Journal of Public Relations

Public Diplomacy and Nation Branding

Whitney Kelechi — Fri, 29 Mar 2024 00:00:00 +0300

Purpose: The general aim of the study was to explore public diplomacy and nation branding.

Methodology: The study adopted a desktop research methodology. Desk research refers to secondary data or that which can be collected without fieldwork. Desk research is basically involved in collecting data from existing resources hence it is often considered a low cost technique as compared to field research, as the main cost is involved in executive’s time, telephone charges and directories. Thus, the study relied on already published studies, reports and statistics. This secondary data was easily accessed through the online journals and library.

Findings: The findings reveal that there exists a contextual and methodological gap relating to public diplomacy and nation branding. Preliminary empirical review revealed that that public diplomacy plays a crucial role in shaping a nation's brand image and reputation globally. It emphasized the significance of innovative communication strategies, particularly in the digital age, to engage with international audiences effectively. The research highlighted the importance of coherence and coordination in public diplomacy efforts, advocating for a strategic and integrated approach across government agencies and stakeholders. Overall, the study underscored the complex interplay between public diplomacy and nation branding, emphasizing the need for continuous evaluation and adaptive strategies to promote national interests and identity on the global stage.

Unique Contribution to Theory, Practice and Policy: The Social Identity theory, Agenda Setting theory and Stakeholder theory may be used to anchor future studies on public diplomacy and nation branding. The study provided valuable recommendations that contributed to theory, practice, and policy in the fields of public diplomacy and nation branding. Through a comparative analysis of existing theories and empirical research, the study identified gaps and opportunities for theoretical development, encouraging scholars to adopt a holistic approach to theory-building. Practical recommendations were offered for public diplomacy practitioners and policymakers, emphasizing best practices and innovative strategies for enhancing nation branding efforts. Additionally, policy recommendations were provided for government officials, emphasizing the strategic importance of public diplomacy in advancing national interests and enhancing soft power. Overall, the study's recommendations helped shape more effective and impactful communication strategies, fostering constructive international relations and mutual understanding.

Employee Advocacy Programs in Public Relations

Anne Mutuzo — Fri, 29 Mar 2024 00:00:00 +0300

Purpose: The general aim of the study was to determine how the implementation of employee advocacy programs influences the effectiveness of employee advocacy programs in the context of public relations.

Findings: The findings reveal that there exists a contextual and methodological gap relating to employee advocacy programs in public relations. Preliminary empirical review revealed that that these initiatives played a significant role in shaping organizational culture, enhancing brand perception, and fostering stakeholder relationships. Through a comprehensive review of empirical research, it was found that employee advocacy positively influenced employee engagement, organizational reputation, consumer trust, and crisis management. Factors such as leadership support, clear communication, organizational culture, and employee training were identified as critical drivers of program success. Additionally, research highlighted the impact of advocacy programs on consumer trust and purchase intentions, emphasizing their strategic value in building brand credibility and loyalty. Future research is encouraged to explore emerging trends and best practices in employee advocacy.

Unique Contribution to Theory, Practice and Policy: The Social Identity, Social Exchange and Social Learning theories may be used to anchor future studies on employee advocacy programs in public relations. The study provided valuable recommendations that contributed to theory, practice, and policy in the field. It suggested further exploration of theoretical frameworks such as Social Identity Theory and Social Exchange Theory to better understand employee advocacy dynamics. Practitioners were advised to prioritize leadership support, authenticity, and transparency in advocacy efforts while investing in training and development programs for employees. Additionally, the study recommended the development of clear policies and metrics to guide and evaluate advocacy initiatives. Emphasis was placed on fostering a supportive organizational culture, promoting collaboration, and cross-functional integration to maximize the impact of employee advocacy programs.

Influence of Cultural Differences on Global PR Campaigns

Kingstone Mandela — Fri, 29 Mar 2024 00:00:00 +0300

Purpose: The aim of this study was to investigate how these cultural differences influence the strategies, messages, and implementation of global PR campaigns.

Findings: The findings reveal that there exists a contextual and methodological gap relating to cultural differences on global PR campaigns. Preliminary empirical review revealed that cultural sensitivity and adaptation are crucial for crafting effective PR strategies across diverse audiences worldwide. By analyzing various cultural dimensions, communication styles, and adaptation strategies, the study revealed the necessity of tailoring campaigns to meet the unique cultural preferences and values of target audiences. Furthermore, it highlighted the importance of cultural intelligence among PR practitioners in navigating global communication challenges successfully. The findings underscored the need for ongoing research, audience analysis, and training initiatives to inform and enhance PR campaign strategies. Overall, the study emphasized that embracing cultural diversity is essential for achieving communication objectives and positioning brands as credible and relatable in the global marketplace.

Unique Contribution to Theory, Practice and Policy: The Hofstede's Cultural Dimensions theory, Hall's High-Context vs. Low-Context Communication and Trompenaars and Hampden-Turner's Cultural Dimensions may be used to anchor future studies on cultural differences on global PR campaigns. The study provided valuable recommendations that contributed to theory, practice, and policy in the field of public relations. It suggested integrating cultural dimensions theories into PR campaign development, emphasizing the importance of conducting thorough cultural analyses and audience research, and promoting cross-cultural communication skills among PR professionals. These recommendations enhanced our understanding of the complex interplay between culture and PR practices, empowered PR practitioners to navigate cultural differences effectively, and informed policy development to foster a more ethical and inclusive PR industry globally.

Crisis Communication and Reputation Management in the Age of Fake News

Kelly Gasana — Fri, 29 Mar 2024 00:00:00 +0300

Purpose: This study sought to determine how different crisis communication approaches impact reputation management, particularly in the context of fake news.

Findings: The findings reveal that there exists a contextual and methodological gap relating to crisis communication and reputation management in the age of fake news. Preliminary empirical review revealed that that organizations needed to adapt their communication strategies to combat the challenges posed by misinformation. The research highlighted the pervasive impact of fake news on organizational reputation, emphasizing the importance of transparency, authenticity, and responsiveness in crisis communication. Leadership played a crucial role in guiding effective crisis responses, fostering trust, and demonstrating a commitment to ethical communication practices. Overall, the study provided valuable insights and recommendations for organizations to navigate crises fueled by fake news and safeguard their credibility in the digital age.

Unique Contribution to Theory, Practice and Policy: The Situational Crisis Communication Theory (SCCT), Agenda Setting theory and the Social Identity theory may be used to anchor future studies on crisis communication and reputation management. The study contributed significantly to theoretical understanding, practical application, and policy development. It enhanced existing theoretical frameworks such as Situational Crisis Communication Theory (SCCT), Agenda-Setting Theory, and Social Identity Theory by integrating considerations specific to managing crises exacerbated by fake news. The study provided valuable insights and recommendations for communication professionals, emphasizing proactive media monitoring, transparency, and leadership in guiding crisis communication efforts. Additionally, it informed policy interventions aimed at combating misinformation and promoting responsible communication practices. Overall, the study served as a valuable resource for stakeholders navigating the complexities of crisis communication and reputation management in the digital age.

Public Relations Strategies for Non-Profit Organizations

Elizabeth Kyalo — Fri, 29 Mar 2024 00:00:00 +0300

Purpose: This study aimed to examine how different public relations strategies affect the effectiveness of non-profit organizations' communication and relationships with their stakeholders.

Findings: The findings reveal that there exists a contextual and methodological gap relating to public relations strategies for non- profit organizations. The yielded valuable insights into the multifaceted landscape of non-profit PR. Through diverse empirical studies, it was found that effective PR strategies played a pivotal role in shaping organizational visibility, credibility, and impact. Key conclusions drawn from the research included the transformative potential of digital platforms in amplifying reach and mobilizing support, the importance of stakeholder engagement and strategic storytelling in fostering donor loyalty and conveying organizational impact, the critical role of transparency and proactive communication in navigating crises, and the significance of strategic partnerships in enhancing organizational capacity and impact. Overall, the findings underscored the importance of adopting a holistic and strategic approach to non-profit PR to achieve mission-driven objectives and effect positive change.

Unique Contribution to Theory, Practice and Policy: The Systems theory, Stakeholder theory and Diffusion of Innovation theory may be used to anchor future studies on public relations strategies for non- profit organizations. The study provided several key recommendations to enhance PR practices in the non-profit sector. It recommended that NPOs invest in advanced social media analytics tools, cultivate authentic donor relationships, develop robust crisis communication plans, seek out strategic corporate partnerships, engage in rigorous advocacy planning, invest in storytelling resources and training, and leverage digital advocacy tools. These recommendations aimed to improve PR effectiveness by emphasizing evidence-based decision-making, donor-centric approaches, proactive crisis management, strategic collaboration, and leveraging digital platforms for advocacy and storytelling. Through these recommendations, the study contributed to both theory and practice in the non-profit sector, offering actionable insights to enhance organizational communication strategies.