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"Fitzpatrick, Kathy R"
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Public diplomacy’s social turn: toward a new paradigm
Since Place Branding and Public Diplomacy launched two decades ago, much has changed in the world of public diplomacy. One striking shift is a “social turn” in how public diplomacy is talked about and, perhaps to a lesser extent, practiced. Noting that public diplomacy is becoming “less national,” Melissen (2011) observed that “national governments always have their own interests in mind but, when practicing public diplomacy, they increasingly emphasize common interests as well as global public goods” (p. 21). Others, too, see public diplomacy as becoming a more socially conscious, collaborative enterprise aimed at facilitating cooperation among states and people, solving shared problems and advancing common goals (Zaharna and Arsenault 2022; Fitzpatrick 2017; Zhang and Swartz 2009).
Journal Article
Public relations in the age of data: corporate perspectives on social media analytics (SMA)
PurposeThe aim of this study was to understand how public relations leaders view and use social media analytics (SMA) and the impact of SMA on the public relations function.Design/methodology/approachThe research involved in-depth interviews with chief communication officers (CCOs) from leading multinational corporate brands.FindingsThe findings revealed that although CCOs perceive social media analytics as strategically important to the advancement of public relations, the use of social media data is slowed by challenges associated with building SMA capacity.Theoretical and practical implications – The research extends public relations theory on public relations as a strategic management function and provides practical insights for building SMA capabilities.Originality/valueThe study is among the first to provide empirical evidence of how companies are using social media analytics to enhance public relations efforts.
Journal Article
The Future of U.S. Public Diplomacy
Public diplomacy has never been more important in international relations. Yet, public diplomacy's future as a valued national resource and a respected profession is far from certain. Lingering historical misperceptions and contemporary debate regarding public diplomacy's role and value in protecting and advancing national and international interests threaten public diplomacy's advancement on both fronts. Grounded in public relations theory and steeped in common sense, this book advances the global debate on public diplomacy's future by documenting the intellectual and practical development of public diplomacy in the United States and analyzing key challenges ahead. The author's fresh perspective provides compelling insights into public diplomacy's purpose and value, the conceptual foundations of the discipline, and principles of strategic practice. Based on extensive primary and secondary research, including a comprehensive survey of veteran U.S. public diplomats, the book reveals lessons learned from the U.S. experience in public diplomacy that will be critical in determining public diplomacy's fate in the United States and throughout the world.
eBook
C-suite perspectives on corporate diplomacy as a component of public diplomacy
This study explored the concept and practice of corporate diplomacy from the perspective of multinational corporate communication executives. It sought to assess corporate views on, and motivations for, engaging in diplomatic activities abroad and to gauge levels of interest among corporate leaders in participating in government-sponsored public diplomacy activities aimed at advancing national goals and interests. Semi-structured interviews with corporate communication executives revealed a lack of familiarity with the concept of corporate diplomacy and the types of activities corporate diplomacy might entail. While recognizing reciprocal impacts of company and country of origin images and reputations, communication officers, especially those representing corporations with the United States as the home country, expressed little interest in engaging in efforts to promote national culture and values among foreign publics, and they did not perceive an obligation to actively support government efforts in public diplomacy. Rather, corporate communication activities abroad are motivated primarily by economic self-interest perceived to be advanced through the creation of global—rather than national—corporate identities and brands and the development of supportive host-country operating environments. However, the interviews identified the potential for state and non-state corporate actors to work together through collaborations on issue-oriented diplomatic initiatives that serve common goals.
Journal Article
THE LEGAL CHALLENGE OF INTEGRATED MARKETING COMMUNICATION (IMC): Integrating Commercial and Political Speech
The application of First Amendment commercial speech doctrine to integrated marketing communication (IMC) demonstrates that the integration of public relations messages with advertising and marketing messages may dilute the constitutional protection afforded corporate speech. This analysis of U.S. Supreme Court precedents shows that by intermingling political expression with commercial expression, a corporation may expand the range of communication that may be defined and regulated as commercial speech. The additional review of a California Supreme Court case that redefined commercial speech to include public relations messages illustrates the potential for heightened regulation of integrated marketing communication.
Journal Article
Preparing Tomorrow’s Leaders
New journalism and mass communication curricula must prepare students to lead the media revolutions of the twenty-first century. Journalism, public relations, and advertising are being transformed by new media platforms and entrepreneurship, and these fields are now defined by rapid, radical change. Yet, the corresponding—and urgent—need to incorporate leadership education has not been widely articulated as a curricular priority. Leadership education would help students develop the knowledge and skills to lead dynamic industries and a leadership mind-set oriented to innovation. Leadership education would be especially beneficial for female students entering fields in which women are underrepresented in senior leadership.
Journal Article
Ethics in public relations : responsible advocacy
Ethics in Public Relations: Responsible Advocacy is the first book to identify universal principles of responsible advocacy in public relations. In this engaging book, editors Kathy Fitzpatrick and Carolyn Bronstein bring together prominent authorities in the field to address theoretic and practical issues that illustrate the broad scope and complexity of responsible advocacy in 21st-century public relations.
eBook
Searching for the “Ideal” Graduate Public Relations Curriculum
Is there an “ideal” curriculum for a public relations master's program housed in a traditional college of journalism and communications? A review of previous studies on graduate education in communication and public relations, interviews with public relations graduate students and industry professionals, and focus groups conducted with students and leading public relations educators suggest a need to balance curricular coverage of mass communication with public relations.
Journal Article
Searching for the \Ideal\ Graduate Public Relations Curriculum
Is there an \"ideal\" curriculum for a public relations master's program housed in a traditional college of journalism and communications? A review of previous studies on graduate education in communication and public relations, interviews with public relations graduate students and industry professionals, and focus groups conducted with students and leading public relations educators suggest a need to balance curricular coverage of mass communication with public relations. [PUBLICATION ABSTRACT]
Journal Article