? this in mind, relationship management approach provides a useful framework to study the quality RQ 3. Do the member CSOs have the necessary of relationship within an advocacy network. technical capacity and human resources to man- age their social media accounts? Social media instruments have become an in- tegral part of the advocacy strategies of CSOs RQ 4. Are the member CSOs participating the and many of them utilize these platforms to communication process and co-creating the mobilize their audience and involve them to campaign messages in the social media? support their work, change a behavior, take part in activism, or increase awareness of an Consequently the following hypothesis is con- issue. So, this research takes social media out- structed: 4 ABSTRACTS 41 H1: The quality of relationship between the Considering the first research question, the study leading CSO and the member CSOs in an advo-relies on data collected through interviews with cacy network will predict the frequency of the the campaign’s senior communication practi- members’ relevant social media messages. tioner via telephone and e-mail. The informa- tion is backed with textual analysis of secondary Literature review sources. Civil society is an important social location for The quality of relationship between Buğday and PR (Moloney, 2006). According to Taylor and the member CSOs is measured by a survey sent Kent (2017, p.18) public relations as an in- to the CSOs. It is based on a scale adapted by ter-organizational relationship building func- Sommerfeldt and Kent (2015). Control mu- tion, can help organizations coordinate action, tuality, trust, commitment and satisfaction are reduce uncertainty, build trust and sustain net- the items measured on a 5 point Likert scale, works of organizations in civil society. as indicators of relationship quality. The survey also includes descriptive items in order to depict Among the theories such as Resource Dependen- the social media usage of the CSOs, which was cy, Social Network, Collective Action and Com- the third research question. The descriptive data munity Ecology, Sommerfeldt and Kent (2015) enabled us to identify the active and constantly asserted that Relationship Management Theory updated accounts. These accounts are the sub- is beneficial in understanding the quality of rela- jects for the following question, for which con- tionships in a network. tent analysis method is employed. The contents “Communicative driven relationships with pub- of the member CSOs’ pre-determined social lics in NGOs can be studied from both relational media accounts are scanned between December processes and outcomes […], outcomes in terms 2019-April 2020, and the frequency of relevant of the communication goals of these relation- posts is detected quantitatively. Subsequently, ships” (Oliveira, 2017 p.117). CSOs develop the hypothesis is tested statistically. their presence in social media platforms and ad- Limitations vance their advocacy strategy. These platforms are used to set the agenda according to CSOs The results of this research are limited with the interests and objectives (Duberry, 2019) data gathered from a limited number of CSOs. Because of the comparatively small size of pop- Methodology ulation and thus, survey data, the results are The research depends on case study method; the not generalizable. Another limitation is associ- chosen campaign is ‘No pesticides on my plate’ ated with the content analysis of social media of an advocacy network, composed of a lead- accounts, whereas the posts on only two most- ing CSO, ‘Buğday Association’ and 100 member ly preferred sites were taken into consideration CSOs including cooperatives, food communities, and the temporary ‘stories’ are excluded from associations, ecology networks, collectives, plat- the analysis, because of the technical inconve- forms and chambers. Their goal is to contribute nience. to increasing food safety, health and protection Practical and social implications of environment in Turkey through decreasing the use of pesticides. These organizations form This study contributes to our understanding of the population of this study. the role and significance of PR in civil society. 4 ABSTRACTS 42 Keywords: Inter-organizational communication, References Relationship management, Civil Society Organizations (CSOs), Advocacy networks, social media Duberry, J. (2019). Global Environment Gover- nance in the Information Age: CSOs and Digital Media, Oxon:Routledge. Moloney, K. (2006). Rethinking Public Relations (2nd ed.), Oxon:Routledge. Oliveira, E. (2017). Strategic Communication: The Instigatory Theory of NGO communication (ITNC), Berlin: Springer. Sommerfeldt E.J., Kent, M.L. (2015). Civil Soci- ety, Networks, and Relationship Management: Beyond the Organization–Public Dyad, In- ternational Journal of Strategic Communica- tion, 9(3), pp. 235-252, DOI:10.1080/15531 18X.2015.1025405 Taylor, M., Kent, M. (2017). Nation Building in the Former Yugoslavia, in International PR: Perspectives from Deeply divided societies (eds. Somerville, I, Hargie,O., Taylor, M. and Tole- dano, M.), pp. 9-27, Oxon:Routledge 4 ABSTRACTS 43 Using Public Relations to drive fundraising success: A case study on relationship building in not-for-profits Cynthia Breen Conestoga College (Canada) Introduction a part of an organization’s strategy, which are reciprocity, responsibility, reporting, and rela- This research aims to discover if the principles tionship nurturing, which were also discussed in of public relations, through the work of Hon and Hon and Grunig’s (1999) work as symmetrical Grunig’s, Guidelines for Measuring Relationships strategies that could be used to foster growth in Public Relations (1999), could be applied to within an organization. the not-for-profit sector. And if so, could their measurement formula (1999) be used to build Methodology a scoring system that predicts an individual’s likelihood of giving to a charity, using statistical For this study, a not-for-profit in Canada was analysis through a case study. selected, as it is in a system that is facing a significant challenges and changes in the sector, Literature Review similar to that of many other not-for-profits. It operates with a database, similar to others, that In Hon and Grunig’s (1999) research, they allows fundraisers to keep records those they looked at control mutuality, trust, satisfaction, have relationship with. From this database, a ran-commitment, exchange relationship, communal dom segment of individuals was chosen, with a relationship, as markers for an organization’s re- total number of 5470 individuals being emailed lationship within different audience types. They a survey, following the design established by Hon concluded that “when perceptions of relation- and Grunig (1999). The results were then used ships are measured from both sides, one can be- to guide a score for an individual’s likelihood gin to measure gaps in the way management and to give, based on their responses using a Likert publics perceive the relationship” (p. 5). This scale, and applying a T-test. model seems comparable to the work that is done in the fundraising sector, and furthers the Results and Conclusions importance of relationship. This research showed that the Hon and Grunig Kelly (2001) explains, that in order for fund- (1999) principles could be applied to under- raising to be successful, it should be redefined standing the donor relationship that donors. as a specialization of public relations, as it man- Those who knew more about the not-for-profit ages communication between the organization organization do not necessarily feel connected, and donors. Heath (2001) went on to discuss but when the scales of Hon and Grunig (1999) the elements of fostering a relationship, that is are applied with a T-test, the impact that com- 4 ABSTRACTS 44 munications can have on their willingness to do- Practical Implications nate was discovered. This research provides a basis of understanding For example, similar to Hon and Grunig (1999), for the value that the Hon and Grunig (1999), respondents answered questions related to con- offer beyond public relations. The principles of trol mutuality. Based on the Likert scale, the their work (1999) study can be applied to fund-mean response for those that said yes or no for raising and can provide insight for understand- the potential of future giving in the next twelve ing alumni and their relationship with charities months showed a statistical difference in their and not-for-profits around the world. Moving response. This would indicate that those who forward, organizations should adjust their orga-said they will potentially give in the next 12 nizational structure to allow for public relations months, were more likely at a 95% significance professionals to become relationship managers, level to give a higher rating to the statements of while applying principles for improving rela- control mutuality than those who did not intend tionship and connection with donors. to give. An important consideration for public Keywords: Not-for-Profit, Fundraising, Relation-relations professionals in the sector, working to ship measurement, Case study, Stewardship build relationships of trust with their donors. References The responses were gathered with no identify- ing factors for respondents, meaning that the re- Heath, R. (2001). Handbook of public relations. sponses could not be returned to the database Thousand Oaks, Calif.: Sage Publications. for an individual, for retesting at future inter- Hon, L. & Grunig, G. (1999). Guidelines for vals. This impacts the ability to use these scores Measuring Relationships in Public Relations. In- as a marker for program success over time, but stitute for Public Relations. http://www.insti- in future, research could be adjusted to allow tutueforpr.org. for identifiers, to mark how communications Kelly, K.S. (2001). Stewardship: The Fifth Step campaigns change responses. This would be a in Public Relations Process. In R.L. Heath significant opportunity for future research, and (Ed.), Handbook of public relations. Thou- would be beneficial for public relations moving sand Oaks, CA: Sage. forward. O’Neil, J. (2007). The link between strong pub- lic relationships and donor support. Public Re- lations Review, 33(1),99-102. doi:10.1016/j. pubrev.2006.11.021 4 ABSTRACTS 45 What difference does it make? A study of UK initiatives designed to improve representation of women at senior levels in public relations Liz Bridgen Sheffield Hallam University (UK) Introduction and purpose career-enhancing power networks. The last five years has seen many professional The last five years have seen an appetite among associations, public relations leaders, industry UK public relations leaders to reduce the gender magazines, blogs and websites highlight the gen-gap in public relations and my 2020 study re- der gap in public relations and actively campaign views and categorises the many initiatives from to ensure that women better represented in the the past five years in the UK and reviews their workplace at senior level through a variety of potential impact. initiatives and thought leadership. Literature review In 2015 I carried out a review which explored *why* women resigned from senior roles in Globally, women outnumber men in junior and the public relations industry. Prior to this study middle management public relations roles across there had been numerous attempts to explain the most of the western world – but are in the mi- reason for women’s under-representation in se- nority in senior management. nior public relations roles but little attention had been given to the factors which caused women The focus of writing on gender is shifting to a to abandon a career. more mixed approach which sees oppression of women due to gender as inseparable from dis- The 2015 study found that the overriding reasons cussions around class, sexual orientation, dis- for women leaving public relations were because ability, race, and age. they felt excluded from ‘meaningful’ public rela- tions work as childcare restrictions meant that Women outnumber men in junior and mid-level they were not considered (or felt unable to take public relations roles across most of the world up) the ‘exciting’ projects. Interviewees believed - for instance in the UK (e.g. Chartered Insti- that they were pushed, rather than pulled, into tute of Public Relations , 2019; the USA (e.g. leaving public relations due to being side-lined Aldoory & Toth, 2002; Sha, Tindall and Dozier, into non-career roles, passed over for promotion 2010), Germany (e.g. Fröhlich & Peters, 2007) due to their gender, or felt that they were unable and Russia (e.g. Tsetsura, 2012). However, in to take part in a full range of occupational ac- senior positions (above the role of account di- tivities, thus removing them from relevant and rector/head of communications), women are in 4 ABSTRACTS 46 the minority in public relations roles. Bibliography Methodology Aldoory, L. & Toth, E. (2002) Gender discrep- ancies in a gendered profession: A developing A literature review which explored UK-based theory for public relations. Journal of Public Re- initiatives which were published by the follow- lations Research, March 2002, vol 14(2), pp. ing: 103-27 • Blogs featured in Vuelio’s ‘top 20’ PR blog- Chartered Institute of Public Relations (CIPR) gers list State of the Profession Benchmarking Survey [WWW] https://www.cipr.co.uk/stateofpr • PR magazines Fröhlich, R. and Peters, S. (2007) PR “bunnies” • leading PR websites caught in the agency ghetto? Gender stereo- types, organizational factors, agencies and • PR professional associations women’s careers in PR. Journal of Public Rela- tions Research, 2007 19 (3), pp. 229-254. Results and conclusions Sha, B.L., Tindall, N. and Dozier, D.M. (2010) This study suggests that while a drive to improve Delusions vs. Data Longitudinal Analysis of the representation of women at senior levels in Research on Gendered Income Disparities in public relations has remained a strong focus in Public Relations Paper presented to the Pub- the public relations industry over the past five lic Relations Division, Association for Education years, none have suggested that structural or so- in Journalism and Mass Communication Annual cietal change is needed. Principally the studies Convention, August 5, 2010, Denver, Colora- have focused on the following areas: do. [WWW] Available at: http://jms.sdsu.edu/ wordpress/wp-content/uploads/2011/04/De- Promotion of flexible working lusions-vs-Data.pdf Promotion of homeworking Tsetsura, K. (2012) A Struggle for Legitima- cy: Russian Women Secure Their Professional Awareness-raising campaigns Identities in Public Relations in a Hyper-Sex- ualized Patriarchal Workplace , Public Relations Calls for salary transparency Journal, 2012, Vol. 6 (1), pp. 1-21 Valorising successful women This study observes that despite the visibili- ty of these initiatives, industry surveys such as the CIPR’s State of the Profession report (2019) suggest that the situation is becoming worse for women, not better. There are now increased gender discrepancies at senior levels in public relations and the occupation is becoming less di- verse in terms of class, age, disability, and race. 4 ABSTRACTS 47 Social Media, are the lines between professional and personal use blurring? Josie Cassano Rizzuti McMaster University and ArcelorMittal Dofasco (Canada) Introduction and purpose of the study bring to the shared workplace diverse and often paradoxical attitudes toward social media. A key aspect of understanding communications in a global environment is understanding social In the Arthur W. Page Society Report, The CEO media usage. With the recent dramatic increase View: The Impact of Communications on Cor- in social media usage of the past decade, the in- porate Character in a 24x7 Digital World the corporation of social media and online platforms Social Media is now mature. CEO’s no longer into communication strategies of organizations perceive Twitter, the blogosphere or any other has been intensively discussed and researched. social media as emerging technologies, as experi-This study investigates social media usage across mental or as anything less than full-fledged com- the different countries at a global steelmaker to munications channels that must be monitored, understand how it is being used for business measured and interpreted in the same manner as purposes. Are personal and professional lines the traditional ones (Page Society, 2013). blurring with social media use? Leading in the Age of Super-Transparency, Aus- Literature review tin states that thanks to social media and an in- creasing flood of data, the capacity to generate With the increased use of social media in the causes and controversies almost instantly has be- workplace, our professional and personal lives come the new norm in today’s “super-transpar-are increasingly becoming intertwined. The lit- ent society. “Most business leaders have not yet erature suggests that social media interaction come to grips with the new reality — and what and managing the boundaries is more difficult it means for their organizations (Austin, 2016). online than offline. Social media is where the lines are blurred between our professional and Methodology private lives. It is where we share our music, movies, pictures, purchases, politics and morn- A population of 19 professionals was interviewed ing lattes on display for the entire world to see. from 7 different countries working at different hierarchical levels in Communication and in In the article “Blurred Boundaries: Social Media other areas such as IT, Human Resources, Legal, privacy and the Twenty-First century employ- and Marketing. Content Analysis, a quantitative ee” this dilemma is examined. Even though so- method of research was also used as a tool to cial media has become pervasive in the lives of gain further insights into each of the questions. employees, their use in the workplace remains legally ungoverned and unsettled. Employees 4 ABSTRACTS 48 Results and Conclusions ramifications if used incorrectly, both personally and professionally. The 2016 World Economic Both the interview research and content analy- Report outlook and call to action states that after sis demonstrate that personal and professional a “wild childhood”, it is now time for digital me- boundaries are blurring and that policy guide- dia’s “coming of age”. Industry, the public sector, lines are important. and the individual must assume responsibility for fostering the opportunities offered by digi- While this report offers some insight into com- tal media, while helping to mitigate the negative munication strategies in a global company and effects on individuals, organizations and society. how social media tools are used, it also serves as an incentive to begin more research in this area. Keywords: social media, digital, global, communica-Expanding on this research from participants in tion professional, strategy, the global manufacturing sector and broaden- ing the scope of a traditional commodity indus- Bibliography try, could lead to more conclusions on effective global communications. Austin, R. D. (2016). Leading in the Ade of Super-Transparency. MIT Sloan Management Practical and Social implications Review, 25-32. Fieseler, C., Meckel, M., & Ranzini, G. (2014). We can acknowledge there can be no escaping Professional Personae - How Organizational the rise of the use of social media tools in suc- Identification Shapes Online Identity in the cessful global communications and business in- Workplace. Journal of Computer Mediated teractions. Most social media platforms are not Communication, 153-170. even 10 years old, but they are fundamentally woven into the fabric of everyday communica- Moreno, A. N. (2015). Does social media us- tions across the globe. These changes in com- age matter? An analysis of online practices and munication are unprecedented. The established digital media perceptions of communication more senior executive must come to terms with practitioners in Europe. Public Relations Re- communication channels that are culturally di- view, 242-253. verse, fast paced and abundant. In the past busi- Page Society. (2013). The CEO View: The Im- ness relationships for the most part were face-to- pact Of Communications on Corporate Char- face, today they exist virtually on an incredibly acter in a 24X7 Digital World. Retrieved from diverse number of platforms. This fundamental Arthur W. Page Society: www.awpagesociety. shift in human behavior has taken place at such com a speed that are human resource policies and Sanchez Abril, P., Levin, A., & Del Riego, A. legal framework is left still catching up. What (2012). Blurred Boundaries: Social Media Pri- started as social digital platforms in our person- vacy and the Twenty First Century Employee. al lives, are now business tools with significant American Business Law Journal, 63-124 4 ABSTRACTS 49 Bringing back joy to leftover women. The Impact of SK-II Marriage Market Takeover Campaign on the perception of women in China and PR practice. Michal Chmiel London College of Communication, UAL (UK) Yung-Chun Chai London College of Communication, UAL (UK) Introduction and purpose of the study ling social issues (e.g. migration crisis, women empowerment, LGBTQR awareness) can only In China, single women over the age of 25 of- be classified as Marketing Public Relations ten face huge pressure to get married. They have (MPR, Harris, 1993), IMC (e.g. Schultz, 2003) endured being called ‘‘剩女 sheng nu (leftover or brand activism (du Toit 2017; Sarkar and women)’ by families, media and the society. In Kotler, 2018), and thus discredited as not fit- popular discourse, women of that age are often ting into the framework of ‘pure’ PR. Although described as selfish, picky, and favour of rich men several related concepts tackle the intercept of (Ji, 2015). In 2016, a Procter & Gamble-owned PR and society (e.g. social marketing, social ad- Japanese skincare brand SK-II launched a vid- vertising, or CSR) none of them seems to clearly eo-based PR campaign called ‘Marriage Market identify what are the obligations of promotional Takeover’ (MMT) and stepped forward trying PR to society. to change the way the unmarried women are seen by the society and break the negative stig- With the ostensible discrepancy between calls ma. The campaign led to doubling the SKII sales for understanding PR’s role in the society and YoY, which have contributed to making 2016 the reluctance to acknowledge promotional PR con- most successful year in the brand’s history in tributions to the development of socially sus-China (Troedsson, 2017). Despite its marketing tainable marketing communication, it appeared recognition, the contribution of the campaign to interesting to examine SKII campaign’s impact the enhancement of societal dialogue has never on the perception of women in China and PR been explored in full. practice. Literature Review Aims Following argument presented Ihlen and Verho- Firstly, the project aimed at understanding to even (2012), as well as Edwards (2012, 2018), what extent the SKII campaign has changed the understanding Public Relations role ‘in’, and perception of women over the age 25 in China. contribution ‘to’ the society seems one of the discipline’s critical aims. Yet, for some PR schol- The second goal was to explore the impact of ars, any of brands’ promotional activities tack- the SK-II MMT campaign on communication 4 ABSTRACTS 50 industry practice. In particular, it focused on PR, Results of the Study 2 revealed that SK-II cam- marketing and communication professionals’ paign influenced communication professionals perception and evaluation of the campaign. to emulate it through using similar communica- tion approaches, as well as to recognise the value Methodology of education as one of promotional strategies. At the same time, most of the participants also in- Two studies were conducted to answer research dicated that the campaign was a result of actual questions of the project. changes in the social environment. In study 1, 1127 posts from Chinese biggest so- Conclusion cial communication media platform ‘Sina Weibo’ including comments on leftover women were By revealing the conflict between modern and analysed. Mixed-method approach was adopted. traditional value, the SK-II Marriage Market Qualitative Critical Discourse Analysis followed Takeover campaign has illustrated the connec- by pair-wise t-test analyses were employed. tions and tensions between society, in this con- text, the public relations profession could be In Study 2, twelve professionals recruited from regarded as social agents (Edwards & Hodges, academia and communication industry in China 2011). Finding also echo with the work of Molle- were asked about the perception, feelings and da (2001, Molleda and Moreno, 2006; Molleda potential impact of the campaign on the com-et al., 2003), and Sriramesh (Sriramesh, 1992, munication industry using in-depth semi-struc- 1999, 2002; Sriramesh and Vercic, 1995), who have argued that the cultural context of society tured interviews. will influence the ways in which PR practitioners Results carry out their tasks (Edward, 2012). The findings of Study 1 showed that the nega- The study is not free from limitations. It can- tive (DV1) and neutral discourse (DV2) about not be directly determined whether the observed changes in the discourse about women over the leftover women changed after the SK-II Mar- age of 25 can be attributed solely to the SKII PR riage Market Takeover campaign. Compared to campaign as a number of influential global so- 2016, negative perception of others toward ‘left- cial movements (e.g. #MeToo) has contributed over women’ decreased from 23% to 10% while to increasing awareness of issues connected to negative self-perception decreased from 42% to women portrayal and perception, as well weak- 30%. On the other hand, neutral self-perception ening the impact of traditional women gender increased significantly from 2.9% to 29.8%. stereotypes on people’s attitudes. 4 ABSTRACTS 51 Electronic Word-of-Mouth Marketing on Amazon: Exploring how and to what extent Amazon reviews affect sales Kristine D’Arbelles McMaster University (Canada) Pauline Berry McMaster University (Canada) Ashika Theyyil McMaster University (Canada) Abstract ent Kickstarter companies to determine which elements of online reviews impact product sales. Consumers today base many of their decisions By overlaying Amazon review data and sales fig- on peer referrals and online reviews. With the ures from each Kickstarter company, research- omnipresence of social media and online reviews, ers were able to determine the review factors electronic word-of-mouth marketing (eWOM) that companies should focus on to increase their has become a priority for many companies for sales and grow their brands. both business growth and reputational manage- ment. This research project examines the growth Some of the limitations encountered throughout of two start-ups, Kickstarter A and Kickstarter B, the study included the limited amount of reviews who sell their products, Product A and Product for Product A and Product B. The reviews that B, on Amazon. Product A is a children’s science the researchers extracted did not capture the en- craft kit and Product B is a reflective vest for tire universe of Kickstarter companies, making athletes. Company identities and product infor- the research sample limited in scope. Second- mation have been stripped from this research to ly, the researchers only analyzed two retailers, maintain business confidentiality. The objective Kickstarter A and Kickstarter B; thus, the fin- of this study is to examine the effectiveness of dings could be a coincidence as there are many eWOM and its impact on sales. This study also other potential factors that the researchers might seeks to help organizational leaders understand not have explored due to limited time and scope the significance of eWOM and its role in effec- of the study. Lastly, the researchers of this study tive consumer and stakeholder relations, and in were only able to obtain the first 20 months of overall brand management. This research study sales data from Kickstarter A and Kickstarter B. focuses on two areas, the effectiveness of Ama- For a deeper analysis, the researchers recom- zon reviews and the value of electronic word-of- mend that future studies include more financial mouth (eWOM) marketing on sales. The objec- data. With a more robust financial data set, re- tive of the research is to discern the following searchers will be able to establish concrete trends hypothesis: A company that sells its products on and correlations. The consideration for potential Amazon and primarily relies on word-of-mouth. bias should be considered when reviewing this The researchers of this project explored eWOM study. Additionally, bias may surface within the by examining Amazon reviews from two differ- study if the researchers did not present enough 4 ABSTRACTS 52 contrary evidence. This can lead to confirmation bias where researchers use filtered information to justify their hypotheses. A lack of contrary evidence and diverse perspectives can limit a ho- listic viewpoint and increase the bias in the fin- dings. The practical implications of this study’s results show that products with a high volume of positive reviews made by verified purchasers positively correlate to product sales; ultimately, this study helps organizations manage their rep- utation (and sales) better online. Keywords: electronic word-of-mouth marketing, Amazon, online reviews, Kickstarter, sales, reputa- tional management, brand reputation, online repu- tation management 4 ABSTRACTS 53 Adaptation and reliability and validity of game immersion scale in Turkish Mehmet Özer Demir Alanya Alaaddin Keykubat University (Turkey) Introduction and purpose of the study 2019; Jennett et al., 2008). Available scales for measuring game experience are game flow scale, The developments in communication technolo- game immersion scale, GAMEX (Gameful Expe- gies lead to human computer interaction. The rience Scale), GAMEFULQUEST (Gameful Ex-researchers focus on two main streams, per- perience Questionnaire). Immersion in gameful suasive technologies and gamification in public experience is the common dimension in most of relations and marketing communications. Al- the scales. though the terminal goal of the both is the same, behavioral change, their approach is different. In Methodology this study, gamification, one of the popular re- search areas in persuasion research, is studied. The purpose of the study is to test adapted Turk- Although gamification practices are widely used ish version of game immersion scale for reliabil- in mobile application and web page designs, ity and validity. An online data collection set-literature lacks measuring gameful experience. ting is used where participants are first shown Game immersion scale is developed for measura gamified marketing application video. A total ing users game experience (Jennett et al., 2008). of 415 participants participated in the study, re- Game immersion is measured by the Turkish re- maining 402 usable questionnaires after missing searchers, however there is no available Turk- values. Invitations are sent to the participants ish version of game immersion scale, which is through emails and social media accounts, thus the justification of this study, Thus, the aim of convenience sampling method is used. The data the study is to adapt game immersion scale into collection tool consists of demographics and Turkish and test for validity and reliability with- Turkish version of the game immersion scale. in Turkish context. The structural equation modeling approach is operationalized with AMOS v24. Proposed game Literature review immersion scale factor structure is tested with confirmatory factor analysis (CFA). Composite Gamification refers to the use of game mechan- (or Construct) Reliability (CR) value is calcu- ics in non-game contexts. It has become popu- lated for reliability measure, Average Variance lar over the past decade due to the potential to Extracted (AVE) value is calculated for conver- convince people, motivate them for action and gent validity measure, and Fornell and Larcker trigger desired behaviors. Researchers focused (1981) discriminant criteria is operationalized on measuring game experience developed valid for discriminant validity. A new method for and reliable scale to measure the gaming experi- assessing discriminant validity in partial least ence (Brockmyer et al., 2009; Eppmann, Bekk, squares structural equation modeling the hetero- & Klein, 2018; Högberg, Hamari, & Wästlund, trait-monotrait ratio of correlations (HTMT) is 4 ABSTRACTS 54 also calculated as AVE is a strict criterion for References discriminant validity. Brockmyer, J. H., Fox, C. M., Curtiss, K. A., Mc- Results and conclusions Broom, E., Burkhart, K. M., & Pidruzny, J. N. (2009). The development of the Game En- The original game immersion scale is composed gagement Questionnaire: A measure of en- of three dimension and 7 sub dimensions. The gagement in video game-playing. Journal of Ex- current study test game immersion scale in Turk- perimental Social Psychology, 45(4), 624-634. ish culture context. Results suggests that Turkish version of game immersion scale is reliable and Eppmann, R., Bekk, M., & Klein, K. (2018). valid. However, Fornell and Larcker (1981) cri- Gameful experience in gamification: Construc- teria violations are evident, and HTMT values tion and validation of a gameful experience suggest discriminant validity is ensured at the scale [GAMEX]. Journal of Interactive Market- minimum acceptable cutoff values. Further anal- ing, 43, 98-115. ysis and recommendations is suggested in the Fornell, C., & Larcker, D. F. (1981). Evaluating study. structural equation models with unobservable variables and measurement error. Journal of Practical and social implications marketing research, 18(1), 39-50. Gamification is widely used in mobile appli- Högberg, J., Hamari, J., & Wästlund, E. (2019). cations and web pages for education, business Gameful Experience Questionnaire (GAME- management, marketing, employee education FULQUEST): an instrument for measuring and motivation, sustainability, health, public the perceived gamefulness of system use. User relations etc. In this study, Turkish version of Modeling and User-Adapted Interaction, 29(3), game immersion scale is tested for validity and 619-660. reliability and offered for Turkish researchers’ Jennett, C., Cox, A. L., Cairns, P., Dhoparee, S., use. Epps, A., Tijs, T., & Walton, A. (2008). Measur- Keywords: Game Immersion, Validity, Reliability, ing and defining the experience of immersion Confirmatory Factor Analysis, HTMT. in games. International journal of human-com- puter studies, 66(9), 641-661. 4 ABSTRACTS 55 Exploring the cumulative 25-year impact of BledCom as a network of influence and action Steve Doswell Gemini Communicating for Business Ltd. Lavinia Cinca Gemini Communicating for Business Ltd. Background BledCom meeting led to a sustained period of dialogue, with subsequent meetings in Lon- BledCom is an institution that re-creates and don, Coventry, Brussels and at Bledcom again regenerates itself every year. It has constantly in 2012. FEIEA’s help was forthcoming and an evolved (and revolved) around a common core internal communication seminar duly took place of relationships centred on BledCom’s founding in Bucharest. Lavinia and I began a further com- group who continue to organise it. BledCom mercial collaboration in 2016 connected with is a very strong node of productive influence the European robotics agency, euRobotics. That within the strongly inter-connected network of collaboration has continued in each subsequent academic public relations. Over more than two year and will continue in 2020. decades, it has enabled a great many academics and practitioners to meet, share their work and The second instance was that I met Caron Jones, to collaborate on new productive ventures. It is head of a Public Relations Masters programme this third aspect, collaboration and the creation at the UK University of Greenwich. As a direct and realisation of new opportunities, that inter- consequence of this encounter, Caron invited ests me. me to bring my practitioner’s perspective to the PR MA programme and I was therefore able to My own very minor experience serves as an il- develop my teaching interests as a guest lecturer lustration. In 2011, I was invited to take part in over several subsequent years. BledCom for the first time. I was struck by both the breadth and quality of discussion and by the The third instance is that I met Kevin Ruck, of richness of the contacts I was able to make, to whom I had known but never met before Bled- the extent of returning several times as a del- Com 2011. Through informal discussions at egate during the years since then. The insights BledCom, we discovered several shared perspec- gained and the connections made stay in the tives on the development of internal communi-memory and I continue to value them. cation as an emerging professional practice. This resulted in small-scale collaborative activities Three instances underline the collaborative between our two respective professional organi-power of BledCom. The first of these was that sations, CIPR and IoIC. in Bled in 2011 I met my proposed project part- ner, Lavinia Cinca, who was looking to create These are personal, modest and perhaps even ba- a communication association in Romania. That nal examples of how connections made at Bled- 4 ABSTRACTS 56 Com can be fruitful. Nonetheless, they illustrate for data protection of GDPR. Using a standard how four individual BledCom 2011 participants set of questions, via correspondence and some were able to realise opportunities that may not face-to-face contact where possible, we will ask otherwise have arisen without the beneficial BledCom participants to describe, enumerate influence of an institution that manifests itself and evaluate the collaborative activities in which early each summer on the shores of Lake Bled. they have been involved as a direct or indirect consequence of their personal participation in Our premise is that over 20 years, BledCom BledCom. We will examine the resulting data, will have generated a wide, diverse and numer-identify patterns and present the results, draw- ous range of productive collaborations leading ing on insights where appropriate from perti- to the creation of research projects and papers, nent academic theory concerning the formation, articles, books and events, work opportunities, activity and power of networks. the formation of new teams, and no doubt the spawning of countless other social relationships. Timetable Therefore, capturing, recording and presenting the totality of these many and various ‘products’ Subject to the support of the BledCom organ- of BledCom will provide a qualitative and de- isers, the initial research carried out during the weeks to Easter 2020. Findings will be written tailed measure of the impact of BledCom over up and presented both textually and graphically 20 years, seen through the lens of BledCom’s (the intention at this time is to produce a vi-collaborative power. sually rich network map) in time for BledCom With the consent of the BledCom organisers 2020 in July. and as a personal contribution to an institution If, as hoped, the BledCombinations project is we hold in very high regard, Lavinia and I pro- well-received and it provides added insights into pose to research and construct a network map the contribution that BledCom has made since of influence to examine and establish the pow- its inception, the data, report and graphic rep- er, extent and productivity of what I choose to resentations could be further updated following call BledCombinations. The BledCom organisers future BledComs. Since the volume of data that will be familiar with BledCombinations, follow- may be generated by the research is unknown, ing a previous ‘proof of concept’ presentation future iterations may also be fruitful for as long and then a proposal submission for the 2015 as it was perceived to retain some explanatory BledCom which we were unable to pursue at power. However, within the scope of the present that time. Circumstances this year are now fa-project, it is our intention that this year we will vourable and we would therefore like to fulfil a finally bring the BledCombinations concept to commitment we made several years ago by com- fruition. pleting our project and presenting our findings at BledCom 2020. Participants Method I would propose to lead the project, supported by Lavinia, with active participation from the The BledCom organising team has previous- BledCom organisers where required to facilitate ly made available to us the contact details for contact with past and present BledCom partic- past BledCom participants. We would hope to ipants. obtain an updated data set from the 2020 organ- ising team, with all due regard to the provisions 4 ABSTRACTS 57 Next steps We look forward to the decision of the Bled- Com organisers regarding this proposal. Subject to a positive response, we would then develop a more detailed project plan and scope and pro- ceed quickly to the research field phase. 4 ABSTRACTS 58 Who are these Envoys—Managing Communications Behind Seven Questions and Answers that Paint a Picture of Capitol Hill’s Press SecretariesCongressional Walls!? Edward J. Downes Boston University (USA) Introduction and Purpose of the Study/Re- The Literature search Question Considering the nexus where “communication Most United States citizens and many scholars management,” “political communication” and across the social sciences do not realize each “congressional messages” intersect this paper Member of the United States Congress employs draws from a wide-ranging literature review. Do- at least one individual—loosely termed a “pub- ing so it discusses why the world “relationship” lic relations professional”—traditionally referred is often alluded in the literature and describes to as a “press secretary”—increasingly called a the “encoder/decoder” partnership so essential to “communications director’—who manages ex- this relationship (Sha 2017); shares what public ternal communications about, and thus the im- relations/mass communication theory might tell age of, that politician. us about the press secretaries’ worlds (Van Ruler 2016); and comments on the influence of on- This paper is about these little-studied commu- line venues that speak to the press secretaries’ nication management professionals. It builds on work in today’s social media environment (Tam a presentation at the 2019 BledCom confer- & Kim 2019; Wright & Hinson 2017). To date ence titled, “A Most Heroic Effort . . . in a Most only three published studies have used Congress’ Unique Political Climate: Capitol Hill’s Press press secretaries as units of analysis (Downes, Secretaries’ Attempts to Enhance and Protect 2008; Hess 1991; Cook, 1989). Reputations of Members of the United States Congress” (Downes 2019). Doing so it address- Methodology es the research question: “What inquiries—and answers to those inquires—have emerged to help us The paper is built on roughly 18 data sets the au- to understand broadly the practices of press secretar-thor collected from surveys of, interviews with, a ies serving Members of the United States Congress?” focus group among, and ethnographic observa- tions of, Congress’ press secretaries. The first, in 1997, was gathered through unstructured phone interviews with practicing press secretaries. The most recent, in 2019, via in-person interviews 4 ABSTRACTS 59 on Capitol Hill with today’s Congressional press How Do Press Secretaries Decide Issues on Which secretaries. The result, over 22 years, has been a to Focus? describes the “Wave Model” explaining growing, often seamless, in-depth exploration of how Congress’ press secretaries decide which the press secretaries’ roles, goals and impetuses issues (i.e. which “waves”)—among several doz- built by a series of questions refined, then ad- en available—on which to focus, and how and dressed, from progressive data collections. where these “waves” develop. Results and Conclusions What Power Do the Press Secretaries Have? speaks to the realization, heightened over time, con-This paper poses and answers the following sev- gressional staff members such as press secretar- en questions that emerged from the aforemen- ies can acquire significant power—unrecognized tioned data sets: by much of the citizenry. Who Are the Press Secretaries? provides an over- Practical and Social Implications view of the press secretaries’ motivations, per- sonality characteristics, and highs and lows The paper is prelude to the author’s forthcoming of their days. It also discusses similarities and book with the working title, Press Secretary: The differences Congressional press secretaries have Story of Capitol Hill’s Image Makers. It revisits a with traditional public relations professionals. central inquiry posed in both the book and in the aforementioned 2019 Bled Conference pa- What Do the Press Secretaries Think of their Bosses? per asking if “the press secretaries’ work as un- reflects on the press secretaries’ views toward abashed advocates promoting Members of Con- their “boss”—i.e., the Member of Congress they gress is good for the United States democracy.” unconditionally defend, promote, and faithfully It responds: “if press secretaries and reporters do serve. their jobs well, messages shared with the citizen- ry have verity, the nation is well served, and de- What do the Press Secretaries Do? introduces the mocracy’s best outcomes are enhanced.” What is multiple tasks press secretaries’ perform and the unique about this paper’s answer to this question “public relations tools” they use. It describes balls is significant commentary on how today’s press they juggle each day—including those thrown at secretaries respond to tweets and other messag- them from constantly emerging social, politi- es from President Donald Trump—i.e. a world cal, cultural and economic events nationally and leader whose communication style, oftentimes worldwide. unorthodox and unprecedented, has the poten- tial each day to impact United States’ and global How do Press Secretaries Work with Traditional Me- societies. dia? reminds readers press secretaries work with two types of “reporters.” The first, journalists Keywords: Congressional communication manage- working for traditional media outlets, are dis- ment, press secretary, global society cussed. How Do Press Secretaries work with New Media? addresses how social (“new,” “digital,” “emerg- ing”) media have dramatically changed the press secretaries lives. Doing so it discusses the sec- ond type of “reporters”—i.e. nontraditional ones, particularly “citizen journalists.” 4 ABSTRACTS 60 Just plain Public Relations (PR) Mafalda Eiró-Gomes Escola Superior de Comunicação de Social – IPL (Portugal) Ana Raposo Escola Superior de Comunicação de Social – IPL (Portugal) Introduction and purpose of the study Literature review This paper has as its main purpose to defend, Coombs and Holladay (2007, 2014) entitled upon a theoretical reflection and departing from their book “It’s not just PR - Public Relations in an empirical exploratory study, that what we do Society” a parody of the most heard phrase con- is “just plain PR” and advocate for a broader un- cerning the theme of press relations, in Ameri- derstanding and defence of the concept. During can movies, “It’s just PR”. Even if the main is- at least the last 40 years, scholars and practi- sues discussed are not new and they depart from tioners have worked with an understanding of some articles and ideas developed by White and PR practitioners as bridge builders, sometimes Mazur (1995), L’Etang (2007) or even Grunig, for better organizational and societal outcomes, Hunt, Dozier, Repper, Simões in the early nine- others at the service of not so good or demo- ties, as well as from the Bled Manifesto (van cratic or equatitarian goals. But we seem to for- Ruler and Vercic, 2002) PR practitioners and get that there have always been good and bad scholars seem to have always felt the need to ex- uses of science and technology, the law has been plain what they do and, moreover, to offer some misused and that there are still some news that kind of definition of PR that has always been in are not fake news. What has really impacted the a very unstable balance between a more market authors is that we seem to have not only thrown oriented or a more society oriented perspective. out the baby with the bathwater but, moreover, Between what has been called the dominant par- we have kept the untidy bathwater while losing adigm - Grunig’s Symmetrical Approach (1992) - and what we may in a lack of a better word call the baby. the critical paradigm the last 30 years haven’t As we are now facing an era where the respon- seemed to be able to offer a coherent identity sibility of striving towards higher levels of en- to PR. terprises engagement with people, the planet In this paper the expression “just PR” will be and prosperity - to use the words of the United taken at its face value, that is, we assume it as Nations Secretary General, António Guterres meaning exactly what it says. The point being (2019), might be seen as the great challenge that whenever you call it PR, communication, for the organizations, and especially enterprises, strategic communications, corporate or insti- the authors dare to say that the time might have tutional communications, issues management, come to get the baby back in the bathtub if we’ll corporate public affairs, governmental commu- manage not only to reshape the way society sees nication, public information or even health or the PR discipline but also how the discipline sees developmental communication we are always in itself. a certain sense speaking about a certain kind of 4 ABSTRACTS 61 PR area or function (Lesley, 19 ; Cutlip, Center interest or need seem to have been forgotten, and Broom 19 ; Lee, 2008; Lee et al, 2011; Le- misunderstood or not taken as relevant especial- rbinger, 2006 ; Broom and Sha 2013; Wilcox, ly by those that have accepted the dominant par- Cameron, Xifra, 2012; Falconi, 2004 ; Wilcox, adigm in PR. In reality they have been called by Cameron, Reber, Shin, 2012; L’Etang, 2008). many designations or names from governmental and public information, health communication, Methodology C4D, or more recently public diplomacy. Theo- To recollect the data authors used the answers retical the relevance of these areas as belonging already offered to two open ended questions that to the PR realm, don’t seem to have been ful- were part of 4 different online surveys that were ly acknowledge except by some few authors as sent to different organizations and enterprises for instance L’Etang (2008), Wilcox, Cameron, in the last three years. These answers constitue and Xifra (2012), Curtin and Graicer (2007), what one may consider as a convenience sample Simões (1992), White and Mazur (1992). In- covering different enterprises, from SMEs to in- dependent of these aspects we might also need ternational corporations operating in Portugal, to recover some ideas developed by Heath from non for profit organizations or sports fed- (2001, 2005,2006) that had to do with more erations to public sector institutions. political aspects of the function and especially with what has been called the capacity PR seems Content analyses was the method chosen to or- to give to organizations to have their ideas dis- ganise and present the data. Main categories in- cussed out there in the market-place of ideas. cluded aspects concerning the relevance of “pub- From an empirical perspective this study is just lic relations” strategies, tactics and actions to the an exploratory one that tries to understand the overall achievements of the organization both complexity of the misunderstandings involving in its institutional, political, and commercial the profession and the ignorance of what the PR endeavours as well as those aspects that were function might cover. referred as being practised or felt as needed for a better development of the enterprises under The main conclusion is that it’s time to forget the other designations from the area of human re-american history of PR, the “spin doctor” era, or sources to public affairs, or from media relations so many other names that have kept a certain to what has been called “social media managers” folk PR theory and embrace a more global ap- or “web developers”. Questions about the impor- proach under the idea as Moss, Powell and De- tance of the practitioners for a better manage- Santo (2010) have put it of “modern PR” or just ment of conflict, as banners spanning both for get reed of the concept and embrace some other the organizations and the society development, one that enables a coherent, unified and is really or as trust builders were also addressed. representative of so many functions developed in as many different kinds of organizations, in the Results and conclusions prosecution of a better understanding between organizations, institutions, enterprises and their It was a common idea in the eighties of the last stakeholders’s nets, understood as main and im- century that all organizations had the PR func- portant actors in themselves, and not only in tion: good, bad or indifferent. Essentially from the theoretical aspects of the reflection this paper their relationships with organizations. acknowledges, it can be said that it seems many of the endeavours taken by PR that wouldn’t need any societal doubts of their importance, 4 ABSTRACTS 62 Practical and social implications enterprises, from local to supra-governmental CSOs, form local public administration offices None of these questions are new. We’ve been to UN) but for societal development and peace. struggling with them for the last 40 years, but The case for a broader definition of the PR con- now we are facing new challenges those that cept and the need to make society acknowledge it have transformed our communitarian relation- will be made. Moreover, it will be defended that ships nets in virtual, global, and every day faster even though as Public Relations practitioners we ones that go by the name of “www”, the internet can’t expect to increase human knowledge, we or social networks, virtual or amplified reality, can and must accomplish our mission: to pro- global trade, or intercultural (a)communication. mote human understanding. That applies only if Never as today questions as incommunication or we truly believe that we only communicate if we acommunitation are a reality, and never as today are able to understand. concepts as understanding as negotiation seem to have so much importance not only for orga- Keywords: Public Relations, Communication, Nego- nizations and institutions (from local to global tiation, Understanding, Just PR 4 ABSTRACTS 63 Public Relations in Turkey: Career Experiences of Turkish female PR practitioners “being a woman in a male- dominated world” Begüm Ekmekçigil Türkmen Ankara Üniversitesi (Turkey) Introduction and Purpose of the Study Literature Review In past thirty years public relations become an In USA literature the concept of feminization is attractive profession for women. 1980’s in USA considered with the increasing number of wom- literature “gender switch” term highlights the en in public relations. The assumptions of femi-quantitative change in women and men practi- nization in public relations can be categorised tioners in public relations field. In 1960’s one under four headings: (1) Public relations as a of ten practitioner was women, but now women management function, (2) Public relations and practitioners in USA is %70 and it can be said roles theory, (3) Public relations as a profession the percentage is similar as well in Turkey. How- and (4) Gender. ever, as the participants state in their interviews Concept of feminization roots in two paths of the dominance in numbers and being general research Excellence Theory and Roles Stud-managers of agencies does not mean that wom- ies. Excellence Theory (1992), which explains en hold the power, they faced with problems of public relations as a management function, may “being a woman in a male-dominated world”. contribute to overall organizational effective- The aim of this study is, to analyse the devel- ness (Grunig et al, 2002). Glen M. Broom is opment of public relations profession in Tur- the pioneer of roles research of public relations and these researches define the daily routines key through the experiences of women public of public relations practitioners (Broom, 1982; relations practitioners working in agencies as Broom and Smith, 1978, 1979). agency owners and medium-level practitioners. In this respect, at first to gain an understanding In generalizing the concept of public relations, of being a women public relations professional, it is important to realize that the two important how they define the profession and then to dis- aspects of public relations are, communication cuss the impacts of feminization and gender on and dialogue. Relationship building is shaped by the profession. Since the numbers clearly show the status and the experiences of an individual that female practitioners in public relations is and developed by the culture, and provides each higher than male practitioners. individual for one’s to communicate with their own values and assumptions. Thus, although the basic concepts are stable, public relations activi- 4 ABSTRACTS 64 ties may vary according the cultural and histor- neither advantageous nor disadvantageous. ical development in a particular area (Hodges, 2006). Practice of public relations is shaped by Under the heading of “the image of public rela- the “life world” of the professionals, moreover tions and woman”, woman practitioners believe both the experiences of the professionals and so- that public relations still do not find its value be- cietal changes shape the profession in a particu- cause of some reasons; the pioneers of the sector lar area (Hodges, 2006). of women, in the past believed that practitioners should be presentable, sector get late to the de- Methodology velopments of public relations in the world and lastly Turkey’s economic, political and social im- Since this is an on going research and till now, pacts on the profession. interviewed with thirteen women practitioners whom are the agency owners and managers in Practitioners states that the reasons of “rep- Istanbul. Moreover, interviewed with four me- utation problem of public relations” as capital dium-level PR practitioners. This study tries to problems of sector, cultural and social effects, find out through the experiences of women PR abstract results of public relations, which cannot practitioners how do they define the profession be measurable and dishonest trading. and to be a woman in public relations. Current- ly, there are seventeen interviews, however plan- Since this is an ongoing project, those results ning to interview with two more managers and above are the experiences of twelve women prac- eleven more mediumlevel PR practitioners. titioner whom are the agency owners and man- agers in Istanbul. However, planning to inter- Results and Conclusions view with the PR professionals in these agencies who are working as medium level mangers. In After the interviews, first findings are grouped order to deepen the understanding of the profes- under four headings; “public relations profes- sion in Turkey and also it makes possible to see sion”, “being a women professional in public re- the generation differences and/or similarities. lations”, “the image of public relations and wom- en” and “reputation problem of public relations”. Practical and Social Implications Women practitioners define “public relations” as This particular paper discusses the past and now a strategic communication and highlight the im- of the profession through the experiences of PR portance of public relations in crisis communi- practitioners, moreover, the effects of feminiza- cation. Practitioners define public relations basis tion and gender on the profession in Turkey. in understanding culture and the period, and an- alysing these and attributing these data to a sci- Keywords: Public relations, public relations profes-entific ground. Moreover, some of practitioners sionals, gender, feminization. define public relations as a profession, some of them define as a semi-profession and the others References define as a sector rather than a profession. Broom, G. M. (1982). A Comparison of Sex Practitioners define “being a woman in public re- Roles in Public Relations. Public Relations Re- lations”, via the advantages and/or disadvantages view, 8(3), 17-22. of being a woman. Some practitioners think that Broom, G. M. and Smith, G. D. (1978). Toward being a woman can be both advantageous and and Understanding of Public Relations Roles: disadvantageous, however, the others think that An Empirical Test of Five Roles models’ Im- 4 ABSTRACTS 65 pact on Clients. Conference Paper, Public Relations Division, As- sociation for Education in Journalism, Seattle. Broom, G. M. and Smith, G. D (1979). Testing the Practitioner’s Impact on Clients. Public Re- lations Review, 5(3), 47-59. Grunig, L. A., Grunig, J. E. and Dozier, D. M. (2002). Excellent Public Relations and Effec- tive Organizations: A Study of Communica- tion Management in Three Countries. London: Lawrance Erlbaum Associates, Publishers. Hodges, C. (2006). “PRP Culture”: A framework for exploring public relations practitioners as cultural intermediaries. Journal of Communi- cation, 10 (1), 80-93. 4 ABSTRACTS 66 Shields or targets: A rubber bullet theory of women leadership in public relations Katja Fašink University of Ljubljana (Slovenia) Alenka Jelen-Sanchez University of Stirling (Slovenia) Dejan Verčič University of Ljubljana (Slovenia) Literature review remain unchallenged. Patriarchal culture under- pinning institutional values and male-dominated Gender is one of the major axes of structural in- organizational management structures still re- equality that has impacted the professional field inforces male-privilege and accord men power of public relations since its inception. Despite over women. the equality laws, women in public relations face persistent disadvantages compared to men Purpose and theory in almost all aspect of their professional lives, including employment, salary differentials, ca- Based on lived experience in Slovenian public reer progression, harassment, emotional abuse relations practice, we develop rubber bullet the-and exclusion from the circles of power, leading ory as a new feminist theory of public relations. scholars to label public relations as a “pink-ghet- Drawing on radical feminist premises that patri- to” work environment (Edwards, 2018). Even archy devalues women and work associated with though public relations has undergone a pro- them and that female collective experiences in cess of feminization, it is well documented that public relations are underpinned by injustices, women are still largely absent from leadership oppression, silencing and symbolic violence against women (Rakow and Nastasia, 2019), and senior management positions in the US and rubber bullet theory assumes that female public the UK with up to 80%-20% ratio in favor of relations leaders find themselves in a position men (Fitzpatrick, 2013; CIPR, 2019). On the of targets and/or shields of modernized patriar- contrary, Slovenia – the country with the low- chal domination. Leadership positions are nor- est gender inequality in Europe – portrays a matively associated with male traits of rationali-very different picture. In the government owned ty, logic and expertise. Perpetuating gender bias companies, for example, 113 women lead public stereotypes women as lacking these traits; they relations departments, while only 39 are led by are expected to perform caring, nurturing and men. However, these statistics obscure gender supportive roles instead. As such, they are either challenges and obstacles that female leaders face promoted to leadership positions to fail while in their everyday practice in the context of Slo- preserving male-dominated circles of power (i.e. venian culture, where everyday sexism, exclusion a shield) or to be held responsible for individual from ruling apparatus, gender hierarchies, gen- or organisational actions, even when they are ex- dered performativity in leadership positions and cluded from the decision-making (i.e. a target). cultural norms of holding women responsible Rubber bullets in form of critiques, insults, hu-for men’s behavior are omnipresent and often miliations, hate speech, bullying and harassment 4 ABSTRACTS 67 are “fired” at them from different actors, includ- in-depth qualitative investigation as well as con- ing the publics, the media and their superiors. tributes to knowledge around largely under-re- They are not lethal for their career, but they searched gendered regimes of power, structural bruise their reputation, integrity, position, credi-inequalities and social relations in Slovenia. De- bility, expertise and potentially lead to emotional spite its focus on experience of women leaders trauma, burnout and deteriorating mental health. in Slovenian public relations, the theory’s central Some women leaders find themselves under pro- premises bear relevance to other (feminized) tection of powerful men (“godfathers”), but only professional fields in different cultures and con- as long as they do not break their predefined re- texts. lationship agreement. Underpinning the logic of this experience is that women in leadership are Keywords: public relations leadership, women, rub- often systematically undermined, held to higher ber bullet theory, radical feminism standards and considered as intruders who need References to be removed from a powerful position back to their “rightful place” (Beard, 2017). The impact Beard, M. (2017). Women and Power: A Manifes- of these gendered regimes of injustice on orga- to. London: Profile Books. nizations and public relations occupation alike is CIPR (2019). State of the Profession 2019. Re- immense. It ranges from jeopardizing realization trieved 01/13, 2020, from file:///C:/Users/ of female leadership potential to hemorrhaging aj14/Downloads/State_of_Profession_2019. female talent by women either being removed pdf from/leaving the industry or shying away from public relations leadership positions in the first Edwards, L. (2018). Understanding Public Rela- place. tions: Theory, Culture and Society. London: Sage. Fitzpartick, M. (2013). A Strong case for female Methodology inclusion at the top level. PR Week. Retrieved 01/13, 2020, from https://www.prweek.com/ Rubber bullet theory is verified through in-depth article/1276818/strong-case-female-inclu- interviews with senior women and men in lead- sion-top-level?utm_source=website&utm_me- ing positions in public relations in Slovenia to dium=social. explore and compare their narratives of lived ex- perience, occupational and workplace inequities, Rakow, L. F. & Nastasia, D. I. (2018). On Dor- gendered performativity, institutionalized gen- othy E. Smith: Public Relations and Feminist dered meanings, stereotypes and expectations, Theory at the Crossroads. In Ø. Ihlen & M, and how they negotiate the power relations of Fredriksson (Eds.), Public Relations and Social gender in their everyday practice. Theory: Key Figures, Concepts and Developments (pp.354-373) . Abingdon: Routledge. Conclusions and implications Rubber bullet theory importantly challenges progressive premises of female career trajectory, explores dynamics of power inequality and de- terioration of women in leadership and explains reproduction of the patriarchal gender relations. It importantly answers the calls for greater fem- inist theorizations of public relations through 4 ABSTRACTS 68 Mongolia: The Missing Part of the Global Public Relations Map Milen Filipov KIMEP University (Kazakhstan) Aimira Dybyssova KIMEP University (Kazakhstan) Introduction and purpose of the study. lens through which PR is globally defined which has opened a “chasm that needs to be bridged” Public relations (PR) has developed to a (Sriramesh & Verčič, 2009, p. xxxii). However, multi-billion-dollar global industry. It has grown progress has been made. Comprehensive global deep roots in the business and social institutions public relations scholarship explored theoretical of society. Emerging as one-way, instructional and cross-cultural complexities and trends from communication, PR has matured to a sophisti-various angles. Sriramesh & Verčič, (2020) fo- cated form of communication. Despite the fact cused on changes in the global communication that globalisation has pushed the scholarship and landscape and PR industry worldwide, blending practice horizon of PR across physical, economic research-based theory with practice. Curtin & and cultural boundaries there are still uncharted Gaither (2007) provided a cultural-economic parts of the world. Mongolia is a missing part of theoretical model of PR together with a practice the global PR map. matrix of PR strategies and tactics employed in The purpose of the research was to explore the a variety of political, and cultural contexts. Russ state of PR development in Mongolia from a & Falls (2005) studied successful PR techniques professional’s perspective to fill a gap in the employed in major markets around the world. scholarship of global public relations. Two ratio- Tilson and Alozie, (2004) researched PR in nales motivated this scientific discovery. First, it emerging democracies. However, Hague (2004) was the lack of scientific research on public re- was the only scholar to mention Mongolia as the lations in Mongolia. Second, the transformations nation, part of North Asia, which was not part of Mongolia goes through, which require proactive the former Soviet Union and “most Mongolians dialogue for reaching mutual understanding in were followers of Lamaism” (p. 349). times of change. The research was guided by the overarching research question The larger part of the existing scientific literature on the communication industry in Mongolia fo- What is the state of development of PR in Mongolia cused on social media marketing (Borker, 2014; viewed through the theoretical framework for global Hootsuite & We Are Social (2019), advertising public relations? (Chen, Su & Yen, 2014), branding within the tourism industry of Mongolia (Ochirkhuyag, Literature review 2018), and the media landscape (Myagmar & Nielsen, 2001). The Western scholarship (American and Brit- ish) continues to be the dominating conceptual 4 ABSTRACTS 69 Methodology leading industries actively employing public re- lations in their communications. The top man- The research followed the pragmatism paradigm. agement has public relations on its radar with It reflected the need for a flexibility in this first media relations as the leading activity. Unfor- scientific inquiry, which opened public relations tunately, media relations is very close to paid in Mongolia for further research. “Pragmatism never considers knowledge as final, universal, media coverage. One problem distilled, namely or absolute” (Kaushik & Walsh, 2019, p. 10). the narrow understanding of news journalists It also allowed addressing the limitations of the have. Anything containing the name of a brand, research: lack of funding and language challeng- company, or product is classified as advertising. es. The study employed a comprehensive literature With relation to this, professional relations are review on global PR, a document analysis to build built exclusively on providing valuable news in-up the context of Mongolian PR, and an emailed formation. Although, the personal approach with in-depth interview, which provided insights for a gift or lunch with an expectation of positive the state of PR. A sample of 15 Mongolian PR or neutral coverage in return was also indicated. experts, out of 140, took part in the interview. Politics and the media exert the strongest influ- LinkedIn was used for finding and reaching to ence on public relations in Mongolia. them. Practical and social implications Results and conclusions The current study is significant because it put Some of the key findings inform that two-way Mongolia on the global public relations map. asymmetrical communication is dominating Second, it shed light on the key sectors, which amongst PR practitioners. The Mongolian PR implement PR. It also helps practitioners to un-sector is developing but compared to advertis- derstand how to work with the media and what ing it was defined as a “cottage industry”. One content they should provide. of the reasons might be that it remains a grey area with many low-qualified or unqualified “ex- Keywords: Public relations in Mongolia, framework perts” offering PR services. Mining, Financial, for global public relations, international public re- Telecommunications, and Entertainment are the lations 4 ABSTRACTS 70 Intervention in Attention: How Can Mindfulness Help in Interpersonal Communication Mia Flander Tadić Edward Bernays University College (Croatia) Marta Takahashi Edward Bernays University College (Croatia) Vlatka Boričević Maršanić Zagreb Child and Youth Protection Center (Croatia) Introduction and purpose of the study meaning ( Turner & West, 2006: 6). Mindfulness (focused awareness) is defined as Methodology non-judgmental awareness in the present mo- ment (Kabat-Zinn, 1990), or it can be described Workshops called “Be Mindful” are organized by as “the awareness that emerges through pay- the Edward Bernays University College (hence- ing attention on purpose, in the present, and forth: Bernays) and are offered by the Office non-judgmentally to the unfolding of experience for Student Counselling. Students who were in- moment by moment” (El Morr et al., 2019). terested in extracurricular activities registered for the workshop, forming groups of up to 15 Literature review students / participants. The “Be Mindful” work- What makes mindfulness recognizable in prac- shop consists of four sessions, with one taking tice is our focused activities that distinguish place each month, through four months overall. our mindful actions from automatic behaviour. Participants are Bernays students, with 10 to 15 “Mindfulness in the field of communication has students in each group, in which they practice mainly been considered in terms of how con- mindfulness techniques with two trainers, one sciously people plan their approach to a com- psychologist and one public relations expert. munication exchange or the extent to which they While providing them with the theoretical basics identify and respond to relevant or irrelevant of mindfulness, we mostly focused on practic-information in a given situation” (Seneviratne, ing mindfulness techniques through guided ex- 2018). When we mindfully look at the world ercises and explaining homework assignments. around us, especially when we are mindfully Students receive homework assignments / exer-communicating, we work on a holistic approach cises after the workshops, which they practice to humanity, and we consciously engage all the until the next session. Students in the group also senses and decide to be involved in the present had the opportunity to practice mindful inter- moment. This understanding of one’s actions personal communication, that is, they had the is crucial in interpersonal communication, the opportunity to apply the learned techniques di-process of message transaction between people rectly under the supervision of the two trainers. who work toward creating and sustaining shared Two cycles of the workshop (with two different 4 ABSTRACTS 71 groups of students) have been conducted so far, Practical and social implications and the third cycle, with a new student group, is currently underway. While the effects of mindfulness training are mostly presented through mental health benefits, Results and conclusions our aim is also to explore how mindfulness could improve interpersonal communication Our findings are based on anonymous surveys and whether it could lead to better interpersonal that students complete after each session. The relations. Therefore, we decided to bring mind-surveys provide feedback on how participants fulness techniques closer to students through experience benefits from the workshop, and they workshops. state their ideas and wishes for the next work- shops, as well as small self-reports on wheth- Keywords: mindfulness; interpersonal communica- er they practice mindfulness at home with the tion; workshops; students; counselling provided materials, and how much it helps or References distracts them in their daily lives, which assign- ments are difficult for them to practice, and El Morr, C., Maule, C., Ashfaq, I., Ritvo, P., & Ah- which are easy. mad, F. (2019). Design of a Mindfulness Virtu- al Community: A focus-group analysis. Health Our goal is to introduce young people to tech- Informatics Journal. DOI: 146045821988484. niques that will help them cope with the stress- 10.1177/1460458219884840. es of life, while using additional techniques to Kabat-Zinn, J. (1990). Full catastrophe living: improve interpersonal communication. This Using the wisdom of your body and mind to paper describes the techniques, which students face stress, pain, and illness. New York: Dela- learn and practice in mindfulness workshops, as corte. part of extracurricular activities, and how young Seneviratne, K. (2018). Minful communication people can relate the experience from the work- for sustainable development: perspectives from shops to interpersonal communication in their Asia. New Delhi, India: SAGE Publications In- everyday lives. dia Pvt. Ltd. Turner, L. H., & West, R. (2006). The Family Communication Sourcebook. Thousand Oaks, California: SAGE Publications, Inc. 4 ABSTRACTS 72 The swing effect of CSR between society and company Jörg Forthmann Faktenkontor GmbH (Germany) Arne Westermann University of Applied Sciences (Germany) Reimund Homann IMWF Institut für Management- und Wirtschaftsforschung (Germany) Introduction and purpose of the study/re- ful in assessing the audience’s perceptions of the search question sustainability dimension, as sustainability issues are in the center of the public discussion today. Society demands sustainability and companies react. Therefore the research question for the present For this they will be rewarded with a better reputa- study is “To what extent can sustainability rep- tion. How the sustainability reputation can be mea- utation be measured by analysing social media sured and managed using social listening is in the conversations?” center of this study. It is based on an analysis of the sustainability reputation of the 5,000 largest com- Literature Review panies in Germany The utilisation of social media to assesses au- Corporate reputation, defined by Fombrun dience opinion and gather feedback is already (1996, p. 72) as “a perceptual representation established; social media has been used for the of a company’s past actions and future pros-co-creation of products as well gathering of pects that describes the firm’s overall appeal to competitive intelligence (Engel/Kaandorp/Elf- all of its key constituents when compared with ring 2017), while Blevins and Ragozzino (2019, other leading rivals” is built-up and maintained p. 219) and Aula & Heinonen (2016, p. 164) through the convergence of multiple influences. directly recognise that it has an important role Harris Poll (2018, p. 4) identifies six major di- in managing and monitoring reputation. Holsap- mensions having a crucial impact on the overall ple et al. (2014, p. 5) also advocate for social reputation; social responsibility is among these listening or the gathering of social media analyt- crucial dimensions. ics as part of a reputation management strategy. However, neither has social listening, based on The past actions of a firm combined with be- large amounts of, been applied to sustainability liefs regarding the way it will behave in the fu- topics in the context of reputation management. ture, whether or not substantiated, impact on the firms’ reputations (Mishina/Block/Mannor Methodology 2012, p. 459). Therefore monitoring the perceptions of audiences is an essential part of rep- The gathering of social media data is realized utation management Social listening, i.e. analys- by the crawling of the social media platforms ing conversations in social media, can be applied with the specific aim of identifying statements to assess reputation and may be particularly use- made regarding the topic of the research; in this 4 ABSTRACTS 73 case, the sustainability dimensions associated their activities, but only fans and “haters”. Future with companies reputations. The technological research should deal with a specification of the ability for this approach is advanced and builds model, e.g. differentiating between topics. on existing capabilities; search engines already utilise crawling technology and artificial intel- Keywords: sustainability reputation, reputation ligence (AI) is able to identify and categorise management, social listening, big data the linguistic content of written statements. The researchers have developed a bespoke algorithm References that will facilitate the collection and analysis of Acker, O., Grone, F., Akkad, F., Potscher, F., & data which can be applied to an assessment of Yazbek, R. (2011). Social CRM: How compa- the sustainability dimension. nies can link into the social web of consum- ers. Journal of Direct, Data and Digital Marketing Results and conclusions Practice, 13, 3–10. The sustainability reputation of companies can Aula, P., & Heinonen, J. (2016). Evidence-Based be measured based on an adapted approach to Reputation Management. In The Reputable Firm Fombrun’s reputation measurement. This shows (pp. 163–199). London: Springer. that the sustainability reputation does not have a Blevins, D. P., & Ragozzino, R. (2019). On Social singular effect on people’s perception of a com- Media and the Formation of Organizational pany, but that the reputation dimensions cor- Reputation: How Social Media Are Increasing relate with each other. This leads to the interac- Cohesion Between Organizational Reputation tion of the different reputation dimensions. For and Traditional Media for Stakeholders. Acad- example, the sustainability reputation also has an emy of Management Review, 44(1), 219–222. impact on the reputation of management or the reputation of products. Engel, Y., Kaandorp, M., & Elfring, T. (2017). Toward a dynamic process model of entrepre- Practical an social implications neurial networking under uncertainty. Journal of Business Venturing, 32(1), 35–51. Measuring reputation based on social listening Harris Poll. (2018). Reputation Quotient. enables companies to react promptly to their Retrieved from https://theharrispoll.com/ perception by their stakeholders. wp-content/uploads/2018/12/2018-HAR- Limitations of the study/future research RIS-POLL-RQ_2-Summary-Report_FNL.pd- f%0D A major limitation of the study is that the data Mishina, Y., Block, E. S., & Mannor, M. J. is not representative for all stakeholders of the (2012). The path dependence of organiza- selected companies. Furthermore, the results can tional reputation: how social judgment influ- be distorted as indifferent people may not express ences assessments of capability and character. themselves in social media about companies and Strategic Management Journal, 33(5), 459–477. 4 ABSTRACTS 74 A Road Map for Influencer Relations Best Practices Shannon Gallagher McMaster University (Canada) Research Question Literature Review In the influencer-communicator relationship, is Influencers are defined as; “individuals with the there a division of responsibility and delivera- capability of affecting the opinions or actions bles with regards to sponsored content? of others” (Boone, Kurtz, Mackenzie, & Snow, 2016, p.112). Within communication depart- Introduction ments, the role or responsibility of managing the Influencer relations as evolved rapidly over the relationships with this influencers is known as last decade. SNSs democratized the sharing of influencer relations. It is defined as; “The liaison information from peer-to-peer within social and between a company and those considered to be professional networks. It has created unique op- influencers within the social media communi- portunities for the rise of paid e word-of-mouth ty” (Boone, Kurtz, Mackenzie, & Snow, 2016, marketing (eWOMM). Since 2017, the scale p.112). and professionalism required of influencer cam- Social media influencers build relationships not paigns has exploded. However, “how it happens” just with their audiences but also with brands. appears to still a mystery to many communica- Smith (2010) identified three phases of the tion practitioners. In 2016 to 2017 there was a evolution of bloggers (forerunner to influenc- 325% increase in searches for the term ‘influenc- ers): introduction, community membership, er marketing’ (Connick, 2018, p. 9). This stat and autonomy (2010, p.176). A recent report illustrates that people are looking for answers on influencer relations found “62% of brands about how working with influencers works. compensate influencers as brand ambassadors As influencer relations is emerging as a new or partners rather than one-time contractors” area of communications practice; it is not sur- (Connick, 2018, p.10). prising that a comprehensive literature review Methodology revealed a knowledge gap in regards to a road map of best practices for communications pro- This study used in-depth participant interviews fessionals working with influencers on paid as the primary data collection technique. N=10 e-WOMM campaigns. Thus, a road map of how interviews took place between February 12 – the influencer-communicator relationship works March 30, 2019. This study employed multiple best was the goal of this research. This author case design looking at N=5 pre-existing relation- proposed a model for influencer relations best ships between influencer and communicators. practices known as the 12 Phases of Effective Participant were recruitment using a snowball Influence Relations. sample method. Influencers nominated commu- 4 ABSTRACTS 75 nication professionals and vice-versa after being ment. told that the person they nominate must be “ex- ceptional at influencer relations” (in influencers The findings of this research outline who is in- case) or “at working with influencer specialists” volved at each stage, the action items, and best (in communicators case). practices in action using examples of real influ- encer campaigns. Through the voices of the par- The sample was 100% Canadian, 10% male ticipants this research tells the story of how har- (n=1) and 90% female (n=9). The influenc- monious relationships between influencer and er industry is female dominated, a 2019 study brands are created. found 77% of influencers are women (Gesen- hues, 2019). All participants agreed to be iden- References tified to help lend context and credibility to the results. Boone, Kim, David Kurtz, and Herb Mackenzie. Contemporary Marketing. 4th ed. Nelson Edu- Results and Conclusions cation, 2016. The results of this study are a snapshot of where Connick, Hal. “How to Win Friends and Influ- the relationship between influencers and com- ence Millions: The Rules of Influencer Market- municators is, as of 2019. To find out how ing.” Marketing News, 2018. influencer relations works; participants were Gesenhues, Amy. “Women Make up the Majority asked what their typical deal-to-delivery looked of Influencer Community, Still Earn Less than like from their vantage point. They were also Male Influencers.” Marketing Land (blog), June asked to outline the respective responsibilities of 6, 2019. https://marketingland.com/women- the influencer and their partner. The findings make-up-majority-of-influencer-community- feature both quantitative and qualitative analy- earn-less-than-male-influencers-262193. sis of their individual responses that revealed a workflow pattern made up of 12 distinct phases. Smith, Brian G. “The Evolution of the Blog- ger: Blogger Considerations of Public Re- This study proposes a model called The 12 Phase lations-Sponsored Content in the Blogo- of Effective Influencer Relations. The 12 phases sphere.” Public Relations Review 36, no. 2 (June are: (1) Influencer Program, (2) Influencer 2010): 175–77. https://doi.org/10.1016/j. Roster, (3) Influencer Outreach, (4) Influencer pubrev.2010.02.006. Proposal, (5) Proposal Approval, (6) Statement of Work, (7) Content Creation, (8) Content Approval, (9) Posting Content, (10) Content Keywords: Influencer Relations, eWOMM, Influ- Interaction, (11) Post Reporting, and (12) Pay- encers, Branded Content, Influencer Marketing 4 ABSTRACTS 76 Strategic Communication of At-Risk Youth Nonprofits in Israel: Is Budgeting Indeed the Main Issue Roni Glam Bar-Ilan University (Israel) Clila Magen Bar-Ilan University (Israel) Introduction and purpose of the study Methodology Over the past several decades, the number of This study’s central approach is Multiple Case nonprofits (NPOs) has increased worldwide and Study Analysis. The sample included eleven accordingly received growing attention within nonprofit organizations. The study is based on public relations research. The present research qualitative and quantitative content analysis of study provides an analysis of PR of at-risk youth a broad database: multiple cases, media content, nonprofits in Israel, investigating the practice Facebook posts, websites (n=954), and 15 in- within the context of the connections (or their depth interviews with CEOs and spokespeople lack) between the strategic and the tactical lev- of the NPOs. The study distinguishes between els. The research question addressed is: What are three NPO sizes (small, medium, large). This pa- the PR strategies and tactics applied by at-risk rameter was included in order to explore wheth- youth NPOs in Israel and what are the rationales er budgetary limitation was the only (or main) that these methods are based on? factor for the NPOs’ public relations choice. Literature review Results and conclusions Whereas some studies in public relations (PR) The findings indicate that most of the NPOs focus on strategic elements of nonprofits, most used traditional as well as new media, but lacked of this research generally deals with tactical broad, strategic planning – usually operating aspects (Cho & Schweickart, 2015; Goldkind, only on an ad hoc basis. Interestingly, the inter- 2015; Guidry et al., 2015). Overall, there is a views shed light on a set of reasons aside from palpable dearth of research that holistically com- limited budget that hindered these organizations bines analysis of strategy and tactics in syner- from applying broader and more sophisticated gistic fashion. This leads to a situation in which PR tools. One of the study’s fascinating insights core issues of strategic communication or fasci- is the interviewees’ statements that they found nating professional dilemmas in NPOs are not it very difficult to tailor the NPOs’ messages to properly addressed. the public without harming their professional social objectives. For instance, several interview- ees pointed to the fact that they frequently had to juggle between choosing messages that would clearly have an emotional impact on many but at 4 ABSTRACTS 77 the price that youth might be exposed to mes- A wider interdisciplinary approach is needed, in- sages depicting them as weak, vulnerable and cluding such disciplines as social work, political dependent. This would obviously undercut the science and education. New media are dynamic social workers’ efforts to empower these young and alter rapidly. Similarly, NPOs too are not people and convince them that they are strong static and commonly undergo structural chang- and capable of leaving the at-risk cycle. In other es. words, there is more to nonprofit PR limitations than budgetary restrictions. Material resource The findings of this study may serve as an in- obviously plays an important role; however, the teresting case study. However, in order to drive study shows this to be only one part of the larger broader conclusions and generalizations there picture. is a need to add more layers of knowledge us- ing comparative analysis (studying other types This is also evident when differences in the of NPOs, exploring cross cultural and cross na- NPOs’ public relations according to their size tional similarities and differences, etc.) and to were found uncorrelated. Rather, the public re-conduct ongoing research in order to detect the lations applied were mainly shaped by the core dynamics on a lengthier timeline. attitude of the CEOs and their perceptions re- garding the necessity to treat the challenge of Keywords: Nonprofit, Public Relations, New Media public relations seriously. This was true for large, “wealthy” NPOs and for small NPOs that were References extremely constrained in terms of budget. The Cho, M., & Schweickart, T. (2015). Nonprofits’ deciding factor for both types was not “budget” use of Facebook: An examination of organi- but rather positive awareness and understand- zational message strategies. Public relations ing of the importance of public relations as a in the nonprofit sector: Theory and practice, necessary condition from the start, along with a 281-295. deeper understanding of their respective organi- zations’ complexity. Goldkind, L. (2015). Social media and social service: Are non-profits plugged in to the dig- Practical and social implications ital age? Human Service Organizations: Man- agement, Leadership & Governance, 39(4), This study serves as the basis for identifying 380-396. www.guidestar.org.il. (Hebrew). strengths and weaknesses in the PR process, thus enhancing communication capabilities in public Guidry, J., Saxton, G., & Messner, M. (2015). relations and creating bridges between the social Tweeting charities: perceptions, resources, and work of the organization and media activity. effective twitter practices for the nonprofit sector. Public relations theory and practice in the nonprofit sector, 267-280. 4 ABSTRACTS 78 The nature of activism in Turkey Zuhal Gök Demіr Akdeniz University (Turkey) Introduction and purpose of the study ganizations in order to achieve their goals and legitimacy which can be ensured by societal and Information technologies have recently changed stakeholder expectations and values. Thus stake- the nature of activism. In particular web 2.0 holder relationships have become more import-tools, social networking sites, microblogging ser- ant than ever as legitimacy occurs only when the vices, and content-sharing sites have introduced organisation’s actions are parallel with the ex- the opportunity for wide-scale, online social pectations’ of society (Sutton, 1993). So it can participation for activist publics by enhancing be suggested that organisations are dependent public voice. Especially social media is regarded on society for legitimisation to gain favourable as a novel resource that can quickly foster com- reputation and to be conceived as societally re- munication and disseminate information, thus sponsible. At this point activist publics can be builds and strengthens ties among activists, and regarded as the most critic publics in public re- publicizes social movements. The speed, credi- lations. bility, openness, transparency, and interactivity of social media have eclipsed the traditional mo- Methodology bilization techniques of activism. Social media provide informational and relational strategic The purpose of the study is both to test the va-resources for activists to force the government lidity of activism orientation scale (AOS) in and corporations to pay attention to what they Turkish adaptation and to find out activism style care about and demand. In this paper the nature of publics among generations. Research has been of activism in digitalized world and activism ori- carried out with 400 participants in Antalya in entation will be discussed in terms of public re- Turkey including baby boomer generation, X, lations domain. Digital activism will be handled Y and Z generations using convenience sam- as a new form of activism which raises aware- pling in order to find out their activism style. ness in general public, thus, causes corporations The questionnaire form consists of the activism to change their public relations strategies. The orientation scale (Corning & Myers, 2002), the paper aims to find out activism style of publics online social activism scale (Yankah et al. 2017) among generations by ensuring the validity of and demographics. While 35 item - activism the scale. orientation scale measures an individual’s ori- entation toward engaging in activism behaviour Literature review traditionally, 21 item online social activism scale measures an individual’s participation in online Corporations should change their strategic di- social networking behaviour specifically related rection for sustainability (Bordia et al, 2004) to social and/or political views/issues. Firstly, in in our continually changing organizational en-order to test validity of Turkish version of the vironment, from this point of view public re- AOS scale, exploratory factor analysis (EFA) lations have become a strategic driver for or- and confirmatory factor analysis (CFA) are 4 ABSTRACTS 79 conducted. In order to test the difference among There is also statistically significant difference generations one-way ANOVA test is conducted. among generations in terms of activism orien- Composite reliability (CR), Average Variance tation scale sub-dimensions. The findings sug- Extracted (AVE) and HTMT values are calcu- gest that different generations prefer different lated. activism styles. Generation Z is more participa- tor, more actor, more communicator and more Results and conclusions high risk activist, however, low influencers than Although original activism orientation scale the other generations. Also the effect of gender has two dimensions; conventional activism be-on participator, influencer, actor, communicator, haviours and high-risk activism behaviours, EFA high risk activism and online social activism is results suggest that conventional activism be- tested and results show that male participants haviour dimension involves four-sub dimensions have higher scores in influencer activism and in Turkey context. These dimensions are labelled online social activism. There is no statistically as influencer, participator, actor, and communi- significant difference with other dimensions. cator. High risk behaviour dimension is found to Practical and social implications be congruent with the original scale. This finding indicates that conventional activism has different When the results of the study are evaluated in levels and different reflections in Turkey. In order terms of publics in Turkey, it can be said that to find out the differences in the style of genera- new generation, generation Z, is more active tions’ online social activism, one-way ANOVA is both in traditional and digital activism. It can conducted and the test results suggest that there be concluded that organisation in Turkey need is a statistically significant (F(3,399)=10,375; to change their public relations strategies from p<0.001) difference between generations. As ex-campaign management to relationship manage- pected, Post hoc test suggest that generation Z ment in time. uses social media activism more than generation baby boomer, generation X and generation Y ac- Keywords: Public Relations, Activism, Digital Ac- cording to mean online social activism scores. tivism 4 ABSTRACTS 80 Discourse analysis of instagram accounts of influencers in the sphere of fashion in Turkey Olesia Gorbunova Oner Ankara University (Turkey) The aim of our study is to find out how fashion (Veirman et al., 2017). They create “highly credi- and lifestyle influencers in Turkey represent the ble electronic Word Of Mouth”. content provided by brands (there is a limitation to the research because in Turkey there is no leg- It is possible to define social media influencers islature on disclosure of paid partnerships so ev- as a new type of independent third-party endors- ery brand mention needs to be analysed), what ers who take part in forming opinions, tastes and public relations strategies and techniques they making different decisions. It is believed that use in order to create and support their personal conveying PR message through an independent brands (self-branding) and finally what fashion source or trusted opinion leader help to increase discourse they create. The method we use is dis- its value. Traditionally third-party endorsers no- course analyses and as a test research we chose tion has been used to define people like friends a sample of two Instagram accounts of fashion or other consumers who share their opinion influencers: Ferhan Talib (@iconjane) and Billur about the product, service etc. and thereafter Saatci (@billursaatci). They were one of the first help to sell it or create certain usually positive fashion bloggers in Turkey hence the choice. reputation. With the appearance of Internet and especially social media the notion of friends has Main concepts. Digital communication channels significantly changed, as there our friend can be opened new area for implementation of public literally anyone from celebrities to companies, relations efforts. Social media has become one from journalists to influencers. (Freberg et al., of the significant channels where companies and 2011) individuals can share some moments from their lives and opinions on different topics. Social me- Influencers, by posting in social media may be- dia are not only a channel themselves, but they come a part of a discourse or even create them. also appear to be a group of individual channels. Public relations specialists also create discourses. Whether some of these channels are strictly pri- Rose (2012) states that discourse is a collection vate others have become one of the most pow- of expressions related to a topic, field or event. erful media of nowadays. They are channels of This collection shows what is thought about this influencers. Who are social media influencers? topic, field or event and affects the behaviour of people. As most of the social media consist Social media influencers can be defined as peo- not only from textual but also contains still and ple “who have built a sizeable social network of peo- moving images discourse is created by both lan- ple following them” and “they are seen as a regard guage and visual language. Ways of creating dis-for being trusted tastemaker in one or several niches” courses, contents, management etc. of the latter 4 ABSTRACTS 81 in social media is quite a large area and relatively Fashion and lifestyle influencers have become a new area of investigation. part of everyday life of millions of people. First fashion bloggers in Turkey appear in 2008- Study of influencers marketing (Influencer 2009. In the beginning, fashion blogging was Marketing, 2017) in Turkey shows that spheres done through blog itself but with the develop- where influencers are demanded the most are ment of social media like Facebook and Insta- beauty, fashion, lifestyle and travelling. This re- gram blog in its traditional form is used rarely. search also shows that Instagram is the most Yener Lutfu Mert (2018) held a small study in preferred by PR and marketing departments and which he asked managers of three agency which the most frequently used social media. These work with influencers about the specifics of the finding are not surprising considering the fact process. These people said that Instagram is the that existing culture is considered by many re- most popular social media among clients due to searches as visual (Mirzoeff, Rose, Sturken and the relatively low cost of the production of con- Catwright, Lash, etc.). Fashion, lifestyle, beauty tent and outcomes. It was also mentioned that it sectors cannot exist without visuals and Insta- is important not to push influencer much with gram is one of the most suitable platforms for branding and other policies – they should have them. Together with the opportunity to post still the liberty to show the content in their style. photos, videos and stories, Instagram allows to go live and to express ideas under the visual in Results and conclusions. It is an ongoing resear- the form of textual post or comment. Recently ch which is planned to be finished in May, 2020. the social media also added the different func- tions making possible online shopping directly Keywords: fashion influencers, Instagram, discourse, from Instagram. personal branding 4 ABSTRACTS 82 The Tale of the Tape. The Most Frequently used methods and explanations of the impact of public relations used by PR professionals in a National PR Awards Competition Denisa Hejlová Charles University (Czech Republic) Philip Katz Charles University (Czech Republic) Tomáš Weiss Charles University (Czech Republic) Introduction and purpose of the study na Principles (2007) mark an important mile- stone of the PR industry’s objective to clarify Since the very beginning of the professionaliza- the effectiveness of PR. The aim of this study tion of public relations and its formation into a is to contribute to this – still rather opaque – business field, there has always been a question field of knowledge by simply asking, how do the from both the clients and the public: To what ex- PR professionals themselves describe the impact tent can and does public relations affect a society of public relations on organizations and society: or business (Sriramesh and Vercic, 2019)? not only what methods they use most often, but The clients simply want to know what PR profes- also what narratives they build when they want sionals can do for them and how effective their to tell the story of their “impact”. The conceptual work is, essentially trying to determine what question is, what are the strategies of legitimi-they are paying for. And the public asks, who zation used by public relations professionals to are the players and what are the motives which justify their own “licence to operate”, especially constitute their information sources. They might at a time when PR professionals are not trusted also ask who the “deus ex machina” is. The pub- by the public (European Communication Moni- lic relations field has long strived to, as Galileo tor, 2019). How to the PR professionals consti- said, “Measure what is measurable, and make tute the sense-making of their own work? What measurable what is not,” (Trendkite, 2019). methods do they use for evidence-based argu- mentation? What narratives do they use? Yet, even today it is not clear to what extent or even how we can measure the impact of pub- Research question: How do PR professionals lic relations on businesses or society, despite themselves describe their “impact of public rela-many attemps to describe a global standardiza- tions on organizations and society”? What meth- tion (Gregory and Watson, 2008; Gregory and ods and narratives do they use to define that White, 2009; McNamara, 2014). The Barcelo- “impact”? 4 ABSTRACTS 83 Literature Review outcomes, the number of applications measuring outputs has increased from 51 % to 62 % from This field has been extensively studied and an- 2010-2019, while the measuring of outcomes alysed, from both a theoretical point of view has stayed stable measuring between 33-34%. (namely finding conceptual frameworks and an- In 2019, 60% of applications only used quan- alytical tools, e.g. Cutlip, Center and Broom’s PII titative metrics for measurement, but only 36% model, 1993, or MacNamara’s pyramid model, include both quantitative and qualitative metrics. 2005) and a business point of view (namely driven by the practical need of explaining the Only 16% of applications state clear goals, which costs and benefits, e.g Lindenwann, 1993 and can be objectively measured (91 % state goals 1997; Hon, 1998). More detailed literature re-without specifying how they will be measured). view will be provided in the full paper. More detailed results and conclusions, including the results of the critical discourse analysis, will Methodology be provided in the full paper. We used a quantitative content analysis (Berger, Practical and Social Implications 1993) to analyse the selected dataset of applica- tion forms, which were submitted to the Czech Despite the Barcelona Principles, it is clear that Public Relations Award. This award represents the PR professionals still stick to the “clippings” a “showcase” of the best practice cases and practice, using only more sophisticated metrics, runs since 2006. The selected dataset consists but still focusing more on the outputs and not as of completed applications for Czech PR Award much on the outcomes. The impact on return on in four years, 2010, 2013, 2016 and 2019 and investment (ROI), brand-awareness or reputa- was further reduced only to the main categories: tion is still merely the PR professionals “talking” Business Communication, Corporate Social Re- or self-legitimization narrative, as opposed to sponsibility and Philanthropy, Business-to-Busi- a measured quality. Also, the argumentation of ness and Business-to-Consumer (N=255). Also, the PR professionals, when explaining their own we used critical discourse analysis (Wodak and contribution to the business or the society, was Meyer, 2015; van Dijk, 2005) to analyse the essentially vague and not clearly stated. strategies of legitimization and sense-making, which are used by the public relations profes- Discussion sionals to prove the impact and “raison d‘être“. This study is based on a rather limited dataset of Results and Conclusions national PR award applications, and, therefore, it intentionally only includes the “best practice” We can state that the inclusion of at least some case studies. Therefore, the question – and also form of “objective” measurement method is key the answer – cannot be “what represents the re- for describing and justifying the PR profession- ality”, or “the whole field”, but it is “what do the al’s outcome, and it has increased over time (84 PR professionals think is the best that represents % of applications included an objective metric in their work”. 2010 and 96 % in 2019). Most applications use measurement of more than 2 metrics, and again, Keywords: public relations; document analysis; this number has evolved over time. However, evaluation methods; strategies of legitimization; sen- when it comes to the question of outputs vs. semaking; evidence-based argumentation 4 ABSTRACTS 84 Earned Media in a Digital World: Relationships with Modern Journalists Lisa Hepfner McMaster University (Canada) Alex Sevigny McMaster University (Canada) Introduction and purpose of the study journalism in the interests of society in gener- al, but the differences don’t necessarily conflict: Journalism and public relations have an inter- “PR is providing vital input for the ongoing so- twined history, often marked by clashes born of cial discourse which is mediated by journalism” a dearth of mutual respect and comprehension. (p.754). Traditional sources of news are floun- Even today many reporters dismiss the “flack” as dering in the digital era, almost without excep- an obstacle to overcome on the way to informa- tion, while public relations continues to grow as tion, and many public relations professionals are a profession, but both professions are necessary disdainful of the “muckraker” they expect will to a fully functioning society; “without public twist truth or sensationalize the trivial. While communication and publicity there can be no these counterproductive stereotypes persist, democracy” (Vercic & Vercic, 2016, p. 497). they are not ubiquitous. Examples of mutually beneficial cooperation between the profession- Grunig (1990) posited that “public relations als abound. After all, “both professions value in- should have an interactive, rather than a ma- formation and serve the public interest” (Yang, nipulative relationship with the media” (p. 18). Taylor & Saffer, 2016, p. 150). This study exam- Grunig (2006) also described the volatile na- ines positive and negative experiences between ture of relationships, and the necessity of “trust, journalists and public relations professionals control mutuality, satisfaction and commitment” through in-depth interviews with a variety of (p. 16). reporters and a variety of communicators who deal with the media. Methodology The research question is how and to what extent can Data for this qualitative research study will be public relations professionals build trusting relation- largely gleaned from in-depth interviews with ships with journalists? an equal number of journalists and media re- lations practitioners; including at least twenty Literature review participants. Interview questions are based on the following research questions: (RQ1) How The acrimonious yet interdependent relation- and to what extent do journalists and PR profes- ship between journalists and their public re- sionals have conflict and hold negative views of lations counterparts has been widely studied. one another? (RQ2) How and to what extent do Schonhagen and Meissner (2016) posit that the journalists and PR professionals fruitfully col- professions differ in terms of the interests they laborate and hold positive views of one another? represent; PR in a particular interest and (RQ3) How and to what extent can journalists 4 ABSTRACTS 85 and PR professionals trust one another? fessionals better understand the needs and goals of journalists, they could be helpful champions This study is at the McMaster University Re- of the media at a time when help is most needed. search Ethics Board approval stage. Interviews will be conducted later in February 2020. The Keywords: journalism, media relations, relation- research paper will be finalized and presented to ships, trust academic supervisors by April 1, 2020. References Results and Conclusions Grunig, J. (1990). Theory and Practice of Inter- Some journalist participants will likely insist that active Media Relations. Public Relations Quar- there can be never be trust established between a terly, 35,3, 18-23. public champion and a paid representative, and Grunig, J. (2006). Furnishing the edifice: On- some PR participants may echo the sentiment. going research on public relations as a strate- However, this study is expected to yield valu- gic management function. In K. Sriramesh, A. able insight into the experiences of journalists Zerfass & J-N Kim (Eds.) Public relations and and public relations professionals. The results communication management: Current trends will include recommendations on how intoler- and emerging topics (pp. 1-26). New York: ances can be eased, on how cooperation can be Routledge. increased, and on how trust can be fostered in media relationships. Schonhagen, P., & Meissner, M. (2016). The co-evolution of public relations and journal- Practical and social implications ism: A first contribution to its systematic re- view. Public Relations Review, 42, 748-758. Ideally, this study will inform better understand- ing and cooperation between journalism and Vercic, D., & Vercic, A. T. (2016). The new pub-public relations professionals, and lead to fur- licity: From reflexive to reflective mediatisa- ther research about how that cooperation can tion. Public Relations Review, 42, 493-498. cultivate trust, control mutuality, satisfaction and Yang, A., Taylor, M., & Saffer, A. J. (2016). Eth- commitment; in other words, or relationships. ical convergence, divergence or communitas? If journalists better understand ethical public An examination of public relations and jour- relations, they may help alleviate the perpetual nalism codes of ethics. Public Relations Re- spin-doctor perception. If public relations pro- view, 42, 146-160. 4 ABSTRACTS 86 The influence of city public diplomacy on the fight against global climate change José María Herranz de la Casa Universidad de Castilla-La Mancha (Spain) Juan Luis Manfredi Sánchez Universidad de Castilla-La Mancha (Spain) Francisco Seoane Pérez Universidad de Castilla-La Mancha (Spain) Introduction and purpose of the study ies have become key actors in public diplomacy, using their soft power to influence the legislation The city public diplomacy is the activity of inter- of areas over which they do not have full compe- national political communication that most has tences but that affect them in a determinant, like grown the most in the last decade, as a conse- the environment in a context of climate change. quence of the new demographic structure, the transformation of political and economic power, Also trough the Sustainable Development Goals the impact of climate change and citizen em- (SDG) perspective and the 2030 Agenda, cities powerment. City public diplomacy facilitates deem a greater role in achieving these objectives the consolidation of new spheres of power that instead of states that leadered the Millenni- use international communication to be reputed, um Development Goals until 2015. Currently, influence or create the illusion of participating. there are international projects that measure the Local government offers concrete, real and effec- fulfillment of SDGs in the urban environment tive solutions, close to the citizen’s experience. such as British Columbia 2030 or Baltimore These are not mediated experiences, but rather Neighborhood Indicator Alliance (BNIA). Cities are led by the citizen. can become highly influential in the new global order by taking a lead in grey areas like climate In this research we are interested the city pub- change, where State capacity is less relevant in lic diplomacy on the fight against global climate terms of public policy execution. change. On one hand, this project attempts to understand the position and characteristics of Literature review the city as an actor within the political system and its international political communication Diplomacy is an activity that uses strategic com-strategies. On the other hand, it studies the lead- munication in the process of building the inter- ership capacity expressed through the actions of national reality. Diplomatic actors intervene in the Mayor’s Office. From both, it results a meth- international political communication with the odological innovation in the study of interna- aim of influencing through different informa- tional political communication actions designed tive, cultural and educational mechanisms. Pub- to influence globalization that adds: direct pres- lic diplomacy is defined as the management of sure on national governments and mediated lob- international political communication in accor- bying, typical of citizen activism that demands a dance with action and foreign policy interests. change in public policies. This research aims to Signitzer and Coombs (1995) have explored the demonstrate that the Ibero-American mega-cit- relationship between public relations and public 4 ABSTRACTS 87 diplomacy and have found a natural process of cities and the strategies of international commu- convergence with similar objectives and similar nication (lobby, advocacy, trust-confidence nar- tools to reach them. Governments try to influ- ratives, social media, personal branding, mayors’ ence through strategic communication effort leadership, place branding and events) that are and public diplomacy to other nations and citi- designed in the process of political decision, zens. The value of public relations and strategic having as object of study the climate change. communication of public sector has increased (Canel, 2007). And also the impact of municipal Practical and Social Implications policy on multilevel management and regulation is an issue on the global research agenda (Bar- It is hoped to discover how cities use public rela- ber, 2013; Schragger, 2016). tions and public diplomacy to influence environ- mental issues and fight against climate change Methodology Keywords: Public affairs, public relations, public di- The research is carried out at two levels: quan- plomacy, climate change, SDG titative, recording the presence or absence of 65 indicators that characterize the strategy of inter- References national public diplomacy of 30 cities (15 Ibe- Barber, B. (2013). If Mayors ruled the world. New ro-American, 15 Spanish); qualitative, studying Haven: Yale University Press. through semi-structured interviews the public environmental diplomacy of five Ibero-Ameri- Canel, M.J. (2007). Comunicación de las insti- can megacities: Madrid, Barcelona, Mexico City, tuciones públicas. Madrid: Editorial Tecnos. Sao Paulo and Buenos Aires. Schragger, R. (2016), City power. Urban gover- nance in a global age. Oxford: Oxford Univer- Results and Conclusions sity Press. This investigation is part of a project that in the Signitzer, B. H. & Coombs, W. T. (1992). Pub- next two years will try to know the environ- lic relations and public diplomacy: conceptual mental policy network of each of the cities and convergences. Public Relations Review, 18, 137- the particularity of the public diplomacy of the 147. 4 ABSTRACTS 88 Whom do we serve? Sinead Hewson School of Media & Communications, TU Dublin City Campus (Ireland) Introduction and purpose why, and how organisations and stakeholders have reached a particular point paves the way Today’s sharing economy demands societal en- for strategic changes “allowed” by the existing gagement and authentic dialogue with organi- culture (Darling, 2017, pp. 64–67) and creates sations who in turn are expected to act in the “irreversible momentum” (Burt, 2010, p. 70). best interest of the end-user (i.e. the stakehold- er). Communicators act both as custodians of Public relations is “the management func-stakeholder relationships and the voice of the tion that establishes and maintains mutually organisation they represent. This multi-faceted beneficial relationships [ ] on whom success or role raises an important question for the public failure depends” (Cutlip cited by Broom and relations function. Whom do we serve? Sha, 2013, p. 26). Value comes through rela- tionships (Grunig and Grunig, 2010, p. 5) and This paper presents a selection of findings from a doctoral study on the potential of public relations “getting people to do what you want them to do” in the strategic thinking process called: Commu- (Trolley, James L. cited by Grunig, 1992, p. 38). nication at the Core: Exploring decision-mak- Relationships are based on one-way, two-way ing when communication is at the heart of an and omni-directional communication (van Rul- organisations’ strategy development. The paper er, 2018, p. 368) with “the flow of purposeful specifically examines the concept: Whom do we communication” and “continuous transactions” serve? which consistently appeared throughout (Edwards, 2012, p. 21). Public relations pro- the findings. fessionals adopt highly co-operative behaviours which are underpinned by concern for others Literature Review and perceived stakeholder needs. Behaviours change depending on the stakeholder and pur- The literature review draws scholarship from pose of the interaction (Thomas and Kilmann, studies of public relations, strategy, group dy-1978, pp. 1143–1144; Thomas, 2016, p. 266). namics and decision-making. Method, sample size and rationale Greek in origin, strategy originally refers to the positioning of troops before battle. Organ- Public relations is “fluid and complex” (Gow- isations describe strategy as the ability to un- er, 2006, pp. 177–190) and benefits from a derstand, predict and leverage stakeholder be- qualitative approach to highlight current expe- haviour operating in an environment in which rience and facilitate “ongoing dialogue” (Kane, people and resources continually interact (Hen- 1995, p. 51; Creswell, 1998, p. 51; Moss, Ver- derson, 1989, pp. 139–143). Strategy is also cic and Warnaby, 2000, pp. 7–48; Quinn Pat-the product of history and learned experience ton, 2002, p. 69). This was a mixed methods (Schein, 2010). Understanding who, what, study incorporating meaning orientated meth- 4 ABSTRACTS 89 odologies such as interviewing, active listening ticity assumes that social relevance and adop- and participant observation and identification of tion of Sustainable Development Goals (SDGs) emerging patterns and findings (phenomenolog- are a given. Critical and consequential thinking, ical & grounded theory traditions). Thirty-four doing the right thing and accessing ones’ moral semi-structured interviews took place between compass to guide decision-making emerged as 2018 and 2019. Participants worked in their re-essential capabilities opening further dialogue on spective organisations internationally at director Whom do we serve? or at board level in a leadership or communi- cations function. Follow up included transcript Further analysis suggests that credibility and reviews as well as documentary and archival reputation are directly linked with who com-analysis of the findings. municators choose to serve first. Professionals working directly with the CEO were perceived Findings as the mouthpiece of the organisation, politically motivated and followers or influencers. Those The research found that the sector is in per- positioned as trouble-shooters or the conscience petual flux, transitioning from a process-driven of the organisation team were thought leaders function into an organic, always on transaction- and change-makers acting in the best interest of al flow. Secondly, capabilities such as sensem- everyone. aking (Fiske, 1982) and identifying patterns & inter-relationships (Meighan and De Ruijter, Results, conclusions and implications 2016; Fuller et al., 2018, pp. 233–252) are Assessing the implications for communication emerging as basic requirements. Thirdly end-us-professionals who curate and enable stakeholder er needs rated ahead of the organisation as indi- & organisation dialogue warrants further exam- cators shaping the direction of modern strategy ination. Are they appropriately skilled and re- and communication with priorities shifting from silient to adapt to constant change and clearly profit and shareholder value towards trust and articulate who they serve and their motivation? doing the right thing profitably. This suggests Communicators are well positioned to leverage that communication is moving towards cocre-the opportunities this paradigm creates so that ation with stakeholders built on trust and mak- society thrives and authenticity driven indicators ing a difference. such as the SDGs are within reach. The question for the sector is: Exactly who do we serve? and Communication was positioned as an authentic in what context? voice enabling genuine stakeholder discourse rather than simply communicating for advantage Keywords: public relations, strategy, societal impact, (Moloney, 2006, p. 165). Furthermore authen-capabilities 4 ABSTRACTS 90 Bringing Positive Impact to the Society: A Model of Authentic Corporate Social Responsibility (CSR) Communication Chun-Ju Flora Hung-Baesecke University of Technology Sydney (Australia) Introduction and purpose of the study nication, organizational listening (Macnamara, 2018), and authenticity. Public relations contributes to the society by helping organizations to be socially responsible The current CSR literature has been focusing and engage with stakeholders. CSR communi- on the economic benefits of addressing societal cation research in public relations has been fo- needs (Margolis & Walsh, 2003). The term stra- cusing on how organizations communicate CSR tegic CSR also implies corporations’ choosing initiatives (such as utilizing digital/social media, stakeholders’ issues that align best with the cor- CSR reports, etc.), the outcomes of CSR com- porations’ needs (Porter & Kramer, 2006). As a munication (such as financial returns and con- result, this approach has caused extensive skep- sumer purchase intention), CSR communication ticism toward corporate CSR behaviors among being a strategic communication tool (e.g. using the publics. CSR skepticism means “publics/ in- CSR in handling crises, engaging stakeholders), clination to question, disbelieve, and distrust an and strategic CSR communication (e.g. creating organization’s CSR motives, management, and shared value (CSV) communication. Despite business, CSR outcomes, and the claim of so-the positive results CSR and CSR communica- cially responsible positions and actions” (Rim & tion have brought to organizations, not much Kim, 2016, p. 250). research has been done on how organizations should practice CSR so as to be considered gen- CSR is defined as organizational activities de- uine and authentic, and to reduce the skepticism signed to create a positive impact on the society toward CSR among publics. Organizations need (Mazutis & Slawinski, 2015). Therefore, CSR to be authentic in their CSR communicative be- initiatives should focus on the actual positive haviors. Therefore, the purpose of this theory impact such initiatives can bring to a society, in-paper is to develop a model of authentic CSR stead of economic rewards. To that end, I adopt- communication on how a corporation can sub- ed the concept of authentic CSR from the man- stantially contribute to the society and not being agement literature (Mazutis & Slawinski, 2015) viewed as “greenwash.” in articulating the focus on how a corporations’ core values drive its behaviors, a leadership with Literature review caring and genuine qualities, how public rela- tions can help engage in dialogues and listen to The literature of this research includes the topics publics’ concerns, and partnering with stake- of CSR skepticism, organizational values, leader- holders in the process of the CSR initiatives. I ship in CSR communication, dialogic commu- also argue that, in evaluating the outcomes of 4 ABSTRACTS 91 CSR initiatives and communication, the focus business. Administrative Science Quarterly, 48, should be on the actual impact to the society, 268-305. instead of benefits corporations obtain in this Mazutis, D.D. & Slawinski, N. (2015). Journal of process. Business Ethics. 131 – 137. Conclusion Porter, M. E., & Kramer, M. R. (2006). Strate- gy and society: The link between competitive A model on organization authentic CSR commu- advantage and corporate social responsibility. nication model is developed with the emphasis Harvard Business Review, 84(12), 78- 92. on co-creating with stakeholders on corporate CSR effort. Rim, H., & Kim, S. (2016). Dimensions of cor- porate social responsibility (CSR) skepticism References and their impacts on public evaluations to- ward CSR. Journal of Public Relations Research, Macnamara, J. (2018). Toward a Theory and 28(5–6), 248–267. doi:10.1080/106272 Practice of Organizational Listening, Interna- 6X.2016.1261702 tional Journal of Listening, 32(1), 1-23, Keywords: Corporate Social Responsibility, Authen- Margolis, J. D., & Walsh, J. P. 2003. Misery loves tic Communication, Society companies: Rethinking social initiatives by 4 ABSTRACTS 92 The importance of reputation and legitimacy for financial supervisors Éva Kaponya Faculdade de Ciências Sociais e Humanas - NOVA FCSH (Portugal) Introduction and purpose of the study ibility, results from stakeholder judgement, and is built overwhelmingly by ‘behaviour’. Whilst Although reputation and legitimacy are intensely legitimacy – a complex, multidimensional con- researched concepts, when it comes to the public cept established on a trust-based relationship – sector, they remain in the blind spot of investi- expresses ‘similarity’ and refers to a minimum gations. With the aim to diminish this gap, the standard of ‘acceptance’. Agencies are considered paper investigates the importance of reputation gatekeepers of (normative) legitimacy, but also and legitimacy for a specific kind of public au- exposed to social judgements, often based on in- thority – financial supervisors. consistent expectations. The hypothesis that the study explores is that Methodology strong positive reputation and legitimacy bring valuable benefits to supervisors, widen the room In the paper a descriptive, qualitative, phenome- for manoeuvre, and ultimately, lead to the reduc- nological research approach is applied, following tion of implementation costs of interventions. a ‘general-to-specific’ perspective. The targeted, systematised literature review covers relevant Literature review theories, stylised facts, and empirical results. Given the elevated importance of the relation- Results and conclusions ships between the organisation and its stake- holders, extensive research on the fields of or- Organised around the research question, the ganisational studies and communications aims analysis proves that – such as common under-to capture the essence and key processes of rep- standing in the corporate world – legitimacy and utation and legitimacy. reputation are sophisticated resources attribut- ing important benefits to public agencies. The targeted review of the relevant literature – among which Bitektine (2011), Deephouse and It is shown that the opportunity provided by le- Suchman (2008), King and Whetten (2008), gitimacy and reputation through a higher level and Tyler (2006) shall be highlighted – enabled of credibility, recognition, and trust translates the identification of key attributes of these con- into enhanced, voluntary deference and higher cepts. Hence, reputation expresses ‘uniqueness’, acceptance of the authority’s decisions. This be- refers to an ‘ideal standard’, and can be viewed as haviour leads to the widening of the room for an ‘intangible asset’. As a complex, multidimen- manoeuvre and higher efficiency by reducing sional phenomena, it is strongly related to cred- implementation costs of corrective measures and 4 ABSTRACTS 93 that of new policies, providing prospect to pur- ities and citizens may result in more tailored sue long-term objectives, and by creating protec- solutions provided by the state, moving towards tive buffer in turbulent times. Furthermore, both a more effective, cooperative model. Despite the strong legitimacy and reputation contributes to evidence that behaviour is the key influencer of safeguard political independence. reputation and legitimacy, it is evident that PR has a pivotal role in the management of the in- It also revealed, however, that reputation and teraction with stakeholders and in the enhance-legitimacy remain underused resources for fin- ment of visibility and prominence. As concluded ancial supervisors. The main constraints can be by the study, procedural and cost efficiency of linked to the difficulties in determining and ex- agencies – apart from the better achievement of pressing ‘uniqueness’, in gaining socio-political their goals determined in terms of the public in-legitimacy amid low prominence, and to over- terest – contributes to the reduction of operat- come measurement limitations caused by the ing costs and that of interventions. Although the lack of quantifiable policy variable. While the paper focuses on financial supervisors, its con- effective management of reputation and legit- clusions are adaptable to other kinds of public imacy would require overarching management agencies. and communications strategy, capacity con- straints and the ‘lagging behind’ nature of the Keywords: reputation; legitimacy; financial regula- public sector pose further challenges. tors; public sector Limitations and suggestions for further re- References search Bitektine, A. (2011). Toward a theory of social Since the study focuses solely on demonstrating judgements of organizations: The case of le- the importance of reputation and legitimacy to gitimacy, reputation and status. Academy of financial supervisors, research on the use of ide- Management Review, 36(1), 151-179. al institutional communicational tools and op- Deephouse, D. L., & Suchman, M. (2008). Le- timal strategies would be a straightforward ex- gitimacy in organizational institutionalism. tension of the paper. Considering the substantial In C. O. Greenwood, & R. Suddaby, The Sage differences in the institutional setup into which Handbook of Organisational Institutionalism agencies are embedded, the area also represents (pp. 47-99). Los Angeles: Sage. fertile ground for comparative analyses and case studies. Furthermore, the interplay of legitimacy King, B. G., & Whetten, D. A. (2008). Rethink- and reputation with related fields – such as the ing the relationship between reputation and specificities of the relationship with the media, legitimacy: A social actor conceptualization. the role of financial supervisors in agenda-set- Corporate Reputation Review, 11(3), 192- ting, or specific areas of reputation, such as so- 207. cial responsibility – also offers promising oppor- Tyler, T. R. (2006). Psychological perspectives tunities for future investigations. on legitimacy and legitimation. Annual Review of Psychology, 57, 375–400. Practical and social implications The mission of public entities is directly linked to social good and the benefits of adequate func- tioning are widespread among the members of the society. Proper interaction between author- 4 ABSTRACTS 94 Role of Art in Facilitating Communication between Companies and Society: A Case Study of Benesse Art Site Naoshima Makiko Kawakita Nanzan University (Japan) Yasushi Sonobe Toyo University (Japan) Introduction and purpose of the study in the context of fundraising by art organiza- tions. Such scholarship points out that partner- Benesse is a company specializing in distance ship with art organizations provide long-term learning for children with an annual revenue of competitive advantages for companies, encour- 439.4 billion yen. Benesse has spent 30 years aging them to build long-term relationships with building art facilities on Naoshima Island, Ja-stakeholders. Can these examples be considered pan and creating site-specific art museums and in the context of public relations (PR)? There- works of contemporary art. In 2010, the first fore, this paper applies the stakeholder theory Setouchi Triennale was held on Naoshima and central to PR to examine the role of support for neighboring islands in the Seto Inland Sea area. art plays in the communication between compa- In 2011, Naoshima was selected as one of the nies and stakeholders. “Seven Wonders” by Conde Nast Traveler. Fur- thermore, in 2019, Setouchi topped the Na- Methodology tional Geographic Traveler’s “cool list.” These days, people from all over the world are visiting This is a case study of Benesse Art Site Naoshi- Naoshima. ma that relies on in-depth interviews with stake- holders to examine the role of art support on However, why is a private company supporting the island. Interviews were conducted with the the arts? Examining the case of Benesse and their founder of the art site, Fukutake Foundation support for the arts on Naoshima, this research manager, president of a facility management seeks to clarify the role of corporate support for company, a person working for the Naoshima art in building relationships between companies Tourism Association, a PR representative for a and stakeholders such as art organizations and support company, and a local resident. employees. Results and conclusions Literature review Our results demonstrate two significant roles of Art support has received scholarly attention art support; one role is to communicate a mes-in multiple disciplines. In the advertising field, sage that can permeate the corporate philosophy. research on art sponsorship sees it as a form The art site was created owing to Benesse’s hon-of promotion. In the field of art management, orary advisor Soichiro Fukutake’s passion. His sponsorship and partnerships have been studied motivation was to resist the negative aspects of 4 ABSTRACTS 95 hyper-modernization and urbanization. Naoshi- Practical and social implications ma became bald due to sulfur dioxide exposure at a smelting plant. Mr. Fukutake used the pow- Benesse’s support for the arts provides diverse er of art to ask the question, “Is this really just values to many stakeholders. For example, em- society?” ployees have been impressed by its corporate philosophy, thereby increasing their commit- The word Benesse means “to live well”; thus, ment to the company. Moreover, recognition Naoshima is a place to think about what it from global media outlets has had a secondary means to live well. Benesse utilizes this art ven-effect; such recognition acknowledges not only ue in Naoshima to advocate a message to the the contributions of the key players, such as society regarding what it means to live well. As global investors and business partners, but also Picasso created Guernica, Mr. Fukutake interro- aids the understanding of the corporate philos- gates the social crisis through art projects. Ad- ophy. Having people visit from across the globe ditionally, the art site functions as a PR tool for brings pride to the islanders. the company to build good relationships with its stakeholders. This is not a one-way commu- Therefore, companies should not just fund the nication, but rather a two-way multi-directional arts. It is crucial that they promote their own communication. message and values through art support and that their quality and direction are consistent. For The second role is to politely raise issues with example, in media relations, PR representatives the public by sending targeted messages through should not receive media exposure that does the medium of art. By utilizing high-quality art not match the quality or direction. Artists must as a medium to raise awareness about certain engage in dialogue with companies concerning important issues in modern society, it is possi-advocacy messages while maintaining their cre- ble to avoid appearing dictatorial, and instead ative spirit. Local governments should also val-provoke the public to come together in thinking ue corporate philosophies and facilitate dialogue about the challenges we face. Indeed, contem- with the community, rather than simply inviting plating art provides a space for various stake- companies to sponsor art facilities. holders to think together. In particular, contem- Reference porar art tends to present new values, so it is an effective communication tool. Comunian, R. 2009 “Toward a New Conceptu- al Framework for Business Investments in the Arts: Some Examples from Italy”, Business In- vestments in the Arts, 39( 3), pp.200-220 Keywords: art support, advocacy message, corporate philosophy, stakeholders, place to think together 4 ABSTRACTS 96 Exploring Corporate Commitment to Organizational Purpose and its Outcomes Arunima Krishna Boston University (USA) Donald K. Wright Boston University (USA) Raymond L. Kotcher Boston University (USA) Introduction and purpose of the study (Ellsworth, 2002). Recent moves from busi- ness leaders, however, have sought to position Organizational purpose is a term that has been a company’s purpose not only for shareholders in the academic lexicon for decades (e.g., War- and customers, but for all stakeholders including riner, 1965) but has recently been a centerpiece the “communities in which we work” (“State- of several conversations in the world of pub- ment on the Purpose of a Corporation,” 2019, lic relations and corporate leadership. As Larry para 7), putting stakeholder communication at Fink, CEO and chairman of Blackrock stated, the forefront. However, what constitutes a com- “Purpose is not a mere tagline or marketing pany’s commitment to purpose, as perceived by campaign; it is a company’s fundamental reason their employees who are the forefront of com- for being – what it does every day to create val- municating this purpose remains a key question. ue for its stakeholders.” However, few recent ac- In this study, we draw upon management and ademic efforts have sought to understand what public relations literatures to propose and test purpose means for organizations in general and a 6-point scale of commitment to organization- for public relations specifically. The goal of this al purpose. We posit corporate commitment to study therefore is to present a scale to measure organizational purpose to consist of a clearly a company’s commitment to organizational pur- articulated and understood purpose, importance pose, as well as its impact on internal corporate given to purpose, and purpose being tied to outcomes for public relations professionals, i.e., communication strategy, marketing strategy, and PR being valued in their organizations, and a market capitalization. We also test its relation-corporate culture that is agile to the changing ship with two internal corporate outcomes. environment. Methodology Literature review The data for this study come from a broader Corporate purpose, defined as “a company’s collaboration between [university] and [indus- expressed overriding reason for existing” (Ells- try partner] (blinded for peer review). Surveys worth, 2002, p. ix), has been discussed exten- were conducted among the members of [indus- sively in management scholarship. Traditional try partner] as well as three other trade orga-outlooks of management consider corporate nizations to understand public relations and purpose in two broad ways: as maximizing share-communication professionals’ perceptions about holder wealth, or as optimizing customer value their employers’ commitment to purpose in their 4 ABSTRACTS 97 own organizations, and the relationship between providing scholars with a valid and reliable in- those perceptions and the extent to which their strument to measure this multi-dimensional corporate cultures are agile and public relations construct, but also provided two key insights. is valued. Data were collected between April We found that organizations whose PR pro-and June of 2019. Exploratory and confirma- fessionals perceived a strong focus on organi- tory factor analysis (EFA and CFA respectively) zational purpose also reported public relations were conducted to develop a 6-point scale to being valued in the organization, and a corpo-measure commitment to organizational purpose, rate culture that is agile to the demands of a followed by structural equation modeling to test dynamic environment. These results point to the the hypotheses. important role played by a concerted corporate focus on purpose. Organizations that exert effort Results and conclusions into ensuring that purpose is clearly articulated, Exploratory and confirmatory factor analyses understood, and incorporated across strategic were found to support the 6-point scale to mea-decision-making may reap the benefits not only sure perceived commitment to organizational by their employees feeling more valued but also purpose within the organization (see Figure 1 by encouraging a more agile corporate culture. for details of EFA and CFA). Such commitment Keywords: agility, confirmatory factor analysis, was found to be positively associated with the purpose, structural equation modeling extent to which respondents reported public re- lations being valued in the organization. Further- References more, perceived commitment to organizational purpose was also positively associated with an “Statement on the Purpose of a Corporation” agile and adaptable corporate culture. (2019, August 2019). Business Roundtable. Retrieved from https://opportunity.business- Practical and social implications roundtable.org/wp-content/uploads/2019/08/ BRT-Statement-on-the-Purpose-of-a-Corpo- The purpose of this study was twofold: first we ration-with-Signatures.pdf sought to propose and test a scale to measure companies’ commitment to organizational pur- Ellsworth, R. R. (2002). Leading with purpose: pose perceived by their PR professionals, and The new corporate realities. Stanford University second, we posited two outcomes of such cor- Press. porate commitment to organizational culture as Warriner, C. K. (1965). The problem of orga- reported by public relations professionals. Our nizational purpose. The Sociological Quarter- results not only validated the 6-point scale, thus ly, 6(2), 139-146. 4 ABSTRACTS 98 Figure 1. Results of exploratory and confirmatory factor analyses. Figure 2. Results of structural equation modeling. 4 ABSTRACTS 99 The role of public relations models in universities communication. Case study of University North Petra Kuhar University North (Croatia) Introduction and purpose of the study Literature review Due to the importance of education in society The theoretical framework of this paper is based today, public relations are extremely important on Grunig and Hunt’s work Managing Public for the successful functioning of each education- Relations (1984), which describes four public al institution. Almost all universities are faced relations models: the model of a print agent, with a number of problems, such as inadequate a model of public information, a two-way and uncertain financial support, student com- asymmetric model and a two-way symmetric petition is fierce and expensive, state restric- model. Models explain the role of public rela- tions and regulations make it harder and more tions in organizations and are described with the difficult to lead the university, academic freedom help of two concepts: the nature of communi- and the issue of persistent vocational qualifica- cation (one-way vs. two-way) and the purpose tions affecting external stakeholders (Broom, of communication (persuasion vs. mutual un- 2010: 455). In addition to that, universities are derstanding). While the media agent model is also faced with public relations problems other moderate to the creation of publicity, or to caus- than anything in the past. It takes a lot of time to ing media attention (Wilcox et al., 2001: 43), a manage reputation and strengthen the image of model of public information is used by “home the university, which involves building trust with journalists” to disseminate objective information key audiences. The progress of communication through mass media and controlled media. Both technology requires universities to respond fast- models are one-way and their communication er than ever before. In order to achieve the goals, programs are not based on research and strategic public relations programs at universities gener- planning. The two-way symmetric model uses ally focus on the following key public: students, two-way communication, but the flow of infor- teaching staff, rectors, faculty deans, administra- mation between organizations and the public is tive and expert councils, administrative staff and still unbalanced (for the benefit of the organiza- expert services, alumni, student families, student tion). Feedback is used solely for manipulative associations, cities and local self-government, purposes (Newsom et al., 2000: 18). Accord-media, other universities, government, commu- ing to Grunig and Hunt (1994: 8), the two- nity. In this regard, the purpose of the paper is to way symmetric model implies a mutually bal- identify and describe the public relations mod- anced communication aimed at understanding els in promoting and strengthening the visibility and using dialogue and negotiation between the and reputation of universities with an emphasis organization and the public. Although, Grunig on public dialogue. advocated the symmetric model as the only ideal 4 ABSTRACTS 100 form of public relations, driven by criticism, he evident that public relations are of the utmost developed a new, general situational model of importance in accomplishing objectives that excellence in public relations. This model is a universities set: develop two-way communica-mix of asymmetry and symmetry that is used tion between universities and key publics, raise to make organizations and the public a win-win awareness of educational issues, strengthen and zone, an area where both sides are victorious. maintain the image and reputation of universi- Methodology ties among the most targeted public. Also, the analysis of public relations modeling in the work The case study method was applied in the re- process and the performance of public relations search. The University North case study aims services at the University North showed that al-to identify and describe which existing offline though the public relations model is applied in public relations models are used in university the communication environment, the public incommunication and to explore and analyze the formation model for one-way dissemination of application of operational-technical and mana- information is still the most widely used. gerial-strategic roles of public relations (Broom & Dozier, 1984, Van Ruller & Vercic, 2002; Practical and social implication Steyn & Bütschi, 2003). The main question of this research is: is there a significant difference The results serve as an indicator that universi- in the use of an offline model of public relations ties, whether private or public, need to devote between operational-technical and managerial more attention to the role and importance of and / or strategically oriented public relations public relations model in the higher education services at the University North. system. In addition to that, the results serve as an indicator that public relations can contribute Results and conclusion to maintaining two-way and transparent com- munication between universities and the public, The results of the conducted research have and helping them achieve their goals. confirmed that public relations play a vital role and contribute to enhancing the visibility and Keywords: public relations models, universities, vis-reputation of the university. Moreover, it is ibility, case study. 4 ABSTRACTS 101 Reputation Management: Personal Reputations Versus Corporate Reputations Farah Latif George Mason University (USA) Introduction and purpose of the study theorized that reputations are culturally and so- cially constructed, established over time, and are There is no paucity of literature in reputation advantageous to the entity. However, empirical management when it comes to corporate and or- evidence shows that individual reputations are ganizational reputation; however, limited atten- not uniform; individuals may have good repu- tion has been given to reputation management tations in some communities, while simultane- strategies of individuals. In socially networked ously have negative reputations in others. Fur-societies, private individuals, just as celebrities, ther, reputations are non-static and can intensify experience unrestricted exposure to niche net- and deteriorate over time (Coombs & Holladay, works and public scrutiny, thus, there is a more 2006). significant potential for reputation damage than experienced in the past. Also, the widespread use Reputations are known as intangible assets of an of social media has made individuals’ reputations entity such as credibility, competitive advantage, particularly vulnerable. fame, and esteem (Veh, Gobel, & Vogel, 2018). Because different stakeholders are concerned The purpose of the study is to draw attention to with different aspects of a corporation’s reputa- the study of personal reputations as a separate tion, their views on what reputation means can and distinct field of study from corporate rep- vary based on the primary stakeholder’s main utations. concern. For example, when communicating with stockholders, financial stability acts as a Literature review reputation while addressing critics, corporations The literature on corporate reputation man- often gauge reputation as corporate social re- agement comes from various disciplines such sponsibility (CSR) initiatives (Ertug, Yogev, Lee, as marketing, business, economics, and others, & Hedstrom, 2016). which inevitably allows multiple ways of theo- On the other hand, personal reputations are rizing and conceptualizing reputations (Lange et different in that these constitute individual iden- al. 2011). There is considerable corporate rep- tities and are primarily conceived by others, the utation literature that is pertinent to personal public, based on their perceptions. reputations. For example, Lange et al. (2011) operationalized reputation as familiarity (being The study further elaborates on these differences known), future expectations, and perception and their significance with four premises; one, of how others view an entity. Bromley (1993) personal reputations are co-created with the 4 ABSTRACTS 102 public; two, reputations are permanent; finally, Further, public relations practitioners will find reputations are made by comparison to a protag- this research helpful in dealing with personal onist or an antagonist (Latif, 2020). reputations crises as there are different social and psychological implications attached to per- Methodology sonal reputation crises. For example, the social structures that are disrupted when the reputa- This research comprises literature review and tions of respected individuals are maligned. empirical evidence to support the hypothesis that reputations of individuals and corporations Keywords: Public relations, corporate reputation are similar but different on many social and so- management, personal reputation management, so- ciological basis. cial identity, facework Results and conclusions References Paper provides recognition of the differences Bromley, D. (1993). Reputation, image and im- that lie in reputations of individuals and corpo- pression management. London: John Wiley & rations. For example, the threats that personal Sons. reputations experience are often different from Coombs, W. T., & Holladay, S. J. (2006). Halo corporate reputations, such as character assas- or reputational capital: Reputation and crisis sination attacks and gossip. Similarly, the moti- management. Journal of Communication Man- vations for reputation management in individu- agement 10(2), 123-137. als and corporations are different, for example, Ertug, G., Yogev, T., Lee, Y. G., & Hedstrom, P. profits and brand recognition may motivate (2016). The art of representation: How audi- corporations; whereas, individuals may be mo- ence specific reputations affect success in the tivated by self-identity and saving face during contemporary art field. Academy of Manage- reputation threats. The primary limitation of the ment Journal, 59(1), 113-134. research is that this is a theoretical paper, so the Latif, F. (2020). Gaslighting and the climate inferences drawn from empirical observations change discourse in the 2016 congressional will require further quantitative and qualitative election. Robert X. Browning [Ed] The Year in research. C-SPAN Archives Research, 5, 39-66. Purdue, Indiana. Practical and social implications Lange, D., Lee, P.M., & Dai, Y. 2011. Organiza- The analysis draws attention to the growing need tion reputation: A review. Journal of Manage- for more research in personal reputation and a ment, 37, 153-184. better understanding of the motivations that are Veh, A., Gobell. M., & Vogel, R. (2018). Cor- putting personal reputations at increased vulner- porate reputation in management research: A ability. The social implications of these motiva- review of the literature and assessment of the tions may call for improved social media practic- concept. Business Research, 1-39. https://doi. es and policy regulations. org/10.1007/s40685-018-0080-4 4 ABSTRACTS 103 Conspiratorial Publics in Digital Peril: Consumer Skepticism on Corporate Issues and Media Effects Hyelim Lee Seoul National University (South Korea) Kim Jeong-Nam University of Oklahoma (USA) Introduction versified and hyperpartisan media choices are alleged to be one of the substantial factors of Conspiracy theories permeate society. They play producing collectives who have low confidence a two-sided role, encouraging rational skepti- in official facts. Misinformation and fake news cism but also undermining social trust. This new are widespread and rarely scrutinized on online age of digital networking has seen a notable rise media platforms. Thus, media use has consid- in conspiratorial thinking’s detrimental effects. erable impacts on the public’s engagement with Citizens and publics throw skeptical eyes toward conspiratorial beliefs. the issues affecting their interests, developing negative attitude toward all parties involved, as Despite this, few studies have investigated the well as toward politicians and other government association between media use behavior and policy makers. Consumers and customers treat conspiratorial view. Radu and Schultz (2017) corporations with suspicion and are quick to at- pointed out that conspiracy theories have not tribute any problem to a larger conspiracy. The been a central topic of communication and media situation only worsens as citizens and publics studies. Only a few have discussed the relation-gain access to more information, which most ship between media effects and conspiracism; use to reinforce their distrust. In most cases, this however they have found such a relationship conspiratorial thinking weakens necessary social notable. For example, news media literacy was ties and processes that allow social institutions reported as a crucial variable for the endorse- to optimally function. ment of conspiratorial thinking (Craft, Ashley & Maksl, 2017). Literature Review Research Questions and Methodology Scholars have paid heed to the thriving mis- information that spreads though social media We applied a new procedure for the identifica- during the election campaign periods (e.g., 2016 tion of “conspiratorial publics” (Kim & Grunig, US presidential election campaign) and warned in press) and studied a conspiratorial public’s of increasingly polarized publics (e.g., Sun- media use patterns and relationships with the stein, 2017). Changing communication settings rise/fall of conspiratorial thinking on corporate and ICTs available to citizens and publics often issues. We examined three research questions: 1) deepen the personal and group entrapment into What types of media do conspiratorial publics various conspiratorial beliefs. In fact, today’s di- use frequently for corporate issues? 2) Do con- 4 ABSTRACTS 104 spiratorial publics show hostile media perception dents (0.188, 0.610, p<.01). In the close-mind- or projection bias (Gunther et al., 2001) toward edness test, we ran MANOVA on the Internet corporate issues? 3) Does media use affect con- and mass media user groups. Among the con- spiratorial publics’ close-mindedness on corpo- spiratorial thinkers who are active toward the rate issues? We used survey data from customers 2G issue, the heavy Internet user group showed of SK Telecom, the largest Korean wireless tele- more close-mindedness regarding informa- communications operator (N=700), and exam- tion and solution searching than did the light ined the patterns of correlations and MANOVA users. Mass media use did not influence their analysis. close-mindedness. Results Conclusion The results indicate that those with higher con- These results suggest that methods of media use spiracy orientation (N=324) prefer Internet have a close relationship with lay publics’ con- (Pearson-r coefficient: 0.251, p<.01) than mass spiratorial thinking. Conspiratorial publics who media (0.101, p<.01) for their information consume media contents heavily and investigate seeking. That is, heavy users of news informa-issues with high interest also slow their search- tion tend to have greater conspiracism regard- es for alternative explanations or opinions. They less of what type of media they use. Also, the even perceive that the social climate is on their conspiratorial publics with high conspiracy ori- side, discouraging self-exposure to further in- entation who showed interest in the 2G service formation. Our study on conspiratorial publics, their media use, and subsequent perceptual bi- termination issue of SK Telecom (N=159) did ases identifies new research problems in public not have hostile media perception but did have relations and need for managerial strategy for projection bias toward the issue. They perceived conspiratorial thinking among lay publics. media and social opinions as similar to their own views about the issue (0.530, 0.699, p<.01) Keywords: Conspiracy theories, Conspiratorial more prominently than the rest of the respon- Public, Consumer Skepticism, Media Effects 4 ABSTRACTS 105 Belt and Road Sentiment Index Liane W.Y. Lee Technological and Higher Education Institute of Hong Kong (Hong Kong, SAR China) Kara Chan Hong Kong Baptist University (Hong Kong, SAR China) Tak-yan Leung Open University of Hong Kong (Hong Kong, SAR China) Piyush Sharma Curtin University (Hong Kong, SAR China) Introduction and purpose of the study about B&RI. With enhanced public awareness, it allows the fourth estate to access information The Chinese government has launched the Belt and improves the public knowledge of the myths and Road Initiative (B&RI), targeting to estab- of B&RI. lish a foreign policy scheme that facilitates in- frastructure and economic development through Literature Review cooperation and risk avoidance. To date, 123 countries have participated in the B&R Initiative 2.1 International News Flow Theory (Zhu, 2019). These countries, together, con- stitute two-third of world population and one- International News Flow Theory (INFT) (Gal- third of global GDP. tung and Ruge, 1965; Ostgaard, 1965) men- tioned the 12 laws governing the structure of Since the implementation of B&RI, the public’s foreign news (Table 1). From a country-orient- sentiment is mixed due to participating coun- ed perspective, INFT comprised of factors such tries’ stakeholders are uncertain if unsure B&RI country size, perceived “elite-ness” of a country, would benefit or disadvantage their own / coun- and other factors including historical, geograph- tries’ interests. B&R partner countries and com- ical, economic size and cultural distances. Infor- panies when faced with information uncertain- mation flows include factors such as cultural ex- ties can retort to the use of a proposed Belt and changes, trade, migration and tourism between Road Sentiment Index to achieve information countries (Kim and Barnett, 1996; Segev, 2010, symmetry. 2014, 2017; Shoemaker, 2006; Wu, 1998, 2000, 2003, 2007). This study aims at conceptualizing the B&R sen- timent construct as well as a B&R Sentiment Galtung and Ruge advocate the additivity hy- Index to improve the information symmetry pothesis (1965), whereby these 12 laws are about B&R initiative among the partner coun-required to act in tandem need to rather than tries. With enhanced information symmetry, independently to generate news worthiness. with trustworthy information among the stake- The additivity model is used to test the model holders, the sentiment index could be used as a of country salience by Grasland (2019), Segev tool for B&R partner countries to be prepared (2010; 2014) and Wu (1998, 2000). Waller- to enter into long-term trade relationships with stein’s (1974) further developed it into a World China. This project can also assist the public and System Theory (WST), whereby news interac- the media to report and disseminate information tions between countries are categorized in three 4 ABSTRACTS 106 spheres; core, semi periphery, and periphery. mation using computer-assisted analysis (Guo In WST theory, core countries such as United and Vargo, 2017) by combing an open source States are the key players who will dictate the database, Global Data on Events, Location and direction flow of information (Segev, 2016). Tone - GDELT Translingual (GDELT, 2019). Research supports news flow from the affluent GDELT provides real-time news monitoring in and strong political power countries to the rest 65 languages with 98.4% of the daily non-En- of the world (Guo and Vargo, 2017). Views are glish news translated into English (GDELT, formulated from information reported in core 2019). To measure Galtung and Ruge (1965) countries’ news media and social media plat-twelve laws, a total score using multiple regres- forms (Wanta, Golan and Lee, 2004). sion model (Grasland, 2019) will be used based on Peterson’s (1981) approach. 2.2 Intermedia Agenda-setting Theory To determine whether news source are from core, In addition to INFT, McCombs and Shaw’s semi-peripheral, and peripheral countries, stud-agenda-setting theory (1972) suggests that the news reported by the media will “transfer” to ies by Babones (2005), Chase-Dunn, Kawana, the public and hereby influence the formation of and Brewer (2000), and Guo and Vargo (2017) public opinion. Agenda-setting theory is further list is adopted. The list would be updated by add- expanded in an intermedia agenda-setting set- ing the B&R countries to form a comprehensive ting, whereby “elite” or “credible” media agen- view of the definition of countries mentioned in cies such as Associated Press will set the agenda international news flow literature. As we predict for less elite media outlets and extend to other core countries set the agenda to semi-periphery media outlets such as television and radio (Reese and periphery countries, we use the Guo and and Danielian, 1989; McCombs, 2014; Protess Vargo’s (2017) media agenda-setting operation- and McCombs, 1991). Recent students extend- alization method by using the Granger causality ed the model to examine cross-national interme- test. The amount of issues a country caused an- dia agenda-setting on how the news agenda of other countries’ media agendas would be used one country transfers to another Guo and Vargo to examine the country’s agenda-setting power. (2017). Finally, to include emerging online news agen- Non-traditional media follow a non-egalitarian da-setting power in the BRI sentiment index information flow structure (Golan and Himel- (Meraz, 2011; Vargo and Guo, 2016), Vargo boim, 2015). Spokespersons such as political or and Guo’s (2016) Granger causality test where partisan online news sites are now considered to ordinary least squares regression (OLS) model have a stronger influence over traditional media is used to regress between emerging online me- on agenda-setting influence (Meraz, 2011; Var- dia and traditional media to determine the cau- go & Guo 2016). sality in intermedia agenda-setting relationships at different time-lags. This paper aimed at outlining the theories in de- velopment of the B&R sentiment index (BSRI), Results, conclusions, practical and social im- a multivariate construct. plications Methodology The findings from this study aims at develop- ing and operatizing the B&RI sentiment index This project proposes to use computer-assisted aims at developing a multidimensional multilev- big data gathering techniques to crawl the infor- el construct to determine the sentiment level of 4 ABSTRACTS 107 different types of stakeholders in B&R countries Golan, G. J., & Himelboim, I. (2015). Can World to improve information symmetry and increase System Theory predict news flow on Twitter? cross-border cultural, trade, tourism flows be- The case of government-sponsored broadcast- tween B&R participating countries. ing. Information, Communication & Society, 19(8), 1–21. Keywords: Belt & Road Sentiment Index, Interna-Grasland, C. (2019). International news flow tional News Flow Theory, Intermedia Agenda-setting theory revisited through a space–time in- Theory, Two-way symmetrical Model, GDELT teraction model: Application to a sample of 320,000 international news stories published References through RSS flows by 31 daily newspapers Galtung J and Ruge MH (1965). The structure in 2015. International Communication Gazette, 1748048518825091. of foreign news the presentation of the Con- go, Cuba and Cyprus Crises in four Norwegian Vargo, C. J., & Guo, L. (2016). Networks, big newspapers. Journal of Peace Research 2(1): data, and intermedia agenda setting: An anal-64–90. ysis of traditional, partisan, and emerging on- line US news. Journalism & Mass Communica- Golan, G. (2006). Inter-media agenda setting tion Quarterly, 94(4), 1031-1055. and global news coverage: Assessing the influ- ence of the New York Times on three network television evening news programs. Journalism studies, 7(2), 323-333. 4 ABSTRACTS 108 The effect of geniuineness on public engagement - An exploratory study in the communication of Chinese social media influencers in Pediatrics Wenze (Chris) Lu The Hong Kong Polytechnic University (Hong Kong, SAR China) Cindy S.B. Ngai Hong Kong Polytechnic University (Hong Kong, China) Introduction and purpose of the study paper explored the effect of genuineness on pub- lic engagement in the communication of Chinese Chinese president Xi has put health at the center social media influencers in Pediatrics (SMIP) to of the country’s policy-making agenda, follow- provide insights to pediatricians to engage the ing “the Healthy China 2030 Planning Outline”. public online and contribute to the formation of This document is the first long-term strategic high-quality health information. plan of health developed at the national level. One of the aims is to enhance children’s health Theoretical approach by the construction of Pediatrics. Concerning this great emphasis, sustainable efforts have The common definition of genuineness refers to been put into relevant fields especially in online honesty, transparency and authenticity of one’s area. A growing need for public to acquire child mind and behavior, and concerns, understand- health information with pediatricians through ing and support for other people. Owing to the social media is witnessed in China. The effective absence of concrete operational dimension in communication between pediatricians and the studying genuineness, we developed a four-di-public is essential given the influential role of mension framework for measuring genuineness pediatricians in facilitating children’s health. In in online discourse. The first two dimensions the health-care field, genuineness was viewed as viz. self-disclosure and genuine response are a contributing factor in effective medical com- built on prior researches in doctor-patient com- munication and fundamental in the formation munication while the functional interactivity is of a working alliance (Knight, 2009). However, developed from dialogic communication in pub- scant study examined the relationship between lic relations. Building on intercultural theory, genuineness and its effect on public engagement the last dimension emphasizes the expression of in Chinese social media discourse, especially in genuineness in Chinese culture. online pediatricians communication. Public en- gagement is important because it reflects the public’s attitude and further affects their trust and relationship with involved members. This 4 ABSTRACTS 109 Methodology 2019) to ensure they were active communicators online. To harvest a sample size representing the Sample selection target population, we employed the sample size We used the keywords of “Pediatrician” with the calculator developed by the Australian Statistics label of “V-users” to identify the verified doctors Bureau to estimate a sample size of 300 with a in Weibo. Weibo has been considered as one of confidence level of 95%, a confident interval of the most influential platforms to spread health 0.056 and standard error of 0.029. We random- information with 462 million active online users ly sampled 30 posts from each SMIP’s account in China. Then we employed a self-developed for content analysis. python program to identify the top 10 pedia- tricians based on their number of followers on Coding scheme and procedure March 1st, 2019. These online pediatricians were coined as “social media influencers in Pe- Content analysis is employed to examine the diatrics (SMIP)” in our study as they played an four dimensions of genuineness adopted in the important role in informing public opinion and 300 posts of 10 SMIP. Coding schemes were impacting the spread of information. developed based on the previous studies. For the Data collection evaluation of public engagement, the number of shares, likes, comments, and positive comments We further scrutinized the number of posts were identified as they were the most common published by these top 10 SMIP for six months and basic form of engagement indexes in social (from Mar 1 to Aug 31, media (Men et al., 2018). 4 ABSTRACTS 110 Results and conclusions Implication The findings indicated genuine responses was This study is the first that contributes to the positively associated with comments and posi-understanding of effect of genuineness on Chi- tive comments while negatively related to shares. nese public engagement in the online commu- Likewise, functional interactivity was found in nication of SMIP where insights from different positive association with shares, whereas neg- disciplines are drawn in developing an integrat- ative correlation with comments and positive ed framework to measure genuineness in online comments. Besides, expression of genuineness health communication. Also, this study provides in Chinese culture was positively related to the insights to pediatricians and other physicians on shares. Though significant differences in four di- the dimension of genuineness to be employed mensions of genuineness were witnessed, it was when they attempt to engage the public in health important to examine further the associations conversations online. Moreover, Chinese gov-between the sub-categories resources of each di- ernment aims to improve the better-living so- mension and public engagement indicators. By ciety by spreading high-quality online health in- analyzing the sub-categories separately, the find- formation. Therefore, this research will provide ings were as follows in Table 5. insights into the formation of such information and communication strategies that have positive Limitations impacts on the public’s health awareness and be- tter living society. The genuineness dimensions studied in this work were limited to the description and inter- Keywords: Pediatrics, Online Communication, pretation of posts by ten SMIP from March 1st Genuineness, Public Engagement to August 31st on Weibo. Future studies could collect more extensive samples of data. More- over, the other driving factors should also be considered to investigate what kinds of elements enhance public engagement. 4 ABSTRACTS 111 4 ABSTRACTS 112 4 ABSTRACTS 113 A Holistic Model of Institutional Public Diplomacy and Foreign Correspondents: Israel as a Case Study Clila Magen Bar-Ilan University (Israel) Amira Bejerano Bar-Ilan University (Israel) Introduction and purpose of the study gest a holistic empirical analysis of the relation- ship between the parties; b) to introduce “The Since its inception, the State of Israel has been Feedback model” for PD analysis, which takes struggling to advocate its complex and contro- both sides to consider in research. versial foreign policy to the international com- munity. For many years it has been considered Methodology common wisdom among Israeli governments that the most effective way to achieve support This study compares and contrasts the percep- among foreign audiences is to develop an effec- tions of foreign correspondents in Israel and tive public diplomacy (PD) mechanism (Cowan officials from three Israeli PD institutions. Ap- & Arsenault , 2008; Gilboa, 2006; Margolick, plying comparative analysis allows us to trace 2012). This is reflected in the academic litera- similarities and gaps in the ways the two sides ture as well. Israel’s PD is mostly studied from perceive the Israeli advocacy mechanism. 30 the official institutions’ perspectives, analyzing semi-structured in-depth interviews were con- their public affairs, their strategic communica- ducted with both correspondents, and PD senior tion, methods and efforts, strategies and tactics. and minor personnel. The questions covered tactical and strategic aspects, as well as general Literature review perceptions of the roles that these institutions fulfill. The literature survey reveals that a key compo- nent to better understanding Israel’s public di- Results and conclusions plomacy is lacking: How are these PD efforts re- ceived and perceived by the media? Surprisingly, The findings indicate that on the tactical level, this absence in research is the case in other geo- both similarities and gaps existed in the ways graphical areas as well (Cohen, 2009; Bourdon, that the parties perceived the Israeli PD institu- 2015 ). Numerous studies focus on how states tions. All officers were found prompting quick conduct their PD, while very limited research response, up-to-date information in different exists on how these efforts are been perceived by languages and using a broad range of technologi- the media (Bruggemann, et. al., 2016; Dell’orto, cal tools. As for face-to-face meetings, significant 2013; Hachten & Scotton, 2015; McLaughlin, gaps were found between the correspondents 2002,2016; Tumber & Webster, 2006. ). The and the officials’ perceptions. While the officials objectives of this research are twofold: a) to sug- noted that they dedicated many resources to 4 ABSTRACTS 114 face-to-face interactions, correspondents depict- between the parties. ed several tactical weaknesses that exist in all three PD institutions: a lack of relevant forums Practical and social implications for exchanging valuable information; absence of briefings with the Chief Commander of the IDF This research suggests for the first time a holis- or other seniors and organizing tours that can tic analysis of Israel’s public diplomacy, demon- be more relevant and efficient to their work. On strating the importance of analyzing public di- the strategic level, there was a significant gap plomacy activities and the way they are received between the perceptions of the parties. by the media. By applying a grounded theory approach, the study suggests a theoretical con- While many of the correspondents expressed tribution and introduces “The Feedback Model”. their general appreciation of the public diploma- The model was derived from a specific case and cy personnel which frequently has to juggle in a the findings are limited to Israel. Moreover, the very intense environment, wide gaps were de- role of foreign correspondents is shifting dra- tected in the ways the governmental entities’ and matically due to advanced technology and is not the foreign correspondents perceived the moti- the same everywhere. To validate the model, fu- vations of these institutions. Officials claimed ture research needs to expand the scope of cases that despite complicated limitations they feel analyzed, exploring diverse geopolitical arenas. they manage to apply a two-way communication with the foreign correspondents. However, many Keywords: public diplomacy; foreign correspon- of the foreign correspondent’s interviewees per- dents; Ministry of Foreign Affairs; IDF Spokesperson ceived it quite differently. They claimed the rela- Unit; Government Press Office. tions between the parties was more of a one-way communication than a two-way dialogic plat- References form, raising tough questions and receiving de- tailed answers. Discrepancies regarding the mis- Brüggemann, M., Keel, G., Hanitzsch, T., Göt- match of providing valuable information to the zenbrucker, G & Schacht, L. (2016). Diverg- reporters’ and tailoring it to the specific needs ing worlds of foreign correspondence: The of the correspondents, was also mentioned. Sev- changing working conditions of correspon- eral correspondents depicted it is a “carrot and dents in Germany, Austria, and Switzerland. sticks” mechanism in which cooperative journal- Sage Journal ists, mainly from large Western media outlets, received access and tips, while (others) report- Dell’Orto, G. (2013). American Journalism and ers were implicitly hinted that “punitive” mea- International Relations: Foreign Correspondence sures exist for (fewer collaborators) reporters. from the Early Republic to the Digital Era: Cam- While the three organizations perceived the re- bridge University Press. lationships they had with the foreign correspon- Hachten, W., & Scotton, J. (2015). The World dents as dialogic, the latter valued their efforts News Prism: Digital, Social and Interactive: John but criticized the one-way communication na-Wiley & Sons. ture of these connections. The correspondents expressed their understanding that there are ob- McLaughlin, G. (2002, 2016). The war corre- jective difficulties and unique security circum- spondent: Pluto Press. stances, but that these diplomatic actors should Tumber, H., & Webster, F. (2006). Journalists endeavor to take more risks, which can create under fire: Information war and journalistic prac- dialogue even in intersections of a clear dispute tices: Sage. 4 ABSTRACTS 115 Importance of nation-branding for Ukraine – Challenges and opportunities Barbora Maronkova NATO Information and Documentation Centre (Ukraine) Ukraine is the only country on European con-PR techniques. tinent with an ongoing conflict. It suffers from either a nonexistent or negative public image What the initiatives and campaigns of the former abroad, reinforced by an aggressive disinforma-government of President Poroshenko failed to tion campaign led by its biggest neighbor, the address is to build a strong narrative about im-Russian Federation. portance of a successful and prosperous Ukraine which is good both for the region and for the Myths and prejudices against Ukraine, an un- larger world. This narrative needs to be built known country until recent scandals involving against the long-term goal of building a country the US president, confirmed that very few people that is attractive to visit, to study in, to invest in North America ever heard about Ukraine. In in and to invite to all important strategic geo- Europe, Ukraine is more known for its oligarchs political structures such as the European Union and quarrelling politicians, former Prime Min- or NATO for example. To achieve this, Ukraine ister Yulia Timoshenko and her stint in jail and needs to become serious about its reforms, its two revolutions in space of twenty years. Since willingness to shake off of its past twenty five 2014, the image was reinforced by aggressive years of misdeeds and corruption by a small Russian propaganda and information warfare but influential political class and be smart about against Ukraine using key narratives of Ukraine communicating its achievements abroad. being a failed state, revolution of Dignity/Euro- Maidan being a West-back coup d’etat, a country There are many successful examples of nation led by fascist, anti-semitic and far right groups. branding in the world. The one which stands Ukraine matters for many reasons – geopolitical out is that of Singapore which has successfully and political, economic and social. It is therefore branded itself over five decades in a government a prime example of a country in a need of a led strategy of a state-city always on the edge of strong nation branding strategy and campaign. innovation and openness. Whilst the comparison of small Singapore with one of the largest coun- After the revolution of Dignity in 2014, tries in Europe might be odd at first glance, it Ukrainian successive governments and civil so- offers some useful lessons learned for Ukraine. ciety understood the importance of a strong soft power push and for a need to build a positive The methodology and resources used will be image abroad. Several initiatives were launched mainly secondary sources citing from well- since 2014 with limited success. Ukraine still known nation branding authors such as Simon lacks behind in all major nation branding index-Anholt’s article Nation Brands of 21st century, es and needs to adopt a strong and long-term his Nation brand index, Nicholas Cull’s Pub- strategy which goes beyond pure advertising and lic diplomacy – Foundations for engagement 4 ABSTRACTS 116 in Digital era and Koh Buck Song’s Brand Sin- for Ukraine which based on four key principles: gapore monograph. The Ukrainian initiatives, campaigns and other ongoing activities in the 1. Continue adopting difficult but necessary area of public diplomacy, cultural diplomacy reforms with clear and real results.; and PR campaigns to attract investment will be described by using local Ukrainian government 2. Long-term and sustainable strategy going and media sources. beyond one political cycle of five years; One of the keys to Singapore’s success lies in the 3. Government-led strategy that unites all long-term vision of its government to make Sin- governmental units together with non-gov- gapore a hub of modernity and innovation. This ernmental and business sector goal was steadily pursued for decades in a co- 4. Creating a strong narrative for Ukraine. ordinated manner across all government bodies and is underpinned by the Singaporean business Ukraine and Ukrainian people deserve to live in and art community. a peaceful and prosperous country that is well perceived abroad, can attract the necessary in- By comparing the key lessons learned from Sin- vestment and achieve its goal of European and gaporean nation branding with the Ukrainian Euro-Atlantic integration. initiatives to date, the recommendations will focus on analyzing key principles of building a Keywords: soft power, nation branding, public di- strong and sustainable nation branding strategy plomacy, cultural diplomacy, narratives 4 ABSTRACTS 117 Doing “Good PR” Online: Understanding social media use in Québec PR work Josianne Millette Université Laval (Canada) Introduction and purpose of the study the practice. Conversely, Internet research has been mostly interested in so-called “ordinary” Social media have now become an integral part users. In this context, much is left to be under- of contemporary media landscapes and, as such, stood about what PR practitioners are doing on of PR work. However, still few studies have built a daily basis with social media and the normative on sociotechnical perspectives to better under- frames they enact. stand what practitioners are doing with social media. Building on the analysis of social media Methodology use in the field of Québec PR, this communica- tion aims to contribute to shedding light on how, Our analysis is based on the results of a through their daily uses and representations of multi-method qualitative “thick data” research social media, PR practitioners are enacting plu- conducted within the field of Québec PR. In ad- ral normative frames, thus contributing to the dition to content analysis and participant obser- weaving of our online environments. vations of professional events and materials, our study followed 10 participants, who had various Literature review experiences of PR work and social media use, through a 3-step protocol. We first conducted PR has shown a vivid and continuing interest in-depth interviews, then performed cross plat- towards Web technologies, with research on ap- form online observation for a period of 4 to 6 plications and perceptions of social media flour- weeks, depending on the level of activity and ishing in recent years. Keeping with established saturation, and met for feedback interviews. Fol- paradigms, these technologies have been consid- lowing the sociology of uses sociotechnical ap- ered mostly from instrumental and managerial proach, our study aimed at understanding what perspectives, with a strong focus on dialogue Québec PR practitioners are doing with social and symmetrical communication, despite per-media, drawing attention to the interplays be- sisting evidence of ambiguities between these tween technological affordances and materiality; normative ideals and logic of control or influ- ence. Yet, with some notable exceptions, PR re- social environments; and micro-individual real- search is still to engage with some of the main ities. perspectives and debates emerging from Internet Results and Conclusions studies and while a “sociocultural turn” has also furthered our understanding of how the prac- Our results show how PR practitioners’ use of tice is embedded in wider cultural and social various social media platforms are embedded in dynamics, still little attention has been paid to daily routines associated to a variety of commit- the sociotechnical mediations that give shape to ments, interweaving personal and professional 4 ABSTRACTS 118 online presences. While following clear patterns, stakeholders contributing, through their use and these routines were fragile, showing breaks and representations of social media, to both the nor- changes that feedback interviews revealed to be mative and economic valuation of online partici- related to such things as a colleague’s illness or a pation characteristic of informational capitalism. change in employment. While the scope of our results is limited by the Our analysis also shed light on the plural and sample size of our study, it nevertheless demon- overlapping normative frames associated with strates the potential of thick data analysis com-social media uses. In addition to repertoires bining offline and online methods across plat- associated with public information, profession- forms for understanding PR uses of social media al responsibility and strategic performance, the by going “underneath” traces of online activity “good use” of social media is also defined in re- and organizational presence. It also opens prom- lation to technological standards, platform affor- ising avenues for exploring how PR practice is dances and social Web industries’ promotional enacted through the sociotechnical mediation material intended for communication profes- of Web technologies and, at the micro-level, sionals. Other normative frames, echoing both the hiccups, routines and realities of “ordinary the “Web 2.0” promise and its pitfalls, were re-work”. lated to the mastering of a “style” and “art of on- line conversation”, various degrees of participa- Practical and social implications tion and contribution to online “communities”, By making more explicit the overlapping of plu- and the rules or netiquette needed to manage ral normative frames and the part PR plays in the online crowds. valuation of participation, our analysis provides practitioners insights that can help them develop These results give us a better understanding of their ethical reflexivity about their use of Web normative frames associated to online PR be- platforms – and other emergent technologies, yond the unidirectional/bidirectional or dialog- such as AI. It also contributes to give the public ical dichotomy, and how these are enacted in a better understanding of PR work and the part relation to sociotechnical mediations. Our re-it plays in shaping our online environments. search showed evidence of dynamics in which social media are part of communication indus- Keywords: social media uses; sociotechnical media- tries for which PR practitioners are important tion; normative frames; Québec PR 4 ABSTRACTS 119 Exploring Millenials’ perception and trust towards online external advocates Grazia Murtarelli Università IULM (Italy) Stefania Romenti Università IULM (Italy) Federica Mari Università IULM (Italy) Mirko Olivieri Università IULM (Italy) Introduction and purpose of the study Literature review Recent empirical researches in public relations This study implements a multidisciplinary ap- and corporate communication field focused on proach. The perceived trust towards external ad- trust have emphasized the relevance of the source vocates will be explored by taking into account of information compared to the importance at- the trust literature according to which trust can tributed to the content: external and alternative be intended as “the willingness of a trustor to be advocates like experts, top management, em- vulnerable to the actions of a trustee based on ployees are more trusted than professional com- the expectation that the trustee will perform a munication and public relations practitioners by particular action” (Colquitt et al., 2007, p. 909). the general public (Zerfass et al., 2019; TICS, Additionally Millennials’ perceptions towards 2019). According to these researches, it seems online external advocates compared to influ- to emerge a general call for the need to explore encers will be analyzed by using extant studies the role that external advocates could play in the on para-social interaction relationships (Rubin organizational trust-building process. Addition- McHugh, 1987), according to which it is possi- ally, within this communicative scenario, social ble to investigate how media users perceive their media have empowered external advocates by relationship with media personalities. providing them with a fertile ground where to develop trustworthiness with different publics Methodology (Saxton et al., 2015). As social media have traditionally been defined as “the local TV of the A two-step research design will be implement- Millennial generation” (Mitchell et al., 2015, ed by combining quantitative and qualitative p.1) where Millennials search for and find in-research methods. A quantitative survey will be formation, this study intends to explore how implemented for collecting information about Millennials perceive and trust external advocates Millennials, their attitudes to rely on online rec- such as experts and employees who share their ommendation by external advocates and influ- recommendations online and how such external encers, their habit to share opinion online and advocates are perceived by them compared to their perceptions about the role of external ad-online influencers. vocates such as experts and employees. Then a focus group will be conducted in order to ex- plore the topic more in details. 4 ABSTRACTS 120 Results and conclusions References Millennials seem to have different perceptions towards external advocates and online influenc- Colquitt, J. A., LePine, J. A., Piccolo, R. F., Zapa- ers and such differences could impact their will- ta, C. P., & Rich, B. L. (2012). Explaining the ingness to trust them and to follow their recom- justice–performance relationship: Trust as ex- mendations. Understanding their point of view change deepener or trust as uncertainty reduc- could be helpful for communication and PR pro- er?. Journal of applied psychology, 97(1), 1. fessionals who need to develop knowledge about Mitchell, A., Gottfried, J., & Matsa, K. E. (2015). the social media environment and the active role Millennials and political news. Pew research that external advocates could have for Millen- center, 1. nials. Rubin, R. B., & McHugh, M. P. (1987). Devel- Practical and social implications opment of parasocial interaction relationships. Saxton, G. D., Niyirora, J., Guo, C., & Waters, R. This study contributes to the research stream of (2015). # AdvocatingForChange: The strate- research focused on the role of external advo- gic use of hashtags in social media advocacy. cates, by providing an overview concerning the Advances in Social Work, 16(1), 154-169. Millennials’ perceptions, attitudes and commu- nicative behaviors towards them and the ex- TICS (2019), Trust in Communicators Studies, ternal advocates’ impact on the organizational available at http://www.communicationmoni- trust-building process. Results from the study tor.eu/2019/10/23/tics19-trust-in-communi- will be useful to communication and PR pro- cators-study-2019/ fessionals who deal with online communication Zerfass, A., Verčič, D., Verhoeven, P., Moreno, strategies and tactics to enhance the manage- A., & Tench, R. (2019). European Communi- ment of online relationships with such alterna- cation Monitor 2019. Exploring trust in the tive advocates. profession, transparency, artificial intelligence and new content strategies. Results of a survey Keywords: External Advocates, Digital Trustwor- in 46 countries. Brussels: EUPRERA/EACD, thiness, Millennials generation Quadriga Media Berlin 4 ABSTRACTS 121 Who needs public relations? A comparative analysis of two countries over public relations consultancy agencies Ayla Okay Istanbul University (Turkey) Aydemir Okay Bolu Abant İzzet Baysal University (Turkey) Pedja Ašanin Gole Doba (Slovenia) Introduction and purpose of the study Literature Review The increase in public relations activities of cor- Research on public relations consultancy agen- porations in the US and Europe have led to the cies is limited. A research by Sriramesh and Ver- proliferation of consultancy agencies. Upon the cic in 2007 on global public relations consultan- fact that Bernays was giving similar services in cies is one of the major ones. Others include a the 1920s or after John W. Hill founded his own research by Schauster and Neil (2017) on ethi- agency in 1927 (Miller, 1999), public relations cal situations at advertising and public relations consultancies increased in number and became agencies, a paper on public relations agencies able to meet various needs of their clients. How- within the progress of public relations discipline ever, economic turmoils give rise to cuts of pub- in respective countries (Wu and Taylor, 2003), a lic relations budgets being the ones given up by research on how consultancies respond to wide- corporations primarily. Corporations often pre- spread digital trends (Triantafillidou and Yan- fer to invest in advertising efforts over public nas, 2014) and the one in which public relations relations efforts whose outcomes become vis-practices under specific conditions are addressed ible in the longer run. Corporations prefer to (Erzikova and Bowen, 2019). hire a public relations consultancy agency more frequently than the cases in which they prefer Methodology to employ their own in-house public relations department. They usually opt for cooperating This paper is based on the research by Wirtz more than one agency as per their area of exper-and Ngondo (2013) on the website strategies tise. The main objective of this study to examine of top fee-generating US-based public relations closely Turkish and Slovenian public relations agencies and the research by Ki and Kim (2010) consultancies, reveal their structures and evalu-on ethics statements of public relations firms. ate their clients as well as their areas. Clients of top Turkish and Slovenian public rela- tions agencies will be analyzed to query the fol- lowing points in terms of both clients to which they render services, and their own organization / employees. 4 ABSTRACTS 122 Points to consider in terms of characteristics Keywords: public relations consultancy agencies, of clients to which public relations consultancy ethics, Turkey, Slovenia. agencies render service: Literature • Industry of clients • Clients’ scope i.e. national or international Erzikova, E., and Bowen, S.A. (2019). “Missed opportunities to make PR great again: How • A comparison between clients to see wheth- public relations agencies responded to the er they hire more than one agency or not. Trump Presidency”, Public Relations Review, 45, Points to consider in terms of inner organization 5,101793. of public relations consultancies: Ki, E.J., and Kim, S.Y. (2010). “Ethics state- • How many employees work in which posi- ments of public relations firms: What do they tion say?” Journal of Business Ethics, 91, 2 pp. 223- 236. • Whether communication with these employ- ees is available or not Miller K.S. (1999). The Voice of Business: Hill & Knowlton and Postwar Public Relations, • Gender distribution Chapel Hill: The University of North Car- • How they define and promote themselves olina Press. • Ethical approaches of agencies Schauster, E., and Neil, M. (2017). “Have the • Whether agencies are part of an internation- ethics changed? An examination of ethics in al network or not (e.g. WPP) advertising and public relations agencies”, Jour- nal of Media Ethics, 32, 1, pp. 45-60. All these points will be addressed based on data Sriramesh, K., and Verčič, D. (2007). “Introduc- they made available on their web sites. tion to this special section: The impact of glo- balization on public relations”, Public Relations Results and conclusion Review, 33, 4, pp. 355-359. The main purpose of this study is to make a Triantafillidou, A., and Yannas, P. (2014). “How situation determination of public relations con-public relations agencies in Greece respond to sultancies in both countries and evaluate their digital trends”, Public relations review, 40, 5, pp. actual clients to examine closely the execution 815-817. dimension of public relations profession in both Wirtz, J.G., and Ngondo, P. (2013). “An analysis countries. of the website strategies of top fee-generating Practical and Social Implications US-based public relations agencies”, Public Re- lations Journal, 7,1, pp. 1-32. This paper seeks to reveal a situation determi- Wu, M., and Taylor, M. (2003). “Public rela- nation by detecting whether the “ideal” public tions in Taiwan: Roles, professionalism, and relations activities addressed in literature are relationship to marketing”, Public Relations Re- realized or not within the organizational frame- view 29, 4, pp. 473-483. work of consultancies and services rendered in both countries. 4 ABSTRACTS 123 Public Relations for Public Relations Professionals: Relationship Management of Public Relations Professionals Burcu Oksuz Izmir Katip Celebi University (Turkey) T. Serra Gorpe University of Sharjah (U.A.E.) Introduction and purpose of the study ates interactions for organizations and in this role has to be neutral so that they do not lose Public relations functions to build and maintain its multi-stakeholder perspective (Gregory and the organizations’ relationships with its publics. Willis, 2013). Public relations people within The relationship is important in the sense that the relationship building paradigm is engaged in relationships can enhance and constraint an or- many activities which can range from strategic ganization’s existence. The relationship concept planning to execution and assessment. From the provides a framework for what public relations organization point of view, establishing organi- should do and it is not only limited to the orga- zation and public relationships are important nization itself, but must cover the well-being of and has been one of the important focuses of the society as well. The suggested study is an at- public relations, but how it is initiated, built and tempt to understand how relationship is formed, maintained is not yet clear (Rhee, 2004). Man- maintained and evaluated between a public rela- agement of relationships is becoming more and tions professional and its publics. How does the more important in an era where multi-stake- relationship building/management work, when holder perspectives can be heard on many plat-this time, it is not for the organization, but for forms, real or even fake. the public relations professional for herself/him- self? The aim of this study is to come up with Methodology relationship management and personal branding practices of public relations professionals. It is The research aims to explore the relationship expected from public relations professionals to building and management efforts of public re- be the agents of relationship management, to lations professionals. The exploratory research create positive perceptions on behalf of their cli-will take in two parts. Firstly, semi- structured ents, and to manage the social media. This study interviews with public relations professionals in attempts to look at how they accomplish these Turkey will be conducted. The sample consists on their behalf. of agency public relations professionals with ten or more years of experience and corporate Literature Review public relations professionals with similar expe- rience. The aim of this research is to find out The many definitions of public relations high- how public relations professionals approach to light the relationship building between an or- their relationship building, what they do, and ganization and its publics. Public relations cre- how they assess themselves. The second part of 4 ABSTRACTS 124 the study will include an analysis of their social Practical and social implications media presence, including Twitter and Insta- gram. This analysis will take into consideration Public relations professionals is expected to fo- specifically the organizational, professional and cus on organization and public relationships, personal identity of the public relations profes- and this study may help to uncover similarities sionals on these two platforms. Which aspect/s and differences between organization and public of identity is communicated? Is there a hybrid relationships and public relations professionals approach? What does this imply? and his/her public relationships. Results and Conclusion Keywords: public relations professionals, relationship management, social media The findings will help us to understand the mo- tives of public relations professional for their References own relationship management. It will also show which motives are more prominent on social Gregory, A and Willis, P.(2013) Strategic public media. relations leadership. London: Routledge. Rhee, Y. (2004). The employee-public-organi- Limitations of the study zation chain in relationship management. A case study of a government organization. In- The study is using a qualitative method which stitute for Public Relations. allows us to get in-depth information about the study questions, but the results cannot be gen- eralized. Suggestions for future research A survey can be conducted and the focus can be broader than social media; covering in general the relationship management of public relations professionals. 4 ABSTRACTS 125 Can a Profession which has a Negative Impression Contribute to Society? A Qualitative Research on Public Relations, Public Relations Ethics and its Contribution to Society Burcu Oksuz Izmir Katip Celebi University (Turkey) T. Serra Gorpe University of Sharjah (U.A.E.) Introduction and Literature Review not have a clean history and that public relations is assumed to distort the truth. Power relation- The Commission on Public Relations Education ships in public relations and the power of corpo- (2019) defines public relations ethics as a set of rations are also another ethical concern in public “a priori principles, beliefs and values that should relations (Coombs and Holladay, 2007) be followed by all who engage in public relations practice.” In fact, ethics and acting responibly in Methodology public relations provide a vital communication function that helps develop an understanding In this study, semi-structured interviews with 30 between organizations, countries and the world people from different professions in Turkey will and ultimately reduce conflicts (Grunig, 1993: be conducted to identify their views and per- 138). Ethical consciousness should be part of ceptions on the ethical aspects of public rela-organizations seeking long-term efficacy and tions and its contribution to the society. With striving to engage with their publics and stake-the data obtained in Turkey, the objective is to holders (Bowen, 2008: 272). Many public re- arrive to an ethical and theoretical framework lations practitioners have faced decisions with for the public relations profession, for the public ethical consequences at some point in their ca-relations practice and its usefulness to society. reers. Some of these dilemmas are about person- Results and Conclusion al policies and personal conflicts with organiza- tional norms; others point out the differences The data obtained within the scope of this study between the interests of the organization and the is important in terms of determining how public public interest (Boynton, 2002: 223). Wright relations is perceived by people from different (1989: 3-4) states that in the USA being ethical professions. The in-depth data gathered from in public relations or not is often the voluntary Turkey respondents will help us to come up with choice of public relations practitioners. Among a picture about the perception of public rela- the common themes of critiques of public rela- tions. Thus, the study aims to contribute to the tions, it is mentioned that public relations does improvement of the negative aspects of public 4 ABSTRACTS 126 relations and explain public relations profession Keywords: Public relations, Professionalization, correctly. Ethics, Societal Contribution, Power Relationships Limitations of the study References The data collection will be done using qualita- Bowen, S. A. (2008). A state of neglect: Pub- tive method and because of this, limited number lic relations as ‘corporate conscience’ or of people will be reached. ethics counsel. Journal of Public Relations Re- search, 20(3), 271-296. Practical and social implications Boynton, L. (2002). Professionalism and social The study will shed light to the perception of responsibility: Foundations of public relations public relations profession and the data obtained ethics. Annals of the International Communica- will be important in several aspects; it will help tion Association, 26(1), 223-256. us to see the status of the profession, evaluate Coombs, W.T. and Holladay, S.J. (2007). It is not the main ethical issues and its social contribu- just PR. MA: Blackwell Publishing tion. It will also seek answers on how public re- lations practices could be ethical. Grunig, J. E. (1993). Public relations and in- ternational affairs: Effects, ethics and respon- Suggestions for future research sibility. Journal of International Affairs, 47(1), 137-162. In future, quantitative studies can be conducted. In addition to it, it is suggested that the research Wright, D. K. (1989). Ethics research in public is repeated in different countries and thus com- relations: An overview. Public Relations Review, parisons can be made between the countries. 15(2), 3-5. http://www.commissionpred.org/commis- sion-reports/the-professional-bond/ethics/ 4 ABSTRACTS 127 Cultural Intelligence and Strategic Partnerships: Examining communications protocols in emerging markets Onyinye (Onyi) Oyedele McMaster University (Canada) Introduction from June 2016 - February 2017. Cultural Intelligence (CQ) is an asset for or- Literature review ganizations embarking on strategic partnerships. The ability to work with people from diverse Cultural Intelligence backgrounds, build, and translate that relationship into one of mutual understanding is im- Building a cross cultural relationship takes time portant. Managing across cultures is crucial due and needs two-way communication to establish to global sourcing, global mobility, global mar- trust and mutual understanding. Cultural Intelli- keting, and global wisdom and collaboration gence is needed for today’s executive to function (Solomon & Schell, 2009, p. 12). From North globally and effectively and is also related to the America to Europe, Australia, Asia, and Africa, concept of emotional intelligence as both share business initiatives have spanned across borders. a “propensity to suspend judgment-to think be- Cultural Intelligence in today’s diverse work fore acting,” according to psychologist, Daniel place is a skill for the tool box of management Goleman (Earley and Mosakowski, 2004, p.1). executives and all employees. It is impossible to master all cultures, however, Research problem one should have some basic knowledge of how to integrate and function in a culturally diverse What are the communications protocols an or- landscape especially for business. Livermore ganization should be aware of and adapt, to en- (2010) notes the four step cycle of cultural in- sure success in its partnership ventures abroad? telligence, “CQ: Drive-motivation, CQ: Knowl- Research Methodology edge-cultural knowledge, CQ: Strategy-Plans or initiatives, and CQ: Action-Behaviours needed to In-depth interviews with nine executives and adapt and function effectively (p.4). Also crucial business professors provided qualitative results. is what Kingston (2012) debates about today’s A detailed content analysis of new markets and leadership skills, “They demand a combination brand expansion articles from samples of 2015 of cultural dexterity, curiosity about the country, and 2016 issues of business publications- Ca- and sensitivity to working with partners in gov- nadian Business and Bloomberg Business, provid-ernment,” (p.1). A global leader’s tool kit needs ed quantitative results. Research was conducted a stash of cultural intelligence. 4 ABSTRACTS 128 Strategic Partnerships Practical and Social Implications It is the coming together of people or enterprises Public relations professional should be open in a symbiotic relationship where each benefits minded, willing to participate, and be trained over time (Storm, 2009). Businesses and people in cross cultural relationships. Mergers, global making a huge impact in the world are not going acquisitions, trade agreements, and exploration solo; they have come to understand the formi- of new markets are opening doors for product dable force of strategic liaisons because two or development, managing relationships, and miti- multiple good heads are better than one. Strate- gating issues during crisis. By understanding the gic partnership takes time to identify and build. cultural landscape and effective communications It often means moving “slowly” but strategically channels with various stakeholders, information says IMAX CEO, Gelfond Richard. is disseminated and managed in the new work space. Experts interviewed agreed that the role Results and Conclusions of communications in helping to broker, fos- Communicators gain Cultural Intelligence by ter, and maintain relationships relied greatly educating themselves on emerging markets, on knowledge and use of local communication studying, and meeting with ethnic communities channels. It is not one- size-fits all approach, but at home before embarking on strategic partner- one that is adaptive and flexible within the cul- ships abroad. Travelling and immersion in a new tural landscape. culture through interaction with the locals is Limitations crucial for trust in long term relationships. Recruiting participants in the research was a Research on political power in the region to challenge. Out of about 40 global executives and understand the decision making process and academics contacted, only nine agreed to par-management is structure is paramount for affect ticipate. This is a small sample which does not communication channels for key stakeholders. Is represent the diverse business partnerships that leadership egalitarian or hierarchical? exists globally. Research on Internet penetration in the region Limited time and resources to travel to a new is important to avoid wasting resources on web- environment, be immersed in the culture and sites and social media. What media platforms are conduct more in-depth interviews. predominant in the region? Newspapers, radio, cell phone SMS (Texts), chats etc. Most emerg- Future study ing regions prefer face-to face communications to build trust in the initial stages of the relation- The convergence of communication and culture ship. and how it can be leveraged to strengthen the role of public relations practitioners. For effective communications in cross cultural partnerships, language is an asset. A local talent A case study model with an organization over a on staff or a skilled international team member period of time to monitor and measure cultural is invaluable for crisis communication and navi- intelligence and its impact on partnerships. gating sensitive issues. Keywords: Cultural intelligence, Strategic partnerships, strategic communications, emerging markets, cross-cultural ventures. 4 ABSTRACTS 129 Networked Campaigning. Mobilizing in the age of transformation Lars Rademacher Hochschule Darmstadt – University of Applied Sciences (Germany) Pia Sue Helferich Hochschule Darmstadt – University of Applied Sciences (Germany) Thomas Pleil Hochschule Darmstadt – University of Applied Sciences (Germany) Introduction and purpose of the study is built spontaneously and only last short-term. In general, the body of knowledge that deals Methodology with mobilization widely neglects the role of communication management. That also counts In this conceptional paper we argue that a digi-vice versa: communication management and PR talized public sphere is depending on relational literature does not discuss its role in organiz- networks (Donati 2011; Chadwick 2013) that ing civil society. But keeping in mind the vast focus on ties and interrelations rather than the changes of the public sphere and the conditions knots of the network. In these networks, weak of mobilization we ask how a small or relatively ties (Granoveter 1973) become increasingly young civil society initiative might achieve its important since the acceptance of traditional communication goals in the age of transforma-institutions and the willingness to engage one- tion. In our conceptional paper we suggest net- self on a permanent basis (e.g. as a member) is worked campaigning as a way to achieve public in decline. Therefore, we assume that individu- als engage in multiple, fast changing networks perception. (networked individualism; Rainie & Wellmann Literature review 2014). In a digitalized public sphere, we take networked Results and conclusions publics (Boyd 2010; Friedland et al. 2006) as a As a result, we propose a concept that we call given scenario and assume that in a fragment- “networked campaigning” which is designed to ed perception well established actors enjoy pre- conform with the above-mentioned scenario. In ferred access to public forums. And since we live line with Liacas & Mogus (2016) we believe under conditions of “Power-law” (Neuberger et that networked campaigns need a compelling al. 2009) where public appearance and percep- cause (1) and is dependent on cross movement tion might be more important than actual de- network hubs (2). It is open to grass-roots pow- liberation the chance to participate in political er (3) – but where Liacas & Mogus (2016) still deliberation is more and more dependent on the use the traditional control paradigm they label as medialization of interest in a public sphere that “focus and discipline” (4) we suggest a co-cre- 4 ABSTRACTS 130 ative and agile approach as a valid alternative worked self: Identity, community, and culture not only in conducting campaigns (Botan 2018) on social network sites. New York: Routledge, but also to define and refine the cause and focus S. 39–58. of the campaign. Chadwick, Andrew (2013). The Hybrid Media Practical and social implications System. Politics and Power, Oxford. Donati, Pierpaolo (2011). Relational Sociology. In a world of information overflow Networked A new Paradigm for the Social Sciences, Rout- Campaigning is meant as a concept for new and ledge, Oxon-New York. small organizations or social movements to cope with the mentioned power law (Neuberger et Friedland, Lewis; Hove, Thomas & Rojas, Heral. 2009) in the public sphere. Networked cam- nando (2006). The networked public sphere. paigning is similar to strategies we can observe In: Javnost – The Public 13, 4, S. 5–26. at movements like XR – it es an approach to Granovetter, Mark S. (1973). The strength of focus attention by bringing together organiza-weak ties. In: American journal of sociology, S. tions with similar communication objectives. 1360–1380. In contrast to other approaches to campaign- ing, however, this does not take place through Liacas, James & Mogus, Tom (2016). Networked control by a central entity, but through the use Change, How progressive campaigns are won in of networking and the openness that network the 21st century. A NetChange Consulting Re- partners evolve the messages of the campaign port, retrived: https://d3n8a8pro7vhmx.cloud- through adaptation and iteration and carry them front.net/broadbent/pages/5660/attachments/ into their networks. original/1495204167/Networked_Change_ in_Canada_--_Report.pdf (11.11.2019) Keywords: Mobilizing, campaigning theory, net- Neuberger, Christoph; Nuernbergk, Christian worked public, relational sociology, networked indi- vidualism & Rischke, Melanie (2009). »Googleisierung« oder neue Quellen im Netz? Anbieterbefragung References III: Journalistische Recherche im Internet. In: Christoph Neuberger, Christian Nuernbergk Botan, Carl (2018). Strategic Communica- & Melanie Rischke (Eds.): Journalismus im tion. Theory and Practice, Hoboken NJ: Wiley Internet: Profession –Partizipation – Techni- Blackwell sierung, Wiesbaden: VS Verlag, S. 295–334. Boyd, Danah (2010). Social network sites as Rainie, Lee & Wellman, Barry (2014). Net-networkedpublics: affordances, dynamics, and worked: The New Social Operating System implications. In: Zizi Papacharissi (Ed.): Net- (The MIT Press) Paperback. 4 ABSTRACTS 131 Internal Communication as a strategic function in organizations: Proposal for a Best Practices Guide in Internal Communication Ana Raposo Escola Superior de Comunicação de Social/Instituto Politécnico de Lisboa (Portugal) Inês Veiga Escola Superior de Comunicação de Social/Instituto Politécnico de Lisboa (Portugal) Introduction and Purpose of the Study The main goal is to present a proposal for a Best Practices Guide that can contribute to increase The current context is characterized by high knowledge about internal communication and dynamism, competitiveness and uncertainty, help its professionals to improve or introduce consequently creating new challenges for orga-the function in organizations. nizations, in terms of not only business but also regarding the relationship management with Literature Review employees. Within the scope of this investigation, internal The paradigm has changed, and organizations communication is placed as one of Public Rela-are facing a new employee profile, who is not tions (PR) areas, understood as a strategic fun- looking for a job for life, but professional de- ction that combines philosophies, values, purpo- velopment, recognition and new experiences. ses, people, meanings, channels and practices. It Therefore, the employee is no longer seen as a is a decisive element in organizations, acting as number, but is perceived as a person, with uni- an agent of change and promoting internal cohe- que values, expectations, needs and skills. Con- sion (Men & Bowen, 2017; Brandão, 2018). sequently, organizations began to look more The purpose of internal communication is to inwardly, showing greater concern for their em-inform, engage and connect employees, aligning ployees and their contribution for organizational them with the organization. PR emphasizes the reputation. strategic and multidisciplinary nature of internal communication, arguing that it is the function In this sense, it is necessary to know the reality responsible for the strategic management of re- of organizations and understand their vision on lationships and interactions within the organi- internal communication and the way the fun- zation at all levels, contributing to employee’s ction is managed, drawing useful resources and commitment and engagement, as well as to the knowledge that can contribute to its develop- achievement of business goals and organizatio- ment. nal success. 4 ABSTRACTS 132 Methodology rities for organizations, lagging behind business areas and not being properly represented on the The Best Practices Guide was built from a lite- organizations boards. rature review and face-to-face interviews with Portuguese organizations from different sec- Organizations have a practical view of internal tors - consulting, aeronautical industry, retail, communication, and therefore the way their air transport, Portuguese Armed Forced, third professionals perceive and manage the fun-sector (consumer protection) and energy - that ction is related to the day-to-day experience, the shared their vision and experience regarding strategic priorities and the profile of employe- internal communication. One of the founding es. Consequently, it was possible to observe si-members of The Internal Communication and gnificant differences between the organizations Corporate Identity Observatory (OCI), which interviewed and to identify best practices in all has contributed to the development of internal of them. communication, was also interviewed. The col- lected data were analyzed through a Qualitative Even though these best practices must be adap- Content Analysis. In order to give more support ted to the context, dimension, strategy and pur- to the interpretation of the results, an accoun- pose of each organization, they can make a diffe- ting of the coding units was also carried out. rence in the results and effectiveness of internal communication. Results and Conclusion Practical and social implications This research has allowed to understand that each organization is unique, as well as its way This investigation contributes to clarify the Pu- of managing internal communication, which is blic Relations view about internal communica- influenced by several factors such as the acti- tion and to a greater knowledge of the function, vity sector, organizational structure and cultu- namely its practical aspects and the crucial role re, leadership style, size and business strategy. it plays in the success of organizations. Likewise, Although some common elements can be found the Best Practices Guide represents an approxi- between the organizations, these factors will mation between the academy and the market, joining two distinct views, which complement create special conditions for internal commu- each other. nication that can hardly be replicated in other contexts. Despite the differences observed in or- It is expected that this Guide generate some di- ganizations, the transformation process that so- scussion and reflection, not only on the internal ciety, people and business are going through are communication itself, but also on the role that it common to all of them. can play during this transformation period that organizations are facing and which has been Internal communication has been playing an im- shaping their way of acting and working, as well portant role, not only in helping organizations as the relationship with their most important to be more flexible and to adapt to this new rea- stakeholder: the employees. lity, but also in creating new spaces and forms of communication to face these changes. Even so, Keywords: Public Relations, Internal Communica- communication is still not one of the main prio- tion, Employees, Strategy, Best Practices 4 ABSTRACTS 133 What Impact Can Internal Social Media PR Have on Organisational Culture? Results from three consecutive interview studies concerning internal social media within 500 German companies, 2013- 2019 Holger Sievert Macromedia University of Applied Sciences (Germany) Marc Preisinger Macromedia University of Applied Sciences (Germany) Introduction and purpose of the study Dasgupta 1988: p. 49; Curall & Judge 1995; Mei- fert 2003: p. 303; Herger 2006: pp. 65-84) and Internal communication can undoubtedly have organizational sociology (see e.g. Malik 2006: p. both a positive and negative impact on the culture 149; Covey 2009, pp. 57-294) has addressed. In of an organisation. It is also obvious that social communication studies, Bentele (see 1994 and media also plays a more and more important role Bentele / Seidenglanz 2008) developed a “theory within organisations. However, what is the exact of public trust”, while Hofann (see 2013, pp. 23-  f j impact that social media PR can have on organ- 36), for example, dealt somewhat with the issue isational culture e. g. in a change situation? The of trust in PR research. After all, according to Sao f k paper proposed here wants to analyse these issues (2010, p. 4), “[b]uild[ing] trust” is one of the by focusing in particular on the question of how, core aspects of social media in general. and to what extent, trust, as one of the founda- tions of modern organisations, can be built and However, all these approaches deal with trust pri- destroyed via internal social media PR. This will marily as an external communication issue and be done via a particularly long-term survey of up tend to take little account of it internally. This to 500 German companies. is regrettable, as internal communication is today mainly understood as an integrative part of ho- Literature review listic communication management (see Grunig, Grunig & Dozier, 2002: p. 480). Particularly According to Niklas Luhmann (see 2014, pp. against a backdrop of increasing digitalization 27-37), trust can be understood sociologically also in internal communication (see e.g. Chui et as a “mechanism for reducing social complexity”. al. 2012: p. 47, Lee et al. 2013: p. 14, Smith & Trust is therefore seen as a necessary basis for Mounter 2008, Huck & Sandhu 2016: p. 8), trust, any cooperative action, something which special-as a communication issue, is becoming ever more ist literature in both business management (see important, especially via internal social media. 4 ABSTRACTS 134 Methodology Selected Results and Conclusions For the paper proposed here, trust, as a frame- One of many results shows that currently “only” work for internal communication and internal 30 percent of those surveyed see a strong culture social media, was examined in three successive of trust as an important or very important ba- survey studies, with Germany used as a sample sis for internal social media in companies; there country. The underlying survey studies were is hardly any change vis-á-vis previous figures. conducted in 2013, 2016 and 2019, in each However, there are clear developments when the case online in January, with 579, 555 and 352 question arises of what the reliable development respondents respectively. In all cases, the ques- of internal social media can foster: in a six-year tionnaire link was issued to company represen- comparison, the importance of and impact on tatives in the areas of communications, human flatter hierarchies increases by almost 13 per- resources and general management via address cent, while the supporting role of clearer guide- lists and editorial references. lines falls by 7 percent in the same period. Now- adays, internal (corporate) influencers are also Due to general problems in company studies given a much larger role in creating an internal with sampling and participation, this study is, culture of trust. At the same time, cross-hierar-unfortunately, also not representative; it does, chical communication grows the most slowly in however, illustrate a good selection of com-comparison to communication within the same panies in the country being analysed, roughly level. corresponding to official statistics. Above all, however, it is most comparable in terms of de- In summary, trust represents a condition prec- velopment trends since there is a very similar edent for successful internal communication: to composition of distributors and participants for function successfully as a company, one needs all three surveys. Nevertheless, this is a limita- employees to not only trust in management de- tion of the study and an even broader and more cisions, but also for management to trust em- international approach to the subject would be ployees to act responsibly. If this happens, a suitable for the future. positive development of trust, with and without internal social media, is possible for building a safe, sustainable and promising future for those organisations in which the internal communica- tion concerned occurs. Keywords: Internal Social Media, Organisational Culture, Trust 4 ABSTRACTS 135 The impact of the PR department work quality on organizational culture Edit Terek Stojanović University of Novi Sad (Serbia) Milan Nikolić University of Novi Sad (Serbia) Sanja Kovačić University of Novi Sad, Faculty of Science (Serbia) Marko Vlahović University of Novi Sad, Technical Faculty “Mihajlo Pupin” (Serbia) Mila Kavalić University of Novi Sad, Technical Faculty “Mihajlo Pupin” (Serbia) Introduction and purpose of the study tions dimensions and the organizational culture dimensions. The dimensions of the PR depart- The aim of this paper is to examine the influence ment (office, section) work quality are observed of specific public relations dimensions on indi- as the independent variables, and the GLOBE vidual organizational culture dimensions. The dimensions of organizational culture as the de-paper also analyzes the moderating effects of the pendent variables. companies’ ownership structure on the observed relationships. The questionnaire presented in the paper (Ni- Literature review kolić, Božić, Terek, Vlahović, Kavalić, 2020) was used to measure the quality of the work of the Research shows that the following can have pos- PR department in organizations. In short, the itive effects on organizational culture: excellent methodological procedure for forming this ques- leadership in public relations (Meng, 2014), tionnaire consists of three phases: open and clear communication within the organization (Schulz-Knappe, Koch, Beckert, 2019), 1. Defining the initial items for the process. 56 and symmetrical internal communication (Men, items were created. Yue, 2019). Although a significant number of 2. Exploratory factor analysis. The initial 56 papers confirm the existence of the influence of items were reduced to 43 (in 7 factors). various aspects of public relations on organiza- tional culture, the impression is that there is not 3. Confirmatory factor analysis. The 43 items enough research to measure the direct effects of were reduced to 16 (in 5 factors). specific public relations dimensions on individ- The questionnaire consists of 5 dimensions and ual organizational culture dimensions. 16 items. The dimensions are: Ethical and Re- Methodology sponsible Action, Proactive and Quality Perfor- mance, Strategic and Effective Action, Media In order to achieve the research goal, it is neces- Relations and Internal Public Relations. In the sary to simultaneously measure the public rela- process of developing the questionnaire (two 4 ABSTRACTS 136 questionnaires in phases II and III), experts influence. The biggest impact is on the dimen- evaluate the importance of the items, and later, sions of Assertiveness, Performance Orientation in the process of applying the developed ques- and In-Group Collectivism. The Power Distance tionnaire, the state of the items constituting the dimension has statistically significant and nega- newly formed questionnaire is evaluated. When tive correlations with all of the PR department applying the questionnaire (for the purposes of work quality dimensions. This means that the research in this paper), the respondents evaluat- PR department has the potential to influence the ed the state of the items on a seven point Likert reduction of power distance in organizations, es- scale. pecially in state-owned companies. The GLOBE project instrument was used for One of the limitations of the research is that it measuring organizational culture (House et al. was conducted in Serbia. However, with a high 2004). The first part of the questionnaire was degree of certainty, it can be assumed that si- used (the state “how it is”). This questionnaire milar relationships of the observed dimensions contains 34 items with a seven-point Likert exist in other countries, especially in those co-scale. The instrument measures nine dimensions untries with a similar degree of economic and of organizational culture: Uncertainty Avoid- social development. The proposal for further ance, Future Oriented, Power Distance, Institu- research is to examine the impact of the PR tional Collectivism, Humane Orientation, Per- department work quality on leadership in the formance Orientation, In-Group Collectivism, Gender Egalitarianism and Assertiveness. organization, the organizational commitment of employees, confidence at work, etc. It is possible The research was carried out in companies in to examine the impact of PR on national culture: Serbia where the respondents completed the the questions in the questionnaire would relate questionnaires. The respondents included were to PR department work quality at the national PR managers, PR practitioners and marketing level, and the GLOBE national culture questio-professionals. A total of 236 questionnaires were nnaire would be used. collected from 78 companies. Practical and social implications The data were processed by statistical methods: descriptive statistics, correlation analysis, regres- Continuous promotion of the work of the PR de- sion analysis and hierarchical regression analysis partment, and in particular strategic and effective for examining the moderating effects. action and ethical and responsible action, creates the conditions for improving the organizational Results and conclusions culture, including reducing the power distance. Leaders and PR managers need to be aware of The PR department work quality dimensions these dependencies, as well as their role in these have a statistically significant effect on all of the processes. organizational culture dimensions. The dimen- sions of Strategic and Effective Action and Eth- Keywords: Public relations, PR department work ical and Responsible Action have the strongest quality, organizational culture, GLOBE, Serbia 4 ABSTRACTS 137 Finance, trust and Facebook: The public relations discourse of the Libra crypto currency project Gareth Thompson University of the Arts London (UK) Introduction and purpose of the study (2011, p. 26) as pervasiveness of the finan- cial economy in society “that spreads across the In June 2019, Facebook announced it was es- entire economic cycle” funding cars, consumer tablishing a new subsidiary called Calibra that goods and so on in a way that makes the fin- would introduce a digital payments platform ancial services sector “co-substantial” with pro- using a new cryptocurrency called Libra. The duction. Financialization has not been much ad-Libra project was an attempt by Facebook to dressed in public relations and media literatures, generate more profits from the connections although Bourne (2017, p.1) has asserted that and user profile information that it has gath-one outcome of the “successive trust booms and ered through its social network. The aim of this busts in financial markets” is a new emphasis study is to analyse the promotional public re- among public relations firms and professional lations discourse used by Facebook and other associations on “trust as a pressing agenda for actors in support of the Libra digital currency public relations” project since June 2019. The project also in- vestigates the argumentation against the Libra Methodology project, which included the risks of enabling fraudsters, drug dealers and terrorists. Regula- The study is based upon a content analysis of tors, central bankers, lawmakers and politicians the organisational rhetoric deployed by various used varied channels to make their case against actors in the project,that in total formed the to- the Libra project in the public sphere, including tal public relations discourse associated with the the French Finance Minister, Bruno Le Maire launch of Facebook’s Libra initiative in 2019. who wrote an opinion article in the Financial The author analysed varied communications Times, to argue against Facebook’s digital cur- outputs and materials – including press releases, rency project on behalf of EU countries. opinion articles, press statements, white papers, promotional web pages - from Facebook and its RQ: What were the modes of public relations Libra partners, as well as similar types of ma-discourse were deployed by the proposers and terials issued by those opposing the project, in- opponents of Facebook’s Libra cryptocurrency cluding the Bank of International Settlements in project from June 2019 onwards? Basel, regulators and central banks. Literature review Results and conclusions Financialization has been defined by Marazzi The content analysis of publicity material led to 4 ABSTRACTS 138 thematic categorization of Facebook’s messaging. Practical and social implications A primary message was of the corporate separa- tion between Facebook and the Calibra consor- The role of social networks in the spread of dis- tium, in order to validate it as trustworthy - in information, the influence of digital media plat- the face of Facebook’s issues with the handling forms in society and the power of leading pro- of user data on its social network in 2018 and viders such as Facebook requires that the public 2019. The second recurring message in Calibra’s relations discourse that they use to promote promotional material was the “empowerment” their goals should be subject to close scrutiny. that the Libra digital currency could bring to the world’s unbanked population, yet the imagery on The Libra project is a strategic move that could the web site and publicity material clashed with expand Facebook’s scope, influence and power that proposition in the way it portrayed global beyond the technology and social media sec- elite users rather than those with no access to tors it has dominated for the past 15 years into bank accounts. finance. The clash between Facebook and law- makers over the ambitions of the Libra project The public relations discourse from objectors crystallised a culture clash between the technol-centred explicitly on whether Facebook could be ogy-oriented messaging typified by Facebook’s trusted in the financial sphere. There was ev- mantra of “move fast and break things” and the idence of cultural clash and misunderstanding need for stability, conformance and fidelity in by Facebook, which seems to have overextended the international payments and banking sectors. itself and its ambition to exercise power equiv- alent to many central banks in seeking to create Keywords: finance, digital finance, public relations, and handle money. There was also evidence of discourse clashes between the technological rhetoric from References Facebook on innovation versus the emphasis placed on security and fidelity by regulators and Bourne, C. (2017). Trust, power and public rela- central banks. tions in financial markets. London: Routledge. Marazzi C. (2011). The Violence of Financial Capitalism. Los Angeles, CA: Semiotext(e) 4 ABSTRACTS 139 Internal communication satisfaction and employee engagement as determinants of the employer brand Ana Tkalac Verčič University of Zagreb (Croatia) Anja Špoljarić University of Zagreb (Croatia) Introduction and purpose of the study (Tkalac Verčič, Verčič & Sriramesh, 2012). Ad- ditionally, very little attention has been given For modern organizations, attractiveness, to employees’ preferences of communication by profitability and future operations depend on their organization (Ruck & Welch, 2012). Welch their readiness to put employees and future em- (2011) gives a thorough overview of the link ployees first and recognize them as most import- between engagement and internal communica- ant stakeholders to organizational development tion and specifies that engagement is under the (Aggerholm, Andersen & Thomsen, 2011). The influence of internal communication. She states association of concepts such as internal commu- that internal communication has the potential nication satisfaction, engagement and employer to effectively transfer values of the organization branding is integral to this. If public relations onto all employees and involve them in orga- experts want to manage organizational relation- nizational goals. This type of practice leads to ships, it is crucial to have a clear grasp of how engaged employees. On the other hand, anoth- internal communication satisfaction is related to er way of differentiating an organization from engagement and how both, in turn, relate to em- its competitors amongst potential employees is ployer brands. The main goal of the study was through the organizational employer brand. Em- to contribute to the understanding of internal ployer brands help potential employees in un-communication and its connections with en- derstanding their future workplace. Employer gagement and employer brands. We wanted to branding can be defined as the ‘sum of a compa- test the relationship between the three variables ny’s efforts to communicate to existing and pro- and determine if employees’ perception of em- spective staff that it is a desirable place to work’. ployer brands is a result of their internal com- Ambler and Barrow (1996) defined it as ‘the munication satisfaction and engagement. package of functional, economic and psycholog- ical benefits provided by employment, and iden- Literature review tified with the employing company’ (p. 187). In Internal communication is a part of the organi- this study we explored the potential influences zational context in which employees are engaged of internal communication satisfaction and en- or disengaged (Bakker, Albrecht & Leiter, 2011). gagement on employer brands. However, in public relations literature dealing with internal communications (and especially employee engagement) has been rather scarce 4 ABSTRACTS 140 Methodology Keywords: Internal communication, internal com- munication satisfaction, employee engagement, em- In order to answer the research question, we ployer brand. applied three predesigned measurement instru- ments, as a part of a larger communication sur- References vey, among 1524 employees from 10 large com- panies. The communication survey was a part of Aggerholm, H., Andersen, S. E., & Thomsen, C. a four-year Croatian national scientific project (2011). Conceptualizing employer branding to map out internal communication. The choice in sustainable organizations. Corporate Com- of organizations that were approached within munications: An International Journal, 16(2), the project was based on the typical unit crite- 105 – 123. ria. In selecting the organizations for the sample Ambler, T., & Barrow, S. (1996). The employer the project team reached a consensus on what is brand. Journal of Brand Management, 4(3), considered typical and which criteria should be 185-206. typical. Number of employees range from 300 up to 10 000. Within each company, significant Bakker, A. B., Albrecht, S. L., & Leiter, M. P. effort was made to include representative sam- (2011). Key questions regarding work en- ples of employees. gagement. European Journal of Work and Or- ganizational Psychology, 20(1), 4-28. Results and conclusion Ruck, K., & Welch, M. (2012). Valuing internal communication: management and employee The results showed a significant connection perspective. Public Relations Review, 38(2), among the three variables. Theoretically that 294-302. implies that not only is there an important rela- tionship between studied concepts, but that it is Tkalac Verčič, A., Verčič, D., & Sriramesh, K. impossible to manage one without the other. For (2012). Internal communication: Definition, satisfied and engaged employees that perceive parameters, and the future. Public Relations their employers brand as a good one, all three Review, 38(2), 223-230. variables need to be developed and managed to- Welch, M. (2011). The evolution of the em- gether. ployee engagement concept: Communication implications. Corporate Communications: An Practical and social implications International Journal, 16(4), 328-346. The main practical implication of the study is to help organizations measure, manage and en- hance their internal communication by strate- gically managing all of the studied concepts – internal communication satisfaction, employee engagement and employer brands. 4 ABSTRACTS 141 New realities of public relations and cyber security Dejan Verčič University of Ljubljana (Slovenia) Ansgar Zerfass University of Leipzig (Germany) Literature review Methodology We are all becoming more and more reliant on In January and February 2020 2,324 PR prac- the internet and digital communication: ”The in- titioners from 44 European countries adminis- ternet and other digital technologies as well as tered an on-line questionnaire in English lan- its underlying network and information systems guage that was previously pre-tested. are the backbone of the European Society and the Digital Single Market.” (ENISA, 2016, p. 5). Results and conclusions This dependency of individuals and organiza- There is a cyber security divide between North- tions is making us all vulnerable to cyber (in) ern and Western Europe on one side (German security. Indeed, the World Economic Forum re- professional agree with a statement that cyber port on global risks revealed that cyber-attacks security is a much debated topic in their coun- and data fraud or theft are two of top five risks try at 81.9%, in the UK at 80.0% and Denmark CEOs are most likely to face (WEF, 2019). In at 78.8%) and Southern and Eastern Europe the global business community cyber security is on the other side (with only 20.0% of Croatian becoming a common nightmare. As a global in- professionals agreeing with the same statement surance group wrote in its Small Business Cyber about their country, 25.5% in Serbia and 30.2% Risk Report: ”Cyber attacks are the new nor- in Greece). The major concerns for communica- mal” (Hiscox, 2018). Cyber security is defined tions departments and agencies in the field of cy- as a set of guidelines, technologies and training ber security are that cyber criminals could hack that provide protection of an organisation’s data their website and/or social media accounts, close and of its computer and digital communication down their digital infrastructure, and to a less- infrastructure (c.f. Schatz, Bashroush & Wall, er degree steal data about stakeholders or leak 2017). sensitive information. In reality, more than half (54.0%) communication practitioners in Europe Purpose and theory experienced cyber attacks or incidents of data theft in their own organizations – joint stock The purpose of this investigation is to collect companies and governmental organizations empirical evidence on how the public relations more often than private companies, non-profits profession in Europe follow broader societal or agencies (with statistically significant differ- concerns about cybersecurity and map the im- ences between countries). More than a quarter pact of the profession on cybersecurity in orga- (27.4%) of organizations experienced multiple nizations. attacks, and nearly a half (45.0%) none. While a 4 ABSTRACTS 142 business consultancy found that ”[t]raining em- References ployees to think and act with security in mind is the most underfunded activity in cybersecurity ENISA (2016). Stocktaking, analysis and recom- budgets” (Accenture, 2019, p. 8), this oppor- mendations on the protection of CIIs. Heraklion: tunity is overlooked by public relations prac-European Union Agency for Network and In- titioners in Europe: while nearly half of them formation Security. (45.5%) are often involved in handling cyber se- Hiscox (2018). 2018 Hiscox small business cy- curity crises and nearly a third of them (31.0%) ber risk report. Bermuda: Hamilton. Retrieved address cyber security in internal communica- from www.hiscox.com/documents/2018-His- tions, only a quarter of them are involved in cox-Small-Business-Cyber-Risk-Report.pdf employee cyber security education (26.0%) and [01.05.2020]. even less in developing cyber security guidelines – although 90% of cybersecurity issues originate Kelly, R. (2017). Almost 90% of cyber at- from human error or behavior, and almost never tacks are caused by human error or behav- in the IT department (Kelly, 2017). Therefore, ior. Chief Executive, March 3, 2017. Retrieved increasing cyber security literacy through edu- from https://chiefexecutive.net/almost-90-cy- cation and implementing cyber security tech- ber-attacks-caused-human-error-behavior nologies (where only 17.7% of communication [01.05.2020]. practitioners are involved) should be raised on Schatz, D., Bashroush, R., & Wall, J. (2017). To- the agenda of the profession. Since cybersecurity wards a more representative definition of cy- concerns also the integrity of content and not ber security. Journal of Digital Forensics, Security only of channels, it has important implications and Law, 12(2), 53–74. for positioning public relations professionals WEF (2019). The global risks report 2019, 14th within organizations and their impact on orga-edition. Geneva: World Economic Forum. Re- nizational and societal wellbeing. trieved from www3.weforum.org/docs/WEF_ Keywords: cybersecurity, public relations, position-Global_Risks_Report_2019.pdf [01.05.2020]. ing, competenca development, 4 ABSTRACTS 143 Perceived organizational transparency as a multidimensional construct: Discovering its benefits and unintended consequences Joost Verhoeven University of Amsterdam (The Netherlands) Introduction and purpose of the study curate, timely, balanced, and unequivocal’ (Rawlins, 2009, p. 75). Therefore, in this project, we treat Public relations professionals seem to be con- transparency as a perceptions rather than behav- vinced of a utopian transparency ideal. Increas- ior. ingly, organizations are expected and pressured to disclose information to organizational mem- As the realization is growing that transparency bers and external stakeholders. This is no sur- should be treated as a multi- rather than unidi- prise, given the auspicious outcomes that are re- mensional construct, it is no longer relevant to ported in the literature. Negative consequences ask to which extent an organization is transparent, of transparency for employees are not fully un-but which information an organization chooses to derstood in transparency research, and there is disclose. On the basis of out literature study, we little knowledge about the consequences of the distinguish transparency about (1) decisions & disclosure of particular types of information. policies, (2) employee behavior monitoring, (3) board and management structures, (4) finan- In this project, a multidimensional conceptualiza- cial accounting, (5) investments, (6) employee tion of organizational transparency is proposed efforts & rewards, and (7) salaries. consisting of seven dimensions. Each dimension is measured by a theory-based scale. Finally, this Methodology study explores what content can instill job satis- faction and organizational trust upon disclosure. A survey was deployed resulting in a conve- nience sample of 269 employees, working at Literature review least 8 hours a week for an employer. Freelanc- ers and business owners were excluded. Seven Prior research indicates a positive link between organizational transparency and employee per- dimensions of transparency perceptions were formance. Transparency is seen as a way to em- measured, as well as organizational trust and job power employees and improve the quality and satisfaction. speed of decision-making. While transparency is Results and conclusions usually defined as the disclosure of information, it is also a highly subjective concept as it refers The findings revealed that transparency is not to the extent that the information is deemed ‘ac- always related to positive outcomes, and can 4 ABSTRACTS 144 even have negative consequences. Transparency ganizational behavior predictable, and can give in (1) decisions and policies and (2) employee employees insight into the aims and strategies of behavior monitoring were positively related to the organization. Such insight can generate or- job satisfaction. Both relationships were medi- ganizational trust, which makes employees more ated by organizational trust. This supports the satisfied with their jobs. Furthermore, organiza- much-heard notion that employees are appre- tions have an obligation to be open about the ciates organizations that are open about topics data the organization gathers about its employ- that matter to them because this openness instills ees. When organizations appear secretive about trust. However, transparency in (3) board and their employee monitoring programs, employees management structures, (4) financial account- may feel like they are secretly being watched, ing, (5) investments, and (6) employee efforts which harms trust and satisfaction. and rewards were not associated with job sat- isfaction or organizational trust. Not all topics However, perceived transparency does not always appear to be important for employees and trans- translate in trust and satisfaction: some (perhaps parency in those fields do not affect employees more technical) information may require too much expertise and effort to make sense of, may much. Finally, the study showed that transpar- raise new questions, or may contribute to infor- ency in (7) salaries is negatively related to or- mation overload. Furthermore, employees may ganizational trust. The disclosure of confidential not always understand and appreciate the rele- information (such as the height of salaries) can vance of such information for their own situa- harm organizational trust. tion. Finally, the disclosure of salary information Practical and social implications can violate the trust in the employer because employees expect such information to remain These findings indicate that, rather than uncrit- confidential. A trust relationship also implies ically pursuing the transparency-ideal, organi- confidentiality about the arrangements between zations need to get smarter about which infor- those parties. mation to disclose or withhold. The perceived References disclosure of different types of information has very different effects on employees. First, it is Rawlins, B. (2009). Give the emperor a mirror: very important that employees perceive the orga- Toward developing a stakeholder measure- nization to be open about policies and decisions ment of organizational transparency. Journal because such information can make (future) or- of Public Relations Research, 21(1), 71-99. 4 ABSTRACTS 145 Immersive CSR? Exploring the Potential of Immersive Storytelling in Public Relations and CSR-Communication Riccardo Wagner Macromedia University of Applied Sciences (Germany) Sebastian Pranz Macromedia University of Applied Sciences (Germany) Introduction and purpose of the study immediacy and direct experience”, e.g. the long- term effects of climate change and its “complex- When asked about the most important techni- ity and uncertainty” (Wibeck, 2014). Another cal developments for future society, Apple CEO problem of making sustainability issues salient Tim Cook just recently emphasized the potential in public communication lies in its unseen and of AR: “My view is it’s the next big thing, and intangible character (Moser & Dilling, 2004). it will pervade our entire lives.” (Burke, 2020). Therefore, laypeople seem to have difficulties It’s already been two decades of media prac- understanding the underlying problems. (Ster- tice since the concept of Augmented Reality has man & Sweeney, 2007). been introduced and precisely defined by Azuma (Azuma, 1997) and Milgram et al. (Milgram et For organizational communication, which is be- al., 1995), but just recently there has been an ing examined here in particular, further specific increasing number of studies, ranging from ur- challenges are emerging. Not only are most cus- ban studies (Burd, 2008; Manovich, 2006; Pranz tomers and employees’ laymen, but communi- et al., 2020), media studie s (Caldera-Serrano & cation with these target groups primarily serves León-Moreno, 2016; Nielsen & Sheets, 2019; other goals than the ecological shift in attitude Ross, 2018; Rupp et al., 2016) to journalism and behavior. Customers want efficient and cred- studies (Aitamurto, 2019; Lewinski, 2018; Shin ible information about products and services, & Biocca, 2018). employees want clear and precise information to fulfil their duties. The willingness and ability to In this paper, we focus on the potential immer- go beyond this is not very well developed against sive storytelling (IS) has for Public Relations in the background of information overload and ev- general, and for Corporate Social Responsibility er-increasing workloads. (Wagner, 2019). communication in particular. Since, there is also expanding evidence, that the potential of CSR Nevertheless, organizations are required to con-or sustainability communication is still under- tribute to a more sustainable society (Ihlen, developed. 2009; Averchenkova et.al., 2016). To engage and inspire customers and employees’ new ways Short literature review must be explored to win the fight for attention and to facilitate sensemaking processes (Gioia Among the main barriers that communicators and Chittipeddi, 1991; Weick, 1995; Weick et.al., face in trying to convey the issue are the “lack of 2005; Maitlis and Sonenshein, 2010; Morsing 4 ABSTRACTS 146 & Schultz, 2006) in order to induce behavioral Literature changes (Nijhof and Jeurrissen, 2006; van Vur- ren and Elving, 2008). It is here important to Aitamurto, T. (2019). Normative paradoxes in note that the natural medium of sensemaking is 360° journalism: Contested accuracy and ob- narrative (Taylor, 2009) – people must be emo- jectivity. New Media & Society, 21(1), 3–19. tionally engaged, enabled to narrate by them- https://doi.org/10.1177/1461444818785153 selves and among themselves. Averchenkova, A., Crick, F., Kocornik-Mina, On this background immersive media (Slater & A., Leck, H., & Surminski, S. (2016). Multi- Wilbur, 1997), such as Virtual Reality, Augment- national and large national corporations and ed Reality and 360-degree video, offer a spe- climate adaptation: are we asking the right cial potential. In consideration of similar fields questions? A review of current knowledge and of application like journalism (Lewinski, 2018; a new research perspective. Wiley Interdisciplin- Paíno Ambrosio & Rodríguez Fidalgo, 2019) ary Reviews: Climate Change, 7(4), 517–536. or marketing (Jung et al., 2020), we assume Azuma, R. T. (1997). A Survey of Augment-that immersive storytelling has great potential ed Reality. Presence: Teleoperators and Virtu- in communicating complex topics like climate al Environments, 6(4), 355–385. https://doi. change (Neuberger, 2019) and could raise the org/10.1162/pres.1997.6.4.355 level of user engagement (Shin & Biocca, 2018) Burd, G. (2008). The Mediated Metropolis as Methodology Medium and Message. International Communi- cation Gazette, 70(3–4), 209–222. https://doi. In order to identify the potential of IS has for org/10.1177/1748048508089948 CSR Communication, we conducted a study that Burke, E. (2020, Januar 22). Tim Cook: ‘AR is based on two questions: (RQ 1) In how far is immersive storytelling used to communicate top- will pervade our entire lives’. Silicon Republic. ics in the field of CSR? (RQ 2) How do CSR and https://www.siliconrepublic.com/machines/ PR experts perceive the potential of immersive sto- tim-cook-ar-war-ducks-healthtech rytelling. To answer the RQs this study used a Caldera-Serrano, J., & León-Moreno, J.-A. (2016). mixed-methods approach: We conducted a con- Implications of augmented reality in the man- tent analysis of a sample from German company agement of television audiovisual information. websites (n=210); we further draw on survey Journal of Information Science, 42(5), 675–680. data collected from an online survey (n=140). https://doi.org/10.1177/0165551515608341 The quantitative data is contextualized through Gioia, D.A., Chittipeddi, K. (1991) Sensemaking qualitative narrative interviews with PR-pro- and Sensegiving in strategic Change Initiation. fessionals (n=20) and a focus group discussion Strategic Management Journal, Vol. 12, 433-448 (n=18). Ihlen, O. (2009). Business and Climate Change: Results The Climate Response of the World’s 30 Larg- est Corporations, Environmental Communica- The data collection took place from December tion Vol. 3, No. 2, July 2009, pp. 244- 262 2019 to January 2020; data analysis will be finished by April 2020. Jung, T., Dieck, M. C. tom, & Rauschnabel, P. A. (Hrsg.). (2020). Augmented Reality and Virtual Keywords: CSR, CSR-Communication, immersive Reality—Changing Realities in a Dynamic World. Media, Storytelling, AR, VR Springer. 4 ABSTRACTS 147 Lewinski, K. von (Hrsg.). (2018). Immersi- Nijhof, A., Jeurissen, R. (2006) Editorial: a ver Journalismus: Technik - Wirkung - Regulie- sensemaking perspective on corporate social rung (Bd. 60). transcript Verlag. https://doi. responsibility: introduction to the special is- org/10.14361/9783839446690 sue. Business Ethics: A European Review, Vol.15, Maitlis, S., Sonenshein, S. (2010) Sensemaking Nr.4:316-322 in Crisis and Change: Inspiration and Insights Paíno Ambrosio, A., & Rodríguez Fidalgo, M. From Weick (1988). Journal of Management I. (2019). Proposal for a new communica- Studies, Vol. 47, Nr.3:551-580 tive model in immersive journalism. Jour- Manovich, L. (2006). The poetics of augmented nalism, 146488491986971. https://doi. space. Visual Communication, 5(2), 219–240. org/10.1177/1464884919869710 https://doi.org/10.1177/1470357206065527 Pranz, S., Nestler, S., & Neuburg, K. (2020). Milgram, P., Takemura, H., Utsumi, A., & Kishi- Digital Topographies. Using AR to Represent no, F. (1995). Augmented reality: A class of Archival Material in Urban Space. In T. Jung, displays on the reality-virtuality continuum M. C. tom Dieck, & P. Rauschnabel (Hrsg.), Augmented Reality and Virtual Reality—Changing (H. Das, Hrsg.; S. 282–292). https://doi. Realities in a Dynamic World. Springer. org/10.1117/12.197321 Ross, M. (2018). Virtual Reality’s New Syn- Morsing, M., Schultz, M. (2006) Corporate So- esthetic Possibilities. Television & New cial Responsibility: stakeholder information, Media, 152747641880524. https://doi. response and involvement strategies. Business org/10.1177/1527476418805240 Ethics: A European Review, Vol.15, Nr.4:323- 338 Rupp, M. A., Kozachuk, J., Michaelis, J. R., Odet- te, K. L., Smither, J. A., & McConnell, D. S. Mori, C., Osada, T., Ohmori, N., & Morimoto, (2016). The effects of immersiveness and fu- A. (2016). INTRODUCING AUGMENT- ture VR expectations on subjec-tive-experienc- ED REALITY FOR PUBLIC RELATIONS OF es during an educational 360° video. Proceed- THE LRT PLAN IN UTSUNOMIYA. Journal ings of the Human Factors and Ergonomics Society of Japan Society of Civil Engineers, Ser. D3 (In- Annual Meeting, 60(1), 2108–2112. https:// frastructure Planning and Management), 72(5), doi.org/10.1177/1541931213601477 I_261-I_268. https://doi.org/10.2208/jsce- jipm.72.I_261 Shin, D., & Biocca, F. (2018). Exploring im- mersive experience in journalism. New Media Moser, S. C., & Dilling, L. (2004). Making cli- & Society, 20(8), 2800–2823. https://doi. mate hot. Environment: Science and Policy for org/10.1177/1461444817733133 Sustainable Development, 46(10), 32-46 Slater, M., & Wilbur, S. (1997). A framework Neuberger, C. (2019). Journalismus und Kom- for immersive virtual environments (FiVE): plexität. In B. Dernbach, A. Godulla, & A. Sehl Speculations on the role of presence in virtual (Hrsg.), Komplexität im Journalismus (S. 31– environments. Presence: Teleoperators and Virtu- 39). Springer Fachmedien Wiesbaden. https:// al Environments 6, 6, 603–616. doi.org/10.1007/978-3-658-22860-6_3 Sterman, J. D., & Sweeney, L. B. (2007). Un- Nielsen, S. L., & Sheets, P. (2019). Virtual hype derstanding public complacency about cli- meets reality: Users’ perception of immersive mate change: Adults’ mental models of climate journalism. Journalism, 146488491986939. change violate conservation of matter . Climatic https://doi.org/10.1177/1464884919869399 Change, 80(3-4), 213-238. 4 ABSTRACTS 148 Van Vuuren, M., Elving, W.J.L (2008) Commu- nication, sensemaking and change as a chord of three strands - Practical implications and a research agenda for communicating organiza- tional change. In: Corporate Communications: An International Journal Vol. 13, Nr. 3, 349- 359 Vlachos, P.A., Panagopoulos, N.G., Bachrach, D.G., Morgeson, F..P (2017). The effects of managerial and employee attributions for cor- porate social responsibility initiatives. Journal of Organizational Behavior, Vol.38, Nr.7. 1111– 1129. Wagner, R. (2019). Effektive Interne CSR-Kom- munikation, Springer Gabler, Wiesbaden Weick K.E. (1995) Sensemaking in Organizations. Sage, Thousand Oaks Weick, K.E., Sutcliffe, K.M., Obstfeld, D. (2005). Organizing and the Process of Sensemaking. Organization Science, Vol.16, Nr. 4 409-421. Wibeck, V. (2014). Enhancing learning, com- munication and public engagement about cli- mate change–some lessons from recent litera- ture. Environmental Education Research, 20(3), 387-411. 4 ABSTRACTS 149 An employee-centered model: Intrinsic and extrinsic motivation for CSR, morality and organizational identification Yijing Wang Erasmus University Rotterdam (The Netherlands) Anne-Marie van Prooijen Erasmus University Rotterdam (The Netherlands) Introduction and purpose of the study working at a multinational alcoholic beverag- es company in Russia. In total 622 employees Prior research argues that inconsistent CSR participated in the online survey, out of which strategies, such as larger external than internal 481 completed the questionnaire. The dataset efforts, can reduce employees’ identification (n=481) was analyzed through structural equa- with an organization. However, the mechanism tion modeling. through which external CSR and internal CSR may affect organizational identification differ- Results and Conclusions ently remains unaddressed. This research exam- ines the mediation roles of intrinsic and extrinsic The results provide insightful evidence with motivation for CSR as well as perceived organi- regard to how different types of CSR are per- zational morality in the relationship of CSR and ceived among employees. First, we confirm that organizational identification. internal CSR influences intrinsic motivation and perceived organizational morality, which in turn Literature review influences organizational identification. Second, Drawing on social identity theory and attribu- we found that external CSR has a negative di- tion theory, we distinguish internal CSR (i.e. rect effect on perceived organizational morality, meeting employees’ need for safety and security) but a positive mediated effect on perceived or- and external CSR (i.e. meeting employees’ need ganizational morality through extrinsic motiva- for distinctiveness), and argue that the impact of tion. This result can be potentially explained by internal CSR on organizational identification is a mixed feeling of the employees: They do not mediated by intrinsic motivation and perceived recognize a direct linkage of external CSR with organizational morality. On the other hand, the organizational morality, but can understand impact of external CSR is predicted to be medi- the value of external CSR on enhancing extrin- ated by extrinsic motivation and perceived orga- sic motivation which will in turn contribute to nizational morality. justifying organizational morality. Next, the re- sults indicate that organizational identification is Methodology mainly affected by internal CSR, and only mar- ginally by external CSR. The proposed mediation effects are empirical- ly tested through a survey among professionals 4 ABSTRACTS 150 Practical and social implications This research contributes to our understanding of the psychological mechanisms underlying im- pactful employee judgements of CSR strategies. It provides important guidance for organizations in aligning employees through committing to specific CSR strategy and active CSR communi- cation within the organization. 4 ABSTRACTS 151 Key-Opinion-Consumers (KOCs): the emerging influencers contributing to the purchase intention Shih Chia Wu The Chinese University of Hong Kong (Hong Kong, SAR China) Tsz Man Cheung The Chinese University of Hong Kong (Hong Kong, SAR China) Wing Chee Tang The Chinese University of Hong Kong (Hong Kong, SAR China) Introduction and purpose of the study and attributes of source credibility to KOCs. Key Opinion Leaders (KOLs) have been prov- Literature review en as an effective way in affecting consumers’ purchase intention (Dhanesh & Duthler, 2019). Source credibility model (Ohanian, 1990) As KOLs’ endorsement gradually turns to paid claimed that the reliability of a message depends sponsorship by brands and public relations agen- on a perceived level of attractiveness, exper- cies, the effectiveness of using KOLs as a way tise and trustworthiness of an endorser, such as of communication is decreased in Hong Kong KOLs or KOCs. A scale was constructed to mea- (Tang, 2017). While the potency of employing sure the source credibility. KOLs started diminishing, the use of Key Opin- ion Customers (KOCs) as a novel means has The definitions, nature and audiences between started emerging. KOLs (Katz, Lazarsfeld & Roper, 1955; Kotcher & Nisbet, 2009; Misci Kip & Uzunoglu, 2014) Key Opinion Customers, or Key Opinion Con- and KOCs, were also investigated through liter- sumers (KOCs), is a newly developed concept ature review. that emerged and claimed to be more favorable in building a brand’s image (Digital Business Methodology Lab, 2019). KOCs refers to a group of general consumers, who provide product reviews and Online quantitative survey was conducted tar- trial experiences from consumer perspectives, geting interviewees who lived in Hong Kong for and spread their content via private accounts on over 180 days in 2019 and purchased kids and social media networks. KOCs are viewed as au- parenting products or services from Aug 1 to thentic-oriented and are more credible (Digital Oct 31, 2019. KOLs and KOCs definitions were Business Lab, 2019). This study aims to investi- stated in the survey and only those who declared gate KOCs, as influencers, whose impact on con- themselves to understand the definitions were sumer and what are the major inherent factors valid samples. 4 ABSTRACTS 152 Snowball sampling was made through social authenticity concerns, KOCs might be linchpin media networks, including Whatsapp, Facebook influencers than KOLs in certain industries, such inbox messages and posts on Facebook pages as maternal and child products. related to parenting groups. Data were collect- ed during the period from November 14 to 17, Practical and social implications 2019, and a total sample of N=147 were re- ceived, where 111 were valid. Along with the results where KOCs have been proven to have a significant impact on custom- Results and conclusion ers’ purchase intention, practitioners may con- sider adopting different influencers, such as Based on a 5-points scale, results indicated that KOCs, in certain context where authentic word- KOCs (mean=3.90) have a greater impact on of-mouth does have an impact. When choosing related purchase intention than that of KOLs KOCs, trustworthiness and expertise factors (mean=2.88), who have neutral impact in the would be considered first than attractiveness in kids and parenting industry in Hong Kong. Fur- kids and parents industry. thermore, the results indicated that the selected inherent factors of KOCs and KOLs, i.e. trust- This study illustrated the potential investigation worthiness, attractiveness and expertise, could all into KOCs communication and its effectiveness. Researchers could further study related topics positively affect the purchase intention of gen- in a bigger scale or in other industries such as eral consumers. Out of the three factors, trust- healthcare or financial fields, where authenticity worthiness (mean=3.95) is the most important and credibility of the word-of-mouth is of high source of power of KOCs as they influence gen- requirement. (word count: 715) eral public’s purchase intention. It is worthwhile to learn that sexy-not sexy is the least import- Keywords: key-opinion-leader, key-opinion-con- ant attribute of attractiveness to both KOCs sumer, key-opinion-customer, kids-and-parenting, (mean=2.11) and KOLs (mean=2.30). purchase intention Results also demonstrated that trustworthiness, References attractiveness and expertise have a strong positive correlation to KOCs in their influences on the Digital Business Lab. (November 29, 2019). related purchase intention. Particularly, purchase Key Opinion Consumers: Chinas latest influ- intention is strongly related to trustworthiness encer trend is expanding! Retrieved January and expertise of KOCs (r>.8) while trustworthi- 26, 2020, from https://digital-business-lab. ness and attractiveness (r>.5), and attractiveness com/2019/11/koc-key-opinion-consumers/ and expertise (r>.5) also play important roles Dhanesh, G., & Duthler, G. (2019). Relationship in influencing related decision-making behavior. management through social media influencers: effects of followers’ awareness of paid endorse- The study concluded that KOLs have less im- ment. Public Relations Review, 45(3), 40-52. pact on general consumers’ purchase intention when it comes to kids and parenting products Ohanian, R. (1990). Construction and valida- or services in Hong Kong, which is different tion of a scale to measure celebrity endors- from Dhanesha and Duthler’s 2019 study. The ers’ perceived expertise, trustworthiness, and findings revealed that KOCs, a newly developed attractiveness. Journal of Advertising, 19(3), 39-52. group of influencers, who have a greater positive impact on consumers than that of KOLs. Due to 4 ABSTRACTS 153 Are Likers All Buyers? Effects of Storytelling Strategies of WeChat’s Sponsored Content on Chinese Millennials’ Brand Favorability, Purchase Intention and Word-of-Mouth Mengmeng Zhao Hang Seng University of Hong Kong (Hong Kong, SAR China) Xiaying Xu Beijing Normal University-Hong Kong (Hong Kong, SAR China) Introduction and purpose of the study lion) per year by producing sponsored content (Li, 2019). But do these brands get their mon- Social media are critical for brand communi- ey’s worth? cators today. As China has become the world’s largest emerging market, understanding how The effectiveness of branded content has been Chinese consumers process online information an abiding interest for marketing public rela- is indispensable for international brands. How- tions scholars (Campbell & Marks, 2015; Carl- ever, studies on sponsored content are largely son, 2015; Hart, 2014; Hwang & Jeong, 2018), based on Western media platforms (Voorveld et while a distinctive type of content on WeChat al. 2018; Smith, 2017). remains unexamined. Instead of using “paid” or WeChat, the largest social media app in China, “ad” as traditional sponsored content does, WPA had over 1.15 billion monthly active users as of authors use “plot twist”, a literary technique that Q2 2019, and 86.2% are 18-36 years old (Statis- introduces a radical direction change or un- ta, 2020). WeChat Public Accounts (WPAs), a expected outcome of the story, to disclose the key and popular functional module of WeChat, sponsorship: The narrative starts with an ordi- is similar to Facebook pages where users can fol- nary and irrelevant story; as the story towards low their favorite KOLs and brands to receive the end, the sponsorship suddenly emerges. This pushed articles. WPAs has become an integral “seamless transition” exhibits playfulness while tool for brands to build relationships with their often generates controversy among readers: potential and existing customers. It greatly con- Some praise its innovativeness, while some feel tributes to Tencent’s (WeChat’s parent compa- betrayed. Although this phenomenon has gone ny) annual advertising revenue of RMB25.61 viral among over one billion WeChat users, the billion (approximately $3.8 billion) (Tencent, types of disclosing strategies, the rationales be-2018). Some Internet celebrities make as much hind the strategies and their effectiveness still as RMB100 million (approximately $14.8 mil- lack attention from academia. 4 ABSTRACTS 154 This study aims to answer two questions: • Associative narrative: the sponsored prod- • What storytelling strategies best motivate uct/service and the story have inherent logi- consumers’ brand favorability, purchase in- cal connection (e.g. the article begins with a tention and word-of-mouth? wedding or relationship-related story  ends with a jewelry or photo frame brand) • How perceived deceptiveness and perceived innovativeness of the article mediate the im- Methodology pact of storytelling strategies on consumers’ brand favorability, purchase intention and A 2 (product-related vs. recommender-relat-word-of-mouth? ed) x 3 (three story narratives) is conducted to test the effectiveness of different storytelling Literature review combination on consumers’ brand favorability, purchase intention and word-of-mouth. A vir- The signaling theory provides a framework to tue brand of speakers is used in the stimulus to understand how informational cues (i.e., sig- avoid confounding factors. Representing China’s nals) are conveyed by one party to another to main consumer force (Dudarenok, 2018) and facilitate a favourable attitude or action (Mav- major WeChat users, 300 millennials (born be- lanova, Benbunan-Fich, & Lang, 2016). Brands tween 1980-early 2000) are recruited in the ex- interacts with their existing and potential audi- periment. Perceived deceptiveness and perceived ences by sponsoring the KOLs (mostly Internet innovativeness are examined to see whether they celebrities), hoping to convey quality informa- act as mediators between IVs and consumers’ re- tional cues (product-related signals) to influ- sponses. ence people’s brand attitude and buying deci- sion. Meanwhile, the KOLs, also need to build Results and conclusions affective bonds with their followers on WPAs via person-related signals to stimulate trust. In The study is in progress and will be completed this study, we categorize the information cues in around three months. Some preliminary re-conveyed by the sponsored articles into product- sults from pilot study include: Problem-solution and recommender-related characteristics (Chen, narrative with product-related signal generates Lu, Wang, & Pan, 2019; Li, Srinivasan, & Sun, more trust and less perceived deceptiveness, 2009). less perceived innovativeness, and lower level of word-of-mouth, while associative narrative with Additionally, referencing to Frow’s (2015) product-related signal produces higher level of genre theory and Gerrig’s (1993) narrative perceived innovativeness, brand favorability and transportation theory, our preliminary study on intention to share with others, but lower level of 100 recent sponsored content on WeChat iden- purchase intention. “Likers may not be buyers”. tified three storytelling strategies: • Problem-solution narrative: the sponsored Limitations and suggestions for future reproduct/service is disclosed as a solution for search a problem; The study is limited to the context of WeChat • Analogy narrative: the sponsored product/ and Millennials, therefore the research results service and the first half of the storyline may not be generalizable to other ages and cul- share common characteristics (e.g. the ar- tures. Future studies can test the model on other ticle begins with a story about masculinity social media platforms such as Twitter or Face- ends with a sportscar) book. Moreover, product type and involvement 4 ABSTRACTS 155 can be considered in future studies. Practical and social implications The study represents the first investigation into the storytelling strategies of WeChat’s sponsored article, emphasizing the importance of informa- tion cues and storytelling, contributing to the re- search stream of the genres of branded content strategies and their effectiveness, providing val- ueble insights to both communication research- ers and brand communicators. Keywords: Mass media effect, WeChat, Sponsored content, Chinese consumers If you like to put your busy schedule on hold to take time for a fresh and wholesome meal, then the Minute products are perfect for you. 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