Krishnamurthy Sriramesh

Defining Strategic Communication

This article examines the nature of strategic communication, which is defined as the purposeful use of communication by an organization to fulfill its mission. Six relevant disciplines are involved in the development, implementation, and assessment of communications by organizations: management, marketing, public relations, technical communication, political communication, and information/social marketing campaigns. The nature of the term strategic is examined, and key aspects of communication are identified. This article is based, in part, on a panel discussion involving the journals editors and international scholars at the International Communication Association in May 2005 in New York.

The dire need for multiculturalism in public relations education: An Asian perspective

Public relations (PR) education has not kept pace with the rapid globalisation that has occurred since 1992. The existing PR body of knowledge, and PR curricula around the world, have a US bias. In order to prepare PR students in various parts of the world to become effective multicultural professionals it is essential for experiences and perspectives from other continents to be integrated into PR education. The complexities of societal factors such as culture, political systems and media systems make Asia a challenging place to conduct strategic PR. It is time for educators to integrate experiences from other continents into the PR body of knowledge, thereby building PR curricula that contribute to training truly multicultural PR professionals.

International public relations: A framework for future research

As a profession, public relations has become a global enterprise. Public relations education is only now beginning to catch up with the global nature of the profession. It is quite widely acknowledged that as far as public relations education is concerned, the USA is the leader in the number of universities that offer public relations courses as well as in the breadth and depth of the public relations curriculum. In its October 1999 report on the status of education in the USA, the Commission on Public Relations Education constituted by the Public Relations Society of America (PRSA), called for curricula that prepared students to be effective communicators in the “age of global interdependence”. This paper argues that educators around the world are being hampered by the lack of an established body of knowledge (based on empirical evidence) about public relations practices in different parts of the world. This lack of evidence is preventing educators from preparing their students to become useful professionals who can meet the challenges of the “age of global interdependence”. The paper reviews literature identifying environmental variables that should help one understand public relations practices in different given countries. Based on this review, the paper operationalises these environmental variables as a next step towards cross‐national research. The paper also stresses the need to gather appropriate case studies in international public relations. Future researchers should be able to use this framework for conducting crossnational comparisons of public relations, thereby providing educators with the necessary empirical evidence to prepare the public relations professionals of the future.

The Situational Theory of Publics in a Different Cultural Setting: Consumer Publics in Singapore

In an ever-globalizing world, it behooves one to ask whether, and if so to what extent, the theoretical constructs developed primarily in Western democracies are applicable elsewhere. This study used the Situational theory of publics to assess the communication behaviors of a sample of Singaporeans vis-à-vis the level of customer service in the retail sector. The study surveyed 242 retail customers and conducted 3 focus groups of retail consumers. Results revealed that the situational theory was quite useful in identifying the communication behaviors of consumer publics in Singapore. A majority of the respondents perceived high problem recognition but also displayed constrained behavior in responding to the problem. Only a few respondents exhibited activist behavior as described in the theory. Cultural factors such as deference to authority and collectivism played a significant role in the constrained behaviors of the respondents. We contend that the referent criterion, abandoned for over 2 decades, helps include culture as an independent variable in the theory.

E-government in a corporatist, communitarian society: the case of Singapore

Singapore was one of the early adopters of e-government initiatives in keeping with its status as one of the few developed Asian countries and has continued to be at the forefront of developing e-government structures. While crediting the city-state for the speed of its development, observers have critiqued that the republic limits pluralism, which directly affects e-governance initiatives. This article draws on two recent government initiatives, the notions of corporatism and communitarianism and the concept of symmetry and asymmetry in communication to present the e-government and e-governance structures in Singapore. Four factors are presented as critical for the creation of a successful e-government infrastructure: an educated citizenry; adequate technical infrastructures; offering e-services that citizens need; and commitment from top government officials to support the necessary changes with financial resources and leadership. However, to have meaningful e-governance there has to be political pluralism, which occurs only when permitted by the state.

Globalization and Public Relations

The 21st century is typified by globalization, which has increased the importance of international public relations because of the cross-national (and cross-cultural) communication needed by organizations of all types. Globalization has also highlighted the extreme ethnocentricity that currently exists in public relations practice and scholarship. Existing ethnocentricity can only be reduced by integrating knowledge about the extreme diversity in such things as culture, political economy, media systems, and activism that exist around the world and temper public relations strategies accordingly.

The application of social semiotic theory to visual elements within corporate positioning material and the development of a viable methodology

This paper selects social semiotic and critical discourse concepts and argues their suitability as an analytical technique for application to the visual elements in corporate positioning literature. Based upon these arguments the paper develops a methodology for use by senior practitioners. The motivation was informed by the author’s belief that despite the increasing importance of the visual as opposed to written comunication many practitioners, because of their background in the written word, have difficulty expressing their corporate positioning messages in visual terms. Visual elements in this case refer to photographs, design systems, page layouts and the materiality of the text. The author suggests that, through the use of templates, informed practitioners can evolve a visual grammar that will help reduce subjective decision making and thus improve meaning transfer.

Public relations and change management: The case of a multinational company

Organisations are often reluctant to change their corporate cultures even when such change is essential to cope with the changing business environment. This paper analyses the three phases of change management adopted by the multinational company RWE Solutions and describes several steps that organisations can adopt in managing change strategies and establishing new corporate cultures. It is important to formulate and articulate the core statements and the “mission” of the company, making sure that the company’s business model and strategy are comprehensible and communicable to external publics. It is also important for managers to ask whether a gap exists between statements and reality, the real vision and claims of the vision, and assess how any existing chasms can be bridged. Next, assess whether the company’s “emotional presence” is evident in the corporate design, which should match the story of the company and be as close to the self‐image and the goals of the employees and management staff as possible. Finally, managed communication (and public relations) should be a critical component of any corporate strategy.

Websites for stakeholder relations by corporations and non‐profits

Purpose – This longitudinal study aims to analyze the use of websites by a sample of 78 corporations and non‐profits five years apart. In particular, it studies organizational use of interactive and social media features and use of web sites for building relationships with six stakeholder publics.Design/methodology/approach – The authors studied the websites of 78 for‐profit and not‐for‐profit organization seeking to learn how they used this new medium as a communication tool to build and maintain relationships with six key stakeholders: the mass media, consumers, investor/donors, employees, the government, and the community in 2004 and in 2009. They also explored for differences in the way for‐profit corporations and non‐profits used their web sites for relationship building given their different missions and cultures.Findings – First, there was a marked difference in how corporations and non‐profit organizations used their websites. Second, a significant number of organizations used social media applica...