Anne Gregory

Applying communication theories to the Internet

The Internet has brought about change in the way that public relations is practised. Not only has it provided another channel of communication, but the communication dynamic itself has changed because of the Internet’s unique combination of characteristics. Much public relations practice is still posited on dated theories of the system of communication along the linear lines of sender, channel, receiver (with feedback). The public relations professional is there to transmit a message with the purpose of persuading publics to the point of view being promulgated. There have been suggestions that a new model of communication is required in order to explain the Internet medium. This paper re‐examines three of the older communication systems models to establish whether there are elements within them that can be helpful in explaining the dynamics of Internet‐based communication. The authors use the three models, in turn, to examine this medium by focusing on the message sender, the channel itself and the user of the Internet. The conclusion is that together they can throw valuable light on Internet‐based communication and that there are lessons to be drawn from these models that are useful for the contemporary public relations practitioner.

Defining the gap between research and practice in public relations programme evaluation – towards a new research agenda

The current situation in public relations programme evaluation is neatly summarized by McCoy who commented that ‘probably the most common buzzwords in public relations in the last ten years have been evaluation and accountability’ (McCoy 2005, 3). This paper examines the academic and practitioner‐based literature and research on programme evaluation and it detects different priorities and approaches that may partly explain why the debate on acceptable and agreed evaluation methods continues. It analyses those differences and proposes a research agenda to bridge the gap and move the debate forward.

A development framework for Government communicators

Purpose – The purpose of this paper is to present a development framework for government communicators.Design/methodology/approach – This paper describes how a working group approached the project which involved examining extant training frameworks from communication professional bodies, academic literature and practitioner communities; undertaking extensive interviewing and data collection from departments and obtaining input from external organisations in order to devise an original, process‐driven model which embeds a strategic approach to communication. The paper also outlines the collaborative way in which the model was developed which included extensive input from government communicators at all levels of seniority, ongoing consultation and testing with potential users, private sector organisations and accrediting professional bodies.Findings – Following a review of government communications in 2004, the new permanent secretary for government communication has begun to implement a range of initiativ...

The ethics of engagement in the UK public sector: A case in point

Public consultation and engagement in public services has become increasingly important to UK governments. This has taken on greater significance for the Labour government as it releases increased funding into the public services. This paper provides a case study in stakeholder involvement in the development of the vision, values and goals of a new National Health Service Mental Health Trust. It does so within the context of the relationship model of public relations and the deontological ethical tradition. The case demonstrates how active stakeholder involvement can help formulate an effective mission and organisational structure which determine management priorities and organisational behaviour. It argues that the ethical motivation for such involvement is driven by a strong sense of duty and community rather than organisational advantage.

The state of the public relations profession in the UK: A review of the first decade of the twenty‐first century

Purpose – The purpose of this paper is to provide a status report on the development of the public relations profession in the UK in the first decade of the twenty‐first century. This is the most comprehensive review to date and its aim is to provide a definitive overview of developments and trends in the UK and the issues it faces.Design/methodology/approach – A review of three major surveys of the public relations profession taken at three points in the first decade of the twenty‐first century, along with six other reference reports, supplemented by appropriate literature.Findings – The report provides a perspective on the profession as a whole, the work and demographics of professionals and CEO views on the profession and the issues and opportunities facing it.Research limitations/implications – The main three research studies are based mainly on membership of the professional body in the UK and therefore could have a potential bias. The four research studies which includes CEO interviews have limited ...

Issues management: the case of Rhône‐Poulenc Agriculture

Recent research among the corporate communications and public affairs functions of a sample of major public corporations in the UK revealed that 95 per cent felt that issues were handled in a reactive and ad hoc manner. Examines a management and environmental study currently being conducted by Rhone‐Poulenc Agriculture Ltd. Demonstrates how public relations have been employed to help determine the future of the company and illustrates the function in its strategic management role. Illustrates how business analysis and planning models are used to inform the issues management process to ensure it is planned and effective.