Juan-Carlos Molleda

International Paradigms: the Latin American School of Public Relations

In November 2000, scholars and professionals officially introduced the Latin American School of Public Relations at the XXIII Congress of the Inter-American Confederation of Public Relations (CONFIARP) in Montevideo, Uruguay. This article summarizes this international paradigm, using presentations and publications available during and after the event and follow-up in-depth interviews conducted with scholars and professionals from eight South American countries (Argentina, Bolivia, Brazil, Chile, Colombia, Peru, Uruguay, Venezuela) and four Central American countries (Guatemala, Honduras, El Salvador, and Nicaragua). The focus of the school is on the social role of public relations: similar to the radical role identified by Grunig and White (1992). The public relations practitioner is seen as a change agent or the conscience of the organization as defined from a postmodern perspective by Holtzhausen (2000). The inclusion of the idea that organizations should integrate with society to build a community with common interests is similar to the communitarian approach introduced by Kruckeberg and Starck (1988) and Starck and Kruckeberg (2001). The social orientation of the Latin American School of Thought reflects a more active society that is experiencing political and economic transformations in an era of privatization, deregulation, increased social inequalities and market integration.

Balancing Public Relations with Socioeconomic and Political Environments in Transition: Comparative, Contextualized Research in Colombia, Mexico, and Venezuela

This comparative, contextualized research conducted between 2003 and 2004 summarizes and discusses the impact of the socioeconomic and political environments on the practice of public relations in Colombia, Mexico, and Venezuela. Sixty-one in-depth, semi-structured interviews were conducted with top-level professionals in the capital and main commercial cities in these three countries where the profession thrives but is also challenged. The main conclusion is that public relations professionals have a role to play in the transformation of countries toward globalized economies and more ethical participative, political systems in which everyone has a public platform to voice their interests and achieve full social development.

Cross-national conflict shifting: expanding a theory of global public relations management through quantitative content analysis

Cross-national conflict shifting was introduced to the public relations academic community by Molleda and Connolly-Ahern (2002). They derived this concept from German scholars of international management. Molleda and Quinn (2003, 2004) expanded the theory with a series of presuppositions, some of which this study tests through a content analysis of news coverage of a bribery scandal that occurred in the southern African nation of Lesotho, which diffused worldwide because of the transnational nature of the parties involved.

The Value of “Authenticity” in “Glocal” Strategic Communication: The New Juan Valdez Campaign

This case study describes the use of a glocal communication strategy to unveil a new Colombian coffee ambassador, Juan Valdez. The strategy is based on nation building and global branding, utilizing the influence of authenticity as a novel communication model. The purpose of the study is to underscore the dual-prong strategic communication campaign used to boost morale among Colombian coffee growers and solidify the coffee culture domestically, while simultaneously revitalizing Colombias leading national brand externally in the global market. This study uses a case study methodology, including in-depth interview and text analysis. The examination of this unique phenomenon requires a multidisciplinary perspective: brand authenticity, nation building, country of origin effect, and global brand building. Authenticity is at the core, which appears to make the character as well as the glocal strategies effective. This case and its theoretical framework provide evidence of the interdependence of the domestic and global marketspace.

Public Relations Roles in Brazil: Hierarchy Eclipses Gender Differences

This study adds to the theoretical base of knowledge about global public relations by describing the prevalence of the different social roles of Brazilian public relations professionals. Four social role constructs were validated: (1) Ethics and Social Responsibility, (2) Employee Well-Being, (3) Community Well-Being, and (4) Government Harmony. Gender and hierarchy differences were observed. Women were more likely than men to perform the Employee Well-Being role and less likely to perform the other 3 roles. In addition, being in the highest position in the hierarchy is associated with performing the Ethics and Social Responsibility role and the Community Well-Being role. However, differences between male and female role performance disappear when women occupy the higher positions in the organization; women at the top of the organization perform these roles with the same regularity as men.

Internet political discussions in the Arab world: A look at online forums from Kuwait, Saudi Arabia, Egypt and Jordan

This content analysis examines postings on four Internet political discussion forums based in Kuwait, Saudi Arabia, Jordan and Egypt. The study of Arabic-language sites concludes that the discussions cover a variety of topics and offer vibrant and complex conversations on political issues in the Arab world. Unlike in the US and European countries, the study found that social issues were not a big part of political debate in the Arab world. The study also found that discussions had varied political agendas influenced by many variables including geography, culture, history, demographics, major news events and political and economic structures. It indicated that the often one-dimensional portrayal of the Arab world in the western media is simplistic and frequently inaccurate.

Contextualized Qualitative Research in Venezuela: Coercive Isomorphic Pressures of the Socioeconomic and Political Environments on Public Relations Practices

This contextualized qualitative research, conducted in Venezuela in July 2004, tests and introduces the concept of coercive isomorphism to Sriramesh and Ver[cbreve]i[cbreve]s (2003) global public relations theory. It does so by analyzing professional opinions and experiences concerning the status of the profession and how the countrys socioeconomic and political environments impact the practice. Twenty-one top-level public relations professionals were interviewed for an average of 90 min each in the 2 largest cities: Caracas and Maracaibo. Venezuela is at a crucial, if not breaking, point in its history, as the majority of participants explain, due to conflicting political and social forces. Likewise, the impact of conflict is exerting pressure on the public relations profession and professionals.

Public relations licensing in Brazil: evolution and the views of professionals

Abstract Public relations has been licensed in Brazil since 1967. Federal and regional councils enforce the law on a limited basis, and penalize those who do not comply with legislation. This article summarizes the evolution of public relations licensing and presents the opinions of registered professionals in southern Brazil. Participants clearly agreed that licensing benefits their clients and organizations and should be maintained. Respondents also agreed that licensing legitimizes the profession, enhances its reputation, and benefits practitioners. Participants did not feel that licensing makes it difficult for other people to practice public relations illegally. Federal and regional councils continue to strengthen procedures to promote and enforce a recently improved definition of public relations and its functions. Consequently, an amendment to the law was written through national gatherings of professionals and educators.

Immigrant Integration Through Public Relations and Public Diplomacy: An Analysis of the Turkish Diaspora in the Capital of the European Union

Abstract This research focuses on the European Unions (EU) public relations and public diplomacy efforts for immigrant integration. It uncovers the relationship between the EU and leaders of Turkish associations in Brussels, Belgium. In-depth interviews with Turkish association leaders reveal the way they see themselves and the Turkish diaspora, how they reflect on their national identities, and their understanding of EU public diplomacy and public relations strategies. The communication strategies Turkish associations use to gather information about immigrant integration and their opinions on EU communication strategies are also studied. In addition, the research investigates whether two-way communication exists between the Turkish associations and the EU, and unveils the strategic communication and public relations strategies the Turkish diaspora uses to influence public policy and to engage in lobbying.

Relacionistas públicos colombianos: su punto de vista sobre la profesión en el Latin American Communication Monitor 2014-2015 / Colombians Public Relations: their views of the profession in the Latin American Communication Monitor 2014-2015

Los profesionales en comunicacion estrategica y relacionistas publicos colombianos que participaron en el Latin American Communication Monitor 2014-2015 expresan su posicion sobre los temas estrategicos a 2017, segun perspectivas especificas por tipo de organizacion, por genero y cargo ocupado, por el rol o por ambito de actuacion en el ejercicio profesional en su pais. En este articulo se presentan algunas coincidencias con los resultados por la region latinoamericana como particularidades nacionales, con el fin de analizar la realidad especifica del profesional en este pais, especialmente segun la distincion de los temas estrategicos.