Reboot: Should Organizations Rediscover Communication with Internal & External Stakeholders? BledCom 2022 29th International Public Relations Research Symposium July 1-2, 2022 Book of Abstracts of the 29th International Public Relations Research Symposium BledCom EDITORS: Dejan Verčič, Ana Tkalac Verčič and Krishnamurthy Sriramesh Organized by: University of Ljubljana Faculty of Social Sciences Reboot: Should Organizations Rediscover Communication with Internal & External Stakeholders? Book of Abstracts of the 29th International Public Relations Research Symposium BledCom July 1-2, 2022 EDITORS: Dejan Verčič Ana Tkalac Verčič Krishnamurthy Sriramesh PUBLISHED BY: University of Ljubljana Faculty of Social Sciences Kardeljeva ploščad 5 1000 Ljubljana Slovenia COPYRIGHT: University of Ljubljana, Faculty of Social Sciences AVAILABLE AT: https://www.bledcom.com/... Ljubljana, 2022 Kataložni zapis o publikaciji (CIP) pripravili v Narodni in univerzitetni knjižnici v Ljubljani COBISS.SI-ID 112901379 ISBN 978-961-295-021-7 (PDF) CONTENTS 3 1. Introduction 12 2. Editors 13 3. Authors 14 4. Paper Abstracts 34 PAPER ABSTRACTS 34 A Decade of Theoretical Frameworks in Social Media Research in Public Relations Avidar, Ruth, The Max Stern Yezreel Valley College (Israel) Roth-Cohen, Osnat, Ariel University (Israel) 36 Power of words and angry online publics: A study of discursive muscularity in networked mobilization of fan groups in China Ban, Zhuo, University of Cincinnati (USA) 38 PR Education: Reloaded. The Pandemic’s Legacy for Public Relations Teachers and Students Barlik, Jacek, University of Warsaw (Poland) 40 Adopting a network perspective for stakeholder engagement and research during Covid- 19: The case of GBV research among private sector organisations in South Africa Benecke, Dalien René, University of Johannesburg (South Africa) Davis, Corné, University of Johannesburg (South Africa) 42 Reboot: Rediscover Communication with Internal and External Stakeholders through Engagement on Social Issues Bernardino, Paula, Credibility Institute (Canada) CONTENTS 4 44 Governmental Use of Social Media and AI during Disasters, Crises, and Emergency Response Bowen, Shannon A., University of South Carolina (USA) 46 “It’s just a job” Public relations careers in the sex industry Bridgen, Elizabeth, Sheffield Hallam University (UK) 48 The impact of marketing communication strategies on online consumer-brand community engagement during COVID-19 pandemic Chan, Chun-Hsiang, Taipei Medical University (Taiwan) Wu, Shih-Chia, The Chinese University of Hong Kong (Hong Kong, SAR China) 51 All the lonely people: Considering the attributes of audiences who consume and share untruthful content Chmiel, Michal, Royal Holloway, University of London (UK) Thompson, Gareth, London College of Communication, UAL (UK) 53 Establishing ‘tacit’ support as ‘CSR risk’: The case study of Boohoo and Black Lives Matter Clarke, Faye, Pembroke and Rye (UK) Read, Kevin, University of Greenwich (UK) 55 Reboot communication job search after Covid-19 pandemic: an empirical analysis Colleoni, Elanor, Università IULM (Italy) Murtarelli, Grazia, Università IULM (Italy) Romenti, Stefania, Università IULM (Italy) 58 Analysis of the WHO’s social networking communication strategies during the COVID-19 infodemic: The consequences of managing Facebook page according to a diffusionist logic David, Marc D., Université de Sherbrooke (Canada) Carignan, Marie-Eve, Université de Sherbrooke (Canada) Champagne-Poirier, Olivier, Université de Sherbrooke (Canada) St-Pierre, Claudia, Université de Sherbrooke (Canada) CONTENTS 5 61 Role of the reflective (communication) strategist in obtaining social intelligence as part of environmental assessment: A case study of International Airport X Davids, Deidre, Cape Peninsula University of Technology (South Africa) 63 Dear COVID-19, Message from Employee Diaries: Reformulating Employee Communication with the Pandemic Görpe, Tevhide Serra, University of Sharjah (U.A.E.) Öksuz, Burcu, Izmir Katip Celebi University (Turkey) 65 Global Capability Framework in Turkey: Findings of the Delphi Study on Public Relations and Communication Profession Capabilities Görpe, Tevhide Serra, University of Sharjah (U.A.E.) Öksuz, Burcu, Izmir Katip Celebi University (Turkey) 67 The emotional toll of the Covid 19 pandemic on health communicators and its leadership effects Gregory, Anne, Huddersfield University Business School (UK) Davies, Eleanor, Huddersfield University Business School (UK) 69 Engaging Teachers through Effective Communication: Restarting the Government Communication in Education Hejlová, Denisa, Charles University (Czech Republic) Ježková, Tereza, Charles University (Czech Republic) Klabíková Rábová, Tereza, Charles University (Czech Republic) Konrádová, Marcela, Charles University (Czech Republic) Koudelková, Petra, Charles University (Czech Republic) Schneiderová, Soňa, Charles University (Czech Republic) 73 Actions speak louder than words. Though we see the same world, we see it through different eyes (Woolf, 1938, p.18) Hewson, Sinead, Webster University (The Netherlands) 75 Leading corporate communication practices for non-profit organisations in South Africa to reboot themselves and ensure purposeful communication with all stakeholders Holtzhausen, Lida, North-West University (South Africa) CONTENTS 6 77 Renewed interest in internal communication following the pandemic: How to consolidate its strategic role and meet the new demands of employees? Horlait, Déborah, Catholic University of Louvain, LASCO (Belgium) 79 It’s good for our reputation (?!) The impact of socio-political CEO communication on corporate reputation Jungblut, Marc, Ludwig-Maximilians-Universität München (Germany) Sauter, Simon, Ludwig-Maximilians-Universität München (Germany) 81 The Myth of Emotion-Focused Employee Crisis Communication: How Information-Focused Employee Crisis Communication Drives Post-Crisis Organization Commitment, Intent-to-Perform, and Organizational Trust in Hospitality Employees Kang, Minjeong, Indiana University (USA) 84 Typifying Personal Reputations Latif, Farah, George Mason University (USA) 86 From a VUCA to a BANI world: Has the view and practice of internal communication changed through the pandemic? Le Roux, Tanya, Bournemouth University (UK) Sutton, Lucinda B., North-West University (South Africa) 89 Internal Communication for Positive Organisational Culture Change: A Case Study Leahy, Hanna, Leeds Beckett University (UK) Tench, Ralph, Leeds Beckett University (UK) Arrigoni, Adalberto, Leeds Beckett University (UK) 92 Collecting Communicative Premium for Innovation: How Employees Recompensate Innovative Organization for Legitimation, Innovation, and Reputation Lee, Hyelim, University of Oklahoma (USA) Kim, Jeong-Nam, University of Oklahoma (USA) CONTENTS 7 94 Networked and engaged? Toward a critical framework for internal communication in the public sector Lovari, Alessandro, University of Cagliari (Italy) Materassi, Letizia, University of Florence (Italy) 96 Managing Diverse Stakeholder Expectations through Strategic Ambiguity: A Case Study of Public Sector Communication in Finland Lievonen Matias, University of Jyväskylä (Finland) Valentini, Chiara, University of Jyväskylä (Finland) Badham, Mark, University of Jyväskylä (Finland) 98 The Full-Stack Public Relations: Future-proofing communication management for stakeholder experience delivery and the digital transformation era MacKenzie, Lindsay, McMaster University (Canada) 100 The voice behavior of employees: How can their voice be the supervisors’ favorite sound Mourão, Rita, ESCS (Portugal) 102 Try before you buy: examining the relationship between communication organisations, higher education, and public relations students undertaking WIL Naqvi, Jeff, RMIT University (Australia) 104 Turnover Intentions among Millennial Public Relations Professionals in Latin America Navarro, Cristina, Gulf University for Science and Technology (Kuwait) Moreno, Ángeles, King Juan Carlos University (Spain) Fuentes, Cristina, King Juan Carlos University (Spain) 107 New challenges for the countries in external communications due to fake news blossoming Novoselova, Olga, Corvinus University of Budapest (Hungary) Ildikó Kemény, Corvinus University of Budapest (Hungary) CONTENTS 8 109 The Key to Improving ‘Team Virtuality’: Defining Internal and External Distractors of Virtual Meetings Pakozdi, Ivan, Edward Bernays University College (Croatia) Jakopović, Hrvoje, University of Zagreb (Croatia) Kanajet, Karlo, University of Zagreb (Croatia) 111 Rethinking Internal Communication between “New Normal” and “Next Normal”: An Overview of current and emerging practices Ravazzani, Silvia, Università IULM (Italy) Mazzei, Alessandra, Università IULM (Italy) Butera, Alfonsa, Università IULM (Italy) 113 Mediated Scandals as Show Trials: The Case Study of the COVID-19 Controversy with Serbian tennis player Novak Djokovic Selakovic, Marko, S P Jain School of Global Management (U.A.E.) Samoilenko, Sergei A., George Mason University (USA) Ljepava, Nikolina, American University in the Emirates (U.A.E.) 115 Designing an investor focused communication framework based on dialogic theory: An interpretative qualitative study of publicly listed companies in South Africa Serfontein-Jordaan, Muriel, University of Pretoria (South Africa) 117 Rebooting for the “New Normal” while “Working from Home”? Results from a long-term interview study concerning and Internal Socal Media among up to 500 German companies 2013-2022 Sievert, Holger, Macromedia University (Germany) Meißner, Florian, Macromedia University (Germany) 120 Mind the gap: Reconnecting employees and organizations after remote work during a crisis Steenkamp, Hilke, Zayed University (U.A.E.) Dhanesh, Ganga S., Zayed University (U.A.E.) 122 Role perceptions and challenges of internal communication practitioners in facilitating the shift toward a more flexible work environment Stranzl, Julia, University of Vienna (Austria) Einwiller, Sabine, University of Vienna (Austria) CONTENTS 9 124 Organizational purpose and public relations in hybrid organizations Sueldo, Mariana, ISM University of Management and Economics (Lithuania) Verčič, Dejan, University of Ljubljana and Herman & Partners (Slovenia) 126 Graphical distorsion and Impression Management techniques in Corporate sustainable reporting: An investigation of the sustainability reports in the top 100 companies in Italy Šimunović, Denis, IULM (Italy) Bonaccorso, Giuseppe, IULM (Italy) Murtarelli, Grazia, IULM (Italy) Romenti, Stefania, IULM (Italy) 128 How internal communication contributes to organizational success conditions Špoljarić, Anja, University of Zagreb (Croatia) Najjar Raškaj, Dijana, University of Zagreb (Croatia) Tkalac Verčič, Ana, University of Zagreb (Croatia) 130 From Situational Appraisals to Collective Action: An examination on Asian Americans’ Engagement in Collective Action during the COVID-19 Pandemic Tao, Weiting, University of Miami (USA) Chen, Zifei Fay, University of San Francisco (USA) Sun, Ruoyu, University of Miami (USA) He, Mu, University of Miami (USA) 132 Increasing employee advocacy through supervisor motivating language: The mediating role of psychological conditions Thelen, Patrick D, San Diego State University (USA) Yue, Cen April, University of Connecticut (USA) Verghese, Aniisu K., Sabre Poland (Poland) 134 Organizational culture and remote working in public relations agencies in Greece Triantafillidou, Amalia, University of Western Macedonia (Greece) Yannas, Prodromos, University of Western Macedonia (Greece) CONTENTS 10 136 The Four Realms of Digital Visual Experience: A Theoretical Framework Valentini, Chiara, Jyväskylä University School of Business & Economics (Finland) Mutarelli, Grazia, IULM University (Italy) 138 Employee satisfaction with internal communication in private companies during the first lockdown Vidaković, Ivona, Edward Bernays University College (Croatia) Dabo, Krešimir, Edward Bernays University College (Croatia) Gluvačević, Dejan, Edward Bernays University College (Croatia) 140 To Trust or Not to Trust: Consumer Perceptions of Brand Activism in Times of the Black Lives Matter Movement Wang, Yijing, Erasmus University Rotterdam (The Netherlands) Bouroncle, Linnéa, Erasmus University Rotterdam (The Netherlands) 142 Re-Framing Sustainability in a Pandemic. Understanding Sustainability Attitudes, Behaviors, Visions and Responsibilities for a Post-Covid Future Weder, Franzisca, The University of Queensland (Australia) Elmenreich, Wilfried, Alpen-Adria University of Klagenfurt (Austria) Hübner, Renate, Alpen-Adria University of Klagenfurt (Austria) Sposato, Robert, Alpen-Adria University of Klagenfurt (Austria) Mertl, Stefanie, Alpen-Adria University of Klagenfurt (Austria) 144 Development of an optimal reputation quantifier for the reboot of communication after Covid-19 Westermann, Arne, International School of Management (Germany) Homann, Reimund, IMWF Institute for Management and Economic Research (Germany) Forthmann, Jörg, Faktenkontor GmbH (Germany) 146 Corporate Philantropic Behavior and The Construction of Public Affective Trust. Shopping Spree After Hongxing ERKE Group’s Donation for the 2021 Henan Floods in China Wu, Jing, University of Ljubljana (Slovenia) Gao, Hao, Nanjing Normal University (China) Wang, Wendi, Nanjing Normal University (China) Li, Lina, Shanghai Normal University (China) CONTENTS 11 148 How does the motivation of watching live streaming commerce affect online purchase intention? Wu, Shih-Chia, The Chinese University of Hong Kong (Hong Kong, SAR China) Luk, Wing Hei, The Chinese University of Hong Kong (Hong Kong, SAR China) 150 A study of Memes, Conformity and Watching Intention: Squid Game as an example Wu, Shih-Chia, The Chinese University of Hong Kong (Hong Kong, SAR China) Chiu, Tsz Yan, The Chinese University of Hong Kong (Hong Kong, SAR China) 152 The state of internal communication in Latin America: An international Delphi Yue, Cen April, University of Connecticut (USA) Thelen, Patrick D., San Diego State University (USA) 154 Should we follow this advice? Introducing and testing a framework for assessing quality in communication consulting Zerfass, Ansgar, Leipzig University (Germany) Verčič, Dejan, University of Ljubljana and Herman & Partners (Slovenia) Ziegele, Daniel, Leipzig University (Germany) 157 Virtual stakeholder dialogues: Challenges and opportunities of moving face-to-face formats to online environments Ziegele, Daniel, Leipzig University (Germany) Kurtze, Hannah, Leipzig University (Germany) Zerfass, Ansgar, Leipzig University (Germany) 1 INTRODUCTION 12 Dear Friends and Colleagues, Welcome! Dobrodošli! Swagatam! We are very excited to be back in person (offering a hybrid option for those who are still unable to travel to Bled) for the 29th edition of the International Public Relations Research Symposium (BledCom 2022)! Beautiful Bled is eager for your arrival as are we! As we begin earnestly to resume our “normal” activities, we thought it wise to explore how organizations are beginning to “rediscover” their relationship with internal and external stakeholders prompting us to choose this year’s theme: Reconnect: How Organizations Rediscover Internal & External Stakeholders. We all have witnessed how the pandemic has demonstrated the fragility of humans and the societies we inhabit. During the pandemic, personal relationships were suspended and digitalized. As employees were asked to work from home, the very definition of the ‘workplace’ seems to have been redefined and still evolving. This year’s presentations from a global list of speakers will address these and other questions and issues relevant to our field. We welcome you to BledCom 2022, with renewed enthusiasm and it is indeed a special pleasure to be back in person. As we are attempting a hybrid format for the first time in our 29-year history, we seek your patience and cooperation in making this maiden attempt a success for all participants. Looking ahead, it is our hope that next year we all can meet in person to celebrate a milestone for BledCom – its 30th Anniversary! So, while we celebrate being back in person after a two-year hiatus, we are beginning to plan celebrations for the 30th International Public Relations Symposium (BledCom 2023), scheduled for July 7 – 8, 2023! Thank you! Lep pozdrav! Namaste! 2 EDITORS 13 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 & partners Ltd. Slovenia. He received his PhD from the London School of Economics and Political Science, UK. A Fulbright scholar, recipient of the Pathfinder Award, the highest academic honour bestowed by the Institute for Public Relations (IPR) in New York, and named a Distinguished Public Relations Scholar by the European Public Relations Education and Research Association (EUPRERA). In 1991 he was the founding director of Slovenian national news agency (STA). Organizing the annual International Public Relations Research Symposium – BledCom since 1994. Ana Tkalac Verčič University of Zagreb (Croatia) Ana Tkalac Verčič, Ph.D., is a Full Professor of Marketing communications and Public Relations at the Faculty of Economics and Business, University of Zagreb, Croatia. She is a former Fulbright scholar and a recipient of the Chartered Institute of Public Relations diploma. Ana Tkalac Verčič has authored, co-authored and edited numerous books including Public Relations Metrics: Research and Evaluation (with B. van Ruler and D. Verčič) and is the author of the first Croatian public relations textbook. She has published more than a 100 papers in various academic journals and serves in various editorial boards such as International Journal of Strategic Communication, Journal of Public Relations Research and Public Relations Review. Throughout her career professor Tkalac Verčič has received numerous awards, most recently, GrandPRx, the award for the development of public relations as a profession. She is a former president of the Croatian Public Relations Association. Krishnamurthy Sriramesh University of Colorado (USA) Krishnamurthy Sriramesh, is Professor of Public Relations at the University of Colorado, USA. He is recognized for his scholarship on topics such as global public relations, culture and public relations, corporate social responsibility, and public relations for development. Over 30 years he has advocated the need to reduce ethnocentricity in the public relations body of knowledge and practice in 8 books, over 110 articles and book chapters, and over 120 conference presentations around the world. His rich teaching experience includes teaching at 10 universities on four continents while also delivering seminars/talks in over 40 countries. He has won several awards for teaching and research at different universities including the 2004 Pathfinder Award from the Institute for Public Relations (USA) for “original scholarly research contributing to the public relations body of knowledge” and the PRIDE Award from the National Communication Association (USA). 3 AUTHORS 14 Arrigoni, Adalberto, Leeds Beckett University (UK) Avidar, Ruth, The Max Stern Yezreel Valley College (Israel) • Ruth Avidar (PhD) is the head of the marketing communications track in the Department of Communication at the Max Stern Yezreel Valley College, Israel. She is also a faculty member in the Department of Health Systems Management. Avidar earned her PhD at the University of Haifa and Master of Arts degree in communication and journalism at The Hebrew University of Jerusalem. Avidar is a former public relations practitioner, and her research has focused on online public relations, social media, customer and patient experience, dialogue and new technologies. Avidar is a member of the Center for Internet Research, University of Haifa. Badham, Mark, Jyväskylä University (Finland) • Mark Badham, Ph.D., is Senior Lecturer in Corporate Communication at Jyväskylä University School of Business & Economics, Finland. His research is focused on digital crisis communication, social media engagement, relationship management, organizational legitimacy, and news media roles in mass communication processes. Ban, Zhuo, University of Cincinnati (USA) Barlik, Jacek, University of Warsaw (Poland) • He is an assistant professor at the Faculty of Journalism, Information and Book Studies, the University of Warsaw, Poland (full-time since 2014, previously straddled business career and part-time teaching). He is also a seasoned public relations practitioner, with vast experience as an advisor to major Polish and international corporations, public institutions and NGOs. He has authored articles, chapters and a book on public relations, communication strategies, awareness campaigns, crisis communication, social media, PR theory, sales and persuasion (in Polish and English), and was a Fulbright scholar at the University of Maryland, College Park (USA). Benecke, Dalien René, University of Johannesburg (South Africa) • D Litt et Phil (2019) under supervision of late Prof Sonja Verwey with the title “ Social representation of PR activism in selected early-career South African Public Relations Practitioners. Rene is Associate Professor in Department of Strategic Communication and specializes in experiential learning for strategic communication students, activism, community influencers, network theory, internal communication and leadership. She is coordinating various work integrated learning placements for students and community engagements. She also mentors the Students’ Public Relations Association (SPRA). She served as President of the professional body the Public Relations Association of Southern Africa (PRISA) during 2019/20 and also holds the portfolio Education, Training and Research. Rene believes in providing students with the opportunity to make a difference in society through their experiential learning actions. Her community involvement includes the development of young practitioners through active citizenship. For more detail on her publications visit: https://www.uj.ac.za/members/prof-rene-benecke/ 3 AUTHORS 15 Bernardino, Paula, Credibility Institute (Canada) • Strategic Communication Management Professional (SCMP) with more than 15 years of experience working for large global corporations and not-for-profit organizations, Paula Bernardino is now a strategic consultant in communications and corporate social responsibility while also guest speaking at conferences and panels on sustainability, corporate social responsibility and strategic communications. She also collaborates with the Credibility Institute in Canada as their CSR Expert - Senior Strategist and Associate Research. She is also a course lecturer at McGill University in the Public Relations program and an instructor in the Professional Development Institute at the University of Ottawa. Her study “Engaging Employees through Corporate Social Responsibility Programs” won the “Best Paper – Practitioner” award at 2020 CCI Milan Conference on Corporate Communication on September 17, 2020. Bonaccorso, Giuseppe, IULM University Milan (Italy) • Giuseppe Bonaccorso is currently Ph.D. student in Markets, Communication and Society at IULM University in Milan. His field of research concerns the use of rhetoric in corporate sustainability communications, sustainability reporting and impression management. Bouroncle, Linnéa, Erasmus University Rotterdam (The Netherlands) Bowen, Shannon A. , University of South Carolina (USA) • Shannon A. Bowen (Ph.D. Univ. of Maryland) is a full Professor at the University of South Carolina. Her research focuses on ethical decision making and issues management, as well as c-suite inclusion and contributions by public relations. Dr Bowen teaches and researches ethics across corporations, pharmaceutical firms, governmental entities, and the public relations industry. Her most recent book uses grant-based research to explicate “Excellence in Internal Communication Management” (2017; Business Expert Press) with Rita L. Men. Dr Bowen is one of three joint-editors for the journal Ethical Space: The International Journal of Communication Ethics. She sits on the Board of Trustees of the Arthur W. Page Society and has won numerous awards for her research. Bridgen, Liz, 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. 3 AUTHORS 16 Butera, Alfonsa, Università IULM (Italy) • Alfonsa Butera is Adjunct Professor of Corporate Communication and Head of Coordination and Researcher of the Centre for Employee Relations and Communication at Università IULM, Italy. She is a freelance consultant in the field of corporate communication, dealing with the strategic planning and operational management of the communication activities of B2B and B2C customers operating in various industrial sectors. Her main research interests are employee communication and engagement, internal crisis communication, employee voice and silence, media relations. Carignan, Marie-Eve, Université de Sherbrooke (Canada) • Marie-Eve Carignan, Ph.D, is an associate professor in the Department of Communication at the Université de Sherbrooke and director of the Media Division of the UNESCO Chair in Prevention of Radicalisation and Violent Extremism (UNESCO-PREV Chair). Her research focuses mainly on the impact of media in society, disinformation, risk and crisis communication, and communication strategies. She has contributed to several collective works and published in national and international journals in communication, health, journalism and history. She has extensive professional experience in communications and public relations in small and large organizations. Champagne-Poirier, Olivier, Université de l’Ontario (Canada) • Olivier Champagne-Poirier is a professor in the Department of Communication at the Université de Sherbrooke in Québec, Canada. He holds a doctorate from the Université du Québec a Trois-Rivières and has completed a postdoctoral fellowship at the Université de l’Ontario français. In the last 10 years, he has built an expertise in different fields, namely “communication and culture”, “mediatic discourse analysis” and “risk and crisis communication”. He specializes in qualitative research and has worked on numerous projects related to: COVID-19; different Canadian natural and industrial disasters; and various terrorist attacks in several countries around the world. Chan, Chun-Hsiang, Taipei Medical University (Taiwan) • Chun-Hsiang Chan is a PostDoc at Taipei Medical University. He received his Ph.D. from the Department of Geography, National Taiwan University. His recent research on the human dynamics (human-to-human and human-to-environment interactions) during the geographical process provides policy insights to industry stakeholders and government. He has experienced Data Analysis with a demonstrated history of working in the academic and information industry. He has skilled in complex network analysis, social media engagement, spatial statistics, and the air transportation market. Strong spatial and social network professional with a Ph.D. focus on the Integrated Market Analysis of Aviation Market and COVID-19 impact on public health and social media engagement. 3 AUTHORS 17 Chen, Zifei Fay, University of San Francisco (USA) • Zifei Fay Chen, Ph.D., is an assistant professor of public relations in the Communication Studies Department at the University of San Francisco, San Francisco, CA, USA. Her research interests include corporate social responsibility, social media strategies, startup and entrepre-neurial public relations, and crisis communication and management. Chiu, Ariel, The Chinese University of Hong Kong (Hong Kong, China) • Ariel Chiu is a master student in Corporate Communication at The Chinese University of Hong Kong (CUHK) and a marketer. With the marketing and communication background, she is broadly interested in social media influence, user behaviour and engagement. Chmiel, Michal, Royal Holloway, University of London (UK) • 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. Clarke, Faye, Pembroke and Rye (UK) • Faye is a Senior Account Executive at London based strategic PR consultancy, Pembroke and Rye. She is an MA graduate from Cardiff University in International Public Relations and Global Communications Management. At Pembroke and Rye, she has been encouraged to maintain a keen academic interest in CSR, ESG and reputation management. As a practitioner, she works for a range of industry-leading clients in aviation, technology, aerospace and events. She has also developed a specialist interest in data analysis and the preparation of management information reports. She regularly uses her analytical skills to inform strategic decision making and client planning. Colleoni, Elanor, University of Georgia (USA) • Elanor Colleoni, Ph.D. is currently Assistant Professor of Corporate Reputation at University IULM in Milan. Her work lies at the intersection of corporate reputation, organizational legitimacy, corporate social responsibility, and business ethics, with a particular focus on the impact of new communication technologies on corporate reputation and business ethics. Her research has been published in leading management and communication journals, such as Academy of Management Review, Busines & Society, Journal of Communication, among others. Čater, Tomaž, University of Ljubljana (Slovenia) Čater, Barbara, University of Ljubljana (Slovenia) 3 AUTHORS 18 Dabo, Krešimir, University of Zagreb (Croatia) David, Marc D. , Université de Sherbrooke (Canada) • He worked for more than 15 years on many projects in public relations and marketing communications before becoming a professor of communication at the Université de Sherbrooke, where he teaches strategic communication and marketing communications. His research interests focus mainly on two axes. The first axis revolves around the analysis of communications strategies and the methodology for a communications audit. The second axis is concerned with the study of risk and crisis. Professor David is the co-founder of the International Network on the Professionalization of the Communicator, which brings together professional researchers and university scholars from France, Belgium, Canada and Morocco. Davids, Deidre, Cape Peninsula University of Technology (South Africa) • In June 2021, Deidre graduated cum laude with a master’s degree in strategic communication management from the Cape Peninsula University of Technology, South Africa. Her thesis focused on understanding the role of the reflective communication strategist in environmental scanning – how social intelligence is key to developing enterprise and communication strategy. During the last 17 years Deidre has been working in the aviation and tourism industry at Cape Town International Airport. Her most recent position was in top management as Senior Manager Corporate Affairs. She has recently started her own company, specialising in strategic communication, stakeholder relations, media strategy, social engagement and facilitation. Davies, Eleanor, Huddersfield University Business School (UK) Davis, Corné, University of Johannesburg (South Africa) • Corné Davis is a senior lecturer in Strategic Communication. She has been lecturing various communication subjects since 2000 and specialised in social systems theory and second-order cybernetics in her doctoral study. She participates in continuous curriculum development and postgraduate supervision. She facilitates and develops undergraduate and postgraduate modules in Strategic Communication. She has presented papers at a number of local and international conferences. She has published a number of articles in accredited journals. She is a known gender-based violence activist and has facilitated related workshops for UJ students. She is a trustee of Matla a Bana, a well-known NGO who campaigns against child rape and secondary abuse. She is an advisory to TEARS Foundation. She has been a keynote speaker at various events hosted by SAPS FCS Unit, the International Women’s Peace Group, UJ Transformation Unit and City of Jo’burg. She has been on the steering committee for five conferences and seminars co-facilitated and co-hosted by UJ Department of Strategic Communication, UJ Department of Family Law and UNISA Department of Corrections Management. For more information on her publications, visit: https://www.uj.ac.za/members/prof-corne-davis/ 3 AUTHORS 19 Dhanesh, Ganga S. , Zayed University (UAE) • Ganga Dhanesh (PhD, National University of Singapore) is Associate Professor and Associate Dean at the College of Communication and Media Sciences, Zayed University. She has published extensively on CSR and strategic communication in books and top-tier, peer-reviewed international journals in the areas of business and communication management. Dhanesh serves as Associate Editor for the Journal of Communication Management. A recipient of several research awards, Dhanesh actively consults for various national and multinational organizations. She is a lead researcher for the Global Capabilities Framework project in the UAE and university lead for the UN Women Unstereotype Alliance UAE chapter-Zayed University partnership. Einwiller, Sabine, University of Vienna (Austria) • Sabine Einwiller is the Professor of Public Relations Research at the Department of Communication, University of Vienna, Austria, where she heads the Corporate Communication Research Group. Since 2018 she is Head of the Austrian PR-Ethics-Council and serves as the Austrian representative of the European Communication Monitor. Since 2019 she is also Head of EUPRERA’s Scientific Committee. Sabine Einwiller has published more than 40 articles in international peer-reviewed journals and is co-editor of the Handbook of Employee Communication (Springer Gabler, in German). In her research, she is mainly interested in effects of corporate communication on stakeholders and in strategic communication management. Elmenreich, Wilfried, Alpen-Adria University of Klagenfurt (Austria) Erzikova, Elina, Central Michigan University (USA) • Elina Erzikova, Ph. D. – Professor of Public Relations at Central Michigan University, U.S. She is a Fellow of the Plank Center for Leadership in Public Relations at the University of Alabama. Her primary areas of interest include journalism & politics and public relations & leadership. She has published in Political Communication, Mass Communication and Society, Journalism Studies, Journalism Practice, Public Relations Review, International Journal of Strategic Communication and International Communication Gazette. She co-authored a book, Russian Regional Journalism: Struggle and Survival in the Heartland, published by Peter Lang Publishing in 2020. Forthmann, Jörg, 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. Fuentes, Cristina, King Juan Carlos University (Spain) Fux, Patricia, University of Ljubljana (Slovenia) 3 AUTHORS 20 Gao, Hao, Nanjing Normal University (China) • He is Associate professor at School of Journalism and Communication, Nanjing Normal University. He holds the Ph.D. in Mass Communication, Communication University of China. From 2013 to 2014 he was a visiting scholar at Waseda University. Current research areas: Disaster communication, Social media and Japanese media. Research Grants: Disaster Communication and social responsibility of Media (Principal Investigator. The National Social Science Fund of China, The Functional Transformation of Media in Disasters of Japan (Principal Investigator. The Japan Foundation). More than 10 articles about media research have been published in CSSCI journals. Gluvačević, Dejan, University of Zagreb (Croatia) Görpe, T. Serra, 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. Gregory, Anne, Huddersfield University Business School (UK) He, Mu, University of Miami (USA) Hejlová, Denisa, Charles University (Czech Republic) • Denisa Hejlova, Ph.D. is a leading Czech scholar and communication consultant. She focuses on research, education and practice in public relations, public affairs, trust management or fashion marketing. Since 2011, Denisa Hejlova is heading the department of Marketing Communication and PR at the Charles University in Prague, one of the most-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. In 2020, she started a first Czech MA program on Strategic Communication at the Charles University in Prague. Hewson, Sinead, Webster University (Leiden Campus) • Sinéad Hewson recently completed her PhD in TU Dublin, Ireland researching decisionmaking when communication is at the heart of an organisations’ strategy development. 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 lectures in Webster University Leiden, is a guest lecturer in TU Dublin and Rotterdam University of Applied Sciences. 3 AUTHORS 21 Holtzhausen, Lida, North-West University (South Africa) Homann, Reimund, 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. He also has a vast experience as a lecturer in statistics and managerial sciences. Horlait, Déborah, Catholic University of Louvain, LASCO (Belgium) Hübner, Renate, Alpen-Adria University of Klagenfurt (Austria) Jakopović, Hrvoje, Edward Bernays University College Zagreb (Croatia) Ježková, Tereza, Charles University (Czech Republic) • Tereza Ježková is an Assistant Professor at Charles University, Faculty of Social Sciences, Department of Marketing Communication and Public Relations. She holds a PhD in Media studies and focuses on research, education, and practice in public relations, online communication, art marketing, and creativity. Tereza has participated in research projects of communication of the Czech Ministry of Education or Czech government communication during the covid-19 pandemic. Before pursuing a full academic career, she worked for five years as a head of marketing and spokesperson for the National Gallery Prague. She has experience with public relations in the commercial sector as well. Jungblut, Marc, Ludwig-Maximilians-Universität München (Germany) Kanajet, Karlo, Edward Bernays University College Zagreb (Croatia) Kang, Minjeong, Indiana University (USA) • Minjeong Kang (Ph. D in Mass Communication, Syracuse University) is an associate professor and teaches undergraduate and graduate strategic communication and research courses at the Media School, Indiana University. Her recent research interests have focused on understanding engagement in various stakeholder contexts such as member, employee, and volunteer relations and its positive impacts in eliciting supportive communication and behavioral outcomes. Additionally, Dr. Kang is working on understanding organizational listening by examining factors that contribute to employee silence motives. Dr. Kang serves as reviewer to various journals including Journal of Public Relations Research, which she is on the editorial board. 3 AUTHORS 22 Kemény, Ildikó, Corvinus University of Budapest (Hungary) • Ildikó Kemény is an Associate Professor at the Corvinus University of Budapest, Hungary, at the Department of Marketing Research and Consumer Behaviour. Her research interest is online consumer behaviour. The previous years as a member and founder of an Omnichannel Research Group, she has started working on the understanding of omnichannel consumer decisions. She is also interested in quantitative methods of market research especially in PLS-SEM method. She has already published not only in domestic, but also in international journals, and participated in international and Hungarian conferences as well. Her main teaching focus is Market Research and online consumer behaviour. Kim, Jeong-Nam, University of Oklahoma (USA) Klabíková Rábová, Tereza, Charles University (Czech Republic) • Tereza Klabíková Rábová holds a PhD in Media studies and is Assistant Professor at Charles University, Faculty of Social Sciences, Department of Marketing Communication and PR. In 2010 she was a doctoral scholar in EHESS, Paris. Her fields of study comprise current language, media and marketing language, media, public and institutional communication. Tereza has participated in research projects of communication of Czech Ministry of Education or Czech government communication during covid-19 pandemic. She prepares analyses of Czech television broadcasting and provides expert opinions on current public communication. She also worked in the radio or marketing department of an international corporation. Konrádová, Marcela, Charles University (Czech Republic) • Marcela Konrádová (1988) holds a PhD in political science and works as Assistant Professor at Charles University in Prague, Department of Marketing Communication and PR. Her research fields combine political and government communication, political marketing, personalization of politics and its consequences and electoral campaigns. Marcela has participated in several internships and trainee programs for organisations such as KohoVolit.eu or Demagog.cz, she was also an external collaborator of the Institute of Political Marketing and Campaigns.cz. She contributed to the preparation of the movement ANO 2011 or Slovak movement Sloboda a Solidarita election campaigns. On analytical positions, Marcela has worked on international projects in Germany, Serbia, Bulgaria and other countries. She also worked as a spokesperson at the Prague 8 City District Office. Koudlková, Petra, Charles University (Czech Republic) • Petra Koudlková holds a PhD in Management and economy of companies. She is Assistant Professor at Charles University, Faculty of Social Sciences, Department of Marketing Communication and PR. Her fields of study comprise corporate social responsibility and sustainability approach of companies, above all SMEs and marketing and institutional communication. Petra has participated in a project of communication of Czech Ministry of Education, and in a project focusing on Increasing the Effectiveness of Direct Citizen Invitation to Screen Colon and Rectal, Breast and Cervical Cancer and others. She is the author of many research articles and two monographs. 3 AUTHORS 23 Kurtze, Hannah, University of Leipzig (Germany) • Hannah Kurtze is Graduate Student in Communication Management at Leipzig University. She has been research assistant for the Communications Trend Radar, an annual study on trends for corporate communications. Her current research focuses on the sustainability dimension of communication services. Latif, Farah, George Mason University (USA) • Latif works 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. Leahy, Hanna, Leeds Beckett University (UK) Lee, Hyelim, University of Oklahoma (USA) • Hyelim Lee is currently a Ph.D. can-didate 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. Le Roux, Tanya, Bournemouth University (UK) • Tanya is a Principal Lecturer at Bournemouth University. Before stepping into academia, Tanya worked as a communication professional in South Africa and the UK. She consulted for large and small companies on strategic communication and communication management issues. She has lectured strategic communication management for 13 years in South Africa before joining BU in 2017. Tanya strongly believes in combining academic work and practical experience, locally and internationally, in order to benefit both academia and professional practice. Her research interest is focused on strategic corporate communication management, and specifically the application thereof within the field of disaster risk reduction. Li, Lina, Shanghai Normal University (China) Lievonen, Matias, Jyväskylä University (Finland) • Matias Lievonen, D.Sc. (Econ.), is Postdoctoral Researcher in Corporate Communication at Jyväskylä University School of Business and Economics (JSBE), Finland. His prior research has focused on stakeholder behavior, negative engagement, social media engagement, and online brand communities. 3 AUTHORS 24 Ljepava, Nikolina, American University in the Emirates (UAE) • She is MBA Program Director and Assistant Professor of Marketing at the American University in the Emirates, Dubai. She has more than ten years of international industry and consulting experience in North America, Europe and Asia, in the areas of marketing research, evaluation and online communications. She holds PhD from the University of Belgrade, two Master’s degrees: in E-business from the University of Belgrade, and Social Data Analysis, from the University of Windsor, and degree in Psychology from the University of Windsor. Dr. Nikolinàs research interests are related to the behavioral studies, cyber-psychology, digital marketing and research methods. Lovari, Alessandro, University of Cagliari (Italy) • He (Ph.D.), is Assistant Professor of Cultural and Communicative Processes at the University of Cagliari (Italy). He has been a visiting research scholar at Purdue University, University of Cincinnati and University of South Carolina (US). His research interests are public sector communication, public relations, and health communication. He also studies the impact of social media on companies and citizens’ behaviors. He’s a member of the scientific committee of the Italian Association of Public and Institutional Communication, and member of the technical committee of the European Project “Creative”. His works are published in several books and international journals. Luk, Wing Hei, The Chinese University of Hong Kong (Hong Kong, China) • Wing Hei, Luk, an undergraduate student majoring in Global Communication at the School of Journalism and Communication of the Chinese University of Hong Kong. Lukacovic, Marta N. , Angelo State University (USA) • Marta N. Lukacovic (PhD, Wayne State University, Detroit-Michigan) is an Assistant Professor at Angelo State University, USA. Her research has been primarily centered on trends in communication through digital media platforms; specifically, on how user-generated online content interacts with the matters of security and crisis. Her work has appeared in journals such as PACO, Frontiers in Communication, and International Communication Research Journal. She currently serves as the president of Communication Association of Eurasian Researchers (CAER). She is a co-editor of the book Media and public relations research in post-socialist societies (2021, Lexington Books – Rowman & Littlefield). MacKenzie, Lindsay, McMaster University (Canada) • Lindsay Mackenzie is a graduate of Canada’s master of communication management program at McMaster University. Her capstone research examined the emerging business discipline of Experience Management (XM) at 20 Canadian companies to find five core competencies strategic communication/PR needs to adopt to remain relevant in the XM ecosystem. During her studies, Lindsay made other academic contributions to the topics of crisis communication during crime spikes (MJC ‘22) and co-contributions by journalism and PR to media brands. Lindsay spent 10 years at Canada’s public broadcaster where she blazed a 3 AUTHORS 25 trail for community engagement in journalism across the news network and guided the adoption of an EDI initiative to track representation in news coverage. Lindsay lives in Winnipeg, Canada and is a senior consultant with Deloitte in their Human Capital, Organizational Transformation practice. Materassi, Letizia, University of Florence (Italy) • She is a sociologist in cultural and communicative processes. Since 2017 she is researcher at the University of Florence (Italy), at the Social and Political Sciences Department, where she graduated in 2002 and since then she is member of the research unit on communication, public relations and cultural changes. In 2010 Letizia completed her doctoral studies, deepening the role of ICT’s communities of practice in the Italian governments. Her current research interests particularly focus on social and digital changes and their impact on Public Administrations, on the organizational change management and the relationships between citizens and institutions. Mazzei, Alessandra, Università IULM (Italy) • Alessandra Mazzei is Associate Professor in Management at the Department of Business LECB “Carlo A. Ricciardi”, Università IULM, Italy. Her main research interests are: corporate communication; employee communication and engagement; organizational voice, silence and dissent; whistleblowing; diversity & inclusion, internal crisis communication. Her work has been published in journals such as Business Ethics Quarterly and Journal of Business Research. She is Coordinator of the bachelor programme in Corporate Communication and Public Relations, Deputy Director of the Department of Business LECB “Carlo A. Ricciardi”, and Director of the Centre for Employee Relations and Communication at Università IULM. Meißner, Florian, Macromedia University of Applied Sciences (Germany) Mertl, Stefanie, Alpen-Adria University of Klagenfurt (Austria) Moreno, Ángeles, King Juan Carlos University (Spain) Moss, Danny, University of Chester (UK) • He (PhD) is Professor of Corporate & Public Affairs at the University of Chester Business School where he is Programme Leader for the Chester Business Master’s and Co-Director of the International Centre for Corporate & Public Affairs Research. He has played a leading role in establishing Master’s level education in public relations in the UK at the University of Stirling and then at Manchester Metropolitan University. He was one of the co-founders of the Bled Symposium and co-founder and co-editor of the Journal of Public Affairs, and has authored and edited over 80 books, journal articles and conference papers. Mourão, Rita, Escola Superior de Comunicação Social – Instituto Politécnico de Lisboa (Portugal) • PhD student in the area of Communication Sciences, PhD in Communication Studies: Technology, Culture and Society, in Portugal. Lecturer in School of Comunication and Media Studies-Bachelor degree of “Publicity and Marketing” and “Public Relations and Organizational Communication”, having taught curricular units of “Consumer Behavior” and “Organizational Theories”, in Lisbon, 3 AUTHORS 26 Portugal. She was a lecturer at ISCTE between 2012 and 2015, having taught curricular units like: »Communication Techniques«; »Teamwork«; »Problem Solving and Decision Making« and »Conflict Management«. Murtarelli, Grazia, 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 scenarios 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 also a faculty affiliate of the Center of Research for Strategic Communication at Università IULM. She was Public Relations Student & Early Career Representative at the International Communication Association. Naqvi, Jeff, RMIT University (Australia) • Jeffrey Naqvi leads the Master of Communication at RMIT University, as is an Industry Fellow of the undergraduate Public Relations program. Jeffrey brought his 20 years of industry experience as a Global Head of Public Relations into classrooms in 2015. In 2019, he won a grant for innovative assessment design, received national recognition for a best practice WIL course in 2020, and last year launched a new online WIL course for HDR students, now running in six universities. His engagement work includes Synthesis School, a US start-up from Ad Astra school founded by Elon Musk, is an Advance HE Senior Fellow, and a Fellow of the Public Relations Institute of Australia.” Najjar Raškaj, Dijana, University of Zagreb (Croatia) Navarro, Cristina, Gulf University for Science and Technology (Kuwait) Novoselova, Olga, Corvinus University of Budapest (Hungary) • Olga Novoselova is a PhD student at the Corvinus University of Budapest, Hungary, at Business and Management Doctoral School. Previous years she has been engaged in International PR for educational institutions for 18 years and as a result her research focus in mainly concentrated to international PR, country brand, soft power, and fake news as a moderating tool. She has been participated in international conferences and has been published in international journals. Her main teaching focus is international PR, country brand and soft power. Öksuz, Burcu, 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. 3 AUTHORS 27 Pakozdi, Ivan, Edward Bernays University College Zagreb (Croatia) • He (M.A.) is Executive Director for Development and lecturer at Edward Bernays University College in Zagreb, and is currently a doctoral student in the communication science interdisciplinary study programme at the Josip Juraj Strossmayer University of Osijek. He obtained a degree in Journalism from the Faculty of Political Science in Zagreb. He is a member of Communications and Public Relations Committee at the Croatian Council of Universities and University Colleges of Applied Sciences. He has 10 years of working experience as a PR consultant at Millenium PR, the largest Croatian communication consultancy. He was a member of the first generation of graduates from Matrix Croatica’s Communication Sciences School. Ravazzani, Silvia, Università IULM (Italy) • Silvia Ravazzani (PhD) is Associate Professor in Management at the Department of Business LECB “Carlo A. Ricciardi”, Università IULM, Italy, since 2019. Previously she held the same position at the Department of Management at Aarhus University, Denmark. Her research interests include crisis communication from an internal and multicultural perspective, employee communication, diversity & inclusion, and social media communication. Her work has been published in journals such as Group & Organization Management and Business Ethics Quarterly. She is vice-chair for the Crisis Communication Section of ECREA and Senior Project Leader of the Centre for Employee Relations and Communication at Università IULM. Read, Kevin, University of Greenwich (UK) • Kevin is CEO, and founding director, of strategic PR consultancy, Pembroke and Rye. Based in London, he has worked with global market leaders and challengers in financial and professional services, technology and energy for the last three decades. He specialises in strategic planning, thought leadership and board level coaching. He is a visiting fellow in the business school at the University of Greenwich, a fellow of the CIPR and the RSA, and a MA supervisor for Cardiff University’s International PR and Global Communications programme. Academic interests include NGOs and corporate partnerships, AI, creativity, business pitching, CSR and ESG. Romenti, Stefania, IULM University Milan (Italy) • Stefania Romenti, Ph.D., is Associate Professor of Strategic communication and PR at IULM University in Milan and President of EUPERA (European Association of Public Relations Education and Research Association). She is Delegate of the Rector for Sustainability at IULM University. She is Director of the Executive Master in Corporate Public Relations. She is Founder and Director of the Research Centre in Strategic Communication, and her research focuses on strategic communication, corporate reputation, stakeholder management and engagement, dialogue, social media, measurement, and evaluation. 3 AUTHORS 28 Roth-Cohen, Osnat, Ariel University (Israel) • Dr. Osnat Roth-Cohen is a lecturer in Communication and Media Studies at the school of Communication, Ariel University. Dr. Roth-Cohen is a research fellow in the institute for the study of new media, politics and society in Ariel University. Dr. Roth-Cohen’s’ research interests include public relations; creative in advertising; advertising in the new-media age. Samoilenko, Sergei A. , George Mason University (USA) • Sergei A. Samoilenko is Assistant Professor in the Department of Communication at George Mason University. Sergei’s research focuses on issues in reputation management, crisis communication, political communication, and post-socialist research. Samoilenko is a founding member of CARP, the Research Lab for Character Assassination and Reputation Politics. He is the co-editor of Routledge Handbook of Character Assassination and Reputation Management, Handbook of Deception, Fake News, and Misinformation Online and other books and edited volumes. Sauter, Simon, Ludwig-Maximilians-Universität München (Germany) Schneiderová, Soňa, Charles University (Czech Republic) • Soňa Schneiderová (1965) studied Czech launguage, holds a Ph.D. in this field, and works as an assistant professor at Charles University in Prague, Department of Marketing Communication and PR. Her research areas are discursive analysis of media texts and the culture of public communication. Soňa is the author of several publications analyzing the media text in terms of the appropriateness of expression in relation to the social context, is involved in projects analyzing government communications in emergency situations, such as the pandemic covid-19. Her work supports the media education of high school students. Selaković, Marko, SP Jain School of Global Management (UAE) • He (MSc, M.A.) is strategic management and communications professional with more than 15 years of experience in Europe and Gulf countries. Marko is specialized in international communications, stakeholder relations, knowledge management and crisis communications. Presently, he serves as Senior Manager – Institutional Development at SP Jain School of Global Management Dubai, Sydney, Singapore, Mumbai. He is also Vice-president of the International Association of Business Communicators (IABC) GCC Chapter and member of the 2018 IABC World Communications Conference Program Advisory Committee. Marko is author or co-author of more than 10 papers published at international journals and conferences. Serfontein-Jordaan, Muriel, University of Pretoria (South Africa) • Dr Muriel Serfontein-Jordaan is a young academic in the field of Strategic Management, with a specific focus on Strategic Communication Management. She is a lecturer in the Department of Business Management at the University of Pretoria with specialisa-tion in Strategic Management subjects at postgraduate level. Dr Serfontein-Jordaan completed her PhD in August 2020. In her PhD research she expanded her research focus area to Strategic Investor Relations. 3 AUTHORS 29 Sievert, Holger, Macromedia University of Applied Sciences (Germany) • Prof. Dr. Holger Sievert is full professor for Communication Management at Macromedia University of Applied Sciences. He also heads the Cologne Media Faculty as well as the national Research Committee of his institution. In addition to teaching, he has always been active in communication management functions including Roland Berger Strategy Consultants, the Bertelsmann Foundation and the large German communication agency komm.passion. In research, he focuses on interactive, international and internal communication. His recent studies at the Macromedia University were conducted for partners such as the German Foreign Office, The Federal Press Office, the Council of Europe, Payback, TUI or Vodafone. Sposato, Robert, Alpen-Adria University of Klagenfurt (Austria) Sriramesh, Krishnamurthy, 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.” Steenkamp, Hilke, Zayed University (UAE) • Hilke Steenkamp is an Assistant Professor in Integrated Strategic Communication at the College of Communication and Media Sciences, Zayed University. She holds a PhD in Communication Management from the University of Pretoria, South Africa. Steenkamp has published in the areas of corporate social responsibility, Ubuntu, communication management, social media, and corporate reputation management. Her current research focuses on artificial intelligence in communication management, and she is part of the research team for the Global Capability Framework project in the United Arab Emirates. St-Pierre, Claudia, University of Ottawa (Canada) Stranzl, Julia, University of Vienna (Austria) Sueldo, Mariana, ISM University of Management and Economics (Lithuania) Sun, Ruoyu, University of Miami (USA) 3 AUTHORS 30 Sutton, Lucinda B. , North-West University (South Africa) • Dr Lucinda Sutton teaches various corporate communication and public relations modules at undergraduate and postgraduate level at the North-West University (NWU), South Africa. She obtained her PhD in Communication at NWU on the topic of Internal Communication Trends in South Africa. Furthermore, she holds a MA degree in Communication Studies and a BA Hons degree in Corporate Communication Management which she both received cum laude. Her research interests stem from her experience in practice as a communication practitioner, which involves communication with a specific focus on managing relationships with internal and external stakeholders. Šimunović, Denis, IULM University Milan (Italy) • Denis Šimunović is currently Ph.D. student in Markets, Communication and Society at IULM University in Milan. His research interest lies in the relation between business and society from communication and organization theory. He’s currently working on CSR communication and emerging social evaluations. Špoljarić, Anja, 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. Tao, Weiting, University of Miami (USA) Tench, Ralph, Leeds Beckett University (UK) Thelen, Patrick D. , San Diego State University (USA) • Patrick Thelen is an assistant professor in the School of Journalism & Media Studies at San Diego State University. Patrick’s research interests include relationship management, internal communication, leadership communication, and employee advocacy. His work has appeared in refereed journals such as Public Relations Review, International Journal of Communication, International Journal of Business Communication, and Communication Quarterly. Patrick is also the Chief Research Editor at the Institute for Public Relations’ Organizational Communication Research Center (OCRC). He began his professional career in Chile as a reporter and later transitioned to corporate communication. Thompson, Gareth, University of the Arts London (UK) • Gareth Thompson is a Senior Lecturer at London College of Communication, University of the Arts London. He has worked in public relations in the corporate, finance and technology sectors for over 20 years, as well as teaching the subject in London and at the French business school, ESCEM, in Poitiers. His book on Post-Truth Public Relations: Communication in an Era of Digital Disinformation, was published by Routledge in 2020. 3 AUTHORS 31 Tkalac Verčič, Ana, University of Zagreb (Croatia) • Ana Tkalac Verčič, Ph.D., is a Full Professor of Marketing communications and Public Relations at the Faculty of Economics and Business, University of Zagreb, Croatia. She is a former Fulbright scholar and a recipient of the Chartered Institute of Public Relations diploma. Ana Tkalac Verčič has authored, co-authored and edited numerous books including Public Relations Metrics: Research and Evaluation (with B. van Ruler and D. Verčič) and is the author of the first Croatian public relations textbook. She has published more than a 100 papers in various academic journals and serves in various editorial boards such as International Journal of Strategic Communication, Journal of Public Relations Research and Public Relations Review. Throughout her career professor Tkalac Verčič has received numerous awards, most recently, GrandPRx, the award for the development of public relations as a profession. She is currently the president of the Croatian Public Relations Association. Triantafillidou, Amalia, University of Western Macedonia (Greece) • Amalia Triantafillidou is an Assistant Professor of Communication and Public Relations at the Department of Communication and Digital Media at the University of Western Macedonia, Greece. She holds a Ph D in Marketing from Athens University of Economics and Business. Her research interests focus on public relations, crisis communication, e-campaigning, e-government, and consumer experience. She has published in referred journals such as Computers in Human Behavior, Public Relations Review, International Journal of Contemporary Hospitality Management, Journal of Consumer Behaviour, International Journal of Retail and Distribution Management, etc. She teaches courses related to Public Relations, Corporate Communications, Crisis Communication, Corporate Branding and Consumer Behaviour. Uršič, Dejan, University of Ljubljana (Slovenia) Valentini, Chiara, Jyväskylä University (Finland) • Chiara Valentini, Ph.D., is Professor of Corporate Communication, and Head of the Discipline, at Jyväskylä University School of Business and Economics (JSBE), Finland. She holds an Adjunct Professorship in Strategic Communication at IULM University in Milan, Italy, and is the current Head of the Scientific Committee at EUPRERA. Dr. Valentini is the author of numerous peer-reviewed publications and books in strategic public relations, government communication, and crisis communication in the digital environment. Former Chair of the Public Relations Division at ICA, she serves as reviewer and editorial board member of several international journals and is active with several professional organizations. Verčič, Dejan, University of Ljubljana (Slovenia), and Herman & partners (Slovenia) • Dejan Verčič is Professor, Head of Centre for Marketing and Public Relations at the University of Ljubljana, and Partner in strategic consulting and communication company Herman & partners Ltd. Slovenia. He received his PhD from the London School of Economics and Political Science, UK. A Fulbright scholar, recipient of the Pathfinder Award, the highest academic honour bestowed by the Institute for Public Relations (IPR) in New York, and named a Distinguished Public Relations Scholar by the European Public Relations Education and Research Association (EUPRERA). In 1991 he was the founding director of Slovenian national news agency (STA). Organizing the annual International Public Relations 3 AUTHORS 32 Research Symposium – BledCom since 1994. Verghese, Aniisu K, Sabre Poland (Poland) • Aniisu K. Verghese is an award-winning internal communications leader, author, speaker, trainer and blogger with over 22 years of experience. His mission is to help individuals and organizations discover and develop their sweet-spot through effective communications. He is the author of Internal Communications – Insights, Practices and Models and Get Intentional. Aniisu is passionate about engaging communicators and students through workshops, speaking engagements, teaching assignments and blogging. Vidaković, Ivona, University of Zagreb (Croatia) Wang, Yijing, Erasmus University Rotterdam (The Netherlands) Wang, Wendi, Nanjing Normal University (China) Weder, Franzisca, The University of Queensland (Australia) Westermann, Arne, 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. Wu, Jing, University of Ljubljana (Slovenia) • She holds Master of Marketing Communications from University of Melbourne, Australia. Research Orientation: Integrated Marketing Communications, Public Relations, Advertising Strategies. Research grant: Associate investigator,‘ A research on audience behaviorofscience communication in new media era’, China Research Institute for Science Popularization. Wu, Shih Chia, The Chinese University of Hong Kong (Hong Kong, China) • Dr. Wu Shih-Chia, Deputy Director of M.S.Sc. in Corporate Communication from the School of Journalism and Communication, the Chinese University of Hong Kong (CUHK). Her recent research on social media usage behavior and influence in Greater China has received attention from academia, industry, and media. She also accelerates the learning of corporate social responsibility (CSR) communication studies in Taiwan and Hong Kong’s universities. Her latest new book, “Style Marketing” in Chinese, has been published. Prior to CUHK, as an accredited communicator with rich industry experience, Dr. Wu is specialized in global brand management, corporate & crisis communication, and strategic planning. She used to work at Chanel, P&G, and DaimlerChrysler as executive management team member and served as the 3 AUTHORS 33 corporate spokesperson. Zerfass, Ansgar, University of Leipzig (Germany) • Dr. Ansgar Zerfass is Professor and Chair of Strategic Communication at the Institute of Communication and Media Studies at Leipzig University, Germany. He is also Professor of Communication and Leadership at BI Norwegian Business School, Oslo, Norway, and Plank Scholar at the Plank Center for Leadership and Public Relations at the University of Alabama, USA. He is editor of the “International Journal of Strategic Communication”, Routledge, USA; Board Member of the International Communication Association (ICA), Washington D.C.; and lead researcher for the Global Communication Monitor series with (bi-) annual surveys in more than 80 countries. Ziegele, Daniel, University of Leipzig (Germany) • Daniel Ziegele is Research Associate for Strategic Communication at the Institute of Communication and Media Studies at Leipzig University. He also leads the Communications Trend Radar, an annual study on trends for corporate communications by the Academic Society for Management and Communication. His research focuses on strategic communication, communication consulting and trends in communication management. Žabkar, Vesna, University of Ljubljana (Slovenia) Yannas, Prodromos, University of Western Macedonia (Greece) • Prodromos Yannas is Professor of International Relations and Communication-Publicity in the Department of Business Administration at the University of West Attica. He holds a BA in Economics from the College of Wooster (1981), an MA in Political Science from Miami University (1982) and a PhD in International Relations from the American University (1989). He has taught in the United States at the American University and Mount Vernon College (1989–1991) and in Greece at the Athens University of Economics and Business (1992–1995), the Hellenic Naval War College (1993–1998), the Technological Education Institute (TEI) of Western Macedonia (1998–2013), the Piraeus University of Applied Sciences (2013–2018) and the University of West Attica (2018–present). The research interests of Professor Yannas span three areas: International Relations, Public Relations and Communication. His publications have appeared in refereed journals, books chapters and international conference proceedings. He is member of the editorial board of the International Journal of Electronic Government Research. Yue, Cen April, University of Connecticut (USA) • Cen (April) Yue is an Assistant Professor of Marketing, Advertising, and Public Relations at the University of Connecticut. Her research interests focus on internal public relations, leadership communication, organizational change management, and relationship management. She has published in scholarly journals such as Public Relations Review, Journalism & Mass Communication Quarterly, International Journal of Communication, and International Journal of Business Communication, among others. She has received over 10 top paper and research awards and recognitions from national and international communication associations and conferences. She is also a Research Editor at the Institute for Public Relations’ Organizational Communication Research Center. 4 ABSTRACTS 34 A Decade of Theoretical Frameworks in Social Media Research in Public Relations Avidar, Ruth, The Max Stern Yezreel Valley College (Israel) Roth-Cohen, Osnat, Ariel University (Israel) Introduction and purpose of the study availability, convenience of use, personalization and rapid exposure to messages based on full Social media (SM) has become a key operating media consumer participation and the ability of channel in public relations (PR) and triggered both consumers and organizations to respond at PR scholars to learn more about the value of SM. any time. The centrality of SM in the field of PR In addition to PR practitioners that perceive SM has driven scholars to try and build a norma- as changing the way PR is practiced (Wright & tive SM theory specifically tailored for PR based Hinson, 2014), PR scholars have also demon-on SM’s unique attributes such as dialogue, en- strated an increased interest in this unique phe-gagement, social presence, and conversational nomenon over the last decade. However, from human voice, in order to better understand the a scholarly standpoint, research has shown that phenomenon and its practice. PR scholars often borrow theories and concepts from mass communication, journalism, advertis- Despite the above-mentioned studies, none of ing, and other fields when exploring SM in PR them have systematically identified peer-re-rather than building a unique SM theory of PR viewed journal articles in SM or presented the (Kent & Li, 2020) or even suggesting a uni-theoretical growth of SM research from a PR fied terminology (Verčič, Verčič, & Sriramesh, perspective. To fill this gap, this study systemati-2015). The aim of this study is to explore and cally investigated theoretical frameworks used in analyze the theoretical frameworks used in SM-related PR research in the last decade. SM-related PR research in the period of 2010- 2020, to better understand the state of the field Methodology and future theoretical developments. This study is based on a systematic review and Literature review a content analysis of 575 articles addressing SM research from a PR perspective, published be-SM research is the fastest growing area in the tween 2010-2020 in nine PR-focused peer-re- history of PR, and new media are changing the viewed journals (Public Relations Review, Jour- way PR is practiced and the way organizations nalism and Mass Communication Quarterly, communicate with stakeholders, gatekeepers and International Journal of Strategic Communi- audiences (European Communication Monitor, cation, Corporate Communications: An Inter- 2021; Wright and Hinson, 2017). This might be national Journal, Journal of Communication due to the dominant features of SM: immediacy, Management, Public Relations Journal, Journal 4 ABSTRACTS 35 of Public Relations Research, Prism, and Public diated Crisis Communication Model (SMCC) Relations Inquiry). Articles were included in the over the past decade, and it became one of the sample if they were (1) full-length articles, (2) most used PR theories. Finally, the findings also published in one of the nine journals selected, point to the multidisciplinary of the field of PR (3) included one of 16 SM terms defined in that still “borrows” theoretical frameworks from advance in their title, abstract or keywords, (4) other related fields such as mass communica-were conducted in the field of PR, and (5) were tion, journalism, and others. This finding is in published between January 1, 2010 to December line with Kent and Li’s (2020) argument that a 31, 2020. specific SM theory for PR does not really exist, though it is much needed considering the abun-Results and conclusions dance of scholarship on SM in PR. The search resulted in a total of 926 hits, and Limitations after cleaning the data (removing duplicates, commentaries, etc.) a total of 575 articles were Our data collection procedure included only included in the final sample. peer-reviewed articles published in 9 selected journals in English and no other venues, lanA relatively high percentage (66.26%) of stud- guages, and disciplines. ies explicitly presented theoretical frameworks. The most frequently used theories were theories Implications for future research from the PR domain: Dialogic Theory and Situ- Our study can be viewed as a starting point for ational Crisis Communication Theory (SCCT). the development of a stronger theoretical un-It is interesting to note that while relationship derstanding of incorporating SM within PR. It management theory was the second most fre-is expected that future theoretical frameworks quently used perspective in PR research during will relate to various developments in the field the first decade of the 21st century (Sallot, Lyon, of PR, such as new SM platforms, increasing or-Acosta-Alzuru, & Jones, 2003), it was less fre-ganizational capabilities to store and analyze big quently present in SM research from 2010 to data, and various ethical and moral challenges 2020, in the articles assessed in this research. related to privacy, transparency, personalization, and information security. In addition to the popularity of SCCT, the in- creasing scholarly interest in crisis communica-Keywords: Social media, Systematic review, Content tion encouraged the development of Social-Me-analysis, PR theory, PR Journals 4 ABSTRACTS 36 Power of words and angry online publics: A study of discursive muscularity in networked mobilization of fan groups in China Ban, Zhuo, University of Cincinnati (USA) As the communication technology (ICT) shifts zations among online fan groups in China. Us- and reshapes the modes and processes of social ing data collected from Weibo, a China-based interactions, there is increasing interest among social media platform, I observe how members public relations researchers in various online ac-of fan groups combine the logics of ethical con-tivist publics and their impact on the strategic sumption, national pride, and celebrity-fan re-goals of organizations. In comparison to brick- lationship, and successfully mobilize collective/ and-mortar organizations in which members connective actions that specifically target at exercise embodied interactions with each other, non-discursive (i.e., material) outcomes using online activist networks or collectives are char-largely discursive means. In doing so, I argue acterized by exchanges in mediated and discur-that fan groups represent a discursively “porous” sive forms. As the discursive aspect is central to structure that can amplify the reifying power of understanding online publics, so is the question language. of discursive muscularity in their organizational processes. Does online activism have the same Social structures and organizations can be ei- ther “porous” or “impermeable” to material, kind of social impact as protests in the street, for substantive influences of discursive events. In example? Can an angry internet-based collective highlighting the impact of social structural and pose similar challenges to business organize as organizational features on discursive musculari-social movement organizations that work off-ty, I recognize that fan groups in China serves as line? In other words, do discursively constructed a “porous” organizational structure where mem-online collectives have the ability to bring about ber of the organization, fans of celebrities (most substantive, material outcomes? The question of them luminous figures in the entertainment about discursive muscularity becomes more im-industry), have found a clear and consistent portant during the COVID pandemic, as more pathway of using their individual or collective social collectives, even those that used to operate voices to influence socio reality that are other-face-to-face, are moving more of their activities wise impermeable. online. Fan pressure is a routine part of the life in a fan In this study, I examine the characteristics and group. Communication activities in the forms of processes of discursive muscularity of online discussions, petitions, informal sensus and votes, publics, using the example of activist mobili-and picketing (both on and off-line), etc., rou- 4 ABSTRACTS 37 tinely takes place in attempts to sway the deci-ROI, and brand image, the fan base largely de- sions of the celebrity on matters both private termines the professional and commercial value and public, ranging from marriage decisions of the celebrity. In this sense, fan power is not to sponsorship contracts, from outfit choice to real grassroots power, but power granted by the stance on political issues. The porousness of the multi-billion dollar celebrity-based industry, and fan group stems, first and foremost, from the more fundamentally, the “separation of labor” internal logic of the groups. Such relationship, or “outsourcing” of the communication-rela-based on the idea of a special celebrity-fan re-tionship aspect of business by giant, consum-lationship, legitimizes open exchanges over the er-based, industries. personal and professional lives of the celebrity and encourages impassioned pressure over their Based on my observation and analysis of online decisions, unbarred by ethical concerns for au- fan groups in China, I discuss how online activist tonomy or privacy. group like these gain ‘discursive teeth’, resulting in effective and consequential mobilization and Members of the fan group can set and reset, organization of connective actions. I also discuss draw and undraw organizational boundaries of-the theoretical and practical implications of new ten with no more than an impassioned exchange forms of connected activism, in particular the of words. Fan group activism is founded on the strategic maneuver of polarization and suppres- economic logic of “liking”. It is this economic sion that are demonstrated in the selected cases. logic that gives an online fan group its discursive porousness. As industries tap into the pop-Keywords: fan group, online activism, chinese social ularity of the celebrities for commercial success, media 4 ABSTRACTS 38 PR Education: Reloaded. The Pandemic’s Legacy for Public Relations Teachers and Students Barlik, Jacek, University of Warsaw (Poland) Introduction and purpose of the study RQ1 – How do PR students perceive the role of the PR industry, especially during the pandemic After two years of primarily remote public re- (and beyond)? Are they aware of reputational lations teaching due to the pandemic (which is issues that have been plaguing the field? expected to be over soon), PR educators and students prepare to shift to an in-person in-RQ2 – What are PR students’ expectations to-struction that had been common before spring wards their careers? Do PR studies prepare them 2020. This task will require reestablishment (or adequately for PR jobs, also in pandemic (by reboot) of relationships between instructors and mostly online instruction)? their students to meet the new, post-pandemic expectations of the PR industry. After the pan- RQ3 – Which online instruction methods have demic, some technology-based teaching methods been proven effective during the pandemic and are likely to stay on for longer. In contrast, oth-should be kept on in the PR curricula when the ers will be dropped as ineffective and harder to situation gets back to normal? implement, especially in such areas as PR ethics and professional standards in the industry. Re-Literature review search among PR students should help educators and PR industry leaders to improve PR studies Scholars pointed out that during the pandemic curricula in the post-pandemic era and to bet- and later, a heavy reliance on online educationter respond to many challenges (like a lack of al techniques will create both threats and op- in-person relationships and online instruction at portunities to PR education: the former include schools) PR students have been facing over the declining academic standards and the lack of last two years. situational (in-person) learning, while the latter refers to collaborative learning, open educa-Research questions tion resources, extended dialogic and feedback Therefore, several research questions on PR mechanisms, and to applying new technologies, students’ level of preparedness to work in their more student-friendly, especially online- and chosen field, their attitude towards the ethical mobile-based (Vujnovic, & Kruckeberg, 2021; problems and professional standards in the PR Fullerton, & McKinnon, 2015). industry, and the pandemic’s influence on pre- ferred teaching methods and effectiveness of on-Calls for ongoing dialogue among the PR indus- line instruction should be asked: try, practitioners, and educators to develop a PR curriculum relevant to contemporary challenges 4 ABSTRACTS 39 and needs of clients and employers, also created Results and conclusions by the pandemic and post-pandemic era, have been consistently voiced by PR experts and lead-The research will find out whether PR students ers. They address many vital themes in PR ed- (as would-be practitioners) are prepared ade- ucation, including a mix of theory and practice quately to make it in their field and whether PR in the PR curriculum, a list of required courses, curricula – primarily based on online methods skills and competencies of teachers, and tech-during the pandemic – are functional and effec- nological, cultural, and social aspects of com-tive from their point of view. The results will munication (Kim, Quesenberry, Sutherland, & also suggest which remote teaching techniques Freberg, 2021). However, they overlook the should be kept in PR schools beyond the current opinions and experience of PR students who pandemic, thus improving the overall quality of have to struggle and adjust to the PR industry’s PR education. requirements during their first professional efforts, like internships and entry-level jobs. Literature Methodology Fullerton, J.A., & McKinnon, L.M. (2015). U.S. Public Relations Students’ Perceptions of PR: The study will be based on quantitative research What College Students Think About PR Edu-among undergraduate and graduate PR students cation and the PR Profession. Public Relations in a European country. Respondents (at least Journal, vol. 9, issue 2, https://prjournal.insti-200 students) will be recruited by their teachers tuteforpr.org/wp-content/uploads/2015v09n- (by request of this researcher) at several univer-02FullertonMcKinnon.pdf. sities that run PR sequences. As similar research Kim, C., Quesenberry, K., Sutherland, K., & Fre-was conducted previously (before the pandemic berg, K. (2021). Digital Learning: Standards in 2019 and at the height of it in 2021), the and Best Practices for Public Relations Edu-results will allow for comparisons of PR stu-cation in Undergraduate Programs. Journal of dents’ attitudes and expectations towards their Public Relations Education, vol. 7 no. 2, 77-105. field, their preferred teaching methods (including online ones), and awareness of ethical issues Vujnovic, M., & Kruckeberg, D. (2021). Run-and professional standards in the more extended ning Against the Tide: Educating Future Public period. Relations and Communications Professionals in the Age of Neoliberalism. ESSACHESS – Journal for Communication Studies, Vol. 14 Issue 1(27), 161-179. Keywords: functionalism, online teaching, public relations education, public relations students 4 ABSTRACTS 40 Adopting a network perspective for stakeholder engagement and research during Covid- 19: The case of GBV research among private sector organisations in South Africa Benecke, Dalien René, University of Johannesburg (South Africa) Davis, Corné, University of Johannesburg (South Africa) Introduction and purpose of the study must engage in issues that affect sustainability locally, as well as globally (Benecke, 2019). We aim to show how the new paradigm of stra- Public relations scholars have been researching tegic public relations that embraces a network the development of stakeholder networks, the perspective (Yang & Saffer, 2019), supported various nodes and actors involved, how these re-and enabled ground breaking GBV research that late to each other and the issue at hand as well as not only fostered meaningful stakeholder en-the influence of these networks on society (Yang gagement, but also created new platforms for & Saffer, 2019). Networks increase interaction, multi-sectoral partnerships and collaboration in variation and selection (Davis, 2011) and in do-future research. This paper presents a case study on how a network approach was used to engage ing so they enable communication that would with leaders in private sector organisations in not have occurred otherwise. South Africa to explore their views and opinions Since the publication of the National Strategic about the private sector’s role and responsibili-Plan in South Africa on 11 March 2020, there ty in addressing GBV as in issue that affects all has been an increasing call on private sector sectors of society and that necessarily impacts organisations to participate in addressing gen-employees in all sectors. der-based violence (GBV) that is five times more Literature review prevalent in South Africa than in other countries. Previously, GBV has been addressed pre- Over the past three decades there has been a dominantly as a public health concern and the noticeable paradigm shift in public relations private sector, as well as most social scientific theorising, placing increasing emphasis on the disciplines focused on organisations, business, or relationships between organisations and society strategy, had been excluded from GBV discours- (Holmström, 2006). The central tenet is that es and engagement (Davis, 2020). However, the all stakeholders, including private sector organ-business case for global sustainability has long isations, universities, government organisations, been established and the Economic, Social and non-government organisations and civil society Government (ESG) scores have become a key 4 ABSTRACTS 41 driver of strategy for the private sector. Since Reference list GBV has been flagged as a critical global sus- tainability issue, estimated at costing the global Benecke, D.R. (2019). The social representation economy more than $10 trillion annually (UN of Public Relations Activism in early career Women, 2016), it is indisputable that it is an South African Public Relations Practitioners. issue that necessitates all stakeholders to collab-Unpublished doctoral thesis. University of Jo- orate in addressing it. hannesburg. Cutler, A. (2004). Methodical failure: the use Research approach and data collection of case study method by public relations re- A case study research approach (Cutler, 2004) searchers. Public Relations Review, 30 (3), pp. is followed to investigate these stakeholder net-365 – 375. works with a key focus being placed on the var- Davis, C. (2011). A second-order explanation ious nodes and actors involved and how inter-for the existence of network direct selling or- connectivity features and what the effects of the ganisations as self-creating systems. Doctoral various affiliations were on inter-organisational dissertation. UNISA. Unpublished. networks. Secondary data as presented by the Davis, C. (2020). How the private sector can various engagements between actors as well as address gender-based violence. African Safety interviews with selected organisational repre- Promotion 18(1):106-115. sentatives will be used to inform the findings. Holmström, S. (2006). The co-evolution of so- Contribution of the study ciety and organization. Organizational Legiti- macy and the Public Sphere, 1, 54-72. This study forms part of a bigger study involving the development of multi-organisational struc-Yang, A. & Saffer, A.J. (2019). Embracing a net-tures to address the GBV crisis in South Africa. work perspective in the network society: The This study will contribute in documenting the dawn of a new paradigm in strategic public re- various networks actors and nodes, their inter- lations. Public Relations Review 45(4):101843 actions and the influence of these interactions at the onset of the project. 4 ABSTRACTS 42 Reboot: Rediscover Communication with Internal and External Stakeholders through Engagement on Social Issues Bernardino, Paula, Credibility Institute (Canada) Introduction sues like climate change or economic inequality – which contributes to the lack of trust”. The COVID-19 pandemic outbreak in March 2020 brought an opportunity to better define Employees and consumers, especially Millen-the “S” of ESG (Environment, Social and Gov- nials, are increasingly becoming more socially ernance). Investors were quick at expressing conscious (and that trend is likely to continue wanting to see a greater emphasis on the “S” of with Gen Z). Younger consumers tend to re-ESG by getting companies to reflect how they search companies before they make purchasing were treating their employees during these dif- decisions to identify these companies’ actions ficult times and making it clear it was going to towards social issues. Younger employees do be a consideration when analyzing their ESG re-similar research before applying to a job posting. ports moving forward. This provides an opportunity for how organizations interact with their publics. Communica- Shortly after the pandemic outbreak, major socition and public relation practitioners must play a etal issues emerged in 2020, whether the death role to earn back trust from their organizations’ of George Floyd in the United States in May stakeholders. 2020 which prompted the Black Lives Matter movement, or the discovery of unmarked graves Methodology at a former residential school sites in Canada A media content analysis in 2021, opening an era of communication expectations from businesses on engaging and ad- Research Problem and Questions dressing social issues. (1) What is the history of organizations engag- Purpose ing on social issues? Edelman’s 2022 Trust Barometer identified (2) Which stakeholders voice stronger opinions a state of “cycle of distrust” where people do on businesses embracing social issues? not trust businesses to actually “walk the talk” • shareholders when it comes to social issues and values, which • employees clashes with people’s expectations wanting more • consumers from businesses when it comes to engagement • board members on social issues. In most cases, respondents said “companies aren’t doing enough to address is- 4 ABSTRACTS 43 (3) What is the state of businesses communicat- References ing social issues around the world? 2022 Edelman Trust Barometer – The Cy- • USA cle of Distrust - https://www.edelman.com/ • Canada trust/2022-trust-barometer • Europe Activists target public relations groups for (4) What are the current trends in communicat-greenwashing fossil fuels, by Andrew Edge- ing social issues? cliffe-Johnson in Financial Times (January 11, 2022) - https://www.ft.com/content/ (5) What are future perspectives in social issues f90562d6-6673-457a-901e-257eb4578d98 management? How communicators can help break the ‘cycle Conclusions and Key Take Aways of distrust’, by Emma Atkinson in PR Daily (January 24, 2002) - https://www.prdaily. Answers to the five research questions helped: com/how-communicators-can-help-break-the- cycle-of-distrust/ • Determine what is “responsible, sincere and authentic communications”. ‘Social Washing’ Is Becoming Growing Head- • How communications and public relation ache for ESG Investors, by Alastair Marsh practitioners can avoid the trap of “washing” in Bloomberg News (April 9, 2020) - https:// their messages on social issues. www.bnnbloomberg.ca/social-washing-is-be- • Which social issues businesses need to em- coming-growing-headache-for-esg-inves- brace and communicate based on their stake- tors-1.1419774 holders. Workers losing faith in employers as they head back to the office, by Matthew Boyle in Bloomberg News (January 26, 2022) - https://financialpost.com/fp-work/workers- losing-faith-in-employers-as-they-head-back- to-the-office Keywords: corporate social responsibility, CSR, corporate responsibility, corporate reputation, social issues, authenticity, trust, issues management, credibility 4 ABSTRACTS 44 Governmental Use of Social Media and AI during Disasters, Crises, and Emergency Response Bowen, Shannon A., University of South Carolina (USA) Introduction and Purpose Limitations and Suggestions for Future Re- search This paper explores the conference theme of whether social media could use a reboot in com-Hurricane response was used as an example in municating with stakeholders during disasters, a coastal southeastern state in the USA. This re-crises, or emergencies. To some extent, this “research is illustrative of response in that state but boot” is not optional: it is happening due to rap-due to variances in states and governing struc- id changes in technology such as AI and machine tures, and across nationalities, the conclusions learning, and due to social changes and pressures should not be applied to other areas without from the sustained crisis of the global Covid-19 further study. Future studies could compare and pandemic. contrast other states, public sector organizations, and nationalities in use of social media and AI Literature Review in emergencies. This study examines the literature of crises, Results and Conclusions emergency, and disaster management, as well as government and public affairs, ethics of gov-Officials detailed the extent to which they used ernmental relations, and applications of artifi-different social media platforms during such an cial intelligence in communication and social emergency, how media relations takes place, media use. RQ: This paper asks, to what extent how misinformation is handled (from honest mistakes to maleficent bad actors), and how cit-are public affairs officers (PAOs) - or Public In-izen-stakeholders are communicated with via formation Officers (PIOs) - using social media social media during crises. Participants want an and Artificial Intelligence (AI) to help manage AI that can show sentiment analysis, monitor crises, emergencies, and disasters? Method: Data news sources, measure the reach of their own collection and analyses is still ongoing: Two fo-messages disseminated via social media, and find cus groups and 8 in-depth interviews with 40 problematic or incorrect information. Current- PAOs working in governmental agencies were ly, research, data analytics, and AI are little-used conducted to understand how social media is in governmental public affairs, especially during used during a crisis, the extent to which misin-crises. This finding shows a need for formative formation interferes with accurate information, and evaluative research, as well as a potential and the potential for AI application in optimiz-for marked improvement in efficiencies via AI ing efficiencies during a crisis or natural disaster. applications. 4 ABSTRACTS 45 Practical and social implications PAOs/PIOs could have a revolutionized ability to identify information reach, flows, provenance, and authenticity as well as to address misinformation on social media via the use of AI. As a computer science team develops the AI supporting this research, the use of AI and machine learning will be tested which can speed the efficiency and accuracy of responses to hurricanes and other crises/disasters. Emergency manage- ment could be improved in numerous ways and used in many locales. Keywords: Public Affairs; Social Media; Crisis; Disaster; AI Acknowledgment: Research funded by a grant from the National Science Foundation (NSF). 4 ABSTRACTS 46 “It’s just a job” Public relations careers in the sex industry Bridgen, Elizabeth, Sheffield Hallam University (UK) Introduction and purpose of study Practical and social implications The positioning of public relations as a strategic The ‘public relations’ experienced by older management function is the result of it drawing practitioners, freelancers, and those working in its body of knowledge and justification from a marginalised occupations (such as the sex in- reasonably mainstream range of organisational dustry and for ‘unethical’ causes such as tobacco types and cultures. Public relations may be more as well as for radical causes) and those whose – or less – than this. We do not know because appearance, abilities, culture, religion or nation-the research around the value of public relations ality marks them as ‘different’ are excluded as to organisations has given little space to the subjects from most public relations research. As opinions, innovations and experiences of those a result, the industry’s desire for ‘diversity’ falls working in marginalised or ‘dirty’ roles or occu-short – sometimes diversity of thought appears pations. As Edwards points out: “the other must only to be acceptable when it comes from peo-be allowed to speak [… and…] be able to con- ple considered worthy of inclusion by industry struct a narrative of the world that reflects their leaders and researchers. This, of course, excludes own experience.” (2015:8) and as researchers, many modes of public relations practice that fall we have a duty to include all worlds when we outside the dominant paradigm. talk about the public relations industry and not just draw our understanding from those we see Literature Review as acceptable or performing the ‘right’ type of public relations. Some may find the idea that the adult industry has public relations roles and a career structure To play a small part in including the views of problematic – how, for instance, does this sit ‘others’, my paper explores the lives and work with the notion that a public relations profes-of women working in public relations and sional should be the “conscience of an organi- communication roles in the ‘adult’ industry sation” (e.g. Neill, & Drumwright, 2012)? But (worth an estimated $15 billion worldwide). dismissing a highly profitable but ‘dirty’ sector is Tibbals notes that “the voices and experiences to overlook and denigrate the people who work of women working in the adult film industry are in it and the experiences and knowledge creat-often overlooked” (2013:21). In other words, ed therein. For instance, Calvert and Richards just because we find an organisation distasteful, (2006), who interviewed five women working should it mean that we disregard the experiences in professional roles in the adult film industry, of those who work in it? noted that it was important to “benefit from understanding the viewpoints and options of real people who produce and perform the content 4 ABSTRACTS 47 which is of scholarly debate” (261). Bibliography Within the adult industry the role of public Calvert, C., & Richards, R. D. (2006). Porn in relations is acknowledged and foregrounded. Their Words: Female Leaders in the Adult Cormella (2008), writing of the AVN Adult Entertainment Industry Address Free Speech, Entertainment Expo, Las Vegas observed that at- Censorship, Feminism, Culture and the Main- tendees included “adult retailers, manufacturers, streaming of Adult Content. Vanderbilt Jour-porn producers, industry talent, fans, public renal of Entertainment and Technology Law , lations experts, and members of the media.” And 9(2), 255-300 Tibbals noted that the adult industry was more Comella, L. (2008). It’s sexy. it’s big business. diverse in its recruitment than mainstream pub- and it’s not just for men. Contexts, 7(3), 61- lic relations, giving employment to those who 63. did not have “both a relevant degree and the class privilege required to complete an unpaid Edwards, L. (2015.) Power, Diversity and Public internship” (2013:30). Relations. Abingdon: Routledge Neill, Marlene S. & Drumwright, Minette E. Research questions (2012). PR Professionals as Organizational What is the lived experience of women working Conscience. Journal of Mass Media Ethics 27 in public relations and communications in the (4):220-234. adult industry? Tibbals, C. A. (2013). Sex work, office work: Women working behind the scenes in the US What do these women think about the ‘main- adult film industry. Gender, Work & Organiza-stream’ public relations industry and their martion, 20(1), 20-35. ginalised position within it? Keywords: Public Relations; adult industry; profes-Methodology sionalism; lived experience; practitioners; pornogra-To explore my research questions, I gathered in-phy formal interview data from women working in public relations and communications roles in the adult industry. Results and conclusions My early research demonstrates that high qual- ity public relations work is carried out within the adult industry and that professional qualifications are not unusual but those working in the industry feel excluded from many discussions about the role of public relations. 4 ABSTRACTS 48 The impact of marketing communication strategies on online consumer- brand community engagement during COVID-19 pandemic Chan, Chun-Hsiang, Taipei Medical University (Taiwan) Wu, Shih-Chia, The Chinese University of Hong Kong (Hong Kong, SAR China) Introduction and purpose of the study dia account would be appropriate. Considering the high social media penetration rate and in- Online brand community engagement plays dustry characteristics (one of the most affected a vital role in developing and sustaining con-industries), the official Facebook account of a sumer-brand interaction to disseminate the lat-premium chain restaurant brand in Taiwan was est news to drive purchase intention (Bilro & selected. Loureiro, 2020). Due to the social distancing and lockdown policies that led to various mea-Literature review surements against the local epidemic, the online brand community became the major communi-The process of behavioral engagement of com- cation channel for brands during the COVID-19 munity members on social media could be explic- pandemic. In turn, various waves of pandemic itly elaborated by stimulus-organism-response measurements may affect consumer-brand inter- (S-O-R model), brand-generated content stim- actions differently. To investiage the phenome- ulates (S) consumer’s emotional reaction (from non, this study aims to quantitatively evaluate brand learning, entitativity, and hedonic values) the changes in consumer-brand interactions on that drives consumer’s behavior response (Carl- social media between two pandemic waves, in- son, Rahman, Voola, & De Vries, 2018). More-cluding pre-, during, and post-pandemic periods. over, the stimulation of behavior engagement is based on service-dominant (S-D) logic, referring Since the outbreak of Covid-19, Taiwan has to an inherently beneficiary-oriented and rela-been one of the few areas with less confirmed tional framework (Chandler & Lusch, 2014). cases after adopting solid epidemic prevention From a practical perspective, Raïes, Mühlbach-policies. Both moderate and rigorous epidemic er, and Gavard-Perret (2015) mentioned that prevention policies have been implemented, re-behavioral engagement could be quantified by spectively, from January to April 2020 and from the frequency and level of brand-consumer in-May to July 2021. Therefore, using Taiwan as an teractions. The context of behavioral engage-example to assess longer term consumer engage- ment on Facebook is adequate to elaborate its ment behavior on an official brand social me- changes due to epidemic prevention policy be- 4 ABSTRACTS 49 cause consumer-brand interaction is multilevel likes (p < 0.001), comments (p = 0.091), and (posts, comments, and shares) and multivariate the daily number of shares (p = 0.004) in the structure (reacts and replies) (Ángeles Ovie-share levels in L2EA were significantly higher do-García, 2014). than L3EA. Though L3EA showed a higher en- gagement in the pre-pandemic, this trend did Methodology not sustain during the pandemic and post-pan- The engagement data from the Facebook fan page demic periods. of the premium chain restaurants were collected Practical implications in 2020 and 2021 via web crawler technique, including posts (numbers of likes, comments, As one of the most affected industries during the and shares within a post), comments (numbers pandemic, restaurants initiated many new ways of likes, replies within a comment, and the dai-to engage consumers through their online brand ly number of comments), and shares (numbers community by posting food delivery services, of likes, comments, shares within a shared post, takeout, and food tips. During both pandemics, and the daily number of shares). Two pandemic the restaurant brand attempted to capture con- waves in Taiwan were examined from January sumers’ attention and to stimulate their intrinsic 23 to April 13, 2020 (level 2 epidemic alert – motivation into behavior engagement response L2EA) and from 15 to July 26, 2021 (epidemic with similar services. One possible explanation alert – L3EA). of higher engagement in L2EA is that consumers had strong emotional needs of having restaurant The pre- and post-pandemic periods were de-services in the beginning of the pandemic that is termined by the range of available data in the in line with the S-O-R model. two epidemic periods, covering one month of the pre-pandemic period of L2EA and L3EA and L3EA, one year after the pandemic, did not four months after the two pandemics. In total, perform a higher engagement that may result 192 posts, 19,912 comments, and 15,400 shared from the anticipated hedonic or utilitarian ser-posts were collected. An independent t-test was vices from the restaurants that may not be able adopted to examine the engagement variation to satisfy consumers. The use of similar stimu-between the two pandemic periods. li (the post content) could not raise the same engagement response or sustain engagement Results and Conclusion of brand-consumer interactions, resulting in a diminishing marginal utility effect in the on-In the pre-pandemic period, numbers of likes (p line brand community. Hence, in the restau- < 0.001) and replies within a comment (p = rant industry, the descending trend of online 0.004) in the comment level in L3EA was sig-brand-consumer engagement could be expected nificantly higher than L2EA, while numbers of in the future possible pandemic periods if no likes within a shared post (p = 0.006) in the new or strong intervention. L2EA share level was significantly higher than L3EA. During the pandemic, the comment level in L2EA was similar to L3EA, while numbers of likes (p = 0.001) and comments within a shared post (p = 0.056) in the share level in L2EA were significantly higher than L3EA. In the post-pandemic period, the daily number of comments in the comment level (p = 0.011) and numbers of 4 ABSTRACTS 50 References Ángeles Oviedo-García, M. (2014). Metric proposal for customer engagement in Face- book. Journal of Research in Interactive Marketing, 8(4), 327-344. doi:10.1108/JRIM-05- 2014-0028 Bilro, R. G., & Loureiro, S. M. C. (2020). A consumer engagement systematic review: synthe- sis and research agenda. Spanish Journal of Marketing - ESIC, 24(3), 283-307. doi:10.1108/ SJME-01-2020-0021 Carlson, J., Rahman, M., Voola, R., & De Vries, N. (2018). Customer engagement behaviours in social media: capturing innovation oppor- tunities. Journal of Services Marketing, 32(1), 83-94. doi:10.1108/JSM-02-2017-0059 Chandler, J. D., & Lusch, R. F. (2014). Service Systems: A Broadened Framework and Research Agenda on Value Proposi- tions, Engagement, and Service Experience. Journal of Service Research, 18(1), 6-22. doi:10.1177/1094670514537709 Raïes, K., Mühlbacher, H., & Gavard-Perret, M.- L. (2015). Consumption community commit- ment: Newbies’ and longstanding members’ brand engagement and loyalty. Journal of Busi- ness Research, 68(12), 2634-2644. doi:https:// doi.org/10.1016/j.jbusres.2015.04.007 4 ABSTRACTS 51 All the lonely people: Considering the attributes of audiences who consume and share untruthful content Chmiel, Michal, Royal Holloway, University of London (UK) Thompson, Gareth, London College of Communication, UAL (UK) Introduction conspiracy theories relating to COVID-19 and measures to mitigate the pandemic. The COVID-19 pandemic has had profoundly negative effects globally. Beyond the immediate Purpose challenges to physical health of the virus itself, the policies and associated public communica-Scholars in public relations, public health and tion of many national governments to protect other fields have already diligently attended to their populations from physical harm – such senders and their messaging in relation to the as the authoritarian advocacy of lockdowns, pandemic and other crises. The focus of this self-isolation and social distancing – have gen-project is to help public relations practitioners erated unintended consequences in the form of to better understand audiences in these situa- mental health issues. In particular, while many tions. In particular, the purpose of the study that people have reported a combination of anxiety, follows is to explore how various individual psy-isolation and loneliness during the pandem- chological attributes affect an audience’s suscep-ic, Jones et al. (2021) identified that vulnerable minority groups such as ethnic minorities, tibility to receive and accept untruthful content, LGBTQ+ communities, low-income families and as well as drive their propensity to share such those already in poor health were at significantly material on social media. greater risk of experiencing loneliness. Literature Review The public communication style of many gov- ernments has combined authoritarianism with Previous studies suggested that supporters of paternalism in order to compel citizens to com-right-wing ideologies manifest a stronger ten-ply with loose guidance and obey new and often dency to share fake news (FN) but political ori-hastily-imposed laws restricting freedoms. De-entation alone did not explain the tendency to spite this public communication effort, a propor-spread FN. Collective Narcissism (CN, de Za- tion of citizens in many nations remains indif- vala et al. 2009) defined as an unrealistic and ferent or opposed to public health messages on exaggerated belief in greatness of one’s ingroup topics such as vaccination. Moreover, over two was identified as a moderator of sharing FN. years on from the initial reports of COVID-19, The more in-group self-esteem on an implicit groups and individuals continue to generate and level was lower the higher was the tendency to distribute untruthful content, fake news and share fake information. 4 ABSTRACTS 52 In the domain of conspiracy theories, Albarracín In the next stage loneliness was experimentally (2021) suggested a motivational continuum, induced. Finally, participants were shown fake ranging from knowledge to social integration news information about risks associated with whereby believing in conspiracy theories can COVID-19 vaccine and asked to assess it on serve an ego supporting function. More specifi-several scales, including probability of sharing cally, this motivation entails defending the ego from (separately) it on social media and among their unpleasant thoughts about the self (p. 206, Albar-peers. Participants also completed the Revised racín, 2021). Several other motivational forces UCLA Loneliness Scale (Russel et al. 1980) are also said to play a role in support for con-twice – before and after experimental manip-spiracy theories: reduction of uncertainty, need ulation. for cognitive closure and need for uniqueness. These factors have been separately investigated After the study, all participants received thor-as correlates of loneliness (e.g. Joubert, 1987; ough debrief information explaining the manip-Parlapani et al. 2020). ulation, fake COVID-19 information and were suggested several credible sources with vacci- Given this pattern of evidence, it would be in- nation information. They were also encouraged teresting to investigate how a state of very few to participate in the Covid 19-vaccination pro-links with others (=loneliness) can further affect gramme. sharing fake information. The present study fo- cuses specifically on the phenomenon of sharing References fake information and its potential ascendants: Albarracín, D. (2020). Conspiracy Beliefs. loneliness, need for uniqueness and need for Knowledge, ego defense, and social integration cognitive closure and CN. Fake News sharing in the processing of fake news. In R. Greif- (for the definitional discussion see Edson et al. eneder, M. E. Jaffé, E.J. Newman & N. Schwarz 2017) is distinguished form disinformation as (Eds.), The Psychology of Fake News Accepting, the later of the terms implies the deceptive in-Sharing, and Correcting Misinformation (pp. tent of the source (e.g. Greifeneder et al. 2021), 196-219). Routledge. while the goal of the study is to identify mo- tivations of sharing fake information without Edson C. Tandoc Jr., Zheng Wei Lim & Rich-making assumptions about harming or deceiving ard Ling (2018). Defining “Fake News”, others. Digital Journalism, 6(2), 137-153, DOI: 10.1080/21670811.2017.1360143 Methodology Golec de Zavala, A., Cichocka, A. K., Eidelson, R., & Jayawickreme, N. (2009). Collective narcis-Experimental design was proposed to establish sism and its social consequences. Journal of Per-causal relationships between investigated vari- sonality and Social Psychology, 97, 1074–1096. ables. Responses from 240 participants were collected as per sample size calculations provid-Keywords: Fake News, Collective Narcissism, Need ed by G*Power (Faul at al. 2009). After col-for Uniqueness, Loneliness. lecting demographic and social media use in- formation, Collective Narcissism (de Zavala et al.2009), Need for Cognitive Closure (Roets & Hiel, 2011) and The Self Attributed Need for Uniqueness (Lynn & Harris, 1997) scales were administered. 4 ABSTRACTS 53 Establishing ‘tacit’ support as ‘CSR risk’: The case study of Boohoo and Black Lives Matter Clarke, Faye, Pembroke and Rye (UK) Read, Kevin, University of Greenwich (UK) Introduction Critique During the pandemic, and following the COP26 This framework, whilst useful for helping to summit, there has been growing pressure, espe-understand activists’ reactions to specific policy cially from millennials, Gen Z, consumer activ-or corporate action, is less helpful when trying ists and institutional investors for Governments to understand the impact that tacit support for and corporations to pursue a wider range of a cause might have for an enterprise. For ex-CSR initiatives. Whilst many new initiatives are ample, during 2020 many corporations offered underway, there has also been a growing number their support for the Black Lives Matter (BLM) of enterprises deciding to communicate public movement. Such support was not always linked support for specific causes. This paper will ex-directly to pre-existing CSR policies and in part plore whether publicly offered support can rep-was often an expression of abhorrence about the resent a significant reputational risk. murder of George Floyd. Literature review Purpose Coombs and Holladay (2015) acknowledged This exploratory paper will study the conse- that CSR can be harmful for an organisation’s quences for the UK based Boohoo fashion group, reputation if it is poorly executed. Both gre-whose brands include Pretty Little Thing, Karen enwashing (Lim et al., 2013), inconsistencies Millen and Wallis, of tacitly supporting the BLM and mismatches of actions (Bhattacharya et al., movement in the summer of 2020. Their act of 2011) are highlighted as potential stimulants support stimulated a rapid and powerful confor reputational challenges. However, these re- sumer activist response. Boohoo’s support for a actions assume that the policy or action taken is cause rather than a specific set of actions linked intended to tackle or highlight issues that relate to pre-existing CSR policies and programmes, to specific corporations’ intentions. They relate stimulated hostile consumer reactions. This rais-to when CSR activity is used to mitigate poten- es a number of new questions around tacit sup- tial corporate risks (Bebbington et al., 2008) port that require exploration. and cover when it aims to enhance a pre-existing reputation or counter activist engagement. 4 ABSTRACTS 54 Core Questions The key focal point being whether Boohoo had the moral legitimacy to support BLM when they Firstly, can tacit support for a cause, unrelated had failed to ensure that those producing their to previous CSR activity or policies, be deemed high street garments received the National Mina CSR risk? Secondly, will support for different imum Wage. types of cause stimulate different levels of reaction and types of consumer activism? Further- The speed and intensity of the consumer activ- more, if tacit support causes a strong reaction, ists’ threats are highlighted along with an explo-will a previous track record as a ‘good’ corporate ration of the notion that race was a particularly citizen with effective engagement with stake-intense trigger for action. holders, help mitigate against hostile consumer Limitations activism? Finally, when tacit support triggers consumer activism, are there preferred strategies This initial study is not designed to present a to help deal with the type of risk? complete framework for understanding tacit support as a CSR risk. Further research is re- Research quired in relation to other circumstances where tacit support has promoted a hostile reaction. To initially address these questions, findings Equally, further work is required to help develop from Clarke’s (2021) study of the Boohoo cri-a classification of risk. Potential corporate reac-sis will be presented for the first time. They are tions also need to be studied further. based on an interpretivist and multi-method ap- proach that allows for individual perceptions to Application of Findings be used to help create new thinking around how we can understand ‘tacit support’ and ‘CSR risk’. Learnings from this study can be used by corpo- rates to help assess the level of risk that is being The study draws upon content analysis of taken when tacit support is publicly offered for 180 tweets from consumer activists criticising a cause. Boohoo’s support for the BLM movement and subsequent accusations of failing to pay workers It will also be suggested to corporates and consultants that tacit support for a cause may vary the National Minimum Wage in their garment widely according to the issue that is being disfactory in Leicester, England. Focus group work cussed. For example, it is speculated that issues will also reveal attitudes of consumers and activ-of race represent a higher level of risk. ists with regard to tacit support for causes. Finally, this study is set to open a dialogue with The 2021 study looks at the circumstances of PR professionals about relevant ways to respond Boohoo providing tacit support for the BLM to activist challenges that arise from tacit sup-movement. It meticulously considers tacit sup- port for a cause. port as a crisis risk. Keywords: CSR risk, BLM, Boohoo, Tacit CSR Support 4 ABSTRACTS 55 Reboot communication job search after Covid-19 pandemic: an empirical analysis Colleoni, Elanor, Università IULM (Italy) Murtarelli, Grazia, Università IULM (Italy) Romenti, Stefania, Università IULM (Italy) Purpose tions about sustainability issues. “If last year was about responding to an un-The health emergency has provided an opportu- precedented shock, this year is about recover- nity to change the games rules in the professioning” (Deloitte, 2022). Covid-19 pandemic has al development field by creating new jobs linked totally affected the scenario where public rela-to sustainable issues; by replacing jobs in indus-tions and communication practitioners operate tries characterised by negative environmental by increasing risk perception and a sense of un-impact with more sustainable jobs; by satisfying certainty towards different aspects of social and the educational need for competences, skills, and professional life (Zerfass et al. 2021). Profes-capabilities to manage socially responsible is- sionals have been forced to reinvent themselves sues and activities. According to this scenario, it and their work tasks due to the pandemic ef-seems necessary to investigate how communica- fects of digital transformation of workflows and tion jobs and skills demand has changed during disintermediation of relationships with isolated and after Covid-19 emergency with a specific stakeholders. focus on the area of sustainability and social responsibility. Moreover, according to OECD, Covid-19 has upended how we approach our economies and Methodology society, by underlining the urgency to recon- struct a more resilient labour market addressed A systematic analysis of communication job to be sustainable and socially responsible (Laub-listings published on LinkedIn platform within iger et al., 2020). More specifically, empirical the geographical area of European Union will studies conducted by OECD have underlined be implemented. The research approach will how much Covid-19 pandemic has emphasised include the following steps: a) the application the importance of strategically addressing the of a multi-keyword search for monitoring job issues of circular economy, sustainable devel-advertising within communication field includ- opment, diversity, equity, and inclusion. During ing keywords linked to sustainability (i.e. “CSR”, the pandemic, we have assisted to short-term re- “Corporate Social Responsibility”; “Circular duction in environmental pressure (for instance Economy”, “Sustainability”, “Green Economy”, energy-related emissions have been reduced by “Environmental Communication”; “Sustainable 7%). The short-term results have heightened en- Report”); b) the implementation of webscrap-vironmental and social awareness and has awak- ing technique, which extracts information from ened consciences of public and private organiza-LinkedIn announcements by retrieving the con- 4 ABSTRACTS 56 tent based on a query, aggregating it, and con- related to the topic model analysis, as the short verting it from unstructured data into structured text, the lack of structure and the lack of context forms (Mitchell, 2018); c) the implementation characterising LinkedIn job postings could affect of a semantic analysis and the machine learn-the machine learning techniques. ing-based technique of topic modelling which identifies and organises words co-occurrence in Practical and Social Implications. large collections of textual data, by attributing categories or labels based on topics or themes The study provides useful insights for aligning identified within the text (Hu et al. 2014). job and skills demands from communication market labour and educational programs offered Research Findings by universities and business schools. The study contributes to delineate a draft of hypothetical A total amount of 59581 job postings have been professional profiles within the sustainable com-emerged in the first part of the analysis. munication field. Originality and Value Number of job Keywords listings This study enriches the stream of research fo- cused on analysing the development of commu- Sustainability 20595 nication profession with a specific interest to the CSR 17200 new trending disciplinary area of sustainability. Environmental Communication 9860 References Sustainable Report 6286 Deloitte (2022). “Global Marketing Trends Corporate Social Responsibility 4129 2022. Towards customer centrity”. Available at the following link: https://www2.deloitte.com/ Circular Economy 1279 content/dam/Deloitte/it/Documents/strategy/ DI_2022-Global-Marketing-Trends.pdf Green Economy 232 Laubinger, F., E. Lanzi and J. Chateau (2020), A classification of professional competences “Labour market consequences of a transition linked to sustainability will be provided to iden-to a circular economy: A review paper”, OECD tify professional activities required in the com-Environment Working Papers, No. 162, OECD munication field. Publishing, Paris, https://doi.org/10.1787/ e57a300a-en. Research Limitations Mitchell, R. (2018). Web scraping with Python: The study is characterised by some limitations. Collecting more data from the modern web. Lon- First, on LinkedIn, job advertisements are us-don: O’Reilly Media, Inc. er-generated contents, inserted and modified Hu, Y., Boyd-Graber, J., Satinoff, B., & Smith, A. manually by LinkedIn users. This means that (2014). Interactive topic modeling. Machine information included in the job posting could learning, 95(3), 423-469. change or job advertisement could be deacti- Zerfass, A., Buhmann, A., Tench, R., Verčič, D., & vated during the analytical process. Therefore, Moreno, A. (2021). the crawlers used for collecting data need to be maintained and fixed. The second limitation is 4 ABSTRACTS 57 European Communication Monitor 2021. Com- mTech and digital infrastructure, video-conferencing, and future roles for communication professionals. Results of a survey in 46 coun- tries. Brussels: EUPRERA/EACD. Keywords: Sustainability; CSR; Job search; Professional Development 4 ABSTRACTS 58 Analysis of the WHO’s social networking communication strategies during the COVID-19 infodemic: The consequences of managing Facebook page according to a diffusionist logic David, Marc D., Université de Sherbrooke (Canada) Carignan, Marie-Eve, Université de Sherbrooke (Canada) Champagne-Poirier, Olivier, Université de Sherbrooke (Canada) St-Pierre, Claudia, Université de Sherbrooke (Canada) The COVID-19 pandemic, who could be de-the public (WHO, 2020b). scribed as a “megacrisis” (Sellnow-Richmond & al., 2018), has given rise to a second crisis—the Methodology “infodemic.” This last word refers to an over-abundance of online and offline information of This paper explores how the WHO has used Face- varying degrees of veracity, including inaccurate, book as an international strategic information misleading or fabricated news, images and vid-and/or communication strategy in order to ful- eos circulating about the disease (World Health fil its mandate during the COVID-19 pandemic. Organization [WHO], 2020a). The effects of More specifically, we analyzed content published disinformation are not insignificant, as they can on the WHO page (4.8 million members at the weaken the actions of agencies tasked with effec-time of conducting the study) between January tively managing the crisis (Brünker et al., 2017), 10 and September 19, 2020. We then performed undermine the communication of trustworthy a socio-technical analysis of the platform (Cham-information to the public (Dornan, 2020), and pagne-Poirier & Ben Affana, 2016) focused on potentially damage the reputations of healthcare 1) the page’s technical architecture, 2) its in-organizations. teraction structures, and 3) the experiences and In the context of a global crisis such as COVID-19, contributions of the users. Our analysis is mixed the World Health Organization (WHO) has an in that it qualifies and quantifies WHO practices obligation, as part of its mandate, to commu-as well as providing a better understanding of nicate scientific information (Blouin Genest, how the users participate in and contribute to 2015) on public health. To this end, the WHO the platform. Finally, linking our data to WHO uses both public relations media (press releases obligations and objectives allowed for an anal-and press conferences) and social networking ysis and interpretation of the communication sites to communicate public health messages to strategies put in place. 4 ABSTRACTS 59 A total of 481 WHO Facebook posts about the measures and information dictated by the the COVID-19 pandemic published during the WHO. The contamination of the WHO’s state- study period were analyzed. These posts gener- ments is a concern in that it may undermine ated more than 3,343,636 comments, 250,000 the fight against COVID-19 (Bridgman & al., of which we processed in order to reach what we 2020; Pavelea & al., 2021). Indeed, the WHO’s consider to be “theoretical saturation” (Corbin communication efforts were not adapted to the & Strauss, 2015). reality of the multidirectional exchanges on its Facebook page. Results In sum, our paper aims to enable the WHO and Our mixed analysis of the 481 posts led, among more importantly all public health organizations other things, to the observation that the publi-to better understand the communicative nature cation types used most frequently by the WHO of social networking sites in order to better use are infographics (42%), Facebook Lives (38%) them in their communication strategies aiming and animated videos (11%). The three themes to mitigate the impacts of the pandemic on citi-most addressed by the WHO in its 481 publi- zens and users. cations are preventive measures (26%), current events (20%) and conceptual and medical ex-Bibliographical list: planations (16%). Our qualitative analysis of the comments helped identify nine types of commu-Blouin-Genest, G. (2015). World Health Orga- nicative intentions and twelve interrelated user nization and disease surveillance: Jeopardizing profiles. Modeling of these relationships, as well global public health? Health, 19(6), 595-614. as the specificities of the intentions of the WHO https://doi.org/10.1177/1363459314561771 and user profiles, revealed that (unidirectional) Bridgman, A., Merkley, E., Loewen, P. J., Owen, diffusionist information strategies did not allow T., Ruths, D., Teichmann, L., & Zhilin, O. for an effective management and moderation (2020). The causes and consequences of of alarming, misinformative, disinformative or COVID-19 misperceptions: Understanding conspiratorial comments and contents (Landi & the role of news and social media. The Har-al., 2021; Malecki & al, 2021). vard Kennedy School Misinformation Review, 1. https://doi.org/10.37016/mr-2020-028 Conclusion and implications Brünker, F., Lehr, J., Marx, J., Mirbabaie, M., Globally speaking, the extent of interactions on Schwenner, L., & Stieglitz, S. (2017). Sensem-the WHO Facebook page during the pandemic and aking and Communication Roles in Social Media the different ways it has been used show its im-Crisis Communication. 13th International Con- portance in the WHO’s communication strategy. ference on Wirtschaftsinformatik, St. Gallen, This project demonstrates the many different at-Switzerland. tempts made by users (the users/receivers) to Champagne-Poirier, O., & Ben Affana, S. (2016). participate in mediatization and sensemaking Construction sociotechnique du web 2.0 : La around the COVID-19 crisis through this page Tribune de Tout le monde en parle. Dans J. (Weick & Sutcliffe, 2015; Généreux & al., 2020). Luckerhoff (ed.), Médias et société : la perspec-The page also exhibits a lack of moderation tive de la communication sociale (p. 131-150). on the part of the WHO. This is particularly Presses de l’Université du Québec. problematic considering that a large number of comments made on the page went against 4 ABSTRACTS 60 Corbin, J., & Strauss, A. L. (2015). Basics of Weick, K. E., & Sutcliffe, K. M. (2015). Manag-Qualitative Research (4th ed.). Sage Publications ing the Unexpected – Sustained Performance in a Ltd. Complex World (3rd ed.). John Wiley & Sons, Dornan, C. (2020). La désinformation en science Ltd. dans le contexte de la Covid-19. Forum des poli-World Health Organization. (2020a, September tiques publiques. https://ppforum.ca/wp-con- 23). Managing the COVID-19 infodemic: Promot- tent/uploads/2020/06/LaD%C3%A9sinforma- ing healthy behaviours and mitigating the harm from tionEnScience-FPP-Juin2020-FR-1.pdf misinformation and disinformation. https://www. Généreux, M., David, M. D., O’Sullivan, T., Cari-who.int/news-room/detail/23-09-2020-man- gnan, M., Blouin-Genest, G., Champagne-Poir- aging-the-covid-19-infodemic-promot- ier,O., Champagne, E., Bulone, N., Qadar, Z., ing-healthy-behaviours-and-mitigat- Herbosa, T., Jimg. K.,Ribeiro-Alves, G., Arruda, ing-the-harm-from-misinformation-and-dis-H., Michel, P., Law, R., Poirer, A., Murray, V., information Chan, E., & Roy, M. (2020). Communication World Health Organization. (2020b, November strategies and media discourses in the age of 9). WHO and the WHA – an explainer. An intro- COVID-19: An urgent need for action. Health duction to the World Health Organization, its vital Promotion International, 36(4), 1178-1185. role in the fight against COVID-19, and the virtu-https://doi.org/10.1093/heapro/daaa136. al World Health Assembly. https://www.who.int/ Landi, S., Costantini, A., Fasan, M., & Bonaz-about/governance/world-health-assembly/sev- zi, M. (2021). Public engagement and dia- enty-third-world-health-assembly/the-who- logic accounting through social media dur- and-the-wha-an-explainer ing COVID-19 crisis: a missed opportunity? Keywords: Strategic communication, COVID-19; Accounting, Auditing & Accountability Journal, Facebook, World Health Organization, public health 35(1), 35-47. https://doi.org/10.1108/AAAJ-08-2020-4884 Malecki, K. M. C., Keating, J. A., & Safdar, N. (2021). Crisis Communication and Public Perception of COVID-19 Risk in the Era of Social Media. Clinical Infectious Diseases, 72(4), 697-702. https://doi.org/10.1093/cid/ciaa758 Pavelea, A. M., Neamtu, B., & Pavel, A. (2021). Do social media reduce compliance with COVID-19 preventive measures? Policy Stud- ies. https://doi.org/10.1080/01442872.2021.2 000595 Sellnow-Richmond, D. D., George, A. M., & Sellnow, D. D. (2018). An IDEA Model Analysis of Instructional Risk Communication in the Time of Ebola. Journal of International Crisis and Risk Communication Research, 1(1), 135-166. https://doi.org/10.30658/jicrcr.1.1.7 4 ABSTRACTS 61 Role of the reflective (communication) strategist in obtaining social intelligence as part of environmental assessment: A case study of International Airport X Davids, Deidre, Cape Peninsula University of Technology (South Africa) Introduction and purpose reflective strategist role in the corporate communication domain, conceptualised and empirically The case selected for this multidisciplinary re-verified in South Africa (SA) by Steyn (2000); search in the corporate communication and and to explore it in the context of obtaining strategic management domains is Interna-social intelligence as part of the environmental as-tional Airport X -- Africa’s third largest, most sessment process. Secondly, to reaffirm this role award-winning airport (e.g. Skytrax World Air-empirically, according to senior management’s port Awards ranked it 22nd Best Airport in the normative expectations and their perceptions of its World in 2019). Seven of its eight senior man-performance. agement team members were the respondents in the descriptive survey conducted. As the re- The major research objective set to address searcher, the eighth (Senior Manager: Corporate this two-fold problem is to explore and de-Affairs) was excluded. scribe the role of the reflective (communication) strategist in obtaining social intelligence as part of The main problem of this intrinsic case study the environmental assessment process at the soci-is that the Airport’s stakeholder/issues landscape etal (macro) level of an organisation, to be used is shifting drastically, inter alia due to pending as input into enterprise strategy development. infrastructural developments and extensive land acquisitions (e.g. a new runway has major con-Literature review sequences for the three surrounding informal settlements/shanty towns). Although competi-In the field of corporate communication, the tive intelligence is gathered as part of the envi-focus was to identify questionnaire statements ronmental assessment process, the need for and for the descriptive survey (in November 2019) importance of obtaining social intelligence as a to reaffirm the relevance of the reflective (com-tool to address stakeholder/societal expectations munication) strategist role two decades later. The and values as well as the early identification of point of departure was the stream of research concerns/issues, do not appear to be fully under-on the “PR strategist role” initiated by Steyn stood by senior management. (2000); Steyn and Green (2006) who added a reflective dimension (based on the EBOK proj- The secondary problem of this instrumental ect); Everett (2006); Niemann (2009); and US case study is theoretical: Firstly, to relook the researchers Tindall and Holtzhausen (2011). 4 ABSTRACTS 62 Other strategic roles research -- notably Beur- ment on a regular basis. er-Züllig, et al. (2009); Zerfass and Viertman (2017) -- provided conceptual guidance in de-The above strategic and applied research find- veloping new statements. ings contribute substantially towards addressing the intrinsic case problem. Although the findIn the field of strategic management, the focus ings cannot be generalised, they provide guide-was on obtaining an initial understanding of the lines to senior management in the private, public other major concepts environmental assessment and non profit sector. and social intelligence (“competitive intelligence” from marketing provided most guidance). (While not a research objective), the findings of the survey’s 32 items provided the foundation Methodology for the reconceptualisation of the reflective strategist role in providing social intelligence as part Mixed methods (triangulation) was selected by of the environmental assessment process, which conducting secondary research (literature re-advances theory -- likewise the conceptualisa- view) and primary research (descriptive sur- tion of social intelligence based on the literature vey). The sample size of seven was small but review. These basic and introspective research represented a census. Eight previously verified findings contribute substantially towards ad-measurement items (i.e. 25% of the 32 items) dressing the study’s instrumental case problem. from the early stream of research was replicated in order to reaffirm the original “PR strategist/ Future research (to address limitations) reflectionist” role. The other 24 items were developed based on the literature review. Hypoth- Exploratory/empirical research to provide a esis testing (paired samples t-tests) was done on clearer understanding of the interrelationship of the findings of all 32 items. the concepts reflective strategist role, social intelligence and environmental assessment. The rationale for a descriptive survey was to maximise the valuable time of senior exec-Further research on environmental assessment can utives; establish the purpose through the state-address the ‘how’ it is to be done, i.e. develop a ments provided; provide a common frame-formalised system (and not only the ‘what’). work amongst respondents to improve validity; Limited literature on social intelligence necessi-and serve as an educational tool re the major tates further research of the concept. concepts. Based on recent roles research, statements (ac- Implications of results and conclusions tivities) to broaden the reflective strategist role The survey provided senior management’s ex-can be developed and measured. pectations and perceptions of performance with Keywords: Corporate communication strategist, PR regard to gathering social intelligence as part of strategist role, reflective strategist, environmental as-the environmental assessment process and the po-sessment, social intelligence. tential role of the reflective strategist therein. Organisations of today need to adopt a structured, formalised environmental assessment approach whereby senior management listens to, interacts with, and obtains feedback from their external (and internal) stakeholder and societal environ- 4 ABSTRACTS 63 Dear COVID-19, Message from Employee Diaries: Reformulating Employee Communication with the Pandemic Görpe, Tevhide Serra, University of Sharjah (U.A.E.) Öksuz, Burcu, Izmir Katip Celebi University (Turkey) Introduction and purpose of the study into a vacuum in people’s heads” (Davenport and Barrow, 2009, p. 21). Organizations need The aim of the study is to understand the chal- to work to develop and nurture commitment to lenges of the employees who are working re-employees that requires two-way relationships motely due to the COVID-19 pandemic. What (Robinson et al., 2004). “Employees are seeking are their (non)challenges they went through to be informed, reassured, and encouraged” (Du-with the shift of working remotely? What type Frene and Lehman, 2014, p. 444). COVID-19 of future are they forecasting in employee re-global pandemic had created a global impact in lations? What are the lessons to be taken from the lifetime of many people in many ways. A this experience for restructuring the employee study conducted by Institute for Public Relations relations in the future? There are not many stud-and Peppercomm on how businesses are han- ies which look at the impact of working from dling the crisis have found out that communicat-home on employee relations/communication. ing the employees on COVID-19 was a priority With COVID-19 pandemic, working from home for the communication function. (2020) has been widespread all over the world, in many industries, and in different type of organizations. Methodology Employee working can also employ a hybrid ap- proach in future. This research can create aware-The research is qualitative. Diary method will ness and may help to reshape employee and be used. “A diary can be defined as a document management communication/relations. created by an individual who has maintained a regular, personal and contemporaneous record.” Literature Review (Alaszewski, 2006, p.1). It is an innovative way of gaining rich insights about the daily process-Communicating effectively is always difficult, es, relationships, products and consumers (Pat-and when people are under stress, anxious and terson, 2005, p. 142). “Diaries, self-report in-sad, this becomes even more difficult (DuFrene struments used repeatedly to examine ongoing and Lehman, 2014, p. 444). Effective communi- experiences, offer the opportunity to investigate cation positively affects employees to engage in social, psychological, and physiological processes, their jobs and achieve their goals in difficult times within everyday situations.” (Bolger et al., 2003, (Chanana, 2020). ‘No communication ever falls p. 580). The sample of the study consists of 10 4 ABSTRACTS 64 randomly chosen employees who are working ei- socialization and being accessible all times. The ther from home or hybrid. They will be asked to research will uncover the specific issues of em-write their diary for a work period of five days. ployees who are working from home and sug- The employees will be asked to write on “how gest a guide for psychologically healthy employ-they spend their workday at home,” “how they ee who would be more productive and happier dream spending their next workday,” and “what at the same time. could be done to make their next day a better day.” Diary method is usually used with another References method and the same group of people will also Alaszewski, A. (2006). Using diaries for social re-be interviewed. Diary method is not often used search. Thousand Oaks, California: Sage Pub- in communication studies so a research paper on lications. employee relations during the COVID-19 pan- demic can provide valuable insights. Bolger, N., Davis, A., & Rafaeli, E. (2003). Diary methods: Capturing life as it is lived. Annual Results and Conclusion review of psychology, 54(1), 579-616. The study is work-in-progress. Chanana, N. (2020). Employee engagement practices during COVID‐19 lockdown. Journal Limitations of the study of Public Affairs, DOI: 10.1002/pa.2508. Barrow, M. S., & Davenport, M. J. (2012). Em-It is exploratory research and the number of ployee Communication During Mergers and Ac-participants to the study are limited. quisitions. Gower Publishing, Ltd. Suggestions for future research DuFrene, D. D., & Lehman, C. M. (2014). Navigating change: Employee communication in The diary method can be used with a larger times of instability. Business and Professional number of employees working remotely, and Communication Quarterly, 77(4), 443-452. industry specific employee experiences and per- Patterson, A. (2005). Processes, relationships, ceptions could be studied as well. settings, products and consumers: the case for Practical and social implications qualitative diary research. Qualitative Market Research: An International Journal, 8(2), 142- The public relations/communication and human 156. resources functions of organizations have now Robinson, D., Perryman, S., & Hayday, S. (2004). actually an issue (COVID-19) where they can The drivers of employee engagement. Insti- equally partner in managing employee relations. tute For Employment Studies Report, https:// The research will inform us on communication www.employment-studies.co.uk/system/files/ challenges of working from home, expectancies resources/files/408.pdf of employees, and how to integrate human factor COVID 19: How businesses are handling the in this “isolated” environment. Suggestions will crisis (March 12 2020) https://instituteforpr. be made on how to communicate with employ- org/coronavirus-covid-19-comms-report/ ees and how employees want to communicate with the management and with their colleagues. Keywords: employee communication, COVID-19, Working from home may have benefits such as diary method, employee not commuting to work, (losing time) and has also other negative impacts such as affecting the 4 ABSTRACTS 65 Global Capability Framework in Turkey: Findings of the Delphi Study on Public Relations and Communication Profession Capabilities Görpe, Tevhide Serra, University of Sharjah (U.A.E.) Öksuz, Burcu, Izmir Katip Celebi University (Turkey) Introduction and purpose of the study are linked to competencies, but they are more dynamic. Gregory (2008) defines competencies The researchers extended the project of Global as “behavioral repertoires or sets of behaviors that Alliance Global Capability Framework (GCF). support the attainment of organizational objec- GCF is a global study which has been carried tives (p. 216). by many countries’ researchers to explore the capabilities required for the public relations and Methodology communication profession. This is a replication of the study which has three phases, Delphi, sur-The research aims to look for the most import- vey and focus groups. The aim of the paper is to ant capabilities in public relations and commu-share the results of the Delphi round carried out nication management in Turkey. The initial stage with a panel of public relations/communications compromised of a Delphi study in which a panel experts to explore the capabilities. of experts were asked to identify the core capabilities of the field. The objective was to come up Literature Review with agreed core capabilities. In the first round, the panel members were asked to list and de-Knowledge has been discussed in public refine these capabilities. In the second round, they lations education, both in undergraduate and were asked to rate them in terms of importance. graduate curriculums, but there is not much in- In the final round, they were asked to indicate formation on the knowledge areas of European the top most important ones by ranking them. practitioners (Tench and Moreno, 2013). Of the The Delphi study carried out had 14 experts of many contributions of Global Alliance is a glob-which 6 of them are academics, 5 practitioners al standard (GBOK project) for the practice by and 3 employers. studying the research, educational frameworks and credentials. From the GBOK project, an-Results and Conclusion other project developed- the Global Capability Framework. The rationale behind it is that public The paper will share the results from the Del-relations is not practiced in every country in the phi panel. From the first round 30 capabilities same way, therefore there is a need to approach came out. The contribution to the communica-it from the “capability” perspective. Capabilities tion strategy, managing corporate reputation, 4 ABSTRACTS 66 integration of the organization to updated na- References tional and international developments, effective use of digital and conventional communication Gregory, A. (2008). Competencies of senior channels, management of issues, risks and crisis, communication practitioners in the UK: An following the trends in the business world and initial study. Public Relations Review, 34(3), integrating them to business models in the orga-215-223. nization and following the technological advanc-Gregory, A and Willis, P.(2013) Strategic public es are some of the highlighted capabilities by the relations leadership. London: Routledge. Delphi analysis. Tench, R., & Moreno, A. (2015). Mapping com-Limitations of the study munication management competencies for Eu- ropean practitioners. Journal of Communication This is the first stage of a comprehensive study. Management, 19 (1). 39 - 61. Suggestions for future research Keywords: public relations capabilities, Turkey, Global Capability Framework, Global Alliance The study will be carried out with a survey which will reach to a broader base of public relations professionals, and academic in Turkey. Then there will be also three focus groups conducted. Practical and social implications The findings of the study after being endorsed by the public relations professional associations in Turkey and communicated widely in the academia as well can be used by practitioners and employers. The academia also has an action plan to incorporate these in the public relations programs. 4 ABSTRACTS 67 The emotional toll of the Covid 19 pandemic on health communicators and its leadership effects Gregory, Anne, Huddersfield University Business School (UK) Davies, Eleanor, Huddersfield University Business School (UK) The Covid 19 pandemic is an extended crisis. dialogue. The main purpose of pandemic out-Its nature and longevity have challenged national break communication is to influence behaviours health communication professionals on multiple at scale in order to affect health outcomes posi-fronts, requiring them to engage with broader, tively. However, there is a gap in both literatures and often new, audiences, new ways and in a about the lived experience of health communica-complex and rapidly changing environment. Sig- tors going through a pandemic and in particular, nificant emotional resilience has been demand-their emotional response to it. ed of them by their organisations and society in general. Drawing on qualitative interviews, this This research addresses this gap by examining paper examines four dimensions of emotional the individual emotional experiences of senior impact on the crisis on health communicators: communications professionals in the UK Na- the specific triggers that generated an emotional tional Health Service: the world’s largest public-reaction, the emotions these evoked, the support ly funded health care system. Seventeen health mechanisms communicators used and the differ- communicators from across the NHS system, ential effects it had on those communicators as including hospitals, ambulance, mental health, leaders in their organisations. commissioning and regulatory organisations, participated in a two stage qualitative data col-In their extensive review of the public relations lection process. First each respondent inde-crisis literature Manias-Munoz, Jin & Reber, pendently made audio recordings which asked (2019) conclude that field is organisation-cen- them to focus on three ‘critical incidents’ of tric and focuses on reputation and image repair. their choice and which captured the strongest Crises affecting whole populations are rarely positive or negative emotional reactions the pan-covered. Outside the public relations field there demic had caused. They were asked to reflect is significantly more literature on pandemic on those emotional reactions and articulate what communication with a number of reviews (Loud they felt and why, what actions they took and & Simpson, 2017; Infanti el al., 2013) and why, how they would have liked things to be models and recommendations for effectiveness different, and what support they did/would have (Staupe-Delgado & Kruke, 2018; Amirkhani et liked to have. They were also asked to reflect al., 2016). Much of this literature mirrors prin-on what changes they would like for the future. ciples outlined in the public relations crisis lit-Thematic analysis of these incidents revealed erature such as the importance and nature of clear emotional ‘triggers’ as well as the types of 4 ABSTRACTS 68 emotions experienced. However, there were two References clear tracks on the other topics covered in the recordings around reactions, actions taken and Amirkhani, A.H., Saremi, A.R., & Shahrasp, R. support recommendations. In the second stage (2016), The relationship between structural of data collection, respondents were interviewed and content dimensions of organization with individually by the research team. Each of the crisis communications preparedness, Mediter- themes was explored in depth and participants ranean Journal of Social Sciences, Vol. 7, No. 3, were given the opportunity to bring other per-pp 54-64 spectives which they believed to be pertinent. Infanti J, Sixsmith J, Barry MM, Núñez-Cór-doba J, Oroviogoicoechea-Ortega C and The paper presents insights into the nature of Guillén-Grima F. A (2013). Literature review the triggers to the emotional responses of health on effective risk communication for the prevention communicators, their responses to emotional and control of communicable diseases in Europe, experiences and their subsequent reflections. Stockholm Sv: ECDC. The findings also cover the effect on the leadership of these senior communicators, both posi- Loud, E. & Simpson, I. (2017). D3.3 Review of tive and negative. Distinct differences between best practice, inventory of digital/social media for individuals in their response patterns were ob-communications and analysis of current systems served which the authors characterise as broadly and technologies, PANDEM – Pandemic Risk compliant or commanding. The variables that and Emergency Management: pandem.eu.com have led to this are explored and explained. The Manias-Munoz, I, Jin, Y. & Reber, B. (2019). impacts on health communicators as individuals, The state of crisis communication research as well as broader implications for the commu-and education through the lens of crisis schol- nication function are also examined. ars: An international Delphi study. Public Relations Review, no. 45, article 101797. The research has led to policy recommendations for the NHS which will ensure that the emo-Staupe-Delgado, R., & Kruke, B.I. (2018). Pre-tional well-being of those who form the ‘second paredness: unpacking and clarifying the confront-line’ of healthcare is factored in to emercept. Journal of Contingencies and Crisis Man- gency plans for the future. agement, Vol. 26, No. 2, pp. 212-224. Keywords: Covid-19, emotion, emotional toll, health communication professionals, triggers 4 ABSTRACTS 69 Engaging Teachers through Effective Communication: Restarting the Government Communication in Education Hejlová, Denisa, Charles University (Czech Republic) Ježková, Tereza, Charles University (Czech Republic) Klabíková Rábová, Tereza, Charles University (Czech Republic) Konrádová, Marcela, Charles University (Czech Republic) Koudelková, Petra, Charles University (Czech Republic) Schneiderová, Soňa, Charles University (Czech Republic) Introduction and purpose of the study rules to their students and pupils, they were often fighting with lack of digital literacy and use The pandemic situation has uncovered and ex-of modern communication tools, such as online posed many issues in communication between video teaching, instant messaging applications, the government and its citizens, not only in the or even emails. And in some cases, they were health sector, but also in education. During the also in a double role of parents who shall have pandemic, schools have been under many gov-home educate their children too. The goal of ernment restrictions, and they’ve had to follow this study is to bring new knowledge about the many unprecedented rules – such as wearing state of (strategic?) government communication masks, social distancing or even closed schools in education, identify potential communication and online teaching. The governments had to knots (problems) and draft managerial implica-communicate new rules and restrictions to var- tions for strategic communication (Holtzhausen ious stakeholders in the education sector: to the and Zerfass, 2015). In this study, which is a part founders of the schools (usually municipalities, of a larger project examining the government private or religious organisations), to the direc-communication of the Czech Ministry of Educa- tors of the schools and to the teachers, as well tion, Youth and Sports (MEYS), we have raised to the “recipients” of education: pupils, students, research questions: and their parents. In many cases, this communi- cation did not go smoothly and soon many prob- • RQ1. How do the teachers perceive and trust lems arose: the stakeholders, including teachers, the MEYS and its role in education? were confused about the government regula- • RQ2. Where do teachers gain information tions, they did not want to follow them, the dis- (concerning education or government mea- information and various Covid-related hoaxes sures) from? What information sources do spread quickly and the trust towards the governthe teachers use? ment fell even lower. Teachers found themselves • RQ3. What opinions do teachers hold about often in a difficult position: they were often the specific stakeholders in education, such as ones who were expected to understand the new governmental and non-profit organisations? 4 ABSTRACTS 70 • RQ4. Are there any communication or other Results and conclusions barriers or problems in communication be- tween the teachers and MEYS? Our results show (RQ1) that the teachers have very low expectations from MEYS and their Literature review contact with this top government institution is very distant. 71 % of the respondents have nev-The field of government communication has er been in direct communication with MEYS, emerged recently to analyse and understand the despite only about half of the teachers thinks nature of communication of democratic gov-that they are well informed about the news and ernments with its citizens (Sanders and Canel, important information in education. Most of the 2013). Public communication is represented teachers don’t value MEYS as the key leader in with multifaceted and complicated interactions education nor as a trend-setter of innovation in with various stakeholder groups. It’s effective-communication. Teachers expect from MEYS ness is necessary for the functioning of the dem-support (22 %), precise directions (15 %) and ocratic society (Luoma-aho and Canel, 2020). punctual information on time (15 %). However, The government communication in democratic they don’t meet these expectations – only 38 % societies is under media control, which is neces-of teachers state that the MEYS at least partial-sary to keep it under control (Liu and Horsley ly meets their expectations. Therefore, (RQ2) 2007, p. 378, Liu et al., 2010, p. 190, Gelders et teachers don’t even try to reach the MEYS for al. 2007, p. 328, Fredriksson and Pallas, 2016, obtaining information – instead, they reach to p.149). their bosses (principals) (68 %) or they search Methodology internet in general (33 %). Only 14 % of teach- ers declare they follow social media of MEYS We have used both qualitative (Creswell, 2007) and this number is in reality probably even low-and quantitative research methods (Bradburn, er due to the low numbers of the MEYS’s so-Sudman and Wansink, 2004; Berger, 2016) in cial media account followers. (RQ3) Teachers this study. Concerning qualitative research, we reach for different opinion leaders in education, have conducted 3 focus groups with teachers but mostly they follow their principal. For the (pre-school, primary, secondary and high school teachers, it’s important to have not a vertical teachers, excluding universities and higher edu-communication line, but horizontal – to have cation, mixed gender and age groups) in three the possibility to share or discuss information regions of the Czech Republic (Praha, Ostra-with their peers or colleagues. They also cherish va and Hradec Králové), N=18 (3 FGDs per 6 traditional media formats as a bulletin or fixed teachers) in October – November 2020 (on-information board on the wall in their meeting line). In quantitative research, we have conduct-room. There are many communication barriers ed an online opinion research among teachers between the MEYS and the teachers: only 13 % (N=530) in length about 28 minutes from April of teachers think that the government commu- 16th until August 6th, 2021. The qualitative renication targeting teachers from MEYS is pro- searched helped us to get insight and draft the fessional, transparent, or friendly to them. More later quantitative questionnaire. Both quantita-importantly, they also think that the communi- tive and qualitative research was designed by the cation is not understandable (86 %) and even research team but executed with the help of the clear (83 %). IPSOS Czech Republic research agency. 4 ABSTRACTS 71 Practical and social implications communication plan, scenarios for social change and long-term implementation, with the respect Firstly, the MEYS must acknowledge the fact to its democratic boundaries (Holtzhausen and that one of their key and primary stakehold-Zerfass, 2015, Sanders and Canel, 2013; Gelders ers, the teachers, don’t have a very favourable and Ihlen, 2010). view of them and don’t perceive their communication as understandable, clear, or timely. Literature Therefore, we have to recommend getting back to the very basics of the public relations theo-Baines, Paul, Egan, John & Jefkins, Frank. 2011. ry, first drafted by Scott Cutlip and known as Public relations: contemporary issues and tech- 4 Cs in communication and then later elabo-niques. London: Routledge. rated on by many communication scholars and Berger, Arthur A. 2016. Media and communica- practitioners (Grunig 2002; Baines and Frank tion research methods: an introduction to quali-2011). The MEYS should develop a strategic tative and quantitative approaches. Los Angeles: government communication plan and re-engage Sage. with teachers through new communication ap- proach (Sanders and Canel, 2013; Holtzhausen Bradburn, Norman M., Sudman, Seymour & and Zerfass, 2015; Falkheimer and Heide, 2018; Wansink, Brian. 2004. Asking questions: the de- Fredriksson and Pallas, 2016). finitive guide to questionnaire design--for market research, political polls, and social and health ques-Secondly, the MEYS needs to establish a system tionnaires. New York: Wiley. for getting feedback and enabling the teachers to Canel, María J. & Luoma-aho, Vilma. 2018. Pub-ask further questions, either on their website or lic sector communication: closing gaps between easily searchable telephone numbers with clear citizens and public organizations. Hoboken, NJ: competencies. Wiley. Thirdly, despite MEYS has invested large sums Carey, James W. 2008. Communication as culture. in social media and online communication, this Essays on media and society (rev. ed.). London: form of communication does not reach the Routledge. teachers. It needs to engage in teachers in a dif-Creswell, John W. 2007. Qualitative inquiry and ferent communication mode, respecting them, research design: choosing among five approaches. creating more horizontal communication ex- (2nd ed.). Thousand Oaks, CA: Sage. periences, such as workshops or shared groups, Falkheimer, Jesper & Mats, Heide. 2018. Stra-where they can participate and engage more ac- tegic communication: an introduction. London: tively. The top-down communication, which re- Routledge. sembles the army system, is paradoxically avoid-ed and not respected by the teachers, despite Fredriksson, Magnus & Pallas, Josef. 2016. the education system in the Czech Republic is „Characteristics of public sectors and their still much based on the Habsburg’s idea of top-consequences for strategic communication.“ down structure and “one size fits all” approach. International Journal of Strategic Communication, To sum up, MEYS has to implement options for Vol. 10, No. 3, s. 149–152. ritual communication (Carey, 2008) to regain Gelders, Dave & Ihlen, Oyvind. 2010. „Govern-trust and build relations with teachers, only then ment communication about potential policies: in can mentor them and try to be perceived as public relations, propaganda or both?“ Public an innovation leader. This requires a strategic Relations Review, Vol. 36, No. 1, s. 59–62. 4 ABSTRACTS 72 Grunig, James E. et al. 2002. Excellent public relations and effective organizations: a study of communication man- agement in three countries. Mahwah, NJ: Lawrence Erlbaum Associates, Inc. Holtzhausen, Derina and Zerfass, Ansgar (2015). The Routledge Handbook of Strategic Communication. London: Routledge. Liu, Brooke Fisher & Horsley, Suzanne J. 2007. „The government communication decision wheel: toward a pu- blic relations model for the public sector.“ Journal of Public Relations Research, Vol. 19, No. 4., s. 377–393. Liu, Brooke Fisher & Horsley, Suzanne J. 2010. The government and leadership: a reference handbook. Washington, D. C.: Sage Press. Sanders, Karen a Canel, José M.. 2013. Govern- ment Communication: Cases and challenges. New York: Bloomsbury. Keywords: government communication; strategic communication; stakeholder management; education 4 ABSTRACTS 73 Actions speak louder than words. Though we see the same world, we see it through different eyes (Woolf, 1938, p.18) Hewson, Sinead, Webster University (The Netherlands) This paper discusses transparency, trust, how we leadership teams assume that “comms will fix show up and whom do we serve and whether it”(Hewson, 2021, p. 155). It explores what oc- communicators are contractually obliged to be- curs when an organisation communicates a mes- have in alignment with the messages they com- sage and then behaves contrary to that message municate on behalf of their employer. It access-disengaging stakeholders. Moreover it possible es unpublished interview transcripts from the to rebuild reputation, credibility and trust? doctoral thesis “Communication at the Core: Exploring decision-making when communica- Two examples of globally recognisable organi- tion is at the heart of an organisation’s stratesations, and three country based organisations gy development.” In the study 34 international whose corporate behaviours do not match their communication and organisations commented mission, vision and values are examined. on how communicators are perceived in the board-room and at grassroots level. This topic Organisation leaders are on public record has gained momentum in 2022 specifically re- demonstrating this. The examples cited go on lating to the behaviour and ethics of communi- to explain and how social media platforms and cation professionals in high profile government, activist communicators escalated the issue en-international institutions and media outlets. It abling public discourse and a commitment from explores whether communication professionals the organisations concerned for independent act as a reflection of the organisations they rep-analysis, transparency and to take on board any resent, the mouth-piece of the CEO or trusted recommendations from formal enquiries. The advisors offering counsel to organisations. Has examples cited also demonstrate that “the most the role of modern communicators shifted to in- impactful stakeholders, are employees who can termediaries managing mistrust and the balance communicate in their own right and act a reflec-of power (Bourne, 2013, p. 72), sense-makers tion of the organisations they represent build- (Fiske, 1982, p. 19) or are they digitally dextering trust through personal and professional netous technicians (Gartner, 2019, p. 11)? works” (Hewson, 2021, p. 149). The paper shares examples of communication Can communicators act as intermediaries man-best practise and questionable behaviours of ac-aging mistrust and the balance of power (Bourne, tions not aligning with corporate messaging and 2013, p. 72). Although communicators are well points out that communicators are often taken placed to address this issue, a number of high for granted by internal and external stakehold- profile communicators have compromised public ers. For instance when a problem arises trust in the sector. The paper asks whether the 4 ABSTRACTS 74 profession needs to (i) galvanise holding those who compromise the profession to account, (ii) regulate the sector to enable consistency of practise, standards, transparency and ethics or (iii) keep the status quo. The paper concludes with a call to action to calibrate and standardise communication definitions, professional qualifications, ethical & professional standards and work flows; and to facilitate research to advance the profession and quantify the impact and value of communication in terms of transparency, process gains and levels of trustworthiness. Transparency implies openness, communica- tion, accountability and trustworthiness. Is that enough? Keywords: transparency, trust, mistrust, communication, public relations, power dynamics 4 ABSTRACTS 75 Leading corporate communication practices for non-profit organisations in South Africa to reboot themselves and ensure purposeful communication with all stakeholders Holtzhausen, Lida, North-West University (South Africa) Introduction and purpose of the study Literature review South African Non-profit organisations have From a corporate communication perspective, reached a crossroads and they need to reboot the turning point is all about creating trusting themselves. They are facing a tremendous fund-relationships, generating positive associations, ing crisis: many of these organisations have been maneuvering the organisations’ operational forced to close their doors and most have had to needs, open and honest dialogue, stakeholder cut back dramatically on welfare services they engagement, reaching out and accepting that provide in their communities. This has wors- when people understand the societal need as ened since the worldwide Covid-19 pandemic. well as the benefit NPOs offer, making the leap These organisations can no longer rely on the to generating support is met with less pushback. South-African developing nation status which As the NPO creates a culture of data collection, has assisted in securing support from interna-the process of collection, review and refining tional partners. They need to rediscover com-becomes second nature and aligns with organi- munication with their internal and external zational planning, providing valuable guidance stakeholders to secure support from donors and as to the direction and activities that benefit they need to become competitive, because their the organization. Creating a strong reputation, current funding crisis is already threatening crit-built on trust, is essential to a communication ical services to poor and vulnerable communi-plan. A trusted reputation generates a positive ties. This situation can threaten and affect the association with the organization. Earning trust capacity of poor communities to access critical through reputation management is important for survival services. This presentation aims to ad-managing day-to-day challenges, gaining buy-in dress the following research question: What are of unpopular decisions and maneuvering the the leading corporate communication best practices organization’s operational needs. Brand man-that should be applied in an attempt to address the agement can be achieved through various activ-NPO reboot phenomenon in South Africa to ensure ities, chief among them being open, honest and purposeful communication with all internal and ex-approachable in discussing the activities of the ternal stakeholders? organization. Similar to brand and reputation 4 ABSTRACTS 76 management, the nonprofit’s communications ing the organizations’ operational needs, open strategy should include stakeholder engagement. and honest dialogue, stakeholder engagement, Stakeholder engagement includes reaching out reaching out and generating support that affirms to diverse audiences, including staff, volunteers, their ability to take on the future. the board, donors, competitors and the govern- ment and may require several different activities Limitations and future research to successfully work with the interests and needs of these groups. NPOs should convene them-The limitation of this study was the exploratory nature and including non-profit organizations selves to determine their agenda in the context who indicated their willingness to partake. Rec-of national development challenges and priori- ommendations are made as they pertain to the ties and reclaim their role and space. NPO sector in general and not to a particular Methodology sector within the NPO context of SA. Future re- search would assist in purposefully including a The research approach is qualitative in nature, specified number of NPOs in a particular con-drawing on corporate communication literature text as well as ensuring that NPOs from differ- as applied in both the for-profit and not-for-ent sizes reflect the context more accurately. profit sectors as well as semi-structured inter-Practical and social implications views with 30 non-profit organizations spread across various sectors of the South African soci-As the NPOs create a culture of sustainability, it ety. The chosen non-profit organizations range allows them to align stakeholders with the or- from large non-profit organizations with stra-ganization’s planning and provides guidance as tegic communication departments responsible to the activities that benefit the organization, for the communication and marketing function its stakeholders and the developing South Afri- of the organizations to small non-profit orga-can society. NPOs who succeed in this mission nizations who do not have any communication might ensure multiple and unrestricted funding infrastructure to support their communication year after year. and marketing functions. The sampling methods was random sampling and various non-profits Keywords: Non-profit organizations, developing organizations were requested to take part in this country, stakeholders, communication, integration exploratory study. and re-alignment, South-Africa Results and conclusions NPOs can in an attempt to free themselves from these times of turmoil advance themselves through the integration of functions such as marketing, brand and reputation management, public relations, external relations, governance and fundraising so that they can work together to attract and maintain support for their strategies. From a corporate communication perspec- tive, the turning point for NPOs is about cre- ating trusting relationships, generating positive associations with the organizations, maneuver- 4 ABSTRACTS 77 Renewed interest in internal communication following the pandemic: How to consolidate its strategic role and meet the new demands of employees? Horlait, Déborah, Catholic University of Louvain, LASCO (Belgium) While it sometimes seemed to suffer from a lack ployees. The second survey, carried out in Febru-of visibility or recognition, the COVID-19 crisis ary 2021, was administered to 550 respondents has put internal communication in the spotlight. and also examined employee engagement and By transmitting operational information, reas-well-being. As a follow-up to these two studies, a suring employees, maintaining the social link third survey will be launched in February 2022 and employee commitment, internal communi- to analyze employees’ current perceptions and cation has demonstrated the importance of its expectations of internal communication. The role since the beginning of the pandemic and has data collected through these different surveys are consolidated its legitimacy within organizations. particularly rich and offer us a transversal vi-With the introduction of new work dynamics sion of the evolution of internal communication and the accelerated deployment of digital collab-throughout the crisis. orative tools, internal communication has also undergone profound changes in its practices. At The results of our surveys have highlighted the the same time, employees are making increas-good practices of internal communication imple- mented at different stages of the crisis and invite ingly high demands for good internal commu-us to reflect on the evolution of internal communication. nication in a post-pandemic world. For example, Since the beginning of the crisis, we have suc-in the first phase of the crisis, employees have cessively conducted three quantitative and qual-appreciated a certain return to the “basics” of itative surveys to analyze the internal commu-internal communication with regular and trans- nication experience of employees working in parent communication, especially regarding the organizations in Belgium. Each quantitative situation of the organization, the use of effective survey was built around a common structure channels and relevant content adapted to their needs. Some factors, such as managerial commu-measuring different dimensions of internal com- nication, have been critical throughout the crisis. munication (access to information, team com- munication, channels and formats, managerial Another key finding of our research is that em-communication, etc.), employees’ needs and re- ployees no longer appreciate being treated as a lationship with their organization. The first sur-homogeneous entity to which communication vey was conducted in April 2020, at the time of is addressed in a generalized way but expect the first lockdown in Belgium, among 515 em- communication that takes their reality into ac- 4 ABSTRACTS 78 count. Our results have led to the identification redeploy communication strategies. Moving to of groups of employees with a distinctive level a more strategic role entails financial costs and of satisfaction, specific needs and expectations human investments that teams must be able to regarding internal communication. This con- support. firms the importance for communication professionals to develop a deep understanding of In this communication, we propose to review internal stakeholders in order to align internal the main results of our surveys and to discuss communication with their needs. It should be their implications for the evolution of internal noted, however, that the publics and the way of communication. identifying them have changed at the different stages of the crisis. At the same time, we have References observed a fluctuation in communication needs Cardwell, L. A., Williams, S., & Pyle, A. (2017). and expectations during the crisis. Corporate public relations dynamics: Internal These findings echo recent works and raise cer- vs. external stakeholders and the role of the practitioner. Public Relations Review, 43(1), tain challenges for internal communication pro-pp. 152–162. https://doi.org/10.1016/j. fessionals. The workforce today appears to be pubrev.2016.11.004 increasingly diverse within organizations. For Welch (2012), employees should be considered Men, R. L., & Bowen, S. A. (2016). Excellence as “a multi-dimensional set of diverse internal in Internal Communication Management [EB-stakeholders”. Several authors have highlighted ook]. Business Expert Press. ISBN-13:978-1-the importance for communication profession- 63157-676-8 als to understand and manage the diversity of Suh, T., & Lee, J. (2016). Internal audience seg-internal publics that exist within the organizamentation and diversity in internal commu- tion (Men & Bowen, 2016 ; Suh & Lee, 2016 ; nication. Corporate Communications: An Inter-Welch, 2012) and to move into a more strategic national Journal, 21, pp. 450–464. https://doi. role of managing internal relationships (Card- org/10.1108/CCIJ-05-2015-0024 well et al., 2017). And future research has been Welch, M. (2012). Appropriateness and ac-encouraged to explore how to segment internal ceptability: Employee perspectives of internal stakeholders, understand their specific needs and communication. Public Relations Review, 38(2), the most effective way to reach them (Men & pp. 246–254. https://doi.org/10.1016/j. Bowen, 2016). pubrev.2011.12.017 While this renewed interest in internal commu- Keywords: internal communication, internal pub-nication is intended to be positive, it also puts lics, internal communication needs a strain on communication teams in terms of the efforts they have to make to maintain a high quality internal communication and to respond to fluctuating employee demands. Indeed, our results showed that not only the publics themselves, but also their needs and expectations, can change rapidly according to the changing context. This demonstrates the need to measure internal publics more regularly, to strengthen listening and dialogue with them, in order to 4 ABSTRACTS 79 It’s good for our reputation (?!) The impact of socio-political CEO communication on corporate reputation Jungblut, Marc, Ludwig-Maximilians-Universität München (Germany) Sauter, Simon, Ludwig-Maximilians-Universität München (Germany) CEOs and top-tier executives are increasing-CSA, existing literature focuses on the impact on ly taking a public stance on controversial so-stakeholder behavior and attitudes. So far, rep-cio-political issues. That is also because in polar-utation has barely been used as an operational- izing societies with polarizing public discourses, ization of attitudes. However, several empirical stakeholders are more and more expecting cor-findings indicate that CSA can positively affect porations to fulfill a societal and even moral stakeholder’s perceptions of a company when responsibility that goes beyond the economic they share the position and vice versa. Following scope of profit-oriented organizations or clas-a stakeholder-centric approach, Heider’s Balance sical CSR concepts (van der Meer & Jonkman, Theory adds further value to these findings in 2021). Even though recent publications from terms of providing a theoretical framework: It the field of communication science acknowledge conceptualizes the relationship between CEO, this trend, it remains largely underexplored. stakeholder, and issue. Following the theory’s Especially regarding the impact on corporate assumptions, the direction of reputational ef-reputation, there is a lack of empirical findings. fects depends on whether stakeholders share the Therefore, the presented study aims to address CEO’s socio-political position (Heider, 1946). this research gap by posing the question how Unlike previous studies with comparable scope, socio-political CEO communication impacts the reputation is conceived as a multidimensional stakeholder’s reputation assessment. construct with an economic-functional, emo- tional-expressive as well as social dimension Literature review (Eisenegger, 2015). Dodd and Supa’s approach of Corporate So- Methodology cial Advocacy (CSA) can be applied to describe company representative’s positioning towards To answer the research question raised, a fully socio-political issues that are being discussed standardized online survey with an experimen-controversially in the public sphere (e.g. man- tal between-subject design and three groups was datory COVID-19 vaccinations). Within the conducted (N=330). The participants were ran- conceptualization of CSA, the authors acknowl- domly assigned to read a fictional CEO Twitter edge that due to the controversial nature, it re-statement that either (1) supports, (2) oppos- mains questionable whether positive reputation es or (3) remains neutral towards two different effects can outweigh negative effects (Dodd & controversial socio-political issues (gender-neu-Supa, 2014). Looking at the state of research on tral language, special rights for persons with 4 ABSTRACTS 80 COVID-19 vaccination). Afterwards, the partic- From a practitioner’s perspective, the empirical ipants were asked to evaluate the reputation of findings provoke a paradox: On the one hand, the company and their own position towards the stakeholders increasingly expect companies to issue. Furthermore, various contextual factors take part in the socio-political discourse. This were measured (cognitive/affective involvement, underlines the politicization of corporations in perceived credibility of the statement). polarized, modern societies (van der Meer & Jonkman, 2021). On the other hand, reputation Results and conclusions effects seem to be predominantly negative. Re- Even though theoretical assumptions suggest garding corporate communication practitioners that negative as well as positive effects can be this begs the question, whether or not to imple-expected, the results of this study indicate that ment socio-political positioning as part of their socio-political CEO communication has solely communication strategy. negative effects on stakeholder’s assessment of Limitations corporate reputation. Thus, the results are consistent with other studies that pinpoint a negaThere are limitations on a theoretical as well as tivity bias when it comes to the impact of CSA a methodical level: Within the concept of CSA it on stakeholders’ attitudes and behavior. For cor-is not clearly defined whether or not socio-polit-porate communication practitioners this implies ical positioning is limited to strategic dimension that socio-political CEO communication must or also includes spontaneous communication. be understood as a risky strategy (Jungblut & Furthermore, the presented setting refers to a Johnen, 2021). While negative effects apply to dual communication process between company the emotional-expressive and social dimension (representative) and stakeholder. Therefore, it of reputation, they do not become evident re-neglects the role of other societal institutions garding economic-functional reputation. It could (e.g. media). Apart from common methodolog-therefore be assumed, that the reputational im- ical limitations (e.g. representativity of sample) pact of taking a public stance on socio-political it should be critically mentioned that a fiction-issues is limited to the stakeholder’s evaluation al company and CEO were used. The extent to of the social and emotional realm but does not which this represents a reliable basis for measur-extend to the economic perception of a compa- ing corporate reputation should be viewed with ny. In other words, you might deeply reject the caution. values that a company and its CEO represent, but nonetheless you still acknowledge the quali-Keywords: Corporate Reputation, Corporate Social ty of their products and services or their perfor-Advocacy, Corporate Social Responsibility, Balance mance within the economic system. Theory, Experimental Research 4 ABSTRACTS 81 The Myth of Emotion-Focused Employee Crisis Communication: How Information- Focused Employee Crisis Communication Drives Post-Crisis Organization Commitment, Intent-to-Perform, and Organizational Trust in Hospitality Employees Kang, Minjeong, Indiana University (USA) Introduction Literature Nearly two years of the ongoing Covid pandem- One of the plausible explanations for the un-ic have shifted the dynamics of the labor market. precedented employee exit and labor shortage in The US Labor Department reported the highest hospitality and service sectors may be found in job turnover in the survey’s history in November how employers were treated before and at the 2021. As possible reasons behind this unprec- onset of the pandemic, which induced furloughs edented turnover rate in the US labor market, and layoffs. Change communication and employ- labor market experts have attributed to employ- ee crisis communication literature also suggests ees wanting to pursue better job opportunities the crucial impact that internal communication with competitive pay, flexibility, job burnout, etc. during organizational change/crisis has on pos- Hospitality and service sectors have been paritive post-change/crisis organizational outcomes ticularly hit hard by this massive employee exit (Mazzei et al., 2012). Organizational communi- (aka, The Great Resignation), which spurred cation scholars have been arguing for the seminal importance of internal communication in many employers to raise wages and offer gen-bringing out positive employee outcomes such erous cash bonuses to entice workers. Despite as positive communication, loyalty intentions, these efforts, the worker shortage continues to job engagement, etc. (e.g., Kang & Sung, 2017), cripple these sectors, and fewer people seem to as well as preserving organizational reputation be willing to go back to their previous job de-post-change/crisis via supportive employee com- spite higher wages and better perks in the hos- munication (Kim & Rhee, 2011). Mainly, how pitality and service sectors. Economically, The organizations treat and communicate with their Great Resignation defies common sense and la- employees during organizational change/crisis bor market logic. can determine employees’ attitude and willing- 4 ABSTRACTS 82 ness to support their organizations and stay loy-Results al during and after a significant organizational crisis/change such as the shutdown induced by Partial correlations analysis (controlling for the covid-19 pandemic. employees’ need for employment and rehire competency) revealed that EF employee cri- Scope sis communication was significantly associat-ed with pre-shutdown leadership perception The scope of the current research is descrip-and pre-shutdown relationship quality. Meantive in that it aims to explore and describe how while, IF employee crisis communication was during-shutdown employee crisis communica-significantly associated with post-shutdown in- tion has affected hospitality workers’ committent-to-perform, trust in the organization, and ment to their organizations, intention to return organizational commitment (affective, norma-to work post-shutdown, and their intent to per- tive, and continuance). form. Additionally, the current study examined how organizational justice (distributive, pro- When the pre-shutdown leadership and LMX cedural, and interactive) was associated with relationship quality were additionally controlled during-shutdown crisis communication with for in the partial correlation analysis, only IF employees. employee crisis communication was significant across post-shutdown loyal intentions by em- Methods ployees in terms of intent-to-perform, intention to return to work post-shutdown, and organiza-Survey with North American 412 employees tional commitment. (full-time and part-time) in the hospitality sector was conducted on Prolific in August 2020, Conclusions when the pandemic shutdown was at its peak with many hospitality workers out of their job These findings suggest that IF employee crisis either furloughed or laid off. communication is more effective in maintaining organizational commitment, intent-to-perform, Employee crisis communication was measured intent to return, and organizational trust post with 11 items from change communication liter-organizational change/crisis, compared to EF ature. The 11-item scale of employee crisis com-employee crisis communication, which may be munication was reliable, and the exploratory fac-limitedly influential. Limitations of the study in-tor analysis (EFA) indicated the scale measured cluded the limited scope of the industry repre-the concept in two distinctive dimensions, which sented in the study sample. dubbed as “Emotion-Focused (EF)” and “Infor- mation-focused (IF)” Seven items measured EF References employee crisis communication (e.g., gave you individualized attention; helped you understand Kang, M., & Sung, M. (2017). How symmetrical the crisis; helped to reduce your feelings of fear employee communication leads to employee and uncertainty) and four items measured IF engagement and positive employee commu- employee crisis communication (e.g., made sure nication behaviors: The mediation of employ- to correct any false information; were effective ee-organization relationships. Journal of Comin sharing messages about important issues; promunication Management, 21(1), 82-102. vided timely and continuous updates) Kim, J.-N., & Rhee, Y. (2011). Strategic thinking about employee communication behavior (ECB) in public relations: Testing the models 4 ABSTRACTS 83 of megaphoning and scouting effects in Korea. Journal of Public Relations Research, 23(3), 243-268. Mazzei, A., Kim, J.-N., & Dell’Oro (2012). Strategic value of employee relationships and communicative actions: Overcoming corporate crisis with quality internal communication. In- ternational Journal of Strategic Communication, 6, 31-44. Keywords: Employee crisis communication; organizational commitment, intention to return, intent-to-perform. 4 ABSTRACTS 84 Typifying Personal Reputations Latif, Farah, George Mason University (USA) Introduction, Purpose, and Rationale PR, marketing, economics, business. Inevitably, multiple ways of theorizing and conceptualizing There is little research in the communication CR have emerged because the literature is field to discern the concept of personal reputa-embedded in different fields (Ali et al., 2015; tions - or the reputations of individuals, which Chun, 2005; Gerring 1999; Lange et al. 2011; is the reason for little conceptual understanding Walker, 2010), lending little to advance personal of personal reputations. Literature that exists reputations literature. in personal reputations exists in the case study analyses that add little to this concept›s This research is one of several studies to ad-conceptual and methodological advancement. vance the research topic of personal reputation management (PRM) in the communication The motivation to expand this line of research field. This paper identifies the types of personal comes from a realization that reputations are im-reputation; however, to achieve this, the author perative to individuals’ well-being, whether they first looks at other important questions such as are in the public eye or private citizens. There-where threats to reputations emerge from and fore, this research is carried out with a fundathe threats to reputations. mental assumption that reputations are valuable assets of all individuals regardless of their social Methodology influence or public clout. Researchers must step away from emphasizing the reputations of pub-The purpose of the research is to explore an lic figures and pay attention to reputations as a unfamiliar concept through the participant›s concept critical to all individuals. perspectives, experiences, and views. Thus, elite interviews are well-suited for exploratory Thus, the purpose of advancing this research is research (Gubrium & Holstein, 2001; Hertz & to recognize that because reputations are a valu-Imber, 1995). The participants included in the able asset of all people (Veh et al., 2018), their elite group possessed a combination of three cri-concerns and how these reputations are created teria: (1) they are professionals or academics are different from each other. Further, the study who have experience with personal reputation aims to fill some existing gaps by typifying per-management and reputation attacks; (2) they sonal reputations and how personal reputations are prominent in their respective fields of study are created. or profession or public figures; and (3) they are highly educated. Literature Review Results and Conclusions There is scant research on personal reputations in the public relations (PR) field; However, The analysis revealed that personal reputation corporate reputation (CR) has captivated the threats could be examined based on three char-attention of scholars in research areas, such as acteristics that fall on a continuum: (1) self-ini- 4 ABSTRACTS 85 tiated (SI) or other-initiated (OI); (2) orches-Practical and Social Implications trated threats or Unorchestrated threats, and; (3) threats based on factual or fictitious events. This study is significant as it closes several crit-Concerning the threats, the analysis discovered ical gaps in the PRM literature by conceptualiz-that there are four significant threats to personal ing the term personal reputations. Moreover, the reputations; these are: (1) bad behavior; (2) vil-study will help generate greater interest among ification; (3) character assassination (CA), and; communication scholars in personal reputations, (4) scandals. Furthermore, personal reputations contributing to public relations and crisis com-are of four types: (1) intrinsic reputations; (2) munication fields. concurrent reputations; (3) legitimate reputations; (4) fabricated reputations. This research will help future public relations researchers advance theory-driven approaches Limitations to reputations management. Also, practitioners can benefit from these typologies by narrowing This research takes one step toward conceptual- the segmenting audiences based on each type of izing personal reputations; however, many ques- reputational crisis. tions remain unanswered. For example, future researchers should focus on deeper inquiries, Keywords: Personal reputations, reputations man-such as what motivates individuals to earn and agement, typologies of reputations, reputation threats. maintain favorable reputations? How are repu- tations established in the public eye, and what role do the public perceptions play in perpetuat-ing reputations? Also, little is known about what constitutes a bad reputation and what conditions define when a reputation crisis may have started and ended. Additionally, the majority of research focuses on Western perspectives, with little attention paid to diverse cultural norms that may dictate the construction and destruction of reputations. 4 ABSTRACTS 86 From a VUCA to a BANI world: Has the view and practice of internal communication changed through the pandemic? Le Roux, Tanya, Bournemouth University (UK) Sutton, Lucinda B., North-West University (South Africa) Introduction and purpose of the study sense giving to showcase organisation compe- tence and resilience. Previously researchers argued that a volatile, uncertain, complicated, and ambiguous (VUCA) This study will aim to understand how the view environment, together with the development of and practice of internal communication has new technologies, were considered the great de-changed as we moved from a VUCA to a BANI terminants of trends in the internal communi- world during the pandemic, by using South Af- cation field. rican internal communication information in a qualitative longitudinal study. However, the Covid-19 pandemic delivered even greater challenges to organisations, as it created Literature review a suddenly volatile situation. This new reality that was created can be explained by using Cas-The study is conducted from a systems and re- cio’s BANI acronym that describes the situation flective approach and will use a multi-dimen-as brittle, anxious, nonlinear, and incomprehensional theoretical framework to accommodate sible (MJV Team 2021). Interestingly, and in the complex research context. Elements from the line with the strategic focus of internal commu-following theories will be incorporated in the nication, a BANI world requires a focus on soft theoretical framework: stakeholder relationship skills and relational elements. management theory, strategic communication management theory, technological acceptance This makes it clear why internal communica- model, uses and gratification theory, and the tion suddenly became the lifeline for organi-gamification phenomenon. In particular, atten- sations during the pandemic, where employees tion will be paid to the description of the BANI were dispersedly working from home. Aspects world. like creating meaning, constructing emotion, and displaying leadership guidance – sometimes The baseline study that would provide informa- even more than sharing information – become tion to the research is Sutton’s (2020) PhD in crucially important in a consistently uncertain which she explored views on internal communi-world. Internal communication rapidly became cation in South African organisations. Her main the representative of empathy, reassurance, and findings included: 4 ABSTRACTS 87 • That although great efforts are made, South The study started in January 2022 and aim to African organisations only meet some of the conclude by May 2022. internal communication and relationship building requirements as set out in literature. Results and conclusions • That it is believed that the volatile and diThe expectation is to uncover a view of the verse South African environment is the renewed focus on internal communication an- major driver in impacting on how internal swering to the BANI needs explained above. It communication is executed and constantly is expected that the importance of internal com-developing. munication as more than information sharing, • That the definition of internal stakeholders will be highlighted by the South African exam-can vary depending on the VUCA circum- ple. It is also expected that the conflict between stances and industry. the strategic intent and operational realities will • That the internal communication channels be emphasised. Although the information will used in this VUCA context, mostly reflect focus on the South African context, it is expect-traditional routes and not stakeholder needs. ed that trends that are relevant globally, will be reflected in the findings. Methodology Practical and social implications A qualitative, longitudinal view will be used by comparing the pre-pandemic data (gathered by Lessons learnt from this research could include Sutton in 2019) and comparing it to data gath-recommendations for internal communication ered towards the end of the pandemic (in 2022). practitioners on a practical and strategic level. A qualitative longitudinal method was seen as On an academic level, future studies could build appropriate to investigate the research question, on this study’s BANI context and combine global as it provides rich information that explores the information to build the post-pandemic internal dynamic nature of respondents’ views over time communication discipline. (Neale, 2021). Furthermore, is provides an op- portunity to identify trends that might impact the internal communication field. This qualitative study will follow on the data gathering technique of the Sutton’s (2020) study and make use of in-depth semi-structured interviews with ten internal communication practitioners at the Top 500 companies in South Africa, as well as with eight internal communication consultants in South Africa that were pur- posively selected for their achievements and experience in corporate internal communication. These participants are responsible for internal communication management at large South African organisations in various sectors. The current study will target the same individuals to participate in the study. 4 ABSTRACTS 88 References MJV Team. 2021. From a VUCA world to a BANI one: how uncertainty has changed and how your company can prepare [online]. MJV Technology and Innovation. Available from: https://www.mjvinnovation.com/blog/from-a- vuca-world-to-a-bani-one/ Neal, B. 2021. Qualitative longitudinal research: Research methods. Bloomsbury Academic. London. Sutton, LB. 2020. A framework for strategic in- ternal communication management in South Africa, based on current trends [Afrikaans] [online]. Thesis (Phd). North-West Univer- sity. Available from: https://repository.nwu. ac.za/bitstream/handle/10394/36349/Sutton_ LB.pdf?sequence=1&isAllowed=y Keywords: Internal Communication; Covid-19; VUCA; BANI 4 ABSTRACTS 89 Internal Communication for Positive Organisational Culture Change: A Case Study Leahy, Hanna, Leeds Beckett University (UK) Tench, Ralph, Leeds Beckett University (UK) Arrigoni, Adalberto, Leeds Beckett University (UK) Introduction the organisation and workforce. Effective internal communication is agreed as Methodology imperative for positive organisational culture. Both internal communication and organisational A workforce-centric lens necessitated a collabo-culture influence the antecedents of workforce rative, qualitatively led case study inquiry aimed productivity, which are broadly encapsulated by at identifying informed actions for positive employee engagement and wellbeing. The wide-change. One participant SME was purposefully spread and costly need for improvement across recruited as “an exemplar of the phenomena of these dimensions is consistently agreed; yet, de-interest” (Vissak et al., 2020) for a naturalis-finitive solutions are lacking. tic, in-depth inquiry. A single punctuated longitudinal case study design (Soulsby and Clarke, Literature Review 2011) provided a detailed, processual and lon- gitudinal view of the role of internal communi- Despite wide and promising multi-disciplinary cation in organisational culture change. existent literature, there is a lack of clarity regarding their exact nature, interrelation and Data consisted of thirty-four activities charac-processes for improvement. To exacerbate dis- terised by knowledge-exchanges with key infor- agreement, existent work evaluates the relevant mants, a fifteen-day non-participant observation constructs in relative isolation or employs rel-study and seven semi-structured interviews. The atively narrow foci and methods. Disparity is latter data were analysed using reflexive themat-documented between leadership and workforce ic analysis (Braun and Clarke, 2021) that was perceptions of culture (Hofstetter and Harpaz, complemented with a critical realist (Bhaskar, 2015), further hindering organisationally driven 2008) view of reality. The themes were mapped effective change. with a processual framework pertaining to the This research addresses these gaps through a generation of workforce perceptual outcomes. holistic approach that considers and investigates Results the relevant phenomena as interrelated. Practi- cal utility of the research outcomes was tangible, The phenomena were demonstrated as inter-de-and successful change is expected to benefit both pendent, complex and varied; yet, internal com- 4 ABSTRACTS 90 munication provided the common explanatory holistic approach to changing organisational cul-factor. ture through communication. The multi-faceted change process is theoretically modelled, includ-Inadequate organisational knowledge regarding ing the role of expertise. Future work should the role of internal communication in shaping evaluate the generalisability and utility of this and therefore changing organisational culture theoretical model and research approach. accounted for the lack of internal communica- tion strategy and resource. This fostered a mul-Practical Implications titude of negative outcomes: positively intended organisational statements and actions caused Internal communication should form the target negative consequences because of misaligned of and vehicle for culture change, and the or-content and poor implementation. The lack of ganisational and workforce constructs should be effective two-way communication exacerbated approached as interdependent. Further, imple-deleterious facets of climate, compromised em- mentation of change should be comprehensively ployee voice and contributed to dissonant per- considered and applied to prevent dissonance ceptions of culture between leadership and the between leadership intentions and workforce workforce. The perceived dissonance between perceptions. HRM and communication expertise organisational value-laden statements and ac- appear integral for successful change. tions fostered mistrust within the workforce. References The advent of the pandemic (Covid-19) yield- ed opportunity for a quasi-experimental con-Braun and Clarke - 2021 - One size fits all firmation of the formative role of all internal What counts as quality practice.pdf. Avail-communication for organisational culture. The able from: [Accessed 24 January of organisational communication. Technology 2022b]. for digital communication was considered as Foreign market entries, exits and re-entries: paradoxical. The role of knowledge, network relation- Conclusions ships and decision-making logic - Science- Direct [Internet]. Available from: [Accessed 24 internal communication is proposed as the man- January 2022c]. ifestation of culture. Bhaskar, R. (2008) A realist theory of science. Although generalisability is limited, a novel an-London; New York, Routledge. alytical framework demonstrated that increased Braun, V. & Clarke, V. (2021) One size fits all? solution-focussed insight can be gained from a What counts as quality practice in (reflexive) 4 ABSTRACTS 91 thematic analysis? Qualitative Research in Psy- chology, 18 (3), pp.328–352. Hofstetter, H. & Harpaz, I. (2015) Declared versus actual organizational culture as indicated by an organization’s performance apprais- al. The International Journal of Human Resource Management, 26 (4), pp.445–466. Soulsby, A. & Clark, E. (2011) Theorizing Process through Punctuated Longitudinal Case Study Research. Rethinking the Case Study in International Business and Management Research. Available from: [Accessed 24 January 2022]. Keywords: Organisational communication; organisational culture change; organisational climate; relational communication; workforce productivity. 4 ABSTRACTS 92 Collecting Communicative Premium for Innovation: How Employees Recompensate Innovative Organization for Legitimation, Innovation, and Reputation Lee, Hyelim, University of Oklahoma (USA) Kim, Jeong-Nam, University of Oklahoma (USA) Employees and their communicative behaviors such as organization culture and perceived orga-have been re-recognized as a most important nization support (POS), but this paper adopts organization’s key public and for its impacts organizational entrepreneurship (OE) as a fo-on organizational effectiveness. They are causes cal antecedent as it entails organizational cul-and consequences of management success (Kim ture and support together. To posit the concrete & Rhee, 2011; Mishra et al., 2014). Today, the mechanism between organization entrepreneur-employees’ thoughts about the organization are ship and ECBs, the paper also considers a medi- more crucial than in the past because of digi- ator as well, which is an employee-organization tal media. Employees are empowered to deliv-relationship (EOR). er opinionated information to the mass without any obstacles. Their voices could be accepted as ECBs have been newly defined based on two reliable information for the other publics. Al-types of behaviors (voice and silence) and lo- though the academic interest in employees’ voiccation (inside and outside of the workplace), so ing outside of the workplace is growing (e.g., that the paper will suggest its bidirectional inter-Lee, 2021), sufficient research is still not being action between inside ECBs (ECBIs) and outside conducted much compared to its importance ECBs (ECBOs). Lastly, the paper will propose (Cassinger & Thelander, 2020). This study will two moderators to affect the linear relationship extend the previous studies’ efforts on the em-between OE, EOR, ECBIs, and ECBOs: prosocial ployees’ voicing behavior by examining the an- motivation (PM), and organizational commit- tecedents to affect the level of positive Employee ment (OC). Figure 1 depicts the detailed rela-Communication Behaviors (ECBs hereafter). tionship among the concepts. Specifically, the model proposes that the higher perceived OE by The current study extends the research idea employees will predict the more prosocial EC-about ECBs to find the antecedents of ECBs. It BIs via the more positive evaluation about EOR will try to configure the organizational anteced-of employees and the more prosocial ECBIs will ents and their relationship with ECBs. There predict the more pro-organization ECBOs. The could be many various organization-level factors employees’ prosocial motivation will increase 4 ABSTRACTS 93 the positive relationship between EOR and EC- BIs and organization commitment will increase the positive relationship between ECBIs and ECBOs. FIGURE 1: The Conceptual Model Benevolence Perceived Prosocial Organizational Integrity Fairness (PF) Motivation (PM) Commitment (OC) P8 P9 P2 P6 Organizational Prosocial ECBs Pro-organization ECBs Entrepreneurship Inside of the Workplace P5 Outside of the Workplace (OE) (ECBIs) (ECBOs) Advocacy Innovativeness Strategic Voice Positive Employee-Organization Megaphoning Relationship (EOR) Scouting Proactiveness Strategic Silence Information- Protection P1 Spill-over Effects P3 P4 Within the Organization Outside of the Organization P7 References Kim, J. -N., & Rhee, Y. (2011). Strategic thinking about employee communication behavior (ECB) in public relations: Testing the models of megaphoning and scouting effects in Korea. Journal of Public Relations Research, 23(3), 243-268. Cassinger, C., & Thelander, Å. (2020). Voicing the organization on Instagram: Towards a per-formative understanding of employee voice. Public Relations Inquiry, 9(2), 195-212. Lee, Y. (2021). Employees’ Negative Megaphon- ing in Response to Organizational Injustice: The Mediating Role of Employee–Organization Relationship and Negative Affect. Journal of Business Ethics, 1-15. 4 ABSTRACTS 94 Networked and engaged? Toward a critical framework for internal communication in the public sector Lovari, Alessandro, University of Cagliari (Italy) Materassi, Letizia, University of Florence (Italy) Introduction and purpose of the study a map of practices to analyze the evolving role of internal communication and employee engage-Covid-19 pandemic has impacted on organiza- ment in the public sector. tions, transforming working routines and com- munication practices across the world. The na- Literature review tional lockdowns and the need to reduce social distancing pushed organizations to switch or in-Nowadays internal communication is recognized crease remote working or working from home. as one of the crucial leverages for the engage- After the first phase, this working model was ment of employees in companies, and in general continuously adopted at different stages follow-in organizations. This role, if strategically con-ing the pandemic waves. Public sector organi- ceived, managed, and planned, is not only use- zations were fully immersed in these processes, ful for transferring information and instructions and they were among the few organizations to within the corporate context, with a functional be resilient and active to deliver public services. aim. It has also a symbolic purpose, strengthen-They use communication as a strategic leverage ing the sense of belonging, creating a shared cul-to coordinate and empower their collaborators, ture of transparency between management and and to timely inform citizens. collaborators (Men & Bowen 2017), as well as encouraging identification of the values and the In this context, the paper aims to describe the alignment of the objectives of the collaborators main dimensions of a new theoretical frame-with those of the organizations (Mazzei et al., work to investigate the evolution of internal and 2019). Internal communication impacts also on employee communication in the public sector, in organizational cultures and influences the or-an era characterized by a remotization of work- ganizational climate. An organizational culture ing activities and by a growing role of digital is thus strictly connected to the collaborators platforms. Within a public relations perspective, working for the organization, and it is shaped by it proposes a critical analysis hybridizing three employees’ behaviors and attitudes (Grunig et specific groups of theories: public sector com- al., 2002). Moreover, the quality of employees’ munication (Canel & Luoma-aho 2019; Lovari relations is today considered strategic to increase et al. 2020); internal communication and em-the efficacy of the internal communication flows, ployee engagement (Men & Bowen 2017; Maz-but also to nurture organizational reputation zei 2010); social media logics and platformiza- with prosocial activities (Dalton, 2010), or ention (van dijck et al., 2018). The study will draw hancing positive megaphoning behaviors (Kim 4 ABSTRACTS 95 & Rhee, 2011), also to improve the quality of Practical and social implications product/service offered, as well as to mitigate possible crisis or emergencies (Mazzei et al., The ongoing Covid-19 emergency requires a 2021). Digital platforms have broadened the deep understanding of those work-related fac-spectrum of channels for internal communica- tors that contribute to the redefinition of in-tion’s purposes. Indeed, they can strengthen the ternal communication activities in the public sense of belonging and enhance the exchange of sector. These critical insights could represent a information, thus making a concrete contribu-useful framework for future empirical studies, tion to the development of good relationships highlighting communication behaviors, prac-and impacting on external relations with other tices, and relational models that, arose during stakeholders. the pandemic, could be integrated into the “new normality”. All these dynamics had an impact on the pub- lic sector during the pandemic, an emergency References considered the world’s ‘largest work-from-home experiment’ (Banjo et al., 2020). Before 2020, Canel M.J., Luoma-aho V. (2019). Public Sector only a limited number of institutions have expe-Communication, Wiley Blackwell, NY. rienced flexible remote working practices. With Lovari A., D’Ambrosi L., Bowen S. (2020). the pandemic, administrations have been obliged Re-connecting voices. The (new) strate-to adopt such routines, experimenting new in- gic role of public sector communication af-ternal communication practices to inform, moti- ter Covid-19 crisis, Partecipazione e Conflitto, vate and empower collaborators, thus redefining 13(2),970-989. meanings and goals of their internal relation-Mazzei A., Quaratino L., Ravazzani S. (2021). ships. Digital platforms, with their logics and Internal crisis communication in the time of affordances (van dijck et al. 2018) represent to-Covid-19 Pandemic, FrancoAngeli, Milano. day a new environment for managing relations with collaborators, opening new challenges for Van Dijck J., Poell T., Waal M. de (2018). The the public sector. Platform Society: Public Values in a Connective World, Oxford University Press, NY. Methodology Keywords: internal communication, public sector A review of the scientific literature related to the communication, remote working, platforms three groups of theories (public sector organizations; internal communication; platformization) will be carried out, to be framed into the specificities of public institutions. Results and conclusions This is a conceptual, study in progress paper. At the conference the model will be presented, discussed, and operationalized. The map of practices will help researchers to identify the main dimensions for internal communication investigation and strategic planning. 4 ABSTRACTS 96 Managing Diverse Stakeholder Expectations through Strategic Ambiguity: A Case Study of Public Sector Communication in Finland Lievonen Matias, University of Jyväskylä (Finland) Valentini, Chiara, University of Jyväskylä (Finland) Badham, Mark, University of Jyväskylä (Finland) Purpose a powerful form of promotional content compa- nies can embrace to fulfil multiple purposes and The increasing stakeholder expectation toward convey information to several publics. This has organizations societal role are leveraging a also implied an increase adoption of impression higher degree of required transparency in their management techniques with the goal of deliv-communication. This implicates that disclosing ering as much as possible positive information, exclusively financial information is no longer to the point of distorting the graphs in the con-enough as companies need to be held account- text of corporate reporting. Indeed, several stud-able also for their impact on society in terms of ies analyzing the impression management tech-environmental and societal activities (Moreno niques in annual report highlights how reports & Capriotti, 2009). To comply with this surg-easily adapt to deliberately alter perception of ing demand, companies have therefore begun to the company’s performance (Beattie & Jhones, publish sustainability reports to communicate 2002). However, while extensive literature has their activities and impacts. been dedicated to the graphical distortion present in company’s reports, the focus has pre-Despite the fact that several standards are avail-dominantly fallen on annual reports or financial able, the reporting scenario remains still frag-reports. Sustainability reporting is an increasmented and unregulated regarding how compa- ingly studied area of inquiry for communication nies should present their data (Lock & Arujo, scholarship. To contribute to the discussion by 2020). Due to the volatile attention scarcity of expanding the existing gaps, the present study the audience, companies need to implement en- fits in with the goal of studying under the lens of gaging and timely data communication tactics. impression management techniques are deliber- The emergence of the “visual turn” in CSR com- ately conceived to alter the public perception of munication (Lock & Arujo, 2020) is exemplified companies’ sustainability performance. by the increasing predominance of infographics and data visualization elements in sustainability reporting. The available visualization techniques have now transformed sustainability reports into 4 ABSTRACTS 97 Design/Methodology unified standard for a more transparent commu- nication. On the other side, the research raises In particular, in order to assess whether and to awareness on the issue of graph literacy among what extent companies use impression manage- corporate report publics as an antecedent of cor-ment techniques. We analyzed a sample of 65 rect data consumption and misuse identification. companies listed in the Italian stock exchange, systematically collecting their reports and cat-References egorizing them by their market capitalization. This method of selection seems to be favorable Beattie, V., & Jones, M. J. (2002). Measurement for what concerns the industrial sectors of anal-distortion of graphs in corporate reports: an ex-ysis. Indeed, selecting companies based on their perimental study. Accounting, Auditing & Ac-market capitalization and not on industry specif-countability Journal, 15(4), 546–564. https:// ics allows to gain an overview also on different doi.org/10.1108/09513570210440595 aspects of different sectors. Hence, even though Brennan, N., Guillamon Saorin, E., & Pierce, this sampling cannot be defined as purely ran-A. (2008). Impression Management: Devel- domized, at the same time it offers a good ap- oping and Illustrating a Scheme of Analysis proximation of what the market is like. for Narrative Disclosures - A Methodological Note. SSRN Electronic Journal. https://doi. Findings org/10.2139/ssrn.1284904 By using an analytical framework informed in Cho, C. H., Laine, M., Roberts, R. W., & Rodrigue, the impression management theory, we found M. (2016). The Frontstage and Backstage of undeniable evidence of the adoption graphical Corporate Sustainability Reporting: Evidence from the Arctic National Wildlife Refuge Bill. distortion techniques by companies, supporting Journal of Business Ethics, 152(3), 865–886. the idea that sustainability reports are employed https://doi.org/10.1007/s10551-016-3375-4 not only to convey important and truthful in- formation about the firms’ sustainability perfor-Lock, I., & Araujo, T. (2020). Visualizing the mance, but also a favorable image of the compa-triple bottom line: A large‐scale automated ny. Consistently with the studies on impression visual content analysis of European corpora-management (Cho et al., 2018), the results of tions’ website and social media images. Corpo- the analysis confirmed that graphs are not only rate Social Responsibility and Environmental largely adopted forms of communication but Management, 27(6), 2631–2641. https://doi. also largely altered ones where selectivity, preorg/10.1002/csr.1988 sentational enhancement, and measurement dis- Moreno, A., & Capriotti, P. (2009). Commu-tortions convergently appear. nicating CSR, citizenship and sustainabili- ty on the web. Journal of Communication Theoretical and practical contributions Management, 13(2), 157–175. https://doi. org/10.1108/13632540910951768 Theoretically, the research problematizes and extends studies on the impression management Keywords: CSR reporting, impression management, techniques deployed in CSR reporting. Practical-data visualization, transparency ly the research informs the sustainable reporting sector by providing evidence on the actual stage of CSR impression management and possible avenues to increment and regulated 4 ABSTRACTS 98 The Full-Stack Public Relations: Future- proofing communication management for stakeholder experience delivery and the digital transformation era MacKenzie, Lindsay, McMaster University (Canada) Communication management has long claimed this expectation, Experience management (XM) responsibility for stakeholder relationships and applies agile design processes and mines digital enshrined the function as part of the defini-connectivity to deliver robust business intellitional identity for practitioners and academics. gence tools and an intimate understanding of the During an era of unprecedented digital trans-stakeholder journey. formation and shrinking stakeholder proximity, the author interviewed c-suite executives at ten Literature Review publicly traded companies operating in Canada to explore the role for strategic communication/ Broadly examining the landscape of organiza-public relations in the growing field of experitional transformation in the 21st century, Holtz ence delivery. (2002), Castells (2000) and Hax (2010) high- light how social and digital ecosystems are al- These conversations were augmented by ten in- tering how stakeholders interact with brands terviews with experience management (XM) and are shifting business strategies from product experts and practitioners – those who monitor differentiation to service experience. In order employee, customer, product and brand percep-to explore shifting priorities of senior leaders, tions using predictive behavior data – to give communication management as a strategic func-the organization a robust understanding of all tion is explored in literature. Mcnamara (2015) relationships impacting business performance. evidenced a long history of difficulty measuring and evaluating (M&E) programs and respon-Underscored by an integrative literature review, sibilities for communication practitioners and the applicability of communication management academics. Supporting this finding Huang and is examined through communication, organi-Zhang (2013) thoroughly critique organiza- zation-public relationships (OPR) and brand/ tion-public relationship measurement scales to image reputation activities. However, communi- similarly find outcomes are elusive. The major cation management continues to struggle with communication activities such as the tactic of delivering measurement and evaluation (M&E) communicating (Hutton, 1999; Macnamara, for their programs and responsibilities. Mean-2018; van Ruler, 2018), organization-public while, organizations have increased their appe-relationships (OPR) (Bruning & Ledingham, tite for actionable insights that will cause behav-2000; Hon & Grunig, 1999; Finne and Grön- ior change in important relationships. Meeting roos, 2009; Macnamara, 2015) and image/ 4 ABSTRACTS 99 reputation monitoring through crisis and issues message clarifying for strategic priorities, is the management (Bunting & Lipski, 2000; Coombs tactical function most needed at a program level & Holladay, 2005; Gotsi & Wilson, 2001; Mac-and senior executive level in organizations. Oth-namara, 2020; murray & White, 2005) are giv-er insights found: strategic communicators could en as context for the role of communication play a role in determining the mission of analyt-practitioners in organizations. In contrast, the ics and data collection as ethical advisors; letting new field of experience delivery (Macik, 2017) go of managerial ownership with stakeholder re- is explored through computer sciences literature lationships; find influence with chief technology including the Internet of Things (IoT) (Amodu and strategy officers; overwrite traditional com-et al., 2019) and human to computer connectiv- munication plans to incorporate design-thinking ity (Fletcher, 2015) showing that senior leaders principles of empathy and feedback loops; and are looking for analytics to identify gaps in the finally, improving data and analytics fluency as it perception that stakeholders have of a brand/ relates to experience delivery. organization (Grannan & Geoffroy, 2016) and that indicate behavioral intention as well (Qual-The author submits that communication man- trics, 2021; Palmer, 2010). agement is poised for an upgrade. The modern practitioner should be “full-stack” much like that Methodology of a software developer who can solve custom- er-facing aspects of design and diagnose internal This is an exploratory, qualitative research study system-related issues as well. to introduce experience (XM) management into communication management literature. Practical and Social Implications The sample size consisted of twenty in-depth To ensure relevance after digital transforma-interviews: ten senior leaders who had author- tion, communication management must find a ity in operational and strategic decisions and place for communication, crisis and issues man-ten experts and practitioners in the experience agement as well as reputation activities within delivery ecosystem at publicly traded compa-the agile, cross-functional ecosystem of today’s nies operating in Canada and undergoing digital modern, data-informed organizations who are transformation. Three broad interview questions using experience delivery models. discussed experience delivery, stakeholder relationship management and strategic communica- The findings are instructive for professionals tion activities. The qualitative synthesis focused performing communication activities and re-on words, descriptions, concepts, perceptions searchers studying them, as well as institutions and sentiments expressed by participants. Narra-offering academic study in strategic communica- tive analysis revealed mindsets and perspectives tion and public relations. of interview participants while thematic analysis revealed similarities and differences that could Keywords: public relations theory, communication be grouped together for deeper interpretations. theory, experience management, relationship management, organization-public relationships Results and conclusions The results of this study are expected to be completed by March 2022 as part of a master’s thesis defence. Early analysis shows the activi-ty of communication, as message sending and 4 ABSTRACTS 100 The voice behavior of employees: How can their voice be the supervisors’ favorite sound Mourão, Rita, ESCS (Portugal) Introduction and Purpose of the Study The promotional voice conceptualized by Van Dyne and LePine (1998) is related to the ex- According to Berkovich (2014) leaders assume pression of new ideas or suggestions to improve the behavior of promoting dialogue more in the functioning of the work or the organization. flexible structures than in rigid structures. It is Is promotive in the sense that it focuses on an known that there is a specific performance ap-ideal future state. It is challenging because it praisal named “360-degree evaluation” that is suggests change. The prohibitive voice describes more applied in organizational contexts of great-expressions of concerns regarding employee er power sharing. In this sense, this study seeks work practices, incidents, or behavior. Further-to understand if there is a relationship between more, this serves an important function for the this type of evaluation and the communication health of the organization, mainly because these that supervisors have with their subordinates. In alarming messages put problems previously not this way, we have the hypothesis: detected in the collective agenda, to be solved, avoiding some problems in the organization. In The application of 360º performance evaluation some cases, this type of voice can even be bene-is positively related to the voice behavior of em-ficial, since it involves less time than the promo-ployees, when mediated by the communication tional voice and, currently, organizations oper-climate. ate at great speed. Literature Review According to some studies, the voice behaviors may be beneficial to the organization, with peoThe voice behaviors have been a topic of inter- ple tending to evaluate organizational actors est in the past decade (Mowbray, Wilkinson & more positively when they have more voice be-Herman, 2015). The notion of voice behavior haviors (Whitning, Maynes, Podsakoff & Podsa-emerged with Hirschman (1970), who found koff, 2012). that when employees were not satisfied with their working conditions, they tended to leave Since the 21st century the perception of lead-the organization or remain, but revealing their ers as the people who has the power has been concerns. changing, and this notion been replaced by the concepts of coach, mentor and facilitator (Jo- The author Morrisson (2014), in turn, divid- hansson, 2018). For this reason, the more recent ed voice behaviors into two types: promotional companies have been searching an organization- voice behaviors and prohibitive voice behaviors. al democracy in which it occurs the involvement 4 ABSTRACTS 101 of all members in decision making (Cunha & These results are in line with previous studies, Rego, 2005). This organizational democracy as it is known that more and more companies may be related to 360-degree evaluation and the have been seeking to promote an organization-support communication. This is a type of evalu- al democracy in which all organizational actors ation that promotes an active voice of employees can be involved in decision-making (Cunha & when compared to a top-down performance ap-Rego, 2005), this kind of democracy is promot- praisal. In this way, it is important to find out if ed, many times, by the application of 360-degree the employees have more voice behaviors when evaluation (Mamatoglu, 2008). there is a trust, opening and support communi- cation. This study is innovative, since the majority of the studies in this context focus only on direct Methodology relationships between variables, not considering mediations and moderations. Considering the The main objective of this study was to under- leaders ‘and followers’ views also becomes inno-stand if the application of 360-degree evaluation vative, as the most studies take into account only may be positively related to the adoption of voice one view (the view of the employees). Further-behaviors by employees, when it is mediated by more, there are few national studies linking the the climate of communication of trust, openness 360-degree evaluation and the communication and support. For this, a theoretical model with climate. three variables was created: the independent variable (application of the 360-degree evalu-Practical and Social Implications ation); the communication climate-related me- diator variable of the original Communication In practical terms, this study may be useful to Measurement Scale (Smidts, Pruyn & Van Riel, the development and application of an innova-2001) and the type of voice (defensive voice and tive type of performance evaluation, namely, the prosocial voice) – dependent variable, derived 360º performance evaluation, enabling commu-from the original Scale of EVLN Model (“Exit”; nication of greater dialogue between supervisors “Voice”; “Loyalty” and “Neglect”, by Dyne, Ang and subordinates. Furthermore, this study allows & Botero 2003). These scales were evaluated by training supervisors with regard to communica-applying a questionnaire to a sample (non-prob- tion and evaluation processes, contributing to a abilistic) convenience and snowball sample, con-better organizational effectiveness. sisting of a total of 704 individuals (managers and / or subordinates), inserted in the Portu-Key-words: Voice behaviors; Employees; Organiza-guese Labor Market, during the year 2019. tions; 360-degree Feedback Results and Conclusions The analysis of the results allowed the creation of a theoretical model of mediation in which it was found that the application of the 360-degree evaluation was positively related to the defensive and prosocial voice of employees, when mediated by climate of communication of trust, open- ness and support. 4 ABSTRACTS 102 Try before you buy: examining the relationship between communication organisations, higher education, and public relations students undertaking WIL Naqvi, Jeff, RMIT University (Australia) Introduction • RQ2: How did the pandemic impact host or- ganisation experiences of students undertak- The pandemic necessitated a shift in how indus- ing WIL? try, higher education, and students collaborate • RQ3: What implications does this have for via internships. Traditionally a capstone offering higher education institutions? in undergraduate programs, many institutions had to suspend their internship programs, or Literature review strike a balance across remote, onsite, or blended modes. What lessons can be learned from this The study is situated in the crosshairs of a few necessity? research agendas in work-integrated learning (“WIL”): the role of industry as a primary stake-Purpose holder in higher education (Naqvi 2021); the push for collaboration across higher education This study examines student experiences of work institutions (Cameron et al 2020) to operate integrated learning, specifically internships, sustainable models under government policy during the pandemic. It will explore how such directives; and, a need for research which goes experiences differed, whether the experience beyond the ‘outputs’ of WIL, and looks at the was taken onsite, remotely, or a combination of strategy of WIL for three stakeholders namely both (“blended”). The study will seek to identi-industry, academia, and the student (Cooper et fy implications for higher education institutions al. 2010). and whether such WIL experiences – and the relationships which underpin them – need re-Methodology calibrating in the “new normal” post-pandemic conditions. A critical realism paradigm underpins the exploration of the study. Critical realism’s subjectivist The following research questions (RQ) guided epistemology recognises that some reality – in the study: this study, the internship experience – cannot be objectively measured (Stolz 2020). Studies with • RQ1: How did the pandemic impact student a subjectivist epistemology are well-suited to a experiences when undertaking WIL in either qualitative design, and that of phenomenology onsite, remote, or blended contexts? (Blundel 2007). 4 ABSTRACTS 103 The purpose of phenomenology is to describe However, most noticeable, was a lack of social a phenomenon as the lived experience of indi- engagement and exposure to workplace culture. viduals (Speziale et al. 2011). As an inductive The findings amongst host organisations sug-approach to research, the lived experience gives gest that whilst students completed set tasks to a subjective meaning to an individual’s percep-a satisfactory level, supervision was problematic tion of the stated phenomenon. A common form for internships having any remote component. of phenomenology in education research is the Allocated tasks also differed significantly across descriptive approach, which is used in this study. the three internship modes. Also, there may be an emerging reduction in willingness for organ- The study implemented the phenomenological isations to extend ongoing offers of employment approach through a quasi-field experiment de-to participating students, post-WIL. This has im-sign, with three data collection components: plications for the tripartite relationship between student, university, and industry, as one of the • a reflective journal maintained by student primary motivators for organisations participat-participants in the study during their intern- ing in such programs is to access a pipeline of ship. Moon (2006) cites six key factors in future talent. how students learn from reflective journals. Of specific relevance to this study, the role of Limitations emotion in a student’s learning as they ex- perience their internship under one of three This study focuses on one higher education in- modes (dependent variables); stitution and thus is not representative of all • a survey completed by students at the end of public relations students nor all higher educa-the internship; and, tion institutions. • a survey completed by a host organisation representative. Suggestions for further research Quantitative surveys provide a complementary Further study into the perspectives of communication organisations and their intake of students data point to the qualitative reflective journals, for internships conducted onsite, online, or a ensuring the student has an opportunity to re-blend of both, would be suggested. flect upon their experiences in real-time, as well as to look back once it is complete. Descriptive Possible areas of contribution – now and as fu-statistics were used to bring the raw data into ture exploration – are in the areas of work-in-due form. tegrated learning pedagogical practices in higher education. In addition, there is a possible contri-Sample sizes: bution in evolving the role of industry, alongside • Reflective journals: n = 6 academia as well as government, in developing • Survey 1 (student): n = 25 the next generation workforce. Further research • Survey 2 (industry): n = 15 will also explore the development of an indus- try engagement framework for use across higher Results and conclusions education institutions. This study is continuing at the time of writing, Keywords: Work-integrated learning; Industry en-however initial indications are that students un-gagement; Higher education; Public relations; Stake-dertaking WIL remotely experience similar out- holder relations comes in terms of workplace task productivity. 4 ABSTRACTS 104 Turnover Intentions among Millennial Public Relations Professionals in Latin America Navarro, Cristina, Gulf University for Science and Technology (Kuwait) Moreno, Ángeles, King Juan Carlos University (Spain) Fuentes, Cristina, King Juan Carlos University (Spain) Introduction pact on Millennials employee retention? • RQ4. Does trust have positive impact on The topic of the Millennial Generation in the Millennials employee retention? workplace has gained momentum since the re- • RQ5. Does job engagement have positive im- tention and turnover of younger employees have pact on Millennials employee retention? become a challenge for companies around the • RQ6. Does excellent leader performance has world (Sujansky & Ferri-Reed, 2009). Expec-a positive impact on Millennials employee tations of acceptable workplace behavior and retention? performance differ across generational cohorts (Stewart, Oliver, Cravens, & Oishi, 2017). Un-Literature review derstanding these differences could have major implications for the way organizations recruit, Empirical research on generations’ work atti-hire, train, reward, promote, and terminate their tudes is sparse and mixed. In accordance with employees (Costanza, Badger, Fraser, Severt, & the past literature, seven factors encourage em-Gade, 2012). This is even more critical for the ployee retention among employees: challenging Public Relations industry, a knowledge-intensive work, opportunities to learn, positive relation-field characterized by their focus on intellectu-ships with colleagues, compensation and appre- al or human capital to produce their products ciation of the work performed, recognition of and services. This paper focuses on six research capabilities, work–life balance and good com-questions: munication. Research on Millennial employees working in full-service communication firms • RQ1: What is the strength of the relation- (Gallicano, Curtin, & Matthews, 2012) depicts ship between Millennial PR professionals a generation that enjoys positive relationships and their employers in terms of relationship with their agencies but also expresses their frus-outcomes (job satisfaction, trust, job engage- tration of a lack of empowerment, significant hi-ment, and employee retention)? erarchy, and distance from managers. • RQ2: Do additional sociodemographic fac- tors, particularly gender, hierarchical levels Factors affecting employee turnover have re-and salary, affect the relationship outcomes ceived significant attention from academia and of Millennial PR professionals? practitioners during the last decades. Through • RQ3. Does job satisfaction have positive im- a meta-analytic review of organizational liter- 4 ABSTRACTS 105 ature Cotton and Tuttle (1986) identified 24 influence on engagement and trust. Moreover, variables impacting employee retention and practitioners working in excellent departments classified them into three correlates: external, report statistically higher levels of job satisfac-work-related, and personal characteristics. Meng tion (90.2 percent, p ≤ 0.05), engagement (88.7 and Berger (2019) also confirmed the strong percent, p ≤ 0.05), organizational trust (85.5 impact that organizational culture and lead- percent), p ≤ 0.05, and lower turnover inten- er performance could have on public relations tions (32.2 percent, p ≤ 0.05). professionals’ work engagement, trust, and job satisfaction. There is a strong correlation between job satisfaction and the willingness to leave. Professionals Method that want to move out of communications and change employers are the less satisfied with their The data used for the study were gathered us-job (19.6 percent, p ≤ 0.05). Strong association ing an online survey designed in Qualtrics. The between perceived trust in the organization and questionnaire was active from April to August of Latin American Millennials turnover intentions 2019 and was available in both Spanish and Por- was also found. In fact, one-third practitioners tuguese. A total of 2,575 professionals from 19 reporting low level of organizational trust want countries started the survey and 1,229 of them to change employer, comparing with 20.6 per- completed. The final evaluation is then based on cent (p ≤ 0.05) of those with a high level of the completed responses of 1,165 public rela-organizational trust. tions professionals. Practical Implications Findings This research not only informs supervisors about Results show that Latin American Millennials what they can do to motivate workers and pro-present significant lower levels of job satisfac-vide for job satisfaction and retention but gives tion, engagement, and trust in the organization them insight into what type of leader’s Millen-than Gen Xers and Boomers (p ≤ .05). When nials may become based on what is important asked about their plans for the further develop-to them. Overall, this study can be used to teach ment of their career, 45.3 percent of the respon-organizations to facilitate trainings, develop bet-dents want to leave his or her current employer, ter leaders, create a culture that promotes job compared with 35.4% of Gen X and 28.1% of satisfaction, and increase the retention of good Baby Boomers. Almost half of the participants public relations Latin American Millennial em- in the survey (46.7%) show little engagement ployees. or even a complete disengagement. X-Gers and Limitations Boomers practitioners report a significantly higher work engagement (p ≤ 0.05). Similar-The study has several limitations that require ly, findings indicate significant differences across consideration when interpreting the findings. generational cohorts regarding trust in the orga-First, a large sample of professionals was ap-nization. 12.7 percent of the Millennials respon-proached, but a much small number initiated dents report a low level of trust, compared to and completed the online survey. Second, be- 10.3 percent of Generation X and 3.5 percent of cause of the possible systematic bias in the con-the Boomers. Salary was a statistically significant venience sample as used here, the results of this predictor using t- tests (p < 0.05) of overall job research should be seen as a pilot study giving satisfaction, and turnover intentions, but did not an indication of the distribution of the results 4 ABSTRACTS 106 in the entire population. Third, as in any study Meng, J., & Berger, B. K. (2018). Maximizing using self-report measures, the results may have the Potential of Millennial Communication been influenced by participants’ acquiescence Professionals in the Workplace: A Talent Man-and need for social desirability. agement Approach in the Field of Strategic Communication. International Journal of Strate-References gic Communication, 12(5), 507-525. Costanza, D. P., Badger, J. M., Fraser, R. L., Stewart, J. S., Oliver, E. G., Cravens, K. S., & Oi-Severt, J. B., & Gade, P. A. (2012). shi, S. (2017). Managing Millennials: Embrac- Cotton, J. L., & Tuttle, J. M. (1986). Employee ing generational differences. Business Horizons, turnover: A meta-analysis and review with im-60(1), 45-54. plications for research. Academy of management Sujansky, J. and Ferri-Reed, J. (2009), Keeping Review, 11(1), 55-70. the Millennials: Why Companies are Losing Bil- Gallicano, T. D., Curtin, P., & Matthews, K. lions in Turnover to this Generation-and What to (2012). I love what I do, But. . . A relationship do About it, John Wiley & Sons, New Yok, NY. management survey of Millennial generation Keywords: Employee retention, Employee engage-public relations agency employees. Journal of ment, job satisfaction, Millennials, Latin America, Public Relations Research, 24(3), 222–242. Public relations. 4 ABSTRACTS 107 New challenges for the countries in external communications due to fake news blossoming Novoselova, Olga, Corvinus University of Budapest (Hungary) Ildikó Kemény, Corvinus University of Budapest (Hungary) The wide spreading of fake news in recent years, Kim, 2018; Vargo et al., 2017). Relatively lit-especially in Covid19 period, has been caused by tle research has investigated fake news in the the rise of social media worldwide as nowadays context of brand management and communica- this medium have become the main source of tion and there is absolutely no research in the getting information. Therefore, fake news detec-context of country brand or country of origin tion has become an emerging topic, and more product brand. Berthon and Pitt (2018), one and more technical giant companies are seek-of the first researchers who has analyzed differing future solutions for recognizing online fake ent situations in which brands come in touch information. However, accurate fake news de-with fake news and the potential negative out- tection, is still challenging, due to the dynamic comes of such relationships and highlighted the nature of the social media, and the complexity symbiotic relationship between fake news and and diversity of online communication data. As brands. It was empirically examined & results well as, it is not clear if the detection of fake showed there was indeed a chain of effect from news may limit the sharing process made by fake news on consumers’ trust toward brands users. As a time when research shows that 75 that appeared next to fake news, and such effects per cent of American adults who were famil-were mediated by the credibility of the news and iar with a fake news headline viewed the story sources (Visentin et al., 2019). as accurate (Silverman and Singer-Vine, 2016), and facts are less important the emotional desire Some scientists have proposed Antecedents and in high spreading of fake news (BBC research), outcomes and persuasion knowledge toward consumers are more likely than ever to pass a fake news post regarding a brand (Chen & along “news” that is inaccurate and potentially Cheng, 2019), whereas, others discusses how even harmful. consumers process fake news and its relevance to marketing communications (Nyilasy, 2019, By conveying biased and false information, De Regt and al. 2019) have identified seven de-fake news can destroy folk’s faith and beliefs nialistic marketing tactics that contribute to the in authorities, experts and the government. Al-diffusion of fake news in the health and beauty though the unprecedented scale of fake news has industry and Weidner and al. (2019) present a brought more scholarly attention in recent years, framework to examine the different impact of most studies focused on the public policy and fake news, taking consumers’ confirmation bias political communication perspectives (Jang et into account. 4 ABSTRACTS 108 According to hypothesis of this study, the im- China and Chinese Universitates as a product pact of fake news is especially notable in the case category from that country were chosen and of country image since knowledge about other 290 Russian students respondents took place in countries is often limited, it is reasonable to as-the survey. The survey questionnaire incorporat-sume that the media significantly influence the ed four sections. In the first section, respondents thoughts on which people rely in order to judge were asked to provide the general characteristics countries or its products. and the atmosphere or mood and measurement of categories of country brand equity before Thus, this study is going to shed the light on reading fake news. In the second component, re-consequences and further challenges for country spondents were given created by us fake news brand or country-of-origin product brand oc-messages which had negative connotation con- curred after reading fake news. So, the question cerning this country and after reading fake news, which is going to be answered: Does fake news participants were asked to indicate their attitude influence country brand or brand of specific toward the truthfulness of the news on three product category from that country what way? items anchored with a 7-point scale and further The distinction between projected and perceived section again was devoted to measure country image is applied as useful approach for analyz- brand equity categories. ing the contribution of fake news on country The results of this survey were obtained in the and product brand from a methodological point middle of January and in the process of analyz- of view and country brand equity approached is ing and more detailed results will be present- used as a theory to measure brand. ed at the conference. However, already now we In other words, if projected images by fake news may see the decrease of country brand and even are evaluated on changes in country and product stronger damage to country-of-origin product perceived brand and how it is, in its turn, relates brand in the category of higher education. with country or product awareness, associations, These results will identify the weakest points in quality and loyalty. Higher education was chosen the fight of fake news consequences that would as a foreign product because the impact of fake give a ground for further proposing different renews may vary significantly. sponse strategies for governments or organiza- tions in the work of improving crises situation. Keywords: fake news, country brand, China, country-of-origin product brand, Chinese Universities. 4 ABSTRACTS 109 The Key to Improving ‘Team Virtuality’: Defining Internal and External Distractors of Virtual Meetings Pakozdi, Ivan, Edward Bernays University College (Croatia) Jakopović, Hrvoje, University of Zagreb (Croatia) Kanajet, Karlo, University of Zagreb (Croatia) Introduction and purpose of the study Literature review As part of a wider research on virtual communi- Numerous books and papers, including Kirkman cation patterns and practices in large companies, & Mathieu (2005), Anderson et al. (2007), Kock the study focuses on employees’ requirements (2008), Salmons & Wilson (2009), Mayadas & towards their managers/employers to improve Hultin (2010), Chudoba et al. (2011), Amcoff the technical aspects of using collaborative plat-Nyström & Asproth (2013), Kurtzberg (2014), forms for internal and external virtual meet-Abrahamsson Lindeblad et al. (2016), Kolbaek ings. It defines the most common technical and (2018), Frisch & Greene (2020), Handke et. personal distractors which influence employees al. (2020), Afflerbach (2020), Baker & Mur-and thus affect the quality of virtual meetings phy (2021), Swartz et al. (2021), and Dumitru and e-collaboration in large companies. The (2022), explored the communication practices study will provide qualitative insight into areas developed by remote virtual teams in periods of corporate virtual communication and the use before the COVID-19 pandemic and during the of collaborative platforms that can be improved pandemic, as a sudden and unexpected event by implementing the ‘team virtuality’ concept, that provoked a certain response. Numerous re-which, according to Kirkman & Mathieu (2005), cent scientific and practical research studies, inconsists of three dimensions: the degree that oncluding LaBerge et al. (2020), Lifesize (2020), line teams use virtual tools to coordinate and Twillio Inc. (2020), Buffer.com (2021), Mic-communicate (the reliance on virtual tools and rosoft (2021), Statista.com (2021), and Zerthe extent to which teams use virtual technolo- fass et al. (2021), are also available to identify gies to coordinate work activities); information communication procedures in order to make virtual meetings as effective as possible in the value (communication and data that is valuable ever-evolving ‘new normal’. to a team’s effectiveness, such as the technolo-gy’s capability to transmit cognizable informa- Methodology tion); and synchronicity (how well employees are able to support simultaneous communication The authors of this paper conducted a survey through video conferencing). on employees (N=188) from communication, marketing, and human resources departments in medium-sized and large companies of various 4 ABSTRACTS 110 businesses in Croatia ranked in the TOP 505 most common internal and external distractors companies based on the report by Bisnode Dun of virtual meetings and help raise the level of & Bradstreet on revenues in 2017 and 2018, understanding of requirements and expectations with the aim of gathering quantitative data regarding personal and technical aspects of in-concerning employees’ views on distractors in ternal virtual communication. The conclusion of virtual meetings, which limit their effectiveness the research could be a step closer to a new cor-in internal and external communication during porate culture model which is more adapted to the COVID-19 pandemic. This study will be the new conditions of internal communication qualitatively supplemented by the semi-struc- in the virtual world. tured interview method conducted through 10 semi-structured interviews focusing on CCOs Practical and social implications who are in charge of communications in Cro- atian medium-sized and large companies of Besides contributing to the practical and academ-various businesses that have introduced virtual ic thought of internal virtual communication, this study will help companies to conceptualize communication and/or remote work in the last and better understand personal and technical retwo years. Using mixed methods research, the strictions and interferences that affect the quali-authors of this study will conduct a comparative ty of internal virtual communication. Managers analysis of employees’ requirements and expec- in organizations, aware of the limiting circum- tations towards their employers and vice versa in stances in which employees participate in the order to improve the technical aspects of using process of internal virtual communication, will collaborative platforms for internal and external be able to develop a new set of tools, communi-virtual meetings. cation training programmes or expertise to op- Results and conclusions timize and upgrade the personal and technical aspects of internal virtual communication. A review of various global studies on virtual meetings, as well as empirical research among Keywords: team virtuality, e-collaboration, internal employees in medium and large companies in communication, virtual meetings, remote work Croatia show that there are no significant differences in the way employees in Croatia approach the organization and conduct team communica- tion in a virtual environment. Although we are witnessing a change in the communication para- digm in the last two years, numerous similarities which appear in communication patterns during virtual meetings can be noted, especially when distractors of virtual meetings are observed. In most cases, these distractors, which affect the quality of internal and external communication, are the result of lack of understanding between employees and employers in companies in terms of acceptance of communication requirements, or in other words, a discrepancy between com- munication practices and expectations. The re- search will provide valuable insights into the 4 ABSTRACTS 111 Rethinking Internal Communication between “New Normal” and “Next Normal”: An Overview of current and emerging practices Ravazzani, Silvia, Università IULM (Italy) Mazzei, Alessandra, Università IULM (Italy) Butera, Alfonsa, Università IULM (Italy) Introduction and purpose aking, facilitating learning through sharing new insights out of the crisis (Heide & Simonsson, Among the key conference subthemes and cur-2019). For this purpose, literature within interrent challenges for organizations, there is internal communication, internal crisis communica- nal communication and the profound changes it has undergone during the Covid-19 pandemic. tion, and employee relations in Covid-19 times Social distancing and remote working, fast be- is drawn upon. come the routine for millions of workers world- Methodology wide, have deeply impacted employee sense of security, identification, socialization, engage-The study presents an empirical research based ment, and organizational culture at large. In the on the perceptions and experiences of 29 inter-face of an ever-evolving health and work con- nal communication managers and professionals text, organizations need to constantly redesign working in 15 Italian companies. Qualitative new ways of working and communicating. The data were collected from 3 focus groups carried purpose of this study is to scrutinize internal communication practices, focusing on the role out throughout 2021, when the “new normal” of internal communication for rebooting and re- was gradually established in organizations and vitalizing organizations in the “new normal” and the “next normal” began to make its way into in the “next normal” following the crisis. management discussions and priorities for the near future. Literature review Results and conclusions The study builds on research related to inter- nal communication practices relevant to capture Focus groups results help delineate the evolution and make sense of this evolving context, such of internal communication objectives, tools, and as those aimed at ensuring closeness to employ-contents. In addition, the analysis reveals three ees despite physical distance and work digitali-key themes: the “new way of working”, the “dig- zation (Mazzei, Quaratino & Ravazzani, 2021), ital workplace”, and the “leadership for transi-building up resilience through internal sensem- tion”. 4 ABSTRACTS 112 Participants’ experiences highlight, first, the ex-competencies, as well as ensuring continuous perimentation of a new way of communicating, alignment between leaders’ sensegiving and em- emerged from the effort to cope with the “new ployees’ sensemaking. way of working” that became somehow estab- lished after the first phases of the pandemic (the Given the constantly evolving context and sub- “new normal”). Main endeavours regard effective sequent impact on employee needs and work ways to communicate in a still uncertain health routines, additional research is in the pipeline to and legal context, and in hybrid environments delve further into the “next normal” and forth- with employees working partly in presence and coming internal communication practices. This partly from home. These unprecedented work- would also allow to enlarge the number of com- ing conditions bring with them the risks of iso-panies and perspectives involved in the current lation and burnout of employees, and of losing a study. common sense of purpose and belonging, which internal communication must prevent. Internal Practical implications communication finds itself increasingly engaged Insights from this study have implications for also in key organizational processes such as so-internal communication practitioners when re- cialization, onboarding of newcomers, and cul- thinking work and communication models and tural change. experiencing the adaptive learning processes initiated by the current pandemic. While showing Linked to this is the “digital workplace” theme. how internal communication has changed so Internal communication reinvents itself to con- far in the way it is conceived and practiced, this tinue sustaining motivation and engagement of study also offers reflections useful for handling those employees who have been working re-the “next normal”. This will pose the questions motely for months, most of them with no prior of getting remote employees back to office work experience of virtual work and home office. Both and reboot, once again, personal relationships employees and internal communicators across and collaboration routines; and/or maintaining the studied organizations have approached this hybrid solutions for individual and organiza-drastic cultural and technological change from tional sustainability finding the balance between a learning-by-doing perspective. A digital work-office time and remote work. place is also a matter of technological infrastructures: in this sense, the internal communication References function has helped develop these new platforms, designing communication flows and communi-Heide, M., & Simonsson, C. (2019). Internal cri-cation areas that efficiently sustained business sis communication: Crisis awareness, leadership processes and employee interactions. and coworkership. Routledge. Mazzei, A., Quaratino, L., & Ravazzani, S. Finally, “leadership for transition” emerges as a (2021). Internal crisis communication in the time central theme especially when envisioning the of Covid-19 pandemic. Company strategies and post-pandemic scenario of the “next normal”. working experience of employees. FrancoAngeli. Results stress the critical role of organization-al leaders in anticipating and mastering change, Keywords: internal communication, remote work-and enacting the emerging values of persever- ing, hybrid workplace, leadership for transition, new ance, transparency, sustainability. Internal com-normal, next normal munication must do its part in training leaders, facilitating the development of new leadership 4 ABSTRACTS 113 Mediated Scandals as Show Trials: The Case Study of the COVID-19 Controversy with Serbian tennis player Novak Djokovic Selakovic, Marko, S P Jain School of Global Management (U.A.E.) Samoilenko, Sergei A., George Mason University (USA) Ljepava, Nikolina, American University in the Emirates (U.A.E.) Introduction and purpose of the study the last decades can be attributed to the overall transformations of media and journalism in the In April 2020, Serbian professional tennis play-digital age (Haller & Michael, 2022). er Novak Djokovic indicated in a Facebook live stream that he would not wish to be forced to The creation of scandal news and partisanship take a vaccine to attend tennis tournaments. in reporting contributes to the slant in the news. Djokovic’s views on vaccination came under The 24/7 news cycle supports a Twitter cycle increased scrutiny in late 2021, in the run-up that requires a constant supply of news fodder. to the 2022 Australian Open, which stipulated Public interest in some personalities is constant-COVID-19 vaccinations. The issue escalated in ly high and can thus be monetized by various January 2022 when Djokovic was detained at media retailers through positive or negative cov-Melbourne Airport by Australian Border Force erage. Naturally, negativity is quite profitable in officials for failing to produce the necessary pa-times of social media (Samoilenko & Mirosh-perwork to enter the country. Later, Djokovic nichenko, 2019). Essentially, the media’s focus was deported after losing an appeal to stay and on capitalizing on and monetizing scandals af-play at the Australian Open. This case study dis-fects their ability to cover basic news, much less cusses a celebrity detained and labelled by the undertake nonpartisan investigative journalism. media as an anti-vaxxer amid growing hostility towards people who appear to be unvaccinated. Klicperová-Baker (2019) defines show trials The whole time, the media across the world capas staged spectacles that conveniently combine italized on his downfall by publishing scandalous public shaming and prosecution. A defamation content about Djokovic and his past transgres- media campaign precedes the actual trial. During sions. a public trial, targets are often forced to discredit their characters through widely publicized pub-Literature review lic confessions before an official verdict. A multitude of political scandals is coming to public attention in recent years across the world. A cause for the number of political scandals in 4 ABSTRACTS 114 Methodology Practical and social implications The case study of the COVID-19 Controversy The complex nature of highly mediated events with Novak Djokovic is analyzed according to often impedes crisis managers from controlling the framework of character assassination typol- for multiple reputational risks and responding to ogy. This framework assumes that a social event new emergencies. This case is a scansis situation produced by character assassination is multidi-that involves a character assassination attempt of mensional and thus should be examined in terms a celebrity figure via a mediated scandal. Scan-of five contributing elements (Icks, et al., 2020). sis represents the intersection of a scandal and This interdisciplinary framework pays attention crisis, essentially when a reputational crisis be-to how the attacker, target, audience, media and comes a scandal (Coombs & Tachkova, 2019). context intersect to determine the effectiveness This case is illustrative of how mediated scandals and longevity of attacks. These puzzle pieces involving celebrities can be used as show trials should be considered in relation to each other to ensure compliance gaining and conformity while assessing the probability of reputational with health regulations. crisis and public outrage following an attack on character. Keywords: character assassination, crisis communication, reputation management, public relations, Results and conclusions Novak Djokovic The document analysis of media content reviewed as a part of this case study supports the notion of mediatization as “the growing intrusion of media logic as an institutional rule into fields where other rules of defining appropriate behaviour prevailed” (Esser & Matthes, 2013, p. 177). One critical impact of mediatization is that the production of news content has become ever more dictated by commercial imperatives and consumers’ expectations. Online platforms seek to deliver edgy click-bait content to niche audiences who are eager to demonstrate their moral and intellectual superiority in online battles. As a result, today’s mass media provide a conducive environment for character attacks amplified by the negative effects of mediatization, such as simplification of content, personalization and infotainment favouring conflict, drama and negative representation of social and political life (Esser, 2013). 4 ABSTRACTS 115 Designing an investor focused communication framework based on dialogic theory: An interpretative qualitative study of publicly listed companies in South Africa Serfontein-Jordaan, Muriel, University of Pretoria (South Africa) Introduction and Purpose The aim of this study was to propose an inves- tor focused communication framework based on In recent times, the South African capital market dialogic theory, for South Africa organisations has been plagued by a myriad of corporate scan-listed on the Johannesburg Stock Exchange. This dals, with the likes of Steinhoff, Tongaat Hulett, was done by investigating investor relations the-and EOH being amongst the latest transgressors. ory within the broader context of dialogic theo-These corporate scandals served as a reminder ry and crystallising the most critical constructs that all too many organisations take a myopic to include in a communication strategy. view of their business, considering financial bottom lines as the be-all and the end-all. As Methodology a result, stakeholders are understandably more sceptical about the accuracy and transparency of The research design employed in this study was information being communicated to them. an interpretive multiple case study qualitative inquiry which included an investigation of current An integral stakeholder group which forms part investor relations regulations that publicly listed in the success of an organisation is its inves-organisations have to adhere to and engage in. tors (Hoffmann and Fieseler, 2018:405, Laskin, 2018:75). Since investors have increasing de-The research took place in three phases, con- mands and specific information needs, it is es- sisting of both an empirical and non-empirical sential that organisations communicate relevant component. The three phases of the research and useful information by means of investor re-conducted in this study were as follows; research lations. phase one, the non-empirical component, con- sisted of an extensive literature review of the key However, despite its importance, academic reconcepts of this research, showcasing various search in the field of investor relations, specifi-conceptualisations and relationships. Ultimately cally in terms of communication, is lacking and the literature review crystallised the conceptual does not correlate with the importance of the framework for this study, against which com-function in corporate practice (Hoffmann et al., municative products were assessed, and which 2018:299, Laskin, 2014). assisted in the development of the initial inter- 4 ABSTRACTS 116 view schedule utilised in research phase three of References the research. Hoffmann, C. & Fieseler, C. 2018. Sharehold-The empirical component consisted of two parts; er activism and the new role of investor re-research phase two, a qualitative content analysis lations. . In: Laskin, A. (ed.) The handbook of of the Case Organisation’s communicative prod-finacial communication and investor relations. ucts; including SENS announcements, annual Wiley-Blackwell. integrated reports, and websites. The aim of this Hoffmann, C., Tietz, S. & Hammann, K. 2018. analysis was to assess the status of the commu- Investor relations – a systematic literature re-nicative products against the conceptual frame- view. Corporate Communications: An Interna- work put forth in research phase one, and hence tional Journal, 23, 294-311. assist in the refining of the interview schedule developed in research phase one. Laskin, A. 2014. Strategic financial communica- tion. International Journal of Strategic Communi-During the second part of the empirical com- cation, 8, 127-129. ponent of the research, research phase three, Laskin, A. 2018. The handbook of financial comin-depth semi-structured interviews were con- munication and investor relations, Wiley-Black- ducted with the IR officers of each of the Case well. Organisations whose communicative products were analysed. These interviews were main- Keywords: dialogic communication management ly confirmatory, the results of these interviews theory; investor relations; publicly listed organi-were used to substantiate, and where necessary sations; South Africa adapt the final framework put forth. Proposed Framework The proposed framework is the culmination and outcome of a synthesis of an in-depth lit- erature review, a content analysis of communi- cative products- and semi-structured interviews with the investor relations officers of the case organisation. Propositions informing the proposed framework is put forth and the proposed framework serves as the original contribution of this study. The proposed framework consists of intricate elements represented in three spheres that are influenced by, and in turn, exert influence on each other; (i) the communication process, (ii) IR, and (iii) the regulatory environment. In order for engagement with investors, as per the pro- posed framework, to be successful, these three spheres cannot be considered in isolation, but rather in a holistic all-encompassing manner. 4 ABSTRACTS 117 Rebooting for the “New Normal” while “Working from Home”? Results from a long-term interview study concerning and Internal Socal Media among up to 500 German companies 2013-2022 Sievert, Holger, Macromedia University (Germany) Meißner, Florian, Macromedia University (Germany) Introduction and purpose of the study per, the stakeholder theory based “Internal communication matrix” from Welch and Jackson According to the Call for Paper for this confer- (2007) will used. It differentiates between in- ence, the pandemic had demonstrated the fragil- ternal line management communication, internal ity of humans and the societies we inhabit. As team peer communication, internal project peer stated there, “[a]tomized employees were asked communication and internal corporate commu- to work from home, and the very definition of nication – four dimensions which are also cru- the workplace seems to have been redefined” cial for the use of internal social media within (Call for Paper). Internal Social Media and En-companies since all these levels should be part of terprise Social Networks play an important role it. Especially the two mentioned peer levels were during this process, because a “rapid expansion heavily concerned during the Covid-19 pan-of ESN use and its significant role in the ‘new demic when suddenly if ‘working from home’ normal’ have combined to create a substan- (WFH) become the ‘new normal’. Following Ip- tial change to the context of work” (Dickin-sen et al. 2021, most knowledge worker in Eu- son 2020). To analyse current changes linked to these developments, a long-term perspective rope had a more positive rather than negative might be helpful to distinguish Covid-19 related experience of WFH during lockdown, but work developments from other, even more fundamen- uncertainties (which normally can be dealt with tal effects. Therefore, this paper will use a gen-through intensive peer dialogue) and inadequate eral stakeholder approach on internal communi-tools had been identified among the three most cation and apply it to analyse some data from a negative factors. Based on this, the vast majority long-term interview study concerning the use of seems know to wish to continue to work flexibly internal socal media among up to 500 German on a remote basis, at least to some extent (Kun-companies 2013-2022. ze et al. 2020). Looking at Internal Social Media and following Huck & Sandhu (2015), social Literature Review media applications open up new possibilities for collaboration, participation and – above all – di-As a general theoretical framework for this pa- alogue communication in organisations. 4 ABSTRACTS 118 Methodology However, also these mixed forms are only pos- sible using an appropriate technology as well as The survey studies were conducted in 2013, having an adapted meeting and company cul-2016, 2019 and 2022, in each case in January, ture. More results on this are part of the survey with 579, 555, 352 and 421 respondents re-and will be analysed for the conference and and spectively. The online questionnaire was distrib-the full paper. uted to company representatives (mainly in the areas of communications, human resources and Practical and Social Implications general management) via address lists and edi- torial references. While this study is, like many The practical implication of this study should company studies, not really representative, it be quite evident: Only if internal social media does, however, entail a good selection of com-communication do take into account the specif- panies in the country, roughly corresponding to ic stakeholder dimension of international com-official statistics. Above all, however, it is highly munication in general, it can be successful. And comparable in terms of developments over time only if internal social media communication is since there is a very similar composition of dis-successful, the digital side of a flexible workplace tributors and participants for all four surveys. with flexible working hours can be realised ap- propriately – and organizations might be able to First results and conclusion rediscover communication with internal stake- holders. Since this study was realised in January 2022, only some results have been analysed so far. References What is interesting to observe in a first place, is Dickinson, D. A. (2020). The Role of Enterprise the development of the preferred working place Social Networks (ESN) in Maintaining Or- over the timeframe as well as its linkage to the ganizational Rhythms During the COVID-19 own experiences with internal social media. In Pandemic. National University of Ireland. 2013 and 2016, the office workplace with flexi- ble working hours was with 41 and 37.4 percent Huck-Sandhu, S. (2015). Interne Kommunika- by far the most preferred solution among em- tion im Wandel. Heidelberg: Springer. ployees interviewed concerning internal social Ipsen, C., van Veldhoven, M., Kirchner, K., & media. On the either side, a flexible workplace Hansen, J. P. (2021). Six Key Advantages and with flexible times was only preferred by 2 or Disadvantages of Working from Home in Eu- 3.2 percent nine and six years ago, compared to rope during COVID-19. International Jour-27.1 percent at the beginning of 2022. However, nal of Environmental Research and Public WFH has even been reduced as preferable solu- Health, 18(4), 1826. tion from 5.0 percent in 2013 (with fixed work- Kunze, F., Hampel, K., & Zimmermann, S. ing hours) to 1.9 percent in 2022 (with flexible (2020). Working from home in the Corona-hours). Overall mixed forms are currently most virus crisis: Towards a transformation of work preferred (40.6 percent). environments? Policy Paper. University of Konstanz. The findings show quite clearly WFH from a stakeholder perspective: since spontaneous peer communication is getting quite difficult in mainly WFH based model, this is even more rejected than 9 years ago and mixed forms are preferred. 4 ABSTRACTS 119 Welch, M. and Jackson, P.R. (2007), „Rethink- ing internal communication: a stakeholder approach“, Corporate Communications: An International Journal, Vol. 12 No. 2, pp. 177- 198. Keywords: Stakeholder Approach, Internal Communication, Internal Social Media, Enterprise Social Networks 4 ABSTRACTS 120 Mind the gap: Reconnecting employees and organizations after remote work during a crisis Steenkamp, Hilke, Zayed University (U.A.E.) Dhanesh, Ganga S., Zayed University (U.A.E.) Introduction ly when employees work remotely and have to re-engage with the organization on returning to The Covid-19 pandemic necessitated organiza-the workplace. tions to adopt various short- and medium-term operating models that had a direct impact on This study, therefore, aims to examine chang-interpersonal interactions. This included im- es in relationships between employers and their plementing remote work to reduce the physical employees over the course of remote work. proximity between employees (Lund et al., 2021). While these measures had to be taken during the The pandemic has also amplified various tensions onset and height of the pandemic, survey data and paradoxes in the workplace. In the context from the United Kingdom suggest that organiza- of EOR, employees were confronted with notions plan to adopt hybrid work models that al- tions such as being connected/disconnected, low employees to work from home at least some dealing with flexibility/inflexibility, standing of the time after the pandemic (YouGov, 2021). together while being apart; and navigating the Another study highlighted the consequences of blurred boundaries between work-life and pri- pivoting from in-person work to hybrid/online vate life. A dialectical approach (Mumby, 2005; interactions during the pandemic. For example, Tracy, 2004) provides a useful lens through employees’ hours worked increased, including which these tensions in organizational life and outside normal business hours; communication the renegotiation of the boundaries spanning re-and task coordination costs increased while at lationships can be studied. the same time employees communicated with fewer individuals and departments both inter-Literature review nally and externally; and employees received less coaching and fewer one-on-one meetings with Employee-organization relationships (EOR) supervisors (Gibbs et al., 2021). The relational outcomes of EOR are trust, sat- It is in this context that employees and organi-isfaction, commitment, and control mutuality, zations had to navigate employee-organization while effective relationship maintenance strat-relationships (EOR). Although EOR have been egies include access, openness, positivity, net-theorized robustly within public relations schol-working, and sharing of tasks (Hon & Grunig, arship, little research has explored the anteced-1999). However, existing models of EOR, inents, states, and outcomes of EOR, particular-cluding antecedents, states, and consequences 4 ABSTRACTS 121 call for a re-examination especially when the poseful sampling to recruit participants with employee-organization relationship moves on-some experience of remote working. The pop- line and back, such as in the case of remote and ulation will be employees working in organiza-in-person work during the Covid-19 pandemic. tions listed in the Fortune 500 100 best compa- nies to work for and/or Great place to work in the Relational dialectics theory UAE indexes. Interview data will be analyzed by Relationships are maintained through com-means of qualitative thematic analysis. munication, but these relationships are often Implications characterized by contradictions and tensions as relationships grow and develop (Baxter & Theoretically, the findings of this study will add Montgomery, 1998). Communication schol-to emergent empirical insights into relationship ars have called for a nuanced, multilayered ap-management in the context of remote work in proach to investigate the dualities and contradic-turbulent contexts. The study aims to demon- tions that underlie organizational interactions as strate the impact of remote work on EOR and well (Mumby, 2005; Tracy, 2004). Following provide future research directions for the suc-Mumby’s (2005) assertion that organizational cessful management of EOR in times of crises. behavior can be understood through discours- es, a dialectical approach is used to examine the Keywords: employee engagement, remote work, em-communicative utterances used by employers to ployee-organization relationships, relational dialec-construct new understandings of their relation- tics, public relations, UAE ship with employees during remote work. The research questions posed to guide the study are: • RQ1: Did employee-organization relationships (EOR) change over the course of re- mote work during the pandemic? If yes, then how did they change? • RQ2: What were some of the factors that led to the changes, if any? Were there differences due to antecedents of EOR such as openness, access, networking, and positivity? • RQ3: What are the short term and long-term outcomes of the changed relationships? Methodology The methodological approach is qualitative and will employ in-depth interviews with senior managerial employees (representing employers/ organizations) who worked remotely during the Covid-19 pandemic in the United Arab Emir- ates. This is regarded as a suitable approach for exploring employers’ perceptions of their relationships with employees during remote work conditions. The researchers will employ pur- 4 ABSTRACTS 122 Role perceptions and challenges of internal communication practitioners in facilitating the shift toward a more flexible work environment Stranzl, Julia, University of Vienna (Austria) Einwiller, Sabine, University of Vienna (Austria) Introduction and purpose Literature review As a result of the COVID-19 pandemic, orga- Various scholars examined the roles and func- nizations are experiencing fundamental changes tions of internal communication in different in their daily operations. Above all, the unprec-organizational contexts, which Men (2021) edented shift to homeworking or mobile work- categorized as follows: Internal communication ing is driving virtualization which requires the professionals must keep employees informed, lis-implementation of new digital tools and ways of ten to their perspectives, concerns and ideas, and how work is organized. It also initiated a change help build relationships within the organization. towards more flexibility, which causes challeng-In addition, internal communication is responsi-es for most organizations, particularly for those ble for inspiring and acculturating employees as who had a pronounced culture of presence prior well as helping them to make sense of the situa-to the pandemic. Internal communication astion. Finally, they play an important role in mo-sumes a key role in addressing these challeng- tivating and engaging employees. “Overall, the es in that it is to strategically guide this change role and function of internal communication can process and fulfill its function as facilitator of be summarized as informational (to inform), re-the organization-employee relationship. This lational (to listen, connect), motivational (to ac-culturate, inspire, motivate), and behavioral (to raises the question how internal communication engage)” (Men, 2021, p. 6). practitioners experience the change and evaluate their roles in this process: Especially during crisis-induced changes, employees benefit from internal communication • RQ1: How do internal communication pro- that reduces situational uncertainties, misun- fessionals perceive their role in the pandem- derstandings, rumors, and negative communi- ic-driven shift toward a more flexible work cation behaviors. A lack of employee-centered, environment? two-way symmetrical communication would en- • RQ2: Which challenges do internal commu- hance negative outcomes during these times. As nication professionals perceive in the pan-emphasized by Heide and Simonsson (2021), demic-driven shift toward a more flexible we investigate whether communication profes- work environment? sionals use a process approach to internal crisis 4 ABSTRACTS 123 communication as it helps to reduce negative everyone equally and preventing on-site work-outcomes and motivate employees to actively ers to feel left out. With regard to home work-support the organization. ers, the challenge is to intensify the exchange between managers, supervisors and employees Methodology and find appropriate communicative strategies to motivate and engage employees. Since gaining insights into the reflections of internal communication professionals is required Research results imply that virtualization of to answer the research questions, a qualitative work enlarges professionals’ functions by en-research approach was chosen. Between March abling, and broadens their radius of action. At and May 2021, 16 qualitative, semi-structured, the same time, they have more responsibility and problem-centered interviews were conduct-a higher risk of losing employees – increasing, ed with internal communication professionals for example, their frustration or disengagement. from large, globally operating organizations in In order to overcome the challenges, profession-German-speaking countries. The selection of als must adapt their existing workflows, and suitable interview partners was based on a conneed to learn and experiment with novel formats venience sampling strategy. In order to test the and messages. quality of the interview guide, two pretest interviews were conducted. All interviews were con- Future studies could use case studies to further ducted via MS Teams or Zoom. The analysis of examine different perspectives during the tran- the material is based on a deductive and induc- sitioning from a culture of presence to a culture tive structural content analysis and supported by of flexibility. In addition, it would be valuable the software program MaxQDA18. to capture employees’ perspectives on their perceptions of internal communication during the Results and implications change to deepen findings on communication challenges. The results show that the shift toward a “culture of flexibility” requires that communication pro-References fessionals deepen their knowledge of employee Heide, M., & Simonsson, C. (2021). What was needs, concerns, and habits in order to develop that all about? On internal crisis communica-targeted communication strategies and promote tion and communicative coworkership during participatory employee behaviors. Fostering em- a pandemic. Journal of Communication Manage- ployees’ commitment to the organization is one ment, 25(3), 256-275. of the biggest challenges named by practitioners. The situation has strengthened the role of com- Men, L. R. (2021). Evolving research and prac- munication professionals as enablers who activetices in internal communication. In L. R. Men ly support leaders and employees to adapt and & A. Tkalac Verčič (Eds.), Current trends and enhance their own communication behavior. issues in internal communication (pp. 1-18). Furthermore, communication that addresses the Palgrave Macmillan, Cham. relationship with employees is key to engender Keywords: internal communication, change, flexibil-employees’ support during the change. This re- ity, qualitative research quires listening and being transparent, appreciative and supportive. Organizations with a high proportion of employees working in production on-site face a particular challenge of reaching 4 ABSTRACTS 124 Organizational purpose and public relations in hybrid organizations Sueldo, Mariana, ISM University of Management and Economics (Lithuania) Verčič, Dejan, University of Ljubljana and Herman & Partners (Slovenia) Organizational purpose is the reason for an orward multiple stakeholders (Jongbloed, 2015). ganization to exist and the essence of its identity. It can be also claimed that, in turn, the particular Most organizations strive to define and commu-communication concerns of hybrids partly in-nicate their unique purpose as a particular way stitutionalize these emerging forms so as to po-of satisfying stakeholders’ expectations and consition them in one or another sector (Birkholz, tributing to society. C., 2015); (Buhmann and Schoeneborn, 2021). This study seeks to explore how hybrid orga- Methodology: in order to answer the research nizations reconcile and communicate multiple question, qualitative data were collected through organizational purposes, more specifically in mini-Delphi with public relations and communi-private universities as hybrid institutions with cation experts (N=15) and in-depth interviews elements from the logics of education and busi- (N=40) personally held on campus with univer- ness. The following research question is raised: sity executives, communication specialists and academics from three countries. • RQ1: How do hybrid organizations commu- nicate multiple purposes? Results and conclusions: findings show that private universities tend to declare a single organ-Hybrid organizations emerge out of public-pri- izational purpose as a mission statement blend- vate partnerships or a combination of non-prof- ing their particular commitment with specific it/for-profit components, comprising elements groups of stakeholders. In some cases, the or-from at least two different sectors with their in-ganizational purpose has already changed since stitutional logics, values or rationalities, hence foundation (which may entail a different essence paving the way to multiple organizational pur-or identity), while in others it has remained poses (Schmitz and Glänzel, 2016). Due to the unwavering, strategically blended, disseminated hybrid nature, such organizations may not be and integrated as the backbone and centre of all entirely and exclusively assigned to either sector, decisions. Contrastingly, double narratives and which may raise tensions and pose the challenge mismatches between internal and external mes-to handle the communication of multiple logics saging reveal mission drift leaning towards one and purposes and balancing claims from differ-dominant logic at the expense of another, also ent sectors. leading to legitimacy deficit. And since hybrids are typically more complex to This study further develops the incipient con-govern, hybridization calls for new management ceptualization of hybrid organizations as actors paradigms and new ways of accountability to-combining different logics and provides a typol- 4 ABSTRACTS 125 ogy enriched with private universities as hybrid institutional forms in the Higher Education sector. Purpose emerges as an essential governance mechanism of hybrid organizations to avoid mission drifts and maintain hybridity (Mair, Mayer and Lutz, 2015). Hence, the vital role of public relations in aligning multiple institutional pressures (Wolf and Mair, 2019), activating favourable behaviours and generating identification and adhesion to the organizational values declared in the organizational purpose. To achieve this, the conceptualization of purpose-driven public relations is suggested, whereby the purpose and values are defined with the stakeholders and not just for the stakeholders (Fontán, Alloza and Rey, 2019, p. 110). The upheld values should then be reflected in the communication practices, contents and decisions (Siwale, Kimmitt and Amankwah-Amoah, 2021). Organizational purpose then becomes the departure and des- tination point in the strategic loop to evaluate communication performance. An acknowledged limitation of this research is that the phenomenon of hybridization has been empirically explored only in private universities as explicitly de iure hybrid institutions in the Higher Education sector, where state-owned institutions are gradually becoming de facto hybrid forms (Jongbloed, 2015). Keywords: organizational purpose, public relations, hybrid organization, university, mission drift, Higher Education Institutions. 4 ABSTRACTS 126 Graphical distorsion and Impression Management techniques in Corporate sustainable reporting: An investigation of the sustainability reports in the top 100 companies in Italy Šimunović, Denis, IULM (Italy) Bonaccorso, Giuseppe, IULM (Italy) Murtarelli, Grazia, IULM (Italy) Romenti, Stefania, IULM (Italy) Purpose and data visualization elements in sustainability reporting. The available visualization techniques The increasing stakeholder expectation toward have now transformed sustainability reports into organizations societal role are leveraging a a powerful form of promotional content compa-higher degree of required transparency in their nies can embrace to fulfil multiple purposes and communication. This implicates that disclosing convey information to several publics. This has exclusively financial information is no longer also implied an increase adoption of impression enough as companies need to be held account-management techniques with the goal of deliv- able also for their impact on society in terms of environmental and societal activities (Moreno ering as much as possible positive information, & Capriotti, 2009). To comply with this surg-to the point of distorting the graphs in the coning demand, companies have therefore begun to text of corporate reporting. Indeed, several stud-publish sustainability reports to communicate ies analyzing the impression management tech-their activities and impacts. niques in annual report highlights how reports easily adapt to deliberately alter perception of Despite the fact that several standards are avail-the company’s performance (Beattie & Jhones, able, the reporting scenario remains still frag-2002). However, while extensive literature has mented and unregulated regarding how compa- been dedicated to the graphical distortion presnies should present their data (Lock & Arujo, ent in company’s reports, the focus has pre-2020). Due to the volatile attention scarcity of dominantly fallen on annual reports or financial the audience, companies need to implement en-reports. Sustainability reporting is an increas-gaging and timely data communication tactics. ingly studied area of inquiry for communication The emergence of the “visual turn” in CSR com-scholarship. To contribute to the discussion by munication (Lock & Arujo, 2020) is exemplified expanding the existing gaps, the present study by the increasing predominance of infographics fits in with the goal of studying under the lens of 4 ABSTRACTS 127 impression management techniques are deliber- ing sector by providing evidence on the actual ately conceived to alter the public perception of stage of CSR impression management and pos-companies’ sustainability performance. sible avenues to increment and regulated unified standard for a more transparent communication. Design/Methodology On the other side, the research raises awareness on the issue of graph literacy among corporate In particular, in order to assess whether and to report publics as an antecedent of correct data what extent companies use impression manage-consumption and misuse identification. ment techniques. We analyzed a sample of 65 companies listed in the Italian stock exchange, References systematically collecting their reports and categorizing them by their market capitalization. Beattie, V., & Jones, M. J. (2002). Measurement This method of selection seems to be favorable distortion of graphs in corporate reports: an ex-for what concerns the industrial sectors of anal-perimental study. Accounting, Auditing & Ac-ysis. Indeed, selecting companies based on their countability Journal, 15(4), 546–564. https:// market capitalization and not on industry specif-doi.org/10.1108/09513570210440595 ics allows to gain an overview also on different Brennan, N., Guillamon Saorin, E., & Pierce, aspects of different sectors. Hence, even though A. (2008). Impression Management: Devel-this sampling cannot be defined as purely ran- oping and Illustrating a Scheme of Analysis domized, at the same time it offers a good ap-for Narrative Disclosures - A Methodological proximation of what the market is like. Note. SSRN Electronic Journal. https://doi. Findings org/10.2139/ssrn.1284904 Cho, C. H., Laine, M., Roberts, R. W., & Rodrigue, By using an analytical framework informed in M. (2016). The Frontstage and Backstage of the impression management theory, we found Corporate Sustainability Reporting: Evidence undeniable evidence of the adoption graphical from the Arctic National Wildlife Refuge Bill. distortion techniques by companies, supporting Journal of Business Ethics, 152(3), 865–886. the idea that sustainability reports are employed https://doi.org/10.1007/s10551-016-3375-4 not only to convey important and truthful in- Lock, I., & Araujo, T. (2020). Visualizing the formation about the firms’ sustainability perfor-triple bottom line: A large‐scale automated mance, but also a favorable image of the compa-visual content analysis of European corpora- ny. Consistently with the studies on impression tions’ website and social media images. Corpo-management (Cho et al., 2018), the results of rate Social Responsibility and Environmental the analysis confirmed that graphs are not only Management, 27(6), 2631–2641. https://doi. largely adopted forms of communication but org/10.1002/csr.1988 also largely altered ones where selectivity, presentational enhancement, and measurement dis- Moreno, A., & Capriotti, P. (2009). Commu-tortions convergently appear. nicating CSR, citizenship and sustainabili- ty on the web. Journal of Communication Theoretical and practical contributions Management, 13(2), 157–175. https://doi. org/10.1108/13632540910951768 Theoretically, the research problematizes and extends studies on the impression management Keywords: CSR reporting, impression management, techniques deployed in CSR reporting. Practical-data visualization, transparency ly the research informs the sustainable report- 4 ABSTRACTS 128 How internal communication contributes to organizational success conditions Špoljarić, Anja, University of Zagreb (Croatia) Najjar Raškaj, Dijana, University of Zagreb (Croatia) Tkalac Verčič, Ana, University of Zagreb (Croatia) Introduction and purpose of the study cation within their organizations feel motivated and display higher levels of engagement at Internal communication was previously recog-work. At the same time, clear communication nized for its considerable contribution to orga-helps organizations manage perceptions and ex- nizations (Špoljarić & Tkalac Verčič, 2021). Its pectations. This reflects in higher perception of significance within organizations has recently organizational support, psychological contract grown even further. Due to the current glob-fulfillment (Špoljarić & Verčič, 2022; Tkalac al crisis, which caused most employees working Verčič et al., 2021) and internal employer at-from home, internal communication suddenly tractiveness (Tkalac Verčič et al., 2021). These became critical for everyone. In our study we positive practices within organizations lead to test the extent of internal communication’s in-positive recognition among external publics, fluence on job attitudes and its contribution to which is made up of corporate reputation and perception of the organization among both in- external employer brand perception. However, ternal and external publics. Within our research the relationship between these internal and ex-we turned to employee engagement, perceived ternal contributors to organizational success has organizational support and psychological con-never been fully established (Tkalac Verčič & tract fulfillment in order to portray employees’ Sinčić Ćorić, 2018). job attitudes. Internal perception of the organization is displayed by internal employer attrac-Methodology tiveness, while reputation and external employer attractiveness demonstrate external perception In order to analyze internal communication’s of the organization. Additionally, we explore the contribution to organizational behavior and per-potential effect internal communication has on ception of organizations among employees, we overall organizational success caused by indirect applied predesigned measurement instruments. effects through reputation. This part of the research was done as a large communication survey among 1805 employees Literature review from 12 companies. The communication sur- vey was a part of a four-year national scientific Internal communication and level of satisfaction project to map out internal communication. The with it have a great impact on employees’ ati- choice of organizations that were approached tudes and perception of their employers (Tkalac within the project was based on the typical unit Verčič et al., 2021). Research has shown that criteria. In selecting the organizations for the employees that are satisfied with the communi-sample, the project team reached a consensus 4 ABSTRACTS 129 on what is considered typical and which criteria Tkalac Verčič, A. & Sinčić Ćorić, D. (2018). should be typical. Number of employees range The relationship between reputation, employer from 60 up to 10 000. Within each company, branding and corporate social responsibility. significant effort was made to include represen-Public Relations Review, 44(4), 444-452. doi: tative samples of employees. Additionally, among https://doi.org/10.1016/j.pubrev.2018.06.005 organizations’ external publics, an analysis of Tkalac Verčič, A., Galić, Z., & Žnidar, K. (2021). reputation and external employer attractiveness The relationship of internal communication was conducted. satisfaction with employee engagement and em- ployer attractiveness: Testing the joint mediating Results and conclusion effect of the social exchange quality indicators We are still in the process of data collection [Advanced online publication]. International among organizations’ external publics. We will Journal of Business Communication. doi: https:// complete our research and conduct appropriate doi.org/10.1177/23294884211053839 analysis before July 2022. Keywords: Internal communication, employer Practical and social implications brand, organizational reputation, employee engagement, job attitudes. The global crisis that occurred after the SARS- CoV-2 pandemic further established the impor- tance of internal communication for organizational success. With this research we aim to show just how important internal communica- tion is to organizations. We expect to show its influence on several organizational outcomes, which include employee engagement, perceived organizational support, psychological contract fulfillment, internal employer attractiveness, organizational reputation, external employer at- tractiveness, and ultimately, profit. Bibliography Špoljarić, A., & Tkalac Verčič, A. (2021). Internal communication satisfaction and employee engagement as determinants of the employer brand [Advanced online publication]. Journal of Communication Management. doi: https://doi. org/10.1108/JCOM-01-2021-0011 Špoljarić, A., & Verčič, D. (2022). The effects of social exchange quality indicators on employee engagement through internal communication [Man- uscript submitted for publication]. Faculty of Economics & Business Zagreb, University of Zagreb. 4 ABSTRACTS 130 From Situational Appraisals to Collective Action: An examination on Asian Americans’ Engagement in Collective Action during the COVID-19 Pandemic Tao, Weiting, University of Miami (USA) Chen, Zifei Fay, University of San Francisco (USA) Sun, Ruoyu, University of Miami (USA) He, Mu, University of Miami (USA) Introduction and Purpose of the Study during political campaigns, the use of social media on Asian Americans’ well-being, mental The COVID-19 pandemic is not only a global health issues among Asian Americans, and so on health crisis but has also uncovered many un- (e.g., Lee & Waters, 2021; Yang et al., 2020). derlying societal issues of disparity, inequity, Apart from addressing the immediate impact and injustice. In the United States, along with during the pandemic, scholars have also noted the vast spread of COVID-19 is the uptick of that the uptick of hate incidents against Asian hate incidents, discrimination, and racist attacks Americans has its historical roots. The portrayal against Asian Americans and Pacific Islanders of Asians as the “Yellow Peril” and “perpetual (AAPI). According to Stop AAPI Hate, a total foreigners,” along with the pervasive “model mi-of 10,370 hate incidents were reported from nority” myth, has resulted in Asian Americans’ March 19, 2020 to September 30, 2021 in the voices on their experiences of discrimination be-United States. These hate incidents took place in ing delegitimized and silenced. This has further various forms that ranged from individual acts led to limited empirical research evidence on of verbal harassment, shunning, physical assaults, the impact of racial discrimination among Asian to civil rights violations such as workplace dis-Americans, especially when it comes to activism crimination and refusal of service. This study, and collective action (Lee & Waters, 2021). The in this regard, sets out to examine the factors knowledge on collective action—the action that and mechanisms that drive Asian Americans’ aims at changing the status of a disadvantaged engagement in collective action in combating group—could be especially instrumental as com-anti-Asian discrimination and racism during the munity members, activists, and scholars continue COVID-19 pandemic. exploring viable measures to combat anti-Asian discrimination and racism at individual, institu-Literature review tional, and societal levels. Scholars from various fields have conducted Drawing on insights from the Situational Theory studies that examined the anti-Asian rhetoric of Problem Solving (STOPS) (Kim & Grunig, 4 ABSTRACTS 131 2011), societal risk reduction motivation model this study suggested a multi-facet approach that (SRRM) (Cho & Kuang, 2014), and collective encompasses consideration at perceptual, cogni- action (Van Zomeren et al., 2008), this study tive, and emotive levels in gauging Asian Ameri-proposes a model that comprises perceptual, cans’ online and offline collective action. By pro-cognitive, emotive, and motivational factors that viding an integrated framework that delineates could drive Asian Americans’ online and offline the process from situational appraisals to collec-collective action in combating anti-Asian dis- tive action, this study helps shed insights on the crimination and racism. role public relations could play in advocating for social change and creating a more humane and Methodology just world. An online survey was conducted in August References 2021 among 505 Asian Americans residing in the U.S. at the time of the study. Participants Cho, H., & Kuang, K. (2014). The societal risk were recruited via Dynata survey panel, repre-reduction motivation model. The SAGE hand- senting diverse ethnic backgrounds among the book of risk communication, 117-132. Asian American communities spanning across Kim, J. N., & Grunig, J. E. (2011). Problem solv-41 states in the U.S. ing and communicative action: A situational Results and Conclusions theory of problem solving. Journal of Commu- nication, 61(1), 120-149. Results revealed the perceptual, cognitive, emo-Lee, S., & Waters, S. F. (2021). Asians and Asian tive, and motivational factors that drove Asian Americans’ experiences of racial discrimina-Americans’ online and offline collective action. tion during the COVID-19 pandemic: Impacts Perceptual factors including Asian Americans’ on health outcomes and the buffering role of involvement recognition, their perceptions of social support. Stigma and Health, 6(1), 70–78. self-efficacy, group efficacy, and governmental Van Zomeren, M., Postmes, T., & Spears, R. efficacy fostered situational motivation to com- (2008). Toward an integrative social identity bat anti-Asian discrimination and racism. The model of collective action: a quantitative re-emotive factor of discrimination-inflicted arous-search synthesis of three socio-psychological al also generated Asian Americans’ situational perspectives. Psychological Bulletin, 134(4), motivation. Asian Americans’ motivational state, 504-513. in turn, facilitated their online and offline collective action in combating discrimination and rac-Yang, C., Tsai, J., & Pan, S. (2020). Discrimi-ism. Given that this study particularly pertains nation and well-being among Asians/Asian to the context of anti-Asian discrimination and Americans during covid-19: The role of so-racism during COVID-19, future research could cial media. Cyberpsychology, Behavior, and Social further test our model among other marginal-Networking, 23(12), 865-870. ized communities and in different sociocultural contexts to enhance its theoretical and practical Keywords: Racial Discrimination, Collective Action, utility. Asian Americans, Situational Theory of Problem Solving (STOPS), COVID-19 Practical and Social Implications For public relations professionals, activists, policy makers, and the society at large, findings from 4 ABSTRACTS 132 Increasing employee advocacy through supervisor motivating language: The mediating role of psychological conditions Thelen, Patrick D, San Diego State University (USA) Yue, Cen April, University of Connecticut (USA) Verghese, Aniisu K., Sabre Poland (Poland) Introduction and purpose of the study psychological safety, job meaningfulness, and psychological availability. To fill the research gap Research on leadership has attracted the atten-and expand the body of knowledge on leader- tion of scholars and practitioners for decades. ship communication and internal communi- The positive impact that leaders can exert on cation, this study focuses on the psychological a wide range of individual and organizational conditions of employees and looks at how su-outcomes, such as commitment, trust, and per- pervisor ML influences employee advocacy be- formance, have contributed to this widespread haviors through the mediating mechanisms of interest. However, leadership and leadership safety, meaningfulness, and availability. communication are broad terms that apply to an extensive range of communication behaviors. As Literature review noted by Mayfield and Mayfield (2017), stud- ies examining leader communication behaviors When employees feel psychological safety, find need to focus on specific aspects. Therefore, the work worthwhile, and can channel their phys-current study analyzed leadership communica- ical, emotional, and psychological resources for tion through the lens of motivating language focused tasks, they are inclined to do more for (ML), a framework of leader-to-follower speech their organizations (Kahn, 1990). The mediat- (Sullivan, 1988). More specifically, we exam-ing role of work meaningfulness, psychological ined ML’s relationship with employee advocacy, safety, and psychological availability have been a type of organizational citizenship behavior in studied in various settings, including work rela-which employees voluntarily support, recom- tionships, career adaptability, and performance mend, or defend an organization to internal or (Jannesari & Sullivan, 2019). Overall, when external publics (Thelen, 2020). employees perceive a supportive environment, inclusive leadership, and communication that In addition to examining the relationship be-addresses their physical, cognitive, and emotion-tween ML and employee advocacy, insights on al needs, they are more likely to advocate for the the mechanisms through which ML impacts organization. When leader communication in- advocacy behaviors are needed. In his seminal cludes motivating language, it builds confidence, study, Kahn (1990) identified three specific reduces stress, and encourages staff to experi-psychological conditions that help determine ment in a safe environment. When motivating whether and how people engage in their roles: language is an ongoing priority for leaders, it 4 ABSTRACTS 133 helps staff view work as meaningful and increas-ployees in the United States. This result suggests es their likelihood to speak up (Sullivan, 1988) that feeling confident about their work abilities and potentially advocate for their organization. is not enough for employees in the United States to feel an intrinsic desire to advocate for their Methodology organization. Finally, our study indicated that We administered an online survey on Qualtrics work meaningfulness mediated the relationship and used quota sampling to obtain samples from between motivating language and employee ad- vocacy in India and the U.S. the U.S. and India. These samples provide an opportunity to compare the proposed model Practical and social implications across varied settings that differ vastly in cultural and economic environments. Data collection This study impacts the profession and society was conducted on Amazon’s Mechanical Turk in in several ways. First, internal communicators August 2021. Our sample consisted of 354 par-and leaders need to understand the impact of ticipants from India and 441 participants from cultural differences while investing in employee the U.S. advocacy programs. There is no one-size-fits-all model. Second, a supervisor’s role in, for exam-Results and conclusions ple, emphasizing a program’s goals and focusing on employees’ collective and individual aspira-The results from the current investigation con- tions is crucial in shaping employees’ actions. firmed that leader motivating language was pos- Third, infusing meaningfulness at work by help- itively correlated with psychological safety, work ing employees understand how their work is im-meaningfulness, and psychological availability in portant, worthwhile, and significant can gener-India and the U.S. The study also provided em- ate the conditions that will encourage employees pirical evidence for the effectiveness of supervi-to advocate on behalf of their organization. sor motivating language in nurturing employee advocacy behaviors. Keywords: supervisor motivating language, employee advocacy, psychological safety, work meaningful-Additionally, the study looked at the relationship ness, psychological availability that psychological safety, work meaningfulness, and psychological availability have with employee advocacy. Among these three variables, only work meaningfulness had a positive relationship with advocacy behaviors in both countries. The positive relationship between psychological safe-ty and advocacy was only significant among U.S. workers. The Indian system is profoundly hier- archical, and employees are highly status-con- scious. Therefore, a plausible explanation for the nonsignificant relationship could result from the higher levels of power distance that exist in India. The current study also found a positive relationship between psychological availability and employee advocacy in India. Surprisingly, psychological availability did not have a significant relationship with employee advocacy among em- 4 ABSTRACTS 134 Organizational culture and remote working in public relations agencies in Greece Triantafillidou, Amalia, University of Western Macedonia (Greece) Yannas, Prodromos, University of Western Macedonia (Greece) Introduction and purpose of the study tivities to a work-from-home style. Teleworking has been associated with several benefits such as The Covid-19 pandemic has brought significant greater employee autonomy, better work-life bal-changes in the workplace environment with re- ance, reduced stress, and greater job satisfaction. mote working being one of the major challenges On the other hand, work-from-home can cause for organizations. The pandemic also transformed social isolation, work overload, family-work existing organizational cultures by shifting and conflict, employees’ alienation, and weak rela-replacing deep-rooted values, rituals, and shared practices among employees. The aim of the present tionships between employees (Contreras et al., study is to explore the post-covid organizational 2020). Under these new working conditions, or-culture of public relations agencies in Greece. To-ganizational culture can be weakened (Chatman wards this end the following research questions and Gino, 2020) or transformed as new digital will be addressed: What are the main types of norms arise. Organizational culture has been de-organizational culture that emerged in public refined as the shared values, beliefs, assumptions, lations agencies in Greece as a response to the rituals, symbols, and practices of organizations Covid-19? How did public relations agencies try (Schein, 2004). Thus, in a remote working situ-to communicate their organizational cultures to ation, the shared aspect of culture can be jeopar-their employees and other stakeholders during dized (Ranghuram, 2021) if not communicated the pandemic? What engagement practices were effectively. utilized by agencies (e.g., employees, customers) during the lockdowns? What are the perceived Methodology benefits or disadvantages of remote working for To answer the research questions an online survey public relations executives? How leadership was will be conducted directed to executives working exercised in virtual teams? and whether remote in public relations agencies in Greece. Open-end-work is here to stay, replacing face-to-face meet-ed as well as close-ended questions will be used ings with employees or customers? regarding the types of culture that exist or the Literature review new forms that arose; the practices and channels for communicating organizational culture; the While teleworking was not a new practice for stakeholder engagement tactics; the leadership public relations professionals, Covid-19 caused style in virtual teams; as well as the benefits and agencies to urgently switch almost all their ac-challenges associated with remote working. 4 ABSTRACTS 135 Results and conclusions Raghuram, S. (2021), “Remote Work Implica- tions for Organisational Culture”, Kumar, P., Due to the characteristics of the public relations Agrawal, A. and Budhwar, P. (Ed.) Work from industry in Greece that is comprised of small- Home: Multi-level Perspectives on the New sized agencies, it is suggested a clan culture will Normal, Emerald Publishing Limited, Bingley, be favored after the occurrence of Covid-19 due pp. 147-163. to its flexibility and internal focus. Moreover, it is expected that hybrid modes of communication Schein, E. (2004), Organizational culture and practices and channels (online as well as offline) leadership, 3rd ed (San Francisco, CA: Jossey-will be utilized by agencies given that the public Bass). relations industry in Greece is still dominated by Keywords: organizational culture, public relations a clientelist approach that focuses on the culti-agencies, virtual leadership, remote working, com-vation of personal relationships with customers, munication practices, employee engagement. media, politicians, etc (Garcia, 2015). However, it is also expected that in a feminized public relations industry the “work-from-home” will be preferred along with a team leadership. Practical and social implications This present study will be among the first to map the changes in organizational culture, working, virtual leadership, and communication practices that the public relations industry in Greece has undergone due to the Covid-19 pandemic. Moreover, important managerial implications will be suggested for effective communication of organizational culture. References Chatman, J., & Gino, F. (2020). Don’t Let the Pandemic Sink Your Company Culture. Har-vard Business Review online. Available at https://hbr. org/2020/08/dontlet-the-pandem- ic-sink-your-company-culture. Contreras, F., Baykal, E., & Abid, G. (2020). E-leadership and teleworking in times of COVID-19 and beyond: what we know and where do we go. Frontiers in Psychology, 11, 3484. García, C. (2015). PR, clientelism and econom- ics: A comparison of Southern Europe and Latin America. Journal of Communication Man- agement, 19(2), 133-149. 4 ABSTRACTS 136 The Four Realms of Digital Visual Experience: A Theoretical Framework Valentini, Chiara, Jyväskylä University School of Business & Economics (Finland) Mutarelli, Grazia, IULM University (Italy) Communication management has long claimed applies agile design processes and mines digi- responsibility for stakeholder relationships and tal connectivity to deliver robust business intel-enshrined the function as part of the defini-ligence tools and an intimate understanding of tional identity for practitioners and academics. the stakeholder journey. During an era of unprecedented digital transformation and shrinking stakeholder proximity, Literature Review the author interviewed c-suite executives at ten Broadly examining the landscape of organiza-publicly traded companies operating in Canada tional transformation in the 21st century, Holtz to explore the role for strategic communication/ (2002), Castells (2000) and Hax (2010) high- public relations in the growing field of experi-light how social and digital ecosystems are al- ence delivery. tering how stakeholders interact with brands These conversations were augmented by ten in- and are shifting business strategies from product differentiation to service experience. In order terviews with experience management (XM) to explore shifting priorities of senior leaders, experts and practitioners – those who monitor communication management as a strategic func- employee, customer, product and brand percep- tion is explored in literature. Mcnamara (2015) tions using predictive behavior data – to give evidenced a long history of difficulty measuring the organization a robust understanding of all and evaluating (M&E) programs and respon-relationships impacting business performance. sibilities for communication practitioners and academics. Supporting this finding Huang and Underscored by an integrative literature review, Zhang (2013) thoroughly critique organiza-the applicability of communication management tion-public relationship measurement scales to is examined through communication, organi- similarly find outcomes are elusive. The major zation-public relationships (OPR) and brand/ communication activities such as the tactic of image reputation activities. However, communi-communicating (Hutton, 1999; Macnamara, cation management continues to struggle with 2018; van Ruler, 2018), organization-public delivering measurement and evaluation (M&E) relationships (OPR) (Bruning & Ledingham, for their programs and responsibilities. Mean-2000; Hon & Grunig, 1999; Finne and Grön- while, organizations have increased their appe- roos, 2009; Macnamara, 2015) and image/ tite for actionable insights that will cause behav-reputation monitoring through crisis and issues ior change in important relationships. Meeting management (Bunting & Lipski, 2000; Coombs this expectation, Experience management (XM) & Holladay, 2005; Gotsi & Wilson, 2001; Mac- 4 ABSTRACTS 137 namara, 2020; murray & White, 2005) are giv-er insights found: strategic communicators could en as context for the role of communication play a role in determining the mission of analyt-practitioners in organizations. In contrast, the ics and data collection as ethical advisors; letting new field of experience delivery (Macik, 2017) go of managerial ownership with stakeholder re- is explored through computer sciences literature lationships; find influence with chief technology including the Internet of Things (IoT) (Amodu and strategy officers; overwrite traditional com-et al., 2019) and human to computer connectiv- munication plans to incorporate design-thinking ity (Fletcher, 2015) showing that senior leaders principles of empathy and feedback loops; and are looking for analytics to identify gaps in the finally, improving data and analytics fluency as it perception that stakeholders have of a brand/ relates to experience delivery. organization (Grannan & Geoffroy, 2016) and that indicate behavioral intention as well (Qual-The author submits that communication man- trics, 2021; Palmer, 2010). agement is poised for an upgrade. The modern practitioner should be “full-stack” much like that Methodology of a software developer who can solve custom- er-facing aspects of design and diagnose internal This is an exploratory, qualitative research study system-related issues as well. to introduce experience (XM) management into communication management literature. Practical and Social Implications The sample size consisted of twenty in-depth To ensure relevance after digital transforma-interviews: ten senior leaders who had author- tion, communication management must find a ity in operational and strategic decisions and place for communication, crisis and issues man-ten experts and practitioners in the experience agement as well as reputation activities within delivery ecosystem at publicly traded compa-the agile, cross-functional ecosystem of today’s nies operating in Canada and undergoing digital modern, data-informed organizations who are transformation. Three broad interview questions using experience delivery models. discussed experience delivery, stakeholder relationship management and strategic communica- The findings are instructive for professionals tion activities. The qualitative synthesis focused performing communication activities and re-on words, descriptions, concepts, perceptions searchers studying them, as well as institutions and sentiments expressed by participants. Narra-offering academic study in strategic communica- tive analysis revealed mindsets and perspectives tion and public relations. of interview participants while thematic analysis revealed similarities and differences that could Keywords: public relations theory, communication be grouped together for deeper interpretations. theory, experience management, relationship management, organization-public relationships Results and conclusions The results of this study are expected to be completed by March 2022 as part of a master’s thesis defence. Early analysis shows the activi-ty of communication, as message sending and message clarifying for strategic priorities, is the tactical function most needed at a program level and senior executive level in organizations. Oth- 4 ABSTRACTS 138 Employee satisfaction with internal communication in private companies during the first lockdown Vidaković, Ivona, Edward Bernays University College (Croatia) Dabo, Krešimir, Edward Bernays University College (Croatia) Gluvačević, Dejan, Edward Bernays University College (Croatia) Internal public relations, ie internal commu-special emphasis on organizational culture and nication, includes communication within the relations with employees and employee satis-organization that can flow from superiors to faction with internal communication during the employees, from employees to superiors and first lockdown. The period of the first lockdown between employees. Quality internal communi-in the Republic of Croatia includes March, April cation in times of crisis is the key to the com-and May 2020. For the purposes of this paper, pany’s survival in the future, so in March, April an anonymous questionnaire was conducted on and May 2020 many Croatian companies found a sample of 84 respondents. The questionnaire themselves in an uncertain situation where they sought to examine the satisfaction of respon-had to adapt internal communication and or- dents with internal communication and com- ganizational culture to new circumstances. The munication channels in their companies with an COVID-19 crisis hit the whole world in 2020, emphasis on organizational culture and relationand it is still inconceivable what and how many ships with employees during the first lockdown consequences it will leave behind. Its effects are in the Republic of Croatia. The results of the clearly visible in the day-to-day operations of survey indicated that respondents were satisfied most companies. In the most challenging period with the communication processes in their orga- during March, April and May 2020, companies nizations during the first lockdown, and that the had to show how they cope with the crisis and COVID-19 crisis did not significantly change how much they are ready for it in all aspects of the attitude of employees towards employers, their business and management. Why is employ-but the results showed that there is room for ee satisfaction with internal communication im-improvement in internal communication man- portant? The reason is very simple, satisfied and agement culture. motivated employees and successful communi- cation with internal stakeholders will create sat-Literature isfied customers, users and successful communi- Bahtijarević-Šiber, F., Borović, S., Buble, M., Ducation with all external stakeholders. janić, M., Kapustić, S. (1991). Organizacijska The subject of this paper is the internal com- teorija. Zagreb: Informator. munication of Croatian companies during the Baines, P., Egan, J., Jefkins, F. (2004). Public COVID-19 crisis and the first lockdown with Relations – Contemporary Issues and Tech- 4 ABSTRACTS 139 niques. Burlington: Elsevier. Milas, Z. (2011). Uvod u korporativnu komu- Bubić, A. (2020). Kako se nositi sa situaci-nikaciju - teorijski pristupi i organizacijski jom prouzrokovanom pandemijom koronavi- modeli. Zagreb: Novelti Millenium. rusne bolesti (COVID-19)? Psihološki aspekti Rupčić, N. (2015). Suvremeni menandžment kriznih situacija i savjeti za lakše nošenje s nji- – teorija i praksa. Rijeka: Ekonomski fakultet ma. Jastrebarsko: Naklada Slap. Sveučilišta u Rijeci. Crandall, W., Parnell, J., Spillan, J. (2014). Crisis Sikavica, P., Novak, M. (1999). Poslovna orga-Management int the New Strategy Landscape. nizacija. Zagreb: Informator. Thousand Oaks. London: Sage Publications. Tomić, Z. (2016). Odnosi s javnošću. Zagreb: Duraković, J. (2019). Poslovno komuniciranje u Synopsis. novomedijskom okruženju. Sarajevo: Univer- Tench, R., Yeomans, L. (2009). Otkrivanje odno- zitet u Sarajevu, Fakultet političkih nauka. sa s javnošću. Zagreb: Biblioteka Print. Fox, R. (2001). Poslovna komunikacija. Zagreb: Tkalac Verčić, A. (2015). Odnosi s javnošću. Hrvatska sveučilišna naklada. Zagreb: Hrvatska udruga za odnose s javnošću. Fearn-Banks, K. (2011). Crisis Communica- Weihrich, H., Koontz, H. (1994). Menadžment, tions: A Casebook Approach. New York: Rout- Deseto izdanje. Zagreb: MATE. lege. Žugaj, M., Cingula, M. (1992). Temelji Jugo, D. (2017). Menadžment kriznog komuni- organizacije. Varaždin: FOING. ciranja. Zagreb: Školska knjiga i Edward Ber- nays. Keywords: internal communication, lockdown, COVID-19 crisis, employees, organizational culture Karić, M. (2005). Ekonomika poduzeća. Osijek: Ekonomski fakultet u Osijeku. 4 ABSTRACTS 140 To Trust or Not to Trust: Consumer Perceptions of Brand Activism in Times of the Black Lives Matter Movement Wang, Yijing, Erasmus University Rotterdam (The Netherlands) Bouroncle, Linnéa, Erasmus University Rotterdam (The Netherlands) Introduction and purpose of the study Methodology The salience of socio-political issues on social An online survey was conducted (N=375). Par-media has led to increasing pressure on com- ticipants were recruited using a convenience panies to engage in corporate social advocacy sampling method through Amazon Mechanical (CSA), referring to them taking a stance on Turk. these issues (Austin et al., 2019; Edrington and Lee, 2018; Gaither et al., 2018). CSA may in-Results and conclusions clude taking actions such as contributing to a certain cause financially, creating advertising The results revealed that values-driven motives campaigns related to the issue, lobbying local and egoistic-driven motives were significant and state governments, making donations and predictors of consumer skepticism. However, engaging in philanthropic efforts known to the no significant impact of strategic-driven motives public, or using the company’s large platform and stakeholder-driven motives was discovered to raise awareness, for instance through social on consumer skepticism. In addition, consumer media (Waymer and Logan, 2021). Despite this skepticism was found to be a significant media- new phenomenon, the research on CSA is limit- tor of the relationship between egoistic-driven ed in literature, and CSA has often been classi-motives and brand equity. The results however fied as a subset of corporate social responsibility did not reveal any significant moderation effect rather than its own category of corporate action. of social issue involvement. This paper aims to understand to what extent perceived corporate motives of engaging in CSA Practical and social implications affect consumer skepticism and brand equity. We The findings imply that companies need to de-also examine whether a consumer’s social issue velop a good understanding of the consumers’ involvement moderates the proposed relation- attributions when engaging in CSA as the latter ship. can result in consumer skepticism and negative impact on brand equity. References Austin, L., Gaither, B. and Gaither, T. K. (2019) Corporate social advocacy as public interest 4 ABSTRACTS 141 communications: Exploring perceptions of corporate involvement in controversial so- cial-political issues. The Journal of Public Interest Communications 3(2). Edrington, C. L. S. and Lee, N. (2018) Tweet- ing a social movement: Black Lives Matter and its use of Twitter to share information, build community, and promote action. The Journal of Public Interest Communications 2(2): 289- 306. Gaither, B. M., Austin, L. and Collins, M. (2018) Examining the case of DICK’s Sporting Goods: Realignment of stakeholders through corpo- rate social advocacy. The Journal of Public In- terest Communications 2(2): 176-201. Waymer, D. and Logan, N. (2021) Corporate social advocacy as engagement: Nike’s social justice communication. Public Relations Re- view 47(1). Keywords: Corporate Social Advocacy, Black Lives Matter, Rebranding, Corporate Motives, Consumer Skepticism, Brand Equity 4 ABSTRACTS 142 Re-Framing Sustainability in a Pandemic. Understanding Sustainability Attitudes, Behaviors, Visions and Responsibilities for a Post-Covid Future Weder, Franzisca, The University of Queensland (Australia) Elmenreich, Wilfried, Alpen-Adria University of Klagenfurt (Austria) Hübner, Renate, Alpen-Adria University of Klagenfurt (Austria) Sposato, Robert, Alpen-Adria University of Klagenfurt (Austria) Mertl, Stefanie, Alpen-Adria University of Klagenfurt (Austria) There is no doubt that the Covid-19 pandemic kind of globalization and climate change-related means much more than a health challenge and transformation (reduction of fossil fuels, less air more than a potential economic catastrophe. It and car travel, shift to a meatless diet, some form is the beginning of a social change process and of basic income (Moriarty & Honnery, 2020; a test for our civilization on how we deal with Goffman, 2020). transformation. It is also time for asking for the moral principles that will guide transformation. With the study at hand, we aimed at understand- Our response as society as a whole, as collectives ing people’s visions for a “new normal” and what and communities, as institutions and individu-role sustainability as a moral principle might als will highlight our capability to deal with and play in this process of change and redefinition manage cultural and social change in the future. of “normal”. Staying at home and away from travelling, con- sumption, and playgrounds have changed our Theoretically, we first conceptualize how sus-behavior and lifestyle, with positive and negative tainability is defined and a sustainable future effects. It also changed our attitudes from pref-possibly envisioned by organizations and indi- erences to moral imperatives, from being driven viduals. Second, we introduce the concept of by conventions and habits to moral convictions moral agency to better understand how individ- and new perceptions of our very individual re- uals perceive their responsibility when it comes sponsibility in these societal transformation pro-to sustainable development and social transfor- cesses (Weder et al., 2021). During the first year mation processes – or how much they allocate of the pandemic, people did not only return to the responsibility to “others,” mainly political in-their local structures and developed a solidary stitutions, “the government,” but also corporates. “we-culture” (Zukunftsinstitut, 2020) and a new consumer sentiment (Kittel et al., 2020). With empirical data from a quantitative survey Much more, organizations sketching the future with complementary qualitative elements (n picture the future as the opportunity for a new = 264; 2020, Austria), we can not only show 4 ABSTRACTS 143 that people increasingly use sustainability as a The insights gained from the survey show that principle to evaluate their behavior (“during the people tend to use three narratives for the fu-Corona-restrictions, but I was also much more ture, which are related to a certain degree of sustainable because I didn’t travel”). Much more, morality, the perception of being a change agent, we can see that this is not necessarily related to and, therefore, the willingness to take responsi-the willingness or readiness to change and the bility as an individual: they range from rather commitment to keep the changed and more sus-fear- or concern-driven resignation (Type A), tainable practices in the future (taking agency to guilt-driven resilience (Type B) and to an for the future, feeling responsible). anger-driven, courageous responsibility (Type C). Limitations of the study and future research potential will be also presented and discussed at the conference. 4 ABSTRACTS 144 Development of an optimal reputation quantifier for the reboot of communication after Covid-19 Westermann, Arne, International School of Management (Germany) Homann, Reimund, IMWF Institute for Management and Economic Research (Germany) Forthmann, Jörg, Faktenkontor GmbH (Germany) Introduction and purpose of the study reputation of a company. The formula resulting from this reduction can then be used as an ‘op- To reorganize communication with internal and timal reputation quantifier’. external stakeholders after a drastic event such as a pandemic, and to check whether changes Literature review are necessary, a sound orientation is required. In this context, reputation measurement is be- The authors reviewed existing literature and coming increasingly important for companies, empirical research concerning different concepts because eruptive shifts in stakeholder perception of reputation, then consider especially the model may have occurred. This measurement of repu-developed by Charles J. Fombrun et al. (2000) tation as an important control variable for the and the functional dimensions (sustainability, communication management of companies is economic performance, employer performance, made more difficult by the digitalisation of com-products & services, management performance) munication on the internet – with significantly defined in this model, focusing primarily on re-increased speed and frequency of interaction as search dealing with the question of how far the well as with a greatly increased number of send-different dimensions interact and influence each ers. At the same time, this digitalised communi-other. Furthermore, the literature review identication makes it technically easier to be record-fied and discussed existing research analysing in ed and analysed, for example with the help of what way external events which are beyond the artificial intelligence. So far, there is no known control of the organisation, such as the corona-instrument with which the overall reputation of virus pandemic, can influence a reputation. a company can be precisely quantified when the Methodology reputation of partial aspects is known. The aim of this study, therefore, is to find a quantification The authors combined two data sources for their mechanism with which the reputation of a com-research: market research data was used for the pany can be precisely calculated. The basic ap-long-term adjustment of the optimal reputation proach is to apply a dimensional reduction pro- quantifier. This was combined with social listen-cedure to a set of known reputation dimensions ing data for the short-term adjustment of the to obtain a single value representing the overall reputation measurement. Social listening collects 4 ABSTRACTS 145 data via the analysis of internet sources with re-Literature spect to statements concerning the different reputation dimensions. These statements are then Fombrun, C.J., Gardberg, N.A., Sever, J.M. analysed with the help of artificial intelligence, (2000), The reputation quotient: a multi-stake-i.e. with specially trained algorithms which can holder measure of corporate reputation. Jour-identify and categorise the linguistic content of nal of Brand Management, vol.7, no.4, p.241-written statements. 255. Westermann, A., Forthmann, J. (2020), Social Results and conclusions listening: a potential game changer in rep- The data show that due to the high correlation utation management. How big data analysis of the different reputation dimensions in relation can contribute to understanding stakeholders’ to one another, the basic idea of using a process views on organizations, in: Corporate Com-of dimensional reduction to achieve a quantifi- munications: An International Journal, DOI cation for an overall reputation works basically 10.1108/CCIJ-01-2020-0028. well. The results of the dimensional reduction Keywords: reputation management, interaction of further imply that although each reputation di-reputation dimensions, social listening, big data mension does have a significant influence on a total reputation, the strengths of the individual influences differ. The interaction of the reputation dimensions is likely to vary from industry to industry and possibly from company to company; this study explores the general approach. Practical and social implications Nevertheless, the study is suitable for providing cross-sectoral orientation as to which reputation dimensions deserve greater attention in order to improve corporate reputation in a targeted manner. Two levers are relevant here: In which reputation dimension is the company strong or should it strengthen itself? In which reputation dimension should communication be intensified to influence the public’s perception? With this approach, it is possible to put external communication to the test and – in terms of corporate reputation – to optimise it. Chang-es in the reputation quantifier, for example because of a pandemic, can also be recorded in a structured manner and transferred into modified communication accordingly. 4 ABSTRACTS 146 Corporate Philantropic Behavior and The Construction of Public Affective Trust. Shopping Spree After Hongxing ERKE Group’s Donation for the 2021 Henan Floods in China Wu, Jing, University of Ljubljana (Slovenia) Gao, Hao, Nanjing Normal University (China) Wang, Wendi, Nanjing Normal University (China) Li, Lina, Shanghai Normal University (China) Introduction and purpose Literature review The 2021 Henan Floods in China have triggered Trust contains two major forms in social scienc-a wave of public donations among Chinese en- es: cognition-based trust and affectbased trust terprises. In July 2021, Hongxing ERKE Group (McAllister, 1995). Affective trust is the confi- (ERKE), a Chinese domestic trendy sports dence one places in another and the willingness brand, donated CNY 50 million in materials for to open up to another, including the dimensions disaster relief, even facing its poor business per-of integrity and dependability (Hon & Grunig, formance. Then, topics related to ERKE rushed 1999). ERKE’s philanthropy awakens public af- to the trending topic and became the hot search. fective trust and support. However, researchers Securities Times reported that relevant public have found that crowd-sourced CSR does not opinions reached 39,684 posts one week af-always produce positive results. The CSR will ter the ERKE donation, with 75% positive and create positive outcomes when the company 24% negative emotions. Also, ERKE’s donation has established positive feelings or trust and the has set off ‘crazy consumption’ that consumers public infers that the behaviors are consistent spontaneously rushed into the online and offline with motives (Rim, Park & Song, 2018). stores to buy products crazily. Methodology As a typical case of earning public affective trust We collected data from the official Weibo ac-with corporate social responsibility (CSR), this count of ERKE and conducted a content analysis study will explore the public opinions about the with the comments left on ERKE’s posts. ERKE’s donation and how ERKE gained pub- lic trust, solidarity, and support with its philanthropic behavior from the perspective of emo- tions. 4 ABSTRACTS 147 Results and conclusions ERKE still donated even with a business dilem- ma. The charity behavior is also in line with the According to the content analysis of their com-Chinese traditional cultural values of “help those ments on ERKE’s posts, the study revealed Wei-in distress,” “ help people for happiness,” and bo users’ strong solidarity and support for ERKE, “uphold virtues and kindness,” gaining wide- mainly including affective support and behavior-spread public affective recognition and empathy. al support. Affective support takes the domain The public affective and behavioral support to and involves three types of performance: public ERKE reflected that the public migrates their af-expression of positive feelings and attitudes such fective identification to the company and brand. as recognition, love, support, and trust; affective Also, the public satisfies their own patriotic and empathy and sympathy for ERKE’s philanthro-social feelings through supporting ERKE. The py; and defense and support for ERKE through common affective connection is further diffused a crusade against its ‘opponents.’ Behavioral sup-and sublimated through the communication be- port in this case contains three types of behav-tween social media users and the enterprise, pre-iors: expressing purchase intentions; providing senting new features of constructing public trust consultation and suggestions on the products; with corporate philanthropic behavior on social and call for rational consumption to support media. ERKE. Limitations There is a certain limitation of this study that evaluating public opinion only from social media users’ comments but still provides a perspective for public affective trust research. Keywords: CSR; corporate philanthropic behavior; public affective trust; social media users 4 ABSTRACTS 148 How does the motivation of watching live streaming commerce affect online purchase intention? Wu, Shih-Chia, The Chinese University of Hong Kong (Hong Kong, SAR China) Luk, Wing Hei, The Chinese University of Hong Kong (Hong Kong, SAR China) Introduction and Purpose of the Study portion selling groceries (53.8%) in Hong Kong, is the targeted platform for this study. Live streaming from various social media net- works offers users news, production informa-Literature Review tion, entertainment, and shopping functions. Live streaming commerce has become an upris- Live streaming commerce is defined as a subset ing trend with the utilization of live streaming of e-commerce embedded with real-time social for commercial purposes (Wongkitrungrueng et interaction, including real-time video and text-al., 2021; Cai & Wohn, 2019; Hamilton et al., based chat (Wongkitrungrueng et al., 2021; Cai 2014), commonly seen selling apparel, fashion, & Wohn, 2019; Hamilton et al., 2014). It is pre-beauty, food, consumer electronics, furnishing, dicted that people are motivated to watch live home décor, and automobiles (Mckinsey Digital, streaming commerce by the perceived function- 2021). Originated from China, live streaming al value (capacity for functional, utilitarian, or commerce has been expanding rapidly and ad-physical performance), epistemic value (capacity opted by dominant e-commerce platforms such to arouse curiosity, provide novelty, and satisfy as Amazon and Taobao, to enhance customer a desire for knowledge), and conditional value engagement and boost revenue. Live stream- (specific situation facing the choice maker), and ing commerce provides product demonstration, the values are positively related to online pur-product information, and excitement to consum- chase intention. In addition, under the theory of uses and gratifications, the gratifications of ers (Wongkitrungrueng et al., 2021). social interaction, enjoyment, and pass time, are This study adopted both the consumption val-also expected to be the motivations for people to ue theory that has not been widely discussed in watch live streaming commerce, and positively the context of live streaming commerce, and the affect people’s purchase intention online. uses and gratifications theory, to investigate the Methodology motivations of people watching live streaming commerce and the motivations’ relationship with Online quantitative survey using the snow-online grocery purchase intention. HKTVmall, a ball-sampling technique was adopted for the leading e-commerce platform with a huge pro-study and conducted from Nov 5 to Nov 19, 4 ABSTRACTS 149 2021. HKTVmall users were the targets. Only significant reasons affecting purchase intention the respondents who had watched live stream-online. ing in HKTVmall before were appropriate. 149 questionnaires out of the total of 257 ques-As the enjoyment perceived by live streaming tionnaires collected were valid for analysis. The has the most strong and positive influence on qualitative data were analysed using IBM SPSS. purchase intention online. While even the con- sumption values did not directly affect consum- Results & Conclusion ers’ online purchase intention, they are proven motivations for people to watch live streaming All the consumption values: function val- on groceries or household goods. These imply ue (Mean= 3.54, SD= 0.68), epistemic value the feasibility of taking a content-based approach (Mean= 3.65, SD= 0.68), conditional value when performing live streaming commerce, (Mean= 3.66, SD= 0.96), are regarded to be the which includes product-related and non-prod- motivations to watch live streaming. In regards uct-related content, to arouse consumers’ inter-to the gratifications, only enjoyment (Mean= est and possibly increase their purchase inten- 3.35, SD= 0.83) is the motivation for people to tion online (Wongkitrungrueng et al., 2020). watch live streaming commerce, while social in- teraction (Mean=2.37, SD= 1.08), and passing Future studies can be expanded to other catego- time (Mean=2.71, SD= 0.11) are not. At the ries of online products for more understanding. bivariate level, all the factors are correlated with respondents’ purchase intention online. Howev-References er, from the regression model, only the gratifications of social interaction (coefficient = .209, Wongkitrungrueng, A., & Assarut, N. (2020). p ≤ .05) and enjoyment (coefficient = .457, p ≤ The role of live streaming in Building Con- .001), are proven to have a significant effect on sumer Trust and engagement with Social Com-online purchase intention. merce Sellers. Journal of Business Research, 117, 543–556. From the result, despite the consumption values Lu, B., & Chen, Z. (2021). Live streaming com-are proven to be the motivation for people to merce and consumers’ purchase intention: An watch live streaming commerce, still, it is unable uncertainty reduction perspective. Information to predict consumers’ online grocery purchase & Management, 58(7), 103509. intention in the context of live streaming com- merce. In terms of the effect on purchase in-Keywords: live streaming commerce, uses and grat-tention online, social interaction and enjoyment ifications theory, consumption value theory, online are proven to have a significant effect on online purchase intention groceries purchase intention. Theoretical and Practical Implications The results imply that people still regard live streaming commerce as media products, that they are searching for enjoyment and social interaction from consuming live streaming commerce, treating and selecting live streaming commerce more as a media when coming to consumption choice-making, hence making the gratifications 4 ABSTRACTS 150 A study of Memes, Conformity and Watching Intention: Squid Game as an example Wu, Shih-Chia, The Chinese University of Hong Kong (Hong Kong, SAR China) Chiu, Tsz Yan, The Chinese University of Hong Kong (Hong Kong, SAR China) Introduction and purpose of the study ity/humor (people tend to share positive content online), whimsical Content/participation (people According to Shifman (2014), meme has become reproduce the content and share), evoking emo- an important element in internet culture and has tions (stories that evokes more positive emotions been defined as a form of digital content, such as would be shared more) and simplicity/language “me and the boys…,” “HACKERMAN,” etc., that is (content with simple meaning is easier to be generated by different users in the digital world. shared) (Shifman, 2014). In 2021, the Korean thriller series “Squid Game” had quickly become the most-watched TV series Conformity refers to consumers’ feedback, rating, on Netflix, with more than 142 million viewers purchase intention and behaviour will be affected during its first 28 days of launch (Nolan, 2021). by the group’s feedback, and they would use oth-Upon its launch on the streaming platform, the ers’ suggestions as reference to change themselves buzz around the plot continued non-stop and to fit the group expectation or get accepted by the therefore, a lot of memes were created, echoing group (Lascu & Zinkhan, 1999). The framework the series’ phenomenal spread around the globe of Theory of Planned Behaviour(TPB) developed through social media which have drawn our atten-by Ajzen (1991) is adopted in the study which in-tion to examine the relationship between meme cludes three constructs: Attitude, Perceived Con-and watching intention of Squid Game. Further- trol of Behaviour and Subjective Norms which can more, conformity, the bandwagon effect, and the be linked to Conformity. Uses & Gratifications Theory (U&G), would be relevant factors in attracting more people to watch U&G is a well-utilized framework in defining mo-Squid Game. tives behind the use of any given medium (Gan, 2017). With reference to the prior research, six The aim of this study is to find out the relationship U&G factors are selected in order to create a re-among meme, conformity, U&G and watching in-lationship study on watching intention of Squid tention. Game, which includes: Exposure, Social Sharing, Entertainment, Information Seeking, Escape and Literature review Affection (Gan, 2017). Meme includes 4 key viral elements, i.e., positiv- 4 ABSTRACTS 151 Methodology Practical and theoretical implications Two runs of data collection were carried out with As shown in the findings, conformity and U&G the general public in Hong Kong, during the pe- are both positively related to consumers’ watching riod of 24th to 27th November 2021 and 1st to intention, which implies that both collective and 3rd December 2021 respectively. A total of 226 individual factors would stimulate the audience’s adults have participated, with 71 adults joining in intention to consume cultural products. Furthe second run of study. Participants had watched thermore, the predictive power of conformity is Squid Game the TV series and seen memes on stronger than factors of U&G, which suggests that their social media. Data collection was carried out streaming platforms and production companies by snowball sampling through internet. A five-could concentrate on manufacturing the trend at point Likert the collective level and not forget to create chances for the audience to feel entertained, to be exposed Scale was adopted for respondents to evaluate the to the cultural product, to share with family and different measures of our research models where friends, to be escaped from reality, to get access to Extremely Disagree = one and Extremely Agree = much more information and to fulfill the affective five. Data analysis with Pearson Correlation was demands. computed in SPSS to assess the relationship be- tween the variables of this study. The findings also show that meme does not explain the change in consumers’ watching intention. One Results and conclusion of the possible explanations is that most memes The results of statistical analysis indicate that there are created after the release of the TV series, with is a weak correlation between Meme and Watching content that is closely related to TV series’ plots. intention. Specifically, among four meme virality This characteristic makes it difficult for consumers factors, Evoking Emotions has the most powerful to understand and be attracted by memes if they impacts (R = .314, p = .001), followed by Partic-haven’t watched the TV series. Consumers tend ipation (R = .259, p = .007) and Positivity (R = to participate in spreading memes only after they .208, p = .032). Simplicity, as one of meme virality have watched the TV series, rather than watching factors, is not found having significant relationship this cultural product with the aim to understand with Watching intention (R = .087, p = .372). In memes. This finding suggests that it is necessary testing the relationship between Conformity and for streaming platforms and production compa-Watching intention, both two variables, Attribunies to create memes that are understandable to tions about group behavior (β = .624, p < .001) consumers. and Informational influence (β = .581, p < .001), References have positive impact on Watching intention. Furthermore, U&G, which is measured by six factors Lascu, D. N., & Zinkhan, G. (1999). Consumer in this study, is tested as positively related with conformity: review applications for marketing Watching intention at a moderate level. In details, theory and practice. Journal of Marketing Theo-Entertainment is most predictive (r = .525, p < ry and Practice, 7(3), 1-12 .001), followed by Exposure (r = .507, p < .001), Shifman, L. (2014). Memes in Digital Culture. Social Sharing (r = .505, p < .001), Escape (r = Cambridge, Massachusetts: The MIT Press. .459, p < .001), Information Seeking (r = .410, p = .002) and Affection (r = .290, p = .03). Keywords: meme(s), conformity, Uses & Gratifications theory, watching intention 4 ABSTRACTS 152 The state of internal communication in Latin America: An international Delphi Yue, Cen April, University of Connecticut (USA) Thelen, Patrick D., San Diego State University (USA) Introduction and purpose of the study: cation, and the state of internal communication practice. Internal communication is a fast-growing specialization in public relations and communication Literature review management that has emerged as a critical func- tion for organizations (Tkalac Verčič et al., 2012). Latin America, comprising 20 countries and one Not surprisingly, the amount of internal commu- territory, accounts for 64% of the population of nication research has flourished during the past the Western Hemisphere and 8% of the global decade, and scholars have examined the role that population (Statista, 2021). Despite its cultur-internal communication plays in employee be- al diversity and growing political and economic haviors, leadership, organizational culture, orga-force, public relations scholars have not exten-nizational crises, reputation, and employee social sively explored this region (Molleda et al., 2017; media communication. Despite the increasing lit-Thelen, 2021). A quantitative content analysis erature, researchers have recognized the need to examining 223 internal communication articles increase the documentation and the perspectives published in public relations and communication of public relations and internal communication in journals between 1970 and 2019 found that none underrepresented regions (Molleda et al., 2017). of the articles focused on Latin American coun- Latin America is the least researched region glob-tries (Lee & Yue, 2020). This reality prompted ally, and there is a strong need to further explore us to explore internal communication within this how internal communication is practiced and unregion. derstood in this region (Thelen, 2021). Given the lack of research on internal commu- To fill in the research gap and diversify the body nication in Latin America and the importance of of knowledge in internal communication, the enriching and diversifying our existing body of current study aimed to explore internal com-knowledge that is U.S. and European centered, munication in Latin America, specifically how the current study explored four overarching re-seasoned internal communication practitioners search questions: (1) How is internal communi-understand and practice internal communication cation defined and understood by practitioners in Latin America. We provided answers that tap in Latin America? (2) What are the skills and into different aspects of Latin American internal knowledge needed in internal communication communication practice, including how internal practice in Latin America? (3) What is the val- communication is defined and understood, the ue of internal communication? (4) What is the skills and knowledge needed in internal commu- state of internal communication practice in Latin nication practice, the value of internal communi-America? 4 ABSTRACTS 153 Methodology communication. They also suggested that the in- fluence of internal communication has substan- Although there are several means to examine tially increased within the past decade. Neverthe-the unchartered territory in internal communi- less, one of their main challenges is to position cation, the current study used the Delphi tech-themselves as strategic partners and to be seen as nique. This method gathers data from selected a critical area for organizational growth, employ-individuals within their domain of expertise via ee retention, and innovation. an iterative process that continues until there is some degree of consensus among participants or Practical and social implications until researchers believe that no extra rounds of questions will provide new insights (Wakefield & This study impacts the profession in several ways. Watson, 2014). Twenty internal communication First, it analyzes the specific knowledge and skills experts from Latin America with at least ten years that practitioners need to be successful in their of experience completed the first and the second careers. Second, it highlights how internal com-round of the data collection from September to munication practitioners currently measure the November 2021. The participants were from Ar- impact of their efforts and addresses the major gentina (n = 4), Chile (n = 4), Colombia (n = challenges they encounter in measurement and 3), Guatemala (n = 2), Mexico (n = 1), Panama evaluation. Third, the study provides insights (n = 1), Peru (n = 3), Uruguay (n = 1), and regarding the future direction of the practice in Venezuela (n = 1). Latin America. Results and conclusions Keywords: internal communication, public relations, Latin America, Delphi study Participants agreed that formal internal commu- nication encompasses (1) top-down, bottom-up, and diagonal information, (2) communication between team members, (3) communication between members of a specific project, and (4) communication of messages between an organi- zation and all of its members. Regarding the primary role of internal communication, the findings suggested that the function should manage information, facilitate relationships within an organization, and ensure that employees are connected to their organization’s mission, vision, and values. In addition to understanding internal communication and its role within an organization, all participants agreed that practitioners should be knowledgeable about organizational culture and crisis communication. It is noteworthy that skills like listening, empathy, and interpersonal communication were underscored by the participants. Latin American practitioners have a mature un- derstanding of the strategic value of internal 4 ABSTRACTS 154 Should we follow this advice? Introducing and testing a framework for assessing quality in communication consulting Zerfass, Ansgar, Leipzig University (Germany) Verčič, Dejan, University of Ljubljana and Herman & Partners (Slovenia) Ziegele, Daniel, Leipzig University (Germany) Introduction and purpose of the study the CMS III Communications Management Standard used by communication consultancies Communication leaders in organizations of any associations like ICCO, PRCA, GPRA, etc.) are kind have to tackle several challenges at the limited to managing agency business and cam-same time. Right now, they need to find new ways of engaging with stakeholders in a rapidly paigns, but do not cover consulting processes changing economic and political landscape with (ICCO, 2022). a wide range of innovate media channels and in- It is therefore quite important to develop a com-struments. They also need to future-proof their prehensive understanding of the quality of con-functions and departments: Objectives, services, sulting. This will help clients assess the relevance operations, and resources must be regularly reviewed and optimized to ensure efficiency and of advice and whether to follow it, consultants effectiveness. focus their services on the most important as- pects, and both parties develop measures to en- This increases the need for external help from hance their interaction. consultants. Communication consulting can be defined as the process by which consultants help or The aim of the study is to close this gap by enable organizations to solve challenges related developing a comprehensive conceptual quality to their communication activities and/or their model for communication consulting on a concep-structures and processes for communication. A tual level and by using this model to empirically look into practice shows that the need for ex-research how consultants and clients evaluate key ternal consulting and the range of available con-quality dimensions in practice with three research sulting services is increasing. The communica-questions: tion consulting industry is becoming more and more diversified and complex. Many consultants • RQ1: How can quality be defined and sys- claim to be competent and trustworthy advisers tematized in the communication consulting for multiple challenges ranging from designing process? creative campaigns to introducing digital tools • RQ2: At what stage of the consulting process or agile ways of working. However, these claims do conflicts most often occur? are hard to substantiate or evaluate. Existing • RQ3: What is important to secure the quality certification procedures in the profession (e.g., of communication consulting? 4 ABSTRACTS 155 Literature review An interdisciplinary literature review was con- ducted to develop a comprehensive quality mod- el for communication consulting. Interesting-ly, consulting is hardly the subject of scientific studies in communication management research. This also applies to quality of communication consulting. The few studies and articles identified either deal with individual aspects of the consulting process (e.g., the requirements for a high-quality briefing) or take a one-sided view Figure 1. A comprehensive model for communi-of the topic (e.g., from the client’s point of view, cation consulting quality. without including the consultant’s perspective). A comprehensive model does not yet exist. Empirical study However, a number of quality models from The newly developed framework will be tested management, health care, or education research in a quantitative survey of practitioners work- (e.g., Donabedian, 1980; Schiersmann & Weber, ing in communication departments of for-prof-2017) were identified and combined with exist- it, non-profit, and governmental organizations ing knowledge from the field of communication (clients) and in agencies, consulting firms, or management to construct a novel, comprehen-as freelance consultants (consultants) across sive model for communication consulting qual-Europe. To answer the research questions, the ity (see figure). The model maps the consulting model was operationalized based on the findings process from input to output and outcome, tak-of the literature review. For example, in order to ing into account the interaction between con-identify quality conflicts and measures to lever-sultants and clients at each stage of the process. age quality, the input–throughput–output–out- The overall quality can be assessed and secured come dimensions and the relationship level were on two different and intertwined levels: A func-operationalized on the basis of two items each. tional level and a relationship level. The indi-Respondents are asked to assess the importance vidual components can be further broken down on a 5-point Likert scale. The study has been into quality attributes such as the consultant’s pre-tested. Data collection takes place in Febru-industry knowledge in the domain of ‘structures, ary and March 2022. A sample size of n > 1,000 processes and people’ or a sound briefing at the is expected. Results cannot be reported yet, but beginning of the ‘realization’ phase of consulting will be shown at the conference. activities. Practical and social implications The comprehensive model of communication consulting quality developed in this study offers a variety of starting points for further research. The model can be used to examine the quali- ty of consulting from the perspective of clients and consultants in order to find out what is particularly important for each actor involved. Approaches to ensure this quality can be explored 4 ABSTRACTS 156 in detail. A practical added value is that clients and consultants will be enabled to review their processes. The model and its findings could also serve as a blueprint for the development of quality standards for communication consulting that could be integrated into existing certification procedures in the industry. Keywords: Communication consulting – quality model – client-consultant relationship – consulting process 4 ABSTRACTS 157 Virtual stakeholder dialogues: Challenges and opportunities of moving face-to-face formats to online environments Ziegele, Daniel, Leipzig University (Germany) Kurtze, Hannah, Leipzig University (Germany) Zerfass, Ansgar, Leipzig University (Germany) Introduction and purpose of the study Nevertheless, it is important to continue interacting with all types of stakeholders, especially The global pandemic has affected the relation-in times of social division in many societies. This ships between companies and their stakeholders raises the questions of whether and how stake- in many ways. Most communications profession- holder dialogs can be virtualized, what experi- als have found it comparatively easy to shift in-ences of pioneers can be identified in corporate teractions with employees, consumers, investors practice, and what factors should be considered or journalists to online formats – although the when introducing virtual stakeholder dialogues learning curve has often been hard and steep for as a new format of corporate communication. all involved. The research questions of the study are therefore: At the same time, it has been much more dif- • RQ1: What are the advantages and disadvan- ficult than in the past to build or maintain re-tages of virtual stakeholder dialogues com-lationships with stakeholders who are neither pared to face-to-face settings? bound by self-interest nor formally connected • RQ2: What factors must be taken into ac-to organizations. Many companies, especially in count for the successful implementation of much-criticized industries (energy, fashion, food, virtual stakeholder dialogues? infrastructure, etc.), have long conducted stakeholder dialogues as closed and in-person plat- Literature review forms to engage with activists, local communi- ties, policymakers, researchers, and other critical Through an interdisciplinary literature review stakeholders or opinion leaders. Typical goals are on stakeholder dialogues, four research directions to understand different perspectives, build per-could be identified. They can be conceptualized sonal relationships and trust, and identify com-a) as a specific form of events, b) as instruments mon ground without having to play by the rules in the field of corporate social responsibility of the mass media. Most stakeholder dialogues (CSR), c) from a strategic perspective, and d) were canceled or postponed during the pandem- from a consensus-oriented perspective. However, ic. Conducting them virtually was seen as diffi-it is not appropriate to speak of clearly defined cult at first glance because of the importance of perspectives, as the levels of abstraction in the lit-personal exchanges, confidentiality, authenticity, erature vary. There is little explanatory potential and informality. for multi-layered topics and settings. 4 ABSTRACTS 158 This is also true for virtualization as a trend in Results and conclusions corporate communications. The conceptual un- derstanding of what virtual means varies widely. The study identified and systematized the small In this study, “virtual” is used in the sense of a) body of practical knowledge about virtual stake-geographically separated, b) technology mediat- holder dialogues. Advantages and disadvantag- ed, c) structurally dynamic, or d) nationally di-es of the format can be illustrated in a SWOT verse. matrix. The strengths (e.g., low participation requirements) point to clear advantages of virtual By combining both strands of literature, the fol-over face-to-face settings, while the weaknesses lowing conceptual definition was developed: list clear disadvantages (e.g., less interaction). However, a majority of the identified features are Virtual stakeholder dialogues are symmetrically both opportunities and threats (e.g., technology designed, dialogue-oriented communication in-can make dialogues more engaging, efficient, and struments for face-to-face, confidential, and is-effective or lead to frustration due to technical sue-centered exchange between an organization problems) – these features unfold their poten- and critical stakeholders on problems of various tial depending on the situation and require sound origins, supported by digital technologies so that decisions and preparations by communication all or some of the participants are not located in professionals in charge of the formats. the same place. They take place primarily syn- chronously, although asynchronous elements are To realize the full potential of virtual stakehold-conceivable. The goal of the participants is mutu-er dialogues, several success factors were derived al understanding, whereby in each case strategic from the interviews: Alignment of the chosen considerations as well as collaborative problem format with strategy and goals, targeted use of solving and participation can form the founda-technology and optimal timing, knowledge of tion. participants’ needs and requirements, rigor- ous facilitation and moderation activation of all Empirical study stakeholders, demonstration of appreciation and respect as hosts, and respect for privacy and con-Since it was not possible to build on existing evi-fidentiality. dence, a qualitative design with expert interviews was chosen to explore the field. An interview Practical and social implications guide was developed from the literature review. The study shows that virtual stakeholder dia- It maps the key steps and drivers in planning and logues are an instrument that can offer numerous conducting stakeholder dialogues and addresses advantages for rediscovering the potential of cor-the opportunities, prerequisites and barriers to porate communications with external stakehold-virtualization in individual cases. Communica- ers. The illustration of strengths and weaknesses tion professionals in Germany with proven ex-as well as success factors provides guidance for perience in planning or conducting stakeholder practitioners who canceled face-to-face meetings dialogues were interviewed. The final sample (n with these stakeholders during the pandemic. = 39) consisted of 27 communications directors Engaging in dialogues on socially relevant top- from large international and national companies ics such as sustainability of products and critical and 12 managing directors from consulting firms infrastructure is always important – whether in specializing in this topic. All interviews were person or virtually. transcribed and analyzed using a grounded the- ory approach. 4 ABSTRACTS 159 Keywords: Virtuality; Stakeholder dialogue; Corporate communications; Corporate social responsibility; Business ethics when brought together by good food we are always in great company Good food leads to good conversation and the creation of good ideas. Good food brings about good moments that connect us. 7, 1000 Ljubljana That is why it is important for us to take the time and sit behind a 10 the same table. 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